In this Issue

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.

Asked what drives their brand preference, 80% of millennials are highly influenced by a brand’s potential to make the world a better place and want to do business with these brands.

The fact is business in the supplement aisle is booming. The majority of U.S. adults — 68% — take dietary supplements, and consumer confidence remains high, with 84% of U.S. adults expressing overall confidence in the safety, quality and effectiveness of dietary supplements, according to the latest Council for Responsible Nutrition Consumer Survey on Dietary Supplements.

Capturing the attention of, and marketing to, young consumers takes more than advertising in the manner of “Mad Men’s” Don Draper, said Anthony “Max” Baron, founder and CEO of PrepReps — currently still a high school senior — whose company connects social influencers on high school and college campuses, with brands looking to cultivate the loyalty of young consumers, provided four tips for how to get the job done.

CLEARWATER, Fla. — Ion Labs recently launched ProCharge, a line of liquid protein products featuring as many as 20 different flavors, all designed to supplement everyday eating with 40 g of protein per 2-oz. bottle.

Of everything Unilever has learned about the New General Market, the most resounding lesson is that consumers in this group are savvy, know when they are being “marketed to” and consequently demand authenticity in any communication.

It’s been a little more than a year since GlaxoSmithKline Consumer Healthcare announced the return of Alli (orlistat 60 mg capsules) to most stores in the United States and Puerto Rico. Today, the over-the-counter diet aid has reclaimed much of its lost dollar base and its No. 2 spot on the list of best-selling diet aids across total U.S. multi-outlets with $30.8 million in sales for the 52 weeks ended April 17.