Intimacy takes a vertical stand
As of this past fall, many retailers began facing their condom displays upright as part of a supplier-driven efficiency program that will end up creating additional shelf space. On average, three vertical condom packages will occupy the same space once taken by only two horizontal condom packages. That means last year, only four packages would have fit in this shelf shot, taken at CVS.
Even as mainstream America has become more comfortable with intimacy health solutions in a healthcare setting, condoms still represent a difficult category to shop, and the new alignment is expected to make intimacy selections easier to identify quickly.
Consumers spend less than 10 seconds at the shelf in this category, as compared with almost two-and-a-half minutes at the shelf when purchasing pregnancy test kits, according to Church & Dwight research.
Retailers, consumers seeing purple
Customers are seeing purple again — reminiscent of another switch that took advantage of the eye-catching color purple. Sanofi-Aventis through its Chattem division in March launched Allegra, the last of the second-generation antihistamines. And purple-powered displays, like this in a Walmart in Lancaster, Pa., dotted the retail pharmacy landscape.
“We will make very, very massive investments in terms of advertising and promotion, and we are in fact very confident and even optimistic that in a very, very short [time] we will reach sales levels [as high as] the two leading products in this field,” boasted Hanspeter Spek, president of global operations for Sanofi-Aventis, a few weeks before the actual launch.
Though Allegra is not expected to reach the sales heights of $200 million-plus like its two second-generation antihistamine predecessors, Claritin and Zyrtec, an incremental $100 million-plus to OTC allergy sales is not out of the question.
‘Pro’-active health at Wegmans
Wegmans hosts a bevy of natural solutions (e.g., gluten-free foods, supplements and homeopathic solutions) just outside its produce department, including this refrigerated unit replete with probiotics and flax-seed oil supplements. That places the mass-oriented grocer more in line with the kind of natural wellness position you would expect to find at a Whole Foods or other natural grocer.
Even during a time when consumers are cutting back on healthcare expenditures, the probiotics category has continued to grow. According to a report in New Hope 360, sales of probiotic refrigerated juices and beverages were up 43.6% in the natural channel for the 12 months ended August 2010, citing SPINS data. Sales of all probiotics across food, drug and mass in that time were up 37% to $223 million.