Category - Drug Store News

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MID-YEAR REPORT: HOT CATEGORIES
As Seen on TV now on drug store shelves
BY BARBARA WHITE-SAX
As Seen on TV products are grabbing
more space in chain drug stores. “Consumer interest is higher than it has ever been,”
said AJ Khubani, CEO and founder of TeleBrands. “More retailers are recognizing the
importance of the category. More are getting into the category, and those already in
the category are giving it more shelf space.”
Some of TeleBrands’ hottest new products
this year have been Chef Basket, Aluma
Wallet, RoboStir and One Second Needle.
Health and beauty care and fitness products have always been a draw, but pet
products and kitchen gadgets are growing
segments. “People are willing to spend on
their pets, so that’s one segment that’s remained strong,” said Peter Koeppel, president of Koeppel Direct.
“The kitchenware segment of the As Seen
on TV category is growing tremendously at
retail,” said Dan Sackett, president of First 2
Market Products. Sackett said that products
that save consumers money by keeping food
fresh longer, such as First 2 Market’s Gripstic,
are particularly popular with consumers.
“The toy segment remains particularly
strong,” said Ron Boger, chief operating officer of IdeaVillage Products. “It’s the least
affected by the economy,” he said. Some of
IdeaVillage’s most popular products have
been the Ahh Bra, the No. 1 infomercial for
the last six months; Wuggle Pets; the Miyashi Pillow; and Criss Angel Mindfreak
Platinum Magic Kit.
Koeppel said products retailing
for $9.99 and $14.95 have had the
strongest sales. “Price points
have come down a bit because of
Jordan Whitney’s top 10 housewares DRTV retail products April/May 2011*
RANK
PRODUCT NAME
DESCRIPTION
DISTRIBUTOR
1
Total Pillow
Adjustable pillow
Hampton Direct
2
Gyro Bowl
Nonspill bowl
Plymouth Direct
3
Chef Basket
Wire strainer/cooker
Telebrands/TV Winners
4
Space Bags
Vacuum storage bags
ITW Space Bag
5
Yoshi Blade
Ceramic knife
IdeaVillage
6
UGlu
Adhesive strips
IdeaVillage
7
Furniture Fix
Support panels for sagging furniture
Hampton Direct
8
Baby Bullet
Food processor for baby food
Homeland Housewares
9
Sobakawa Cloud Pillow
Pillow made with air beads
National Express
10
Animal Repeller
Electronic animal deterrent with alarm
Bell & Howell/Emson
* DRTV = direct response television
the economy,” he said.
High traffic locations are crucial to sales
since the category is high-impulse, according to Khubani. Retailers are merchandising
ASOTV items in one location, usually in the
center general merchandise aisle, and often
supplementing with endcaps.
Criss Angel Mindfreak Platinum Magic Kit
Source: Jordan Whitney Inc.
Jordan Whitney’s top 10 personal DRTV retail products April/May 2011*
RANK
PRODUCT NAME
DESCRIPTION
DISTRIBUTOR
1
Vibrating Touch
Personal massager
Church & Dwight
2
Easy Feet
Exfoliating/massaging shower sandals
Zoom TV Products
3
HD Vision
Sunglasses with bifocal reading lenses
IdeaVillage
4
Pajama Jeans
Comfortable jeans
Hampton Direct
5
Cami Secret
Faux camisole
Ontel
6
Aluma Wallet
Aluminum organizer wallet
Telebrands
7
Royal Ring
Princess Kate replica ring
Telebrands
8
InstaSlim
Slimming T-shirt for men
Emory Day
9
Style Snaps
Adhesive hemming strips
Merchant Media
10
Side Sleeper
Therapeutic pillow
Side Sleeper Pro
* DRTV = direct response television
1 • JUNE 27, 2011
Source: Jordan Whitney Inc.
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