Niche BRANDS - Drug Store News

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Niche BRANDS - Drug Store News

Niche

BRANDS

BRAND † SALES* % CHG

1 MONISTAT $100,994.3

MONISTAT 3 VAGINAL TREATMENTS 36,867.5 1.4%

MONISTAT 1 VAGINAL TREATMENTS 36,693.0 -10.0

MONISTAT 7 VAGINAL TREATMENTS 17,711.7 -4.2

2 AUSSIE 100,393.4

MOIST REGULAR SHAMPOO 12,414.9 3.3

MOIST HAIR CONDITIONER/CREAM RINSE 10,830.4 5.3

INSTANT FREEZE HAIR SPRAY/SPRITZ 10,583.0 8.9

3 PLAN B ONE STEP 99,621.5 16.8

4 ABREVA 94,432.5

LIP BALM/COLD SORE MEDICATION 89,115.3 4.8

ON THE GO LIP BALM/COLD SORE MED 5,317.2 13.3

5 NEXT CHOICE 87,883.3 0.9

6 MATRIX 87,146.9

BIOLAGE REGULAR SHAMPOO 10,716.0 3.5

BIOLAGE HAIR CONDITIONER/CREAM RINSE 9,039.8 -5.1

BIOLAGE HYDRATHERAPIE COND/CREAM RINSE 6,085.9 8.1

7 GOLD BOND 86,468.0

ULTIMATE HAND AND BODY LOTION 40,983.6 -3.6

FOOT CARE/ATHLETES FOOT MEDICATION 12,210.5 -4.1

ANTI-ITCH TREATMENTS (INCLUDING CALAMINE) 12,178.3 12.5

8 ALLERGAN 83,746.4

REFRESH TEARS EYE/LENS CARE SOLUTIONS 19,973.6 0.9

REFRESH PLUS EYE/LENS CARE SOLUTIONS 16,626.9 5.8

REFRESH OPTIVE EYE/LENS CARE SOLUTIONS 12,507.0 331.3

9 ST IVES 82,528.8

ST IVES LIQUID BODY WASH/ALL OTHER 21,595.4 18.8

ST IVES NATURALLY CLEAR ACNE TREATMENTS 16,722.7 12.1

ST IVES FRESH SKIN FACIAL CLEANSERS 11,901.3 -0.9

10 FIXODENT 82,013.4

ORIGINAL DENTURE ADHESIVES 28,051.3 -12.1

FOOD SEAL DENTURE ADHESIVES 18,807.3 442.1

DENTURE ADHESIVES 11,141.2 -5.1

11 PHYSICIANS FORMULA 79,273.5

MINERAL WEAR POWDER 12,132.9 1.2

SHIMMER STRIPS EYE LINER 4,681.0 265.6

POWDER PALETT BLUSH 4,465.0 20.7

12 DULCOLAX 77,083.5

LAXATIVE TABLETS 75,308.0 10.9

BALANCE LAXATIVE/STIMULANT LIQ/PWDR/OIL 1,775.5 -60.6

13 ZICAM 76,126.6

COLD/ALLERGY/SINUS TABLETS/PACKETS 41,966.6 12.1

NASAL SPRAY/DROPS/INHALER 20,404.2 -1.6

ORAL MIST COLD/ALLERGY/SINUS LIQ/PWDR 5,912.1 -24.5

* In thousands Product photos courtesy of Hamacher Resource Group

† May include multiple SKUs; only top three listed

Source: SymphonyIRI Group for the year ended Dec. 25, 2011, across FDMx

Getting niche brands on the shelf

By Antoinette Alexander

For niche brands, getting a foot in the door of mass market retail

is no easy feat, and the stakes remain high as retailers have,

in recent years, trimmed SKU counts and grown increasingly

risk-adverse. Yet, at the same time, retailers remain on the hunt

for a point of differentiation among a sea of “sameness.” Such

industry trends have elevated the role that business development

organizations, master brokers, regional brokers and sales

and marketing consultants play in helping to bring niche brands

to market, stay on shelf and garner the greatest ROI from their

marketing spend. To gain greater insight into how these industry

professionals are helping niche brands find success at retail,

Drug Store News hosted a virtual roundtable discussion with

some of today’s leading players.

DSN: WHAT IS THE BIGGEST CHALLENGE FOR BRANDS IN GETTING

ON THE SHELF THESE DAYS? HOW CAN YOUR COMPANY HELP?

RON OTTO, NATIONAL SALES SOLUTIONS: Convincing

a category manager to take the time to review

a new product is a challenge. A category manager

wears a lot of hats, and there is not much time left

over during the week for new vendor/new item

meetings. This especially is true for companies just

getting started. We educate our clients about the retailers

and their expectations. Only after we are convinced they have a

product with unique attributes and are willing to support it with both

in-store promotions and consumer advertising will we ask a retailer

for an appointment. This saves time for everyone and increases the

chances for success. Working with a strong local broker makes it easier

for a retailer to take a chance on a new company.

CHIP CARTER, MORGAN & SAMPSON: Many retailers

wait until someone else has gone fi rst. In many cases,

without IRI, they won’t even consider it for review.

We suggest [direct response], infomercials and, of

course, social media to create product awareness.

HANK GEHRISCH, PANKOW ASSOCIATES: There are

many challenges to getting new or growing brands

on the retailers’ shelves today. Two of the biggest

are cost of entry and developing an affordable marketing

plan that will move products off the shelf.

“Pay on scan” or having the retailers “hold back”

the cost of the original order could prohibit many

small or new manufacturers from being able to afford the cost of entry

with major retailers. The strength of a consumer marketing pro-

CONTINUED ON PAGE 2

1 • MAY 2012 DRUGSTORENEWS.COM


Niche

BRANDS

BRAND † SALES* % CHG

14 RICOLA $75,900.9 9.6%

15 CIBA VISION 75,066.2

CLEAR CARE EYE/LENS CARE SOLUTIONS 62,651.6 18.4

AQUIFY EYE/LENS CARE SOLUTIONS 6,043.1 -18.7

AOSEPT EYE/LENS CARE SOLUTIONS 5,798.2 2.1

16 JOHN FRIEDA 73,640.8

PRECISION FOAM COLOR WOMEN’S HAIR COLORING 25,840.4 NA

FULL REPAIR HAIR STYLING/SETTING GEL/MOUSSE 5,395.2 NA

FULL REPAIR HAIR CONDITIONER/CREAM RINSE 4,842.9 NA

17 FIRST RESPONSE 73,564.3

PREGNANCY TEST KITS 55,343.0 13.3

RAPID RESULT PREGNANCY TEST KITS 6,338.1 -5.4

OVULATION PREDICTION KITS 5,629.6 -6.6

18 TIGI BED HEAD 72,644.9

HARD HEAD HAIR SPRAY/SPRITZ 7,944.5 1.0

TIGI CATWALK CURLS ROCK HAIR GEL/MOUSSE 6,165.4 -18.2

MANIPULATOR HAIR GEL/MOUSSE 4,095.5 14.8

19 SLIM FAST 72,374.7

OPTIMA MEAL ON THE GO WGHT CNTRL/NUTR 55,443.5 6.5

WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 15,489.3 15.4

OPTIMA WEIGHT CONTROL/NUTRITIONALS 1,019.7 -80.2

20 AFRIN 72,269.3

NASAL SPRAY/DROPS/INHALER 38,214.3 0.3

NO DRIP NASAL SPRAY/DROPS/INHALER 33,826.9 10.1

21 RIMMEL 71,802.5

MOISTURE RENEW LIPSTICK 7,274.3 40.6

LASH ACCELERATOR MASCARA 5,107.9 132.4

GLAM EYES EYE SHADOW 4,900.9 785.1

22 ICY HOT 71,215.9

EXTERNAL ANALGESICS RUBS 69,396.7 -2.6

CHEST RUBS 1,559.4 160.2

23 SERENITY 70,714.0

TENA ADULT INCONTINENCE PRODUCTS 34,768.0 54.3

TENA ODASORB PLUS ADULT INCONT PROD 29,531.2 -26.1

ADULT INCONTINENCE PRODUCTS 5,341.8 -19.9

24 CORTIZONE 10 69,229.3

ANTI-ITCH TREATMENTS (INC CALAMINE) 51,267.8 13.7

PLUS ANTI-ITCH TREATMENTS (INC CALAMINE) 14,116.8 4.4

EASY RELIEF ANTI-ITCH TREATMENTS (INC CALAMINE) 3,844.6 4.2

25 ALACER EMERGEN C 67,418.4

LIQUID VITAMINS/MINERALS 59,500.7 13.4

IMMUNE DEFENSE LIQUID VITAMINS/MINERALS 4,026.2 -14.4

EMERGEN-C IMMUNE PLUS LIQUID VITAMINS/MINERALS 1,672.1 NA

26 ORGANIX 65,623.5

HAIR CONDITIONER/CREAM RINSE 24,159.8 42.2

REGULAR SHAMPOO 20,596.9 29.6

EVER STRAIGHT HAIR CONDITIONER/CREAM RINSE 7,192.9 NA

* In thousands Product photos courtesy of Hamacher Resource Group

† May include multiple SKUs; only top three listed

Source: SymphonyIRI Group for the year ended Dec. 25, 2011, across FDMx

CONTINUED FROM PAGE 1

gram will determine how we can forecast expected sales of a new

item in units or dollars. The potential of a new SKU must be greater

than an item currently on the retailer’s shelf. We can benefi t a new

manufacturer by detailing the probable cost of entry with our largest

retailers, and advise what the retailer’s expectations or thresholds

may be for any given category. We also provide assistance in suggesting

how best to spend co-op advertising funds or perhaps using their

monies to run national advertising (e.g., advertorials or ROP ads) to

maximize the effect of available budget dollars.

DSN: ONCE A SMALL OR MEDIUM-SIZED BRAND BREAKS THROUGH, HOW

DOES IT STAY RELEVANT AND TOP OF MIND WITH THE RETAILER AND

MAKE SURE IT IS NOT CHURNED OUT IN THE NEXT CATEGORY REVIEW?

DAN MACK, SWANSON GROUP: Once a brand

hits the shelf, there are three things it must do to

stay relevant: It has to create custom experiences

through custom promotional events, support its

brands with social media efforts that create loyalty,

or offer exclusive products that move the needle

while providing competitive differentiation to the

retailer. Once a brand fi nally gets to the shelf, the work really begins.

The best [brands] create experiences that are unique to the retailer,

creating stronger vendor, consumer and retailer alignment.

FRANK PARISE, PERFORMANCE SALES AND MARKETING: By offering

an 18-month promotional plan. This will keep category managers

aware and looking down the road.

BRUCE FUNK, ELIAS SHAKER & CO.: It’s a matter

of making sure — up front — that solid marketing

programs are in effect, not only to consumers but

also with the retailer. The bottom line is making

sure the product sells as well as you say it will sell

and is contributing to the bottom line. Staying on

top of retailer data — orders, POS, etc. — and having

regular communications with the category manager and support

staff also is key in staying relevant.

DAVID BIERNBAUM, DAVID BIERNBAUM & ASSOCIATES:

Effective communications with the retailer are essential.

At David Biernbaum & Associates, I am a

control freak when it comes to managing the communications

between my client companies, [their]

brands and the retail category managers. I want

retailers to know what the brands are doing — at

least on a monthly basis — in terms of marketing, advertising, social

media development and consumer sales trends that go well beyond

POS and short-term IRI data. However, retailers do not have time

for reading too many emails or, heaven forbid, receiving too many

phone calls or voice messages. So, I have thoughts about the types

of communications and summaries that work best. I like the practice

CONTINUED ON PAGE 3

2 • MAY 2012 DRUGSTORENEWS.COM


Niche

BRANDS

BRAND † SALES* % CHG

27 PHILLIPS $64,010.3

STOMACH REMEDY LIQUID/POWDER 26,719.3 -5.4%

COLON HEALTH LAXATIVE TABLETS 21,934.2 61.4

LAXATIVE TABLETS 13,383.6 7.7

28 AIRBORNE 63,885.0

MULTIVITAMINS 52,797.2 -3.6

1 & 2 LETTER VITAMINS 6,270.3 NA

ON THE GO MINERAL SUPPLEMENTS 2,926.6 101.0

29 WET N WILD 63,816.6

COLOR ICON EYE SHADOW 10,571.0 59.0

MEGA SLICKS LIP GLOSS 4,248.2 12.5

EYE BROW MAKEUP 3,173.4 12.1

30 MUSCLE MILK 63,618.2

WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 54,507.8 28.6

LIGHT WGHT CNTRL/NUTRITIONALS LIQ/PWD 7,931.3 43.8

DIET WGHT CNTRL/NUTRITIONALS LIQ/PWD 1,014.7 75.5

31 ACT 63,322.8

TOTAL CARE MOUTHWASH/DENTAL RINSE 21,663.5 14.9

FOR KIDS MOUTHWASH/DENTAL RINSE 14,124.3 25.0

RESTORING MOUTHWASH/DENTAL RINSE 13,913.6 -17.1

32 CAREFREE 63,060.4

ACTI FRESH SANITARY NAPKINS/LINERS 24,920.0 NA

TO GO SANITARY NAPKINS/LINERS 10,084.5 -68.7

33 ORAJEL 61,793.3

ORAL PAIN RELIEF 41,123.5 -7.3

TODDLER TOOTHPASTE 13,125.8 -10.8

PM ORAL PAIN RELIEF 2,881.0 47.6

34 FRIZZ EASE 60,921.7

HAIR STYLING/SETTING GEL/MOUSSE 12,515.3 1.7

SMOOTH START HAIR COND/CREAM RINSE 6,990.6 26.2

SMOOTH START REGULAR SHAMPOO 5,610.9 21.5

35 DENTEK 60,064.5

DENTAL ACCESSORIES/TOOLS 16,109.0 -23.8

TRIPLE CLEAN DENTAL ACCESSORIES/TOOLS 11,142.3 25.9

COMFORT CLEAN DENTAL ACCSSRS/TOOLS 8,434.1 38.0

36 SUNSTAR GUM 59,384.9

GO BETWEENS DENTAL ACCESSORIES/TOOLS 18,513.7 14.7

SOFT PICKS DENTAL ACCESSORIES/TOOLS 11,136.8 7.8

DENTAL ACCESSORIES/TOOLS 8,945.5 56.7

37 SKINTIMATE 57,290.3

SKINTHERAPY SHAVING CREAM 26,031.6 9.5

SIGNATURE SCENTS SHAVING CREAM 25,254.8 -1.9

SHAVING CREAM 5,989.8 -19.6

38 GAS X 56,186.1

ANTACID TABLETS 44,078.6 2.9

THIN STRIPS ANTACID TABLETS 6,279.4 -7.5

PREVENTION ANTACID TABLETS 3,589.1 51.9

* In thousands Product photos courtesy of Hamacher Resource Group

† May include multiple SKUs; only top three listed

Source: SymphonyIRI Group for the year ended Dec. 25, 2011, across FDMx

CONTINUED FROM PAGE 2

of email summations, say about once each month or so — kind of

an executive summary for category managers and retail executives,

and certainly my brokers, that include easy access online with links

to interesting developments for the brands. Links work much better

than fi le attachments.

DSN: WHAT DO YOU THINK HAS BEEN THE BEST NEW NICHE PROD-

UCT TO EMERGE IN THE LAST YEAR OR TWO AND WHY? WHY DO YOU

THINK IT WAS ABLE TO BREAK THROUGH, AND WHAT CAN OTHER

CPG COMPANIES TAKE AWAY FROM THAT?

MICHAEL QUINN, PANKOW ASSOCIATES: Most recently

it was the re-introduction of the St. Joseph

Aspirin brand. They participated in as many account-specifi

c promotions as possible to let consumers

know that “St. Joseph was back.” They

played on the brand’s 100-plus-year-old heritage

and made it appealing to today’s customers. They

shared their long-term plans with retailers and followed through on

their commitments. As a result, they accounted for 63% of the growth

in the low-dose segment of the aspirin category.

MACK: Three brands that have broken through, even though they

have been out for a bit longer than two years, are Muscle Milk; Evolution

of Smooth lip care, lotions and shaving creams; and Think Thin

protein bars. Each of these brands has created a compelling brand

image, [fi lled] unmet needs and elegantly communicated differentiation

to the consumer. Also, each of these brands has done a very nice

job creating a strong attachment to [its] user base. They may not be

the largest, but they have a group of zealots that love them — and

love sharing the message. Each of these fi rms also has done an impressive

job with very crisp and clear packaging and imagery. That is

mission accomplished from a marketer’s perspective.

OTTO: Electronic cigarettes have gained some traction during the past

year. Traditional cigarettes are actually a niche product — they appeal

to less than 20% of consumers. It is estimated that e-cigs appeal to 10%

of smokers. E-cigs are super-niche, but they easily could represent

[more than] $1 billion in retail sales within fi ve years. We represent the

GreenSmoke brand of electronic cigarettes. We feel they are the highest

quality and have the best marketing support.

DSN: WHAT ADVICE DO YOU HAVE FOR RETAILERS TO BRING MORE

EXCITEMENT TO THE SHOPPING EXPERIENCE? HOW DO YOU THINK

SUPPLIERS CAN HELP?

WILLIAM DON CORMELL, BEECH HAVEN SALES AND MARKETING:

The wellness programs offered by several drug chains have been successful

for small companies. They tie the consumer and chain together,

and enhance the shopping experience. ... Suppliers and retailers

can improve the shopping experience by tying the manufacturers’

national promotional plans into their in-store events. I have seen a

CONTINUED ON PAGE 4

3 • MAY 2012 DRUGSTORENEWS.COM


Niche

BRANDS

BRAND † SALES* % CHG

39 SUMMER’S EVE $55,301.8

ALL OTHER FEM HYGIENE/MED TREATMENTS 30,493.9 13.1%

DOUCHES 15,905.4 -3.7

SHEER FLORAL ALL OTHER FEM HYG/MED TREATMENTS 6,860.6 12.1

40 ROC 55,246.1

RETINOL CORREXION DEEP WRINKLE 18,887.7 2.4

RETINOL CORREXION FACIAL ANTI-AGING 10,483.6 20.9

MULTI CORREXION LIFT FACIAL ANTI-AGING 6,982.0 NA

41 PONDS 54,608.0

FACIAL CLEANSERS 20,548.9 11.7

FACIAL MOISTURIZERS 14,301.5 -5.6

CLEAN SWEEP FACIAL CLEANSERS 12,673.4 19.3

42 MITCHUM 54,600.1

POWER GEL DEODORANTS 14,459.5 -2.5

DEODORANTS 10,426.2 -20.2

FOR WOMEN DEODORANTS 7,874.2 -8.5

43 NEILMED 52,886.7

SINUS RINSE NASAL SPRAY/DROPS/INHALER 30,137.5 -0.1

NASAFLO NASAL SPRAY/DROPS/INHALER 14,950.8 -14.1

SINUFLO READYRINSE NASAL SPRAY/DROPS/INHALER 3,689.4 40.3

44 CALTRATE 51,929.5

MINERAL SUPPLEMENTS 28,186.2 9.2

600 PLUS MINERAL SUPPLEMENTS 14,006.9 -14.2

600 MINERAL SUPPLEMENTS 9,736.4 -5.6

45 BLISTEX 50,974.7

LIP BALM/COLD SORE MEDICATION 24,956.8 -6.7

LIP MEDEX LIP BALM/COLD SORE MED 3,695.6 -4.7

FIVE STAR LIP BALM/COLD SORE MED 3,579.7 154.8

46 CLEARASIL 50,704.9

ULTRA ACNE TREATMENTS 23,182.0 9.0

DAILY CLEAR ACNE TREATMENTS 11,345.5 531.3

ULTRA RAPID ACTION ACNE TREATMENTS 4,878.7 -11.0

47 ROGAINE 50,453.9 -1.8

48 LUBRIDERM 50,433.2

DAILY MOISTURE HAND AND BODY LOTION 25,644.6 5.8

ADVANCED THERAPY HAND AND BODY LOTION 14,115.4 1.5

INTENSE SKIN REPAIR HAND AND BODY LOTION 5,261.5 -26.5

49 HAWAIIAN TROPIC 50,162.5

SUNTAN LOTION AND OIL 22,460.7 -6.2

SHEER TOUCH SUNTAN LOTION AND OIL 13,977.0 10.1

SHIMMER EFFECT SUNTAN LOTION AND OIL 4,478.9 NA

50 PAUL MITCHELL 49,116.0

SUPER SKINNY HAIR CONDITIONER/CREAM RINSE 3,257.0 26.2

SHAMPOO ONE REGULAR SHAMPOO 3,133.5 4.7

AWAPUHI SHAMPOO REGULAR SHAMPOO 2,732.2 -4.3

51 NICODERM CQ 48,752.4 -10.5

* In thousands Product photos courtesy of Hamacher Resource Group

† May include multiple SKUs; only top three listed

Source: SymphonyIRI Group for the year ended Dec. 25, 2011, across FDMx

CONTINUED FROM PAGE 3

major effort in the [past] two years to improve the preparation for

meetings on both sides of the desk.

ANTHONY RAISSEN, INTERQUANTUM: It would be

great to see retailers carve out a section of the store

for innovative products, even if it were to be done

on a regional basis. I know this seems simple, but

with the shelf space at a premium, it always comes

down to ROI. Not just the ROI on shelf space, but the

costs associated with inventory and logistics as well.

Some progress defi nitely has been made in this area with “As Seen on

TV” sections in some stores, but this is limited. Suppliers would need

to limit the downside for retailers by promoting their

products to consumers, as well as by providing an

easy way for retailers to handle returns.

PARISE: Create a new item endcap to test out niche

[and] new items. Set criteria then use that to determine

if the item goes into [the planogram].

DSN: WHAT DO YOU THINK WILL BE THE BIGGEST OPPORTUNITY IN

THE FRONT END OF THE STORE OVER THE NEXT 12 TO 18 MONTHS?

JOHN MALMBORG, KKM: The biggest opportunity

in the front end over the next 18 months will be to

appeal to shoppers in a relevant way. This means

having the right offers for the shoppers that the retailer

wants to attract and have in their stores. Not

all customers are equal. The retailers that are able

to identify the shoppers that they want and provide

them with the right incentives are the ones that are going to have the

most business and the most profi table business. The advent of mobile

marketing and digital marketing will play a big role in this area

as retailers use their data to understand the shopper and give them

reasons to buy more and more in their stores.

MACK: I feel like most retailers are smothered in a world of “sameness.”

So, I still believe the challenge for most retailers is to uncover,

unlock, license or create brands that are truly unique and only offered

within their four walls. That has been the magic of Target’s privatebrand

offering, Costco’s treasure hunt, the prestige lines at Ulta and

Sephora, and the Look Boutique experience with Duane Reade and

Walgreens. Distinctiveness is attractive and brand ubiquity is boring

from a consumer’s perspective.

DSN: IN TERMS OF REACHING THE CONSUMER AND DRIVING TRIAL

AND AWARENESS FOR THE BRAND, WHERE DO YOU THINK SMALL

AND MID-SIZED COMPANIES ARE GETTING THE MOST ROI FROM

THEIR MARKETING SPEND THESE DAYS? WHERE WOULD YOU TELL A

NICHE COMPANY TO ALLOCATE THOSE DOLLARS?

RAISSEN: We have been very successful using a direct-response approach

to create awareness and drive trial. The model works well

CONTINUED ON PAGE 5

4 • MAY 2012 DRUGSTORENEWS.COM


Niche

BRANDS

BRAND † SALES* % CHG

52 ALIGN $48,435.7 19.2%

53 ALLI 48,396.2 -35.0

54 GOT 2B 48,313.7

GLUED HAIR STYLING/SETTING GEL/MOUSSE 16,115.9 2.1

GLUED HAIR SPRAY/SPRITZ 4,620.5 11.1

SPIKED UP HAIR STYLING/SETTING GEL/MOUSSE 3,332.9 -10.0

55 WET ONES 48,119.7

MOIST TOWELETTES 44,718.0 1.0

FRESH ’N FLUSH MOIST TOWELETTES 1,953.4 -0.8

BIG ONES MOIST TOWELETTES 1,006.1 -6.7

56 BIOTENE 47,603.7

MOUTHWASH/DENTAL RINSE 26,414.2 29.0

TOOTHPASTE 11,107.2 4.4

ORAL BALANCE PORTABLE ORAL CARE 5,169.8 -2.0

57 AMERICAN CREW 47,516.3

HAIR STYLING/SETTING GEL/MOUSSE 26,883.2 3.5

FIBER HAIR STYLING/SETTING GEL/MOUSSE 8,977.1 18.7

REGULAR SHAMPOO 8,177.7 -1.8

58 THERMACARE 47,256.6 -7.5

59 MAALOX 46,779.2

ADVANCED ANTACID LIQUID/POWDER 34,378.4 103.7

ADVANCED ANTACID TABLETS 10,803.7 26.1

MULTISYMPTOM ANTACID TABLETS 1,431.9 10.5

60 TOM’S OF MAINE 46,545.0

NATURAL LONG LASTING CARE DEODORANTS 13,981.9 4.9

TOOTHPASTE 13,348.0 11.4

WHOLE CARE TOOTHPASTE 3,637.3 -42.4

61 SUPER POLIGRIP 46,070.8

DENTURE ADHESIVES 18,310.4 12.6

FREE DENTURE ADHESIVES 14,321.1 21.5

EXTRA CARE DENTURE ADHESIVES 6,962.9 37.1

62 CITRACAL 44,705.5 8.2

63 MILANI 44,704.4

RUNWAY EYES WET DRY EYE SHADOW 4,110.0 2.0

LIQUIF EYE EYE LINER 3,717.2 95.2

INFINITE EYE LINER 3,315.6 13.6

64 CLEARBLUE EASY 44,260.4

PREGNANCY TEST KITS 35,596.5 2.3

OVULATION PREDICTION KITS 8,492.5 -22.5

* In thousands Product photos courtesy of Hamacher Resource Group

† May include multiple SKUs; only top three listed

Source: SymphonyIRI Group for the year ended Dec. 25, 2011, across FDMx

CONTINUED FROM PAGE 4

because it provides for affordable advertising that generates some

immediate sales and helps companies with their cash fl ow requirements.

Most products do not make money in direct response these

days; however, a solid campaign can create large-scale awareness

that, in turn, drives consumers to look for the product. With most

direct response campaigns, even with the proliferation of Internet

shopping, only about 8% to 12% of the sales come directly to the company;

the remaining +/- 90% is done at retail. If a company can sustain

the investment spending at the beginning of a campaign, then

once they get to retail they will be able to capitalize on the 90% of

consumers who are retail shoppers.

FUNK: That’s kind of a complex question, depending on the type of

product, the category and the competition. I think it’s important that

the vendor invest with the retailer in [its] account-specifi c programs,

as they typically can drive good business. Beyond that, I feel there

is a big upside to social media marketing, as well as specifi cally targeted

traditional marketing (e.g., TV, print and radio). For example,

we recently were at a seminar where the U.S. Postal Service made a

presentation for [its] “Every Door Direct Mail” offering. A program

like that, I think, would especially be good for items that have limited

or regional distribution in a chain.

BIERNBAUM: Unfortunately, chain drug stores and supermarkets

still are putting pressure on small and medium-sized brands to

spend most of their money on retail promotions right off the menu

driven by in-store discounts. What works better is for retailers to

resist the usual mode of draining the small brand’s funding on

programs that don’t particularly work well for specialty and niche

brands but, instead, to allow the brand to invest more in non-DVRoriented

cable TV, viral social media, targeted Internet advertising,

consumer sampling, pharmacy and doctor sampling, and effective

publicity and public relations. Depending on the product, the

category and the brand, a certain mix of the dynamics of these approaches

will drive more sales and profi ts to retail than many of the

usual “spends” inside the drug store itself. What I do push for is

retail tagging and creative driving programs that send consumers

direct to any given retail chain.

BRAND † SALES* % CHG

65 FLEET $42,862.8

LAXATIVE/STIMULANT LIQ/PWDR/OIL 15,954.0 7.4%

LAXATIVE TABLETS 10,801.8 23.1

PEDIA LAX LAXATIVE/STIMULANT LIQ/PWDR/OIL 6,782.6 9.5

66 REMINGTON 42,761.4

GROOMING/SHAVING SCISSORS 29,708.9 -16.4

SMOOTH AND SILKY GROOM/SHAVING SCISSORS 3,831.5 NA

PIVOT AND FLEX GROOMING/SHAVING SCISSORS 2,737.0 NA

67 BIORÉ 41,756.3

FACIAL CLEANSERS 20,708.6 -1.7

ACNE TREATMENTS 11,162.3 2.2

ULTRA FACIAL CLEANSERS 4,500.2 -0.8

5 • MAY 2012 DRUGSTORENEWS.COM


Niche

BRANDS

BRAND † SALES* % CHG

68 GLUCERNA $41,587.4

WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 36,359.2 13.4%

SNACK SHAKE WEIGHT CONTROL/NUTR LIQ/PWD 5,228.2 9.7

69 WAHL 41,164.4

GROOMING/SHAVING SCISSORS 21,715.1 38.4

COLOR PRO GROOMING/SHAVING SCISSORS 6,669.2 -10.7

CLIP N TRIM GROOMING/SHAVING SCISSORS 4,739.4 20.1

70 CORIA CERA VE (SKIN CARE) 40,606.9

HAND AND BODY LOTION 22,958.8 17.1

FACIAL CLEANSERS 9,623.2 40.9

FACIAL MOISTURIZERS 8,024.8 123.1

71 LEVER 2000 40,593.6

NON-DEODORANT BAR SOAP 31,141.0 -2.9

LIQUID BODY WASH/ALL OTHER 6,222.0 -3.2

DEODORANT BAR SOAP 3,229.4 -27.5

72 CLEAR EYES 40,520.1

EYE/LENS CARE SOLUTIONS 32,550.1 16.3

TRIPLE ACTION RELIEF EYE/LENS CARE SOL 3,360.9 -15.3

TEARS EYE/LENS CARE SOLUTIONS 2,508.7 -28.2

73 VITAFUSION 39,434.1

MULTI VITES MULTIVITAMINS 13,751.2 99.4

LAXATIVE TABLETS 7,139.1 73.0

MULTIVITAMINS 6,483.6 249.7

74 CARMEX 38,793.7

LIP BALM/COLD SORE MEDICATION 23,415.5 0.2

CLICK STICK LIP BALM/COLD SORE MEDICATION 7,771.5 -1.9

HAND AND BODY LOTION 3,964.4 110.0

75 HYDROXYCUT 38,646.9

ADVANCED WEIGHT CONTROL CANDY/TABLETS 23,728.1 18.1

MAX ADVANCED WEIGHT CONTROL CANDY/TABS 8,580.0 NA

ADVANCED WGHT CNTRL/NUTRITIONALS LIQ/PWD 4,878.2 -7.4

76 BOSTON 38,415.3

SIMPLUS EYE/LENS CARE SOLUTIONS 10,553.0 -5.5

ADVANCE COMFORT FORMULA EYE/LENS CARE SOLUTIONS 10,214.5 -3.0

EYE/LENS CARE SOLUTIONS 9,378.8 -11.9

77 CORICIDIN HBP 37,550.6

COLD/ALLERGY/SINUS TABLETS/PACKETS 35,366.2 -0.4

COLD/ALLERGY/SINUS LIQUID/POWDER 2,184.5 -2.1

78 POLIDENT 37,335.8

DENTURE CLEANSER/TABLETS 18,424.0 0.0

OVERNIGHT DENTURE CLEANSER/TABLETS 12,005.6 -1.9

DENTU CREAM DENTURE CLEANSER/PASTE/POWDER 3,690.1 -5.8

79 EPT 37,135.0 -1.5

80 DESITIN 36,439.1

MAX STRENGTH BABY OINTMNTS/CREAMS 20,749.7 10.6

CREAMY BABY OINTMENTS/CREAMS 12,563.4 -1.3

RAPID RELIEF BABY OINTMENTS/CREAMS 1,621.7 14.3

BRAND † SALES* % CHG

81 MEDERMA $36,100.6

FIRST AID OINTMENTS/ANTISEPTICS 27,165.0 -3.6%

FADE/BLEACH 8,219.3 8.1

82 ELF 36,042.8

EYE LINER 4,760.4 145.6

EYE SHADOW 4,500.5 101.4

STUDIO BLUSH 1,918.5 323.8

83 UNISOM 35,605.5

SLEEPGELS SLEEPING AID TABLETS 18,666.7 12.5

SLEEPTABS SLEEPING AID TABLETS 11,146.0 12.8

SLEEPMELTS SLEEPING AID TABLETS 3,167.6 4.1

84 BAN 35,460.3 -3.9

85 NEW YORK COLOR 35,310.7

EYE LINER 5,236.9 -3.9

SMOOCH PROOF LIPSTICK 2,739.2 180.1

ULTRA LASTING LIPSTICK 2,182.5 2.7

86 VAGISIL 35,073.0

ALL OTHER FEM. HYGIENE/MED. TREATMENTS 33,056.8 16.4

SATIN ALL OTHER FEM. HYGIENE/MED. TREATMENTS 1,100.5 -40.2

87 NAIR 34,835.9

DEPILATORIES 17,774.2 -0.6

SHOWER POWER DEPILATORIES 6,029.7 4.5

SENSITIVE FORMULA DEPILATORIES 2,711.6 -29.1

88 PEDIACARE 34,684.2

COLD/ALLERGY/SINUS LIQUID/POWDER 13,786.9 103.1

INTERNAL ANALGESIC LIQUIDS 13,203.3 214.8

COUGH SYRUP 3,287.2 72.5

89 AZO 34,094.0

STANDARD INTERNAL ANALGESIC TABLETS 16,581.0 -2.9

CRANBERRY MINERAL SUPPLEMENTS 7,213.2 17.1

YEAST ALL OTHER FEM. HYGIENE/MED. TREATMENTS 5,666.8 -2.4

90 METHOD 33,879.5

LIQUID HAND SOAP 31,064.9 11.2

BODY MARINE NATURALS LIQ BDY WSH/ALL OTHER 1,292.7 -34.8

91 HYLAND’S 33,736.8

INTERNAL ANALGESIC TABLETS 10,313.3 25.2

COLD/ALLERGY/SINUS LIQUID/POWDER 9,748.6 159.3

EAR DROPS/TREATMENTS 3,900.6 34.9

92 MIDOL 33,403.6

FEMININE PAIN RELIEVERS 31,864.4 -6.7

PM FEMININE PAIN RELIEVERS 1,539.2 -21.4

93 ATKINS 32,994.7

ADVANTAGE WGHT CNTRL/NUTR LIQ/PWD 29,657.0 0.7

DAY BREAK WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 2,191.6 NA

WEIGHT CONTROL/NUTRITIONALS LIQ/PWD 1,146.1 NA

* In thousands

† May May include multiple SKUs; only top three listed

Source: SymphonyIRI Group for the year ended Dec. 25, 2011, across FDMx Product photos courtesy of Hamacher Resource Group

6 • MAY 2012 DRUGSTORENEWS.COM


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BRANDS

BRAND † SALES* % CHG

94 CUREL $32,770.7

ULTRA HEALING HAND AND BODY LOTION 9,562.1 4.8%

CONTINUOUS COMFORT HAND AND BODY LOTION 6,958.1 -19.4

DAILY MOISTURE HAND AND BODY LOTION 6,002.9 39.2

95 OB 32,742.7

TAMPONS 21,461.1 -20.2

PRO COMFORT TAMPONS 11,281.6 -4.2

96 LITTLE REMEDIES 32,686.5

LITTLE NOSES NASAL SPRAY/DROPS/INHALER 12,230.4 8.0

LITTLE FEVERS INTERNAL ANALGESIC LIQUIDS 5,531.9 252.8

LITTLE TUMMYS ANTACID LIQUID/POWDER 4,032.0 35.9

97 NATURES WAY 32,335.5

ALIVE MULTIVITAMINS 11,256.9 51.9

MINERAL SUPPLEMENTS 10,135.1 7.1

1 & 2 LETTER VITAMINS 1,825.6 7.3

98 CHLORASEPTIC 32,193.3

SORE THROAT REMEDY LIQUIDS 20,399.4 6.5

COUGH/SORE THROAT DROP 8,362.7 -4.3

MAX COUGH/SORE THROAT DROP 2,729.2 46.2

99 AMO 32,071.0

COMPLETE EASY RUB EYE/LENS CARE SOLUTIONS 19,617.8 -6.7

BLINK EYE/LENS CARE SOLUTIONS 5,942.8 11.6

COMPLETE EYE/LENS CARE SOLUTIONS 3,409.0 -33.6

100 PALMERS 32,035.2

COCOA BUTTER FORMULA HAND AND BODY LOTION 17,888.3 3.4

COCOA BUTTER FORMULA FADE/BLEACH 9,961.2 -2.0

SKIN SUCCESS FADE/BLEACH 1,255.0 -5.0

101 LIL CRITTERS 30,767.5

GUMMY VITES MULTIVITAMINS 19,909.8 6.6

IMMUNE C 1 & 2 LETTER VITAMINS 4,168.3 1.6

MINERAL SUPPLEMENTS 3,544.4 5.8

102 SELSUN BLUE 30,632.9

DANDRUFF SHAMPOO 22,935.9 7.8

NATURALS DANDRUFF SHAMPOO 4,866.1 -16.4

2 IN 1 DANDRUFF SHAMPOO 2,830.9 -5.3

103 CULTURELLE 30,347.6

ANTACID TABLETS 21,580.7 28.6

MINERAL SUPPLEMENTS 8,747.3 33.5

104 ARRID 29,917.3

EXTRA EXTRA DRY DEODORANTS 15,015.2 -5.3

EXTRA DRY DEODORANTS 8,845.7 -14.4

EXTRA EXTRA DRY ULTRA CLEAR DEODORANTS 6,056.3 -4.5

105 BOIRON 29,649.6

OSCILLOCOCCINUM COLD/ALLERGY/SINUS TABS/PACKETS 14,132.5 34.0

CHESTAL COUGH SYRUP 4,186.0 18.9

ARNICARE EXTERNAL ANALGESICS RUBS 3,646.5 401.9

106 UNIVERSITY MEDICAL 29,481.0

ACNEFREE ACNE TREATMENTS 11,826.5 -11.3

ACNEFREE SEVERE ACNE TREATMENTS 4,484.1 -20.4

ACNEFREE TERMINATOR 1 ACNE TREATMENTS 2,144.4 23.4

BRAND † SALES* % CHG

107 SIMILASAN $29,444.0

PINK EYE RELIEF EYE/LENS CARE SOLUTIONS 6,261.8 4.3%

HEALTHY RELIEF EAR DROPS/TREATMENTS 6,204.6 -20.2

ALLERGY EYE RELIEF EYE/LENS CARE SOLUTIONS 4,471.5 -2.4

108 ZEST 29,060.3

NON-DEODORANT BAR SOAP 13,582.2 -4.0

HYDRATING EFFECTS NON-DEODORANT BAR SOAP 7,104.7 17.5

LIQUID BODY WASH/ALL OTHER 3,210.9 17.7

109 ICAPS 28,801.4

MULTIVITAMINS 21,666.4 18.1

AREDS MULTIVITAMINS 6,274.3 -25.0

110 SHEER BLONDE 28,597.1

REGULAR SHAMPOO 7,462.4 -11.5

GO BLONDER REGULAR SHAMPOO 3,526.6 90.6

GO BLONDER HAIR CONDITIONER/CREAM RINSE 3,112.7 93.8

111 SOFT SHEEN CARSON 28,460.5

DARK & LOVELY WOMEN’S HAIR COLORING 4,129.5 6.1

MAGIC DEPILATORIES 3,629.0 -1.8

OPTIMUM CARE HAIR RELAXER KITS 3,507.2 -13.2

112 COLACE 28,275.9 2.2

113 BIG SEXY HAIR 27,612.1

SPRAY AND PLAY HAIR SPRAY/SPRITZ 6,520.2 -28.7

HAIR STYLING/SETTING GEL/MOUSSE 5,857.3 2.2

SPRAY AND STAY HAIR SPRAY/SPRITZ 4,359.0 509.6

114 SURE 26,968.6

DEODORANTS 12,989.0 -23.0

FOR WOMEN DEODORANTS 7,105.5 16.2

FOR MEN DEODORANTS 6,147.9 -2.1

115 COMPOUND W 26,666.9

WART REMOVERS 17,013.9 4.6

FREEZE OFF WART REMOVERS 9,653.0 -0.7

116 NATROL 26,659.1

MINERAL SUPPLEMENTS 13,714.3 -21.6

NU HAIR MINERAL SUPPLEMENTS 2,651.6 -16.0

WEIGHT CONTROL CANDY/TABLETS 2,435.4 -22.6

117 GENTEAL 26,453.6

EYE/LENS CARE SOLUTIONS 22,209.1 3.0

PM EYE/LENS CARE SOLUTIONS 3,372.2 0.7

118 LYSOL HEALTHY TOUCH 26,046.1 30.8

119 ORGANIC ROOT STIMULATOR 25,059.4

HAIR RELAXER KITS 6,911.6 -6.5

HAIR CONDITIONER/CREAM RINSE 6,892.0 8.6

HAIR STYLING/SETTING GEL/MOUSSE 3,556.2 1.9

120 BONNE BELL 25,017.1

LIP SMACKER LIP GLOSS 6,475.4 -26.6

LIP SMACKER COCA COLA LIP GLOSS 2,063.2 0.9

LIQUID LIP SMACKER LIP GLOSS 1,910.4 -16.9

* In thousands

† May May include multiple SKUs; only top three listed

Source: SymphonyIRI Group for the year ended Dec. 25, 2011, across FDMx Product photos courtesy of Hamacher Resource Group

7 • MAY 2012 DRUGSTORENEWS.COM


Niche

BRANDS

BRAND † SALES* % CHG

121 DIMETAPP $24,986.5

COLD/ALLERGY/SINUS LIQUID/POWDER 15,109.6 0.8%

COLD AND COUGH COLD/ALLERGY/SINUS LIQUID/POWDER 8,771.3 0.3

122 REDKEN 24,951.2

ALL SOFT HAIR CONDITIONER/CREAM RINSE 1,916.3 26.8

ALL SOFT REGULAR SHAMPOO 1,626.4 19.1

COLOR EXTEND REGULAR SHAMPOO 1,528.8 -5.7

123 EX LAX 24,662.8 -2.2

124 SENOKOT 24,452.8

S LAXATIVE TABLETS 12,821.7 6.8

LAXATIVE TABLETS 10,484.2 7.0

XTRA LAXATIVE TABLETS 1,146.6 -1.3

125 A & D OINTMENT 24,391.1

BABY OINTMENTS/CREAMS 18,443.0 -3.9

FIRST-AID OINTMENTS/ANTISEPTICS 5,948.1 4.9

126 SALON GRAFIX 24,388.0

HAIR SPRAY/SPRITZ 20,932.5 -3.6

INVISIBLE REGULAR SHAMPOO 2,170.7 33.9

HAIR STYLING/SETTING GEL/MOUSSE 1,136.2 12.2

127 PERT PLUS 24,325.4

MEDIUM REGULAR SHAMPOO 7,901.1 -20.3

CLASSIC CLEAN REGULAR SHAMPOO 3,715.1 NA

SIMPLY FRESH REGULAR SHAMPOO 2,063.9 -17.6

128 EFFERDENT 24,278.1

DENTURE CLEANSER/TABLETS 14,666.6 -12.6

PLUS DENTURE CLEANSER/TABLETS 6,656.7 -12.7

DENTURE CLEANSER/TABLETS 1,299.7 NA

129 MUELLER 24,029.4

SPORT CARE MUSCLE/BODY SUPPORT DEVICES 21,322.5 16.5

GREEN MUSCLE/BODY SUPPORT DEVICES 1,305.3 -34.5

130 LACTAID FAST ACT 24,022.3 4.5

131 WHITE RAIN 23,620.5

LIQUID BODY WASH/ALL OTHER 7,513.7 -16.8

HAIR SPRAY/SPRITZ 4,632.3 37.7

CLASSIC CARE HAIR SPRAY/SPRITZ 2,827.8 -51.7

132 ASTROGLIDE 23,038.3

PERSONAL LUBRICANTS 14,698.4 5.3

GEL PERSONAL LUBRICANTS 4,118.4 22.5

X PERSONAL LUBRICANTS 2,203.6 3.8

133 LUDENS 22,836.7 12.5

134 AT HOME 22,522.7 2.9

135 CONAIR 22,159.5

GROOMING/SHAVING SCISSORS 15,036.6 -4.4

STYLING ESSENTIALS GROOM/SHAVING SCISSORS 4,626.7 5.2

FOOT CARE DEVICES 1,205.1 98.1

BRAND † SALES* % CHG

136 CEPACOL $21,778.9

COUGH/SORE THROAT DROP 17,747.7 -0.5%

MOUTHWASH/DENTAL RINSE 2,621.3 -7.8

SORE THROAT REMEDY LIQUIDS 752.1 -48.2

137 CITRUCEL 21,741.2

LAXATIVE/STIMULANT LIQ/PWDR/OIL 11,971.4 -2.5

LAXATIVE TABLETS 9,769.4 -6.9

138 BARBASOL 21,523.0 4.8

139 TWEEZERMAN 21,570.7

LTD GROOMING/SHAVING SCISSORS 15,221.1 12.9

LTD FOOT CARE DEVICES 2,943.5 9.7

PEDRO FOOT CARE DEVICES 2,012.7 56.6

140 FIRST CHECK 21,172.5 1.8

141 INFUSIUM 23 20,898.7

HAIR CONDITIONER/CREAM RINSE 6,467.9 123.1

MOISTURE REPLENISHER HAIR COND/CREAM RINSE 5,085.6 106.1

MOISTURE REPLENISHER REGULAR SHAMPOO 3,832.7 88.7

142 FINESSE 20,843.2

REGULAR SHAMPOO 8,564.2 -0.4

HAIR CONDITIONER/CREAM RINSE 5,349.9 1.6

HAIR SPRAY/SPRITZ 4,137.7 -13.7

143 REMBRANDT 20,818.5

INTENSE STAIN TOOTHPASTE 9,029.7 -3.7

TOOTH BLEACHING/WHITENING/PWDR/PL 4,964.5 -5.3

PLUS TOOTHPASTE 4,188.3 20.8

144 FREDERIC FEKKAI 20,591.0

REGULAR SHAMPOO 4,446.0 7.8

HAIR CONDITIONER/CREAM RINSE 2,239.9 31.4

GLOSSING SHAMPOO AND COND COMBO PACK 2,086.5 0.4

145 BEANO 20,370.9

ANTACID TABLETS 17,468.3 -7.2

MAX MELTAWAYS ANTACID TABLETS 1,971.4 180.1

146 TONE 20,091.8

LIQUID BODY WASH/ALL OTHER 11,787.8 -4.5

NON-DEODORANT BAR SOAP 8,044.3 -9.7

147 BABY ORAJEL 19,951.0 -6.5

148 ANBESOL 19,930.6

ORAL PAIN RELIEF 17,999.6 -2.7

LIP BALM/COLD SORE MEDICATION 1,685.6 -10.4

149 JORDANA 19,817.3

EASYLINER EYE LINER 4,667.6 1.6

EASYLINER LIP LINER 2,798.4 11.8

EYE LINER 2,167.3 -12.1

150 PURE PROTEIN 19,574.9 29.5

* In thousands

† May May include multiple SKUs; only top three listed

Source: SymphonyIRI Group for the year ended Dec. 25, 2011, across FDMx Product photos courtesy of Hamacher Resource Group

8 • MAY 2012 DRUGSTORENEWS.COM

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