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JEFFGREGORI
CONSUMERDRIVENHEALTHCARE
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WHATYOUWILLHEARFROMUS
1HealthandWellnessintheU.S.
2ADiabetesUpdateTotalStoreOpportunity
3TheHypertensionConsumer
DevelopingYourPlaybook
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TODAY’SCONSUMERMINDSET….ANOUNCEOFPREVENTIONISWORTHAPOUNDOFCUREU.S.Consumers…
Source:Q870:Inatypicalweek,onhowmanydaysdoyoudovigorousphysicalexercise?;Q885:Whichofthefollowingdescribes yourapproachtoeating?
Exercise,onaverage,3daysaweek
63%aretryingtoeathealthier
45%readfoodlabelstomakehealthierchoices
49%areconsciouslyeatingmorefruitsandvegetables
68%havegottenhealthinformationonline
85%haveseenadoctoratleastonce
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FOCUSON“HEALTH”
DRIVERSOFCHANGE
ABUNDANCEOFTECHNOLOGY&INFORMATION
ANAGINGPOPULATION
THEPREVALENCEOFCHRONICDISEASE
THEDESIREFORMORE“SELFCARE”
HIGHDEDUCTIBLES
ANDTHERISINGCOSTOF
HEALTHCARE
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INDUSTRYCONVERGENCEAROUNDHEALTHOUTCOMES
UNSUSTAINABLEHEALTHCARE
COSTS
Employers,insurers,consumersandgovernmentcannotsustaincosttrend
CHANGINGWAYSTOPAY
Hospitalsanddoctorsarebeingpaidforqualityofoutcomesvsvolumeofvisits
NEWDEFINITIONSOF
“HEALTH”
Prevention,wellness,nutrition,fitnessareallpartofhealthyoutcomes
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FEWNON-FOODSECTORSHAVEDRIVENMOREGROWTHATRETAILTHANHEALTHCARE
Source:NielsenAnswers,TotalU.S.– AllOutletsCombined(plusConvenience),52-weeksending09/26/2015versus4-yearsago,UPC-coded
$8.4
$6.3
$3.6 $3.2 $3.1$1.7 $1.5
$(2.0)
AlcoholicBeverages
HealthCare Tobacco&Alternatives
PersonalCare
HouseholdCare
PetCare BeautyCare GeneralMerchandise
Changein$Sales(billions)from2011
+$27.7
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RETAILERSACROSSALLCHANNELSAREUSINGH&WASAGROWTHSTRATEGY
Prioritizinghealthyfoodsandbetter-for-youbrandsincenterstore
Emphasizingfreshandperishablefoodsaroundtheperimeterofthestore
Trainingassociatesandusingdieticianstobemoreknowledgeableonhealthyproducts
Focusonspecifichealthcategories(i.e.Allergy,Vitamins,Beauty)
Focusonaspecificailmentsufferer(i.e.Diabetics)oroldershoppers
Increasedhealthcarerelatedserviceslikeviaretailclinics
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THEBIGGESTFOODMANUFACTURERSARESTRATEGICALLYFOCUSEDONH&WTheyarefocusingonproducttransparencyandmakingchangestotheirproductportfolio
Reducingsugarandremovedartificialcolors/flavorsfrombrands
Removingundesirableingredientslikeartificialpreservativesanddyes
Usingsimple,easytoreadingredientsandsustainableingredientsourcing
Creatingorganicandnaturaloptionstoexistingbrands
StartingVentureCapitalFundstoidentifyupandcomingbrands
Acquiringdisruptivehealth&wellnessbrands
CONNECTINGTHETOTALSTOREADiabetesUpdate
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WHATAREWESUFFERINGFROM?
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FOCUSONTHEMOSTPRODUCTIVECONDITIONSDIABETICSSPENDMORETHAN30%MOREONOTC,WHATABOUTSUFFERERSOFHYPERTENSION?
Source:NielsenHealthSurvey2015,*OTC$PERHHAMONGSUFFERERGROUPDIVIDEDBYTOTALOTC$PERHH*100,52WEEKSENDINGJUNE2015
17%
21%
22%
23%
24%
27%
31%
32%
34%
37%
INSOMNIA
ANXIETY&DEPRESSION
JOINT/NECK/BACKPAIN
HEADACHE
CHOLESTEROL
OBESITY
ACIDREFLUX
IMPERFECTVISION
HYPERTENSION
ALLERGY 119
117
116
123
115
124
108
113
114
120
%USHH’sWITHSUFFERER
OTC$SPENDINDEX*
7%
7%
8%
9%
11%
13%
13%
14%
14%
16%
LACTOSEINTOLERANCE
OVERACTIVEBLADDER
DRYEYE
MENOPAUSE
ASTHMA
SKIN- NONACNE
ACNE
TYPEIIDIABETES
MUSCLEPAINSPASMS
OSTEOARTHRITIS 129
117
135
109
115
122
129
136
148
%USHH’sWITHSUFFERER
OTC$SPENDINDEX*
123
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DIABETICCHALLENGESOFTENEXTENDBEYONDJUSTBLOODTESTING
Source:NielsenDiabetesSurvey2015,Q5.Whichofthefollowingotherconditionsorrelatedconcerns(ifany),doyoucurrentlysufferfromand/orconsiderinrelationtomanagingyourdiabetes?Pleaseselectallthatapply
63% 60%
40% 39% 35% 37%
16% 28%
17% 28%
18% 24%
Diagnosedlessthan2yearsago Diagnosed5+yearsago
WeightcontrolStayingfitorinshapeMaintaininghealthycholesterollevelsNervedamageMaintaininghealthyfeet/limbsEyediseaseorcomplications/Visualimpairment
TYPEIIDIABETESPATIENT’SMOSTCHALLENGINGASPECTOFMANAGINGDIABETES
Morethan1in5claimNerveDamage,Limband/orEyeIssuesafter5years
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RETAILERSHAVEUPSIDEACROSSTHETOTALSTORE
$/HHversusYAGrowthorDeclineRelativetoTotalUSTrendsSource:NielsenDiabetesSurvey;NielsenHomescan AllOutlets52W/E12/26/15vsYA
FreshStrawberriesPrecutFreshSalad
MixSugar/SugarSubstitutesFreshCarrotsFreshOnions
RefrigeratedJuice&DrinksCandy
IceCreamPuddings/DessertsDairy
FrozenNoveltiesMilk
CategorieswithhighlevelsofdeclinesafterDiabetesdiagnosis
CategorieswithhighlevelsofgrowthafterDiabetesdiagnosis
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LEADINGFOODMANUFACTURERSALSOBEGINNINGTOFOCUSONDISEASEPOPULATIONSKraftusesthemesofhealthandtheirproductstoeducateandgrowbaskets
Source:http://www.kraftrecipes.com/healthy-living-ideas/diabetes-center.aspx-May2016
Sharedmealplanningtoolstofitintobusy,yethealthy,lifestyles.
Encouragedhealthyeatingandfitness,outsideofproducts.
Utilizedstrongcreative.
UTILIZEDONLINETOOLSANDPRODUCTLINESTOSUPPORTSUFFERERS
KraftWebsitehighlightedproductsasameanstosupport
recovery
OnlineToolssupportingawareness,educationandtoolstomanageconditions
THEHYPERTENSIONCONSUMER
DevelopingYourPlaybook
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TAKINGAHOLISTICAPPROACH
WHATTHEYEAT
HOWTHEYTREAT
WHO/WHATINFLUENCESTHEM
WHERE/HOWTHEYSEEKCARE
Foodpurchasingbehaviors
RetailpreferencesBrandloyalty
EconomicfactorsInsurancepremiumsAilmentpreventionAilmentmanagementMediainfluencers
Doctorrecommendations
SocialcausesSustainability
DoctorsHospital
RetailclinicsSelf-diagnosing
RxOTC
PersonalCareSupplements
Exercise/MentalWellness
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About70million Americanadults(29%)havehighbloodpressure—that’s1ofevery3 adults.1
Onlyabouthalf(52%) ofpeoplewithhighbloodpressurehavetheirconditionundercontrol.1Half
Highbloodpressurecoststhenation$46billioneachyear.Thistotalincludesthecostofhealthcareservices,medicationstotreathighbloodpressure,andmisseddaysofwork.2
Reducingtheamountofsodiumfrom3,400milligrams(mg)to2,300mgperday—mayreducecasesofhighbloodpressureby11million andsave18billionhealthcaredollarseveryyear.4
HYPERTENSIONINTHEU.S.
1.Nwankwo T,YoonSS,BurtV,Gu Q.HypertensionamongadultsintheUS:NationalHealthandNutritionExaminationSurvey,2011-2012.NCHSDataBrief,No.133.Hyattsville,MD:NationalCenterforHealthStatistics,CentersforDiseaseControlandPrevention,USDept ofHealthandHumanServices,2013.2. Mozzafarian D,BenjaminEJ,GoAS,etal.HeartDiseaseandStrokeStatistics-2015Update:areportfromtheAmericanHeartAssociation.Circulation.2015;e29-3224.Palar K,SturmR.PotentialsocietalsavingsfromreducedsodiumconsumptionintheU.S.adultpopulation.AmJHealthPromot.2009;24:49–57
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KNOWTHERISKFACTORS
Source:www.heart.org,UnderstandingYourRiskForHighBloodPressure
FAMILYHISTORY
IfparentsorclosebloodrelativeshaveHBP,youaremorelikelytodevelopit
ADVANCEDAGE
Bloodvesselsloseflexibilityasweage
LACKOFPHYSICALACTIVITY
ThemoreinactiveyouarethemoreatriskyouaretoHBP
POORDIET
Especiallytoomuchsalt
whichkeepsexcessfluidintheblood
leadingtoHBP
OBESITY
About2/3rd’sofadultsareobeseand1in3children.Subtract500
caloriesperdayfromyourdiet
asastart
TOOMUCHALCOHOL
NoMorethan2drinksadayformenormorethanoneforwomen
OtherFactors IncludeStress,SmokingandSleepApnea
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ShopperIndex
%ofUSHHs
TotalHypertension
LowerIncome 28 111MiddleIncome 33 101UpperIncome
40 91AgeUnder44 41 44Age45-54 18 97Ages55- 64 16 13265+ 14 166Caucasian 76 101
Hispanic 13 78African-American 12 123
WHOSUFFERSFROMHYPERTENSION?
Source:NielsenHealthSurvey,2016IncomeDefinitionsLower=<$29.9K,Mid=$30Kto$69.9K,UpperIncome=>$70K
ü Reallyeveryoneatsomelevelcansuffer
Butparticularly…ü LowerIncomeü Boomers&GreatestGenü African-American
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AILMENTSTENDTOBUILDONONEANOTHER….
Source:HealthcareSurvey2016Index=%ofHypertensionHH’sAlsoSufferingFromAilmentDividedBy%ofUSHouseholdsSufferingFromAilment
ü Co-morbidityisaseriousissue
ü Strugglew/Exercise– LessthanOncePerWeek/Rarely(123)
ü SeriousinterestinHeartHealth(170)
ü MetwithHealthCounselorinpast12months(129)
Co-morbidityAmongHypertensionSufferers
HEARTDISEASE239
EYEDISEASE190
SLEEPLESSNESS135
OBESITY/OVERWEIGHT154
DIABETESTYPEII201
ACIDREFLUX136
JOINT/NECK/BACKPAIN151
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HYPERTENSIONCANAFFECTANYONE,EVENREALLYHEALTHYPEOPLE
Source:NielsenHealthSurveyandNMIH&WSegmentation,TotalU.S.– 52weeksending07/02/16
WELLBEINGS®
18%
FOODACTIVES®
9%
MAGICBULLETS®
36%
FENCESITTERS®20%
EAT,DRINK&BEMERRYS®
17%
MosthealthProactive
MarketInfluencers
HighestOrganicUsage
DesireInherentlyHealthyFood
ValuebalanceAncontrol
PriceSensitive
ConvenientlyHealthy
WeightManagers
LeastlikelyToCookatHome
HealthyWannabe
NoClearGoals
HighSocialMediaUsage
LeastHealthActive
FocusedonTaste
MostPriceDriven
%OFHYPERTENSIONSUFFERERS
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ALMOSTALLHYPERTENSIONSUFFERERSTREATWITHRX*
Copyright2016NMI(NaturalMarketingInstitute).Allrightsreserved.*92%ofHypertensionSufferersuseRxtotreattheircondition
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BUTHYPERTENSIONRX $HAVESOFTENED
Source:IMSMATMAY2016
-10%
+1%
ü Patentexpirations&genericslowering$
ü MitigateRxdeclinewithFront-EndHeartHealthAssortment
ü Supplements(COQ10s,Fish&KrillOil,Omega3s,Cholesterol)
HYPERTENSIONRXMARKET
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BUILDBASKETSANDMARGINBEYONDTHETEST
Source:NielsenHomescan– 52weeksending6/25/16- Nielsen2016HealthCareSurveyAVGUNITPRICENielsenAnswersonDemandScantrack 52w/e5/18/16AVGCONVERSIONACROSSMAJORDRUG,FOOD&MASSRETAILERS52wQ116
$INDEX
AVGUNITPRICE
TOPHEALTHCATEGORIESAMONGDIABETICTYPEII
RETALERBUYER
CONVERSION*
Opportunitytodrivelargerbasketsandconvertmoreshoppers
1 ENEMAS 129 $2.82 362 SUNBURN AIDS 118 $6.03 293 ANTACIDS 117 $7.72 39
4 ADULT INCONTINENCE 114 $10.20 42
5 BLOOD TESTPRODUCTS 114 $17.36 36
6 DIURETICREMEDIES 113 $6.06 37
7 SLEEPING AIDS 112 $6.86 34
8 CONTACTLENSSOLUTION 111 $8.08 39
9 DAIRYDIGESTIVE AIDS 111 $9.53 34
10MOTIONSICKNESSPREVENT 111 $5.49 36
$INDEXAVGUNITPRICE
TOPOTCCATEGORIESAMONGHYPERTENSION
SUFFERERS
AVGRETAILBUYER
CONVERSION
ü ThinkbeyondBloodTestKits&Diuretics
ü DigestiveHealth&AdultIncontinencearekeyanchors
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6257
52514846
4134
2513
LowsugarLowfat
Freeofhighfructose…Vitamins/Minerals…
NaturalFreeofArtificial…
Hormone/AntibioticFreeNon-GMO
OrganicGrainFree/GlutenFree
AmongHypertensionSufferers,whichofthefollowingfoodattributesareimportanttoyou?
Source:NielsenHealthcareSurveyAttributeresponsecombines“veryImportant”or“somewhatimportant”
• Productslowinsugar,fatfructoseandsaltaremoreimportantthan“organic”and“freeof“among
WHATABOUTFOOD?
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MANAGINGSALTANDSODIUMISKEYCHALLENGEFORHYPERTENSIONSUFFERERS
Source:AODNielsenHomescan,TotalU.S.xAOC – 52weeksending7/02/16Total$Salesand%changeversusyearagoreflectsTotalCPGSalesByHealthClaim,()=%ofTotalCPG$accountedfor bytheTop10categoriesBOLD– Topcategories
• LowSaltorNoSaltitemsaregrowingFASTERthanitemswithout
• “LowSalt”isthedominantclaim,butNoSaltislargeandgrowing
• Areyoumakingiteasyforshopperstofindtheseitems?
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29
61
2731
2 4 1
39
62
37
46
9
30
3
-
10
20
30
40
50
60
70
TOTALB&M GROCERY MASS CLUB DOLLAR DRUG C-STORE
%AssociationbyChannel
SUPERMARKETH&W INITIATIVESHAVERESONATEDWITHSHOPPERS
Source:NielsenStoreChoiceDriversNationalReport:2016
B&MAVG
B&MAVG
HelpsMeLiveAHealthyLifestyle
OffersGoodSelectionofNatural&Organic
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COMPANYENGAGEMENTWITHHYPERTENSION
CHARITABLEDONATIONS/GRANTS
FREECLINICS,SCREENING,COACHING
FREEBLOODPRESSUREMEDICINE
HEALTHYFOODSHELFTAGS
ONLINEINFORMATION/RESOURCES
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KEEPINGITSIMPLEFORHYPERTENSIONSUFFERERS
Awards $1.5 million in community health grants to increase access to
quality care and support chronic disease management
Rite Aid’s “Be Rite” shelf tags, foods with this icon are identified as heart
healthy (low sodium, fat, etc)
Some retailers even offer free blood pressure medicine (Lisinopril)
Online information around hypertension and offer screening,
counseling/coaching
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BETTERLABELINGISONTHEWAY
U.S.FoodandDrugAdministrationProtectingandPromoting Your Health
OriginalvsNewLabel
HighlightsoftheFinalNutritionFactsLabel
1. FeaturesaNewRefreshedDesign
2.ReflectsUpdatedInformationaboutNutritionScience
3. UpdatesServingSizesandLabelingRequirementsforCertainPackageSizes
CLOSINGTHOUGHTS
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CLOSINGTHOUGHTS
ü DevelopamorepersonalizedHypertensionProgramwithdistinctionsbyhighriskgroups
ü MostcommoninAfrican-American,LowerIncome&Boomersbutreallyanyonecanbeatrisk
ü Insomecases,Hypertensionispreventable withfundamentallifestylechangesincludingabalanceddietandexercise
ü Therearemanystrongindicationsconsumersaregettingbetterathypertensionprevention!
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ESSENTIALELEMENTSOFAWELL-INFORMEDCUSTOMERSTRATEGY
ü Ifpossible,buildaholisticvaluepropositionspeakingtoPreventionANDTreatment
ü Ifyoudonothave“credibility”intheH&Wspace,partnerwiththosewhohave(i.e.WebMD,Caregivers.com)
ü Hypertensionislogicalspaceformoreeffectivehealthcareindustrycollaboration– expectmoreconvergence
Q&A
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STAYCONNECTED
[email protected] [email protected]/pub/jeffrey-gregori/4/884/272/Edit
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#NACDS
CVS awarding grants to organizations managing hypertension and other chronic diseases:• This is for various organizations and various implementation (for PA
•https://cvshealth.com/newsroom/press-releases/cvs-health-foundation-awards-15-million-community-health-grants-increase•http://www.drugstorenews.com/article/cvs-health-ceo-and-chief-medical-officer-talk-new-models-patient-care-ahip-expo
•Rite Aid Health Alliance- RA offers coaching, screenings, etc for people with hypertension (among other diseases)
•http://www.healthdialog.com/solutions/rite-aid-health-alliance
•Rite Aid “Be Rite” is the in store shelf tags which identify products that fit wellness needs, also online recipes using these items
•https://shop.riteaid.com/info/be-rite
•Some Food retailers offering free medication programs for Lisinopril (high blood pressure med)- Giant Eagle, Publix
•https://www.gianteagle.com/About/Press-Room/Giant-Eagle-Becomes-First-Area-Retailer-to-Offer-Free-Blood-Pressure-Medications-/
•A lot of the Drug retailers offer Online resources on treatments for High Blood Pressure•http://health.cvs.com/GetContent.aspx?token=f75979d3-9c7c-4b16-af56-3e122a3f19e3&chunkiid=11764
Walgreens – offers screening and counseling
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AmericanHeartAssociation
MentionsSprintanduseofcheckoutdonations
http://newsroom.heart.org/news/nationwide-retailers-supporting-heart-health-through-american-heart-association-point-of-purchase-fundraising-campaign
Fitbit – tryingtopositionthemselvestobedigitalhealthpartner,workingtowardsmorewearablediagnostics integratingmorewithhealthcareecosystem(butlittledevelopmentonthisbesidesclaimingitastheirfuturepositioning)
Walktotakecontrolofyourhearthealth– attempttoencouragetrackingactivitylevel,sleepandnutruion tohaveapositiveimpactontheirhealthandwell-beingwhichmayalsobenefitthoselivingwithchronicdiseases
“FitForGood”– anyonewithafitbit accountinAustraliacancontributestepstowardsadonationgoal
https://investor.fitbit.com/press/press-releases/press-release-details/2016/Fitbit-to-Donate-100K-to-The-Heart-Foundation-with-FitForGood-Campaign/default.aspx
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• Hy-Vee– Usingelectronicnutritionrecordtosupportsupermarketregistereddietitions “ConnectandCoach”.ThisisthruPHRQLandlookslikeitisamonthlyfeepurchasedthruthedietitian• http://www.progressivegrocer.com/node/68300
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TOTALDRUGXAOC $SHARE
DOLLARVOL
%CHG
INDEPDRUG>$500KXAOC $SHARE
DOLLARVOL
%CHG
GROCERY>$2MMXAOC $SHARE
DOLLARVOL
%CHG
VALUECHANNELXAOC $SHARE
DOLLARVOL
%CHG
OTC($31B) 37.5 0.9 3.5 0.0 18.9 2.9 43.6 3.0BEAUTY+PERSONALCARE($56B)
28.3 1.4 2.1 (1.2) 17.5 3.2 54.3 2.8
FOOD&BEV($464B) 3.1 0.6 0.3 8.1 60.5 1.3 36.5 1.7
NONFOOD($79B) 8.3 (5.1) 0.7 (2.1) 32.2 1.5 59.5 3.2
GM($45B)6.2 (3.3) 0.6 (1.8) 12.4 (1.1) 81.4 (2.1)
DRUGISLOSING$SHAREINOTCANDFOOD
Source:NielsenScantrack - TotalUS52weeksending7/2/16TotalOTCLineincludesPrivateBrandWithinTherapeuticClassofMedicationsOnlyValuechannel=BJs,Sams,Walmart,Target,Kmart,Familydollar,DollarGeneral,Military
