Atrium selling products to Couche-tardCouche-Tard tries to energize sales
Launches new line of supplements; But safety of 'natural products' questioned
ALLISON LAMPERT, The Gazette
Published: Thursday, March 13
The billion-dollar natural supplements craze has spread from the pharmacy to the dépanneur.
Alimentation Couche-Tard Inc., North America's third-largest convenience store operator, launched a new line of capsules yesterday, offering "100-per-cent natural" help for everything from low libido to high stress and hangovers.
The Énergie brand capsules - Couche-Tard sells energy drinks under the same name - are only being sold in the company's Quebec stores.
It's the first time in Canada that (convenience stores) are selling natural products in individual formats," said Chantale Sajo, marketing director for Couche-Tard's division in Eastern Canada.
In Canada, retail sales of natural health products are expected to rise to $2.75 billion in 2010, up from $2.5 billion in 2005, an industry report shows. In Quebec, the industry segment is worth about $350 million, Sajo said.
And with Couche-Tard stock losing 18 per cent of its value this year - shares dropped 27 cents yesterday to close at $14.95 in Toronto trading - the company is hungry for sales.
But consumer and health advocates have long warned that so-called "natural products" aren't necessarily safe.
Although the Couche-Tard supplements contain warnings about their usage, critics question the implication of selling these products at dépanneurs where there is no health practitioner on site to answer questions about side-effects.
"I find it worrisome, the fact that people can buy these capsules like candy from the dépanneur," said Nathalie Jobin, director of nutrition and scientific affairs at Extenso, a health and nutrition think tank based at the Université de Montréal. "It's not because these products are natural, that they are safe. Cocaine is 100 per cent natural."
Guarana, an ingredient used in one supplement, is "caffeine packed," said Stéphanie Poulin, legal director for consumer advocacy group Option Consommateur.
"One of the first things people should know is there are certain contraindications to using natural products," Poulin said.
The marketing of natural health products is the latest campaign aimed at young adults, following the craze for energy drinks - the fastest-growing segment of the soft drinks market. Couche-Tard has sold 2 million cans of energy drinks in Quebec since launching its "Énergie" line in 2006, Sajo said.
Like energy drinks, the supplements, which are sold under names like "Boost" and "X-Cite," are being marketed to young adults, age 18 and up.
But with their flashy packaging, Jobin said she suspects they would also strongly appeal to teenagers.
She also questioned the legitimacy of marketing capsules to promote sexual desire and performance in women and men.
When asked about the efficacy of the products, Sajo referred a reporter to a spokesperson for Atrium Innovations, the company that produced the products.
The company couldn't be reached for comment.
Jobin said she wasn't aware of any studies showing a conclusive link between ingredients like Damiana powder and improved sex drive.
"The message is that for each small problem, we have a quick solution," Jobin said.
"I find we are trivializing these conditions.
alampert@thegazette.canwest.com