| A Brand Favored by Muscle Men Wants to Appeal to More Women |
|
Women are more likely to take action against the growing threat of climate change than men, a new report has revealed. SALES of vitamins and minerals are projected to grow more than 6 percent this year — to $11.2 billion, from $10.6 billion in 2008 — according to Mintel, a market research firm, and that bump may come not in spite of the economic downturn, but because of it. “Economy-conscious consumers concerned with avoiding illness, and thus avoiding sick days, turn to supplements to maintain good health,” Mintel wrote in a recent report. “People tend to take better care of themselves when there are tough economic conditions,” said Joe Fortunato, chief executive of GNC, the vitamin and supplement retailer. A healthy diet, exercise and supplements “are a way to reduce health care costs down the road,” Mr. Fortunato said. Revenue at GNC increased 2.5 percent in the first six months of 2009 over the same period a year ago, to $872 million from $851 million. Now GNC is hoping to reach a broader audience with a new advertising campaign focusing on women, whom the company acknowledges it has been less successful in reaching than men striving to build muscles. Ads for a new line of products for women called Wellbeing are beginning to appear in magazines including Self, Glamour, Yoga Journal and O, the Oprah Magazine, the first time GNC has placed ads in some of those women’s titles. Mintel said that “a dominant trend in the marketing of vitamins and minerals is advertising that spotlights gender-specific goals,” reporting that products for women have grown the most sharply, with 86 “female-related” supplements introduced in 2008, more than double the 36 in 2007. |
