More than a decade after acquiring vitafusion and L’il Critter gummy vitamin brands and touting gummy as a key growth driver in the VMS space, C&D’s seeing different market trends.
Time was that Church & Dwight Co. Inc., noting market research predictions, saw the gummy category as the top growth driver for the US vitamin, mineral and supplement market. More than a decade after acquiring the vitafusion and L’il Critter gummy vitamin brands, C&D’s seeing different market trends.
Sales of the two brands, says president and CEO Matthew Farrell have slowed partly from “people moving from gummies to other forms, and
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Germany-based firm grew three-times faster than the OTC pharmacy market in 2024 and is hoping to continue this momentum in 2025.
