Page 66 - RetailWorld-May2021-Tobacco-Updated

MEDICINALS “As Australia moves into the next ‘new normal’, some of the impacts of Covid-19 on the medicinal category are likely to leave a permanent mark – notably, consumers’ preference for convenience, accessibility and science-backed products,” she said. One way in which Bayer is looking to meet the ongoing demand for health, wellness and immunity products is through its new immunity brand, Redoxon, which Ms Dolman says launched in Australia in April. “With a unique, scientific formula combining high-strength vitamin C with added vitamin D and zinc, Redoxon Immunity provides three lines of immune defence to support the body’s immune system,” she said. “With the key growth segments in nutritionals for 2020 being those related to immunity – vitamin C, zinc and vitamin D posted double-digit growth – Redoxon Immunity is entering the market at an ideal time. “Given the strong consumer appetite for immune defence products to support general health and wellbeing, this is a launch we feel has significant opportunity to expand the category and unlock incremental opportunities for our retailers.” Consumer trust is key A health trend to emerge from the pandemic has been greater numbers taking up or increasing exercise activity. Peter Smith, Director at fisiocrem, producer of a topical massage gel for the temporary relief of muscular aches and pains, says a possible reason for this is that “people had little else to do” (especially during the lockdown period) contributing to an increase in sales within the medicinals category. However, he adds that while consumers have continued to spend within the category, trust is key to attracting loyal customers. “Customers are looking for trusted brands that work for them,” Mr Smith said, adding that brand trust often means consumers are “prepared to pay a premium price” for the product. Additionally, he points out that “customers are increasingly looking to purchase brands that are recommended by healthcare professionals”. Mr Smith’s advice for increasing product visibility includes the use of merchandising solutions such as floor stands. “We have numerous merchandising H RETAIL WORLD MAY, 2021 solutions available, with our floor stand options proving the most effective at generating extra sales,” he said. Looking at future prospects for the category, Mr Smith said: “We see this category increasing as more and more people understand the need to exercise and look after themselves better.” He adds that an ageing population looking for effective pain relief products will also boost the category’s predicted continued growth. Caring for yourself, others and the planet Key trends impacting the medicinals category, according to Care Pharmaceuticals Head of Marketing ANZ Daniela Fra, include self-care, preventative health, value, sustainability, online shopping and accessibility. “People are more aware of looking after their health and getting on the front foot,” she said. “\\\\\\\[They’re looking for\\\\\\\] more value – not just price, but also wanting brands that give back and offer more value to their lives. “This might be in the form of education and information, sustainability, Australian made, or working for a bigger cause. E-commerce, online shopping options and accessibility, and shopping less frequently in fewer locations \\\\\\\[are also trends impacting the category\\\\\\\].” Interestingly, according to Ms Fra, due to the social distancing and hygiene measures implemented throughout the pandemic, “traditional cold and flu products have been impacted the most, as the cold and flu season isn’t the same as it has been previously”. “The reduction in germ transference due to increased hygiene and social distancing has been the major driver here,” she said. “Therefore, growth is being seen in other \\\\\\\[areas\\\\\\\], such as preventative healthcare for general immunity, eye care – in particular, dry eyes due to increased screen use – and even feminine hygiene \\\\\\\[products\\\\\\\].” Speaking about changes to Care Pharmaceuticals products over the past 12 months in response to demands driven by the pandemic, Ms Fra says