V8 targets seniors with healthy energy shot
Energy shots have delivered a jolt to pharmacy sales to the tune of an incremental $50 million in the past year. That business was borne out of targeting the typical all-nighters: college kids cramming for exams, truck drivers and third-shift workers. But seniors?
That’s what a Wall Street Journal report published earlier this month picked up on after finding that such marketers as Living Essentials and NVE Pharmaceuticals have been tweaking their advertising targets — Living Essentials directly with the AARP and NVE with cable placements on the older-skewing Learning Channel and Discovery Channel.
Now Living Essentials and NVE will be joined by the likes of Campbell Soup following the announcement last month that the company plans to expand its V8 franchise into the energy shot space. Campbell will be positioning its V8 brands — which resonate well among seniors — as healthier alternatives to most energy drinks on the market today. “We are branching into the energy drink market with the kinds of nutritious beverages that V8 is known to deliver,” stated Dale Clemiss, VP of V8 Beverages. “People can now feel good about drinking an energy drink or shot with a combined serving of vegetables and fruit, and powered naturally by green tea.”
V8 energy shots already are available at select locations in Colorado, Florida and Minnesota.
In addition to attracting older buyers, energy shot manufacturers are busy trading their consumers up from the one-shot purchases at the check-stand and two-shot packs in the over-the-counter section. “[We’re] trading up existing consumers to larger purchases — from singles to multipacks,” said Elaine Lutz, Living Essentials’ spokeswoman. To that end, Living Essentials has folded four-pack offerings into the drug, food and C-store channels and has added a 10-pack for mass retailers.
The article above is part of the DSN Category Review Series. For the complete Energy Shots Mid-Year Report, including extensive charts, data and more analysis, click here.
Hit me with your best shot
NEW YORK — The energy shot market is dominated by Living Essentials, which fields the most recognized shot — 5-Hour Energy, the shot you take to avoid that “2:30 feeling.” With an annualized $58.3 million in incremental sales across food, drug and mass (excluding Walmart), retail sales are certainly feeling a little caffeinated.
5-Hour sales were jacked to the tune of $152 million across food, drug and mass, according to SymphonyIRI Group for the 52 weeks ended April 17, representing 62.3% growth versus the prior year — and that’s also not including Walmart.
Q&A: The scoop on supplements
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.