Female Vitamin Market - Rainbow Light, Alive Garden, Vitafusion

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Female Vitamin Market - Key Players

Below you will find a competitive analysis of female multivitamins for the vitamin companies 1) Rainbow Light, 2) Alive Garden, and 3) Vitafusion. Rainbow Light offers the most options, currently marketing 21 products listed as multivitamins for women, although 7 of them are marketed exclusively to women. Alive Garden markets a single product to women, called Alive!® Garden Goodness Women's Multi. Vitafusion offers 2 products for women, including Women’s Multivitamin and vitafusion PreNatal.

Rainbow Light and Vitafusion both market via Facebook and online retailers, while Alive Garden sticks to their single product page. All vitamins are targeted at women of all ages and backgrounds.

We compiled a list of these products by brand, and detailed the following information about each, which we were able to glean from product websites and marketing materials:
- Ingredient List
- Synthetic OR Natural Ingredients? (we based this assessment on a widely accepted definition of "natural ingredients")
- Brand Positioning
- Target Market
- Channel Strategy
Please see the attached spreadsheet for all compiled information.
Sources
Sources