HEALTH

New products meet demand for probiotics

BY Michael Johnsen

NEW YORK — A recent survey commissioned by Dannon found that 68% of consumers believe certain probiotics help regulate the digestive system, yet one-third of Americans agree that they don’t get enough probiotics in their average daily diets.

That suggests an upside for an already hot category — sales of probiotics were up 16.2% across all channels to $232 million for the 52 weeks ended Oct. 28, according to SymphonyIRI Group data.

“Last year, we introduced our Digestive Health probiotic,” said Doug Jones, Pharmavite spokesman. It’s the third probiotic brand for Pharmavite, Jones said, and it is entering a space that is projected to reach $400 million in sales in the not-too-distant future.

In addition to Pharmavite’s new launch, both Pfizer and Bayer recently launched probiotic offerings under their respective supplement brands — ProNutrients Probiotic, from the makers of Centrum, and TruBiotics from the makers of One-a-Day. And Upsher-Smith Labs in June launched a probiotic specifically designed for women called Provella.

 

 

The article above is part of the DSN Category Review Series. For the complete VMS Buy-In Report, including extensive charts, data and more analysis, click here.

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Sleep aids awaken as key to overall wellness

BY Michael Johnsen

With sleep aids rising from the floor level shelf across several analgesic planograms, the category that features several dietary supplement players is becoming more prominent. Sales of melatonin, the natural ingredient most often associated with calming and sleep, were up 35.8% to $123.9 million for the 52 weeks ended Oct. 28, according to SymphonyIRI Group across its total U.S. multi-outlet data set.

Raising the profile of products containing melatonin may have awoken a sleeping giant of a category. “Sleep aids only have 6% penetration when you look at the OTC world,” noted Jeff Cohen, VP general manager for Meda Consumer Healthcare. “It’s a really underpenetrated category.”

Meda gained entry into the category with its recent acquisition of MidNite, a melatonin supplement with annualized revenues of approximately $15 million, according to the company.

And Dream Products’ sleep-aid shot Dream Water was featured on CNBC’s “How I Made My Millions” not too long ago. “There is a chronic sleep issue affecting a substantial minority of the population,” David Lekach, Dream Products EVP sales, told DSN. “When you factor in [that sleep] is more and more becoming part of the overall wellness conversation — the fundamental building block of any wellness program is sleeping right.”

 

 

The article above is part of the DSN Category Review Series. For the complete VMS Buy-In Report, including extensive charts, data and more analysis, click here.

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CytoSport launches Evolve protein drink for women

BY Michael Johnsen

BENICIA, Calif. — CytoSport on Tuesday launched Evolve, a naturally flavored protein shake that will serve as a complement to any woman’s evolution toward a healthy lifestyle. Shaped by Muscle Milk, Evolve is the latest protein beverage innovation to hit CytoSport’s portfolio. Available in early January 2013, Evolve can be found in the weight management or protein nutrition aisle at retailers nationwide.

"Women today find themselves balancing combinations of careers, social and family life," stated Nikki Brown, CytoSport CMO. "As a working mother of three, I can identify," she said. "Evolve is a delicious, low-calorie, protein-enhanced complement to an active, healthy lifestyle."

Packaged in an 8.25-oz. portable Tetra Pak four-pack, Evolve is sweetened with stevia, cane sugar and monk fruit. Tonalin CLA, an ingredient in Evolve, helps reduce body fat, maintains lean muscle mass and improves body composition. "We were looking for a premium ingredient that would appeal to women and provide an added functional benefit," Brown said. "Tonalin CLA is backed with research and is proven to be safe and efficacious. It not only helps enhance our shakes, but it also provides Evolve with an advantage over other beverage options."

Evolve is lactose and gluten free and contains 110 calories, including 12 g of high-quality protein and 20 vitamins and minerals, and is an excellent source of fiber. The new RTD is available in five flavors: chocolate, vanilla cream, strawberry, mixed berry and café latte.

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J.FOLEY says:
Jan-16-2013 09:02 am

Taste is improved over the 100cal muscle milk light, CLA has good science for fat losss and muscle retention. Product is well executed from a nutritional and taste perspective.

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