Progressive Grocer

SEP 2016

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September 2016 | progressivegrocer.com | 145 Nonfoods Health, Beauty & Wellness M ore consumers are reach- ing for natural products when shopping the OTC and HBW aisles for items for their children, and supermarket chains with more options in those categories are poised to win big with Millennial consumers. "We're seeing the segment of naturally inclined consumers continuing to grow, so for retailers interest- ed in winning that shopper, these categories are really important," affirms Annette Domnik, chief marketing officer at Draper, Utah-based Zarbee's Naturals. A recent study from Zarbee's revealed that more than two-thirds of parents are reading the labels on vitamins, and 49 percent are reading the labels on personal care products. e study further found that parents are making their purchase decisions based on what's on those labels, with more than half reporting that they wouldn't give their children vitamins with artificial dyes, flavors or sweeteners. What's Natural for Kids Sales of clean-ingredient OTC and personal care products for children are growing by leaps and bounds. By Barbara Sax Chicago-based Mintel reports that a majority of households with children under 18 became more concerned about pesticides, antibiotics/hormones, allergens and GMOs when they had their first child. Mintel's research also shows that when purchasing vitamins and supplements, 62 percent of households with kids prefer natural sources, a significantly higher percentage than those with no kids (50 percent). "Kids' products are often a gateway for the en- tire category," says Mike Lesser, CEO of Madi- son, N.J.-based Revive Personal Products, which markets the Natural Dentist Cavity Zapper brand for kids. "Once parents purchase natural products for their children, they are more likely to buy them for themselves as well." According to Zarbee's Domnik, shoppers who purchase natural products spend between 30 percent and 40 percent more per shopping trip, so beefing up offerings in natural children's OTC and HBC products is a smart strategy. "Natural products frequently offer a higher Once parents purchase natural products for their children, they are more likely to buy them for themselves as well." —Mike Lesser, Revive Personal Products

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