Market Research > Healthcare > Natural OTCs: Impact of Non-drug Products on the U.S. OTC Market

Market Research Reports: Natural OTCs

Natural OTCs: Impact of Non-drug Products on the U.S. OTC Market

To Be Published 3rd Quarter 2018
Base Year: 2017
Forecast to 2022

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  • Description
  • Regional Coverage: United States

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    A comprehensive market assessment of non-drug products competing with traditional OTCs, including an analysis of the market’s size, consumer perceptions, and company profiles. This report will focus on major brands, companies, and consumer attitudes towards such products.

    This Report Helps Subscribers to:

    • Provide an understanding of the relative size of such products compared to traditional OTCs and how the size has changed over the last five years
    • Learn about the companies that market these products and what new products or claims they are developing
    • Learn about trends in the hard-to-track specialty, health food, and online channels
    • Identify common attributes of consumers who purchase natural OTCs
    • Understand why, where, and how much consumers spend on natural OTCs, and how these purchases affect their usage of traditional OTCs, if at all
    • Analyze retail pricing, placement, and claims for natural OTCs
    • Forecast sales and market share expectations for these products in five years
  • Contents
  • Introduction

    Executive Summary
    • Overview
    • Market size and segmentation
    • Market trends and shifts since 2015
    • Competitive landscape
    • Outlook and appraisal through 2022

    Market Analysis
    For each of the categories shown in Table 1, the following information is provided:
    • Market and brand sales in 2016 and 2017
    • Market trends and how they have shifted since 2012
    • Notable new products
    • M&A activity
    • Competitive landscape
    • Ingredients and claims
    • Retail distribution
    • Marketing activity
    • Outlook to 2022

    Consumer Insights
    A detailed consumer survey that provides a thorough understanding of the following:
    • Demographics of natural OTC purchasers and users
    • Retail locations, frequency of purchase/use
    • Purchase/use of natural OTCs effects on purchase/use of traditional OTCs
    • Average price points paid for natural OTCs
    • Chronic versus acute usage of natural OTCs
    • Adult versus children’s usage of natural OTCs
    • Views on safety of natural OTCs compared to traditional OTCs
    • Views on efficacy of natural OTCs compared to traditional OTCs
    • Comparison of the latest consumer insights to previous consumer surveys conducted in 2014 and 2011 to understand how trends are shifting over time

    Company Profiles
    For each of the companies listed in Table 2, the report provides the following information:
    • Overview of business
    • Corporate sales (if public)
    • Merger/acquisition activity of note
    • Sales of key natural OTC brands in 2016 and 2017
    • Products in development
    • Retail strategies
    • Marketing strategies
    • Forecasts of future sales


    Table 1: Product Categories Profiled
    Analgesics (internal and topical)
    Cough/cold/immunity products
    Digestive products
    Nutritional products (heart, brain, and energy/stress/mood)
    Sleeping aids
    Topical products (first aid, eye care, diaper rash,
    oral care)

    Table 2: Companies to be Profiled
    Boiron Nature's Way
    Carlyle Group (NBTY and Solgar) New Chapter (division of Procter & Gamble)
    The Clorox Company (Burt's Bees,
    Renew Life, and Rainbow Light)
    Now Foods
    Gaia Herbs Olly
    Garden of Life Otsuka (Pharmavite, Nature Made)
    Hyland's Reckitt Benckiser (Schiff)
    Irwins Natural Similasan
    Natrol Zarbee's Naturals
  • Scope
  • Natural OTCs: Impact of Non-drug Products on the U.S. OTC Market represents the third edition of this report for Kline & Company. The last edition was published in June 2016. With this study, we aim to understand the impact of natural OTCs on traditional OTC brands and markets, the companies that manufacture and market these natural OTCs, and how consumers use these products. This report covers the U.S. market for natural OTCs and provide manufacturers’ sales data for brands, markets, and companies in 2016 and 2017. Forecasts are provided through 2022. The term “natural OTCs” is used to refer to products that consumers use either to prevent or treat minor ailments that are frequently treated with traditional nonprescription (OTC) drugs. Natural OTCs generally are drug-free, may contain natural, plant, or herb-based ingredients or vitamins and minerals, and often make claims of prevention and/ or treatment of minor ailments such as nasal congestion, the common cold, coughs, sore throat, digestive problems, headaches, sinus pain/pressure, insomnia, oral care, or eye care problems.

  • Key Benefits
  • This study will provide subscribers with accurate and current information and insights on seven categories of natural OTCs, approximately 16 company profiles involved in the manufacture and/ or marketing of these products. Specifically, this report is designed to provide subscribers with a comprehensive assessment of the following:

    • Size of natural OTC markets and brands, and what their respective market share is versus traditional OTCs
    • Shifts in the size and share of markets for natural OTCs in recent years
    • Demographic groups that are heavier users of natural OTCs
    • Consumers’ perceptions of the efficacy, safety, and value of natural OTCs
    • Shifts in consumers’ perceptions of natural OTCs over time
    • Prevalence of use among adults versus children for natural OTCs
    • Companies that are established or new to this segment, and brands that could be acquisition targets
    • Claims made by natural OTCs, and what regulations these products are subject to
  • Methodology
  • Kline’s approach places the principal emphasis on primary research techniques to ensure that the foundation of business intelligence and insight is accurate, current, and reliable. Building on our 50-plus years in the business and leveraging our worldwide network of offices, our teams of seasoned professionals draw upon pragmatic industrial and commercial experience to understand and interpret global impacts and local perspectives.

    Primary Research
    We Know Who to Talk to. We Know How to Listen.

    A high number of in-depth discussions are conducted by each analyst. Up to 60% of interviews are done with the true industry insiders!

    Kline’s analysts draw upon pragmatic experience to understand global impacts and local perspectives. Our interviews engage experts across all pertinent fields and sectors including:

    • Natural OTC marketers
    • Traditional OTC marketers
    • Retailers
    • Trade associations

    Secondary Research
    We Know Where to Look – Mining the Details.

    Analysis is further supplemented by secondary research, consisting of constant tracking of annual company reports, national statistics bureaux, trade/ industrial/professional associations and the like.

    Relevant developments are diligently followed and their impact closely monitored. Reports also draw upon non-confidential data from Kline’s internal database, consisting of over half a century’s syndicated research.

    Comprehensive Market Intelligence
    We Know How to Verify.

    Data are rigorously analyzed, cross-checked, distilled and validated. Kline’s proven methodology allows exceptionally effective, precise and reliable market intelligence procurement and assessment, giving subscribers a solid foundation on which to grow, refine and expand their business with confidence.

    Kline Credentials

    Kline is a leading global management consulting and market research firm offering the complete spectrum of services. The firm has served the management consulting and market research needs of organizations in the chemicals, materials, energy, life sciences, and consumer products industries for over 50 years.

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