HEALTH

Revamped marketing campaign boosts sales of Alli

BY Michael Johnsen

GlaxoSmithKline’s Alli is back. And while the brand is still slightly down versus year-ago sales  — Alli posted a sales decline of 8.9% to $13.9 million across all channels for the 12 weeks ended Nov. 4, according to SymphonyIRI Group — overall, the category is trending up 15% in quarterly sales increases. The recent resumption of marketing efforts behind Alli coupled with recent New Year’s resolutions should maintain Alli’s position as the top-selling diet-aid tablet, and the only OTC option in the category.

GSK in the last quarter launched a new marketing campaign behind its Alli brand, the company noted. “Our [new] campaign is called ‘Let’s fight fat,’” said Deborah Larsen, GSK’s marketing director for Alli. The campaign focuses on partnering with dieters on their path to weight loss, she said. One of the first changes made to Alli following its “relaunch” was a revamped web site at MyAlli.com. A second marketing enhancement new to Alli is its foray into social media sites like Facebook and Twitter.

 

 

The article above is part of the DSN Category Review Series. For the complete Diet Sell-Through Report, including extensive charts, data and more analysis, click here.

 

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HEALTH

New products meet demand for probiotics

BY Michael Johnsen

NEW YORK — A recent survey commissioned by Dannon found that 68% of consumers believe certain probiotics help regulate the digestive system, yet one-third of Americans agree that they don’t get enough probiotics in their average daily diets.

That suggests an upside for an already hot category — sales of probiotics were up 16.2% across all channels to $232 million for the 52 weeks ended Oct. 28, according to SymphonyIRI Group data.

“Last year, we introduced our Digestive Health probiotic,” said Doug Jones, Pharmavite spokesman. It’s the third probiotic brand for Pharmavite, Jones said, and it is entering a space that is projected to reach $400 million in sales in the not-too-distant future.

In addition to Pharmavite’s new launch, both Pfizer and Bayer recently launched probiotic offerings under their respective supplement brands — ProNutrients Probiotic, from the makers of Centrum, and TruBiotics from the makers of One-a-Day. And Upsher-Smith Labs in June launched a probiotic specifically designed for women called Provella.

 

 

The article above is part of the DSN Category Review Series. For the complete VMS Buy-In Report, including extensive charts, data and more analysis, click here.

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Sleep aids awaken as key to overall wellness

BY Michael Johnsen

With sleep aids rising from the floor level shelf across several analgesic planograms, the category that features several dietary supplement players is becoming more prominent. Sales of melatonin, the natural ingredient most often associated with calming and sleep, were up 35.8% to $123.9 million for the 52 weeks ended Oct. 28, according to SymphonyIRI Group across its total U.S. multi-outlet data set.

Raising the profile of products containing melatonin may have awoken a sleeping giant of a category. “Sleep aids only have 6% penetration when you look at the OTC world,” noted Jeff Cohen, VP general manager for Meda Consumer Healthcare. “It’s a really underpenetrated category.”

Meda gained entry into the category with its recent acquisition of MidNite, a melatonin supplement with annualized revenues of approximately $15 million, according to the company.

And Dream Products’ sleep-aid shot Dream Water was featured on CNBC’s “How I Made My Millions” not too long ago. “There is a chronic sleep issue affecting a substantial minority of the population,” David Lekach, Dream Products EVP sales, told DSN. “When you factor in [that sleep] is more and more becoming part of the overall wellness conversation — the fundamental building block of any wellness program is sleeping right.”

 

 

The article above is part of the DSN Category Review Series. For the complete VMS Buy-In Report, including extensive charts, data and more analysis, click here.

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