Season expands into fall
While the need for weight loss is year-round in a country where 1-out-of-every-3 adults is considered obese, the business of weight loss still is seasonal. The first few weeks of January see a spike from the guilt-laden who had over-indulged during much of the holidays. That demand peters off slightly until just before bikini season in the spring.
A third spike now is seen in the back-to-school period. “We’re seeing in certain states right before school starts a little bit of lift in August [and] September,” noted Michelle Douglas, brand manager with Iovate Health Sciences.
Lifestyle management company Weight Watchers — which recently nabbed Walgreens chief innovation officer Colin Watts — also has identified fall-time advertising as a growth area, along with men who are interested in dieting. “September was particularly strong, benefiting from higher marketing investment and from continued interest in our products for both men and women,” David Kirchoff, Weight Watchers president and CEO, told analysts in November. “Men now account for approximately 15% of our Weight Watchers online sign-up volume in the [United States], despite the fact that our awareness with this population is still relatively low.”
Watts is now Weight Watcher’s SVP wellness and global innovation, and is in charge of consumer insights for the company. So that awareness among men will soon be on the rise.
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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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.