Steady supply and distribution of brands that had previously been recalled continued to experience strong sales gains in 2016, according to Kline’s research for its annual Nonprescription Drugs USA study.
Johnson & Johnson’s Tylenol and Motrin brands, which had been off the market for several years, are making a substantial comeback supported by strong advertising and marketing. GlaxoSmithKline’s Excedrin brands was also temporarily off the market and enjoys steady gains in 2016 as it is in predictable supply with retailers again. All other major OTC pain reliever brands and store brands experience flat to declining sales in 2016 with the exception of Prestige Brands’ BC and Goody’s pain relief powders and Doan’s (Dr. Reddy’s Laboratories).
In 2016, the Tylenol, Motrin, and Excedrin brands rebuild share in a more “normal” market that has suffered alternating periods of growth and decline, caused by the numerous massive shelf inventory disruptions over the past five years due to recalls and plant closings by two leading manufacturers—Johnson & Johnson, the company marketing the Tylenol and Motrin brands, and Novartis, now part of GlaxoSmithKline and the company marketing Excedrin at that time.
If an Rx-to-OTC switch of a migraine drug were approved by the U.S. FDA, it could shake up the OTC analgesics market considerably. Full analysis of the switch likelihood and sales potential of the triptans class and medications, such as Axert (Johnson & Johnson), Imitrex (GlaxoSmithKline), Maxalt (Merck), Relpax (Pfizer), and Zomig (Impax), are included in Kline’s Rx-to-OTC Switch Forecasts USA: Next Frontier study to be published in July 2017.
Join us for Kline’s free webinar on Key Issues Trending in the OTC Market on Tuesday, June 27, 2017, at 10:30 ET for an in-depth look at the OTC analgesics products class and related markets, including Rx-to-OTC switches.