The natural trend hits cough-cold aisle
Echoing growing consumer interest in cleaner ingredients that’s coursing through center store, the cough-cold aisle is playing host to an increasing number of natural products.
“Natural continues to be a big factor in this category,” Philip Gentlesk, principal at Bedford, N.H.-based Lanes Brands, said. “Retailers have to offer natural alternatives to conventional products. A lot of them are making a point of doing that.”
Lanes Brands currently is preparing a major relaunch of its Jakemans cough drops with a new look this year. “The changes we’ve made to the packaging makes a modern appeal while retaining that nostalgic apothecary look and feel,” Gentlesk said.
And consumers aren’t just interested in natural products for themselves — parents are a key demographic that manufacturers are working to appeal to, as well.
“Natural is the new normal,” Worth Anne Herrell, co-founder of Dallas-based Oilogic Essential Oil Care, said. The company markets products with essential oils as natural remedies. “Millennial parents are seeking solution-oriented products that meet the needs of their unique child. Our Stuffy Nose & Cough [essential oil product] is highlighted as a natural solution to desperate parents who are seeking help to comfort their child, who most likely is too young to take over the counter medication.”
Rather than only seeking natural remedies once they’re already sick, consumers are increasingly looking for immune-boosting products to keep them from catching the latest bug. One of the beneficiaries of this trend has been EZC Pak, which makes five-day immune support packs with supplements that include Echinacea, zinc and vitamin C.
“EZC Pak is leading the charge in terms of new natural product offerings in the cold and flu category,” Sarath Malepati, medical director at PPC Group, said. “This subcategory of combination immune support products is among the fastest growing overall in cold and flu. We had quadruple digit store growth in 2017, and plan to keep the pedal to the metal in 2018 as our distribution continues to grow.”
Another preventive OTC area seeing innovation is hand sanitizer, as more consumers look for products that can offer multiple benefits — something Jessica Postiglione, co-founder of New York City-based Olika, said, which the sanitizer upstart is looking to capitalize on. “Consumers are keen on multitasking products, whether it’s a multisymptom cold relief medicine or a hand sanitizer that both protects and moisturizes the skin,” she said.
Olika last year introduced Birdie — a 2-in-1 hand sanitizer containing a spray and dry wipes. “Consumers are consistently expecting more,” Postiglione said. “The brands that stay ahead of the curve are the ones which continue to innovate across all aspects of their product, from packaging and formulation to online presence, relevance and personality.”
“Natural continues to be a big factor in this category,” Philip Gentlesk, principal at Bedford, N.H.-based Lanes Brands, said. “Retailers have to offer natural alternatives to conventional products. A lot of them are making a point of doing that.”
Lanes Brands currently is preparing a major relaunch of its Jakemans cough drops with a new look this year. “The changes we’ve made to the packaging makes a modern appeal while retaining that nostalgic apothecary look and feel,” Gentlesk said.
And consumers aren’t just interested in natural products for themselves — parents are a key demographic that manufacturers are working to appeal to, as well.
“Natural is the new normal,” Worth Anne Herrell, co-founder of Dallas-based Oilogic Essential Oil Care, said. The company markets products with essential oils as natural remedies. “Millennial parents are seeking solution-oriented products that meet the needs of their unique child. Our Stuffy Nose & Cough [essential oil product] is highlighted as a natural solution to desperate parents who are seeking help to comfort their child, who most likely is too young to take over the counter medication.”
Rather than only seeking natural remedies once they’re already sick, consumers are increasingly looking for immune-boosting products to keep them from catching the latest bug. One of the beneficiaries of this trend has been EZC Pak, which makes five-day immune support packs with supplements that include Echinacea, zinc and vitamin C.
“EZC Pak is leading the charge in terms of new natural product offerings in the cold and flu category,” Sarath Malepati, medical director at PPC Group, said. “This subcategory of combination immune support products is among the fastest growing overall in cold and flu. We had quadruple digit store growth in 2017, and plan to keep the pedal to the metal in 2018 as our distribution continues to grow.”
Another preventive OTC area seeing innovation is hand sanitizer, as more consumers look for products that can offer multiple benefits — something Jessica Postiglione, co-founder of New York City-based Olika, said, which the sanitizer upstart is looking to capitalize on. “Consumers are keen on multitasking products, whether it’s a multisymptom cold relief medicine or a hand sanitizer that both protects and moisturizes the skin,” she said.
Olika last year introduced Birdie — a 2-in-1 hand sanitizer containing a spray and dry wipes. “Consumers are consistently expecting more,” Postiglione said. “The brands that stay ahead of the curve are the ones which continue to innovate across all aspects of their product, from packaging and formulation to online presence, relevance and personality.”