OTC Hot Products
According to DSN OTC expert Michael Johnsen, there is a great opportunity for all vendors to sell more by engaging with retailer education programs. Below are MJ’s picks for hot products in health and wellness.
Is it any wonder that one of the hottest products on the NACDS Marketplace show floor — Tums Freshers — headlined DSN’s inaugural Innov-ies awards as best new product? It’s a brand that first hit store shelves in 1930 and that still is going strong. That’s how line extensions are done.
Only last week Miami Heat superstar LeBron James was sidelined with leg cramps. How much more dominant would he have been with Hyland’s latest line extension Leg Cramps ointment? It’s an external rub addition to Hyland’s already-popular Leg Cramps tablets, touting a strong safety/efficacy profile without the smell.
Bayer may be expanding its probiotic footprint with the launch of TruBiotics, but this will go well beyond its Philips Colon Health proposition and will appeal to the mainstream consumer with a “from the makers of One-A-Day” plug on the packaging. Expect probiotics to pop over the next year.
Not only is PharmaCare launching a new probiotic for kids — Kids Smart Probiotic Choco Balls — but the entire Kids Smart line will be promoted by Soleil Moon Frye — who’s now a mom — perhaps best known for her role in the ’80s sitcom “Punky Brewster.” The Kids Smart probiotic is indicated for “healthy tummies and immunity.”
Homeostasis Labs launched a sleep product that could be a good addition to the hot-and-getting-hotter sleep category. It’s a homeopathic solution that could prove to be a decent point of differentiation to the popular melatonin ingredient that, in addition to promoting sleep, helps relax the mind.
St. Joseph Consumer Health will be fielding a familiar brand name in the cough-cold space that will appeal just as well to consumers who gave their toddlers St. Joseph’s baby aspirin as it will to the senior population familiar with the St. Joseph’s heart-health proposition. For that latter consumer, having a high-blood-pressure-friendly cold remedy can’t hurt either.
With Pharmavite placing its marketing muscle behind its newly acquired Voots! brand, getting finicky kids to eat their vegetables may never be a challenge again. Voots! is a children’s supplement made with 11 fruits and vegetables with the anti-oxidant power of three servings of fruits and vegetables — all in one chewable tart.
With the growth of Type 2 diabetes, the number of diabetics who now require regular insulin shots also will continue to rise. And until pharmacist interventions become a permanent part of the treatment protocol, that’ll continue to be a growth market. That makes the on-the-go solution provided by Apothecary’s Frío insulin cooling case a good addition to the diabetes set.
Akorn’s TheraTears Eye Itch Relief may become the point of entry to the entire TheraTears lineup addressing eye allergies, including TheraTears Lubricant Drops and SteriLid Eyelid Cleanser. With approximately 4% of allergy sufferers suffering from eye allergies as their primary allergy, that could become a significant entry point for allergy sufferers into the category.
Perform On-the-Go single-use wipes represent a new delivery mechanism for external analgesics that may be an incremental purchase opportunity within the category. The on-the-go wipes provide muscle pain relief — in a package small enough to fit in a pocket — that can even be used mid-activity, such as during a run or a bike ride.
With pharmacies looking to expand their business in pet prescriptions, pet supplements — like those from True-Dose — may no longer be such a dog of a category for retail pharmacy operators. At the very least, a significant position in pet supplements along with shelf talkers can raise awareness that pharmacies aren’t just for the two-legged anymore.
You might not be able to undo that face tattoo from the night before, but at least you can alleviate the malaise from the accompanying hangover with the Hangover Recovery Shot. Fact is, with the estimated 30 million hangovers per week (not including the Marketplace client dinners), hangover shots are one of the fastest-growing segments within shot solutions.
Another hot OTC is Australian Dream® Pain Relieving Arthritis Cream. (Featured In DSN New Product Digest for May 2012. It is the only product of its kind with the Empty Jar Guarantee®. Australian Dream® is guaranteed to provide powerful arthritis pain relief with: No Odor, No Burning or Irritation, No Staining, and No Greasy Residue. The secret of Australian Dream® is in the exclusive formula that does not simply mask or cover up pain as do many other creams on the market. Retail $29.95 already performing well at Walgreens, CVS, Kroger and many other major national chains. This is a true destination item that will generate outstanding profits in your section. Also available through Cardinal Health and AmerisourceBergen. Major National TV advertising already in progress! ($10MM campaign!) David Biernbaum, Master Broker Sales; Consultant; CPG Business Development; [email protected] Phone (314) 434-6008; http://www.biernbaum.com
Nails, BB creams among standouts in beauty
So what’s the buzz in beauty? In walking the show floor there is, I’ll admit, more of the same ole stuff we see each year. But there certainly are a few trends that stand out from the crowd.
One category that continues to rise to the top is nail color. Yes, it’s a story you’ve likely heard before, but you’re going to hear it again: Nail polish continues to be the rock star of the beauty world. Nail polish is a simple, cost-effective way for beauty mavens to accessorize their wardrobe and express their individual style. But these days, polish seems to be about that and so much more. It also is about art, creativity and innovation.
Just take a moment to look at the numbers. According to SymphonyIRI Group, sales of nail polish rose nearly 43% to more than $528 million for the 52 weeks ended April 15 at food, drug and mass (excluding Walmart).
This trend undoubtedly is playing out on the Marketplace show floor. Bottles of bold, daring and sexy nail lacquers abound, and several manufacturers also are touting their versions of the latest nail trend to hit mass — at-home gel manicures.
Nail art also is popular, and manufacturers are taking cue, bringing to Marketplace several products, such as magnetic nail polish and stick-on nail art. It’s really all about enabling beauty mavens to get that salon look in minutes.
An emerging trend that still is pretty new to the mass market, but is present here at Marketplace, is BB Creams. They are relatively new, multifunctional products, also referred to as “blemish balms” or “beauty balms,” that combine the functionality of primers, SPF and moisturizers, along with the anti-aging benefits of skin serums.
BB Creams, which are not a foundation or a tinted moisturizer, were invented by German dermatologists in the 1960s as a soothing post-treatment cream. The item then caught on in Korea as movie stars sought a flawless complexion without looking made up.
L’Oréal USA has brought to retail its Garnier Skin Renew Miracle Skin Perfector BB cream and, more recently, has announced the June launch of Dream Fresh BB from Maybelline New York.
Now it seems that Palmer’s also is jumping aboard the bandwagon and is about to launch its new Eventone BB cream in two different shades. The all-in-one beauty balm, which Palmer’s is promoting at Marketplace, is designed to prime, perfect and protect skin.
Time will tell whether it is a trend that sticks, but market research firm the NPD Group is optimistic. NPD recently released a study that found that although the incidence of purchasing BB creams still is small (2% of total beauty shoppers), the majority of purchasers said they’re extremely or very satisfied with their last BB cream purchase, and 77% expressed positive repurchase intent. According to the NPD report, almost 4-in-10 beauty shoppers overall said that they would consider buying a BB cream in the future.
So those trends are some clear standouts on the product front, but what else are people talking about in beauty? Well, one high-level beauty retailer told Drug Store News that, in recent months, more consumers seem to be pulling back, and there’s been a slow down in beauty. As a result, some suppliers are looking to bring products to shelves even earlier. More specifically, some suppliers are looking to launch spring products in the fall in an effort to hit shelves earlier to help get customers excited.
So what beauty trends are you seeing and what’s the beauty buzz that you are hearing? Drop a note to [email protected] or comment below.
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Plethora of OTC opportunities yet to be realized
Maybe it’s the fact that we’re a mile above sea level that’s giving me that air-up-there feeling. But I don’t think so. Because every time I walk a new Marketplace floor, no matter the locale, I get heady with the number of opportunities that have yet to be realized. So why should this year be any different?
The most significant opportunity I see out there doesn’t even involve moving product — not directly at least, not with the number of retailers expanding their pharmacy services and creating additional touch points with their patients. That makes for a significant opportunity among OTC suppliers to create educational tools speaking to the new health-and-wellness ambassadors that are being featured within many Rite Aid and Walgreens stores. They are new healthcare advocates, and the more they know and the more tools they have at their disposal, the richer their interaction with that patient is going to be.
I look at new companies like Backjoy with its good-posture-good-health proposition. If one of those wellness ambassadors is directing a patient toward the internal analgesic set, why not talk about Backjoy along the way? Or maybe take the patient across to the pain-relieving rubs aisle and offer some insight around Hyland’s new Leg Cramps Ointment.
This isn’t a would-you-like-fries-with-that-Tylenol kind of incremental up-sell. It’s an opportunity to improve the patient experience with additional solutions. And it all starts with developing education tools to support those ambassadors. That’s opportunity.
But the proliferation of wellness ambassadors isn’t the only potential opportunity that makes my head swim. If you flip to the cover story in this issue, there’s a SymphonyIRI Group analysis on the $1.3 trillion that Hispanics will be doling out this year. There are plenty of companies on the Marketplace floor who are either marketing directly to that community or who are at least offering both English and Spanish Drug Facts on the labels. But how many of those companies are sourcing actual OTC brands from South America?
Sure, it’s a niche play — if that $1.3 trillion in buying power can be called a niche — and that’s what MarcasUSA is piecing together. Featuring such brands as Conazol Cream, Cicloferon and more recently Syncol, MarcasUSA is sourcing brands familiar with Hispanics and selling them in the U.S. market. More important, there are marketing programs behind those product introductions, too.
Product trends on the show floor include new probiotics targeting kids — i-Health (formerly Amerifit) has the new Culturelle for Kids chewables, and PharmaCare is launching Kids Smart Probiotic Choco Balls.
Then there are the number of companies and brands taking a fresh path toward the marketplace. Akorn, for instance, fields a family of brands addressing eye allergy across its acquired Advanced Vision Research platform. Meda Consumer Healthcare, which most recently recast its Feosol brand, now is focused on reinvigorating its Contac cough-cold franchise. And Prestige Brands will be infusing fresh marketing against its entire portfolio, especially across analgesics (e.g., BC, Goody’s and Ecotrin), cough-cold (e.g., Little Remedies, Chloraseptic and PediaCare) and digestives (e.g., Beano, Dramamine and Fiber Choice).
What new opportunities did you find interesting? What OTC product trends are you excited about? Let me know your thoughts! Drop a line to [email protected] or comment below.
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