A recent McKinsey study fingered nutrition and health products as one of the three pillars of the US$1.5 trillion global wellness market. The Covid-19 pandemic has further boosted the fast-growing sector, which is expected to increase by 5 to 10 per cent a year.

Australia has long been at the forefront of the consumer desire for a health-conscious lifestyle and leading vitamin and supplement brands such as Swisse and Blackmores have forged thriving export markets.

Procter & Gamble (P&G) has enlarged its footprint in Australia with the acquisition of Vöost, the effervescent vitamin and minerals brand. Based in Melbourne, Vöost was founded in 2013 and has built up a strong market with Millennials. Available in more than 4000 stockists nationwide, including Priceline, Woolworths, Coles and Chemist Warehouse, the brand also sells in the UK, Singapore and Hong Kong.

The global effervescent tablet market has enormous appeal reports Data Bridge Market Research. Over the next seven years, the data tracker predicts the category will increase at a CAGR of 8.3 per cent to reach US$46.93 billion.

Vöost offers a wide range of products, including Vitamin B, Vitamin C, Collagen, Energy, Performance, Iron + Vitamin C and Immunity supplements for children and adults.

This move enables us to expand our portfolio in Australia, beyond Vicks and Metamucil, by adding a broad range of consumer-preferred vitamins, minerals and supplements (VMS) that will complement our current offers, says Paul Gama, President, P&G Personal Health Care.

“VMS is one of the largest and fastest-growing categories in the over-the-counter health care industry. We are poised to continue to invest in our business and advancing our VMS offerings by adding another superior brand to our strong health care portfolio.”

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