RETAIL BRAND DISCOVERY MARCH/APRIL 2026

The Stewardship Issue

We

The Rhythm of a Season in Motion

THERE ARE MOMENTS WHEN THE INDUSTRY MOVES IN RHYTHM, WHEN IDEAS, INNOVATION, ADVOCACY, AND RELATIONSHIPS CONVERGE. MARCH THROUGH APRIL IS ONE OF THOSE MOMENTS, AND I’M GENUINELY EXCITED TO ATTEND THESE EVENTS.

Over just a few weeks, our industry comes together at Natural Products Expo West, ECRM Sessions, the NACDS Annual Meeting, and the CHPA Self-Care Leadership Summit. Each serves a different purpose, yet collectively they represent the heartbeat of our business, where strategy meets action and relationships shape outcomes. I always look forward to the energy, the conversations, and the chance to reconnect with colleagues old and new.

This year, however, the season carries even greater significance. At NACDS, the industry is experiencing both celebration and transition. The passage of meaningful PBM reform legislation, championed by NACDS, marks a pivotal moment for pharmacies and the broader healthcare ecosystem. At the same time, President and CEO Steve Anderson has announced his retirement, closing a chapter defined by his leadership and dedication to community pharmacy. Moments like this remind us that industries are built not just on products or performance metrics, but on stewardship—the commitment to strengthen the industry beyond

Each event stands on its own, but together they remind us that progress is fueled by those who show up and lead with purpose

ers align on strategic priorities shaping the next chapter of pharmacy and front-end discovery.

one’s own organization. It is often quiet, behind the scenes, yet it sustains progress. You’ll see that theme reflected in this issue’s Stewardship Report, recognizing individuals and organizations demonstrating that commitment across retail, supplier, and service communities.

That same sense of stewardship will be visible throughout this season of gatherings. At Expo West, innovation and emerging brands continue to shape the future of natural health. At ECRM, buyers and sellers focus on discovering new products. At CHPA, leaders discuss self-care, regulatory priorities, and the industry’s responsibility to consumer health. And at NACDS, retailers and suppli-

Each event stands on its own, but together they remind us that progress is fueled by those who show up and lead with purpose. As you move through this season—walking the show floor, sitting in meetings, or reconnecting with colleagues—I encourage you to recognize the broader context: momentum, change, and opportunity.

As always, Retail Brand Discovery will be there alongside you, highlighting the innovation and ideas that will shape what comes next. I look forward to seeing everyone.

Chris Stanton Editor & Publisher chris@themosaicgroup.org

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.

• Go To Market Strategies

• Promotion Planning and Execution

• Market Insights and Competitive Intelligence

• Trade Show Representation

• Store Sales and Detailing

We see your potential. And, help you realize it. Our Brands Categories:

• Drug Establishment License

• Site License

• Medical Device License

• Segregated storage for specialized products

• Recall Management

Financial Services

• Vendor Payables

• Invoice and Collections

• Receivables and Payables

• IFRS Compliant

Mass Beauty: Discovery Meets the Aisle

In this issue of RBD, our HBC/Beauty section explores how mass beauty is evolving, and how discovery is becoming just as important as replenishment for today’s shoppers.

The vitamin aisle isn’t just a collection of letters anymore. Today, it’s a destination for lifestyle-driven solutions and four of the biggest drivers in mass retail right now are sleep, brain health, weight management and protein supplementation. Why Retailers Should Be Watching the Vitamin, Diet & Nutrition Ripple

In an industry built on products, promotions, and performance, it is easy to focus only on what is on the shelf. But what truly drives long-term success in retail and consumer packaged goods goes far beyond product innovation. It is people.

A Conversation with Steven C. Anderson

Steve Anderson reflects on the importance of advocacy and collaboration through NACDS—and the implications for retailers, suppliers, and consumers.

JAN

1/11/2026-1/14/2026

Everyday and Holiday Cosmetics, Skin, Fragrance & Bath Session

Sheraton Dallas Hotel, Dallas, TX

1/12/2026-1/15/2026

Cough, Cold, Preventative & Allergy Session

Sheraton Dallas Hotel, Dallas, TX

1/18/2026-1/20/2026

NACDS Regional Chains

Bonita Springs, FL

1/21/2026-1/22/2026

On & Off Premise Adult Beverage, Winter Session

Held Virtually

1/21/2026-1/22/2026

THC & Hemp Beverage Session

Held Virtually

1/21/2026-1/24/2026

FMI Mid Winter

Chula Vista

FEB

2/1/2026-2/4/2026

European Colour Cosmetics and Fragrance Session

Hilton Prague, Prague, Czech Republic

2/1/2026-2/4/2026

European Skin, Bath, Hair & Sun Care Session

Hilton Prague, Prague, Czech Republic

2/2/2026-2/4/2026

Convenience Session

Hilton Sandestin Beach Golf Resort & Spa, Destin, FL

2/3/2026-2/5/2026

Hardware & Automotive Session

Hilton Sandestin Beach Golf Resort & Spa, Destin, FL

2/3/2026-2/5/2026

Impulse, Front-End & Checklane Session

Hilton Sandestin Beach Golf Resort & Spa, Destin, FL

2/3/2026-2/5/2026

Outdoor, Seasonal and Garden Session

Hilton Sandestin Beach Golf Resort & Spa, Destin, FL

2/9/2026-2/12/2026

Educational Supplies & Furniture Session

Hilton Sandestin Beach Golf Resort & Spa, Destin, FL

2/10/2026-2/12/2026

Total Wellness: GLP-1, Weight Management, Nutrition & Vitamin Session

Hyatt Regency Chicago O’Hare, Rosemont, IL

2/15/2026-2/17/2026

Beverage, Winter Session

Hyatt Regency DFW, Dallas-Fort Worth, TX

2/15/2026-2/18/2026

Candy Planning: Christmas & Halloween Session

Hyatt Regency DFW, Dallas-Fort Worth, TX

2/16/2026-2/17/2026

Coffee, Tea & Cocoa, Winter Session

Hyatt Regency DFW, Dallas-Fort Worth, TX

2/17/2026-2/18/2026

Baking, Spices & Breakfast Foods, Winter Session

Hyatt Regency DFW, Dallas-Fort Worth, TX

2/17/2026-2/18/2026

Canned, Dry & Boxed Foods, Winter Session

Hyatt Regency DFW, Dallas-Fort Worth, TX

2/17/2026-2/18/2026

Condiments, Sauces & Spreads, Winter Session

Hyatt Regency DFW, Dallas-Fort Worth, TX

2/17/2026-2/19/2026

Snack, Winter Session

Hyatt Regency DFW, Dallas-Fort Worth, TX

MAR

3/16/2026-3/18/2026

CHPA Self Care Leadership Summit Orland, FL

APR

4/18/2026-4/21/2026

NACDS Annual Meeting

Palm Beach, FL

4/20/2026-4/22/2026

Private Label Health & Beauty Care Session

Hyatt Regency Chicago O’Hare, Rosemont, IL

NEW HEALTH & BEAUTY

Mass Beauty: Discovery Meets the Aisle

IN THIS ISSUE OF RBD, OUR HBC/BEAUTY SECTION EXPLORES HOW MASS BEAUTY IS EVOLVING, AND HOW DISCOVERY IS BECOMING JUST AS IMPORTANT AS REPLENISHMENT FOR TODAY’S SHOPPERS.

BY CASSIE PETERS

Each year, Allure’s Best of Beauty issue offers a window into what’s capturing consumer attention, from ingredient-led innovation to founder-driven brands gaining rapid cultural traction. For mass retailers, it’s a reminder that the next wave of growth is often incubated outside traditional, scaled assortments.

Specialty retailers like Ulta Beauty have capitalized on this shift, winning share by curating unique, trend-forward brands that drive discovery and excitement. Mass retailers such as Target are also leaning into the opportunity, testing emerging brands alongside core assortments and creating moments of discovery for shoppers, but they face the challenge of balancing trend velocity with long planning cycles.

Mass retail is built on predictability, margins and quick turns, but targeted tests, limited runs, curated end-

caps, and digital storytelling can help mitigate risk while signaling cultural awareness and forward momentum. Drug chains in particular should follow these trends. Discovery doesn’t have to come at the expense of reliability, it can coexist with the staples that drive traffic and loyalty.

Beyond the beauty basics, categories like deodorants, oral care, and lip treatments are also evolving. Natural, ingredient-conscious alternatives are providing shoppers choice beyond mainstream brands. Oral care, traditionally routine-driven, has seen notable exceptions: hello Products (Colgate) introduces a design-forward, ingredient-conscious approach to toothpaste, while Grin Oral Care Company is revitalizing floss with its “Earth Lovin’” line, broadening demographics, expanding assortment, and emphasizing sustainability.

Lip treatments, according to Cir-

The challenge, and the opportunity, is curating assortments that honor the core shopper while inviting the next generation of beauty shoppers.

cana, are a top-performing OTC category, with strong velocity across formats. Iconic brands like Carmex, ChapStick and EOS continue to lead, while natural-positioned alternatives appeal to shoppers seeking ingredient transparency and multifunctional benefits.

Retailers already understand the opportunity. Shoppers are seeking discovery, relevance, and innovation. The challenge, and the opportunity, is curating assortments that honor the core shopper while inviting the next generation of beauty shoppers. With thoughtful planning, mass retail can be both a trusted destination and a source of inspiration for every shopper who walks down the aisle.

SALES BASED ON 52 WEEKS ENDING DECEMBER 28, 2025 VS. SAME PERIOD THE PRIOR YEAR

TOP 3 FASTEST-GROWING SEGMENTS

MAKEUP COMBO PACKS  (+41%)

MAKEUP COMBO PACKS ARE GAINING TRACTION AS SHOPPERS LOOK FOR VALUE AND CONVENIENCE. BUNDLED SETS THAT INCLUDE COMPLEMENTARY PRODUCTS — LIKE FOUNDATION AND CONCEALER OR LIP AND EYE ESSENTIALS — APPEAL TO CONSUMERS SEEKING A STREAMLINED BEAUTY ROUTINE WITHOUT SACRIFICING QUALITY.

WOMEN’S GIFT PACKS  (+29%)

THESE CURATED ASSORTMENTS, WHICH OFTEN COMBINE SKINCARE, FRAGRANCE, OR OTHER BEAUTY PRODUCTS, ARE EXPERIENCING ROBUST GROWTH FUELED BY STRONG SEASONAL DEMAND AND ONGOING SELF-CARE TRENDS. THE SEGMENT’S EXPANSION REFLECTS CONSUMERS’ PREFERENCE FOR THOUGHTFULLY PACKAGED, MULTI-PRODUCT SETS THAT OFFER BOTH CONVENIENCE AND VALUE FOR GIFTING OCCASIONS AND PERSONAL PAMPERING.

SHAMPOO & CONDITIONER COMBO PACKS (+20%)

COMBO PACKS ARE SURGING AS CONSUMERS SEEK VALUE AND CONVENIENCE IN HAIR CARE ROUTINES.

GROWTH IS DRIVEN BY LARGE-FORMAT OFFERINGS AND BUNDLED SOLUTIONS THAT SIMPLIFY SHOPPING AND DELIVER COST SAVINGS. THIS TREND REFLECTS A SHIFT TOWARD STREAMLINED REGIMENS, WITH MULTI-PURPOSE PACKS APPEALING TO HOUSEHOLDS LOOKING FOR EFFICIENCY WITHOUT SACRIFICING QUALITY.

US MARKET SIZE ($ SALES, BILLIONS)

175.7 4%

TOP THREE SEGMENTS (BASED ON $ SALES, BILLIONS) % GROWTH/ DECLINE VS. PRIOR YEAR WEIGHT CONTROL/ NUTRITIONALS

$11.7 $8.9 $7.1

Founded on the belief that pure, plant-based formulas can transform hair, PURA D’OR crafts small-batch collections guided by three core values: Purity in Every Bottle, Peace with Mother Earth, and Proven Results. The Advanced Therapy Shampoo & Conditioner strengthens and revitalizes hair using organic oils and natural extracts, available at Costco.com, CVS, Meijer, and Target.com, and more.

Oilogic Extends Beyond the Bath

Oilogic, the first brand to help soothe baby’s cold symptoms in the bath, introduces Stuffy Nose & Cough Vapor Rub. Made with the brand’s best-selling essential oil blend and a gentle, vegan-based balm, it easily rubs onto chest, neck, and feet to comfort baby after bath time and throughout the night.

VIC Cotton Company revives a European beauty essential with the VIC Exfoliating Cloth—artisan-crafted in the Netherlands from 100% natural organic cotton. Designed for daily face and body exfoliation, it transforms cleansing into a simple ritual. A portion of proceeds support The Ida Impact Fund, named for Founder Ted Peterson’s daughter, who died of AML leukemia in 2024, for blood cancer research.

OOTD’s Vitamin C Body Wash and Body Lotion bring the brand’s clinical skincare expertise to body care. Clinically tested and dermatologist-tested for sensitive skin, this Vitamin C body care targets dark spots and uneven tone from neck to toe. Powered by Vitamin C, Niacinamide, and Glutathione, the duo delivers smoother, brighter skin with gentle, daily-use formulas for all skin types.

NEW OVER THE COUNTER

VMS In Depth: The GLP-1 Effect

WHY RETAILERS SHOULD BE WATCHING THE VITAMIN, DIET & NUTRITION RIPPLE

BY CASSIE PETERS

The GLP-1 conversation may start in the pharmacy, but its impact is playing out across center store particularly in Vitamin, Diet & Nutrition. Medications such as Ozempic, Wegovy and Mounjaro are reshaping how millions of Americans eat. Smaller portions, reduced snacking, and sustained appetite suppression are becoming common behaviors. For retailers, that shift is not just a healthcare story. It’s a basket story. When calorie intake declines, nutrient intake often follows. That reality is creating incremental opportunity across foundational and targeted supplements, and retailers that connect the dots stand to benefit.

PROTEIN BECOMES PROTECTION

As weight loss accelerates, preserving lean muscle mass becomes a priority. Protein powders, ready-to-drink shakes and shots, and recovery-focused blends are seeing renewed rel-

evance as consumers look to protect strength while reducing body fat.

Metabolic-support brands are also entering the conversation. Tecton Ketones, developed in part by Dr. Kevin Foley, has been shown to maintain muscle mass while on GLP1 protocols. Positioned around metabolic flexibility and balanced energy with the inclusion of prebiotic fiber, their formulation address energy stability while supporting gut health. Tecton Keotnes align well with the needs of GLP-1 users adjusting to smaller, less frequent meals.

For retailers, this presents an adjacency opportunity. Protein solutions and metabolic-support products merchandised alongside hydration and digestive health can reinforce solution-based shopping and drive incremental basket growth.

FILLING NUTRITIONAL GAPS

GLP-1 users are not often engaged in managing their wellness journey.

With smaller meals comes greater scrutiny of nutrient sufficiency. So multivitamins, condition-specific supplements, and recovery formulas are crucial to proper health.

Doctor-formulated brands such as Replenza are positioned squarely in this space. Designed to fill nutri-

tional gaps, support digestive health, and aid muscle recovery, these types of formulations speak directly to consumers navigating their dietary change. Products that clearly communicate science-backed benefits especially around gut balance and muscle maintenance are catching on.

The opportunity at mass retail lies in presenting these solutions cohesively rather than scattering them across disconnected segments. Suppliers are eager to help.

DIGESTIVE HEALTH MOVES FROM OCCASIONAL TO ESSENTIAL

Because GLP-1 medications slow gastric emptying, digestive irregularity can become part of the consumer experience. As a result, probiotics and fiber are increasingly everyday purchases rather than occasional remedies.

Retailers are seeing steady demand across fiber powders, capsules, and newer gummy formats. Creating a clearly defined digestive wellness set anchored by probiotics helps shoppers quickly identify solutions tied to their changing needs.

BONE HEALTH ENTERS THE CONVERSATION EARLIER

Rapid weight loss can also raise concerns about bone density, particularly if calcium intake declines along with calories. As consumers reduce overall food consumption including dairy calcium and vitamin D supplementation becomes more relevant across a broader age range.

Vitamin D’s role in calcium absorption and overall immune support strengthens its cross-category

Retailers are seeing steady demand across fiber powders, capsules, and newer gummy formats.

appeal. For retailers, this is a reminder that foundational support categories should not be overshadowed by higher-profile trends.

THE DIGITAL INFLUENCE

The GLP-1 consumer is digitally engaged and highly informed. E-commerce–native brands such as Grün are building awareness with convenient gummy formats and strong direct-to-consumer storytelling. While some begin online, demand can quickly migrate to physical retail as awareness scales.

GLP-1 medications may originate behind the counter, but their ripple effect extends well beyond it. Retailers who anticipate the nutritional consequences of smaller meals and curate the Vitamin, Diet & Nutrition aisle accordingly can position themselves at the center of this long-term wellness shift.

Signals from the Shelf

SALES BASED ON 52 WEEKS ENDING DECEMBER 28, 2025 VS. SAME PERIOD THE PRIOR YEAR

TOP 3 FASTEST-GROWING SEGMENTS

LIP BALMS & TREATMENTS  (+13%)

THE TOP GROWTH SEGMENT WITHIN TRADITIONAL OTC, LIP BALMS AND TREATMENTS’ GROWTH IS FUELED BY A COMBINATION OF TREND-FORWARD INNOVATION AND WELLNESS-FOCUSED POSITIONING, WITH NEW ITEMS APPEALING TO YOUNGER AND MIDDLE-AGED CONSUMERS. THE SEGMENT’S MOMENTUM REFLECTS INCREASED DEMAND FOR EFFICACY-DRIVEN HYDRATION AND BEAUTY CROSSOVER PRODUCTS.

ACNE TREATMENTS  (+5%) EXTERNAL ANALGESIC RUBS (+4%)

WITH GROWTH STEMMING FROM ACNE PATCHES, ACNE TREATMENTS IS THE SECOND FASTEST-GROWING SEGMENT IN TRADITIONAL OTC.  THE PREFERRED FORMAT PROVIDES A QUICK, DISCREET, OR SOMETIMES STYLISH SOLUTION, FOR SPOT TREATMENTS. ACNE TREATMENTS IS AMONG THE SEGMENTS WHERE WELLNESS AND BEAUTY CONNECT.

GROWTH IN EXTERNAL ANALGESIC RUBS IS FUELED BY CONSUMERS SEEKING FAST, TARGETED RELIEF FOR MUSCLE AND JOINT DISCOMFORT. DEMAND IS SUPPORTED BY ACTIVE LIFESTYLES AND INCREASED INTEREST IN PAIN MANAGEMENT SOLUTIONS THAT OFFER CONVENIENCE AND NON-INVASIVE APPLICATION.

US MARKET SIZE ($ SALES, BILLIONS)

36.5

% GROWTH/ DECLINE VS. PRIOR YEAR

TOP THREE SEGMENTS (BASED ON $ SALES, BILLIONS)

$7.1 $4.1 $4.0

COUGH/COLD/FLU/ SINUS

Founded by the original inventors of the dental flosser, Grin Oral Care is redefining the category with innovation forward, bold, disruptive packaging and clinically superior products. Combining high performance with an Earth Lovin’ ethos, Grin simplifies the buying experience, excites consumers, and delivers growth to oral care aisles and dental offices everywhere.

Grin Oral Care – The Brand Everyone’s Lovin’.

Family Care PreservativeFree Single-Use Lubricant Eye Drops deliver convenient, sterile relief for dry, irritated eyes. Each unit-dose vial contains carboxymethylcellulose sodium 0.5% to help soothe and moisturize without preservatives. Made in the USA and packaged for everyday convenience, the singleuse format supports hygiene and portability, an appealing OTC solution for consumers seeking effective dry-eye relief at home or on the go.

Aquation XL Soothe Body Cloth is the #1 branded XL body cloth at mass that is truly EXTRA LARGE – 12.5” x 7.5”. Our dermatologist recommended, no rinse formula leaves you feeling clean between showers, after workout, caregiving and more!

“Increases in nasal symptoms related to colds and flu motivate consumers to seek affordable, first-line O-T-C treatments such as NeoSynephrine decongestant nasal sprays, helping drive the entire cough/cold category,” said Ben Knopke, Marketing Manager at B.F. Ascher. “Understanding the needs of our customers allows us to work in unison with retailers across the drug channel to ensure quality health care brands like Neo-Synephrine are made readily available to the market.”

Use Only As Directed

VITAMINS, DIET & NUTRITION

Vitamins Target Sleep, Brain & Weight: A Converging Opportunity for Mass Retail

THE VITAMIN AISLE ISN’T JUST A COLLECTION OF LETTERS ANYMORE. TODAY, IT’S A DESTINATION FOR LIFESTYLE-DRIVEN SOLUTIONS AND FOUR OF THE BIGGEST DRIVERS IN MASS RETAIL RIGHT NOW ARE SLEEP, BRAIN HEALTH, WEIGHT MANAGEMENT AND PROTEIN SUPPLEMENTATION.

BY CASSIE PETERS

At first glance, these may seem like separate concerns. But in reality, they’re closely connected. Poor sleep can derail weight goals. Shoppers focused on cognitive performance want sustained energy without stimulants. Consumers managing weight are increasingly thinking about muscle preservation and nutrient intake. And stress continues to sit quietly at the center of it all.

For mass retailers, that convergence creates both complexity and real opportunity.

SLEEP: FROM OCCASIONAL FIX TO CORE WELLNESS

Sleep is no longer a niche subcategory; it’s a foundational wellness pillar.

Melatonin still drives traffic, but shoppers are expanding into magnesium, L-theanine, ashwagandha and combination formulas designed to promote relaxation without nextday grogginess. Non-habit-forming, drug-free solutions that integrate easily into nightly routines are winning.

Merchandising sleep as part of total wellness rather than just as a remedy, encourages cross-category engagement, especially when paired with educational messaging and strong secondary placement.

BRAIN HEALTH: EXPANDING THE AUDIENCE

Brain health has moved well beyond

the 50+ demographic. Students, professionals and active adults are driving demand for B-complex vitamins, omega-3s, adaptogens, magnesium and nootropic blends positioned around focus, clarity and mood balance.

Magnesium in particular is blurring category lines. Long associated with relaxation and sleep, it’s now being positioned around stress response and cognitive support. Powdered magnesium formats like Calm from Natural Vitality have helped mainstream the ingredient, opening the door to broader brain-health messaging beyond memory alone.

The opportunity at mass is clarity. Brain health can quickly become

Retailers who balance multivitamins, digestive support, vitamin D and calcium alongside protein powders, RTDs and metabolic formulas reflect how today’s shopper is actually thinking.

overwhelming at shelf. Grouping products by benefit, memory, focus, mood, stress simplifies the shelf and keeps consumers from defaulting to price alone.

WEIGHT & PROTEIN: FROM DIETING TO MANAGED WELLNESS

Weight management is shifting away from stimulant-heavy quick fixes and toward metabolic support, fiber, nutrient repletion and protein. As GLP-1 medications influence eating patterns, shoppers are prioritizing muscle maintenance, satiety and filling nutritional gaps.

That’s where protein has firmly established itself inside VMS.

Collagen and functional protein powders from brands like Vital Proteins have broadened the category beyond traditional sports nutrition. Meanwhile, Protein2o is leaning into premiumization, launching a new elevated line extension in March aimed at capturing a more performancedriven, lifestyle-focused consumer, a signal that protein hydration is moving upmarket and further into mainstream wellness.

This is less about “fat burn” and more about managed wellness. Retailers who balance multivitamins, digestive support, vitamin D and calcium alongside protein powders, RTDs and metabolic formulas reflect how today’s shopper is actually thinking.

THE RETAIL TAKEAWAY

Sleep, brain, weight and protein are not isolated silos. They represent a broader consumer pursuit of balance: better rest, clearer thinking, sustained energy and sustainable body management.

Mass retailers who merchandise these needs as connected wellness platforms supported by clear signage, digital engagement and thoughtful adjacencies can transform the vitamin aisle from a wall of bottles into a true solutions destination.

SALES BASED ON 52 WEEKS ENDING DECEMBER 28, 2025 VS. SAME PERIOD THE PRIOR YEAR

TOP 3 FASTEST-GROWING SEGMENTS

WEIGHT CONTROL/ NUTRITIONALS

LIQ/PWD (+13%)

DEMAND FOR NUTRITIONAL PRODUCTS CONTINUES TO CLIMB, LIFTED BY A GROWING CONSUMER FOCUS ON THE BENEFITS OF PROTEIN FOR OVERALL WELLNESS. ADDITIONALLY, GLP-1 USERS ARE PLAYING A ROLE IN THIS TREND, SEEKING PROTEIN-RICH OPTIONS TO HELP PRESERVE MUSCLE MASS AND MAINTAIN HEALTH AS PART OF THEIR REGIMEN.

MINERAL SUPPLEMENTS  (+8%)

GROWTH STEMS FROM RISING EMPHASIS ON PERSONALIZED WELLNESS AND SELF-CARE. MAGNESIUM STANDS OUT AS A KEY CONTRIBUTOR, THANKS TO ITS BENEFITS FOR SLEEP QUALITY, MOOD BALANCE, AND BLOOD SUGAR REGULATION.

LIQUID VITAMINS & MINERALS (+6%)

CONSUMERS ARE INCREASINGLY CHOOSING LIQUID FORMATS FOR THEIR CONVENIENCE AND PERCEIVED BENEFITS. THESE PRODUCTS OFFER EASY INTAKE AND ARE OFTEN ASSOCIATED WITH IMPROVED ABSORPTION, MAKING THEM AN APPEALING OPTION FOR THOSE SEEKING BETTER-FOR-YOU INGREDIENTS.

TOP THREE SEGMENTS (BASED ON $ SALES, BILLIONS)

% GROWTH/ DECLINE VS. PRIOR YEAR

28.3 8% US MARKET SIZE ($ SALES, BILLIONS)

$11.7 $8.9 $3.0

WEIGHT CONTROL/ NUTRITIONALS LIQ/PWD

Click on any profile

Item Form: Dual-Size

Hydrocolloid Adhesive

Patches

Scent: Fragrance-Free, Hypoallergenic Formula

Brand: PanOxyl Product Benefits: Advanced Blemish Protection, Accelerated Healing, Absorbs Impurities, Prevents Picking & Scarring, Gentle Spot

Treatment

Skin Type: Universal (All Skin Types & Ages, Dermatologically Suitable)

OCuSOFT® Retaine® Allergy™ original prescription strength antihistamine drops only need to be used once daily and work in minutes to provide relief from pet dander, pollen, grass, ragweed, and other contaminants. Each multi-dose bottle contains a 30-day supply that works directly on the cells that make eyes itch for long-term support of allergy eye symptoms.

We recognize PanOxyl Acne Patches as a high-satisfaction product that builds exceptional customer loyalty through reliable performance. Shoppers express relief when these patches accelerate healing overnight, protecting blemishes from picking while absorbing impurities. Customers particularly value the dual-size option, which addresses different breakout types and creates a personalized experience that keeps them coming back. The thicker hydrocolloid construction provides superior protection and absorption compared to competitors, justifying premium positioning while still delivering strong perceived value. Made in USA certification and a clean formula free from parabens, fragrances, sulfates, dyes, and latex resonate with health-conscious consumers seeking trustworthy solutions. The gentle, natural healing approach appeals across all age groups and skin types, while also expanding your customer base for anyone with sensitive skin. With below-average returns and consistent repurchase patterns, this product delivers dependable inventory turnover and healthy profit margins for forward-thinking retailers.

Item Form: Ultra-Thin Hydrocolloid Patch

Scent: Unscented, FragranceFree Formula

Brand: Curology

Product Benefits: Fast Oil & Pus Absorption, Conceals

Spots, Sweat-Proof Protection, Weightless Feel, Makeup-Friendly, Clinically Proven Results

Skin Type: Universal

(All Skin Types including Oily, Dermatologist-Tested, Sensitive Skin Safe, Vegan, Cruelty-Free, Leaping Bunny Certified)

Fresh Scents is a proven growth driver in home fragrance, with scented sachets representing a meaningful and incremental portion of category sales. Manufactured in the USA, Fresh Scents sachets fill a category gap of scenting small and enclosed spaces like closets, dressers, and bathrooms. With strong merchandising support and seasonal, trend-forward designs, Fresh Scents keeps shelves relevant and shoppers returning.

We find Curology Acne Patches generate exceptional customer satisfaction backed by impressive clinical results that drive confident recommendations. Shoppers report feeling genuinely delighted by the weightless, barely-there feel, with majority confirming the patches are undetectable on skin. Customers particularly appreciate the versatility to wear them under makeup during daily activities or overnight, creating multiple usage occasions that accelerate repurchase cycles. The ultra-thin, sweat-proof design performs reliably across active lifestyles, from workouts to social events, building trust and loyalty. What sets this product apart is the clinically-validated performance data—100% of users experienced no dryness and 88% saw visible results within 8 hours—providing retailers with powerful selling points that convert browsers into buyers. The dermatologist-tested, vegan, cruelty-free, Leaping Bunny Certified formula appeals to ethically-conscious consumers willing to pay premium prices. Universal skin type compatibility expands your market reach while the Curology brand authority in personalized skincare adds prestige to your acne care section.

Stewardship: Recognition, Not Reward

In an industry built on products, promotions, and performance, it is easy to focus only on what is on the shelf. But what truly drives long-term success in retail and consumer packaged goods goes far beyond product innovation. It is people.

It is the supplier who invests time in growing the entire category, not just their own brand.

It is the leader who shares knowledge, mentors others, and builds bridges across teams and companies. It is the partner who understands that real success comes when retailers and suppliers grow together.

This is not an award. There are no nominations, no voting, and no sponsorships. Instead, this section recognizes something less visible but far more enduring — stewardship. The individuals highlighted here represent the quiet leadership and shared responsibility that move our industry forward, often without recognition, but never without impact.

Retail Leadership Stewardship

Retail Leadership Stewards represent the highest levels of leadership within mass retail—executives responsible not only for the performance of their organizations but also for shaping how retail evolves to meet the changing needs of shoppers. Through vision, operational excellence, and industry influence, these leaders guide some of the most important retail platforms serving consumers today.

Colleen Lindholz

PRESIDENT, KROGER HEALTH

Colleen Lindholz’s leadership is defined by a clear commitment to people and purpose. She invests in mentorship, supports her teams, and builds an environment where collaboration and accountability go hand in hand. Under her leadership, Kroger Health continues to strengthen its role in improving health outcomes for customers and communities.

Mike Wysong

CEO, CARE PHARMACIES

Mike Wysong leads with conviction, generosity, and a genuine commitment to the industry. Beyond running CARE Pharmacies, he consistently gives his time and expertise to support independent operators navigating a rapidly changing environment. Known for being accessible and steady, Mike combines discipline, competitiveness, and a willingness to help others succeed—whether in business or on the racetrack.

Ralph Clare

Ralph Clare represents modern retail leadership at scale—grounded in the realities of the shelf while focused on where the consumer is heading. His leadership at Walmart balances innovation with operational discipline, helping align the retailer and its CPG partners around measurable growth. At Walmart’s scale, that alignment has a meaningful impact on both the business and the industry.

Musab Balbale

Musab Balbale serves as a strategic steward for retail at CVS Health, helping shape how the company approaches value, assortment, and the overall customer experience. His perspective influences how CVS shows up for shoppers and for supplier partners alike, ensuring that merchandising decisions align with both business performance and evolving consumer expectations.

Aaron Wiese

Since becoming President of Hy-Vee, Aaron Wiese has championed the Midwestern values that define the company, hard work, integrity, and community. Under his leadership, the retailer has seen meaningful growth, with a particular emphasis on advancing healthcare offerings for customers. Aaron’s steady vision and commitment to both people and performance highlight a leader shaping the future of regional retail with purpose and impact.

Rick Keyes

Rick Keyes, President of Meijer, exemplifies true retail stewardship. Guided by Midwest values, he leads with integrity, accountability, and a long-term commitment to customers, team members, and communities. His leadership balances operational excellence with humility and consistency, strengthening the enterprise while honoring the families and regions Meijer serves. He represents stewardship in its purest form — responsible, steady, and community-centered.

Retail Stewardship

Retail Stewards are the senior leaders whose influence extends well beyond their own organizations. They combine deep category expertise with strategic vision, guiding both performance and innovation across health, beauty, and personal care. These leaders are not only responsible for driving growth within their stores or cooperative networks—they also serve as mentors, collaborators, and advocates for the broader retail and CPG community. By partnering closely with suppliers, peers, and industry groups, Retail Stewards help shape assortment strategies, champion emerging brands, and set best practices that benefit shoppers, the industry, and the next generation of retail leaders.

Heather Hughes

Heather is a respected voice within Walgreens and across the supplier community, known for her clarity, high standards, and thoughtful leadership. She has helped shape strategies that balance innovation with operational discipline, strengthening both category performance and long-term relationships. Her ability to align teams and partners around clear direction reflects the strength of the organization she leads.

Lael Wilder

Lael Wilder represents retail stewardship through her long-standing leadership at H-E-B. She is known for being fair, straightforward, and consistent, offering clear guidance that helps suppliers understand how to succeed with the retailer. Her deep category knowledge and practical approach make her a trusted resource for both partners and teams.

Vinima Shekhar

Vinima represents a new generation of retail leadership—connecting insight, innovation, and execution across complex categories. Her work at Walmart shows how disciplined decision-making and strong alignment with CPG partners can unlock growth at scale and build categories that continue to evolve.

Dale Johnson

Dale Johnson is a true industry steward whose decades of experience have made him a trusted partner across snack, beverage, and general merchandise. He has a strong instinct for the right products and how they should come to life at retail. He is known for steady leadership, sound judgment, and the way he supports both his teams and supplier partners.

Roberta Townes

Roberta Townes brings a retailer’s perspective to the fast-evolving health and wellness category. As Director of Merchandising at GNC, she focuses on building assortments that connect emerging brands with consumer needs. Known across the industry through her Shelf Talks podcast, she shares insight and curiosity that help advance dialogue between retailers and suppliers—demonstrating stewardship grounded in discovery, collaboration, and practical retail experience.

Shawn Darmody

Shawn Darmody reflects the retail instincts that make Target successful. Over more than 20 years and across multiple divisions, he has paired deep category expertise with a strong read on what drives the shopper. From Beauty and Home to Dairy, Frozen, and Consumables, Shawn consistently guides teams to deliver merchandising strategies that balance innovation with everyday customer needs. His leadership brings both vision and operational discipline to the business.

Lynette Ackley

Lynette Ackley represents retail stewardship through experience, mentorship, and a genuine commitment to developing people. A seasoned merchant with a strong command of both the business and the customer, she creates an environment where teams can grow and new ideas can take hold. Her leadership strengthens both Meijer’s organization and the broader retail community.

Heather Land

Heather Land brings energy, passion, and a clear point of view to merchandising at pOp!Shelf. She has built a reputation for connecting product, presentation, and shopper in a way that feels relevant and engaging. Her leadership continues to shape a fast-growing division of Dollar General while inspiring the teams around her to think differently about value and discovery at retail.

Katie Niles

Katie Niles, VP at Hy-Vee, brings category expertise and merchant leadership to health, beauty, and personal care. Through collaboration with supplier partners and peers, she helps shape assortment strategy, innovation, and industry best practices beyond her regional footprint.

Jennifer Cowell

Jennifer Cowell leads the beauty and consumables merchandising team at Sam’s Club with a focus on fostering collaboration, innovation, and a member-centric approach that drives strategic category growth. She champions a culture of partnership , internally with her cross-functional operators, and externally with CPG suppliers through joint business planning and deep engagement that aligns product innovation with member needs. Her leadership emphasizes teamwork and building trusted

Patrick Mooney

Patrick Mooney, VP of HBC and Non-Foods at Wakefern, brings category expertise and merchant leadership to health, beauty, and personal care. Through collaboration with supplier partners and peers, he helps shape assortment strategy, innovation, and industry best practices beyond his regional footprint.

Zach Dennett

As Vice President of Merchandising at CVS Health, Zach Dennett demonstrates modern retail stewardship by aligning merchandising strategy with evolving consumer health needs. His leadership supports curated innovation, stronger supplier partnerships, and a seamless omnichannel experience, helping position CVS as both a healthcare resource and a retail leader guiding customers toward confident self-care decisions.

Industry Steward

Some leaders make an impact that extends far beyond the walls of their own organizations.

Retail Brand Discovery recognizes these exceptional professionals as Industry Stewards—individuals who advance both their companies and the broader mass retail and CPG industry.

Through mentorship, collaboration, and thought leadership, they help shape the marketplace, foster innovation, and strengthen partnerships across retailers, suppliers, and emerging brands. Their influence ensures that the industry continues to grow, adapt, and thrive for the benefit of all participants.

Denny Belcastro

Denny Belcastro is a trusted and steady leader in the mass retail and CPG community, with a career built on collaboration and mutual respect. Since joining Kimberly-Clark, he has focused on strengthening retail partnerships and advancing long-term industry growth, including leadership during the company’s pending acquisition of Kenvue. He also mentors teams and develops future leaders, demonstrating that stewardship is defined by both results and how you lead people.

Herb Smith

Herb Smith represents stewardship grounded in consistency, judgment, and trust. His influence at Gallo reflects a commitment to long-term thinking, guiding short-term decisions with discipline and perspective. In an industry focused on what’s new, Herb’s contribution is a reminder that enduring value comes from sustaining brands, relationships, and standards over time. His leadership underscores that stewardship is measured not by visibility, but by lasting impact.

Gina Daley

Gina Daley plays a critical leadership role across Healthcare and HBC, with responsibility spanning dermatology as well as overall beauty care. Her ability to bridge medical expertise with consumer-facing innovation positions her uniquely within mass retail. She brings a thoughtful, strategic lens to growth while remaining focused on improving outcomes for both retail partners and the consumers they serve.

Mike Gilroy

For over 27 years, Mike’s stewardship extends well beyond the brands on the shelf. Mike plays an active and respected role in mass retail and the confection category, bringing a steady commitment that reflects both leadership and fairness. His approach recognizes the importance of partnership, supporting retailers, strengthening collaboration, and contributing sweetness and balance to our industry

Rachel Marler

Rachel’s stewardship has been shaped by longevity, engagement, and a belief that leadership works best when it is shared. Through her service on industry associations, she consistently shows up as a participant in the broader conversation, not just within LifeStyles. Rachel represents a form of stewardship rooted in inclusion, mentorship, and active commitment to moving LifeStyles and the industry forward.

Lisa Paley

Lisa Paley represents true industry stewardship, bringing perspective shaped by senior leadership roles at Haleon and now as CEO of Revision Skincare. Beyond titles, she is widely respected as a mentor and connector, someone who invests in people, develops talent, and elevates the conversation across beauty and consumer healthcare. Her influence extends well beyond any single organization, reflecting a commitment to strengthening the industry for the long term.

David Bankeroff

David Bankeroff is a long-time leader in the eye care category who has helped elevate the role of vision health within mass retail. At Alcon, he focuses on advancing category strategy, supporting innovation across contact lenses and eye care solutions, and working closely with retailers to improve shopper education and access. His steady engagement with retail partners has helped bring greater visibility and growth to the eye health aisle.

Greg Bradley

Greg Bradley brings more than three decades of leadership in the consumer health industry and is widely respected for his commitment to strengthening the OTC category. As CEO of Foundation Consumer Healthcare, he guides a portfolio of trusted health brands while building strong retailer partnerships. Bradley is also known for his active involvement in industry initiatives that support collaboration, innovation, and long-term category growth.

Andre Martins

A collaborative and forward-thinking leader who strengthens retailer partnerships while driving initiatives that promote sustainable growth, innovation, and industry mentorship. He is also deeply engaged in shaping corporate culture and supporting community initiatives, ensuring both employees and the broader industry benefit from his leadership.

Sharon Glass

Sharon Glass is a recognized leader in retail media and shopper marketing, known for helping bridge the gap between brands, retailers, and the evolving digital path to purchase. At InMarket, she works closely with CPG partners to translate data and shopper insights into strategies that drive measurable in-store and online engagement. Her collaborative approach and industry involvement have made her a trusted voice in advancing smarter, more accountable retail media solutions.

Todd LaRue

Todd LaRue is a respected leader in the eye health category, known for his collaborative approach with retailers and his commitment to advancing the broader vision care space. Through his work at Bausch + Lomb, he has helped strengthen category understanding, support innovation, and build partnerships that expand access to eye health solutions. His steady engagement across the industry reflects a dedication to long-term category growth and retailer success.

Ann McAnarney

Amy McAnarney is a respected leader in the seasonal and celebrations category, known for her collaborative approach to retailer partnerships and category storytelling. At Hallmark, she works closely with retail partners to bring meaningful moments to life through thoughtful merchandising and innovation. Her long-standing industry relationships and commitment to partnership continue to help retailers connect with shoppers in authentic and memorable ways.

Industry Intelligence Stewards

Retail success is increasingly powered by insight. Retail Brand Discovery recognizes these contributors as Retail Intelligence Stewards, professionals who translate data, trends, and market signals into decisions that shape the products and experiences shoppers see every day.

Across food, drug, and mass retail, these leaders help retailers and suppliers navigate complexity, spot opportunities, and drive growth. Their work turns information into action, making them essential partners in the evolution of the marketplace.

Bryan Gildenberg

Bryan Gildenberg is a veteran retail strategist and founder of Confluencer Commerce, helping brands and retailers connect data, insights, and commerce in innovative ways. With decades of experience in leadership he brings deep expertise in shopper insights, omnichannel strategy, and retail intelligence. Bryan’s guidance and thought leadership continue to shape the way the industry understands and acts on retail data.

Jacqueline Flam

Jacqueline Flam brings a thoughtful, balanced perspective to retail intelligence, helping brands and retailers make sense of what the data is really telling them. At NielsenIQ, she is known for translating insights into practical guidance that supports steady category growth and shopper connections. With years of CPG and beauty experience on the supplier side, Jacqueline’s stewardship is grounded in real-world understanding and a genuine commitment to helping partners succeed.

Todd Huseby

Todd Huseby, Partner and Consumer Healthcare Lead at Kearney, has spent two decades helping brands navigate the fast-moving consumer healthcare landscape. Known for his expertise in data, research, and strategic planning, Todd brings a steady hand to guiding both brands and retailers through a dynamic and often disruptive industry.

Kristin Hornberger

Kristin Hornberger, EVP and Practice Leader for Wellness, Beauty and Homecare at Circana, is a trusted voice at the intersection of data, consumer behavior and health. With more than two decades across healthcare, nutritionals and beauty, she helps retailers and suppliers translate insights into meaningful growth. A long-distance runner in her spare time, Kristin brings that same endurance and forward momentum to the ever-evolving wellness landscape.

Trade Stewards

Every industry benefits from leaders who go beyond their day-to-day responsibilities to help strengthen the broader community. In mass retail, these individuals serve as connectors, mentors, and advocates for progress across the consumer packaged goods ecosystem.

Retail Brand Discovery recognizes these professionals as Industry Stewards—leaders who consistently support collaboration between retailers, suppliers, and emerging brands. Their influence helps create opportunities for innovation while maintaining the partnerships that keep the industry moving forward. The following executives represent a group of respected leaders whose contributions continue to shape the future of mass retail.

Alex Yakulis

Alex Yakulis has spent decades helping CPG brands navigate the complex journey into retail. Known for his strategic insight and collaborative approach, he is respected throughout the industry for guiding brands in building strong retailer partnerships. Through his leadership and mentorship, Alex has helped countless brands succeed while strengthening relationships across the retail ecosystem.

Scott Emerson

Scott Emerson and the Emerson team epitomize trade stewardship through decades of support for organizations and individuals on both sides of the desk. His impact is seen not only in the companies he has supported but also in the people he has mentored and developed. Scott’s leadership is built on trust, mentorship, and a commitment to doing things the right way.

Wayne Bennett

Wayne Bennett is a trusted presence in retail, known for his strategic insight and collaborative approach. He has built strong relationships across the industry, supporting both brands and retail partners. A dedicated lap-swimmer and trumpet player, Wayne brings the same curiosity and discipline to his trade work, making him a valued voice in the retail community.

Ted Peterson

Ted Peterson is a 40-year veteran of the CPG space, widely respected by retailers, suppliers, and colleagues alike. His career has been marked by mentorship, guidance, and a consistent focus on helping others succeed. Ted is a trusted voice and steady hand in an ever-changing industry.

Bruce Montgomery / Tracey Priest

Bruce Montgomery and Tracey Priest bring decades of retail and CPG experience, using it to give back to the industry. Through the Road2Retail podcast, they highlight emerging brands, halo brands, and industry leaders, providing a platform that connects, educates, and supports growth. Their work reflects a straightforward commitment to sharing knowledge and strengthening the retail community.

Sarah Davidson

Sarah Davidson, the self-professed matchmaker to the industry demonstrates trade stewardship through decades of leadership at ECRM. She mentors and supports her team while ensuring that every retailer and supplier is connected and supported. Sarah has a remarkable ability to bring people together, fostering collaboration and stronger relationships across the industry. Her guidance and thoughtful leadership set a high standard for trade stewardship.

Jason Reiser

Jason Reiser brings a rare breadth of knowledge to the industry, creating a vital link between retailers and suppliers while achieving success on both sides of the desk. As CEO, he has driven MPG’s recent growth while consistently supporting both brands and retail partners. Jason’s stewardship reflects a commitment to strengthening relationships across the retail ecosystem.

Bob Ford

Bob Ford is a seasoned CPG sales executive with over 40 years of experience shaping retail strategy for brands including Olly, Liquid I.V. and Welly. He has guided industry growth while supporting initiatives that develop future leaders through his nonprofit work. Bob’s leadership continues to strengthen the connection between brands and retailers.

Michael Law

With more than two decades of experience in the CPG and dietary supplement industry, Michael Law has built a reputation for steady leadership and strong retail partnerships. In his role at Eagle Labs, he helps guide innovation and execution from formulation to shelf, supporting brands as they navigate an increasingly complex nutrition landscape

Dan Mack

Dan Mack is founder of the Mack Elevation Forum, a platform that connects emerging brands, retailers, and industry leaders to share ideas and accelerate growth across the CPG landscape. Known for convening meaningful conversations, he highlights innovation and collaboration while elevating new voices and strengthening connections across the trade community.

Scott Melville

Scott Melville is a long-time advocate for the consumer healthcare industry, known for his leadership in advancing policy, education, and collaboration across the OTC and wellness categories. At CHPA, he works closely with member companies and retailers to promote responsible growth, innovation, and public awareness of consumer healthcare.

NACDS is a guiding force in retail pharmacy, fostering education, advocacy, and collaboration among retailers and suppliers. Through its programs, the association advances innovation, cultivates strong industry partnerships, and works to create lasting value for consumers, retailers, and the broader CPG community.

Brand Innovator Stewardship

Brand Innovators are the visionaries and leaders who push the boundaries of product development, marketing, and retail strategy. They introduce new ideas, formats, and approaches that keep the industry dynamic, relevant, and responsive to changing consumer preferences. By collaborating with retailers, suppliers, and peers, Brand Innovators help shape category growth, drive experimentation, and create meaningful shopper experiences.

Joel Warady

Joel Warady has been a steady force behind emerging consumer brands, known for his collaborative approach and commitment to helping founders navigate the path from concept to retail reality. His focus on building authentic brands, strong partnerships, and long-term value reflects the kind of stewardship that strengthens both companies and the broader industry.

Isaac Shapiro

Isaac Shapiro, founder of Cleanlogic, exemplifies leadership stewardship through purpose, perseverance, and impact. Starting with nothing, he built Cleanlogic into a dominant player in the bath category, earning the trust of retailers and consumers alike. That same sense of responsibility extends beyond the business through the Cleanlogic Inspiration Foundation, created in 2006 to provide technology for individuals with vision loss and support organizations serving the blind and visually impaired community. Proving by doing well can certainly include doing good.

John Pinto

John Pinto, founder of BoomBoom Nasal, has reimagined wellness with pocket-sized nasal sticks that help people breathe, focus, and feel refreshed naturally. His innovation and entrepreneurial vision make him a true standout in brand leadership and consumer product creativity.

Brooks Powell

Brooks Powell, Founder & CEO of Cheers Health, has built Cheers into a new kind of wellness brand, creating an emerging category focused on supporting responsible alcohol consumption. His science-driven approach and willingness to challenge convention have resonated with a modern, health-minded consumer—and yes, those colorful suits don’t hurt either. Powell’s work reflects the kind of forward thinking that expands both product innovation and consumer understanding.

Sean Riley

Sean Riley, founder of Dude Wipes, has helped redefine a long-overlooked personal care category with humor, authenticity, and a clear point of view. As a challenger brand builder, he demonstrates how insight, personality, and disciplined execution can break through at retail, creating a brand that connects with shoppers while expanding the category for retailers.

Craig Dubitsky

Craig Dubitsky, Co-Founder & CEO of happy Coffee, has once again reimagined a mature category, blending thoughtful product design with a strong emotional and social purpose. By connecting everyday coffee consumption with a message of positivity and mental health awareness, he has created a brand that resonates beyond the shelf. Dubitsky’s approach shows how purpose-led branding can drive both cultural relevance and retail success.

Eric Ryan

Eric Ryan has built a career reimagining everyday categories through design, purpose, and consumer-first thinking—first with Method and later with brands like Olly and Welly. His ability to combine brand storytelling with product innovation has helped elevate routine essentials into engaging, lifestyle-driven experiences that resonate with modern shoppers and bring new energy to the shelf.

A Conversation with Steven C. Anderson

PRESIDENT

AND CEO, NATIONAL ASSOCIATION OF CHAIN DRUG STORES

STEVE ANDERSON REFLECTS ON THE IMPORTANCE OF ADVOCACY AND COLLABORATION THROUGH NACDS—AND THE IMPLICATIONS FOR RETAILERS, SUPPLIERS, AND CONSUMERS.

FEBRUARY 2026 SAW THE ENACTMENT OF FEDERAL REFORMS OF PHARMACY BENEFIT MANAGERS (PBMS). TALK ABOUT THAT WIN.

It’s a historic step—the most significant federal PBM reforms ever. The point isn’t just to “win” a Washington, DC fight for its own sake. The point is addressing what Americans experience daily: drug costs that feel out of reach and a system that too often makes it harder—not easier— for patients to get the care they need.

This is a major victory. But in any fight that matters, we have to do two things: celebrate progress and stay clear-eyed that more work remains. That means implementation and enforcement of what has been enacted, and it also means additional legislation.

I want to emphasize the crucial role NACDS members play in driving results. NACDS is a force multiplier. The Associations brings policy development, lobbying, coalitions, and communications. But to multiply a force, you have to have a force.

NACDS members are the ones who demonstrate what a policy decision means for a patient and for the entire community.

WHAT OTHER GOVERNMENT POLICIES ARE ON THE NACDS PRIORITY LIST RIGHT

NOW?

Our focus is straightforward: ensuring Americans can access pharmacist-provided services, and ensuring pharmacies can be paid fairly for delivering those services. Patients increasingly turn to pharmacies because they’re accessible and trusted— and public policy needs to reflect that reality.

That’s why the Ensuring Community Access to Pharmacist Services Act is so important. It would help seniors in Medicare by opening access to certain pharmacist services that are authorized by states. We are pushing for its enactment.

We’re also working with states to make the most of the Rural Health Transformation Program that was enacted last year. It’s a major oppor-

tunity to expand access points for care, and NACDS adapted quickly to help ensure pharmacy is part of the solution. The program created a $50 billion pool for rural healthcare solutions, and NACDS’ efforts helped drive the reality that 35 state funding proposals include pharmacy-based initiatives.

NACDS JUST HOSTED ITS “NACDS RXIMPACT” ADVOCACY EVENT IN WASHINGTON, DC. WHAT WAS THE MOOD AND WHAT WAS ACCOMPLISHED? It was high-energy with nearly 250 advocates. The NACDS Board of Directors had a robust program with meetings in the Congress and the Administration. Our member-company teams conducted a terrific schedule of meetings on Capitol Hill. We had a powerful showing of student pharmacists—60 of them from 60 colleges and schools of pharmacy. We reinforced our momentum on PBM reform. In meeting after meeting, members of Congress reflected what we’re hearing everywhere—the

newly enacted reforms are a strong step forward, and more are needed.

We also advanced priorities that ensure pharmacy can keep meeting patients where they are. We earned additional support, including new cosponsors, for the Ensuring Community Access to Pharmacist Services Act.

When pharmacy teams show up, Congress listens—because those white coats signal credibility, care, and access.

HOW DOES ADVOCACY FIT IN WITH OTHER NACDS ACTIVITIES—LIKE MEETINGS AND CONFERENCES— DESIGNED TO ADVANCE THE INDUSTRY?

They reinforce each other. NACDS convenes retailers and suppliers to share what works, build partnerships, and identify practical solutions. Advocacy turns those solutions into durable progress by pushing public policy to keep pace with what patients need and what pharmacy can deliver.

NACDS’ meetings and conferences and NACDS’ advocacy are key to the optimism that we are sensing in this industry. Optimism isn’t wishful thinking. It’s the courage to change the future. Changing the future is exactly what we do when this industry is aligned—retailers, suppliers, and pharmacy teams working together.

NACDS HAS BEEN HIGHLIGHTING TECHNOLOGY AND AI. HOW DOES THAT CONNECT TO YOUR VIEW OF THE FUTURE OF PHARMACY AND RETAIL?

Technology is a huge source of optimism—because it helps pharmacy teams control what they can control. Pharmacies are harnessing digital tools to make care more personal and efficient. They’re advancing automation, robotics, and AI to smooth operations, reduce administrative burden, and keep pharmacists focused on patients.

Earlier we talked about NACDS meetings and conferences. Programming at these events has focused on real use cases—what is working now, and what’s right on the doorstep. It also has fueled imagination about what is further out on the horizon.

THINKING OF TECHNOLOGY, IS THERE A GOVERNMENT ADVOCACY ROLE FOR NACDS TO PLAY IN THAT AREA AS WELL?

Absolutely. Policy can accelerate responsible adoption—or it can fragment it. NACDS has a long history of advocating for the modernization that makes better care possible. Electronic prescribing stands as a tremendous success story. Today, NACDS’ policy focus includes a major focus on interoperability—which is a linchpin for advancing pharmacist-provided services.

When it comes to clinical AI, NACDS supports a forward-looking,

patient-centered approach—to accelerate responsible innovation while reinforcing safeguards that protect patients and public trust. A recent example is NACDS’ detailed comments to a key federal agency in February. They serve as a roadmap for policy guardrails to advance responsible AI in community pharmacy and across care settings.

Technology, including interoperability and AI, is central to everything NACDS is doing to foster health and wellness innovation.

EARLIER THIS YEAR, YOU ANNOUNCED YOUR RETIREMENT, EFFECTIVE DECEMBER 31, AFTER TWO DECADES LEADING NACDS. HAS THAT SUNK IN?

It has—and I am grateful. It has been the honor of my professional life to serve as President and CEO of NACDS. This conversation with Retail Brand Discovery also underscores why I’m so focused on the work ahead: we have momentum, and this will be a year of vigorous work on behalf of pharmacies, suppliers, people, communities, and the nation.

My focus is on building on progress, driving implementation, and setting up what comes next. I am confident in the strength of the industry and the Association because the commitment to people and communities is real—and it is driving results.

Behind the Numbers

BY KRISTIN HORNBERGER, EVP AND PRACTICE LEADER, WELLNESS, BEAUTY & HOMECARE AT CIRCANA

THE HEALTH AND WELLNESS MARKET CONTINUES TO EVOLVE AS CONSUMERS ADAPT TO CHANGING HEALTH NEEDS, ECONOMIC PRESSURES, AND LIFESTYLE HABITS. ACROSS OTC, VITAMINS AND SUPPLEMENTS, AND BEAUTY, SHOPPER BEHAVIOR REVEALS BOTH EMERGING TRENDS AND SUSTAINED PRIORITIES THAT ARE RESHAPING CATEGORY PERFORMANCE.

OTC categories experienced varied results over the past year. Allergy remedies softened due to a delayed 2025 season and heightened value-minded shopping. Consumers increasingly opted for larger packs, shared products at home, and cut back on preventive purchases. Combination items offering allinone symptom relief continue to resonate strongly. Shoppers exhibited similar behaviors for their cough and cold products, purchasing more reactively and favoring larger value packs and multifunctional formats. Eye care is a bright spot; digital eye strain, aging demographics, and self-care habits bolstered demand for premium artificial tears, particularly preservativefree options.

The VMS market is undergoing rapid transformation, largely driven by expanding GLP1 adoption. As usage shifts toward long-term health and longevity goals, supplements supporting blood sugar control, nutrient intake, and sideeffect mitigation are

Within the wellness landscape, one theme remains clear: the desire for solutions that deliver meaningful results, value, and personalization.

sources supporting needs and fueling sales.

gaining traction. More broadly speaking, targeted wellness solutions continue to rise as consumers adopt more proactive, personalized approaches to energy, stress, cognitive health, and daily wellness. Ashwagandha and magnesium remain in high demand, while older consumers increasingly embrace regimen-based, preventive supplementation. Protein remains one of the strongest VMS performers, with innovation in terms of convenience, food formats, and premium

HBA categories continue to deliver strong momentum as consumers invest in efficacy-focused beauty routines. Anti-aging is a major growth engine within mass skincare, fueled by clinical-grade brands, dermatologist-backed credibility, and targeted treatments. Suncare remains one of the fastest-growing segments, supported by mineral formulas and sensorial innovations. Lip treatments also continue their upward trajectory, evolving from basic necessities to daily treatment rituals powered by skincare-inspired ingredients.

Within the wellness landscape, one theme remains clear: the desire for solutions that deliver meaningful results, value, and personalization. Brands that lean into science-backed benefits, multifunctionality, and lifestyle-driven needs will be best positioned to lead the next chapter of health and wellness.