In the vitamin category, private label leads the one and two-letter segment, with $425 million in annual dollar sales, according to the latest Promo Watch report from Drug Store News, Competitive Promotion Report and IRI. Nature Made, Nature’s Bounty and Rexall Sundown are the top three manufacturers with annual dollar sales of $352 million, $177 million and $77 million, respectively. In the drug channel, Nature Made leads the market, surpassing private-label sales with $132 million, while private-label sales are at $129 million, followed by Nature’s Bounty with $101 million in dollar sales. Nature Made has shown the highest average units sold on promotion at 59%, followed by Nature’s Bounty at 44% (See Figure 1).

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