Retail aisles and OTC shelves change all the time and vary by category, retail channel, and time of the year. Keeping abreast of what’s happening on shelves is an arduous task, and it’s even harder to track trends over time for OTC sales professionals and brand managers. Therefore, Kline is announcing a powerful new image database to help our clients stay informed of trends in major retailers for their brands and categories. Retail Landscape: OTC Drugs is a fully searchable, filterable image database of actual images taken in stores monthly. Images are uploaded to the database monthly and can be searched by category, brand, company, retail channel, store, location, and date.
“OTC sales professionals may be capturing such information from their individual store visits, but it is often done on an ad hoc basis and not shared across the organization,” says Laura Mahecha, Kline’s Healthcare Industry Manager. “With travel budgets reduced and actual time spent in retail stores limited, it is even harder for sales professionals to make informed decisions.”
This new image database will provide monthly images of category planograms, brand facings and placement, pricing, on-shelf and in-store promotions, signage, and private-label placement and pricing starting in Q1 2018. Both urban and suburban locations will be captured at various geographies in the United States. Images from approximately 100 retail stores will be added to the database each month, and it is accessible without any limits on the number of users, making it a more comprehensive and thorough tool to help inform OTC professionals’ decisions. The categories and retail channels tracked will evolve and change, based on subscriber needs and input, over the course of the year to result in a fully searchable database across all OTC categories and most major retail channels. Quarterly newsletters highlighting trends or changes at retail will also be provided to subscribers. Subscribers also have the option to make custom requests when necessary, for fast-turn around images that capture specific competitive brands, retailers, geographic locations, etc.
For a free demonstration and more information, CONTACT US.
Over 100 million Americans are affected by chronic pain, according to The American Academy of Pain Medicine. With the aging population, the number of people looking for pain relief solutions is set to grow. Currently, the most commonly used pain remedies are prescription drugs, OTC medications, rubs, and powered devices. According to Kline’s Nonprescription Drugs USA report, manufacturers’ sales of OTC medications are valued at almost USD 3 billion, growing at a slow pace of 1.5%. The topical analgesics account for USD 450 million, showing 12% growth. Powered pain management devices, with a market value of USD 250 million, are growing at over 20% in 2017. (more…)
The U.S. market for OTCs has shown a compound annual growth rate of only 2.6% from 2011 through 2016. Most years during that five-year period the market have shown 3.0% or less year-over-year growth, with the exception of 2014 to 2015, when the market was up nearly 5.0%. This was largely driven by the return to market of previously recalled brands. By comparison, natural OTCs (which refers to non-drug, non-monograph, plant- or supplement-based, or homeopathic products that often make claims of support, prevention, maintenance, and/or treatment of minor conditions or ailments) have grown strongly by double digit gains over the same timeframe. (more…)
The top six branded OTC marketers in the United States hold 37% of the total market, and many of these companies have grown as a result of consolidation and acquisitions over the past five years.
Bayer’s acquisition of Merck’s consumer health unit bolstered its position from #3 in 2011 to now being the #1 marketer in the United States. GlaxoSmithKline’s rank improved from #6 in 2011 to #3 in 2016 with the addition of Novartis’ OTC unit via a joint venture. Sanofi’s acquisition of Boehringer-Ingelheim’s consumer health unit helped it jump from #9 in 2011 to #6 in 2016. (more…)
Digestive disorders affect nearly 70 million people in the United States, or about 20% of the population. Alongside this dramatic number, a growing number of consumers seek to improve immunity and understand the strong link between the digestive and immune systems. These two groups of consumers help to propel strong sales of probiotics. The market for digestive health products is growing at over 20% in 2016, finds Kline’s just-published Digestive Health, Immunity, and Probiotics: U.S. Market Analysis and Opportunities study. (more…)
Companies are being more selective in the Rx-to-OTC switches they pursue, according to new research just published by Kline & Company in the 13th study in its venerable syndicated series, Rx-to-OTC Switch Forecasts USA: Next Frontier.
Safety is paramount, and the sophistication of clinical studies required to gain approval has increased the cost burden and risk to switch sponsors. Most future switches will depend on a combination of market-driven forces and safety, as determined by regulators. (more…)
The emergency contraceptives segments of the OTC feminine products market, particularly Teva Pharmaceuticals’ Plan B and store brand copies of Plan B, drove significant gains for the otherwise flat category, according to Kline’s just-published Nonprescription Drugs USA 2016 study. Sales of OTC contraceptive products continue to show strong growth in 2016 as a category, driven entirely by steadily expanding consumer awareness, appeal, and accessibility to the relatively new and expanding range of emergency feminine contraceptive products. (more…)
Select vitamin brands aimed at eye and brain health had significant sales gains in 2016, according to Kline’s just-publishedNonprescription Drugs USA 2016 study. Preservision adult multivitamins for eye health, which is marketed by Valeant Pharmaceuticals, experienced sales growth over 20.0% in 2016, driven by a switch from print to television media for the brand and claims that “only Preservision’s formula has been proven to reduce the risk of progression of moderate to advanced Age-related Macular Degeneration (AMD) in the National Eye Institute’s Age-related Eye Disease Study (AREDS).” Preservision contains high potency antioxidants and minerals, such as 1,000mg omega-3 fatty acids, lutein, and zeaxanthin, and claims to be “the only clinically proven formula.” (more…)
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). (more…)
The U.S. OTC industry witnesses another year of growth with categories like topical analgesics, internal analgesics, herbal products, nasal allergy sprays, and contraceptive products all experiencing stronger than average sales growth.