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Market Research: Retailer Perceptions of OTC Drug
Marketers 2004

Retailer Perceptions of OTC Drug Marketers 2004

Published May 2004

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The first study in a series that focuses on retailer perceptions of the leading marketers in the food store, drug store, and mass merchandiser channels. The study provides concise market profiles for five OTC product classes and the top ten OTC drug marketers in the United States. It explores issues such as mergers and acquisitions, retail outlet consolidation and shifts in trade class importance, Rx-to-OTC switches, advertising and promotion, and private-label activity. (Y568)

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FULL REPORT [US$ 14 000 (fourteen thousand US Dollars)]

INTRODUCTION [US$ 0]

Table 1-1 ACRONYMS AND ABBREVIATIONS USED IN THIS REPORT

INDUSTRY OVERVIEW [US$ 3 000]

Figure 3-1 OTC DRUG SALES BY PRODUCT CLASS, 2002
Figure 3-2 MARKET SHARES OF OTC DRUGS FOR MAJOR COMPANIES
Figure 3-3 SALES OF OTC DRUGS BY MAJOR COMPANY, 2002

UPPER RESPIRATORY PRODUCTS [US$ 1 000]

Figure 3A-1 MANUFACTURERS’ SALES OF UPPER RESPIRATORY PRODUCTS BY CATEGORY, 2002
Table 3A-2 SALES OF UPPER RESPIRATORY PRODUCTS BY LEADING BRAND, 2002
Figure 3A-2 MANUFACTURERS’ SALES OF UPPER RESPIRATORY PRODUCTS BY COMPANY, 2002
Figure 3A-3 MARKET SHARE OF LEADING UPPER RESPIRATORY PRODUCTS MANUFACTURERS
Table 3A-1 MANUFACTURERS’ SALES OF UPPER RESPIRATORY PRODUCTS BY CATEGORY AND COMPANY, 2002

DIGESTIVE PRODUCTS [US$ 1 000]

Figure 3B-1 MARKET SHARE OF DIGESTIVE PRODUCTS BY CATEGORY
Table 3B-1 MANUFACTURERS’ SALES OF DIGESTIVE PRODUCTS BY PRODUCT CATEGORY AND COMPANY, 2002
Table 3B-2 LEADING BRANDS OF DIGESTIVE PRODUCTS BY SALES, 2002
Figure 3B-2 MANUFACTURERS’ SALES OF DIGESTIVE PRODUCTS BY COMPANY, 2002
Figure 3B-3 MARKET SHARE OF LEADING DIGESTIVE PRODUCTS MANUFACTURERS

INTERNAL ANALGESICS [US$ 1 000]

Figure 3C-1 MANUFACTURERS’ SALES OF INTERNAL ANALGESICS BY CATEGORY, 2002
Table 3C-1 SALES OF LEADING BRANDS OF INTERNAL ANALGESICS BY PRODUCT, 2002
Figure 3C-2 MANUFACTURERS’ SALES OF INTERNAL ANALGESIC PRODUCTS BY COMPANY, 2002

VITAMINS AND MINERALS [US$ 1 000]

TABLE 3D-1 MANUFACTURERS’ SALES OF VITAMIN AND MINERAL PRODUCTS BY CATEGORY AND COMPANY, 2002
FIGURE 3D-1 MANUFACTURERS’ SALES OF VITAMIN AND MINERAL PRODUCTS BY CATEGORY, 2002
TABLE 3D-2 SALES OF VITAMINS AND MINERAL PRODUCTS BY LEADING BRAND, 2002
FIGURE 3D-2 MANUFACTURERS’ SALES OF VITAMIN AND MINERAL PRODUCTS BY COMPANY, 2002
FIGURE 3D-3 MARKET SHARES OF LEADING MANUFACTURERS OF VITAMINS AND MINERALS, 2002

TOPICAL PRODUCTS [US$ 1 000]

FIGURE 3E-1 MANUFACTURERS’ SALES OF TOPICAL PRODUCTS BY CATEGORY, 2002 TABLE 3E-2 SALES OF TOPICAL PRODUCTS BY LEADING BRAND, 2002
FIGURE 3E-2 MANUFACTURERS’ SALES OF TOPICAL PRODUCTS BY MAJOR COMPANY, 2002
FIGURE 3E-3 MARKET SHARE OF LEADING TOPICAL PRODUCTS MANUFACTURERS
TABLE 3E-1 MANUFACTURERS’ SALES OF TOPICAL PRODUCTS BY PRODUCT CATEGORY AND COMPANY, 2002

RETAILER PERCEPTIONS [US$ 5 000]

TABLE 4-1 RETAILERS INTERVIEWED FOR THIS STUDY
TABLE 4-2 ATTRIBUTES THAT FORM THE RATINGS OF EACH OTC COMPANY IN THIS STUDY
TABLE 4-3 CLASSES AND CATEGORIES OF OTC DRUGS INCLUDED IN THIS STUDY

OVERALL INDUSTRY RESULTS [US$ 2 500]

TABLE 4A-1 OVERALL INDUSTRY RATINGS OF OTC DRUG MARKETERS BY RETAILERS
FIGURE 4A-1 OVERALL INDUSTRY RATINGS OF OTC DRUG MARKETERS BY RETAILERS
FIGURE 4A-2 AVERAGE RATINGS OF TOP 10 OTC DRUG MARKETERS

RATINGS BY ATTRIBUTE [US$ 2 500]

FIGURE 4B-1 COMPANY RATINGS FOR PRODUCT INNOVATION
FIGURE 4B-2 COMPANY RATINGS FOR SPEED TO MARKET
FIGURE 4B-3 COMPANY RATINGS FOR QUALITY OF PRODUCTS
FIGURE 4B-4 COMPANY RATINGS FOR INVENTORY LEVELS
FIGURE 4B-5 COMPANY RATINGS FOR FLEXIBILITY OF PACKAGING
FIGURE 4B-6 COMPANY RATINGS FOR PRODUCT ASSORTMENT
FIGURE 4B-7 COMPANY RATINGS FOR VMI/DELIVERY SCHEDULING
FIGURE 4B-8 COMPANY RATINGS FOR SHARING CONSUMER INSIGHTS WITH RETAILER
FIGURE 4B-9 COMPANY RATINGS FOR SALES FORCE EFFECTIVENESS
FIGURE 4B-10 COMPANY RATINGS FOR SALES FORCE AVAILABILITY/ATTENTIVENESS
FIGURE 4B-11 COMPANY RATINGS FOR PARTNERING WITH RETAILERS
FIGURE 4B-12 COMPANY RATINGS FOR ALIGNING SERVICES WITH RETAILER NEEDS
FIGURE 4B-13 COMPANY RATINGS FOR DEVELOPING RETAILER-SPECIFIC PLANS FOR GROWTH
FIGURE 4B-14 COMPANY RATINGS FOR CUSTOMER SERVICE
FIGURE 4B-16 COMPANY RATINGS FOR CATEGORY/SHELF MANAGEMENT
FIGURE 4B-17 COMPANY RATINGS FOR ADVERTISING AND PROMOTIONAL MATERIALS
FIGURE 4B-18 COMPANY RATINGS FOR EDUCATIONAL MATERIALS
FIGURE 4B-20 COMPANY RATINGS FOR PRICING
FIGURE 4B-21 COMPANY RATINGS FOR IN-STORE DISPLAYS
FIGURE 4B-22 COMPANY RATINGS FOR TRADE SPENDING
FIGURE 4B-23 COMPANY RATINGS FOR ALLOWANCES

RATINGS BY COMPANY [US$ 5 000]

JOHNSON & JOHNSON–MCNEIL

TABLE 4C-1 RATINGS FOR JOHNSON & JOHNSON–MCNEIL
FIGURE 4C-1 RATINGS FOR JOHNSON & JOHNSON–MCNEIL

PROCTER & GAMBLE

TABLE 4C-2 RATINGS FOR PROCTER & GAMBLE
FIGURE 4C-2 RATINGS FOR PROCTER & GAMBLE

JOHNSON & JOHNSON–MERCK

TABLE 4C-3 RATINGS FOR JOHNSON & JOHNSON–MERCK
FIGURE 4C-3 RATINGS FOR JOHNSON & JOHNSON–MERCK

PFIZER

TABLE 4C-4 RATINGS FOR PFIZER
FIGURE 4C-4 RATINGS FOR PFIZER

BAYER GROUP

TABLE 4C-5 RATINGS FOR BAYER GROUP
FIGURE 4C-5 RATINGS FOR BAYER GROUP

WYETH

TABLE 4C-6 RATINGS FOR WYETH
FIGURE 4C-6 RATINGS FOR WYETH

GLAXOSMITHKLINE

TABLE 4C-7 RATINGS FOR GLAXOSMITHKLINE
FIGURE 4C-7 RATINGS FOR GLAXOSMITHKLINE

SCHERING-PLOUGH

TABLE 4C-8 RATINGS FOR SCHERING-PLOUGH
FIGURE 4C-8 RATINGS FOR SCHERING-PLOUGH

BRISTOL-MYERS SQUIBB

TABLE 4C-9 RATINGS FOR BRISTOL-MYERS SQUIBB
FIGURE 4C-9 RATINGS FOR BRISTOL-MYERS SQUIBB

NOVARTIS

TABLE 4C-10 RATINGS FOR NOVARTIS
FIGURE 4C-10 RATINGS FOR NOVARTIS

TRENDS AFFECTING THE OTC INDUSTRY

FIGURE 4D-1 OTC MARKETERS THAT ACHIEVE THE “GOLD STANDARD” IN PARTNERING WITH RETAILERS
FIGURE 4D-2 OTC MARKETERS OFFERING THE BEST RETAIL SERVICES

RETAIL CHANNELS [US$ 5 000]

TABLE 5-1 REVENUES OF LEADING RETAILERS BY TRADE CLASS, 2002

DRUG STORES

FIGURE 5A-1 U.S. SALES OF THE TOP DRUG CHAINS, 2001 AND 2002
FIGURE 5A-2 SALES OF THE TOP 8 U.S. DRUG WHOLESALERS, 2001 AND 2002
FIGURE 5A-3 DRUG STORE SALES FOR MAJOR PRODUCT CLASSES
FIGURE 5A-4 DRUG STORE SALES BY PRODUCT CLASS, 2002
FIGURE 5A-5 PRIVATE-LABEL SALES THROUGH DRUG STORES, 2002
TABLE 5A-1 MANUFACTURERS’ SALES OF OTC PRODUCTS SOLD THROUGH DRUG STORES BY PRODUCT CLASS, 2002
TABLE 5A-2 ESTIMATED MANUFACTURERS’ SALES OF PRIVATE-LABEL PRODUCTS SOLD THROUGH DRUG STORES BY PRODUCT CATEGORY, 2002

FOOD STORES

FIGURE 5B-1 U.S. SALES FOR THE TOP 15 SUPERMARKET AND GROCERY CHAINS
FIGURE 5B-2 U.S. SALES FOR THE TOP 15 CONVENIENCE STORES
FIGURE 5B-3 FOOD STORE SALES FOR MAJOR OTC PRODUCT CLASSES
FIGURE 5B-4 FOOD STORE SALES BY PRODUCT CLASS, 2002
TABLE 5B-1 MANUFACTURERS’ SALES OF OTCS THROUGH FOOD STORES BY PRODUCT CLASS, 2002
FIGURE 5B-5 PRIVATE-LABEL SALES THROUGH FOOD STORES, 2002
TABLE 5B-2 ESTIMATED MANUFACTURERS’ SALES OF OTC PRIVATE-LABEL PRODUCTS SOLD THROUGH FOOD STORES BY PRODUCT CATEGORY, 2002

MASS MERCHANDISERS

FIGURE 5C-1 SALES FOR THE TOP MASS MERCHANDISERS
FIGURE 5C-2 U.S. SALES FOR THE TOP 15 GENERAL MERCHANDISE STORES
FIGURE 5C-3 MASS MERCHANDISE SALES FOR MAJOR OTC PRODUCT CLASSES
FIGURE 5C-4 SALES THROUGH MASS MERCHANDISERS BY PRODUCT CLASS, 2002
TABLE 5C-1 MANUFACTURERS’ SALES OF OTC PRODUCTS SOLD THROUGH MASS MERCHANDISERS BY PRODUCT CATEGORY, 2002
FIGURE 5C-5 PRIVATE-LABEL SALES THROUGH MASS MERCHANDISERS, 2002
TABLE 5C-2 ESTIMATED MANUFACTURERS’ SALES OF PRIVATE-LABEL PRODUCTS SOLD THROUGH MASS MERCHANDISERS BY PRODUCT, 2002

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