FRESH FIELDS EXPANDS IN HOMEOPATHY

MICHAEL SLEZAK

ROCKVILLE, Md. -- Fresh Fields here has enlarged its homeopathy section in an effort to capitalize on growing consumer demand for natural, over-the-counter medicines.

The 14-store chain is a natural foods retailer and has units in Chicago, Philadelphia, Virginia and Maryland. Fresh Fields' product offerings have drawn an increasing number of shoppers who are more inclined to purchase homeopathy products, said Anthony Altieri, director of nutrition and body care for the chain. The products are natural preventative medicines that work similarly to vaccinations by stimulating the immune system to overcome disease, it was said.

The chain's demographics prompted Altieri's decision to expand the homeopathy section to "about 8 linear feet of space," he said. "We have picked up additional footage in the past six months. I saw a demand for [more homeopathy], an itch there that needed to be addressed," he continued. "I've also added additional products in the category." Altieri said Fresh Fields' mix includes "an extensive line of homeopathy," including blue tubes, a term for homeopathy products that cure single ailments, and homeopathic combination remedies. The products are all over-the-counter-approved by the Food and Drug Administration, he said.

At Fresh Fields, the products are merchandised alongside supplements, vitamins and herbs with the combined categories encompassing 30 to 40 linear feet. Price points for homeopathic remedies range from $3.99 to a high of $10, said Altieri. "They are profitable items. I don't think it's a secret," said Altieri. While he would not reveal the exact margins his chain makes in the category, he said they are higher than the 20% to 30% range.

The top-selling homeopathic item at Fresh Fields is Oscillococcinum, a remedy for cold and flu symptoms manufactured by Boiron, Newtown Square, Pa. "That product has a six-month seasonality, from October to March. And it is a significant generator of profits," said Altieri. Other top sellers include various blue tubes. Fresh Fields works with several manufacturers in the category, including Boiron, B&T, Bioforce of America and Highlands, said Altieri.

Oscillococcinum and other popular homeopathy products "have some representation at many mainstream supermarkets," said Altieri, but a broader mix would be more difficult for them to carry.

"I don't think it's something that would have wide success at a conventional supermarket because it is a category that needs a lot of attention," he said. "You need people in the aisle to talk to customers and at least help them. We do extensive staff training.

"The mass market would have limited success in carrying a breadth of a line, but items like Boiron's Oscillococcinum, a specific stockkeeping unit which is being promoted nationally on TV, could work, because [the ads] are doing something for you. They're your salesperson," he continued. "People are identifying [that SKU], coming in and buying it off the shelf because they've seen the product advertised before. But when you get into the esoteric, really specific products, the customer isn't going to just walk up to the shelf and say, 'I need this,' or even know where to get it."