Unilever just acquired SmartyPants vitamins. This was a pretty quiet deal, but reflects the hot trends in the health and wellness market right now. We’re going to talk through what this deal means for Unilever’s portfolio of CPG brands and also discuss the broader landscape of health and wellness consumer trends, specifically in vitamins.
In regards to the deal, the financials weren’t disclosed. However, we know this fits in well with Unilever’s Health and Wellbeing brands like Horlicks, OLLY, Equilibra, and Liquid IV. Unilever is likely betting on the significant growth in the vitamins market, at ~6% annually from 2015-2019 and estimated to be ~12% in 2020.
There are broader consumer trends in the health and wellness market that will impact this deal. First, consumers are looking for personalized solutions. Competitor Care/Of, owned by Bayer, does this particularly well with its vitamins quiz. Second, e-commerce is particularly important for sales. It will be interesting to see how Unilever accounts for these trends with the SmartyPants Vitamins acquisition!
Let us know your thoughts below on whether this was a good deal for Unilever – will they be able to capitalize on the growth in the vitamins space with the acquisition of SmartyPants Vitamins?
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How vitamins will make Unilever will make billions | Unilever acquires SmartyPants Vitamins
Tags: #unilever #vitamins #wellness
