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Nutrition segment dominates fall breakthrough brands

There are definitely several themes playing out across Drug Store News’ top 10 list of breakthrough brands, defined by those brands that have contributed the most impactful growth over an annualized period, in this case for the 52 weeks ended Oct. 2 across total U.S. multi-outlets, according to IRI.

(To view the full OTC Trend Report, click here.)

Baby boomers are driving significant sales, as evidenced by the presence of an adult incontinence brand, a memory supplement and a protein supplement formulated for seniors.

Interestingly, smoking cessation has experienced an incredible surge in sales, suggesting such advertising efforts as CVS Health’s call on millennials to be the first tobacco-free generation may be gaining traction.

But the most dominant theme resonating across this fall’s list of breakthrough brands is the number of nutrition brands that made the list — four of the top 10 breakthrough brands are meal replacement bars.

  1. Adult incontinence tops this fall’s breakthrough brand charts with Kimberly-Clark’s Poise brand. One-in-three women experience light bladder leakage, the company noted. To help promote awareness around LBL, Kimberly-Clark signed TV host and celebrity mom Brooke Burke-Charvet earlier this year.

  2. GSK Consumer Healthcare’s nonprescription Flonase is still dominating OTC allergy remedy charts. And the company plans to build on that brand equity in spring 2017 with the launch of Flonase Sensimist. It’s the equivalent to prescription-only Veramyst, the latest allergy switch to be approved for sale over the counter.

  3. There’s a reason Clif Bar is a mainstay on the meal replacement bar best-sellers list: the company constantly is bringing some new innovation to market. Earlier this year it was the Clif Nut Butter Filled Energy Bar, which helped fuel users with a new nut butter filling inside each bar.

  4. Premier Protein ready-to-drinks resonate with consumers because they keep it simple — 30 g of protein, 1 g of sugar and 160 calories in a shake that “tastes just like chocolate milk.” That’s according to one of the many consumer testimonials Premier has been posting to social media this year.

  5. SlimFast may be best associated with consumers in pursuit of a healthier weight-loss lifestyle. To help support those transformations, SlimFast last year introduced 15 new items as part of its SlimFast Advanced Nutrition line. Judging from the exception sales, the brand is resonating with dieters.

  6. Not only is Quest Bar resonating with consumers shopping retail pharmacy — the company’s meal replacement solutions continue to rocket to the top of the sales charts as the company rounds out its distribution — but across social media as well. Quest Nutrition president Tom Bilyeu aspires to deliver a value-add to “Quest Nation:” a weekly inspirational YouTube vlog that has less to do with bars and more to do with the pursuit of a healthy lifestyle.

  7. Quincy Bioscience’s memory supplement Prevagen has maintained and built on a strong growth trajectory, suggesting the cognitive supplement market continues to hold plenty of promise. Data from Nutrition Business Journal recently sized the opportunity at $1.2 billion in 2014, and expects the demand to grow to almost $1.5 billion by 2020.

  8. According to a survey jointly sponsored by Abbott Nutrition and AARP, two-thirds of seniors are concerned about muscle loss. It looks like such products as Ensure Active may be on the list of solutions for those seniors.

  9. Thanks to such efforts as CVS Health’s “Let’s be the First” anti-smoking campaign encouraging millennials to become the first tobacco-free generation, and the American Legacy Foundation’s “Truth” smoking cessation campaign, it looks like GSK Consumer Healthcare’s Nicorette Lozenges are climbing sales charts.

  10. Tylenol Arthritis is one of the last of Johnson & Johnson/McNeil Consumer’s brands to return from its temporary hiatus off the shelf after the company’s Fort Washington product plant re-opened last September. It’s been little more than a year since the brand returned to shelves in late 2015, and you can tell it had been missed.

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