cstara t epg o r y check
Health & Beauty What’s new in vitamins and nutrition this winter? FMCG talked to some of the key suppliers in this category. RED SEAL is celebrating 90 years since the business was first established in Auckland in 1923. Sue Millinchip, sales & marketing manager says: “Now that the rebrand is complete with new packaging, website and Facebook page, we are ready to make the next leap in terms of brand support. TV support commences on July 7 (the first time for this brand) and demonstrates how Red Seal uses the science of nature to help people live their best lives. We are extremely proud that our founding principles are as valid today as they were 90 years ago and look forward to spreading the good news even further.” Red Seal will be following up the TV support with NPD and even more support online and in print, so 2013 looks like being a golden year for the brand. In New Zealand supermarkets, Red Seal’s range includes Floradix and several new products launched in the last 12 months: Fish Oil 300s – promo pack; Magnesium 300s (Foodstuffs); Magnesium 200s (PEL); Vitamin C 500mg 200s; Vitamin C 1000mg 120s; and Superfoods Multi 50+. Millinchip comments: “Fish 300s is the #8 sku in the general fish segment*; Magnesium 300s
28
FMCG JULY 2013
THE BREAKDOWN [Top 4 segments only] Current MAT to 19 May 2013
is the #5 sku in the muscular pains & cramps Total Health Supplements: $86.664m segment*; Magnesium Value % Chg vs YA 6.6 200s is the #9 sku in the T. Vitamins: $34.617m muscular pains & cramps segment; and Red Seal Value % Chg vs YA 4.4 total magnesium shows T. Nutritional Supplements: $14.303m growth of +121.5% Value % Chg vs YA 5.4 compared to last year*. T. Nutritional Sports Bars: $9.185m “Fish as a segment Value % Chg vs YA 7.3 has been dominated by T. Fish Liver Oil: $8.334m the 1000mg and more Value % Chg vs YA 13.4 recently the 1500mg *Nielsen New Zealand ScanTrack (Databank) value packs. Aggressive promotional price points have been used by all brands and the 300s pack was meet the requirement for larger in a means of using additional value home stock levels. This has been a rather than simply price. It worked key driver of growth,” she says. very well both on and off shelf. Red Seal is planning to launch “Magnesium has been the more new products in the next few standout segment in terms of growth months, reveals Millinchip. with dollar sales for the six months What are the consumer trends in to 19/5/13 up by 133.1% (vs same this category, in her experience? period YA). It has featured in a “With the entry of higher priced number of health based programmes brands such as Bioglan and Swisse and media over the last year and we are seeing consumers willing has proven to be a very responsive to trial higher priced supplements segment, no doubt helped by the fact such as Krill within the grocery consumers can get a very immediate environment. This will be good for response when they take it. Many category growth and will make it people need to take regular and easier for Red Seal to bring these reasonably high doses of magnesium variants into their range. and Red Seal recognised this very “The rise of magnesium illustrates quickly and launched value packs to how receptive people are to a supplement which gives an immediate response and should build trust overall in supplements as an effective part of any health programme. We have seen an increase in sales of other minerals such as zinc and calcium, indicating a rising awareness of this important group of supplements.” Millinchip adds: “Red Seal has just completed the second Family Health Diary campaign, driving sales and