MMR: Mass Market Retailers, October 1, 2018

Natures Truth Optimizes Its Assortment a d v e r t o r i a l The Natures Truth brand prides itself on fueling category growth by being a leader in new product innovation By delivering product expansion not duplication we have become a dominant growth driver in the VMS category and a leading innovator in wellness says Kimberly Vigliante senior vice president of sales and marketing at Piping Rock Health Products which established the Natures Truth brand in 2014 We use carefully cultivated proprietary data to determine emerging trends to better meet our consumers ever changing needs Through this research we know that consumers are taking a more holistic approach to their wellness routine They are customizing their own condition specific formulations using individual ingredient based supplements which target their specific needs At Natures Truth we capitalize on these consumer demands identify emerging trends and identify the hot products that will drive incremental sales opportunities One of the trends identified in the NMI 2018 Supplements Study involves the emergence of the Millennial shopper Millennials are now spending more on nutritional supplements across all channels than all other generations according to the study Today consumers are more educated about the products they are using Vigliante points out which has led to younger generations taking a proactive approach to their overall wellness goals This has led to a rapid expansion of the category and a shift in focus from a treatment regimen to a routine that focuses on self care Whether they are geared toward self care or as a preventative measure consumers are walking into stores knowing the exact ingredients that will best help them meet their needs When they dont find these items in store they turn to online markets where price is a much larger factor in their decision This shift is why retailers with a breadth of selection in their wellness aisles are seeing a greater share of growth in their category Retailers that are optimizing their assortment by minimizing duplication and providing top selling items alongside unique and differentiated SKUs are seeing the benefits in their sales numbers At Natures Truth we work closely with each retailer to optimize their assortment and provide them with the latest trending products consumers are looking for Vigliante says For example with our 100 aromatherapy line we provide current users with the opportunity to expand upon their wellness routine while driving new users to the category Citing Nielsen data for the 13 weeks ended August 11 Vigliante notes that the collagen and melatonin segments are growing by double digits To support this growing trend weve launched an unflavored Collagen Powder which is extremely versatile and a delicious Melatonin Liquid she says By bringing these types of items into the category and introducing niche herbs like Hemp Seed Oil and Elderberry Extract to shelves we are providing customers with a comprehensive shopping experience that focuses on overall wellness At Natures Truth we are dedicated to breaking through the clutter and targeting new users with the products theyre looking for Instead of clogging up the shelves with duplicate items we deliver product expansion by offering new innovative products that expand consumers wellness choices Along with our Wellness 360 approach to the category over 50 of our product line features unique and differentiated items more than other Broadline brands This helps retailers maximize their shelf space and productivity driving incremental sales and fueling category growth Piping Rock Health Products 2120 Smithtown Ave Ronkonkoma N Y 11779 800 544 1925 naturestruthproducts com Key contact Kimberly Vigliante Senior Vice President Sales and Marketing