Store Brands

NOV 2016

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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1 4 0 Store Brands / November 2016 / Category Intelligence: Over-the-Counter Remedies remedies represent the largest segment in OTC pediatrics because of the high incidence of these maladies among children. Customer-relevant packaging A hot trend Swoboda is seeing involves listing items (especially allergens) that are not in the product –– "free from" claims, in other words. For example, the many individuals who have eliminated gluten from their diet seek the "gluten-free" label on anything they ingest, including OTC medications, whether or not a product would normally contain gluten. Messaging on a store brand OTC label that indicates the item is free from gluten, lactose or GMOs grabs consumers' attention and can lead to more purchases, Swoboda says. Melanie Conroy, vice president of strategic retail for Chandler, Ariz.-based Arizona Nutritional Supplements LLC, agrees and takes it one step further. She notes that placing certain earned certification logos such as IFOS (International Fish Oil Standards) and Non-GMO Project Verified prominently on the package makes it easier for consumers to find what they want. "Every product on the shelves features different claims, different ingredient combinations, different potencies –– it's a lot for shoppers to try and make sense of," Conroy says. "What we're seeing with brands, especially store brands, is a trend toward cleaner modern design and clearer messaging, focusing on the essentials of what's important to the consumer." Conroy adds that some of her clients use different colors for different store brand subcategories in the OTC aisle, so that shoppers can identify them more easily. Swoboda also gives a thumbs-up to clean, sharp, easy-to-read labels and says those are the ones that stand out from the competition and grab shoppers' attention. "If the labeling is too complex and too wordy, it can turn customers off," Swoboda says. "You don't want to make them work while they are deciding which OTC item to buy. Instead you want to help make their decision easier." Do consider alternative delivery mechanisms such as gummies and lollipops for medications. Don't overlook the potential of omnichannel merchandising; for example, making computer tablets available for customers to access additional information.

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