As we emerge from the global recession of 2008 and 2009, marketers of major OTC brands must be careful to continue to invest in innovations to bring new and improved OTCs to market. Several categories were hard hit by private-label competition as consumers were willing to trade down to less costly store brands during tough economic times. However, market share and sales for branded OTCs can be insulated from private-label competition by offering innovations such as fast-acting, fewer doses, improved drug delivery forms, faster healing times…