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First Quality is on a mission to make things better for today’s retailers and consumers while protecting the environment for future generations. A leader in private label manufacturing, First Quality produces adult incontinence products, baby diapers, training and youth pants, menstrual pads, baby wipes, and household paper and tissue products. The editors of Chain Drug Review recently spoke with Sima Delafraz, chief commercial officer at First Quality, about her company’s ongoing focus on private label products and incontinence care category trends.
Q: How is First Quality innovating for private label customers?
DELAFRAZ: Our focus is on delivering innovations that improve product quality and affordability without ever sacrificing performance. This starts with a deep understanding of consumers’ needs at every age and stage. Recently, we partnered with a leading market research provider to develop a customized research platform called MTB-Insider: A First Quality Consumer Insights Community. The name “MTB-Insider” is a nod to our company’s mission to always Make Things Better. As a research community, it enables us to gather feedback from consumers on topics related to the categories we support and the products we manufacture — not only our own brands but also our customers’ private label brands. It’s exciting because it creates a continuous conversation with consumers to get crucial input on products and ideas in real time, while also testing new ideas in an agile and efficient way.
Q: What consumer trends do you see affecting the adult incontinence market?
DELAFRAZ: One of the biggest factors shaping the market is the growing number of people choosing to age at home instead of moving into a professional health care facility. This means family caregivers are taking on more health care responsibilities in the home. According to the Caregiver Action Network, tens of millions of Americans perform essential health care services for their loved ones each year. For many, this includes helping a family member manage incontinence. Pharmacies can help caregivers by providing the products they need for their loved ones as well as educational support on incontinence care. This is one reason First Quality invests in our clinical support services, which provide consumers with round-the-clock access to our team of licensed nurses who can answer shoppers’ questions about product selection and incontinence care.
Q: Why are clinical support services so important, particularly for incontinence care?
DELAFRAZ: When First Quality started out in the health care industry more than 30 years ago, our focus was on providing adult incontinence products to assisted living and long-term care facilities. Our clinical team would go into facilities to ensure residents were using the right products for their individual needs. We saw firsthand the importance of quality products and personalized care. Individuals and caregivers who are managing incontinence in a home setting require the same level of care. Incontinence is a deeply personal topic, and it can feel overwhelming without the right products and support. Our nurses are experienced and trained to have confidential conversations and assist consumers any time, day or night.
Taking this personalized approach to incontinence care is what has made us a leader in the category, and we have extended our clinical support services to also include baby care and menstrual care.
Q: How can First Quality help retail pharmacies strengthen their store brands?
DELAFRAZ: We take a holistic view of the shopper’s purchasing journey for store brand products. Today’s shoppers are extremely value conscious, and many are giving store brands a fresh look in the current economy. At the same time, pharmacies are becoming a go-to resource for consumers who have questions about absorbent hygiene products. This is an opportunity for retailers to invest in their own brands and build consumer loyalty.
