Page 67 - RetailWorld-May2021-Tobacco-Updated

the company is “working on new innovation to adapt to the new world and consumer needs”. “This may include things like rethinking packaging and communication, formulas, exploring new categories and local sourcing strategies,” she said. “We’ve recently gained the Australian Made licence on a number of our locally made products, to help communicate to our consumers our support for local businesses.” Providing insight into the Care Pharmaceuticals NPD pipeline, Ms Fra cites “one product in particular: our new Hydralyte Hot Hydration Drink”. “This is a first-to-market oral rehydration solution in Australia that’s designed to be consumed hot,” she said. “While it can be consumed all year round, it’s ideal for the cooler months when fluid intake might be lower than usual, often resulting in dehydration. “Hydralyte Hot Hydration Drink will relieve symptoms of dehydration and help replace water and electrolytes lost due to vomiting, diarrhoea, heavy sweating and occasional hangovers.” She adds that the product will be available during May in the “all-natural flavours” of Lemon Ginger and Berry Fusion. Using the new drink as an example, Ms Fra says retailers should focus on ranging and ensuring distribution of new products when thinking about increasing product visibility. “Off-location displays, display bins and counter units at seasonally relevant times such as winter are a great way for consumers to find out about new lines and products,” she said. “Positioning near companion products such as tissues and cold and flu medicines helps consumers see more of the product. Promoting through your own media, such as catalogues, social media platforms, website, etc, to help with the ongoing communication to consumers \\\\\\\[is another suggestion\\\\\\\] and the last, but more valuable, is staff recommendation to consumers.” When it comes to the future direction of the category, Ms Fra believes “e-commerce will continue to boom, and the ongoing self-care and preventative health space will grow as people become more invested in looking after their long-term health”. “The impact of this might mean a shift in the categories brands traditionally play in, as they try to diversify and regain growth,” she added. “The pharmacy channel will need to adapt to different shopping habits and less dwell time in-store.” Prevention over cure Vitamins, minerals and supplements brand Cenovis highlights the “current global trend” of “body defence” as consumers look for ways to support their and their family’s health. “We’re also seeing consumers looking for Australian brands they can trust – that don’t compromise on quality and offer straightforward solutions for the whole family,” a Cenovis spokesperson said. “What we’re seeing now is more consumers who are wanting to support their good health earlier.” While the pandemic brought stockpiling of medicinal category products such as vitamin C as people sought to boost immunity and minimise their risk of viral infection, Cenovis says lockdown measures resulted in lower “levels of common cold incidence” as people stayed home more compared with other winter seasons. “This meant the market became flatter than in previous years,” the spokesperson said. “What we’re seeing now is more consumers who are wanting to support their good health earlier, rather than waiting until they feel unwell. At this stage, we expect that trend to continue.” In response to the new normal created by the pandemic, and consumers seeking to boost immunity to prevent illness as we move into the 2021 winter season, the team at Cenovis has launched a new campaign: ‘Cenovis – be cleverhealthy’. “It’s reinvigorating our new look, which discusses immunity health all year round and Cenovis’s brand heritage with 80 years of trust in Australia,” Cenovis said. “Keep an eye out for our savvy and quirky new ads.” MEDICINALS MAY, 2021 RETAIL WORLD I