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.Continue reading
Rx-to-OTC switch brands continue to be major game changers within the OTC market, whether promoting strong gains or causing steep declines. Aided by the launch of Rx-to-OTC switch brand Allegra (Sanofi-Aventis) and strong growth of private labels, allergy relief products grew 16.3% in 2011 to become the fastest growing category on the U.S. OTC drug market, according to the Nonprescription Drugs USA 2011 report by international consulting and research firm Kline & Company. The U.S. OTC drug market posted a gain of 2.4% reaching $21.4 billion in 2011 at the manufacturers’ level.
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 growth of private-label allergy relief products. Past Rx-to-OTC switch brands continue to perform well with Rogaine (Johnson & Johnson) and Plan B (Teva Pharmaceutical), both posting strong gains in the hair regrowth products and contraceptives markets, respectively.