In this Issue

As a format, adult gummy vitamins continue to trend well. The adult gummy segment grew by 23% in the first quarter of 2016, significantly outpacing the kids gummy section that dropped by 8% in sales over the same period, according to Matthew Farrell, president and CEO for Church & Dwight.

For The Mentholatum Company, improving the quality of its marketing efforts — and hence, doing an effective job of reaching its target demographic in the New General Market — is heavily predicated on shifting more activity to digital, social and mobile platforms.

RONKONKOMA, N.Y. — Sales of apple cider vinegar supplements are on the rise, and Princeton Research now offers the next top-trending supplement that will greatly increase incremental segment growth — Ultra AppleLean Cider Vinegar.

Hyland’s Leg Cramps was the Official Cramp Relief Partner of the Boston Marathon. A campaign called “Find Your Finish Line” encouraged runners to share their stories on #HylandsFYFL.

Consumers are driving change in the snack category with their ever-increasing demand for organic, non-GMO, vegan, gluten-free and other more natural snacks.

Bringing beauty to life” is Paris Presents’ mantra. For the company, accomplishing this goal — and catering to its millennial audience — means focusing not on products themselves, but on what those products can do for the customer and how they can help her attain her own objectives. For example, applying makeup to achieve a particular look. It also means working with social influencers who understand millennials and their priorities.

Transactional business is over; brands must connect heart and soul. Today’s new consumer is more informed, more independent, more curious and more conversational than ever before. They want to be talked with — not talked to. It is about “share of heart,” not just “share of wallet.”

Marketers constantly “push” customers into sub-segments. And occasionally they forget to step back and find the commonalities to which they can appeal. “These are often the emotional or aspirational commonalities, as well as the benefits and needs,” said Delfina Cinco, director of marketing at Beiersdorf.