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Thecounter NICHE OverTHECOUNTER NICHE INTIMACY HEALTH Marketing condoms for the female buyer BY MICHAEL JOHNSEN a targeted media plan and a focus on devel- dom use is important, but only 35% say they oping a line of women’s reproductive health always use one, according to a recent Trojan Move over fellas; the condom products in support of its one SKU — the FC2 survey. And while 83% of women feel it’s a aisle isn’t just for men anymore. Female Condom. The company will concen- shared responsibility to suggest using a con- Well, it never was really, but as trate on targeting women who are dissatisfied dom, only 13% of women bought condoms for retail pharmacies become more adept at dis- with the side effects of hormonal birth control, their most recent sexual encounter. creetly merchandising intimacy health — re- and who feel that the traditional male condom Don’t be a glass-half-empty merchandiser, member when the pharmacist had to pull the offers less enjoyment. however, because that 87% who did not buy rep- condom display from behind the counter? — And both Lovability Inc. and Sustain Con- resents a market opportunity. And the category there is a trend developing toward marketing doms are relatively new companies entering the could use the boost in actively buying consum- condoms with the female buyer in mind. prophylactic space with a focus on marketing to- ers — sales of male contraceptives were flat (up The Female Health Co. in May announced ward women. Lovability has designed a condom 0.4%) for the 52 weeks ended Dec. 28, 2014, reach- it thinks women will feel comfortable carrying in ing $382.5 million across total U.S. multi-outlets, their purses. They contract manufacture through according to IRI. Sales of female contraceptives NRS Global Partners, and their Indiegogo capital- (made up of almost entirely emergency contra- raising campaign was 184% funded on Feb. 15. ceptives) totaled $277.7 million on 15.6% growth. Meanwhile, Sustain Condoms has com- “Condoms are mostly marketed toward mitted 10% of pre-tax profits to reproductive men,” said Meika Hollender, marketing director health care as part of its 10%4Women initiative for Sustain Condoms in an interview last year in an effort to address the estimated 17.4 million with “Running Late with Scott Rogowsky,” a women in need of publicly funded reproduc- local New York talk show. “Women have been tive health and family planning services. conditioned to think that men are supposed to Lovability condoms Overall, 80% of millennials agree that con- buy the condoms and carry the condoms.” GUMMY VITAMINS Gummies maintain strong growth WHAT’S HOT The gummy sub-segment within overall tion of its new gummy vitamin manufac- First Response is new kid on prenatal gummy block vitamins is not only still growing substantial- turing facility in York, Pa. “This significant EWING TOWNSHIP, N.J. — Church ly, the dollar volume of that alternative de- $60 million investment is expected to ex- & Dwight is leveraging its First livery format has reached nowhere near its pand our production capacity by 75%,” Response brand into the dietary ceiling of potential, at least not yet. Overall, Craigie said. “We believe the future pros- supplement set with the launch of sales of vitamins for the 52 weeks ended Dec. pects of the gummy vitamin category are First Response multivitamin gum- 28, 2014, were up 0.4% to $6.5 billion across strong as more adults switch from tradi- mies, which target reproductive health and prenatal/post-natal total U.S. multi-outlets, according to IRI. tional vitamin pills to gummy vitamins, as Church & Dwight’s Relatively flat sales is just not the story evidenced by the continued double-digit need states. First Response multi- First Response with gummies — they’re still on a strong growth of the category.” vitamin gummies were developed multivitamin gummies growth projectory. “The actual gummy But C&D isn’t the only one gaming for to provide women with the recommended amount of segment is up like 9% to 10%,” Jim Craigie, gummies. Perrigo and Ferrara Candy Co. folic acid in an easy-to-consume gummy form. Church & Dwight chairman and CEO, told announced in January a five-year deal to The two new vitamin SKUs — First Response Repro- analysts earlier in May, referencing more re- manufacture store-brand gummy vitamins ductive Health Multivitamin Gummies, as well as Pre- cent sales trends. “That’s really encouraging and dietary supplements to seize this trend Natal and PostNatal Multivitamin Gummies — began news. That’s why we bought into this busi- opportunity. Citing IRI multi-outlet data, shipping in April for a suggested retail price of $14.99. ness — because the gummies was the fast- sales of just vitamin and dietary supple- The supplements were developed in conjunction with est-growing piece of the business,” he said. ment gummies are forecasted to reach $1 C&D’s Vitafusion. C&D has almost completed construc- billion by 2017, Perrigo reported. 68 • MAY 26, 2015 DRUGSTORENEWS.COM OverTHECOUNTER NICHE PET HEALTH Retail pharmacies jockeying for pet med share BY MICHAEL JOHNSEN Supplements in the U.S. 5th edition” re- ported that 45% of pet supplements were WHAT’S HOT Is there a niche OTC opportunity on sold through such specialty retailers as which food, drug and mass retailer pharma- Petsmart in 2014, 35% in veterinary clinics Perrigo arms dogs against joint damage cies are not fully capitalizing? If the answer and the remaining 20% of supplements ALLEGAN, Mich. — Perrigo Animal Health isn’t yes, then the cat is already out of the bag were purchased online, in the natural gro- in May announced its launch of — according to the American Pet Products cery channel or at mass market retailers. PetArmor Joint Health Maximum, a Association the market for pet supplies and Less than 1-in-5 pet medicines or sup- supplement for dogs that contains OTC medicines will grow by 4.7% by the plements are sold through mass retail. glucosamine, chondroitin, MSM and end of the year. The APPA projects $14.4 bil- That barks opportunity. manganese. It’s an opportunity for lion will be spent on pet supplies and OTC The retail pharmacy community is abso- retailer’s to associate their store brand medicines for animals in 2015, which com- lutely jockeying for their fair share of phar- with a quality pet supplement. pares to $13.8 billion actually spent in 2014. maceutical prescriptions for animals. Earlier The combination of these in- Perrigo Animal Health’s But how much of that is being captured this year, AmerisourceBergen significantly gredients delivers joint support PetArmor Joint Health Maximum supplement by retail pharmacy? enhanced its animal health stake with the and protection for dogs of all According to Packaged Facts’ “Pet acquisition of MWI Veterinary Supply, and ages by helping to build cartilage and connective Medications in the U.S., 3rd Edition,” vet- Chicago’s Shedd Aquarium announced a tissue, lubricate joints, maintain healthy joint fluid erinarians sold an estimated 58% of dog deal with Walgreens where the retail phar- pressure and support joint health. PetArmor Joint and cat medications in 2013, while mass macy operator will provide medicines and Health Maximum already is available at Walmart marketers accounted for 18% of medica- supplements for the 32,000 animals under stores nationwide. tion sales. Similarly, Packaged Facts’ “Pet Shedd’s care. COUGH-COLD PREVENTION Boosting immunity, prevention WHAT’S HOT top-of-mind for consumers GoJo cleans up sanitizer scene with launch of Purell Wipes Prevention remains a prior- AKRON, Ohio — GoJo Industries recently expanded its hand sanitizer posi- ity for consumers heading into tion with a new purchase opportunity — one that’s mom-friendly, serves cough-cold season, as evidenced an on-the-go need and is incremental to the category — with its launch by the sales of two brands well of Purell Wipes into retail. Consumers, however, already are known for their immunity- familiar with Purell Wipes to some extent as many retailers boosting benefits. have positioned them near the shopping carts, which has For the 52 weeks ended Dec. 28, As many as 50% of consumers stock up on created a free trial of sorts. immunity-boosting supplements before the The Purell brand has established a compelling propo- 2014, sales of Emergen-C totaled cough-cold season. $114.3 million across total U.S. sition in the hand sanitizer space, and has become syn- multi-outlets, up 6.2%. And sales women keep a cough-cold prod- onymous with successfully killing germs and accessibility. of Airborne totaled $123.9 million uct in their desk during the winter “[Purell] Wipes falls into that for a couple of different rea- sons,” said Kathleen Leigh, marketing director for Purell on 11.9% growth. In fact, as many months, “just in case” they get sick. GoJo Industries’ as 50.3% of consumers are stocking And taking preventive mea- consumer, e-commerce and shopper marketing, in an Purell Wipes up on immunity boosting supple- sures is a big deal for these women interview with DSN. “Accessibility because people want ments before the season, according — 73.3% rely on hand sanitizer to products like that when they’re on the go, in their cars or wherever,” she to a Field Agent survey conducted help keep them well during cough- said. “They also, to add to hand sanitizer, sometimes want [germ-killing] on behalf of Drug Store News. cold season, 65.3% rely on vitamins and cleaning. [The canister] fits nicely in a cup-holder in a car. We have A separate survey conducted to boost their immune systems and found that ..
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