Q&A: i-Health’s Allen on how retailers can capitalize on probiotics
Wellness starts from the inside out, said Brittany Allen, Adult Culturelle associate brand manager for i-Health, a division of DSM, and the manufacturer of the Culturelle line of probiotic supplements. In a conversation with Drug Store News, Allen discussed the company and how retailers can best merchandise probiotics.
Drug Store News: Tell us about Culturelle. What is it and how does it work?
Brittany Allen: Culturelle is a probiotic supplement that offers a range of products from adults to babies that help keep your digestive system running smoothly and supports your immune system today and tomorrow. We want you to feel your best by helping to restore the natural balance in your gut with our daily, scientifically proven probiotics.
DSN: What makes this brand unique in the digestive health marketplace?
BA: We believe in wellness from the inside out. We develop high-quality, safe probiotics that work. How do we do this? Culturelle products include 100% lactobacillus rhamnosus GG — a unique strain of probiotic that’s naturally sourced and scientifically proven to work in harmony with the human body. I should add that these statements have not been evaluated by the Food and Drug Administration, and this product is not intended to diagnose, treat, cure or prevent any disease.
With more than 1,000 scientific studies and more than 200 human clinical trials, lactobacillus rhamnosus GG has been more extensively studied than any other probiotic strain and proven safe and effective with demonstrated digestive and immune benefits for the whole family — that’s the Culturelle difference.
DSN: In this environment, what can you offer the mass retail world?
BA: In a time where most consumers are more conscious than ever of the health of them and their families, we share a commitment to high-quality and effective products they can choose from based on their individual needs. Culturelle is highly trusted by the medical professional community and uses the proven probiotic backed by more than 30 years of research to be safe and efficacious.
DSN: What do retailers need to do to maximize sales?
BA: At Culturelle, we pride ourselves in understanding the dynamics of the shopper. Research shows shoppers have a lot to consider at shelf and are most often overwhelmed. We believe there are three tactics that could aid in maximizing sales for retailers:
Maximizing the shelf set: This will help shoppers navigate the options; Educational production information at shelf: This will help shoppers make informed purchase decisions; and SKU rationalization is where retailers can win: By going with fewer, bigger brands, consumers can more easily shop the aisle.
DSN: What are you doing to help educate consumers and to drive sales to retail?
BA: At Culturelle, as much as we believe we have the best product in the market for consumers, we continually look for ways to educate consumers before and after their purchase. We continue to enhance our own website, Culturelle.com, with robust content as consumers are in the consideration phase, along with dedicated TV, media and public relations efforts that help build awareness around the role probiotics play within the gut. We educate consumers at point-of-purchase and after as we have a dedicated consumer engagement team available to address any questions as it relates to probiotics and how Culturelle works.