Special Reports Archive

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.

As a format, adult gummy vitamins continue to trend well. The adult gummy segment grew by 23% in the first quarter of 2016, significantly outpacing the kids gummy section that dropped by 8% in sales over the same period, according to Matthew Farrell, president and CEO for Church & Dwight.

RONKONKOMA, N.Y. — Sales of apple cider vinegar supplements are on the rise, and Princeton Research now offers the next top-trending supplement that will greatly increase incremental segment growth — Ultra AppleLean Cider Vinegar.

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.

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.