New products can attract new shoppers
by Michele Feldner, category analyst, part of Monthly Retailer Category Tips
According to IRI (latest 52 weeks ending 11/5/17) Skin Care is a $5.6 billion category and is growing at a rate of 3.5%. Within the Independent Drug class of trade, the hand & body moisturizers & treatments subcategory had the highest rate of growth at 5%1.
- Additionally, the facial & body acne medications subcategory experienced a high growth rate of 4.0% in terms of profit and dollars in the independent pharmacy channel1. Differin, an Rx to OTC switch, contributed strongly to this growth. Differin expanded their line of products late last year to include a cleanser for sensitive skin and a moisturizer with sunscreen. Look to see if you have patients with a prescription for Differin and order the more profitable OTC versions from your wholesaler.
- Therapeutic skin care products are particularly important in the independent channel. Psoriasis affects as many as 7.5 million Americans with 150,000 additional new cases diagnosed each year. Psoriasin has developed a problem skin formula for patients who are looking for a steroid and paraben-free alternative and prefer a lighter coal tar formula. Use shelf signs to draw the attention of your therapeutic skin care shoppers to this new product that may provide them relief.
- Consumers are looking to facial wipes to provide multiple benefits and to supplement or replace their skin care regimen. Neutrogena addresses this need with the new Deep Clean Purifying Micellar Cleansing Towelettes. They also offer Micellar Cleansing Water to remove makeup, cleanse, and tone skin. Micellar water is a growing trend, and you can take advantage of additional sales these products can generate by stocking items using this popular ingredient.