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Hyland's cuts through 'clutter' in market.

LOS ANGELES -- Since 1903, Hyland's Inc., a division of Standard Homeopathic Co., has been known for its commitment to excellence and innovation. With a product line that ranges from Hyland's Baby Teething Tablets to Hyland's Calms Forte, the company cares for families at every stage of life.

But in today's crowded market, establishing and maintaining a leadership position requires more than just producing excellent products, notes executive vice president Les Hamilton.

"We are the largest and oldest domestic manufacturer of homeopathic medicine and, as such, we take our responsibility to our consumers very seriously," he says. "We are committed to delivering the highest-quality homeopathic medicines possible, and we stay at the forefront of current good manufacturing practices and updates from other regulatory entities."

Hyland's Calms Forte, for example, uses four homeopathically prepared botanicals to help individuals sleep better by soothing nerves and edginess. Carried by drug stores, supermarkets, supercenters and natural products stores, the natural ingredients in Calms Forte do not interact with other medication, according to Hyland's.

Getting a good night's rest is a significant issue for many people, with the National Sleep Foundation reporting that 43% of Americans between ages 13 and 64 say they rarely or never get a good night's sleep on weeknights.

"The demand for our products is certainly there, but there's a lot of 'clutter' in the marketplace, and we have to be diligent about letting consumers know about our wide range of effective, natural medicines," Hamilton explains.

To clear through the clutter, Hyland's recently engaged in a series of repackaging initiatives aimed at highlighting the products' premium nature while providing more space for messaging key purposes and benefits to the consumer.

"But similar to the way we take a calm, methodical approach to research and development, we did not rush into the repackaging campaign," explains Hamilton. "In 2012, for example, Hyland's staged a thoughtful, complete repackaging of the baby line, and that was followed by such successful relaunches as Hyland's Restful Legs, Hyland's Leg Cramps and Hyland's Nerve Tonic. A complete line of repackaging was also done on all Hyland's 4 Kids products. All of the campaigns were warmly welcomed by consumers and our retail partners."

The market for Hyland's products--homeopathic over-the-counter drugs that are regulated by the Food and Drug Administration--appears to be expanding at a steady pace as retail sales of the broader market of homeopathic and herbal remedies in the United States alone reached an estimated $6.4 billion in 2012, up almost 3% from the preceding year, according to global market research firm Mintel.

During the past five years the market grew by 16%, according to the study, which notes that 30% of respondents who suffered an ailment within the past year reported that they used a homeopathic or herbal remedy to treat it.

By 2017, according to Mintel, U.S. sales are poised to increase to $7.5 billion as more Americans become proactive about their health. Additional growth is expected to be fueled by the increased availability of homeopathic and herbal remedy products in mass retailers.

Hyland's is helping to satisfy this increased consumer demand with the introduction of such new SKUs as DEFEND Severe Cold & Flu, Hamilton adds. Packaged in individual sachets, each dose can be mixed with hot water to create a natural medicated drink that soothes such symptoms of severe cold and flu as congestion, runny nose, fever, chills and body ache. The product will be available at Rite Aid Corp. stores and other groceries and natural retailers in September 2013

"In September we will also launch our 5-Day Stress Challenge, featuring the new look for Nerve Tonic," Hamilton says. "The campaign will include valuable content to manage and relieve daily stress as well as the opportunity to win products and other giveaways from Hyland's and other great brands."

Along with new products and fresh packaging, Hyland's reinforces its position with advertising campaigns in both consumer and trade publications.

"We plan to continue to expand into new publications to reach different audiences," reports Hamilton. "Additionally, we believe in distributing samples of our products, and we are involved in several large-scale sampling programs to reach consumers directly where they live. Hyland's also has wonderful reception from its social media outlets. We are using these channels to ensure we are talking with our consumers and are hearing what they want to tell us."

Hyland's Inc.

210 West 131st St.

Los Angeles, Calif. 90061

Key contact:

Mary Borneman, Director, Corporate Communications and Public Affairs

Website: hylands.com

Phone: (424) 224-4135

Primary business:

HEALTH CARE

Homeopathic medicines

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Title Annotation:CORPORATE PROFILES: TSE 2013
Publication:Chain Drug Review
Article Type:Company overview
Date:Aug 19, 2013
Words:764
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