RLA Collective publishes four-part report on how to best reach the ‘new mom’
PLEASANTVILLE, N.Y. – When it comes to pregnant and new moms, more than three quarters (77%) say a “doctor recommended” seal is important when purchasing OTCs, according to a new four-part survey titled, “Mom-Shop Report, A National Survey of New Moms’ Shopping Behavior,” conducted by RLA Collective, Persuadable Research and the Mommy MD Guides.
“Pregnant and new moms are a unique demographic that comes with a distinct set of behaviors,” stated Robin Russo, president RLA Collective. “Some of the results of this comprehensive survey opened our eyes to key insights about how this group seeks out and purchases health and wellness brands.”
One of the more surprising findings, for example, suggests that brands should consider targeting baby boomer grandmothers who are among the biggest influencers for new moms. Other key findings include:
- While mobile is used to research by more than half of new moms, 66% are purchasing OTCs from brick-and-mortar mass merchandisers, 57% from local chain drug and 44% from grocery stores. Meanwhile, 22% are purchasing online from Amazon.com and 10% from online drug stores;
- Facebook is key to this group: Nearly 7 in 10 women across all life stages have “liked” a brand’s Facebook page in the last six months and the number of brand pages liked or followed is very high: 29% of the moms say they liked 21 or more Facebook brand pages; and
- Regarding motherhood, the majority of new moms (50%) were just “somewhat” prepared for this big life change. Just slightly more than one quarter (28%) were “very” prepared.
Focusing primarily on personal care, OTC and supplements, the body of information is being presented in four downloadable reports at RLA Collective's web site that look at what makes this phase of life special and provide insights into new moms’ entry into parenthood and how they make purchase decisions for these categories of products. Included in the survey were 1,050 women randomly drawn from a national sample of first- and second-time pregnant and first-time moms with children ranging from birth through 36 months.
VMS disruptor Vitamin Packs adds affiliate program
SEATTLE — Vitamin Packs, the next generation vitamin subscription service, on Thursday announced the launch of its new affiliate program, which offers health and wellness influencers the opportunity to deliver customized vitamins and nutritional supplements to consumers. Within the last four weeks, Vitamin Packs has experienced significant growth with more than 6,000 health-conscious consumers completing the Nutritional Assessment to reveal their personalized vitamin and nutrient recommendations.
"Our first month of business has been marked with several exciting successes, including helping more than 200 people each day uncover their unique vitamin recommendations," said Jason Brown, CEO, Vitamin Packs. "Our goal is to change the way optimal nutrition is achieved, by bringing it back to an individual's needs, wants and aspirations. We do this through artificial intelligence called Sage, which takes into consideration the medications individuals are prescribed by their doctors."
Vitamin Packs launched in July as a potential category disruptor. Poised for continued growth, the executive team is adding Laurent Bourscheidt as the company's new SVP brand and creative.
Vitamin Packs' rule-based artificial intelligence, Sage, analyzes a large and growing body of nutrition and lifestyle research collected from more than 10,000 peer-reviewed journal articles and the wisdom of Vitamin Packs' science advisory board of medical professionals that includes experience with more than 100,000 patient visits. Sage cross-examines 650 drug and nutrient interactions to deliver only what the body needs.
"As an entrepreneur, I've been launching companies for the past 40 years and I've never been more excited about the artificial intelligence we created to help consumers live the exceptional lives they want to live," commented Brown. "Personalized nutrition is the future of preventive health and wellness, and it's here now."
When an influencer joins Vitamin Packs' affiliate program, they are rewarded for promoting the company's unique personalized nutrition model. Customers subscribe to receive personalized vitamin supplements delivered each month in convenient packs for daily consumption. The influencers promote the program and receive commission, $25 for each subscriber, while helping consumers take the guesswork out of the dietary supplement aisle.
pNeo launches new ear care device that helps prevent hearing loss
LOS ANGELES — Retailers can expect to slot a new over-the-counter category soon with the recent passing of the OTC Hearing Aid Act in Congress. Approaching the issue of hearing loss from a different perspective is pNeo, which is introducing its Clear Ear Oto-Tip, an ear wax removal tool.
According to the company, hearing loss can often be worsened or even caused by ear wax build up in the ear canal. This is called conductive hearing loss and is one of the major types of hearing loss. When ears fail to clean themselves normally, which happens more often in aging populations, ear wax can build up and prevent certain sounds from reaching the inner ear, making everything muffled and difficult to hear.
Removing this ear wax can help improve hearing among elderly populations. Clear Ear’s Oto-Tip was specifically created for safe and easy daily ear cleaning. The patented spiral spin technology was created out of Stanford University’s BioDesign program, with specially designed tips made of smooth, soft silicone to protect the inner ear while the tip spins, gently and effectively removing ear wax.
Oto-Tip is ideal for keeping ears clear of ear wax, preventing potential hearing loss caused by wax build-ups and keeping ears healthy, the company stated.