DSN_0924

September 2024 DRUGSTORENEWS.COM

LEADING PHARMACEUTICAL DISTRIBUTOR

INSIDE Are vitamins and supplements poised for growth?

Page 34 Body, Heal Thyself Page 42

CHASING HEALTH INCLUSIVITY

September 2024 DRUGSTORENEWS.COM

“I heard it through the grapevine.

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Integrating all your security and regulatory requirements, e-CP covers your physical and digital operations, to protect the integrity and safety of your online pharmacy business.

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For more information about Pharmacy e-Commerce Protection Accreditation, contact Caitlin Warner, cwarner@thecomplianceteam.org or 215.654.9110.

EDITOR’S NOTE

Access For All Health equity takes center stage

“TRADITIONAL HEALTH CARE ORGANIZATIONS GENERALLY STRUGGLE TO ADDRESS HEALTH INEQUITIES AND NO SINGLE SECTOR CAN DO THIS WORK ALONE.” --DELOITTE

There is a long-running real estate debate that seems to have no end: Should low-income individuals have access to home ownership?

Some observers say yes, while others believe low-income citizens should have access to safe and affordable housing—not necessarily home ownership.

The same can be said of health care. Not everyone can have access to a concierge doctor, but everybody should be able to find highquality affordable care no matter where they live or their ethnic background. Retail pharmacies can help them do that—or should.

COVID-19 put a spotlight on health equity (or the lack of it), as the disparities of the disease’s impact among different demographic and ethnic groups was laid bare for all to see.

According to the health policy organization KFF, total cumulative data indicate that Black, Hispanic, American Indian or Alaska Native and Native Hawaiian or Other Pacific Islander people experienced higher rates of COVID-19 cases and deaths compared to White people when you adjust to account for differences in age by race and ethnicity. The numbers have led to an increased focus on the differences in access to healthcare among various communities.

Our cover story this month (page 18) takes a look at what companies are doing to improve health care accessibility. The issue is a priority for a lot of companies and brands, and their strategies are diverse. CVS Health, for example, is taking a company-wide approach that includes free biometric screenings and investments in local, high-risk communities, while Mckesson is putting its efforts in reducing pharmacy deserts.

And it’s not just national brands. Community pharmacies are focussed on improving health care access, too. This is good news because the issue is so big it will require collaboration.

“Traditional health care organizations generally struggle to address health inequities and no single sector can do this work alone,” Deloitte wrote in a 2023 report on health equity. “It will take an ecosystem of organizations to impact health through innovation and collaboration. The statistics on care management reveal that in 2019 only 4% of individuals who could benefit from chronic care management received those services.”

Pharmacies can reverse these numbers.

8550 W. Bryn Mawr Ave., Ste. 200 Chicago, IL 60631 773.992.4450 Fax 773.992.4455 www.drugstorenews.com BRAND MANAGEMENT Senior Vice President & Publisher John Kenlon 516.650.2064 jkenlon@ensembleiq.com EDITORIAL Editor-in-Chief, Editorial Director Nigel F. Maynard nigelmaynard@ensembleiq.com Managing Editor Julianne Mobilian jmobilian @ensembleiq.com Senior Editor Sandra Levy slevy@ensembleiq.com Beauty Editor Gisselle Gaitan ggaitan@ensembleiq.com ADVERTISING SALES & BUSINESS Northeast Manager Alex Tomas 212.756.5155 atomas@ensembleiq.com Regional Manager Steven Werner 312.961.7162 swerner@ensembleiq.com DESIGN/PRODUCTION/MARKETING Art Director Catalina Gutierrez cgutierrez@ensembleiq.com Production Manager Jackie Batson jbatson@ensembleiq.com Marketing Manager Kathryn Abrahamsen kabrahamsen@ensembleiq.com SUBSCRIPTION SERVICES List Rental mbriganti@anteriad.com Subscription Questions contact@drugstorenews.com

CORPORATE OFFICERS Chief Executive Officer Jennifer Litterick Chief Financial Officer Jane Volland Chief People Officer Ann Jadown Chief Strategy Officer Joe Territo Chief Operating Officer Derek Estey

EDITORIAL ADVISORY BOARD John Beckner, NCPA Becky Dant, Costco J. Jeremy Faulks, Thrifty White Pharmacy Doug M. Long, IQVIA Nancy Lyons, Health Mart Pharmacy Katie Scanlon, Publix Super Markets Heidi Snyder, Drug World Pharmacies

8 September 2024 DRUGSTORENEWS.COM

09.24 Vol. 46 No. 9

Facebook.com/DrugStoreNews linkedin.com/company/drug-store-news/ instagram.com/dsn_media

FEATURES FEATURES 26

INSIDE BEAUTY | NATURAL & CLEAN PRODUCTS Safe products for Gen Alpha customers, K-beauty and more keep ingredients stories on the front burner

34

HEALTH | VITAMINS, MINERALS, SUPPLEMENTS A fitness-minded consumer base and expanding waistlines are driving opportunities for vitamins, minerals and supplements

42

HEALTH | HOMEOPATHIC REPORT A focus on wellness, personalized treatments and clean ingredients has fueled interest in homeopathic products

CHASING HEALTH INCLUSIVITY

18 DEPARTMENTS

COLUMNS

8

EDITOR’S NOTE

16

10

INDUSTRY NEWS

GUEST COLUMN

by Moderna’s James A. Mansi

14

PRODUCTS TO WATCH

46

LAST WORD

by David Orgel

DSN (ISSN 0191-7587) is published monthly 12 times a year by EnsembleIQ, 8550 W. Bryn Mawr Ave, Suite 200, Chicago, IL 60631. Subscription rate in the United States: $150 one year; $276 two year; $17 single issue copy; Canada and Mexico: $204 one year; $390 two year; $20.40 single issue copy; Foreign: $204 one year; $390 two year; $20.40 single issue copy. Periodicals postage paid at Chicago, IL, and additional mailing offices. POSTMASTER: Please send address changes to DSN, 8550 W. Bryn Mawr Ave, Suite 200, Chicago, IL 60631. Vol. 46 No 1, January 2024. Copyright © 2024 by EnsembleIQ. All rights reserved.

6 September 2024 DRUGSTORENEWS.COM

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INDUSTRY NEWS

INSTACART, ALBERTSONS ROLL OUT PICKUP SERVICES, DELIVERY NATIONWIDE Instacart and Albertsons are expanding their partnership with pickup services and Albertsons Rapid convenience delivery nationwide.

Both offerings are set to be available at all of the retailer’s banners, including Safeway, Albertsons, Shaw’s, Acme, Jewel-Osco, Randalls and Vons.

“Expanding our partnership with Albertsons showcases our commitment to serving as the leading technology partner in the grocery industry,” said Ryan Hamburger, vice president of retail partnerships at Instacart. “By introducing Albertsons Rapid, extending Instacart pickup services to more than 2,000 locations and adding Haggen for same-day delivery, we’re ensuring that customers enjoy an even faster, more flexible and effortless shopping experience.”

Albertsons Rapid is a new feature on the Instacart app that offers orders to be delivered in as little as 30 minutes and will be available at all of the company’s banners.

10 September 2024 DRUGSTORENEWS.COM

In addition, Haggen Food & Pharmacy is also available on the Instacart app for same-day delivery, offering users an expansion of services, the companies shared.

“At Albertsons, we place the customer at the center of everything we do, and we realize that shoppers today are increasingly busy with work, family and friend commitments,” said Stephen Menaquale, senior vice president, e-commerce and fulfillment for Albertsons. “By expanding our partnership with Instacart to offer pickup services through the Instacart app, we are offering customers another channel to fulfill their shopping needs.”

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INDUSTRY NEWS

CVS HEALTH ANNOUNCES ENVIRONMENTAL HEALTH IMPACT INITIATIVE CVS Health is notifying customers with chronic health conditions to the potential impact of environmental events.

CVS, which owns health insurance giant Aetna, is launching an initiative designed to help customers who are vulnerable to extreme weather events that can worsen existing chronic conditions. The initiative is focusing first on extreme heat events to provide timely excessive heat alerts and tailored outreach to at-risk customers.

Initially available to members of Aetna, the initiative pairs environmental data analytics that provide real-time and localized forecasting of air quality, wildfires, weather and other environmental factors paired with a patient’s medical and pharmacy data.

Aetna care managers can contact vulnerable patients with personalized recommendations up to seven days in advance of an extreme weather event. Interventions include directing patients to resources including Oak Street Health clinics available as cooling centers, health services provided by the company’s MinuteClinic locations and medication management at CVS Pharmacy.

Care managers use several resources when making clinical recommendations to at-risk patients, including CDC clinical guidance documents. CVS said that during the first two weeks of the initiative care managers have connected with hundreds of at-risk patients across more than 20 states.

In fall 2024, CVS plans to expand the program to customers susceptible to reduced lung function, asthma and cardiac problems resulting from exposure to high levels of air pollution. The retailer also plans to expand the program to its MinuteClinic and CVS Pharmacy locations.

This story originally appeared in Chain Store Age, DSN’s sister publication.

12 September 2024 DRUGSTORENEWS.COM

WALGREENS BOOTS ALLIANCE SELLS CENCORA SHARES FOR $1.1B Walgreens Boots Alliance has sold all of its remaining shares of Cencora common stock for $818 million, which is subject to a concurrent share repurchase by Cencora for $250 million.

As a result, the company’s ownership of Cencora’s common stock has decreased from 12% to approximately 10%.

Proceeds to Walgreens Boots Alliance will be used primarily for debt paydown and general corporate purposes, as the company continues to build out a more capital-efficient health services strategy rooted in its retail pharmacy footprint.

The sale has no impact on the long-term partnership between the two companies. Walgreens Boots Alliance remains fully committed to the strategic, mutually beneficial relationship with Cencora, both organizations noted in a statement. dsn

PRODUCT TO WATCH

New and Noteworthy HRG’s five notable products from August

1

5

3

4

2 Product introductions fell for the second straight month in July, continuing a volatile trend of ups and downs.

In July, suppliers introduced 116 new products, which is 47 fewer items than the 163 they introduced in July. Waukesha, Wis.-based HRG reviewed 27 products in the health category, 48 items in the wellness sector and 41 in the beauty aisle to see which ones stood out as Products to Watch.

Here are the top five:

1. Oxy Hydrating Anti-Blemish Body Wash Mentholatum’s Oxy Hydrating Anti-Blemish Body Wash contains 2% salicylic acid acne treatment along with hyaluronic acid, aloe, chamomile and vitamin E to cleanse the skin and prevent stubborn acne above and below the skin. The brand claims the shower gel is pH-balanced, formulated with non-irritating ingredients and does not contain parabens, soap, alcohol, dyes, mineral oil or sulfates.

It comes in a 9-oz. bottle.

3. Nature’s Way Alive! Zero Sugar Women’s Multivitamin

Nature’s Way Alive! Zero Sugar Women’s Multivitamin gummy

by Schwabe North America includes 12 vitamins and minerals and utilizes plant-based sweeteners, including stevia extract and monk fruit extract, instead of sugar alcohols.

The company said the gummy offers a variety of support for energy metabolism, hair, skin, nails, heart and muscle function. One bottle contains 50 gummies.

4. Vicks NyQuil Diabetes Cold & Flu Liquid Procter & Gamble said its Vicks NyQuil Diabetes Cold & Flu Liquid offers the same multi-symptom relief as traditional NyQuil but is free from sugar and alcohol, which the reduces the chance of raising glucose levels in customers managing diabetes. The nighttime liquid is formulated to offer relief from headache, fever, sore throat, minor aches and pains, sneezing, runny nose and cough. It comes in a 12-oz. bottle.

2. Emetrol Nausea Powder Lemon 48 g

5. Children’s Dimetapp Cough

Wellspring said its non-drowsy Emetrol Nausea Powder provides rapid relief and treats the source of nausea by dissolving quickly and relaxing the muscles. The convenient, to-go powder packets are formulated to provide hydration for nausea related to upset stomach, including overindulgence in food and drink, the brand added. One box comes with six packets.

Children’s Dimetapp Cough & Allergy Chewable Tablet from Foundation Consumer Healthcare offers a new, more portable form, the brand stated. The company claims the tablet will calm and relieve cough, itchy throat, sneezing, and runny nose for children 6 years and older. It comes in a 24-ct. pack. dsn

14 September 2024 DRUGSTORENEWS.COM

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GUEST COLUMN

Improving COVID-19 vaccination uptake Healthcare providers must take action to prevent the next surge

By James A. Mansi

James A. Mansi is vice president of medical affairs, North America, at Moderna

Vaccines greatly impacted the trajectory of the pandemic, but it’s clear that the perceived value of vaccination we saw during that time has rapidly declined.

process and recommendations should help to simplify the manufacturing and

COVID-19 is still the leading respiratory infectious disease responsible for hospitalizations and deaths as of June 2024, despite no longer being the public health emergency it once was.

Looking back at fall 2023 vaccination rates, only 22% of eligible adults and 14% of children were vaccinated despite the fact that at its peak in the 2023/2024 season, there were up to 2,500 deaths and 30,000 people hospitalized due to COVID-19 each week.

This jarring figure begs the question: what is hindering higher vaccination rates? In the face of low levels of public acceptance of vaccination, we must take examine key barriers to uptake.

Engage providers and integrate vaccine delivery According to the U.S. Centers for Disease Control , there are key differences in where and by whom patients receive COVID-19 vaccines and influenza vaccines. For example, pharmacies have administered nearly every adult dose (92.7%) of the updated COVID-19 vaccine, whereas administration of last year’s flu vaccine is more evenly split between pharmacies (59.5%) and medical offices (40.5%). This large margin underscores the need to engage more healthcare providers beyond the pharmacy to take a more active role in COVID-9 vaccine administration.

Align approval timelines As of March 2024, uptake of the 2023/2024 influenza vaccine far outpaced that of the updated COVID-19 vaccine for adults and yet, COVID-19 hospitalizations were significantly higher than influenza. Last year, COVID-19 vaccines were not available until approximately nearly two months after influenza vaccines. However, this year, regulatory and public health agencies have proposed steps that would help make both vaccines available at the same time. These changes in the approval

Mobilize community partners While vaccine uptake has decreased, this decline is most pronounced among minority communities and high-risk populations. For example, 10% fewer Hispanic Americans received the updated COVID-19 vaccine than non-Hispanic White Americans as of April 2024. To reach these important populations, we need to engage and mobilize trusted messengers from civic groups and other community-based organizations who can help increase awareness.

16 September 2024 DRUGSTORENEWS.COM

distribution of vaccines.

Simplify the message Achieving broad vaccine uptake depends on clear and compelling narratives about how vaccines protect individuals.

Healthcare providers should recommend COVID-19 vaccination to their patients and reinforce the importance of getting the most recent vaccine. This approach is known to be time efficient and empirically proven to raise acceptance by patients. Patients will have questions, so it is important for healthcare providers to listen and respond to patient questions.

Improving health outcomes for all The heavy disease burden COVID-19 continues to bring each year warrants a sense of urgency that has seemingly receded for the majority of Americans. All of these interventions have the potential to overcome this complacency and avert the surge in hospitalizations and deaths we witnessed last fall and winter. But we shouldn’t wait until the next surge.

COVID-19 is here to stay—but its impact depends on how we respond. dsn

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COVER STORY

CHASING HEALTH INCLUSIVITY Industry tackles pharmacy-access inequities with a variety of strategies

By Mark Hamstra

T

he COVID-19 pandemic shone a spotlight on the concept of health equity, as the disparities of the disease’s impact among

different demographic and ethnic groups was on full display.

18 September 2024 DRUGSTORENEWS.COM

This has led to an increased focus on the differences in access to healthcare among various communities and highlighted the practices of companies throughout the healthcare ecosystem, including retail pharmacies.

Often these companies are taking a holistic approach to enhancing equitable access to healthcare, both in the sense that they tackle the issue from several different angles, and also in the sense that they leverage the various resources that their entire enterprises can provide.

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COVER STORY

A Holistic Approach at CVS Joneigh Khaldun, vice president and chief health equity officer, CVS Health, said making meaningful improvements in health equity requires an integrated, company-wide effort on the part of CVS. “Our health equity approach requires the holistic and constant refinement of our organization’s internal processes,” she told Drug Store News. “We bring intentionality about applying a health equity lens to every aspect of our policies, protocols, data, quality and routine decision making.”

The company develops and implements specific action plans that seek to address disparities among the company’s patient populations, Khaldun said.

Among the company’s pharmacy initiatives are Project Health, a program that provides free biometric screenings, with no insurance required. These screenings—measuring conditions such as body mass index, blood pressure, glucose levels and cholesterol—can help identify chronic conditions before they become life-threatening illnesses, the company said. They can also include professional consultations, smoking cessation counseling and diabetes resources..

The company’s holistic approach to health equity is also reflected in efforts such as its Health Zones initiative, through which the company invests in local, high-risk communities to reduce health disparities and advance health equity. The Health Zones effort focuses on some of the key social determinants of health, including housing, education, labor, transportation and access to food and health care.

Khaldun said CVS’ Aetna insurance division is particularly focused on overcoming barriers to care in mental and heart

20 September 2024 DRUGSTORENEWS.COM

health. For example, the company’s Aetna Medicare and Medicaid teams developed an initiative that pairs its members with community-based health workers, aka CHWs. “These CHWs help our members understand their covered benefits, book transportation to appointments, access social services, fill out necessary paperwork and navigate the healthcare system so they ultimately receive the care they need,” Khaldun said.

The company’s Aetna Medicare team also works to identify which of its members face digital health literacy challenges and what specific challenges they face, which has led the company to launch solutions to help address those gaps.

“Through our work with CHWs, we’re learning from those who understand communities best,” said Khaldun. “This allows us to build trust and create locally tailored solutions that make an impact.” Because the needs vary from community to community, national initiatives are most effective when they include a local element and perspective, she said.

Data and analytics will continue to be integral to the future of health care, Khaldun said, noting that the company leverages these tools to advance equity and inclusivity.

“This includes being inclusive in how we define and develop solutions to our patients’ health needs by actively listening, leveraging both quantitative and qualitative data and incorporating patient and customer feedback into the design of our programs,” she said.

MA R R IOT T MARQU IS CHIC AGO

Join us for the sixth annual Top Women Awards as we celebrate the exceptional women who are shaping and changing this industry.

The DSN Top Women in Health, Wellness & Beauty program applauds and recognizes women for their exceptional contributions to both their companies and communities.

Save the date and celebrate these extraordinary health, wellness, and beauty industry.

COVER STORY

McKesson Targets Pharmacy Deserts Access to pharmacies is one of the most visible aspects of inequities in healthcare. Nearly a quarter of all neighborhoods in the United States can be classified as pharmacy deserts, according to research from The University of Southern California, in partnership with the National Community Pharmacists Association. Many of these underserved areas tend to have high Black and Latino populations, the research found. The research defines a pharmacy shortage area as one where the distance to a pharmacy is greater than 10 miles in a rural area, two miles in a suburban area, one mile for urban areas and a half mile in low-income neighborhoods where vehicle ownership is low.

The problem is exacerbated by the closure of independent pharmacies under pressure from the drug-pricing practices of pharmacy benefit managers, according to the NCPA. One example of an effort to tackle this problem is McKesson’s Project Oasis, which seeks to improve access to care and advance health equity for at-risk populations in underserved communities. This initiative has manifested in the form of Altev Community Pharmacy in the Cincinnati neighborhood of Avondale.

McKesson said it evaluated pharmacy deserts in communities around the country before selecting Avondale as its pilot location. The company helped Emmanuel Ayanjoke, a pharmacist focused on building strong ties with the local community, open the store.

Avondale is the largest neighborhood in Cincinnati, yet it lacked a retail pharmacy, said Rousseau O’Neal, VP, inside sales, Masters Drug Co., McKesson, in a video describing the project.

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I really see this as ground zero to do a lot more in our communities across Cincinnati.”

– Emmanuel Ayanjoke, owner, Altev Community Pharmacy

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COVER STORY

“We wanted to not only put together a plan to bring a pharmacy, but to allow somebody who could touch the community, who understood the community, who we could invest in, and we found one,” he said.

Ayanjoke said local residents have been very supportive of the new pharmacy in their neighborhood.

“The reaction from the community has been, ‘Wow we actually have a pharmacy,’” he said. “And not just any pharmacy—a Black-owned pharmacy that they feel they can open up to and talk about their health challenges to you.”

The store is helping fulfill a lifelong dream to serve the community, Ayanjoke said, adding that he hopes it is a springboard for additional initiatives around the city.

“I really see this as ground zero to do a lot more in our communities across Cincinnati,” he said.

Technology also plays a role in McKesson’s multifaceted approach to health equity, as reflected in its stated purpose of “Advancing Health Outcomes for All.” In the company’s 2024 Impact Report, McKesson explains how its Prescription Technology Solutions, or RxTS, suite of services seek to enhance patient outcomes by helping overcome barriers, such as financial constraints and complex insurance requirements.

“McKesson is an impact-driven organization,” Nimesh Jhaveri, executive VP and chief impact officer, McKesson, told Drug Store News. “Guided by our purpose of ‘advancing health outcomes for all,’ we are committed to making better health possible, notably in improving healthcare access and equity.”

The company’s health equity efforts are focused on improving access, affordability and adherence to prescription medication, advancing health equity in oncology, and in removing barriers to quality care in its communities, he said.

Haleon Tackles Bias and Prejudice Rachel Marler, chief customer officer, U.S., and head of Americas Commercial Excellence, Haleon, said health equity encompasses a range of initiatives at the consumer products company.

“At Haleon we have an enterprise-level focus and commitment to tackling the barriers that stand in the way of people’s better everyday health,” Marler said, citing efforts to empower selfcare and investing in initiatives that seek to increase health literacy and accessibility and counter bias and prejudice.

Overcoming health inequity requires a multipronged approach, Marler said. Among Haleon’s recent initiatives was a collaboration with Microsoft to expand the functionality of

24 September 2024 DRUGSTORENEWS.COM

Through our work with community-based health workers, we’re learning from those who understand communities best.”

– Joneigh Khaldun, vice president and chief health equity officer, CVS Health

CVS TACKLES INEQUITY THROUGH HOUSING INVESTMENTS

CVS’ housing investments seek to provide lowincome people with affordable places to live combined with health services.

Among these investments, CVS this year said it invested $19.2 million to build 85 new units of affordable housing in Arvada, Colo., in a development called Marshall Street Landing. The development will provide permanent supportive housing for families and individuals experiencing homelessness, the company said. CVS will partner with local service providers to offer mental health and substance abuse counseling and other services to help the residents avoid returning to homelessness, the company said.

Similarly, CVS also recently pledged nearly $35 million to develop affordable housing in Hawaii, including a development in Lahaina, which suffered a devastating wildfire in 2023.

During the past five years, CVS’ housing investments have helped create nearly 2,500 permanent supportive housing units for veterans, LGBTQ+ individuals , those experiencing homelessness, single-parent households, victims of domestic violence, youth aging out of foster care, those with physical, intellectual, and/ or developmental disabilities, those in need of mental health or substance abuse support, Second Chance participants, victims of human trafficking and other groups.

its Seeing AI application, which is a free app that scans the information on product labels and reads it out loud for more than 1,500 Haleon products.

“This is helping to make our brands more accessible for people who can’t read our packaging,” Marler said.

Last year Haleon also launched the Advil Pain Equity Project, which is a long-term commitment to champion equitable and accessible pain relief, created by Advil and launched in partnership with Morehouse School of Medicine and BLKHLTH. The project’s first campaign, called “Believe My Pain,” focused on illuminating the issue of pain inequity in Black communities.

The brand provides resources for both patients and providers to help them understand the racial biases that can have a negative impact on the healthcare of Black Americans.

Marler said Haleon focuses on breaking down three of the biggest barriers to health equity:

• Health literacy, which the company is tackling by leveraging its brands and its people to educate and empower healthy living and healthy behaviors; • Healthcare accessibility, which Haleon seeks to address by improving access to its products and services to support everyday health and meet the needs of underserved people, and • Bias and prejudice, which the company seeks to overcome by working to drive more inclusive policies and practices and challenge outdated norms.

Health equity is a complex goal that has several variables and stakeholders, Marler said.

“For it to have a meaningful impact, it needs to be intentional and address the challenges marginalized individuals and communities face,” she said. “A single organization cannot solve this issue on its own. At Haleon, we are doing our part and collaborating with like-minded stakeholders across the industry—including business, policy, academia, healthcare, non-government organizations, community and media for coordinated strategic action and measurable outcomes.” dsn

DRUGSTORENEWS.COM September 2024 25

I NS I D E

Cleaning Up Safe products for Gen Alpha customers, K-beauty and the fusion of wellness and personal care keep ingredients stories on the front burner

C

lean beauty stood out to Muffy Clince, senior director of merchandising, emerging brands and initiatives at Ulta Beauty, at the recent Cosmoprof North America exhibition in Las Vegas.

“At Ulta Beauty, we’re constantly on the lookout for the next big thing and brands or products on the rise as we evolve our assortment to stay ahead of the curve,” Clince said, adding she saw many new formulations with clean ingredients.

She also noticed other advancements that are clean-beauty adjacent, including sustainable packaging and refillable components. Consumers who seek clean products also want less packaging waste.

Consumers have spoken and clean ingredients are important.

In fact, clean has become table stakes for many. More than 65% of consumers seek clean ingredients, according to Circana.

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While shoppers seek clean, the industry remains unregulated, leaving consumers to do their own homework.

“Consumers, in general, continue to become more informed about ingredients,” said Deborah Dixon, owner of Precious Mineralz LLC ”There are consumer segments that consider these features a top priority and will purchase products with these claims. There are also shoppers who will consider these features as an additional benefit to other features they consider the most important.”

Dixon defines clean beauty as a product formulated without any harmful ingredients. Some of those often grouped on the “bad list” include phthalates, parabens, talc and artificial dyes and colors. Clean beauty also can include claims such as vegan, cruelty-free and ethically sourced and formulated products, she added.

I NS I D E

Precious Mineralz does not use any products with animalderived ingredients and does not formulate with any ingredients considered harmful. “Our unique raw material, Halloysite, the nanotubular clay, is a natural raw material,” Dixon said “Our Rich Body Polish contains all-natural ingredients (sea salt, shea butter, walnut shell powder, halloysite, jojoba oil, vitamin E and elderberry extract). We also formulate with other natural ingredients such as aloe vera and essential oils.”

What is Clinical Beauty?

With consumers well-versed at researching ingredients, many industry watchers think clinical beauty is moving to the front burner.

Three decades ago, natural and organic personal care emerged as the buzzwords in the market. Clean beauty came next, often grouped together with conscious beauty. The definition of clean is murky, and the industry is not regulated, leaving marketers open to making claims or “clean wash.”

That has opened the door for clinical care, which some experts think is the next step in the evolution. Clinical beauty is generally considered products backed by science, rigorous testing and other factors.

Multinational brands realize the importance of clinical brands, as witnessed by Unilever’s purchase of K18 Biominetic Hairscience last December. K18’s founder, Suveen Sahib, portended the clinical trend: “The industry is moving into science-backed beauty. People want more than just the list of ingredients.”

Dixon said her company focuses on substantiating its claims.

“We have significant research data to support that the loaded Halloysite nanotubes penetrate deep into the skin and then the key ingredient is delivered in a time-released fashion. We are a small company, but we have both clinical studies and consumer perception surveys directed at gathering information on our products.”

“K-beauty is making a comeback with new cleansing routines and formulas.”

— Jaclyn Diamond, omni buyer at Macy’s Inc

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Drugstores are well-positioned for the clinical movement, with derm-supported brands, such as CeraVe, La RochePosay, RoC, Avene and Cetaphil, stocked in the mix. The latter recently announced that L’Oreal has taken a 10% stake in its parent company, Galderma Group AG, with a plan to jointly develop new products to address signs of aging skin.

The challenge will be for mass retailers to get ahead of the curve, especially with emerging technologies. One such development is exosome technology, which was on display at Cosmoprof from Dr. Robin L. Smith, a pioneer in regenerative medicine now directing her expertise to skincare. Her brand, Exoceuticals, features a form of exosome fine-tuned to optimize and activate the skin’s natural ability to heal, regenerate and tackle changes as skin ages.

Other developments include the use of food as ingredients, artificial intelligence to curate formulas and personalized products based on individual needs.

Making it Safe for Gen Alpha The focus on ingredients is especially acute for younger consumers who are skin care-obsessed but need brands formulated for their sensitive skin. Gen Alpha (those born between 2010 and 2024) are brand-aware and have earned the name Sephora Kids for their obsession with prestige brands like Drunk Elephant. Their spending power, according to the BBC, is expected to reach more than $5 trillion by 2029.

I NS I D E

With the growth of younger shoppers, there’s also growing concern over harsh chemicals, opening the door for new brands that have been crafted for tender skin. “It has been interesting to see how quickly Gen Alpha products have launched,” said Anna Mayo, vice president, beauty vertical, for NielsenIQ. The array of brands spotlighted at Cosmoprof for the younger set sported bold, preppy colors, she said.

Your Skin Stuff is a prime example, according to Ellen Kavanagh Jones, the brand’s founder. The brand just rolled out a Gentle Daily Cleanser that is mild enough to use on all skin types with ingredients such as niacinamide, green tea extract, centella asiatica and aloe vera. “This cleanser, along with the brand’s complete range, has been conceived to provide preteens with an easy and enjoyable way to get into a daily habit of washing and gently cleaning your face,” Jones said.

Former Estee Lauder executive Sabrina Yavil spotted a gap in the market for clean products suited for young men. She had first-hand experience thanks to seeing her three sons’ grooming habits. She created her own brand with packaging that isn’t “pink” and a combination of face and body wash. It was important that Gryme was a clean brand, she said, with the goal of avoiding ingredients like harsh surfactants, silicones and preservatives.

Clean, plant power is behind Vita Eyes, a brand offering tweens a safe way to experiment with makeup. The formulas have been proven in third-party dermatological tests not to clog pores or cause acne.

Another brand is Talomi, which offers a collection of balms that can be safely used on the eyes, lips and cheeks. The balms are made from non-comedogenic plant-based ingredients.

Osman Mithavayani, co-founder and VP of Okay Pure Naturals, noted that his company’s Baby Line is crafted with all-natural ingredients ensuring parents know it’s safe for their children.

The Return of K-Beauty Beauty from Korea has long been associated with clean ingredients. After a hiatus from the spotlight, K-beauty trends are again in the headlines.

“K-beauty is making a comeback with new cleansing routines and formulas,” said Jaclyn Diamond, omni buyer at Macy’s Inc. K-beauty clean beauty is stretching beyond skin care into categories like sun and hair and new forms, she noted.

Mixik Skin, for example, taps growing interest, especially by Gen Z consumers, in mist delivery systems. Founded by Sunny

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Oh, Christine Moon and Lena Park, Mixik Skin was created to address what the trio saw as a lack of convenient, sanitary and high-quality skincare options that are inclusive and accessible.

The brand has four items: a cleansing oil, a jelly toner, a botanical serum and a hydra cream.

Ingredient Stories are Key to Sexual Wellness Ulta Beauty and CVS are among the retailers putting efforts behind female wellness departments. Clean and natural ingredients are paramount in the formulas.

Sarah Jane Ho, the star of Mind Your Manners on Netflix, harnesses the power of herbal remedies and Chinese medicine in her intimate care line, Antevorta.

Deeannah Seymour used her pharmaceutical experience and biology training to bring a natural remedy to feminine odor needs. An antibiotic regimen that disrupted her vaginal flora sparked the idea for her to use boric acid (a natural compound found in seawater) suppositories as an alternative to harsh chemicals. Today, her brand, pH-D Feminine Health, is in more than 50,000 stores.

I NS I D E

Hair Care Mimics Skin Care’s Clean Ingredient Clean beauty has entered the hair care realm. Clean products for textured hair caught the eye of Lisa Green, VP, DMM beauty and salon at JCPenney, while at Cosmoprof. “It is all about textured hair with safe and clean ingredients that serve a wider segment of the coily community.”

Luseta Beauty’s clean formulations attracted both CVS and Walmart, which added the brand over the past year. The company’s newest innovation is a Rosemary Mint Complex featuring rosemary, mint and biotin.

Retailers reported interest in the Australian brand Skelp!, which takes its name from scalp and health. “We are the power of skin care meeting scalp care,” said Tracy Schembri, global head of sales for Frostbland, the marketer and distributor of the brand.

Social media spurs sales of clean ingredients.

Batana Oil is trending on TikTok and is featured in a just-launched line by Sky Organics.

Sourced from Honduras, the 100% raw and unrefined oil contains fatty acids, antioxidants and vitamins that deeply nourish and hydrate the scalp and hair, promoting overall resilience for stronger, healthier-looking hair.

Nadine Ramos hopes the world will go bananas for her clean line. She noticed her sons’ love of bananas and wondered if the health benefits of the fruit could translate to hair and scalp. Her research found that banana oil extracted from the peel is rich in antioxidants and vitamins. This resulted in the launch of Blessed Bananas, a hair repair brand crafted through natural ingredients.

Seaberry is the natural ingredient behind the repairing hair care brand Obliphica Professional. Dalal Moussa loved the brand so much that she bought it in 2013 when she saw how it improved her damaged hair.

The brand is now expanding beyond its salon distribution. dsn

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“Consumers, in general, continue to become more informed about ingredients.

There are consumer segments that consider these features a top priority and will purchase products with these claims.”

— Deborah Dixon, owner of Precious Mineralz LLC

Top Ingredient Trends by Increased Search Volume •

Benzene

•

Rosemary Oil

•

Ketoconazole

•

Castor Oil

•

Amla

•

Coconut Oil

•

Mint

•

Vanilla (scent)

•

Finasteride

•

Ayurvedic Oil Source: Google Search data

HEALTH: VITAMINS, MINERALS AND SUPPLEMENTS

Poised for Growth A fitness-minded consumer base and expanding waistlines are driving opportunities for vitamins, minerals and supplements

By Kathie Canning

W

hen it comes to supporting optimal athletic performance or fighting the battle of the bulge, consumers increasingly are turning to vitamins, minerals and other supplements for a little help. That reality is expected to translate into robust growth for the sports nutrition and weight management product markets in the half-decade or so to come.

The global sports nutrition market was valued at $45.24 billion in 2023, according to a 2024 report from San Franciscobased Grand View Research, and is expected to expand at a compound annual growth rate of 7.5% between 2024 and 2030. The global weight loss supplement market, meanwhile, was valued at $29.96 billion in 2023, said another 2024 report from Grand View Research. That market is projected to grow at a CAGR of 13.7% between 2024 and 2030.

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Not Just for Bodybuilders On the sports nutrition front, companies are catering to an increasingly diverse consumer base.

“The category archetype has changed, and there’s no longer one type of consumer reaching for sports nutrition products,” said Marissa Pines, senior marketing director for the Gatorade portfolio of Purchase, N.Y.-based PepsiCo, which owns the Muscle Milk brand.

Laura Chamberlain, chief customer officer for Green Bay, Wis.-headquartered Nature’s Way, agreed.

“Sports nutrition, a category that used to be reserved for male bodybuilding, has also evolved by highlighting products to support mainstream fitness goals across genders and age,” Chamberlain said. “In part, this has been driven by impactful social media fitness influencers.”

HEALTH: VITAMINS, MINERALS AND SUPPLEMENTS

Plant Protein MUSCLE MILK

Despite the diversity of consumers, protein remains a major focus. “Active adults of all shapes and sizes are looking to incorporate more protein into their diets and lives,” Pines noted.

Moreover, demand for plant protein is rising, she said, as more athletes and “everyday consumers” look for solutions that fit their flexitarian or plant-based diets. The new Muscle Milk plant protein shakes are on-trend here. Available in chocolate and caramel vanilla flavors, the shakes offer 25 g to 30 g of plant protein per container.

“This high-quality drinkable protein provides essential nutrients for muscle recovery, including all nine essential amino acids found in most animal-based protein,” Pines noted, “and is backed by the expertise of the Gatorade Sports Science Institute.”

Sports nutrition consumers also are embracing products that support muscle preservation, offer nutrients to promote hair and skin health and hydrate the body, added Rania Abou-Samra, global head of product technology and development and head of R&D, U.S. for Nestlé Health Science, Bridgewater, N.J. Speaking of hydration, Nuun Hydration, a Nestlé Health Science brand, recently introduced Nuun Sport Hydration electrolyte powder drink mix. Featuring five essential electrolytes, the mix contains 90% less sugar than other electrolyte drink mixes, the brand said.

Seeking Satiety—and More Meanwhile, 73.6% of U.S. adults aged 20 and older are overweight, including 41.9% who are obese, according to the Centers for Disease Control and Prevention. What’s more, obesity rates have more than doubled in U.S. adults and children since the 1970s, the Washington,-based Food Research and Action Center reports. It should come as no surprise that many consumers are looking for a little help to shed some pounds.

Consumers specifically are seeking products that help control the appetite, offer blood sugar support and promote a healthy metabolism, Chamberlain noted.

“These needs are often met with fiber and protein supplements, along with ingredients that offer metabolic and blood sugar support like berberine and chromium to help manage cravings,” she said.

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Berberine MASON VITAMINS

HEALTH: VITAMINS, MINERALS AND SUPPLEMENTS

THE GLP-1 FACTOR

I

nitially used to treat type 2 diabetes, glucagon-like peptide-1 (GLP-1) agonists, such as Ozempic, have become popular drugs for weight loss. But these prescription options are not necessarily a growth threat to other weight management solutions. In fact, they could open new opportunities within the supplement space.

“It’s important to note that with the new anti-obesity medications comes a new set of consumer needs,” said Jonathan Clinthorne, Ph.D., senior director, nutrition for Atkins Nutritionals, part of Denver-based Simply Good Foods USA Inc. “These medications significantly reduce caloric intake, so supplemental vitamins and minerals, as well as protein-fortified foods and beverages, become increasingly important for this consumer.”

Opportunity also can be found in a common GLP-1 side effect, constipation, and sagging energy levels resulting from caloric reduction, he suggested. Products with fiber, for example, support regularity, while products with B vitamins can help optimize energy levels.

Recognizing the popularity of GLP1 medications, Nestlé Health Science, Bridgewater, N.J., introduced a web platform, “to empower individuals on their weight management journey,” noted Rania Abou-Samra, global head of product technology and development and head of R&D, U.S. In addition to targeted product selection addressing nutritional needs associated with GLP-1 therapy, the resource includes expert nutritional insights tied to GLP-1 therapy, personalized guidance via Registered Dietitian Connect and a supportive community platform.

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THE VITAMIN

EXPERTS

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NaturesTruth.com | 1-844-544-1030 *Compared to Magnesium Oxide. **Equivalent from 525 mg of 4:1 extract. ©2024 Nature’s Truth LLC BioPerine is a registered trademark of Sabinsa Corporation.

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HEALTH: VITAMINS, MINERALS AND SUPPLEMENTS

Speaking of berberine, Chuck Tacl, senior advisor of customer and trade relations for Miami Lakes, Fla.-based Mason Vitamins, explained that a 2022 review of 18 studies examined the effect of berberine on body weight, while another review of 23 studies looked at its effect on body mass index.

“They did see a reduction in BMI and overall weight loss,” Talc pointed out. “Its effect on weight [was seen] primarily in people who took berberine in doses of more than 1 gram per day and for more than eight weeks.”

Mason Vitamins is entering the berberine space, Tacl noted, targeting September 2024 for the launch. The product combines berberine with Ceylon cinnamon and BioPerine to support weight management, glucose metabolism and cardiovascular health.

Magnesium and B complex vitamins also are of high interest to consumers with an eye on weight management, Tacl added.

Within this realm, Nature’s Way recently released Alive! zero sugar gummy multivitamins in a version for women and

a version for men. Formulated with B-vitamins, they help convert food into fuel, Chamberlain said, and help support energy metabolism, muscle function and more.

Consumers also are turning to protein to promote satiety, explained Jonathan Clinthorne, Ph.D., senior director, nutrition for Atkins Nutritionals, part of Denver-based Simply Good Foods USA Inc. “Along with an increased demand for protein comes a more educated consumer,” he noted. “Concepts like complete proteins and high-quality proteins are starting to enter consumer awareness. It also seems that consumers are seeking protein in many different formats, with protein chips and protein shakes seeing tremendous growth.”

Atkins recently launched Atkins Strong high-protein shakes with 1 g of sugar and 7 g of prebiotic fiber. The shakes feature 30 g of protein, come in vanilla and chocolate flavors and contain 21-plus essential vitamins and minerals.

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Roadblock Ahead?

Despite the high interest and abundance of innovations within the sports nutrition and weight management product space, a growth threat looms. A law that went into effect in October 2013 in New York prohibits retailers from selling dietary supplements to consumers under 18 years old if the products or their ingredients are represented, via labeling or marketing, for weight loss or muscle building. Tacl, who is also the retail relations chair for the Council for Responsible Nutrition, noted that several other states are considering similar legislation.

“CRN is legally fighting that restriction in New York,” he noted. “They feel that it would inhibit the opportunity for people to use those supplements. …

Some retailers just pulled all of the products from their shelves in New York because they don’t have the systems to handle that.” dsn

“Concepts like complete proteins and high-quality proteins are starting to enter consumer awareness.”

— Jonathan Clinthorne, Ph.D., senior director, nutrition, Atkins Nutritionals

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HEALTH: HOMEOPATHIC REPORT

Body, Heal Thyself A focus on wellness, personalized treatments and clean ingredients has fueled interest in homeopathic products

By Nicole Stempak

HOW HOMEOPATHIC PRODUCTS ARE MADE Homeopathic preparations are made through repeated dilution. Homeopathic products start with plants, minerals or animal products.

These substances are first crushed and dissolved in a liquid, usually grain, alcohol or lactose. Homeopaths then dilute the preparation with more alcohol or lactose, either 1 part to 10 (written as “x”) or 1 part to 100 (written as “c”).

Dilution is repeated until the final product is chemically indistinguishable from the dilutant. Homeopathic products are available in a wide range of forms, including tablets, gels, creams, liquid drops, tinctures and sugar pellets.

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H

ealth and wellness have taken on new meaning—and a renewed importance—in the past few years.

Think back to 2020, when doctors and scientists were racing to understand the novel coronavirus: how it was transmitted, how to care for those who were ill and how to protect against it. The general public was given a crash course on social distancing, contact tracing and microparticles.

Public health guidance was frequently changing, and you’d thought you hit the jackpot if you could get your hands on N95 respirator masks or Lysol wipes.

For several months, COVID-19 testing and treatment was limited while much of the nation was under lockdown. People were scared, and they started looking at what other products were on the shelves to keep them safe. Some people started turning to home remedies and other nonpharmacological interventions, in part because of the changing public health guidance, supply chain issues and even political ideology.

The worst is behind us, but the global pandemic brought about lasting changes.

“COVID, and the way our public health officials responded to COVID, gave consumers a push toward the natural space,” said Nate Jones, CEO and founder of Xlear.

HEALTH: HOMEOPATHIC REPORT

Camilia Tummy Boiron

Enter homeopathic medicine.

Developed by German physician Samuel Hahnemann in 1796, homeopathy is based on two main principles. First, the belief that a substance that causes symptoms in a healthy person can be used in diluted form to treat symptoms and illnesses, also known as “like cures like.” Second, the more diluted the substance, the more potent and effective it is, also known as the “law of infinitesimals.”

“The pandemic has heightened awareness around health and wellness, leading to increased demand for health-related products, especially homeopathic medicines,” said MaryEllen Tefft, vice president of sales FDM for Boiron USA. “Traditionally, homeopathy was primarily embraced by those inclined toward alternative medicine, with purchase decisions often driven by word-of-mouth, personal experiences or recommendations from homeopaths, naturopaths, and other holistic or integrative medicine practitioners,” Tefft continued.

“Today, a broader demographic, including those who previously relied solely on conventional medicine, is exploring homeopathy.”

Consumers are turning to homeopathy to help relieve a variety of acute health conditions. Homeopathy also is used to help with pain relief as well as getting a restful night’s sleep. Parents

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are also turning to homeopathic remedies to help their young children who are struggling with teething, colic and gas.

“Homeopathic medicines…are tailored to the individual’s specific symptoms and overall health condition, offering a more personalized approach to treatment,” Tefft said. “They are also perceived as holistic, which is aligned with consumers’ growing preference for more natural health solutions.”

The recent movement away from synthetic, harmful or hardto-pronounce ingredients toward more natural ingredients aligns with homeopathy’s roots. As a result, the homeopathic space has seen significant growth. And that trend is expected to continue.

In a 2023 report, market research firm Precedence Research predicted the global homeopathic products markets will grow from $11 billion USD in 2022 to $34.32 billion USD in 2032.

Europe accounted for 65% of revenue share in 2022, though the North American market is poised for growth.

Tefft said the growth of the homeopathic market can be attributed to several factors, including a growing number of consumers who are accepting, embracing or seeking out alternatives to traditional offerings.

“Consumers today are increasingly averse to products containing harmful chemicals, artificial additives and substances perceived as unhealthy,” Tefft said. “Furthermore, there is a

Oscillococcinum Boiron

HOMEOPATHY REGULATIONS The U.S. Food and Drug Administration has not approved any products labeled as homeopathic.

“Products labeled as homeopathic and currently marketed in the U.S. have not been reviewed by the FDA for safety and effectiveness to diagnose, treat, cure, prevent or mitigate any diseases or conditions,” according to the FDA’s website. “Products that have not been evaluated for safety and effectiveness may harm consumers who choose to treat serious diseases or conditions with such products, and consumers may be foregoing treatment with a medical product that has been scientifically proven to be safe and effective.”

The agency issued a final guidance on homeopathic drug products on Dec. 6, 2022, that outlines its approach to prioritizing regulation, which is available at https://www.fda.gov/media/163755/download. As needed, the FDA will issue alerts, warnings and recalls if it has concerns about specific products, such as potential health risks or contamination. The FDA recommends consumers talk to their doctor or health care professional about safe and effective treatments for their disease or condition.

Homeopathic products are regulated under the Federal Food, Drug and Cosmetic Act of 1938 . For decades, these products were typically prepared by homeopathic physicians for individual patients. Nowadays, they are frequently mass manufactured and widely marketed as over the counter products.

The FD&C Act recognizes the Homeopathic Pharmacopeia of the United States as the official reference for the identification and quality standards of homeopathic starting materials and tinctures. The HPUS also describes manufacturing methods and standards for compliance with homeopathic products. The initials “HPUS” on the label of a drug product indicate the active ingredients are found in the official reference and assures the product conforms to those legal standards of strength, quality, purity and packaging.

Arnicare Boiron

noticeable shift away from generic, one-size-fits-all medicines toward personalized and customized options like homeopathy, which cater more precisely to individual needs and preferences.”

Jones agrees. He also thinks that consumer confidence in conventional medicine has suffered as a result of the pandemic.

“I think there is a huge distrust of pharmaceuticals and health care, and it’s causing consumers to not blindly trust their physician,” Jones said. “They’re turning toward Dr. Google.

They’re trying to understand their health and their symptoms before they go and see a physician because of everything that’s happened in the last five years.”

And, perhaps in a twist of irony, increased awareness and education of homeopathy are also resulting in more combinations of treatments. Thanks to the low risk of contraindications and side effects, homeopathic medicines can be used in conjunction with conventional pharmaceuticals, helping to fuel its popularity.

“As these products gain more prominence on shelves, there’s an opportunity to raise public awareness and understanding of homeopathy’s principles and benefits,” Tefft said. “This integration could empower consumers to make informed choices, particularly as drugstores expand their focus on wellness and holistic health care alongside conventional treatments. With the increasing demand for more natural and personalized health solutions, drugstores can become vital centers for homeopathic medicines, fostering a more integrated approach to health care that meets diverse consumer preferences and needs.” dsn

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LAST WORD

Younger Shoppers Take Charge Retailers and brands need to connect with young shoppers—and there’s growing evidence they are starting to do so

By David Orgel

It doesn’t seem that long ago—at least to a long-time retail observer—that millennials were the most-talked-about generation.

But now younger generations are in the spotlight and their shopping preferences and demands are increasingly impacting retail. Gen Z, born between 1997 and 2012, is front and center. Gen Alpha, born between the early 2010s to 2025 is coming up quickly behind.

Retailers and brands need to connect with these shoppers, and there’s increased evidence they are doing so. We’ve all had a lot more time to observe Gen Z than Gen Alpha, so most of the insights are about Gen Z. Attitudes Influence Behaviors It’s important to understand how the attitudes of younger shoppers influence their buying behaviors.

Consider the topic of sustainability. A recent consumer survey by Blue Yonder found that almost half of respondents reported their interest in shopping sustainably has greatly or slightly increased in the last year. Gen Z and millennials were the most focused on the importance of sustainability (about 85% of each group), ahead of older generations.

Another survey shows Gen Z attitudes about spending. Research from Mintel shows nearly half (47%) of Gen Z shoppers say they are actively trying to shop less at Amazon. In addition, 60% of Gen Z shoppers say Amazon is too powerful.

Social Media Drives Shopping Younger consumers are heavy users of social media, and some of these platforms

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David Orgel is an award-winning business journalist, industry expert and speaker. He is currently the principal of David Orgel Consulting.

are playing an important role in shopping.

The TikTok Shop, an e-commerce site launched by TikTok about a year ago, is most heavily used by Gen Z, according to a survey by e-commerce marketing company Omnisend. Thirty-six percent of Gen Z shop there at least once a month.

Meanwhile, Gen Z stands out in its use of promotions. This “pluggedin” generation is the least likely to use traditional promotion media, such as newspapers and circulars, according to the 2024 Shopper Outlook from Advantage Solutions. Social media and product websites connect most with Gen Z. Younger Shoppers Aren’t One-Size-Fits-All It’s one thing to understand trends related to younger shoppers. It’s another to figure out when these trends will and won’t apply.

Consider that despite Gen Z’s focus on the latest digital platforms, the relatively old-school platform of email is the top choice for how these consumers want to hear about offers from brands. This insight is based on a survey of U.S. and U.K. Gen

Z consumers from SheerID, an identity verification technology solutions provider.

Meanwhile, despite a common belief that Gen Z is all about online shopping, its preference for in-store shopping tops that of other generations, according to a study in the clothing and accessories segments by consulting and market research firm 2 Visions.

What All This Means Retailers and brands have opportunities to act on these insights. They need to develop content that is on target for the digital platforms favored by these consumers. They also need to gear products for their quickly changing needs.

Many brands are already driving innovation in flavor profile, packaging and product formats based around the needs of Gen Z, according to the State of the CPG Beverage Alcohol Industry report from Circana.

Retailers and brands need to understand the overall trends and customize solutions.

There is no single playbook that will work in all cases. dsn