In this Issue

One year after the project was formally announced, the Council for Responsible Nutrition’s Supplement OWL initiative became a reality this spring when the online product registry went live. A resource for regulators, retailers and the industry, the OWL is an industry-wide, self-regulatory initiative that will help create a rich and more complete picture of the marketplace, and can be accessed by anyone.

From large-scale, high-volume processors linked with data management software and video-enabled prescription verification systems to “cobots’’ that require a minimal amount of countertop space, a new generation of dispensing tools is allowing pharmacies to shift more of the workload to technicians and central-fill sites so pharmacists can focus on patient interventions and clinical services.

In the roughly 20 years since pharmacists began providing vaccinations in some states, pharmacy is growing as a preferred site for patients to receive their immunizations. In PrescribeWellness’ 2017 Vaccination and Preventive Care Study, 55% of survey respondents said they prefer their pharmacy to their physician’s office as the place to get vaccinated.

For decades, chain and independent retail pharmacy has been defined by its unyielding pursuit of professional recognition, fair reimbursement and full status as a member of the healthcare provider team. The industry has made huge strides toward that goal, thanks to massive investments in pharmacy technology and automation, which have enabled a shift in workflow, giving pharmacists the data and decision-making tools to support patient interventions and connect more seamlessly with the broader health network.

Sales of vitamins and supplements are generally 10 times greater across large retail chain outlets, including all major food, drug and mass retailers, as compared to specialty outlets. While sales through specialty channels are not nearly as great, the fact remains that the growth trends tracked through those channels, ranging from natural grocers to gourmet wellness stores, are great harbingers of what might soon be best-selling categories within mass outlets.

Supplements are providing the perfect complement to drug store retailers’ bottom lines. Including meal replacement bars, energy shots, protein shakes and diet aids, sales of dietary supplements and nutrition-packed products across the supplement aisle continued to grow at a healthy 4.7% clip with more than $13.4 billion in sales across total U.S. multi-outlets for the 52 weeks ended April 16, according to the latest IRI data.

Today’s consumers want CPG companies to do things that impact the world, and to be part of brands that make the world better. Ignoring this new emphasis and continuing to focus on product itself will only lead to a loss of market share.

The question of how brands continue to remain relevant is one that is central among companies looking to make space for themselves among an ever-shifting consumer base. As companies look to engage the New General Market consumer, Seventh Generation CEO John Replogle said there is one key element uniting companies that are able to endure: Soul.