HEALTH

Q&A: The scoop on 
supplements

BY DSN STAFF

Earlier this year, Pharmavite named Bill Tullis its new EVP sales, succeeding Skip Aldridge. Drug Store News caught up with Tullis to get his take on how the supplement industry is trending. 



DSN: What are the trends today — the hot product categories and users? 


Bill Tullis: According to Nielsen ScanTrack scanning data (the total U.S. food, drug and mass, excluding Walmart and BJ’s), all major [vitamin, mineral and supplement] segments continue to experience sales growth, although the rate of growth has slowed in 2011. Vitamins and minerals are up 6.6%, and nonherbal supplement segments represent less than their fair share of VMS category growth. Letter vitamins, up 16%, are performing strongly compared to vitamin and mineral segment growth. 


Vitamin D was the fastest-growing segment in the VMS market in 2010 — up 73% [for the] 52 weeks ended Dec. 25 and continuing momentum in 2011, up by 49% to date [for the] 52 weeks ended April 16. 


Vitamin B is up 14% [for the] 52 weeks ended April 16. Along with the overall popularity of this vitamin group, consumers are seeking formulas at higher strengths. 


Fish oil is up 11.3% [for the] 52 weeks ended April 16. The growing trend in this category is with omega combos, which, per Nielsen, is up 143% [for the] 52 weeks ended April 16. 



DSN: How do you plan to position Pharmavite to capitalize on those opportunities?


Tullis: [Pharmavite] has access to multiple sources from which the brand can deliver strategic insights to retail partners and buyers in order to drive category sales and turn consumer trends into buyer conversion. [Pharmavite also] understands the value of attitudinal shopper insights and utilizes various tools to analyze this important information and to develop strategic consumer based initiatives … that help retailer partners meet consumer expectations.

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Q&A: Homeopathy hits home

BY DSN STAFF

Drug Store News talked to Laurie Demeritt and Alissa Gould about Boiron’s homeopathy use survey. 


Drug Store News: What are the growth opportunities?

Laurie Demeritt: Right now we see [an] upward of 44% of mainstream consumers have to go outside of the places they normally shop to find more natural OTC products like homeopathics. Among our survey respondents, almost half — 46% — have used natural OTC products, and another 37% haven’t used them, but they’re interested in trying.

DSN: What’s driving awareness around homeopathy?

Demeritt: We found that almost 60% of consumers are familiar with the term ‘homeopathy.’ That’s an increase of nine percentage points just in one year. … Consumers are starting to do their due diligence and look up what might be there for them in terms of options.

DSN: Given that Boiron just launched its Camilia teething solution, what are moms saying about homeopathy?

Alissa Gould: Fifty percent of women did not like something about their current teething product; even if moms feel that a medication is efficacious, they still sometimes don’t feel that it’s good to be using that medicine.

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Raising the bar in 
nutritional snacking

BY Michael Johnsen


The snack is back! Judging from the amount of growth within the 
nutritional bar category in the past year, snacking is definitely en vogue. 
Incremental annual sales totaled $117.5 million across food, drug and mass retailers, with the exception of Walmart, according to SymphonyIRI Group. Out of all over-the-counter growth categories for the 52 weeks ended April 17, nutritional bars as a category took in more dollars on top of what they had generated the year before than any other category, bar none. 


There are plenty of divergent consumers contributing to this growth — from dieters looking for a healthier snack solution to the athletically inclined seeking out the best calorie/protein/carbohydrate combo. General Mills last year introduced a 90-calorie version of its Fiber One snack bars, which contributed to 10% retail sales growth for this line in 2010, according to the company’s annual report. 


The consuming demographic also spans young and old. According to a February 2011 Mintel report, young adults are consuming the most nutrition and energy bars as meal-replacement solutions, and older adults are looking to nutrition bars as a healthy way to improve their overall diet. “Fifty-four percent of consumers say they don’t have enough time to eat breakfast. They want easy, grab-n-go choices that are still low in sugar and simple carbs,” stated Atkins CEO Monty Sharma speaking about the launch of six new Atkins Day Break products in April. 


Snacks sporting high protein and low sodium claims currently are experiencing the strongest growth, according to a SymphonyIRI Group report on snacking released in May. Annualized sales of high protein snacks are up 7.6%, and low-sodium snacks are up 6.2%.

 

The article above is part of the DSN Category Review Series. For the complete Nutritional Snacking Mid-Year Report, including extensive charts, data and more analysis, click here.

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