Anti-aging below the neck
Lift, smooth, de-wrinkle and firm. This is the desired effect of not only facial anti-agers, but also those formulas for the body, as aging women yearn to turn back the hands of time below the neck.
(For the complete category review, including data, click here.)
The body anti-aging segment may not be as robust as those products designed for the face, but that’s not to say that women aren’t interested in such offerings. In fact, IRI data revealed that sales of body anti-aging products rose more than 5% during the 52 weeks ended May 18 at U.S. multi-outlets.
Helping to fuel the growth of these products is that some women want results but cannot afford a pricey professional option. According to consulting and research firm Kline & Co., the injectibles market continues to drive overall market growth in professional aesthetic products, with body contouring and cellulite reduction being the most dynamic addressed skin concern. Kline noted that injectibles accounted for more than half of total market sales, but body treatment products experienced double-digit growth in 2013, due in part to good alternatives now offered to liposuction.
The fascination with anti-aging solutions shows no signs of slowing, and those manufacturers that continue to innovate and deliver effective, cheaper at-home solutions will reap the benefits.
Sales of heat, ice packs chilly
While sales of heat and ice packs are relatively flat — the category generated slight growth of 0.2% to $235.9 million for the 52 weeks ended April 20 across total U.S. multi-outlets, according to IRI — there has been some positive momentum within the category.
HeatMax’s hand-warming Hothands product has collectively garnered $29.9 million in sales (up 32.1%), claiming the No. 2 spot in the category. No. 1 within the heat and ice pack category is Pfizer’s ThermaCare brand, which generated $59.4 million (down 4.5%).
TheraPearl is another brand to watch. Recently acquired by Performance Health, TheraPearl generated $5.6 million in sales on growth of 55.3%. “TheraPearl brings proven strength and additional scale to our emerging retail business,” said Marshall Dahneke, president and CEO of Performance Health. “The alignment for us is both natural and exciting.”
Also on the horizon is Arctic Ease, bringing to market a cold compress wrap that stays on while active and doesn’t require refrigeration. “Unlike other treatments where 20 minutes more or less is what you’re going to get out of something frozen, this can last up to two hours,” Peter Costello, president and COO of the company, said. “So you’re getting long-lasting relief.”
Arctic Ease recently announced a three-year partnership with Ironman, where the product will be integrated into the Ironman North American triathlon series.
Bandage, tape remain stable
The first-aid tape and bandage business is a relatively stable category without a lot of dramatic sales swings. For the 52 weeks ended April 20, sales of first-aid tape and bandages were up 1.3% to $772.5 million across total U.S. multi-outlets, according to IRI. Johnson & Johnson, principally with its Band Aid brand, drives the category with $339.1 million in sales (up 1.1%), followed by 3M and its Curad brand with vendor sales of $70.3 million (0% growth). Sandwiched between the two first-aid giants is private label, which generated $256.8 million in sales (up 5.3%).
There is a company that’s come onto the scene in the past two years looking to drive some foot traffic into the first-aid set that goes beyond buying bandages and tape for minor cuts and scrapes. KT Health, with its KT Tape, is attempting to recreate the Breathe Right phenomena with endorsements by such Olympic athletes as three-time gold medalist and champion volleyball player Kerri Walsh. Breathe Right, a product that opens the nasal passages, became a success after San Francisco 49er’s Jerry Rice wore the nasal strip during a football game in the late 1990s.
KT Health most recently announced it was the official Kinesiology Tape of USA Soccer. “It is an aspirational brand,” John MacKay, KT Health president, told Drug Store News, explaining why athlete endorsements were important. “But it’s applicable for the person who develops tendinitis [from] painting their house … [who finds that when] they throw a strip of tape on, there is an immediate pain-relieving effect and therapeutic effect that gives them accelerated recovery.”
“It treats such a variety of conditions that the challenge then is to educate people on the multiple applications and how to use it. … We have 50 instructional videos on our website,” MacKay said.