Progressive Grocer

MAR 2017

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supplementing nutrition with pills." e Marina Del Rey, Calif.-based company will soon launch four condi- tion-specific Benefit Blends products, including AM and PM formulas. Condition-specific supplements continue to fuel VMS sales, and more retailers are merchandising accordingly. "According to IRI scan data, condition-specific supplements accounted for around 32 percent of all supplement sales in the last 52 weeks as of Dec. 25, 2015, a 10 percent increase over the prior 52-week period," says Patricia Jones, senior manager of new business development at Mason. "Organizing by condition makes it easier for custom- ers to compare different brands of the same type of product," continues Jones. "In larger stores, brand blocking should be reserved for private label and discount brands for the bargain shopper." Wakefern's Skyers says the chain is likely to move to organizing the category by specific use over time. Jones suggests merchandising similar categories next to each other, such as mood support products next to sleep aids and baby care products next to women's products, to create a "power set." "Good merchandising prompts consumers to put more in their carts than they originally intended," she observes. Probiotics Still Strong IRI data show that at least seven of the top 20 supplement dollar sales performers were probiotic products. Broulim's Shepard notes that while joint supplement sales have slowed, probiotics continue to pick up steam at the chain. He's also seeing growth in kombucha, which could be taking a bite out of the supplement category. Other supplement categories, such as heart health and brain health, have experienced increases, while products positioned as beauty supplements are also showing growth. "Condition-specific formulas geared toward women, such as those who promote beauty from within, relieve menopause symptoms, strengthen bones or are formulated for pregnancy/ prenatal supplementation, are selling well," says Ma- son's Jones, adding that products aimed at women's health challenges, specifically diet, fatigue and stress, are gaining momentum. PG Nonfoods Health, Beauty & Wellness Adding ancillary categories gives consumers another option for treatment, and retailers a great opportunity to cross- merchandise and cross- promote." —Susan Viamari, IRI Top retailers list Six Star Pro Nutrition ® , just like top sports pros and everyday athletes use Six Star ® to reach their goals and build better bodies. The complete Six Star ® lineup of proteins and sports nutrition supplements is designed to deliver category growth: Innovative packaging, proven to improve shopability and outperform the competition – ranked #1 FDM package in a consumer survey* Globally recognized, top-tier athlete endorsements on packaging, marketing materials and promotions Scientifi cally studied key ingredients and best-in-class formulas *Affi nova (A Nielsen Company), Optimizer for Design Report, April 2014 For distribution call 1.888.334.4448 FROM THE MAKERS OF #GreatnessIsEarned @SixStarPro sixstarpronutrition ALSO LOOK FOR: THE COMPLETE LINE OF SPORTS SUPPLEMENTS FROM SIX STAR ® PREMIUM SUPPLEMENTS. SMART PRICE. Learn more about our latest initiative! BEST FORMULA BEST TASTE BEST RESULTS MuscleTech ® is America's #1 Selling Body Building Supplement Brand based on cumulative wholesale dollar sales 2001 to present. Facebook logo is owned by Facebook Inc. Read the entire label and follow directions. © 2017 BUILT FOR MAXIMUM GROWTH FROM AMERICA'S #1 SELLING BODY BUILDING SUPPLEMENT BRAND Giancarlo Stanton ALL-STAR OUTFIELDER @giancarlo818 Rob Gronkowski ALL-PRO TIGHT END @gronk Russell Westbrook ALL-STAR POINT GUARD @russwest44 Danica Patrick PROFESSIONAL RACE CAR DRIVER @danicapatrick

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