In this Issue

MADISON, N.J. — Pfizer Consumer Healthcare earlier this year augmented its Centrum MultiGummies line with Men and Women formulations. MultiGummies are a chewable multivitamin formulated with more vitamin D3 than any of the leading men’s and women’s gummy multivitamin brands, according to the company. Sales of Centrum multivitamins are up significantly. For the 52 weeks ended April 17 across total U.S. multi-outlets, Centrum sales reached $77.4 million on 25.7% growth, according to recent IRI data.

Lornamead is a vivid example of a company successfully transforming its legendary brands into icons coveted by a younger audience.

Henkel not only has one of the highest engaging brands with millennials, but the company is making sure its team is as up to date with social digital tools as its youthful fans.

Sales in the minerals and supplements segment were up 5.7% from the previous year, while sales for private label were down 0.7%, according to IRI. These shifts resulted in a 6% erosion of market share for private label, from 34.8% to 32.7% for the period. However, private label holds a plurality of the market with a market share of 32.7% and sales of $1.1 billion.

PHEONIX — Boulder Canyon Authentic Foods has introduced three new potato chip flavors cooked in premium, better-for-you oils. Coconut Oil Pineapple Habanero, Olive Oil Sweet Vinegar and Olive Oil Red Chili kettle-cooked potato chips are cooked in 100% natural oils and are seasoned with clean, simple ingredients. All Boulder Canyon snacks feature no cholesterol, no trans fats and no MSG. Additionally, the chips are non-GMO certified, gluten-free, kosher and vegan. The new chips are now available with a suggested retail price of $3.49 per 5.25-oz. bag.

Millennials present challenges to marketers. They use multiple devices, sometimes simultaneously, making them harder to reach than individuals in other demographic groups. They engage with social media to a higher degree than any other demographic group. This audience wants to be heard; social listening, as well as conversational marketing, can provide insights for product functionality and messaging.

ShopRite has avoided the pitfalls many traditional grocery chains have faced by evolving with its consumers, especially in regard to health and beauty care.