Progressive Grocer

SEP 2016

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146 | Progressive Grocer | Ahead of What's Next | September 2016 Nonfoods Health, Beauty & Wellness margin than traditional products and can be a pu margin than traditional products and can be a pull for shoppers who might otherwise go to hybrid stores such as Whole Foods or Sprouts," adds Ron stores such as Whole Foods or Sprouts," adds Ron Gentry, VP of marketing at Newtown Square, Pa.-based Boiron USA. Nothing to Cough At A recent report from Little Falls, N.J.-based Kline & A recent report from Little Falls, N.J.-based Kline & Co. found that natural and homeopathic products are growing at a strong pace, particularly in the children's cold medication market, since many traditional OTC cold medicines have their use restricted to children ages 4 or 6 and up. "at leaves parents of young children seeking alternatives and natural brands [to fill] the need," notes Laura Mahecha, industry manager of healthcare at Kline. Boiron's Camilia teething drops, for example, can be used for babies as young as 1 month. e company also markets Chestal and Coldcalm, and Gentry expects to see a greater focus on natural cough and cold products for children in the future. "ere's no proof that the active ingredients in traditional cough medicines really work, and they can have side effects, so many parents are looking for a natural alternative," observes Bob Harrington, founder of Pittsford, N.Y.-based Maty's Healthy Products, which offers 13 natural children's OTCs. Maty's cough syrup is carried by H-E-B, Raley's, Ahold Delhaize banners and Harris Teeter, among other supermarket chains. According to Harrington, the brand's natural baby chest rub and natural vapor rubs are top sellers in their categories. Last year, the company introduced three certified-organic cough products to the market, the first on the U.S. market. Zarbee's recently introduced a Baby Chest Rub and a Baby Gripe Water, the latter of which is formulated for infants to ease occasional stomach discomfort and gas associated with colic, fussiness and hiccups. "Our Gripe Water is the first in the U.S. that is formulated with strong clinical sup- port utilizing fennel, chamomile, lemon balm and ginger," notes Domnik. Zarbee's products are sold widely in mass chan- nels. "We want to offer consumers another choice in that market," explains Domnik. "As a company, we are focused on bringing better-for-you choices with powerful handpicked ingredients to the mass market." Standard Homeopathic's Hyland's Kids and Hyland's Baby brands have also launched a number of new products. is year, the company launched Hyland's 4 Kids Bumps 'n Bruises with Arnica. Originally launched as an exclusive to Minneapolis- based Target through the big-box retailer's Made to Matter program, the product is a natural remedy for bruising, pain and swelling that contains no aspirin, acetaminophen, ibuprofen, naproxen, pseudoephed- rine or dextromethorphan. Hyland's additional 2016 launches include three baby products — Baby Nighttime Tiny Cold Tablets, Baby Nighttime Cold 'n Mucus Relief, and Baby Daytime Cold 'n Mucus Relief — and several items under its 4Kids brand. Category Expansion Natural brands are also increasingly entering the baby and children's HBW category, and brands that have been operating in the natural baby segment are expanding their offerings to appeal to a wider audi- ence. For instance, Los Angeles-based California Baby, a manufacturer of natural baby HBW prod- ucts, has added a 10-SKU line for older children. "Parents don't want to stop using the products once their children are older than toddlers," says Jessica Iclisoy, founder of the long-established brand, whose premium-priced baby products have been on Target shelves for nearly a decade, and joined Walmart's lineup in early August. "For a long time, we were one of the few players in that category, and in the last few years, we've seen more brands entering the natural children's HBC category." Fresh Monster, meanwhile, is a recent addition to the category. e growing brand, founded by two former Unilever execs, has an accessible $6.50 price point and is currently sold in such retailers as Target, Meijer, Hy-Vee and Whole Foods Market. e five- product toxin-free hair care line contains plant-based surfactants and naturally derived preservatives. "is is a product category that's not going to burn out," asserts Iclisoy. "It's a real category, but it needs care. Supermarket chains, such as Ralphs, that make a real commitment to the category can do very well with these products." at means educating consumers at point of pur- chase and expanding selection. "A natural section means more than just one brand," she points out. Shelf talkers also let consumers know that retailers are in the natural business. One key to attracting the all-important Millen- nial shopper, advises Domnik, is to merchandise products in a way that makes the shopping experi- ence as easy as possible, with signage that calls out products based on their attributes. PG Supermarket chains …that make a real commitment to the category can do very well with these products." —Jessica Iclisoy, California Baby

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