Unlike most of the large, traditional OTC players, small, independent OTC companies 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. Continue reading
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).Continue reading
Chronic pain continues to be an area consumers seek to treat with a variety of methods including prescription drugs, OTC medications, topical rubs, and pain management devices. The increasing U.S. aging population will continue to generate the demand for pain relief products. Seniors increasingly seek to mitigate pain associated with old age and sedentary lifestyles, thereby increasing sales. The baby boomer population is the most rapidly increasing age segment in the United States, with an estimated 23% of the population reaching 55 years of age in 2015. The physically active baby boomer generation is concerned about maintaining health and wellness, far more so than previous generations.Continue reading