ADISON, N.J. — Pfizer Consumer Healthcare is giving pain a bad name in marketing its pain-relief brand Advil as the “good” medicine, with Jon Bon Jovi signing on as a company spokesman. The message is part of Pfizer’s “Advil Stories” campaign, which has helped drive growth of the brand in a historically stagnant category — for the 12 weeks ended Nov. 27, Advil sales were up 2.9% to $74.3 million, according to SymphonyIRI Group across food, drug and mass (excluding Walmart). The advertisement aired Dec. 9.
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Krill oil hooks consumers
Awareness around the benefits of krill oil versus fish oil — being just as effective with a lesser amount and the possibility that krill oil may leave more EPA and DHA in the body to be absorbed, according to two clinicals published in 2011 — may be a hot topic in 2012. The revitalized Schiff company will be increasing its support of its MegaRed krill oil supplement to as much as 24% of sales in 2012. And Pharmavite in 2011 launched its NatureMade Krill Oil as a new source of omega-3 fatty acids coupled with the antioxidant astaxanthin. Perhaps the biggest consumer benefit associated with krill oil: No fishy aftertaste.
The article above is part of the DSN Category Review Series. For the complete Vitamins, Minerals and Supplements Sell-Through Report, including extensive charts, data and more analysis, click here.
Fitness trends could show shelf strength
Diet aids and meal replacement products aren’t the only categories subject to the whims of a supply-chain-busting weight-loss/dieting fad. The American College of Sports Medicine revealed the top trends in fitness and wellness for 2012 in its November/December issue of Health & Fitness Journal.
So relative to pharmacy retailing, following are some of the top fitness trends:
Fitness programs for older adults. As the baby boom generation ages into retirement, it is assumed that people have greater discretionary money but have a tendency to spend it more wisely and have more time to engage in an exercise program;
Core training. This trend stresses strength and conditioning of the stabilizing muscles of the abdomen, thorax and back. Core training continues to use stability balls, BOSU balls, wobble boards and foam rollers, among other pieces of equipment; and
Yoga. Instructional tapes and books are abundant, as are the growing numbers of certifications for the many Yoga formats. Yoga appeared in the top 10 in this survey in 2008 and seems to be making a comeback in 2010 (No. 14) and 2011 surveys (No. 11).
The article above is part of the DSN Category Review Series. For the complete Diet/Weight Loss Buy-In Report, including extensive charts, data and more analysis, click here.
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