Welcome to Fuel PR International’s Newsletter.
London has long been Europe’s go-to business hub, and has a newly exciting
independent future, with its value as one of the world’s most attractive
commercial markets proven time after time. If you are looking to launch and
build business here, your success will be driven by quality of offer, excellence
of implementation, communication impact and appeal.
Here at Fuel we work with national and international brands and companies
who want to achieve competitive positioning and stand-out, enhanced
reputation and of course increased commercial growth and success. How
can we help you?
Gillian Waddell, Managing Director
POWER PASSION ENERGY
points talking points talking points
According to Euromonitor’s Top Global Consumer Trends for 2017, being
well is just swell! Dedicated consumers are happy to pay a premium for
boutique fitness sessions, high-end athleisure wear and food with health
benefits. More and more of us are keen to flaunt our passion for wellness
– and how much it matters.
New fitness types are emerging as consumers seek to pair mental wellbeing
with physical activity, including fusion exercises such as BoxingYoga and a
trampoline studio. Consumers see wellness at the centre of their personal
identity, and lifestyle gyms are opening globally, including in the UK, to reflect
this. Wellness holidays are increasingly popular, with travel companies offering
wellness packages to appeal to our health and fitness ambitions. People want
wellness to impact on their lives – helping them eat better, improve sleep
and relaxation, feel less stressed, get fit – and, ultimately, feel just swell!
UK Online Pharmacy Builds Up
The UK accounts for 45% of Europe’s
€3 billion mail order and online non-
prescription pharmacy product sales, with OTC medicines accounting for just
over a third of the market. Companies like Boots (Walgreens Boots Alliance)
and LloydsPharmacy (Celesio McKesson) lead the way with UK pharmacy
chains driving the sector using a ‘clicks and bricks’ strategy.
Retail pharmacies have integrated online services and mobile applications
into their traditional offer to provide shoppers with greater and more rapid
access to retail brands.
The New Secret for Beautiful Skin
Customisable skincare is set for development in 2017, with people using
‘base’ products which can be tailored with active additional ingredients,
depending on individual skin needs. Next generation customisation is one
of the key formulation trends tipped by beauty experts to hit the big time.
It involves a base formula in a serum, cream or gel format, with additions
to it created for different times of the day or particular environments, such
as after exercising.
Bloggers have been the first to discover and reveal this phenomenon and,
given that 77% of UK consumers read reviews and ratings before making a
purchase, influencer recommendations are critical. Discovering the next
generation of high-end must-have secrets is the way forward for beauty
afficionados – with customisation at the forefront of current trends.
Consumers are increasingly obsessed with ingredients
across most categories – and the Hair and Beauty
market is no exception. Whilst products
containing natural ingredients continue to
grow, the ‘natural look’ is becoming more
important. Statistics show that over a third
(35%) of UK women rate highly hashtags
such as #nomakeup, #naturalmakeup and
#wokeuplikethis, compared to 30% two
years ago. In Haircare, women are
letting their hair grow longer, with
38% increasing length by 2.7 times
in 2016 compared with 2012.
This trend opens the door for new
products specifically developed
for women with long hair,
especially cleansing and
National shares of Europe’s mail order and
online pharmacy market for non-prescription
products worth almost
€3 bn in 2015
(Source - James Dudley Management)
playing the field
Gillian Waddell reports “Just before Valentine’s Day we surveyed 1,000 people
in a relationship, and found that only 1/5 thought it was a ‘special time to
share the love’ and that they would be likely to make love with a partner.
We concluded that there’s a fundamental disconnect between brands selling
love solutions – and reality.
“It’s easy for brands to disconnect from shoppers. We ‘play the field’ by
helping businesses gather fast answers to pressing questions which helps
them with customer-focused insights, as well as compelling call to action
marketing and PR strategies. By using carefully crafted online research, we
hit hard and accurately – best of all, we get a story to tell, creating a genuine
point of difference for clients.”
Breakthrough Fitness Concept
999fitnessresponse is an exciting new initiative to be piloted and launched
in the UK during 2017. It’s objective is to spearhead the transformation of
fitness and health among the UK’s Emergency Services as a clear and direct
response to the Department of Health’s recent call to action for the Fitness
Industry to step up to the plate.
999fitnessresponse is about educating and motivating the UK’s Emergency
Services to reach best practice fitness levels and maintain them. Brainchild
of Gillian Waddell, 999fitnessresponse will work with forward-thinking fitness
and health companies, brands and influencers to bring this breakthrough
concept to life.
If you are looking to launch in the UK, you will need to ensure your
products are compliant. For food supplements we can offer practical advice
on labelling compliance, create legal yet convincing health benefit claims to
maximize authorised health claims for your products and ensure ingredients
meet UK & EU requirements. For Cosmetics we can review product
formulations for EU compliance, offer
guidance on product testing with third
party laboratories, advise on safety
assessments, assist with production of
Product Information File, provide
central portal notification, act as your
Responsible Person in the UK/EU and
advise on label compliance.
For more information contact Gillian Waddell, at Fuel PR
on +44 (0)20 7498 8211 or on +44 (0)7831 411661
In The Park
A new fitness phenomenon is set to hit the UK’s parks in 2017, when
thousands of women, friends, family and kids get glowing over 5km. Glow
in the Park has been designed for people of all ages and fitness levels to
enjoy the ultimate workout night-out. All you need is an urge to get your
funky, messy party glow on and have the best night ever – while getting fit!
Glow in the Park is the place to be – and perfect brand partnership material.
UK Retail Environment
Establishing broad consumer acceptance of sports nutrition is one of the category’s key challenges, with products
presented as more consumer friendly than has historically been the case. Traditionally, most sports supplements
have been bought in gyms or online, but this is changing. Holland & Barrett has the largest share of the UK retail
high street with 15% share. The major supermarkets are mounting a significant challenge, with Tesco in the lead
at 12%. Independent pharmacies are gaining traction, now accounting for around 5% of the category. Specialist,
upmarket niche retailers such as Wholefoods, Planet Organic, Revital and Nutricentre continue to position themselves
as ‘go-to’ sports nutrition stockists and collectively own around 14% of the category.
fuel adds power
Fuel has a great history of brand building in the UK and extending into Europe. We talent spot brands from the US
and around the world, to help to develop a platform for UK, European and global growth. Our Regulatory Director
can help you manage regulatory processes across categories, ensuring a smooth and optimized market entry.
We can provide you with a range of services, including developing marketing and PR programmes, working with
leading opinion leaders including scientists, academics, brand ambassadors and celebrities to add weight to brand
credibility. We are very experienced in providing communications materials, including White Papers, technical and
educational tools for both trade and consumer audiences. We also help to define retail and channel strategies.
We act as the central hub for communications to all target audiences.
Fuel’s Distribution Partner and Sister Company
Vital Life distributes premium quality health, beauty and lifestyle products. It focuses on high profile brand-building
programmes to differentiate products, drive rate of sale and enhance brand reputation. Vital Life works with
customers to increase commercial growth and business success.
Call for more information on +44 (0)20 7720 1441 and visit www.vital-life.org.uk
I N T E R N A T I O N A L