Sleep aids awaken as key to overall wellness
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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CytoSport launches Evolve protein drink for women
BENICIA, Calif. — CytoSport on Tuesday launched Evolve, a naturally flavored protein shake that will serve as a complement to any woman’s evolution toward a healthy lifestyle. Shaped by Muscle Milk, Evolve is the latest protein beverage innovation to hit CytoSport’s portfolio. Available in early January 2013, Evolve can be found in the weight management or protein nutrition aisle at retailers nationwide.
"Women today find themselves balancing combinations of careers, social and family life," stated Nikki Brown, CytoSport CMO. "As a working mother of three, I can identify," she said. "Evolve is a delicious, low-calorie, protein-enhanced complement to an active, healthy lifestyle."
Packaged in an 8.25-oz. portable Tetra Pak four-pack, Evolve is sweetened with stevia, cane sugar and monk fruit. Tonalin CLA, an ingredient in Evolve, helps reduce body fat, maintains lean muscle mass and improves body composition. "We were looking for a premium ingredient that would appeal to women and provide an added functional benefit," Brown said. "Tonalin CLA is backed with research and is proven to be safe and efficacious. It not only helps enhance our shakes, but it also provides Evolve with an advantage over other beverage options."
Evolve is lactose and gluten free and contains 110 calories, including 12 g of high-quality protein and 20 vitamins and minerals, and is an excellent source of fiber. The new RTD is available in five flavors: chocolate, vanilla cream, strawberry, mixed berry and café latte.
Taste is improved over the 100cal muscle milk light, CLA has good science for fat losss and muscle retention. Product is well executed from a nutritional and taste perspective.
Inergetics launches comprehensive line of weight loss aids at ECRM VMS
PARAMUS, N.J. — Inergetics will be breathing new life into diet aid brands Bikini Ready and SlimTrim, the company noted on Monday. Those are two brands the company recently acquired from Whole Products Group that will be the focus of presentations at the ECRM Vitamin, Diet & Sports Nutrition conference being held in San Antonio this week.
“The energy, innovation and superior marketing efforts behind new Bikini Ready and SlimTrim are sure to be a hit at the show,” stated Michael James, CEO of Inergetics. “We’re excited about the prospects these new franchises bring to Inergetics and look forward to building the kind of sell-through business retailers will relish as part of their set."
The lineup of new Bikini Ready Weight Loss Lifestyle products covers a broad spectrum of diet aids designed to help consumers lose and maintain weight, including Bikini Ready Yummy Shake, Bikini Ready Fashion Multi, Bikini Ready Cleanse Cleanse and Bikini Ready Weight Loss Catalyst.
SlimTrim and SlimTrim Caffeine Free further rounds out the Inergetics’ stable of diet supplements designed to address consumer need to lose weight.
Additionally, Inergetics is introducing its newly reformulated Surgex Sports Nutrition brand with four new SKUs: SurgexPump, SurgexMeal, SurgexFix and SurgexThermo.
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