GMDC names HBW17 Showcase Top 10
COLORADO SPRINGS, Colo. – Global Market Development Center recently announced the top 10 rated products and merchandising displays showcased at their 2017 Health Beauty Wellness Marketing Conference. The event, which brought more than 200 retailers, wholesalers, suppliers and service companies together to discover the latest products and trends, includes an annual Showcase where participants select the brands they believe are the most innovative and will spark the greatest consumer demand.
“At a time when new and innovative products can drive traffic and build category sales for retailers, the GMDC Showcase has become a vital tool for our members to connect with what’s next,” stated Patrick Spear, president and CEO of GMDC. “The companies in the Showcase Top 10 drive innovation at every turn and boost demand through uniqueness and relevancy in the core categories of health, beauty and wellness.”
In addition to the Showcase Top 10, GMDC Board Chair Steve Davis of Weis Markets selected three products from the Showcase as his Board Chair’s Choice. Davis selected EverlyWell Testing Kits, Handy Solutions from Navajo and Mad Gabs' Organic Body Care and Lip Balm.
The HBW17 Showcase brands/products ranked highest included:
- JFL Enterprises – Candy Scented Hand Sanitizer;
- Global Brands Group – Children’s Bath Products;
- Value Max Products – Bela Soaps;
- BIC Corporation – Flex 5 Disposable Razor;
- Ontel Products – Dream Tents;
- Thistle Farms – Love Heals Bath + Body Collection;
- Cashco Distributors – Trial & Travel;
- Sundial Brands – Shea Moisture 2017;
- Hello Products – Natural Toothpaste; and
- GOJO Industries – Purell Healthy Soap.
Brands tap into other niche oral care segments
Other specialty areas of the toothpaste category include travel sizes, such as that recently revealed by Dr. Bronner’s. The new 1-oz. tube is TSA-compliant for carry-on luggage. Dr. Bronner’s peppermint All-One toothpaste is made with 70% organic ingredients, including organic coconut flour, coconut oil as a mild abrasive and aloe juice to soothe gums.
It is a low-foaming formula in a toothpaste tube that’s 100% recyclable, the company said. Priced at $2.49 per tube, the travel size started hitting shelves priced in September.
In other nice offerings, Colgate has rolled out an innovative “in-between” paste. Colgate Total Clean-In-Between toothpaste uses advanced micro-foaming to reach between teeth and reduce 83% more plaque germs than nonantibacterial fluoride toothpaste 12 hours after brushing, according to the company.
Trending now: Sensitivity relief
Sensitivity has generated a big buzz in toothpastes.
GSK Consumer Healthcare is lauded by retailers for its efforts to bring attention to the issue and build sales of its Sensodyne brand. The company said Sensodyne is the No.1, dentist-recommended toothpaste for sensitive teeth. All Sensodyne SKU’s showed healthy growth for the 52 weeks ended July 9, according to IRI.
Colgate also has made inroads in the sensitive area with its Sensitive Prevent and Repair offering, growing sales almost 15%. The company estimated 57% of the population suffers from sensitive teeth.
There’s also Tom’s of Maine’s Rapid Relief Sensitive Natural Toothpaste, which uses arginine and calcium carbonate to block nerve paths and avert pain. Other products in sensitive include Arm & Hammer, which added three sensitive options; Aquafresh; and Crest.
Toothpaste giant Crest isn’t missing out on these market niches. In addition to sensitivity relief, its entries address such issues as whitening and overall oral health. And now, the brand is adding another double-duty paste to its arsenal.
In September, Crest is expanding its 3D White line with the Crest 3D White Whitening Therapy Collection, a range fine-tuned to whiten and nourish teeth to strengthen enamel. There are two variants — one for whitening and nourishing that repairs weakened enamel, and another that aims to whiten and repair, but that also is formulated with potassium nitrate to soothe sensitivity pain. In other words, this line checks off many points on consumers’ oral care shopping lists. According to IRI, Crest 3D White is the leading toothpaste, with sales soaring 31% for the 52 weeks ended July 9, according to IRI.