BY DOUG DESJARDINS
Bottled water was a novel concept when it first appeared 20 years ago, but now that the novelty has worn thin, people want more than just plain water for their money. And that’s a need Snapple has addressed with its new line of Antioxidant Water and LYTe Water.
Snapple Antioxidant Water debuted last fall with seven flavors inspired by such natural “super-fruits” as pomegranates and acai berries. And the different flavors come packaged with a variety of vitamins and ingredients that serve distinct purposes.
The Protect line has vitamins A and E, electrolytes and a complete dose of vitamin C, and comes in tropical mango and orange star fruit. The Awaken line comes with vitamin A, E and B along with caffeine and ginseng for a quick pick-me-up. And the Restore formula comes in agave melon flavor and contains vitamins A and E and a double-dose of electrolytes to restore what the body loses after vigorous exercise.
LYTeWater serves a different purpose for people in need of maximum hydration. The mineral-enhanced water comes with healthy doses of electrolytes, calcium, magnesium and zinc. LYTe Water is available in one liter bottles
BRAND
SALES*
PERCENT CHANGE
8.0% 18. 1 - 7. 4 94. 8 - 3. 6 - 7. 2 - 1. 6 -0.4 - 8. 1 18. 9 - 2. 5
CATEGORY TOTAL
PRIVATE LABEL
AQUAFINA
GLACEAU VITAMIN WATER
DASANI
POLAND SPRING
PROPEL
ARROWHEAD
DEER PARK
NESTLE PURE LIFE
CRYSTAL GEYSER
*in millions
Source: Information Resources Inc. for the 52 weeks ended May 18, 2008, for food, drug and mass, excluding Wal-Mart
$4,178.3
682.9
485.5
448.3
441.7
247.4
191.6
181.3
136. 4
123. 6
105. 4
priced as low as $1, while Antioxidant Water is priced from $1.39 to $1.59 for a 20-ounce bottle.
Snapple entered the vitamin water business knowing that consumers are trying to lead healthier lifestyles and want a quick and convenient way to make sure they’re getting the vitamins and minerals they need each day.
Certainly the numbers bear that out.
According to Beverage Digest magazine, U.S. sales of flavored and enhanced water rose almost 32 percent in 2007.
BY MICHAEL JOHNSEN
Last fall, Barmensen Labs launched Vivaxa male enhance- BRAND ment topical, a new cream that doesn’t employ a numbing agent, for the gentleman concerned about stamina.
Between Vivaxa and the company’s already-on-the-mar-ket topical Maxoderm, Barmensen Labs is the No. 4 vendor in the male sexual wellness category, behind such mainstays as Church & Dwight, Durex Consumer and Ansell Healthcare, according to Information Resources Inc.
And sales can only be expected to grow as aging boomers and generation-xers begin to experience issues of function and stamina.
Without a doubt, the aging of these more sexually liberated demographics has contributed to the growth of both personal lubricants, topical solutions and dietary supplements in support of intimacy wellness. “Obviously there is a demand there—people are coming into the store and buying this,” Paul Fitzgerald, director of retail sales for Barmensen Labs told Drug Store News, “because they’re living longer lives and want to enjoy a healthy lifestyle later in life.”
For that reason, Barmensen targets couples with its advertising—in part to deflate the stigma of marketing in this category and, in part, because it’s the woman in the relationship who’s more often than not actually buying the product for her and her partner.
According to the company, as many as 70 percent of all men will experience issues of stamina in their lives. And awareness may one
PERCENT SALES*
CHANGE
1.5%
4. 7 - 4. 3 - 15. 4 16. 4 99. 4 - 6.0 11. 5 - 29. 1 - 3. 7 - 62.0
CATEGORY TOTAL
CHURCH & DWIGHT
DUREX CONSUMER
ANSELL HEALTHCARE
BARMENSEN LABS
GLOBAL PROTECTION, INC.
MEDTECH PRODUCTS LIMITED
MAJESTIC DRUG
MAYER LABS
WISCONSIN PHARM CO.
OKAMOTO USA
*in millions
**by vendor
Source: Information Resources Inc. for the 52 weeks ended May 18, 2008, for food, drug and mass, excluding Wal-Mart
$262.1
197.7
37. 2
19. 9
2. 1
1. 8
1. 1
0.9
0.8
0.2
0.1
day increase exponentially, much like Viagra raised awareness around erectile dysfunction, if Johnson & Johnson and ALZA are able to overcome Food and Drug Administration concerns surrounding its premature ejaculation remedy Dapoxetine.
References:
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