It's a low-carb world.
Not only have new low-carb diet products claimed the space once occupied by ephedra, but low-carb also is wrestling space away from other diet-in-a-bottle products on drug store shelves. And some chain drug retailers are creating secondary low-carb placements in their power aisles--the shelves that see the most foot traffic in the store.
As the low-carb trend becomes more entrenched in the American lifestyle, it comes as no surprise that drug store operators are capitalizing on the craze with strategic secondary placements in high-impact locations.
In a Midtown Manhattan store, CVS created a prominent secondary sitting for low carb with an Atkinsonly, 8-foot section located adjacent to Valentine's Day merchandise. For dieters tempted by a wall of chocolate, there s a friendly reminder that low-carb alternatives are still handy.
And Walgreens has placed a selection of low-carb items directly across the entranceway, which means an 8-foot section spliced in-line on a beauty aisle in a prototypical store in Milltown, N.J. The product selection ranges from Atkins low-carb chips and breakfast bars to Keto's mashed potato substitute mix, Slim Fast s new low-carb bars and shakes and Powerbar's Pria CarbSelect bars.
A low-carb endcap is the first thing customers see upon entering Walgreens' new Manhattan store at the corner of 23rdStreet and Park Avenue.
"[Low-carb dieting] is more than a consumer fad," suggested Michiel Kruyt, vice president of marketing at Slim Fast. It clearly has been a trend that is transforming the food industry.
Slim Fast launched its low-carb line last month, enlisting Whoopi Goldberg as its celebrity spokeswoman. All Wal-Mart stores hosted a special consumer outreach program Jan. 10 to drive the new diet plan. Similar programs will debut at other national chains in the coming months, Kruyt said.
PowerBar last month also began shipping its new Pria CarbSelect bars for women and Protein-Plus CarbSelect bars for men.
New brands--new to the drug channel, at least-also are seeping into the mix. Walgreens has added Keto, traditionally a specialty channel supplier that specializes in low-carb fare, to its low-carb mix.
Low-carb goes South?
Although "Atkins for Life currently ranks No, 7 on The New York Times' list of best-selling hardcover advice books and two other Atkins-themed self-help books dominate paperback sales, a number of new diet crazes also are climbing the best-selling book charts.
"The South Beach Diet" by Arthur Agatston has been on the Times" hardcover list for the better part of a year now and ranked No. 1 as of Jan. 25.
Dr. Phil McGraw--the psychologist and daytime talk show host--has penned a weight-loss self-help book that, in just 16 weeks on ,the shelf, had climbed to No. 3 on The New York Times list. The book, "The Ultimate Weight Solution," can be found in Duane Reade as part of a free-standing cardb, oard display merchandised alongside McGraw s Shape Up! OTC products, which include shake mixes, bars and pills.
And although there currently are no diet products tailored specifically to the South Beach diet, every indication is that one can't be far behind. Agatston himself has advised South Beach diet converts to supplement the diet with a multivitamin, an omega-3 supplement and a fiber supplement.
Other diets growing in popularity are the Protein Power plan, which has been paired with Pentabosol, an As Seen On TV supplement line, and the Sugar Busters! diet, which features Boudreaux's Foods line of pastas, breads, cookie mixes and dressings.
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