By Allison Tannis
It’s nothing to sneeze at. Despite mistakenly being considered minor and seasonal by many, the allergy category has steady sales in health retail. In Canada, sales of antihistamines/allergy remedies increased by three per cent to reach $222 million in 2013, according to Euromonitor International. Great potential exists by broadening the view of this category.
Sales Predictions
What is in store for 2015? Market analysts at Euromonitor International predict a two per cent increase in sales for the cough, cold and allergy categories for the next few years. However, the market demand for allergy products is affected by environmental factors such as pollen count. This makes it difficult to accurately predict category sales.
The Allergy Forecast
Dust and pet dander allergies are a consistent problem for many; in fact 10 million Americans are allergic to pet dander. However, for those who suffer from pollen allergies, can the pollen season’s severity be predicted? According to research by Utrecht University and Leiden University, higher temperatures in the spring, and the early onset of summer, increases pollen numbers for the following year.
According to Environment Canada, with the exception of Vancouver Island, this country experienced spring temperatures that were below average last year. As for the arrival of summer, parts of central Canada claim summer never arrived, while the east and west coasts enjoyed slightly above seasonal temperatures. If the University researchers were correct, the allergy pollen forecast for 2015 would be high for the west coast of Canada, and lower in central Canada.
Accurate pollen forecasts will become available from weather organizations in early spring, and can help retailers plan for the upcoming allergy season in terms of inventory and variety of products.
Reducing the symptoms of allergies
Relief from allergy symptoms goes beyond relieving stuffy noses and watery eyes, according to Toronto-based naturopathic doctor Tara Campbell.
“Toxicity causes a build up in the body that manifests as allergies…liver support, along with adrenal support helps to strengthen the whole system. A robust immune system will decrease allergy symptoms,” she says.
The strategy for a successful allergy category for Jason Gloster, owner of The Horn of Plenty, is to “provide a long term solution based on a balanced immune system, alkaline body and protected body systems…reinforcing a clean diet, lots of water and eliminating inflammatory foods while encouraging raw foods and whole foods.” He notes that retailers may want to consider including whole food and raw food products in allergy displays. By thinking outside of the typical allergy symptoms, retailers can expand their allergy category, better meet consumers’ needs and increase sales.
What to include in your allergy section
- According to Jane Greenley, Holistic Dispensary Manager at the Big Carrot, a strong allergy section would consist of about 60 per cent homeopathic products, 20 per cent herbal medicines and 20 per cent vitamins. For a more specific breakdown, consider stocking 10 per cent vitamin C, five per cent zinc, five per cent selenium, five per cent vitamin A, 10 per cent quercetin, five per cent turmeric, five per cent bromelain, 10 per cent omega-3s, 15 per cent probiotics, five per cent Echinacea, 10 per cent astragalus and 15 per cent nettle.
Vitamins A, C and E, selenium, magnesium and zinc are all well known among the average consumer for their immune system supporting abilities, especially by well-known supplement companies such as Sisu and Webber Naturals, among other brands. Some consumers seek out such immune boosting nutrients as individual supplements, while others find comfort in products specifically labeled for allergy relief or immune enhancement. Hot allergy products include quercetin, n-acetyl cysteine (NAC), plant sterols, essential fatty acids, turmeric, vitamin C and calcium, according to Gloster. At the Big Carrot, activated quercetin is attracting a lot of consumer interest, according to Greenley.
Probiotics also support immune function and prevent allergy symptoms. Sales of probiotic products in North America are expected to reach US$3.5 billion between 2010 and 2015. From chewable supplements to powders and fermented beverages such as kombucha or kefir, there are a number of probiotic products that can meet the needs of a wide diversity of consumers.
Turmeric was recently listed among the top three selling single herbs in the United States health food channel. Turmeric modulates the immune system, potentially alleviating some allergy symptoms. Some popular allergy combination supplements available include turmeric, as well as quercetin, CoQ10. Herbal medicines such as butterbur and Echinacea have a long history of offering allergy symptom relief. Echinacea sales have been growing at an annual rate of about seven per cent, according to 2010 Nielsen data.
Homeopathic product sales increased by one per cent in 2014, according to natural products distributor Purity Life. The report also noted that homeopathic products marketed to help allergy or respiratory ailments experienced a decrease in sales of 19 per cent. This decline was attributed to the exit of Ridgecrest Herbals from the Canadian market. The category leader is reported as North American Herb and Spice Oreganol 140mg, 60 count gel caps.
Omega-3 fatty acid products are known by educated consumers for their ability to beneficially impact the immune system. When creating or realigning an allergy section, retailers could broaden their product diversity by including omega-3 fatty acid capsules, liquid omega products, flax or chia seeds, or hemp products, such as the wide variety of both marine- and plant-based omega-3 options offered by Webber Naturals, as well as other brands.
Attracting the attention of new categories of consumers may help offset declining sales of omega-3 products. The Global Organization of EPA and DHA (GOED) estimates the 2013 sales of omega-3s fell to those experienced in 2011, and have continued to decline each month by 10 to 12 per cent. This decline is attributed to negative media coverage, most notoriously the study published in the Journal of the National Cancer Institute suggesting omega-3s increased prostate cancer risk.
Apples to Potatoes: The Hypoallergenic Diet
Certain foods can cause the body to respond as if it is having an allergic reaction. Commonly known allergenic foods include corn, soy, wheat, nuts, gluten and fish. Some bodies respond to the ingestion of these foods with an immune-related response that can include mucus production, headaches, fatigue and bloating. Apples, hazelnuts, stone fruits, celery, carrots and potatoes are also potential foods that can stimulate an allergic reaction. These foods share the same protein found in pollen. Bodies that react in the spring to clouds of yellow pollen find eating these foods can also trigger allergic symptoms.
Allergy Sales Beyond Food and Supplements
Expand your allergy category thinking. Consumers with allergies may also be looking for items that reduce their exposure to allergens, such as air purifiers, water filtration systems, pet wipes or pet allergen shampoos, hypoallergenic soaps, beauty products, detergents or bedding. Customers with stuffed-up noses want humidifiers and eco-friendly/recycled facial tissue. Mostly, consumers with allergies are looking for products that offer symptom relief: xylitol nasal sprays, neti pots, natural teardrops or lozenges. Expanding the diversity of products in your allergy section may help to better meet varying consumer needs. In many cases, this does not require increasing inventory, but simply savvy remerchandising, such as including allergy remedies beside eco-friendly facial tissue or air purifiers.
Tips for Seasonal Merchandizing
Order items before the season starts to ensure you have plenty of stock the moment the first patient walks in feeling ill. Current product displays may not be enough; change your displays or highlight seasonal items with big displays. If your dispensary is hard to find, pull seasonal items to the front of the store.
By pulling seasonal items to the front of the store, moving stock around, creating interesting and dynamic displays, you can enhance the in-store experience for customers and encourage them to visit your retail location more often. Consider arranging your seasonal merchandize in multiple locations, particularly in high traffic areas and window displays, as customers can miss items on their first walk through. Not sure where to start? Whether you are a small or large retailer, take advantage of merchandizing knowledge of your vendors. Lastly, if you plan on selling a new product, Greenley recommends including supporting material.
- Christine at the Big Carrot Dispensary notes that around allergy season, the company’s print and online advertising is focused on allergy-related products. She also statesthat the company features additional products that they can’t usually fit in the dispensary due to space limitations inaspecial display catered to allergy relief.
- “We group together herbal remedies, homeopathic remedies and nasal sprays. A number of our customers do look for specific types of therapies to help with their conditions, so this can make it easier for them to narrow down their selection,” she says.
The Allergy Consumer
About one in five people suffer from allergies in the United States, according to the Centers for Disease Control. The allergy category attracts consumers of all ages with the purchases of children’s products increasing over past years. Consumers are looking for products to help manage a range of symptoms, from severe reactions to simple fatigue.
Placing a product on the shelf is only part of being a health food retailer. Success lies in helping consumers understand what those products do and how to use them. Teaching consumers about allergies and ways they can reduce their symptoms increases the quality of your customer’s experience in your store. It starts with providing staff with resources so they are able to educate consumers. For moments when staff is not available, create handouts and place them in an accessible place for customers. Also, consider the booming number of online consumers, and increasing use of social media among Canadians – two in three Canadians use social media and experts expect those numbers to grow. Offer informative pieces on your store’s social media outlets or website.
Going forward, cough, cold and allergy remedies are expected to increase in Canada by a compound annual growth rate of two per cent to reach $878 million in 2018, according to Euromonitor International. Don’t sneeze at it – great potential lies within your allergy category.
Nutrients for immune system function and your immune category
- Vitamin C – antihistamine effect
- Zinc – supports lymph tissue and T-cell populations
- Selenium – required for antibody formation
- Contraindications: if you have a history of non-melanoma skin cancer.
- Vitamin A – needed for thymus and spleen health, which are locations for white and red blood cell formation
- Quercetin – may inhibit immune cells from releasing histamine
- Turmeric – anti-inflammatory and modulates the immune system
- Contraindications: have gallstones or bile duct obstruction, stomach ulcers or excess stomach acid.
- Bromelain – modulates T-cell and B-cell immune responses
- Contraindications: gastrointestinal lesion/ulcer, taking anticoagulant/blood thinner, anti-inflammatory or antibiotic.
- Omega 3 fatty acids – increase prostaglandin levels, which help control allergic manifestations by blocking mast cells.
- Probiotics – modulate immune response, improve intestinal barrier
- Echinacea – traditionally used to support the immune system
- Contraindications: taking immunosuppressants, have an autoimmune disorder or have a progressive systemic disease.
- Astragalus – traditionally used to support the immune system
- Contraindication: have an auto-immune disorder.
- Nettle – anti-inflammatory, antihistamine
Note: According to Health Canada’s Monographs for Natural Health Products, for contraindications listed above, and in some cases if pregnant or breastfeeding, prior to use consult a health care practitioner.
