RuckPack energy drink backed by ‘Shark Tank,’ Noot! Nutrition gains distribution throughout Walgreens
LOS ANGELES — During Friday's episode of ABC's "Shark Tank," Noot! Nutrition announced a $4 million distribution deal with Walgreens that will see its RuckPack eneregy shot distributed across the chain's more than 8,600-store base. According to company founder Rob Dyer, this will make RuckPack "an actual contender in the energy drink category."
If successful, the new energy shot will provide a much-needed jolt to the $389.8 million category, which is down 10.7% in sales for the 52 weeks ended Nov. 3 across total U.S. multi-outlet channel, as defined by IRI.
Living Essentials' 5 Hour Energy dominates that category with an 85.5% dollar share and $333.4 million in sales. The leading competitor, NVE Pharmaceuticals' Stacker 2 Xtra, possesses a 4.3% dollar share with $16.7 million in sales. Another NVE Pharmaceutical SKU, Stacker 2, has a 2.7% dollar share with $10.6 million in sales.
Noots! Nutrition received $150,000 in venture funding last year from "Shark Tank" panelists Kevin O'Leary and Robert Herjavec. “This is a huge boost for RuckPack,” Dyer said after the broadcast. “We are indebted to everyone at ‘Shark Tank’ for their belief in the consumer value and future potential of RuckPack. This infusion of funds will help us to expand production to meet the already strong demand, as well as to extend national distribution.”
Dyer was a Marine aviation officer who served two tours of duty in Iraq and two in Afghanistan, where he formed the idea for RuckPack. He launched the product on Veterans Day 2011 while he was completing his MBA in financial management at the Naval Postgraduate School in Monterey, Calif.
RuckPack is a single serving nutritional shot that sustains energy by supplying the vitamins, electrolytes and ingredients the body needs for peak mental and physical performance, the company stated.
IRI releases SilverLink, provides insights into baby boomer shopping segment
CHICAGO — IRI on Tuesday released SilverLink, a new report that segments the U.S. population ages 50 years and older based on demographics; attitudes toward aging, health and wellness; shopping behavior; and lifestyle habits.
“The next generation of retirees will be the healthiest, longest lived, most educated and most affluent in history,” stated Robert Tomei, president of consumer and shopper marketing for IRI.
IRI’s SilverLink identifies six distinct consumer segments. Three of the six segments, “Secure,” “Conscientious” and “Preoccupied,” present particularly strong growth opportunities for manufacturers and retailers. Accounting for a combined 52% of the 50-and-older population, these three groups and the unique opportunities they represent are:
- Secure – With a median income of $58,000, these shoppers believe they have enough money for a comfortable retirement. They consider themselves to be in good health, prioritize exercise and try to eat a healthy diet about 80% of the time. These shoppers are ideal targets for nutritious items that support a healthy lifestyle;
- Conscientious – These shoppers are diligent about their health and their finances and have a median income of $37,000. They monitor their diets, both to maintain a healthy weight and to feel good. Deals and coupons are key to attracting Conscientious consumers, and they will be particularly receptive to online promotions, as they love technology and social media, and often research new products online; and
- Preoccupied – Unlike Conscientious and Secure shoppers, consumers in the Preoccupied segment do not focus on exercising or improving their diets, although they know they should. With a median income of $51,000, these shoppers are often on the go and generally choose convenience over nutrition. Although this group stands out due to its lack of commitment to healthy eating, CPG manufacturers and retailers can still win with this group via simple, convenient offerings, such as prepared single-serve meals.
The following three segments comprise the remaining 48% of the 50-and-older population:
- Unconcerned – These consumers are content with their lifestyles and have a median income of $42,000. While most would like to lose at least 10 lbs., they do not make exercise or healthy eating a priority;
- Resistant – With a median income of just $32,000, the Resistant segment is the worst off financially. They also are not particularly active, often as a result of mobility issues. This group would like to be healthier but lacks the financial resources to do so; and
- Resigned – Like the Resistant group, Resigned shoppers also are suffering from physical deterioration and struggle to make ends meet. With a median income of $34,000, they prefer foods that require little preparation, often choose convenience over nutrition and tend to eat lots of processed foods.
Since 2007, real median income has declined for all age groups except those ages 65 years and older. In fact, this age group actually saw a 5% income increase from 2007 to 2010. The likelihood that an American who reaches the age of 65 years will survive to age 90 years has nearly doubled in the past 40 years.
IRI fielded data for the SilverLink segmentation in August 2013 among National Consumer Panel respondents, representing the U.S. population ages 50 years and over.
IRI releases first NutriLink segmentation study
CHICAGO — To help CPG manufacturers and retailers identify and leverage the varying shopper beliefs about health and nutrition, IRI has released the first NutriLink segmentation study, which classifies U.S. consumers into six groups based on their behavior and attitudes toward health, diet and nutrition, as well as their demographics, the firm announced Tuesday.
“Attitudes vary drastically across the NutriLink segmentation, so a clear understanding of each group’s specific wants and needs is essential for effective targeting and enticing shoppers,”Robert Tomei, president, consumer and shopper marketing, IRI said. “These insights can also unlock new opportunities to drive sales volume, increase consumer loyalty and develop successful new products.”
While only three of the six NutriLink segments are actively pursuing healthier lifestyles, all six represent notable growth opportunities for CPG marketers and retailers:
- Fast & Frugal – Taste and price are key concerns for these shoppers, who have a median income of $36,000, a median age of 46 and make up 26% of shoppers. As a result of their on-the-go lifestyles, they rarely exercise and prefer foods that are quick and easy to prepare or are ready to eat;
- Sensible Super Moms – To ensure that they and their families look and feel good, these savvy moms prioritize eating right and exercising. They prefer fresh food and actively seek information on nutrition/healthy eating but also believe indulgent snacks can be part of a healthy diet. With a median income of $46,000 and a median age of 42, Sensible Super Moms account for 20% of the population;
- Wise and Healthy – With a median age of 68 and median income of $49,000, these shoppers are not as adversely affected by changes in the economy and can afford to buy healthy, nutritious groceries. They make an effort to exercise daily and believe in eating healthy food at least 80% of the time in order to stay healthy and disease-free. As many as 16% of shoppers fall into the Wise and Healthy segment;
- Healthy Chic – These shoppers are actively trying to improve eating habits and tend to follow strict diets or eat healthy at least 80% of the time to stay healthy and maintain or lose weight. This group enjoys a median income of $76,000, has a median age of 44 and accounts for 16% of the population;
- Convenient and Content – This group does not put a premium on diet or exercise. Their food choices tend to revolve around taste convenience rather than health. With an average age of 54 and a median income of $65,000, they are not particularly affected by changes in the economy. Convenient and Content represent 14% of the population.; and
- Carefree Coasters – These shoppers generally eat on the run and are largely indifferent to taste, freshness, healthiness and price. With a median age of 50 and a median income of $38,000, they spend very little time thinking about what they eat and are not concerned about calories or other nutritional aspects of food. Carefree Coasters account for 9% of the population.
Though very different, each NutriLink segment is targetable, and each offers unique opportunities for CPG manufacturers and retailers. For example, Fast and Frugal shoppers will be drawn to inexpensive, prepared single-serve meals, while Healthy Chic and Wise and Healthy shoppers will be eager to try new healthy and organic products.
IRI completed the NutriLink segmentation in October 2013, based on a survey of demographically balanced respondents from the National Consumer Panel.