Combating Germs
DG Health replaces the DG Healthsense brand at Dollar General and features crisp white labels.
Private label vitamins and OTC medicines fight back against cold and flu germs this season.
It’s no surprise that along with colder weather the winter season brings more cases of cold and flu. According to estimates by the Centers for Disease Control and Prevention (CDC), nearly 1 in 6 Americans have been infected by the H1N1 flu virus as of mid-November, bringing the total U.S. cases to approximately 50 million.
What is unusual for winter are the high levels of unemployment and the struggles families face to afford staying healthy in this economy. Whether uninsured or struggling from financial hardships, many Americans will turn to OTC drugs this season as opposed to out-of-pocket doctors visits. Luckily, there are a variety of store brands to help ease suffering, as well as vitamins to keep bodies in top condition.
Duane Reade, New York, NY, advertised DR ABC Plus with Lutein multi-vitamins in the premier issue of The Duane Reader, its periodical launched in November 09. The item was featured under “Life on the A, C, E Train,” and boasted, “A multi-vitamin helps support bone health, immunity, muscle and nerve function, and gives you energy.” The Duane Reader also gave the advice, “As winter sets in, it’s never been more important to take your vitamins,” and Duane Reade made it easy for shoppers to stock up on milti-vitamins in the store with a buy-one-get-one-free deal.
Private Label saw the ABC Plus multi-vitamins retailing for $7.99 for 130 tablets and with the buy-one-get-one deal shoppers were able to try another product of the same price for free, like the 50 tablet bottle of DR Weight Trim. The product is a one-a-day multivitamin, which claims its use of green tea extract (EGCG) and Chromium supports sugar metabolism.
Next to the ABC Plus in a Duane Reade, Private Label found a 180-count bottle of Centrum for $14.99. The DR One Daily Weight Trim bottle was found on the shelf next to the same count bottle of One A Day Women’s Active Metabolism for $10.79. So (for 50 less vitamins) consumers could save $17.79 when purchasing the two private label options over the national brands. Duane Reade also sells an array of additional multi-vitamins, including versions for seniors and a Daily Energy option.
The new packaging on the ABC Plus and Weight Trim bottles utilizes a stark look created from black font against a white background with a gray multi-print of the DR logo as a backdrop to the product name. The Weight Trim bottle includes a light blue color behind the product name.
To help convince children to take their vitamins a wave of gummy products can be found throughout most stores. Target, Minneapolis, MN, sells Up & Up children’s gummy multi-vitamin dietary supplement with extra C that compares itself to Flintstones Plus Immunity Support. The label advertises the fruity flavors of cherry, raspberry and orange. Since kids can be picky Up & Up also has a sour flavor to compare to Flintstones and a comparable product to L’il Critters brand.
Aldi, Batavia, IL, sells Welby Gummies that compare to Flintstones with a cartoon bear jump roping on the label. The animal-shaped gummies are just $3.99 for 60, which is 40 cents less than the same count of Up & Up brand gummies.
Whole Foods Market, Austin, TX, sells 365 Everyday Value brand and Whole Foods Market brand vitamins in their own sections, unlike most stores that market them on shelves next to their comparable national brands. Private Label found 365 Everyday Value Chewy Multivitamins sold in the baby care aisle at one Whole Foods. The gummy fruits feature a psycadelic label and the Whole Foods website describes them as: “Completely natural and deliciously chewy, these soft gummies won’t get any of the “yucks” that come with serving broccoli. So have a little fun and trick your kids into getting their vitamins.”
The retailer also sells 365 Everyday Value Calcium D Kids Gummy Pectin Swirls, Pectin Drops and Chewy Vitamin C Kids Gummy Fruits.
OTC Fixes
Dollar General, Goodlettsville, TN, has rolled out a new look for its products. Terry Lee, vice president of consumer brands, told Private Label that Dollar General went to a complete rebranding last year and is in the midst of rolling out (continuously into 2010) a new look on its private label items to go concurrently with a total rebranding of stores.
Private Label items with a new look include categories like DG Home, DG Office, DG baby and DG Body. The new appearance features a white background with a gray multi-print of the DG logo. While Dollar General updated the logo, they stuck with the yellow and black that they found consumers recognize and associate with Dollar General products. The look is consistent and much cleaner, but is also appropriate for each category.
“DG Health is part of that rebranding effort,” says Lee, which includes over 300 healthcare products to roll out with new style. For backache relief and typical aches and pains Private Label found DG Healthsense products in the old packages and DG Health in the new look, at one Dollar General. The DG Health Ibuprofen label uses a light blue background to highlight the claim that consumers can compare it to the active ingredient of Advil, while the claim on the Healthsense package is in a much smaller font and isn’t spotlighted.
From vitamins to OTC remedies, consumers should have no trouble combat germs for less money this winter, thanks to a vast and constantly developing assortment of store brand options.
