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Market Research Reports: OTC Consumer/Shopper Insights

OTC Consumer/Shopper Insights
Published July 2014
Base Years: 2013 and 2014

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  • Description
  • Regional Coverage: United States


    Understanding what is important to OTC consumers and shoppers is crucial for successful brand marketing. Without a clear picture of consumer preferences and shopping trends marketers are gambling with important marketing decisions like product offering, pricing, new product launches, retail placement/channel distribution, and promotional tools. This report is designed to offer marketers objective information and trends on OTC consumer/shopper insights.

    This Report Helps Subscribers to Address Such Topics as:

    • Consumers’ preferences for OTC product form
    • Consumers’ retail choices/preferences with emphasis on alternate channels
    • Consumers’ unmet OTC needs
    • Consumers’ online shopping and purchasing behavior for OTCs
  • Contents
  • Introduction
    • Scope
    • Methodology
    • Demographics
    Executive Summary

    Consumer Research Results
    For each of the product classes listed in Table 1, consumers are asked a series of questions about the following:
    • Product form preferences
      - OTC product form preferences for adult OTCs and why
      - OTC product form preferences for children’s OTCs and why
    • Retail channel preferences
      - Emphasis on alternate channels, and why consumers shop there for OTCs
      - Consumers’ online shopping and purchasing behavior for OTCs
      - Consumers’ preferences for OTC promotions
    • Consumers’ unmet needs for OTCs
      - Comparison of findings from consumer research conducted in 2013 to 2014 results
    • Consumers’ attitudes and perceptions of OTC market trends

    Table 1: OTC Product Classes Covered
    Digestive Products Topical Products Other Products
    Antacids and antigas products Anti-itch products Home diagnostic test kits
    Antidiarrheal preparations Corn, callus, and wart removers Overactive bladder medications
    Antinausea preparations Diaper rash products Sleeping aids
    Laxatives Eye care products Smoking cessation aids
    Feminine Products First aid products Weight loss medications
    Contraceptive products Fungicidal preparations  
    Feminine remedies Hair regrowth treatments
    Personal lubricants Hemorrhoidal preparations  
    Internal Analgesics Oral care products
    General pain relievers Topical analgesics  
    Other internal analgesics Upper Respiratory Products
    Nutritional Products Allergy and asthma relief products  
    Herbal products Cold and sinus medications
    Vitamins and minerals Cough drops and sore throat remedies  
      Cough syrups
      Nasal and topical decongestants  
  • Scope
  • This report is based on extensive online research with U.S. adult consumers/shoppers of OTC drugs conducted in April 2014. The report seeks to understand where, how, and why consumers buy OTC drugs and what their attitudes are towards various market realities and retail trends. Consumers are asked series of questions specific to each of the following OTC product classes:

    • Digestive products
    • Feminine products
    • Internal analgesics
    • Nutritional products
    • Topical products
    • Upper respiratory products
    • Other products (home diagnostic test kits, overactive bladder medications, sleeping aids, smoking cessation aids, weight loss medications)
  • Key Benefits
  • Kline & Company has been serving the nonprescription drugs industry for over 50 years. OTC Consumer/Shopper Insights is a detailed assessment of consumers’ attitudes and shopping behaviors for OTC drugs. Benefits for subscribers are summarized below:

    • To understand current consumer/shopper insights specific to OTCs
    • To identify trends in consumer/shopper insights
    • To validate internal assumptions about consumer behavior with an independent, objective source
    • To uncover future opportunities for growth of your OTC brands
  • Methodology
  • Kline’s approach places 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.

    This report is based on a structured online survey completed by Kline & Company during April 2014. The survey was completed by a nationally representative sample of approximately 350 adult consumers in the United States.

    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 bureaus, 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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