The U.S. OTC market is characterized lately by slow, steady growth of anywhere from 1% to 3% annually. There are small, independent companies, however, that have recently recorded double-digit sales growth. These companies often outpace market growth by offering unique brands, uncommon and often natural ingredients, focused distribution, and a strong online presence, frequently combined with compelling digital marketing that resonates with today’s OTC consumers. Identifying these market disruptors and learning the factors that make them resonate with consumers and retailers is crucial.
As illustrated in the graph below, the six leading OTC players over the past five years have seen sales grow at a combined compound annual growth rate (CAGR) of 3.5%. However, a cross section of independent OTC players that are focused on specific categories have experienced sales growth of 11.7% CAGR over the same time period. While these smaller players are growing from a much smaller sales base, it is important for large OTC marketers to understand how these brands have been able to achieve more than triple the gains their own brands have. With the recent low growth of traditional OTCs, many large market players will seek growth via acquisition of complementary companies and/or brands.
Divergent Growth Rates
OTC Indies: U.S. Analysis of Independent OTC Companies will provide in-depth profiles of 70 independent companies to help subscribers cast a wide net and identify companies or brands that could be acquisition opportunities, discover which independent OTC brand innovations and marketing strategies have been successful and why, gain a source of valuable competitive information and insights, and analyze compelling digital marketing successfully used by smaller companies and brands. To learn more about how to become a charter subscriber to this study, contact us.
