Market Research > Healthcare > OTC Retailing: U.S. Alternate Channel Analyses and Opportunities

Market Research Reports: OTC Retailing

OTC Retailing: U.S. Alternate Channel Analyses and Opportunities
Published: July 2012
Base Year: 2011

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  • Description
  • Regional Coverage: United States
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    This report provides subscribers with a comprehensive, accurate assessment of opportunities for growth and the relative importance of alternate retail channels for OTC sales. This report excludes major drug, food, and mass merchandisers and focus on rapidly growing alternate channels, such as convenience stores, dollar stores, health food stores, the Internet, and warehouse clubs. The study provides an analysis of:

    • Recent growth in share of OTC sales through these channels
    • Prevalence of Internet sales for OTCs, and how that has changed recently
    • Relative importance of value pricing in these channels
    • Private-label presence in these channels
    • Relative importance of these channels by various OTC product classes
    • Forecasts and expected future trends for sales of OTCs in alternate channels
  • Contents

    Executive Summary
    This chapter provides a summary of findings by retail channel and insights into current trends impacting the OTC market in alternate channels. Forecasts to 2016 are provided.

    Channel Profiles
    Provides detailed analyses of six alternate retail channels as shown in Table 1 below, and how much OTC volume goes through each type of retailer by OTC product class shown in Table 2 below. This section provides the following information:
      Channel developments

      Leading retailers

      Role of OTCs in the channel

      Manufacturers’ and retail sales of OTCs in the channel in 2006 and 2011

      Promotional and advertising activity

      Private-label penetration/growth

      Outlook to 2016

    Retailer Profiles
    Profiles of approximately 16 key retailers listed in Table 3 below are provided with specific discussion pertaining to OTC sales with these retailers. Each profile includes the following:
      Market overview


      Corporate sales

      Recent developments

      Number of doors/stores

      Competitive focus and strengths

      OTC sales in 2010 and 2011

      Assortment of OTCs and key brands

      Role of private-label products

      Marketing activities

      Outlook to 2016


  • Scope
  • OTC Retailing: U.S. Alternate Channel Analyses and Opportunities provides subscribers with insights into retailing opportunities within alternate channels of distribution.

    This report focuses on the U.S. OTC market. The category scope closely mirrors Kline’s Nonprescription Drugs USA program, encompassing 36 categories across eight product classes:

    • Allergy, asthma, and sinus products
    • Cough and cold preparations
    • Digestive products
    • Feminine products
    • Internal analgesics
    • Nutritional products
    • Topical products
    • Other products

    The program analyzes alternate purchase channels including convenience stores, face-to-face sales, dollar stores, health food stores, specialty stores, and warehouse clubs, providing detailed examination of the competitive landscape among these channels.

    Profiles are also provided for key retailers, representing a diverse cross section among alternate channel retailers.

  • Key Benefits
  • This comprehensive report enables subscribers to exploit business opportunities by illustrating the retailing dynamics in alternate channels in the United States. Specifically, the report provides subscribers with the following key deliverables:

    • Up-to-date primary research with alternate channel retailers and other knowledgeable industry participants
    • An objective perspective on future trends and relative importance of alternate retail channels for the OTC industry
    • An understanding of the implications of alternate channels by OTC product class
    • Identification of growth trends and successful strategies used by OTC players across these channels
    • An understanding of why some channels are growing at faster rates than others in terms of OTC sales
    • An unbiased appraisal of retail trends based on extensive primary research with retailers, buyers, and marketers
    • Forecasts and summary of expected future trends in alternate retail channels

    Forecasts in the report will be generated with Kline's FutureView Scenario Forecasting Model. With the enhanced forecasts, subscribers can see how adjustments in the assumptions behind the forecasts can bring about different outcomes.

  • Methodology
  • Kline is unmatched in our ability to gather hard-to-get market and competitive intelligence with a high degree of confidence. Kline’s market analysis approach places the principal emphasis on primary research techniques to ensure that the foundation of business intelligence and insight is accurate, current, and reliable.

    During the course of field research, Kline’s professional staff of industry experts conducts in-depth interviews with a wide range of knowledgeable industry participants and stakeholders including retail executives such as category managers/buyers, store managers, corporate executives, and OTC executives such as category managers, brand managers, marketing, market research, business development, trade relations, and shopper insights.

    In addition to primary research, the study draws upon relevant secondary data, including company filings, trade journals, Internet searches, product literature, price lists, store checks, and other sources. Historical information will be taken from Kline’s Nonprescription Drugs USA annual market analysis.

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