SPATONE REMAINS THE MARKET LEADER IN THE IRON SUPPLEMENTS CATEGORY

The latest IRI UK Iron Category Data* reveals the UK iron supplements category is growing in both volume and value sales. The total category is valued at approx £6.9m, which represents an increase of 10% on the previous year. Spatone® continues to be one of the key drivers of the UK iron supplements category growth and has enjoyed a double digit value brand growth of 16%, as well as a 5% volume brand growth, compared to category growth of 4% over the same period.

Key players in the category are Spatone, Floradix, Feroglobin and own label iron supplements. Spatone continues to be the market leader in the iron supplements category, with a 53% share of total UK category, which has been driven by the launch of Spatone Apple contributing to more than 77,000 units being sold across the UK.  Floradix remains the #2 brand in the market with a 12% value market share however the brand is declining in value sales and volume sales over the latest 52wk period.  Feroglobin still has strong double digit growth in with +29% volume and +22% value while Own Labelsin the Iron Category has also seen strong growth +9% value and +5% volume.

Ngaire Mitchell, UK Brand Manager for Spatone comments: “We are pleased to announce that Spatone continues to drive the UK Iron Category as the market leader, with both volume and value sales growth. Spatone performs exceptionally well, with a 7% increase in the independent pharmacy and health food sectors** as it appeals to a wide target audience of pregnant women, vegetarians, busy women and sports enthusiasts. Spatone’s outstanding and consistent performance within this category is driven by the launch of Spatone Apple as well as increased marketing and promotional investment, year on year. During the Olympic year Spatone has been working with 1500m runner Lisa Dobriskey and two synchronised swimmers, Asha Randall and Katie Skelton to raise awareness of the importance of iron in sports enthusiasts.”

 
Iron Supplement Brand
 
Market Share in Value
Spatone
 53%
Own Label
 14%
 Floradix
 12%
 Feroglobin
 11%
 Cox  Minerals – Ferrous Sulphate
 2%
 Ferrograd C – Iron Tablet
 1%
 Almus Ferrous Sulphate
 1%
 Sandoz Minerals Iron
 1%


Spatone Apple# combines the unique natural liquid iron supplement Spatone® with added Vitamin C, to aid the iron absorption.  Spatone Apple contains Spatone spa water sourced from the Welsh mountains of Snowdonia National Park – which can help top up your iron levels whilst causing fewer of the unpleasant side effects oftenexperienced with conventional iron supplements[i]i. Generally, iron is a very difficult mineral for the body to absorb. However, the iron naturally present in Spatone has been shown to be easily absorbed, with up to 40% bioavailabilityii[ii], compared to 5- 20%iii[iii] from food and other iron supplements. The additional Vitamin C in Spatone Apple helps you to absorb iron. Spatone Apple - £9.95 for 28 sachets (4 weeks supply). For more info visit www.spatone.com

Nelsons is the UK’s leading manufacturer of natural healthcare products, with a long-standing commitment to supplying the highest quality natural healthcare products that meet all regulatory and quality standards.

Free phone trade orderline:  0800 289 515

ENDS

*Source: IRI data for UK Iron Category (w/e 3 November 2012)

# It is important to follow a varied and balanced diet and healthy lifestyle. Food supplements should not be used as a substitute for a healthy balanced diet

**Excluding Boots

For further information please contact Jennifer Reay in the Nelsons press office on 020 8780 4239 or email me at jenniferreay@nelsons.net

 [i] McKenna D, Spence D, Haggan SE, McCrum E, Dornan JC, Lappin TR. (2003) A randomized trial investigating an iron-rich neutral mineral water as a prophylaxis against iron deficiency in pregnancy. 25; 99-103

[ii] Worwood M, Evans WD, Villis RJ and Burnett AK. (1996) Iron absorption from a natural mineral water (Spatone Iron-Plus). Clin Lab Haem  18; 23-27.

[iii]Webster-Gandy J, Madden A, Holdsworth M Ed’s (2006) Oxford Handbook of Nutrition and Dietetics. Oxford University Press, Oxford.