In this Issue

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.

A twenty-something consumer walks into a drug store and heads to the oral care aisle, where she begins looking at the toothpaste selection. She quickly picks up and puts down boxes containing offerings from a few mainstream brands, but when she sees the hello products package, she not only grabs it, she spends several minutes reading the copy. Smiling and laughing to herself, she places the box into her basket.

Though VoicePort’s best-known offering is its PharmaPhonetics platform — which provides multichannel, automated and personalized communications to help pharmacies engage with patients — the Rochester, N.Y.-based company has expanded its offerings as the pharmacist’s role has expanded beyond filling prescriptions to helping patients lead healthy lives.

With its broad portfolio spanning shaving, skin, sun, infant and feminine care in the personal care segment, Edgewell tees up its message to the New General Market to match the audience.