According to data provided by Information Resources Inc., Chicago, total supermarket vitamin sales in 1997 rose 17.5% to top the $600 million mark. This followed two years of modest, single-digit growth.
One-third of supermarkets' vitamin revenue last year was attributable to sales of mineral supplements, which jumped 40.5% from 1996 returns to hit $202 million.
Growth in sales of multivitamins and one- and two-letter vitamins in 1997 was more brisk than it had been in years: multivitamin rings reached $214.8 million (up 6.9% from 1996), and one- and two-letters hit $175.3 million (a 10.8% lift).
Grocery sales of liquid vitamins and minerals, although still underwhelming, picked up last year at a rate of 6.6%, totaling $10.7 million. In contrast, liquid sales in 1996 were $10 million, which represented a stagnant 0.9% rise over prior-year numbers.