Natural OTCs: Impact of Non-drug Products on the U.S. OTC Market 

Base Year: 2017
Published September 2018
Forecasts to 2022
Regional Coverage: United States

A comprehensive market assessment of non-drug products competing with traditional OTCs, including an analysis of the market’s size, consumer perceptions, and company profiles. This report focuses on major brands, companies, and consumer attitudes towards such products.

This Report Helps Subscribers to:

  • Provide an understanding of the relative size of such products compared to traditional OTCs and how the size has changed over the last five years
  • Learn about the companies that market these products and what new products or claims they are developing
  • Learn about trends in the hard-to-track specialty, health food, and online channels
  • Identify common attributes of consumers who purchase natural OTCs
  • Understand why, where, and how much consumers spend on natural OTCs, and how these purchases affect their usage of traditional OTCs, if at all
  • Analyze retail pricing, placement, and claims for natural OTCs
  • Forecast sales and market share expectations for these products in five years


Report Contents


Executive Summary

  • Overview
  • Market size and segmentation
  • Market trends and shifts since 2015
  • Competitive landscape
  • Outlook and appraisal through 2022

Market Analysis
For each of the categories shown in Table 1, the following information is provided:

  • Market and brand sales in 2016 and 2017
  • Market trends and how they have shifted since 2011 and 2015
  • Notable new products
  • M&A activity
  • Competitive landscape
  • Ingredients and claims
  • Retail distribution
  • Marketing activity
  • Outlook to 2022

Consumer Insights
A detailed consumer survey that provides a thorough understanding of the following:

  • Demographics of natural OTC purchasers and users
  • Retail locations, frequency of purchase/use
  • Purchase/use of natural OTCs effects on purchase/use of traditional OTCs
  • Average price points paid for natural OTCs
  • Chronic versus acute usage of natural OTCs
  • Adult versus children’s usage of natural OTCs
  • Views on safety of natural OTCs compared to traditional OTCs
  • Views on efficacy of natural OTCs compared to traditional OTCs
  • Comparison of the latest consumer insights to previous consumer surveys conducted in 2015 and 2011 to understand how trends are shifting over time

Company Profiles
For each of the companies listed in Table 2, the report provides the following information:

  • Overview of business
  • Corporate sales (if public)
  • Merger/acquisition activity of note
  • Sales of key natural OTC brands in 2016 and 2017
  • Products in development
  • Retail strategies
  • Marketing strategies
  • Forecasts of future sales


Table 1: Product Categories Profiled
Analgesics (internal and topical)
Cough/cold/immunity products
Digestive products
Nutritional products (heart and brain health, energy/stress/mood support)
Sleeping aids
Topical products (first aid, eye care, diaper rash,
oral care)

Table 2: Companies Profiled
Boiron Nature's Way (Schwabe)
Carlyle Group (NBTY and Solgar) New Chapter (division of Procter & Gamble)
Clorox Company (Burt's Bees,
Renew Life, and Rainbow Light)
Now Foods
Gaia Herbs Olly
Garden of Life (Nestlé) Otsuka (Pharmavite, Nature Made)
Hyland's Reckitt Benckiser (Schiff)
Irwins Naturals Similasan
Natrol Zarbee's Naturals

Scope & Benefits

Natural OTCs: Impact of Non-drug Products on the U.S. OTC Market represents the third edition of this report for Kline & Company. The last edition was published in June 2016. With this study, we aim to understand the impact of natural OTCs on traditional OTC brands and markets, the companies that manufacture and market these natural OTCs, and how consumers use these products. This report covers the U.S. market for natural OTCs and provide manufacturers’ sales data for brands, markets, and companies in 2016 and 2017. Forecasts are provided through 2022. The term “natural OTCs” is used to refer to products that consumers use either to prevent or treat minor ailments that are frequently treated with traditional nonprescription (OTC) drugs. Natural OTCs generally are drug-free, may contain natural, plant, or herb-based ingredients or vitamins and minerals, and often make claims of prevention and/or treatment of minor ailments such as nasal congestion, the common cold, coughs, sore throat, headaches, sinus pain/ pressure, insomnia, oral care, or eye care problems.

This study will provide subscribers with accurate and current information and insights on five categories of natural OTCs, approximately 16 company profiles involved in the manufacture and/ or marketing of these products. Specifically, this report is designed to provide subscribers with a comprehensive assessment of the following:

  • Size of natural OTC markets and brands, and what their respective market share is versus traditional OTCs
  • Shifts in the size and share of markets for natural OTCs in recent years
  • Demographic groups that are heavier users of natural OTCs
  • Consumers’ perceptions of the efficacy, safety, and value of natural OTCs
  • Shifts in consumers’ perceptions of natural OTCs over time
  • Prevalence of use among adults versus children for natural OTCs
  • Companies that are established or new to this segment, and brands that could be acquisition targets
  • Claims made by natural OTCs, and what regulations these products are subject to


Price Anchor

Posted in .