Botanic Tonics, the trailblazing herbal supplements company behind the feel free line of plant-based tonics and capsules, has solidified its position as a dominant force in the fast-moving consumer goods (FMCG) sector. Fueled by a great product, an ever-expanding retail presence, and the unwavering support of a vast customer base, the company was the #1 NielsenIQ ranked brand in the Supplements and Shelf Stable Energy Beverages categories for the year ending January 6, 2024. Botanic Tonics has maintained that top spot through Q1 of 2024.
The NielsenIQ data further underscores the brand’s explosive growth, with Botanic Tonics experiencing an 181% increase in dollar sales and a 165% increase in unit sales compared to the previous year. The expansion of distribution points by 79% and the 57% increase in total velocity demonstrate the brand’s accelerating momentum and widespread appeal.
The company’s success is emblematic of a broader trend in the FMCG sector, where insurgent brands are capturing a disproportionate share of category growth. A recent report by Bain & Company highlights that while insurgent brands account for less than 2% of market share, they have managed to capture nearly 20% of incremental category growth in 2023, up from 6% in 2022. This growth was driven by volume expansion and price increases, showcasing the ability of insurgent brands to take share from larger competitors in a market where volumes have remained flat. Botanic Tonics was named as one of the 48 new brands added to Bain & Company’s Insurgent Brands List for 2024.
Botanic Tonics’ flagship product, feel free CLASSIC, features a proprietary blend of kava root extract and leaf kratom, carefully crafted to provide mood lift, energy, and focus. This innovative formulation has resonated with consumers seeking alternatives to traditional energy drinks and supplements, propelling the brand to new heights.
Botanic Tonics’ success can be attributed to its unwavering commitment to quality, safety, rigorous testing, and consumer education. The company’s vertically integrated approach to production, marketing, and distribution has allowed it to maintain strict quality control while effectively penetrating the market. This dedication to excellence has earned the trust and loyalty of consumers.
Feel free tonics are now available online and in over 20,000 stores across the country. The majority of Botanic Tonics’ retail presence has historically been comprised of independent and franchised stores. Recently, though, the company inked its first ever national convenience store deal, adding an additional 6,000 stores. Botanic Tonics is leveraging its vast network of Direct Store Distributors (DSDs) to service the stores.
As Botanic Tonics continues to expand its reach, with feel free tonics now available in 46 states through its direct-to-consumer website, the company is poised for even greater success in the coming years. With its sights set on revolutionizing the industry and empowering consumers through effective education, Botanic Tonics is a force to be reckoned with in the FMCG sector.