HEALTH

VMS for healthier pets

BY Michael Johnsen

NEW YORK — Pet supplements represent a new mostly untapped market opportunity for the OTC section in the retail pharmacy setting. Consumers spent an estimated $52.9 billion last year on their pets, up 3.7% as compared with 2011 actual sales, according to the American Pet Products Association.

And the typical pet owner spends, on average, $95 per year on pet supplements for their dogs and $43 on supplements for cats. But the question is how much more would owners spend, or how many more owners would buy supplements, if they were merchandised alongside supplements formulated for two-legged folks?

“People do not think to go to the pharmacy for their pet health needs, but when they see it, there is an immediate trigger,” said Joe Wayman, president of True-Dose, which has been making a strong pitch linking pet supplements to a pharmacist recommendation this year. “If you go to the pharmacy, you trust your pharmacist, and the pharmacy should have higher-quality products.”

Venerable Nutramax Laboratories in November placed its Cosequin for Dogs into Walmart stores. Nutramax’s new mass line is being endorsed by “Jungle Jack Hanna,” director emeritus of the Columbus Zoo, who has been the Cosequin brand spokesman for the past two years.

 

 

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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J.BACK says:
Jan-17-2013 03:41 am

Good Blog Sir... your blog is very helpful... I am happy to find this post very useful for me, as it contains lot of information. I always prefer to read the quality content and this thing I found in you post. Thanks for sharing. Mystery shopper

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HEALTH

Wellness surge, regulations create healthy growth

BY Michael Johnsen

Interest in vitamins, minerals and supplements as a viable consumer product with strong profit-bearing potential has got to be at an all-time high right now, judging from the number of merger and acquisition deals scrolling across the latest finance news feeds.

And that can only bode well for the future. Sales of total vitamins and supplements were relatively flat (-0.4%) at $5.8 billion across total U.S. multi-outlet for the 52 weeks ended Nov. 4, according to SymphonyIRI Group. But the stars are aligning for supplements overall as a stronger regulatory environment coupled with a gravitation toward better living gives consumers and investors faith that supplements are not only safe, but will help keep them healthy into their twilight years.

That corporate interest in supplements as a viable business going forward was most apparent when Reckitt Benckiser upped the ante and won its bid for Schiff Nutrition shortly after a Bayer Consumer Health play for that same business. Earlier in the year Schiff itself had picked up Digestive Advantage, Church & Dwight bought Avid Health and Procter & Gamble purchased New Chapter.

And most recently Meda Consumer, fresh off of its successful repositioning of its iron franchise Feosol, will be launching into the natural sleep aid category with its recent acquisition of MidNite.

Growth potential in the dietary supplement sector has captured Wall Street’s attention, suggested Steve Mister, president and CEO for the Council for Responsible Nutrition. The supplement industry actually grew through the recession, Mister said. “There is this growing interest by consumers for wellness,” he said. “[Wall Street] is looking for somewhere to put their money that’s going to get more than a 2% return.”

A stronger regulatory environment helps fortify the supplement sector as an attractive investment. “[Wall Street] wants a predictable regulatory environment,” such as good manufacturing practices and mandatory adverse event reporting, Mister said.

Nontraditional drivers of dietary supplements may include health insurers and employers. With insurance mandates driving more potential consumers into healthcare coverage next year, those insurers with larger bases of healthier patients will reap friendlier margins.

 

 

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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Desmond says:
Aug-16-2013 10:50 am

From what I've noticed the dietary supplement sector is by far one of the most promising in this field. Even if the demand for vitamins and supplements is increasing as Canada Drugs will continue to honor all their orders as before.

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Revamped marketing campaign boosts sales of Alli

BY Michael Johnsen

GlaxoSmithKline’s Alli is back. And while the brand is still slightly down versus year-ago sales  — Alli posted a sales decline of 8.9% to $13.9 million across all channels for the 12 weeks ended Nov. 4, according to SymphonyIRI Group — overall, the category is trending up 15% in quarterly sales increases. The recent resumption of marketing efforts behind Alli coupled with recent New Year’s resolutions should maintain Alli’s position as the top-selling diet-aid tablet, and the only OTC option in the category.

GSK in the last quarter launched a new marketing campaign behind its Alli brand, the company noted. “Our [new] campaign is called ‘Let’s fight fat,’” said Deborah Larsen, GSK’s marketing director for Alli. The campaign focuses on partnering with dieters on their path to weight loss, she said. One of the first changes made to Alli following its “relaunch” was a revamped web site at MyAlli.com. A second marketing enhancement new to Alli is its foray into social media sites like Facebook and Twitter.

 

 

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

 

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