Pharmavite in command as natural leader

Drug Store News, Nov 19, 2001

Few categories are as closely aligned with the expanding boomer population and the drug stores that serve them as natural health. Consumers 55 and older ingest twice the amount of vitamins, minerals and supplements as younger adults--and that productive age group will grow 38 percent between now and 2010.

Overall, household penetration of vitamins, minerals and supplements has nearly doubled to 62 percent over the past decade, mirroring a national shift toward self-care that shows no signs of abating.

Drug chains are the primary destination for natural care products-- and they perform best when retailers run impactful ad and display programs that alert people to new developments, stimulate daily use and position the category as a staple rather than a discretionary purchase.

Pharmavite Corporation is leading these efforts, bringing to bear "a strong science-based orientation, the ability to recognize new business opportunities early and create new markets with exciting products," says Tom Zimmerman, vice president of customer marketing, Pharmavite.

Pharmavite is a leader in natural health, with innovative new products, sophisticated category management, extensive educational efforts for consumers and pharmacists, and industry-leading manufacturing operations, certified by the United States Pharmacopeia.

The company's leadership on multiple fronts led the trade to vote Pharmavite the winner of the 2001 Drug Store News Retail Excellence Award as a Vendor-In-Partnership in Natural Health.

Nature Made[R] is the No. 1 broadline brand. Zimmerman notes "a phenomenal new display program on Nature Made's highest velocity SKUs that has exceeded expectations. The best way for retailers to compete in today's challenging market is with creative, effective merchandising. "A national FSI in January will drive further demand for the brand, and an interactive Web site, the Nature Made Wellness Advisor[TM], "will establish one-to-one relationships with consumers, provide personalized consultation on wellness and drive sales to our customers' stores with retailer-specific coupons," Zimmerman explains.

Launches garnering attention this year include: Nature Made Triple-Flex[TM], for joint health and mobility; OPTIMIZE[TM], beverages loaded with fiber or calcium; Nature Made Joint Action[TM]", with SAMe and Glucosamine; REMIDEX[TM] Head & Chest Formula, to reduce the severity and duration of the common cold; and Nature Made Cholest-Off[TM] Cholesterol Fighter.

RELATED ARTICLE: ELEMENTS OF EXCELLENCE

Consumer understanding

Science-based orientation

Strategic partnerships that help to grow TOTAL category sales

New products pipeline

Sound financial footing and investment in brand equity marketing