HEALTH

Age, gender play significant role in VMS use

BY DSN STAFF

As many as 72% of consumers use vitamins and dietary supplements, according to an online survey of more than 900 AccentHealth viewers conducted in late 2012. Those most likely to report supplement use include women and all consumers over the age of 55 years. Almost 3-in-4 women surveyed supplement their diets (74%) vs. 65% of men, and 81% of consumers over 55 years reported supplementing vs. 72% of consumers between the ages of 35 years and 54 years.

"While pharmacists are reported as the primary source of information on OTCs, doctors are the ‘go-to’ on vitamins and dietary supplements," noted Sara Mawhinney, AccentHealth senior market research analyst. Two-in-5 survey participants reported that they were primarily given information about their supplements from their doctor, followed by 28% who received that information from a friend or relative, and 18% who researched their supplements online.

Notably, survey participants over the age of 55 years were more likely to seek multiple sources of dietary supplement information (33%) as compared with younger shoppers (25%).

There are other differences regarding how survey participants over 55 years got their supplement information. While physicians are the most commonly used resource, those ages 55 years and older are significantly more likely to use the Internet for information on vitamins as compared with younger shoppers. "Additionally, respondents ages 55-plus years are more likely than those younger to consult a doctor or pharmacist and read … magazines for vitamin information," Mawhinney said. Radio was the least-cited source for information — only 1% of consumers over 55 years identified the radio as an information source.

Patient Views is a new, exclusive consumer insights feature that appears in every edition of DSN magazine, as well as in the daily e-newsletter DSN A.M. If you could ask more than 5,500 patients anything at all, what would it be? Send your questions to reder@lf.com.

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CDC: Flu incidence drops to 2.8%

BY Michael Johnsen

ATLANTA — The proportion of outpatient visits for influenza-like illness was 2.8% for the week ended Feb. 16, the Centers for Disease Control and Prevention reported Friday, a strong indicator that the 2012-2013 flu season is on its way out. Nevada, New Jersey and Vermont were still reporting high ILI activity; while 13 states and New York City reported moderate activity; 11 states reported low activity; and 23 states reported minimal activity.

CDC also reported that the cumulative rate of hospitalizations for the season came out to 34.2 laboratory-confirmed influenza-associated hospitalizations per 100,000 population. Of reported hospitalizations, more than 50% were among adults 65 years and older. The heavy prevalence of hospitalizations among seniors may be linked to the low effectiveness of the flu vaccine in that population this year. According to the "Morbidity and Mortality Weekly Report" published Friday, vaccine effectiveness this year was 9% for seniors

 

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C&D enters personal lubricant market, seeking to make Trojan intimacy health ‘mega-brand’

BY Michael Johnsen

NEW YORK — Trojan is about to enter the personal lubricant business, Jim Craigie, chairman and CEO for Church & Dwight, told analysts last week at the 2013 Consumer Analyst Group of New York Conference. 

"Trojan, finally, is entering the sexual lubricant category with a brand called Crazy Sexy Feel, under the Trojan brand name," Craigie said. "We hope to do this category, what the AXE brand did to the deodorant category."

C&D will be introducing three SKUs and will be sampling heavily to help drive share, Craigie said. "Big category, $250 million in sales," Craigie said. "Actually been a little soft or stagnant the last few years, because of a lack of innovation. We’re going to bring it to the category." Craigie noted that while condom use declines as people age, personal lubricant and personal massager use remains high over the course of a person’s lifespan. "This is all part of our strategy to turn Trojan into our next megabrand," he said. 

C&D is looking to become the No. 1 brand across three intimacy health segments, Craigie said. That includes the condom category, a $500 million category of which Trojan has a 66% dollar share; the personal massager category, about a $300 million category; and personal lubricants.

"You’ve seen the category size and growth [across these three categories]," he said. "With the trends in America, driven by, whether it’s books [like Fifty Shades of Grey] or things like that, it’s become a mainstream [product]. I actually believe that, and we want to take the brand, it is the mainstream brand, and take it across all the categories and create our next mega-brand."


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