Glucose Health promotes Walmart exclusive with national TV campaign
BENTONVILLE, Ark. — Glucose Health on Tuesday launched a national television ad campaign to increase awareness of Glucose Health Daily Blood Sugar Maintenance, the company’s Walmart-exclusive sweet tea mix.
“Glucose Health sweet tea mix is blended with essential ingredients, such as soluble dietary fiber, which have beneficial impacts on blood sugar, triglycerides and cholesterol and digestive health, as indicated in clinical studies published in peer-reviewed medical journals," stated Glucose Health CEO Murray Fleming. "Glucose Health sweet tea is also blended with botanicals – the plant-based compounds such as extracts of cinnamon tree bark, which have been popularized in natural remedies and folk medicine for helping to maintain healthy blood sugar and regular digestive health.”
A 60-day container of Glucose Health retails for less than $10.
The Glucose Health “Only at Walmart” television ad campaign is airing across primetime and daytime rotations on Hallmark Movies & Mysteries channel, Game Show Network, Lifetime and TV Land. The first phase of the campaign is reaching 25 million Charter Spectrum cable subscribers across 41 states.
Brands reflect better nutrition options
The top three brands in this year’s list of breakthrough brands, defined as those brands either introduced within the 52 weeks ended Dec. 25, 2016, or those brands that experienced blockbuster incremental growth in that time frame, feature the leading meal-replacement solutions on the market today in Premier Protein, Clif Bar and SlimFast, according to IRI. A fourth brand — Quest Nutrition’s Quest Bars — also ranks high on the list. It’s reflective of the consumer need for products that embody an aspirational health- and-wellness direction that many U.S. consumers are pursuing.
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Another four breakthrough brands that really drove sales across all OTC aisles in 2016 all share one common denominator — a need state driven by a baby-boomer consumer. According to calculations from the Consumer Healthcare Products Association, 15% of the U.S. population already accounts for 30% of the spend in over-the-counter solutions. Four meal-replacement solutions represent better nutrition options that have one of several pathways to success.
Premier Protein and Quest Nutrition, for example, are both realizing growth via increased distribution. Post Holdings CFO Jeff Zacoks attributed 40% of Premier Protein’s recent growth to improved distribution and 60% to velocity. “The product is very well received, customer loyalty is very high, repeat rates are very high and household penetration is very low,” he told Wall Street analysts in February.
Quest also is riding a significant growth trajectory following its introduction into mass outlets like Walmart last year. “Now that our bars are mature enough that we have the consumer visibility and pull-through, we’re able to go to mass channels,” Tom Bilyeu, Quest Nutrition president, told Drug Store News this past summer.
Clif Bar continues to deliver on its “all-natural” and “purpose-driven” reputations, catering to both active lifestyles and consumers interested in the philanthropic pedigrees of the brands they buy, as evidenced by Target’s inclusion of the brand in its “Made to Matter” product portfolio several years ago.
And SlimFast continues to capitalize on a strong weight-loss heritage. Healthier snack and meal-replacement solutions will continue to matter in 2017. According to a January Harris Poll, this year one-quarter of Americans are actively seeking to lose weight.
DME sales trending up
With the oldest of the baby boomers celebrating birthday No. 71 in 2017, sales of durable medical equipment and the kind of home health products that help transition patient care from hospital settings to the home in the retail setting have only one direction to go. And that’s up.
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The overall expenditure on durable medical equipment, or DME, including items not available through retail like bed accessories, in 2017 is projected to reach $50.6 billion with a compound annual growth rate of 4.7% through 2020, according to Harris Williams & Co.
That kind of positive momentum already is being realized at retail, noted Steve Light, VP consumer health at Cardinal Health. “Since the launch of Hospital Quality at Home [in 2015], we’ve seen a positive trend in consumption,” he told Drug Store News, regarding home health product selection for the 46% of family caregivers who provide complex chronic care following a hospitalization.
Two of the major retail players in home health products have made significant acquisitions in the past year to round out their overall product portfolios. Drive DeVilbiss in October acquired the durable medical equipment brands in Canada from AMG Medical that includes AquaSense, Airgo, Hugo and Profilio. The company also launched its Inspired by Drive product portfolio.
Similarly, Compass Health, which supplies such brands as Carex, AccuRelief, Apex, Bed Buddy and TheraMed, last year acquired the kinesiology tape StrengthTape from Endevr and the value-oriented ProBasics brand from Invacare.