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Kimberly-Clark launches Depend Guards and Shields for men

BY Michael Johnsen

DALLAS — Kimberly-Clark on Wednesday announced the launch of Depend Guards and Shields, two products specifically designed for men with light bladder leakage, along with tips and tools from former professional football star Tony Siragusa in a new program called Guard Your Manhood

"Historically, men with light bladder leakage have been ignored by the industry," stated Elizabeth Metz, Depend brand director, Kimberly-Clark. "As a result, many men have had to use products that were designed for women or look like they were. We see an opportunity to begin a conversation with these men to let them know they’re not alone, while educating and providing them with solutions designed just for men."

Many men don’t realize how common light bladder leakage is, but it’s often a side effect of prostate cancer treatment, the company noted. To help men "guard their manhood," Siragusa has joined Depend as a spokesman. In return for Siragusa’s involvement, Depend will donate $50,000 in his name to The V Foundation to help fund prostate cancer research. 

"I’m proud to team up with Depend to help men going through a tough time realize they don’t have to be embarrassed as a result of light bladder leakage," Siragusa said. "The Guard Your Manhood program is a manly way to let men know about solutions like new Depend Guards and Shields that will help them manage this common condition and it’s a great opportunity to support The V Foundation at the same time."


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CDSC joins NFL wideout Larry Fitzgerald Jr. to educate Congress on value of supplements

BY Michael Johnsen

WASHINGTON — The Congressional Dietary Supplement Caucus on Monday held an educational briefing, “Sports Health and Fitness: The Role of Dietary Supplements,” for Capitol Hill staff. This is the second DSC educational briefing for the 113th Congress and the 17th briefing since the DSC was formed in 2006. 

The luncheon featured NFL wide receiver Larry Fitzgerald Jr. of the Arizona Cardinals, who is also the founder of the Larry Fitzgerald First Down Fund, and Ed Wyszumiala, general manager, NSF International’s Dietary Supplement Certification Programs. 

“There are no shortcuts in life. As a professional athlete, being informed is paramount for me. When I see certifications on products, I know I am safe. It gives me peace of mind,” Fitzgerald shared with attendees. “My body is my life. I do my research. As a professional athlete or amateur athlete, nutrition is extremely important.” 

In speaking to the confidence that consumers like Fitzgerald get when seeing its certification seal on products’ labels, Wyszumiala emphasized NSF’s goal from the very start as being “to develop something that provides the highest level of integrity” as it relates to consumer safety. NSF’s certification programs — along with other third-party certification programs for the industry — assist dietary supplement manufacturers with compliance and demonstrate to consumers that responsible companies produce healthful products, increasing their confidence in the science, safety and quality of dietary supplements that promote “better nutrition, and a better way of life.”

For the more than 60 attendees, the key takeaways included the significant role dietary supplements play in supporting the nutritional needs of active individuals and athletes, and the importance of good manufacturing practices, product certification and testing programs to help ensure safe dietary supplements for athletes and consumers.

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Report: Suppliers need to take holistic merchandising approach to health and wellness products

BY Michael Johnsen

CHICAGO — Health and wellness not only is the most compelling trend in today’s consumer packaged goods environment, but it also is among the hardest on which to capitalize, noted IRI Consulting in its new executive briefing, “What’s in Store for Health & Wellness.” Growth trends indicate that a number of products with individual health and wellness claims have recently experienced declining sales; however, there is evidence that products providing a holistic approach that advances general health and well being are gaining market traction. 

“It is critical that manufacturers of health and wellness products peg their value proposition to comprehensive health and well being, an umbrella that covers multiple attributes like natural, low calories per serving and organic,” stated Dr. Krishnakumar Davey, managing director, IRI Consulting. “Products with ‘one-off’ claims are much less likely to succeed. CPG marketers must focus on several factors that impact health and wellness to achieve long-term, sustainable success.”

While six of the top 20 products with health and wellness claims enjoyed a dollar sales growth rate higher than the food and beverage industry average in 2009-2012, just three maintained that growth momentum in 2012 alone, indicating a significant slowdown.

The report notes that dollar sales’ compound annual growth rate of six health claims grew faster than the food and beverage industry average of 3.4%. However, when dividing these results into 2009-2011 and 2012, that growth for several of these is slowing substantially, and even turning negative for some, IRI Consulting reported. For example, products with natural claims achieved a CAGR of 8% in the combined 2009-2012 period. However, in 2012 alone, this slipped to 3.9%. Dollar sales of products with natural sweetener claims grew 5.3% in 2009-2012, but when broken down into the two timeframes, sales grew 11.8% in 2009-2011, but had a negative CAGR of 6.5% in 2012.

“To achieve greater levels of success, manufacturers and retailers should develop a cohesive brand strategy that addresses questions, such as whether the company should execute against an overarching claim of well being or implement a strategy that covers both mainstream and niche products,” Davey said. “Marketers should also focus on being first to market, creating a multi-year innovation pipeline, developing a clear go-to-market and channel strategy that increases accessibility, and redefining pricing to increase affordability.”

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