Pregnant women are particularly vulnerable to low iron levels due to the increased demand of iron for the optimum growth and development of the baby. In the last six weeks of pregnancy the baby builds up its own storage of iron from its mother to last for the first 4-6 months following birth. Therefore iron demands can triple by the end of pregnancy, this is often difficult to achieve from dietary sources alone. Child birth can also further reduce iron levels, in this case a natural iron supplement may be beneficial, such as Spatone®.
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 £7.16m, which represents an increase of 5% on the previous year. Spatone® continues to be one of the key drivers of the UK iron supplements category growth and has built on last year’s impressive results with a further 4% growth this year.
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 addition of Spatone Apple contributing to more than £1.25 million of total Spatone brand sales since launch. Floradix slips from the #2 brand to #3, most likely because 97% of its sales are in independents which overall have seen declining sales; whereas Feroglobin and Spatone are also sold throughout major multiples which have experienced steady growth. Feroglobin now moves into the #2 slot with 14% market share. Own Label Iron has seen a decline of -8% value and -7% unit sales.
Ngaire Mitchell, UK Brand Manager for Spatone comments: “We are very pleased to announce that, even in the present economic conditions, Spatone continues to drive the UK Iron Category as the market leader, with both volume and value sales growth. Our marketing campaigns aim to inspire all women including new Mums to be fit and active, taking Spatone to help improve their energy levels and in turn increasing demand for the brand. 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 often experienced with conventional iron supplements. 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% bioavailability, compared to 5- 20% 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.
*Source: IRI data for UK Iron Category (w/e 18th May 2013)
# 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
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