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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
At the end of July 2018, Johnson & Johnson announced it has entered a definitive agreement to acquire Zarbee’s Naturals for an undisclosed sum. Zarbee’s is a privately-held company that was started by pediatrician Dr. Zak Zarbock in 2008 with the mission of creating naturally sourced cough, cold, and immunity products for children and adults.
Rx-to-OTC switch brands continue to be major game changers on the OTC market, whether promoting strong gains or causing steep declines. Traditional OTC lines are delivering growth as they have expanded to meet consumer needs with the Centrum (Pfizer) and One-A-Day (Bayer) vitamin lines. Both of these lines using broad reaching marketing campaigns have had success with new product launches.
From 2010 to 2011, the U.S. OTC drug market posted a gain of 2.4% from $20.9 billion in 2010 to $21.4 billion in 2011 at the manufacturers’ level. The fastest growing categories include allergy relief products, which grew 16.3% in 2011 aided by the market launch of Rx-to-OTC switch brand Allegra (Sanofi-Aventis) and the strong
