Sales in mass, food channels outpace drug
The combined one- and two-letter vitamins and vitamin, herbal and mineral supplement categories saw an all outlet (total U.S.) growth of 3% for the last 12 months versus the year-ago period, yet the food channel delivered gains of 4% while the drug channel lagged at 2%. Key drivers in drug were VHMS (up 3.4%), followed by one- and two-letter vitamins (up 2.7%). In the food channel, multivitamins gained just 2%, while both VHMS and one- and two-letter vitamins increased 4% and 5%, respectively. (Figure 1)
For leading manufacturers in the VHMS category, Pharmavite saw the highest percentage of sales on promotion in the drug channel, yet it remained flat in sales year over year. I-Health saw a much lower percent of sales on promotion (76%), yet posted more than 3% sales growth. Pharmavite also had the highest percentage of sales on promotion in one- and two-letter vitamins, and performed better with gains of 7% year over year in drug channel. (Figure 2)
Average margins for Nature’s Bounty were consistently highest in mass and food, but had only a four-point margin spread on average between mass and drug percentages. Pharmavite held a wider spread across channels, and Nature’s Bounty had lower average retail margins in drug. I-Health had the lowest percentage in mass with 29%. (Figure 3)
Nature’s Bounty appears to generate two times the number of circular ads versus rival Pharmavite in food in the one- and two-letter vitamins segment. Despite driving growth in this segment, i-Health has seen the least amount of promotional activity in feature ads across all three channels. (Figure 4)
To view the full Promo Watch report, complete with charts, click here.
VMS white space? Natrol introduces brain-boosting Cognium supplement
CHATSWORTH, Calif. — Natrol on Monday introduced a new supplement for brain health, Natrol Cognium. Backed by nine human clinical studies, the active ingredient in Natrol Cognium has shown statistically significant improvements in memory and cognition in as little as four weeks, Natrol reported.
“People take supplements to help take care of their hearts and digestion, so it only makes sense they would look for something to help improve their brain health," stated Mike Dow, product spokesman and author of “The Brain Fog Fix.” "In fact, brain health isn’t just something that’s on the mind of baby boomers, I get questions about it from people of all ages,” he said. “There are many things that people can do to improve their health and one of those things can be taking Natrol Cognium, which is safe, natural and stimulant-free.”
Natrol Cognium is formulated using a unique protein found in silk as its active ingredient. The protein works by energizing and protecting the brain and has been shown in clinical imaging to increase glucose, providing energy and nourishment for improved brain functioning. It also acts like an antioxidant for the brain, protecting it from free radicals and oxidation that cause aging.
“We’re proud to launch Natrol Cognium as our innovative way to tackle the issues surrounding brain health,” commented Tom Zimmerman, CEO Natrol. “From forgetting names of friends or colleagues to struggling for a word, we all have those moments where we could use something to keep our memory strong and our minds sharp. People can use Natrol Cognium to proactively manage and own their everyday health and help them face real issues they’re dealing with in their busy lifestyles as they age.”
Ansell takes Skyn brand experience to next level via Amazon Alexa
ISELIN, N.J. — Ansell on Monday launched an exclusive skill via Amazon Alexa, "Set the Mood." The skill will play a role in Skyn's "Feel Everything" campaign, which is designed to highlight the sensitivity of the non-latex polyisoprene condom by activating experiences designed to heighten all five senses.
The "Set the Mood" skill will offer users playlists, accessible via Amazon Alexa. To build the program, Skyn partnered with four cutting-edge DJs, including DJ Mike Sincere, DJ Lezlee, DJ Morsey and DJ Girlbot, to produce original songs and curated playlists inspired by the five unique SKYN condom varieties.
"As a condom brand to innovate and market an exclusive Alexa skill, we are thrilled to work with these talented DJs to provide our users with songs and playlists," stated Jeyan Heper, president and general manager, Sexual Wellness Global Business Unit at Ansell. "With the launch of the exclusive 'Set the Mood' skill, we are providing our consumers with an additional sensory element to accompany their most intimate moments by coupling technology, music and safe sexual practices."
Alexa's skill was developed by Ansell's North America creative agency, AMP Agency, within their Creative Technology department. Leveraging Amazon's software development kits, AMP utilized the framework to create a custom skill experience that allows consumers to seamlessly leverage Alexa's voice technology in their most intimate moments. "We've had a long history of partnering with Ansell to create cutting edge experiences and we are pleased to continue that tradition with the Alexa App," commented Gary Colen, AMP's CEO. "As Ansell continues to innovate in the healthcare field, AMP will continue to leverage new technologies to surprise and delight their customers."