HEALTH

Consumers preferring Pedialyte electrolytes

BY Richard Monks

COLUMBUS, Ohio — When it comes to ready-to-drink baby electrolytes, consumers continue to show a clear preference for Abbott Nutrition’s Pedialyte line. The category’s best-selling brand, Pedialyte accounted for nearly $6 of every $10 spent in the category during the 12 months ended May 15, according to IRI. That market share is a slight increase over a year earlier and is mainly due to the growing popularity of Pedialyte Advanced Care. IRI data shows that sales of the product increased 34.6% over the period, far outpacing the 11.1% gain for the overall electrolytes segment.

(Click here to view the full OTC Category Review.)

Designed to promote quick fluid and electrolyte absorption, while a child is sick, Pedialyte Advanced Care contains about half the sugar and more sodium and potassium than sports drinks. In addition, it is formulated with prebiotics to help promote digestive health. Abbott offers Pedialyte Advanced Care in four flavors — blue raspberry, cherry punch, strawberry lemonade and tropical fruit.

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New moms seek natural, organic baby products

BY Michael Johnsen

As more millennials start to have babies, retailers from coast to coast are targeting these new parents with an array of natural and technologically-advanced products, and a more “mom-friendly” baby care offering.

(To view the full Category Review, click here.)

“We believe first-time moms of this generation are very much seeking natural healthcare solutions to treat their children,” said Les Hamilton, EVP at Hyland’s, which markets homeopathic baby care formulas used to treat everything from teething pain to colic, according to IRI.

Marketers said that like parents of past generations, millennials seek out products they know are safe and effective. More than ever, they noted, that has come to mean natural formulas and organics.

“The new generation of first-time parents understands that organic is not just a marketing buzzword,” said Melinda Olson, CEO of Earth Mama Angel Baby, which offers an extensive line of organic pregnancy, post-partum, breast-feeding and baby care items. “They use it as a true yardstick with which to gauge safety, purity and label transparency.”

While suppliers like Hyland’s and Earth Mama have seen their product lines attract mothers seeking natural and organic alternatives, others have targeted millennials’ love of technology.

Church & Dwight, for instance, recently debuted the world’s first Bluetooth-enabled pregnancy test stick. The Pregnancy PRO digital pregnancy test syncs directly to the First Response app on a user’s mobile device.

For some retailers, attracting millennial moms has gone beyond just rethinking their baby care mix.

Supermarket chain Hy-Vee, for instance, has set aside space in more than 50 of its stores across the Midwest for what it-calls “mother’s rooms” — areas that are equipped with comfortable chairs, a table, sink and diaper-changing table.

“The purpose of our mother’s rooms is to reduce barriers to breast-feeding by providing mothers with a private, quiet place to feed their children,” senior communications manager Tina Potthoff said. “As customers’ expectations and schedules continue to change, establishing this important space is taking a big step in creating an extraordinary customer experience.”

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First Response Rapid Result sales swell

BY Michael Johnsen

SOUTH BEND, Ind. — A mainstay of Church & Dwight’s First Response line, the First Response Rapid Result pregnancy test has been one of the strongest-performing items in the pregnancy test kit market over the past year. Data from IRI showed that for the 12 months ended May 15, sales of First Response Rapid Result increased by 34.1% to $15.3 million, making it the fifth best-selling pregnancy test in the country and 1-of-3 First Response products among the category’s 10 top sellers. Coupled with a significant increase for the First Response Gold pregnancy test kit (up 34.5% for the year), Rapid Result helped Church & Dwight remain as the No. 2 marketer of pregnancy tests, second only to private-label kits.

(To view the full Category Review, click here.)

Marketers say that the First Response Rapid Result’s ability to isolate and detect the pregnancy hormone in the user’s urine and provide results that are 99% accurate in just one minute has made it popular with women by helping to reduce the time that women anxiously wait for results.

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