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THE 2026 NACDS PREVIEW ISSUE

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R E T A I L E R S 1

NACDS Booth #647

A NOTE TO OUR READERS

Welcome to the first of our special two-part coverage of the 2026 NACDS Total Store Expo THIS EDITION IS DESIGNED TO HELP RETAILERS AND SUPPLIERS PREPARE FOR BOSTON BY HIGHLIGHTING CATEGORY TRENDS, EMERGING INNOVATION, AND COMPANIES YOU’LL FIND AT THE SHOW. THROUGHOUT THIS ISSUE, YOU’LL ALSO FIND A SELECTION OF BRAND PROFILES—EDITORIAL INTRODUCTIONS TO PRODUCTS AND COMPANIES WE BELIEVE ARE WORTHY OF RETAILERS’ ATTENTION. DISCOVERING NEW AND INNOVATIVE BRANDS AND COMPANIES HAS ALWAYS BEEN AT THE HEART OF WHAT WE DO. AS ANYONE WHO HAS ATTENDED TSE KNOWS, MANY OF THE MOST MEANINGFUL DISCOVERIES HAPPEN ONCE THE EXHIBIT HALL OPENS. THAT’S WHY OUR COVERAGE DOESN’T END HERE. FOLLOWING THE SHOW, WE’LL PUBLISH OUR TSE ENCORE EDITION, FEATURING ADDITIONAL PRODUCT DISCOVERIES, INSIGHTS FROM INDUSTRY LEADERS, PHOTOS FROM THE SHOW FLOOR, AND HIGHLIGHTS FROM THE BRANDS AND INNOVATIONS THAT CAPTURED OUR ATTENTION IN BOSTON. OUR GOAL IS SIMPLE: TO EXTEND THE VALUE OF TSE BEFORE, DURING, AND AFTER THE EVENT WHILE HELPING RETAILERS DISCOVER THE BRANDS, PRODUCTS, AND INNOVATIONS SHAPING OUR INDUSTRY. WE HOPE YOU’LL JOIN US FOR BOTH EDITIONS.

EXTEND YOUR TRADE SHOW ROI AND REACH KEY DECISION-MAKERS—RESERVE YOUR AD SPACE IN THE TSE ENCORE EDITION TODAY.

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B R A N D

D I S C O V E R Y

A Modern Platform of Discovery DIGITAL • CURATED SAMPLING • PODCAST T H E U LT I M AT E N E W P R O D U C T G U I D E F O R M AS S R E TA I L E R S

FROM THE EDITOR

NACDS Total Store Expo 2026 EVERY AUGUST, OUR INDUSTRY COMES TOGETHER AT THE NACDS TOTAL STORE EXPO. AFTER NEARLY FOUR DECADES IN THIS BUSINESS, I STILL LOOK FORWARD TO WALKING THE SHOW FLOOR.

There will be thousands of products on display in Boston. Some will be line extensions. Others will represent years of research, development, packaging, manufacturing, and investment before ever making it to a retailer. Think about that for a minute. A product that catches your eye at TSE may have been two or three years in the making before anyone on the show floor ever sees it. Today, discovery happens in more places than ever before, including Retail Brand Discovery. A consumer might first see a product on TikTok or Instagram. Buyers are paying attention to social media, LinkedIn, industry colleagues, brokers, trade events like ECRM, NACDS and Expo West come to mind and media platforms That’s a good thing. The more opportunities innovative brands have to be discovered, the better. But while the ways we discover products have changed, the responsibility of deciding what belongs on the shelf hasn’t. That’s why I believe the Total Store Expo still matters as much as ever. There is simply no substitute for standing across the table from the people behind a brand. Asking

Our goal is much simpler, to contribute another meaningful source of discovery for an industry that’s always looking for what’s next. questions. Hearing the story. Understanding the category. Just as importantly, it’s where trust begins. Every new item a buyer brings into a retail organization carries risk. Every new supplier represents (requires) a commitment of shelf space, resources, and confidence. The best retail partnerships have never been simple transactions, they’re collaborations built on trust, performance, and shared outcomes. Today’s buyers face challenges that buyers just five years ago could never have imagined, making thoughtful discovery only the beginning of the journey to the shelf. I was reminded of that recently during a conversation with Dan Mack of the Mack Elevation

Forum. We talked about leadership, change, and culture, and one theme kept resurfacing: yes, our industry continues to evolve, but relationships remain one of its greatest strengths. That’s also how I think about Retail Brand Discovery. We’re not trying to replace trade shows, social media, brokers, or any of the many ways brands connect with retailers. Our goal is much simpler, to contribute another meaningful source of discovery for an industry that’s always looking for what’s next. As you’re preparing for Boston, I hope you’ll also read our feature, The Next Chapter, where we look at the many leadership transitions and strategic changes taking place across our industry. It’s another reminder that while companies evolve and people move into new roles, innovation, and the relationships that bring it to life, continue to move our industry forward. I’ll see you in Boston. Chris Stanton Editor & Publisher chris@themosaicgroup.org

T H E U LT I M AT E N E W P R O D U C T G U I D E F O R M AS S R E TA I L E R S

WHAT’S INSIDE AUGUST/SEPTEMBER 2026

12 Merchant Reality Check Overcoming the Four Structural Bottlenecks in Retail Discovery.

22 An Industry in Motion The retail industry never stands still.

20 The Protein Powerhouse A New Center of Consumer Health.

28 Sexual Wellness Continues to Expand Sexual wellness has evolved well beyond a limited assortment of family planning products.

30 Women’s Health Reshapes Consumer Healthcare Women’s health is no longer confined to a single category. Across OTC, vitamins and supplements, it has become one of the industry’s strongest drivers of innovation, with brands introducing increasingly targeted solutions for every stage of a woman’s health journey.

26 A Conversation with Michele Calhoun FOUNDER & PRESIDENT, NORTH POINT ADVISORY

THE EVOLUTION OF THE CONSUMER HEALTH JOURNEY: HOW AI, RETAIL, AND HUMAN BEHAVIOR ARE RESHAPING HEALTHCARE.

CIRCANA: SIGNALS FROM THE SHELF 09 HEALTH & BEAUTY / 17 VITAMINS, DIET, & NUTRITION / 23 OVER THE COUNTER

Kimberly-Clark is a proud sponsor of the Retail Brand Discovery podcast. Kimberly-Clark is a global leader in personal care and health care. We thank you for your partnership Retail Brand Discovery is a publication of The Mosaic Group. Chris Stanton, Founder / Torquil Dewar, Creative Director / Shelley Lai, Art Director 6

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H E A LT H & B E A U T Y : C I R C A N A

Signals from the Shelf SALES BASED ON 52 WEEKS ENDING JUNE 14, 2026 VS. SAME PERIOD THE PRIOR YEAR

TOP 3 FASTEST-GROWING SEGMENTS

FADE/ BLEACH (+26%)

FACE SERUMS (+12%)

DEPILATORIES (+10%)

RISING DEMAND FOR DARK SPOT

CATEGORY GROWTH IS FUELED BY

CATEGORY GROWTH IS DRIVEN BY

REDUCTION, RADIANCE, AND

RISING CONSUMER DEMAND FOR

DEMAND FOR CONVENIENT, COST-

HYPERPIGMENTATION SOLUTIONS

TARGETED HYDRATION, ANTI-AGING,

EFFECTIVE AT-HOME HAIR REMOVAL

IS DRIVING STRONG CATEGORY

AND SPOT-CORRECTION ROUTINES. KEY

DELIVERING SALON-LIKE RESULTS.

GROWTH. THIS MOMENTUM

DRIVERS INCLUDE DERMATOLOGIST-

MOMENTUM SPANS CREAMS, WAXES,

IS FURTHER PROPELLED BY

RECOMMENDED BRANDS, INGREDIENT-

AND INHIBITORS, WITH INNOVATION

INNOVATIVE SERUM FORMATS,

FOCUSED INNOVATIONS—LIKE RETINOL

PRIORITIZING SENSITIVE SKIN, FACIAL

DERMATOLOGIST-INSPIRED

AND NIACINAMIDE—AND ACCESSIBLE,

AND BODY-SPECIFIC TREATMENTS,

ROUTINES, AND PREMIUM

VALUE-ORIENTED OPTIONS ALONGSIDE

AND GROWING SELF-CARE TRENDS.

PRODUCTS DELIVERING VISIBLE

PREMIUM TREATMENTS.

RESULTS.

US MARKET SIZE ($ SALES, BILLIONS)

10.1 % GROWTH/ DECLINE VS. PRIOR YEAR

TOP THREE SEGMENTS (BASED ON $ SALES, BILLIONS)

$2.9

$2.0

$1.9

FACIAL CLEANSERS

FACIAL MOISTURIZERS

FACIAL ANTI-AGING

T H E U LT I M AT E N E W P R O D U C T G U I D E F O R M AS S R E TA I L E R S

H E A LT H & B E A U T Y

Copper Fit Compression Socks are part of the brand’s broad collection of performance apparel and recovery products. The brand has established a strong presence in the compression category, with products available in multiple styles and compression levels for everyday wear, travel, work, and active lifestyles. copperfitusa.com, dustin@ideavillage.com

While Cetaphil Daily Facial Cleanser has been a longtime favorite among consumers, it also earns recognition as an RBD Favorite. Developed for normal to oily, sensitive skin, the cleanser removes dirt, excess oil, and makeup without over-drying. With broad distribution across mass retail, Cetaphil remains a trusted choice in everyday facial care. cetaphil.com 10

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H E A LT H & B E A U T Y

Dr. Kellyann Multi Collagen Peptides is part of the brand’s growing portfolio of collagen and functional nutrition products. The unflavored powder features multiple collagen types and is designed for easy incorporation into everyday routines. The product expands the brand’s presence in the collagen category across food, drug, mass, and e-commerce channels. drkellyann.com Pdennehy@windmillvitamins.com

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EDITORIAL

The Merchant Reality Check: OVERCOMING THE FOUR STRUCTURAL BOTTLENECKS IN RETAIL DISCOVERY WAYNE BENNETT, SVP RETAIL, ECRM

For retail merchant leaders, driving growth is no longer just about trend forecasting; it is an operational optimization challenge. Modern brand discovery is frequently bottlenecked by legacy workflows that drain productivity and stall innovation. To maintain a competitive edge, leadership must address four critical structural vulnerabilities within their buying teams. First, inbound pipeline inefficiency. The digital front door is broken. The average buying desk juggles over 100 unstructured, blind brand pitches weekly. Without a standardized submission management framework, up to 90% of highly viable innovations are buried in inbox noise. Achieving operational clarity requires migrating from reactive inboxes to centralized, structured ingestion funnels. Second, the innovation cycle-time gap. While agile, digital-native brands launch and scale in weeks, traditional retail vetting cycles still average 6 to 9 months from initial contact to shelf placement. This misalignment means retailers frequently miss the peak of fast-moving micro-trends. Minimizing this time-to-evaluate window is essential to capturing true incrementality before consumer demand shifts. Third, multi-dimensional supplier complexity. Evaluating modern brands requires sophisticated data literacy, moving far beyond traditional cost and margin spread12

sheets. Today’s merchant leaders must assess social commerce reach, digital community metrics, and supply chain agility. Managing this complex, dynamic layer of data requires institutional analytics, not manual tracking. Fourth, institutional knowledge depletion. With annual retail buyer turnover hovering around 20%, desk rotations pose a severe operational risk. Without centralized data repositories, critical supplier context, historical sample evaluations, and vetting data disappear when a buyer exits. This lack of continuity forces incoming teams to constantly reinvent the wheel. Addressing these friction points requires a shift from tactical firefighting to strategic operational modernization, ensuring buying teams spend less time managing administrative drag and more time scaling high-margin innovation.

R E TA I L B R A N D D I S COV E RY / VO LU M E 2 / AU G U ST/ S E PT E M B E R 2026

T H E U LT I M AT E N E W P R O D U C T G U I D E F O R M AS S R E TA I L E R S

EDITORIAL

An Industry in Motion THE RETAIL INDUSTRY NEVER STANDS STILL. BY CHRIS STANTON

While consumers experience change one shopping trip at a time, those of us who work in the business often see something bigger unfolding. Every few years, there seems to be a moment when leadership changes, strategic shifts, acquisitions, retirements, and new opportunities all converge. It feels as though our industry is entering one of those moments again. Over the past year, we’ve seen a remarkable number of changes across our industry. Consider just a few. Kroger’s announced acquisition of Giant Eagle, following the unsuccessful Kroger-Albertsons merger, suggests retailers will continue to rethink how they grow and compete. At the same time, Target and Ulta Beauty have effectively gone their separate ways, with Target now focused on building its own beauty destination. Meanwhile, Hy-Vee continues its organic expansion by entering new markets. Together, these developments remind us that retail strategies are constantly evolving. Whether through acquisitions, partnerships, or organic growth, the industry continues to adapt to changing consumers, changing competition, and changing opportunities. Nowhere is that evolution more visible than in the people who have shaped our industry. Over the years, I’ve had the privilege of watching many of these leaders build remarkable careers, and one thing has become clear: while companies change, exceptional leadership leaves a lasting impact. Steve Anderson’s retirement from NACDS marks the conclusion of more than two decades of steady 14

leadership for one of the industry’s most influential organizations. Following Jim Whitman’s retirement in 2024, Steve Perlowski has taken on many of Jim’s longtime responsibilities. I’ve known Steve for many years, and like so many across our industry, I’ve seen firsthand the trust he has earned from retailers and suppliers. As NACDS enters its next chapter with a new CEO on the radar, NACDS is well served by Steve’s thoughtful leadership. At H-E-B, Lael Wilder’s retirement represents another remarkable career that helped shape one of America’s most respected retailers. CVS Health enters a new merchandising chapter following Musab Balbale’s departure, with Zach Dennett assuming merchandising leadership responsibilities. Across the globe, Annie Walker is now CEO of Walmart Chile, while Lauren Brindley as Chief Merchandising Officer continues shaping Ulta Beauty after leadership roles at Boots UK and Walgreens.

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EDITORIAL

Our goal is much simpler, to contribute another meaningful source of discovery for an industry that’s always looking for what’s next. I’ve always believed this industry is defined as much by its people as by its brands, and the supplier community is experiencing its own evolution. Herb Smith recently retired after an accomplished career but remains an active and familiar presence throughout the industry. Bayer also recently celebrated the retirement of longtime industry leader Mary Beth Goodman. Joe Mueller concluded a distinguished career with Kellanova before beginning a new chapter as Chief Retailer Partnership Officer at

Acosta. Natalie Gerchenstein now leads Haleon, Michael Gibbons was appointed Vice President of Sales at Boiron, and Abigail Buckwalter is now CEO of Ocean Spray after leading Nestlé Health Science. Kurt Laufer has begun an important new chapter, leading the customer organization integration of Kenvue into Kimberly-Clark, one of the most significant combinations in the consumer products industry. Denny Belcastro is also embarking on a new chapter after many years of leadership, mentoring and significant industry contributions. Both reflect a broader truth: careers in our industry rarely stand still, and experienced leaders continue to influence retail in new and meaningful ways. Others, including Tim Groskopf and Tony Giovanini, are beginning new professional chapters, reminding us that careers in retail are rarely linear. They continue to evolve, just as the industry itself does. But not every important story is announced in a press release. Some of our industry’s most meaningful contributions come from the leaders who quietly show up every day. They build teams. They mentor the next generation. They strengthen retailer and supplier relationships. They solve problems, earn trust, and make the people around them better. Their impact is felt across our industry every single day. Perhaps that’s the real story. Retail has always been an industry built on people. New leaders bring fresh ideas. Experienced leaders share wisdom earned over decades. Companies evolve. Strategies change. Relationships endure. As I walk the aisles at the NACDS Total Store Expo, I’m sure to be reminded that while products, companies, and strategies evolve, the relationships we’ve built over decades remain one of this industry’s greatest strengths. We’ll celebrate innovation, reconnect with colleagues, welcome new faces, congratulate friends and thank those whose leadership continues to make this industry stronger. Because while titles change, organizations evolve, and careers take new directions, one thing remains constant: Our industry moves forward because of its people.

T H E U LT I M AT E N E W P R O D U C T G U I D E F O R M AS S R E TA I L E R S

V I TA M I N , D I E T, & N U T R I T I O N : C I RC A N A

Signals from the Shelf SALES BASED ON 52 WEEKS ENDING JUNE 14, 2026 VS. SAME PERIOD THE PRIOR YEAR

TOP 3 FASTEST-GROWING SEGMENTS

ANTACID/ ANALGESIC COMBOS (+4%)

LAXATIVES (+3%)

ANTI DIARRHEAL (+2%)

CATEGORY GROWTH IS SUPPORTED

CONSUMER DEMAND FOR TRUSTED

CATEGORY GROWTH IS DRIVEN

BY RISING INTEREST IN GUT WELLNESS

DIGESTIVE HEALTH REMEDIES

BY DEMAND FOR MULTI-SYMPTOM

AND DAILY REGULARITY. GENTLE,

CONTINUES TO FUEL CATEGORY

REMEDIES COMBINING DIGESTIVE

PREVENTATIVE FIBER FORMATS—LIKE

GROWTH. CONVENIENCE-FOCUSED

AND PAIN RELIEF. STRONG

POWDERS, GUMMIES, AND PREBIOTICS—

FORMATS AND VALUE-ORIENTED

PREFERENCE FOR FAST-ACTING

ARE DRIVING TRACTION ALONGSIDE

ALTERNATIVES ARE RESONATING WITH

EFFERVESCENT FORMATS,

TRADITIONAL STOOL SOFTENERS

SHOPPERS, WHILE INNOVATION IN

ALONGSIDE PANTRY-LOADING

AND LAXATIVES FOR PERSONALIZED

DIGESTIVE SUPPORT SOLUTIONS IS

AND BULK-PACK PURCHASES,

DIGESTIVE CARE.

HELPING ATTRACT NEW USERS AND

CONTINUES TO BOOST SALES FROM

EXPAND CATEGORY RELEVANCE.

US MARKET SIZE ($ SALES, BILLIONS)

6.1 % GROWTH/ DECLINE VS. PRIOR YEAR

-1%

SHOPPERS SEEKING CONVENIENT, VERSATILE SOLUTIONS.

TOP THREE SEGMENTS (BASED ON $ SALES, BILLIONS)

$2.7

$2.5

$447M

ANTACIDS

LAXATIVES

STOMACH REMEDIES

T H E U LT I M AT E N E W P R O D U C T G U I D E F O R M AS S R E TA I L E R S

V I TA M I N , D I E T, & N U T R I T I O N

MaryRuth’s Liquid Morning Multivitamin remains one of the brand’s signature products and reflects the continued popularity of liquid nutritional supplements. Available in an easy-to-take liquid format for adults and families, the multivitamin is part of MaryRuth’s expanding portfolio of wellness products distributed through retail and e-commerce channels. maryruthorganics.com. sheiser@maryruths.com

Nature Wins has introduced Hydrate Complete, a hydration drink mix featuring a blend of vitamins, minerals, amino acids, and electrolytes. Available in a variety of flavors, the product expands the brand’s portfolio within the growing hydration category and offers retailers another option for consumers seeking convenient hydration products. jim@naturewins.com. naturewins.com 18

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V I TA M I N , D I E T, & N U T R I T I O N

Replenza has introduced updated packaging for its GLP1 Support supplement, giving the brand a fresh new look while maintaining its focus on the growing metabolic health category. The redesigned packaging is intended to enhance shelf presence and help consumers more easily identify the product as interest in GLP-1-related wellness solutions continues to grow. replenza.com

vitafusion continues expanding its digestive wellness portfolio with Fiber Well Gummies, delivering 7.5 grams of fiber per serving in a convenient gummy designed to support digestive health and regularity. America’s No. 1 gummy vitamin brand offers consumers an enjoyable alternative to traditional fiber supplements while helping retailers meet growing demand for digestive wellness solutions. vitafusion.com, Beth Potere bpotere@pipingrock.com

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EDITORIAL

The Protein Powerhouse: A NEW CENTER OF CONSUMER HEALTH SANTIAGO ARBOLEDA, VP OF WELLNESS, CIRCANA

For decades, protein was just another brick in the food pyramid, a nutrient primarily associated with athletes and fitness enthusiasts. Today, that perception has fundamentally shifted. Protein has become one of the most powerful forces shaping consumer health behavior, influencing everything from grocery purchases and meal planning to weight management strategies and healthy aging routines. As a result, traditional boundaries between food, beverage, and supplement categories are rapidly disappearing. The numbers tell the story. Protein is a $13.3 billion market in the U.S., according to Circana, growing by 7% in 2025 – which is more than twice the rate of total edible products. Behaviorally, 41% of U.S. adults are actively trying to increase their protein intake, and 92% of households now purchase protein products, underscoring how deeply protein has become embedded in daily routines. Several factors are fueling protein demand, including satiety, metabolic health, weight management, and muscle growth and preservation. As a result, protein is expanding well beyond the supplemental status of traditional powders and shakes. High-protein claims are driving growth across a variety of foods and beverages, with protein beverages growing as much as 30%, far outpacing non-protein alternatives. From coffee to pasta, consumers increasingly expect everyday products to deliver functional health benefits that were once associated with supplements. This consumption behavior is particularly pronounced 20

among Millennials and Gen Z, who are embracing readyto-drink beverages, snacks, and other convenient formats. But adoption is broad-based, making protein one of the most universal health trends in today’s marketplace. For consumer healthcare brands, the implications are clear. Consumers who purchase vitamins, supplements, and weight management products also over-index in highprotein foods and beverages, creating the potential for behavioral substitution over time. Traditional supplement companies can no longer view protein as an adjacent category; increasingly, it is becoming a competing solution. To remain relevant, brands should position protein supplements as companions to protein-rich diets and deliver them in convenient, everyday formats that meet consumers where they are, whether at home, at work, or on the go. Connecting protein offerings to specific needs such as weight management, muscle preservation, and healthy aging can help strengthen their role within consumers’ broader health journeys. Protein is no longer simply a macronutrient. It has become a platform for wellness, a driver of purchase behavior, and a catalyst for category convergence. As food, beverage, and supplement categories continue to converge, the companies that succeed will be those that recognize protein’s new role, not as an ingredient, but as a daily health behavior. For both CPG and consumer healthcare leaders, adapting to that reality may determine who captures the next phase of growth in the wellness economy.

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For over 30 years, ANB Canada has been a trusted full-service partner and Canadian ally in the OverThe-Counter (OTC), Sports Nutrition, HABA, and RX industries. We provide comprehensive support in warehousing, distribution, sales, Health Canada compliance, marketing, advertising, and industry trade show representation, helping our partners succeed in the Canadian market. With coast-to-coast distribution across Canada, we serve a wide range of channels, including Drug Stores, Grocery & Convenience Stores, Health Food Stores, Food Service, Mass Market, E-commerce, and more. We see your potential. And, help you realize it. • Go To Market Strategies

• Drug Establishment License

Financial Services

• Promotion Planning and Execution

• Site License

• Vendor Payables

• Market Insights and Competitive Intelligence

• Medical Device License

• Invoice and Collections

• Trade Show Representation

• Segregated storage for specialized products

• Store Sales and Detailing

• Recall Management

• Receivables and Payables • IFRS Compliant

Our Brands Categories:

• Baby, Bath • Cough and Cold • Digestive • Ear, Nose, Throat • Eye Care • Family Planning • First Aid • Foot Care • Grocery • Hair Care • Health & Beauty • Household • Lip care • Oral Care • Pain Relief • Pet Care • Seasonal • Skin Care • Sleep Aid • Sports Nutrition • Vitamins and Supplements • Womens Health.

905-953-9777 customerservice@anbcanada.com www.anbcanada.com T H E U LT I M AT E N E W P R O D U C T G U I D E F O R M AS S R E TA I L E R S 2-53 Mobis Drive | Markham | Ontario | Canada | L6C 0Y3

OVER THE COUNTER : CIRCANA

Signals from the Shelf SALES BASED ON 52 WEEKS ENDING JUNE 14, 2026 VS. SAME PERIOD THE PRIOR YEAR

TOP 3 FASTEST-GROWING SEGMENTS

BABY NEEDS - OILS, LOTIONS, CREAMS, POWDERS, SHAMPOO (+2%)

BABY WIPES (+1%)

BY TRADE-DOWN BEHAVIOR AND

BABY CARE GROWTH IS BEING FUELED

DIAPERING. GROWTH IS DRIVEN BY

SHIFTING SPENDING PRIORITIES

BY DEMAND FOR TREATMENT-ORIENTED

INCREASED HYGIENE AWARENESS,

WITHIN A PRESSURED CONSUMER

SKINCARE AND PROTECTIVE PRODUCTS.

ESPECIALLY POST-PANDEMIC,

ENVIRONMENT. BOOSTER SEATS

BABY OINTMENTS AND CREAMS,

AND BROADER USE CASES SUCH

BABY BOOSTER SEATS (+15%) STRONG GROWTH OVER THE PAST YEAR IS LARGELY BEING DRIVEN

GROWING DUE TO ITS HIGHFREQUENCY, EVERYDAY USE AND EXPANDING ROLE BEYOND

ARE BENEFITING AS A DIRECT

PETROLEUM JELLY, AND BABY SHAMPOO

AS CLEANING HANDS, FACES,

TRADE-DOWN AND REPLACEMENT

ARE LEADING THE CATEGORY AS

AND SURFACES. ADDITIONALLY,

CHOICE FROM HIGH CHAIRS OR

PARENTS PRIORITIZE SKIN PROTECTION,

DEMAND IS SUPPORTED BY

CAR SEATS.

IRRITATION PREVENTION, AND GENTLE

CONVENIENCE AND PORTABILITY,

CLEANSING. THE TREND REFLECTS A

ALONG WITH INNOVATION IN

BROADER SHIFT TOWARD PREMIUM

GENTLE, HYPOALLERGENIC, AND

PRODUCTS THAT DELIVER MEANINGFUL

CLEAN-LABEL FORMULATIONS

HEALTH AND EFFICACY BENEFITS

THAT APPEAL TO PARENTS SEEKING

BEYOND BASIC CARE.

SAFE, MULTI-PURPOSE SOLUTIONS.

US MARKET SIZE ($ SALES, BILLIONS)

1.5 % GROWTH/ DECLINE VS. PRIOR YEAR

TOP THREE SEGMENTS (BASED ON $ SALES, MILLIONS)

$954M $519M MULTIVITAMINS

MINERAL SUPPLEMENTS T H E U LT I M AT E N E W P R O D U C T G U I D E F O R M AS S R E TA I L E R S

$15M 1 & 2 LETTER VITAMINS 23

OVER THE COUNTER

Dude Wipes has expanded well beyond its original flushable wipes with a growing portfolio of personal care products for men. Best known for helping redefine the men’s hygiene category, the brand now includes wipes, body care, deodorants, and grooming essentials, with broad distribution across food, drug, mass, and club retailers. dudewipes.com

Karo Healthcare continues expanding its U.S. OTC portfolio with Lamisil Jock Itch & Athlete’s Foot Spray. The new spray complements the trusted Lamisil line of antifungal products and broadens the brand’s presence in the foot care category. The addition provides retailers with another treatment option in a convenient spray format. lamisil.com jasonh@emergechc.com 24

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OVER THE COUNTER

Neo-Synephrine Cold & Allergy is part of the brand’s longstanding portfolio of OTC congestion relief products. Available in multiple formulations, the line offers consumers options for addressing nasal congestion associated with colds and allergies. Neo-Synephrine continues to be a recognized brand throughout the cough, cold, and allergy category. neosynephrine.com

OCuSOFT offers a comprehensive portfolio of eye care products, including Lid Scrub for daily eyelid hygiene and Retaine preservative-free artificial tears for dry eye relief. Together, the products reflect the brand’s continued focus on everyday eye health and its growing presence within the OTC eye care category. ocusoft.com

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T H E U LT I M AT E N E W P R O D U C T G U I D E F O R M AS S R E TA I L E R S

Q&A

A Conversation with Michele Calhoun FOUNDER & PRESIDENT, NORTH POINT ADVISORY

THE EVOLUTION OF THE CONSUMER HEALTH JOURNEY: HOW AI, RETAIL, AND HUMAN BEHAVIOR ARE RESHAPING HEALTHCARE

THE CONSUMER HEALTH JOURNEY HAS CHANGED DRAMATICALLY OVER THE LAST DECADE. WHAT’S FUNDAMENTALLY DIFFERENT TODAY?

The biggest shift is that healthcare has become much more consumer driven. It’s following the same path we saw in retail years ago. People expect convenience, personalization, transparency, and digital-first experiences. They don’t want to navigate healthcare differently than they navigate the rest of their lives. Health is now part of everyday decision-making. Consumers make choices every day about nutrition, sleep, exercise, and preventive care. As a result, retailers and brands need to rethink not just how they communicate with consumers, but where those conversations happen and what motivates decisions along the way. HOW HAS THIS CHANGED THE WAY BRANDS SHOULD THINK ABOUT THEIR CONSUMERS?

The path to a health decision is no longer linear. Consumers move easily between physicians, pharmacists, retailers, digital health platforms, AI assistants, caregivers, influencers, and online communities. Trust now comes from many different places. Because of that, brands and retailers need to think about how they are communicating with consumers across the entire experience. Every 26

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Q&A

interaction either builds trust or weakens it. Companies that deliver a consistent experience across that journey will earn more trust. YOU’VE SPENT YOUR CAREER AT THE INTERSECTION OF DIGITAL HEALTH, MEDIA, AND TECHNOLOGY. WHAT HAS SURPRISED YOU MOST?

One thing has stayed very consistent: understanding human behavior is more valuable than just collecting more data. We’ve all invested heavily in dashboards, analytics, and reporting and have become great at explaining what consumers did yesterday. But yesterday’s data doesn’t necessarily tell you what consumers will do tomorrow. We’re entering a time where AI can help companies simulate and anticipate human behavior before launching a product, campaign, or customer experience. Instead of asking, “What happened?” We can start asking, “What’s likely to happen?” This opens huge potential. Predictive behavioral intelligence can improve everything from product innovation and merchandising to marketing, pricing, and customer experience. WHAT DOES THIS SHIFT MEAN FOR RE-

One thing has stayed very consistent: understanding human behavior is more valuable than just collecting more data.

tests during a grocery run, visit retail clinics, shop for wellness products online, and increasingly rely on retailers as trusted sources of health information. The boundaries between healthcare, wellness, beauty, nutrition, and retail continue to blur. For retailers, that’s a tremendous opportunity. Health extends far beyond the pharmacy aisle. It influences purchasing decisions across grocery, beauty, personal care, household products, and more. The retailers that understand shoppers’ motivations, life stages, and health goals will create more relevant experiences, build stronger loyalty, and become more valuable partners for brands looking to reach increasingly health-conscious consumers.

TAILERS?

Retail has become one of the most important healthcare access points in people’s lives. Consumers get vaccines at pharmacies, buy diagnostic

AI IS ACCELERATING THIS TRANSFORMATION. HOW DO YOU SEE ITS ROLE EVOLVING?

Most AI conversations focus on effi-

ciency and productivity. Those benefits are real, but I think the bigger opportunity is helping retailers and brands make better decisions by developing a deeper understanding of consumer behavior. Traditionally, companies make big decisions relying on historical data. AI gives us the opportunity to test ideas, model likely consumer reactions, identify unmet needs, and refine strategies before making significant investments. That’s valuable across merchandising, product innovation, customer experience, retail media, and marketing. Rather than replacing human judgement, AI is helping humans make smarter, more informed decisions. WHAT SHOULD RETAILERS AND BRANDS BE DOING TODAY TO PREPARE FOR THE NEXT FIVE YEARS?

First, recognize that healthcare and retail are converging much faster than many realize. Second, the opportunity is to design a fluid and consistent experience across the entire journey. Health now influences purchasing decisions across every aspect of people’s lives. Finally, invest in understanding people, not just transactions. The companies that lead will understand people better than their competitors and translate those insights into experiences consumers genuinely value to build trust at every stage of the customer journey.

T H E U LT I M AT E N E W P R O D U C T G U I D E F O R M AS S R E TA I L E R S

CATEGORY SPOTLIGHT

Category in Motion LIFESTYLES – THE ESTABLISHED LEADER

Sexual Wellness Continues to Expand SEXUAL WELLNESS HAS EVOLVED WELL BEYOND A LIMITED ASSORTMENT OF FAMILY PLANNING PRODUCTS. TODAY, THE CATEGORY EXPANDS BEYOND CONDOMS, PERSONAL LUBRICANTS, ADDING EMERGENCY CONTRACEPTION, FERTILITY SUPPORT AND INTIMATE WELLNESS SOLUTIONS, REFLECTING A BROADER CONSUMER FOCUS ON SEXUAL HEALTH AND WELL-BEING.

One of the category’s best-known brands, Lifestyles continues to provide a broad portfolio of condoms and personal lubricants while serving as a trusted destination for sexual wellness. PLUSONE (BEACON WELLNESS BRANDS) – EXPANDING THE CATEGORY

Originally recognized for its sexual wellness portfolio, Beacon Wellness Brands is expanding PLUSONE into broader women’s health categories, reflecting the continued convergence of intimacy, wellness and self-care. GOOD CLEAN LOVE – INNOVATION TO WATCH

Good Clean Love has helped redefine intimate wellness with science-backed lubricants, vaginal health products and clean-ingredient formulations designed to support women’s overall well-being.

BROOK MILLER

As consumer attitudes continue to evolve, retailers are expanding assortments while presenting the category in a more approachable, educational and solution-oriented way. Brands are responding with improved formulations, discreet packaging and products designed to meet the needs of a wider range of consumers and life stages. For retailers, sexual wellness represents more than an incremental category opportunity. It offers the potential to drive basket size, attract younger shoppers and reinforce the retailer’s role as a trusted destination for personal health. As innovation continues and consumer expectations evolve, sexual wellness is expected to remain one of the most active areas for both emerging brands and traditional category leaders 28

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EDITORIAL

Women’s Health Reshapes Consumer Healthcare WOMEN’S HEALTH IS NO LONGER CONFINED TO A SINGLE CATEGORY. ACROSS OTC, VITAMINS AND SUPPLEMENTS, IT HAS BECOME ONE OF THE INDUSTRY’S STRONGEST DRIVERS OF INNOVATION, WITH BRANDS INTRODUCING INCREASINGLY TARGETED SOLUTIONS FOR EVERY STAGE OF A WOMAN’S HEALTH JOURNEY. BROOK MILLER

New Circana data highlights just how quickly consumer preferences are evolving. Liquid Vitamins & Minerals surged 83%, reflecting growing interest in convenient, lifestyle-friendly formats. From hydration and electrolytes to collagen and prenatal nutrition, consumers are gravitating toward products that are easy to incorporate into their daily routines. Mineral Supplements also gained momentum, increasing 12% as shoppers sought more personalized health solutions. Growth extends beyond traditional vitamins. Consumers are increasingly connecting digestive health with immune support, hormonal balance and overall wellness, while seeking products designed to address specific needs rather than one-size-fits-all solutions. As a result, women’s health is evolving into a collection of targeted categories spanning urinary health, prenatal nutrition, menopause support, intimate wellness and healthy aging. That evolution is increasingly evident on retail shelves, where established and emerging brands continue to reshape the category. AZO and Culturelle from i-Health remain important players in urinary health and probiotics, 30

while Garden of Life has built a strong presence in prenatal and women’s nutritional supplements. OLLY continues to attract younger wellness consumers with lifestyle-focused products, and emerging retail brand Bonafide has helped bring menopause support into the mainstream. Meanwhile, Venture Life Group’s acquisition of FemiClear underscores the growing strategic value companies see in women’s health. The next phase of women’s health won’t be defined by a single breakthrough product. It will be driven by brands that recognize women’s health is a lifelong journey, with consumers increasingly seeking targeted solutions supported by science, convenience and trust. If recent trends are any indication, much of that innovation will come from emerging brands identifying unmet consumer needs and bringing focused solutions to market.

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