Kline: OTC market up 3% on returning brands and dietary supplement growth

PARSIPPANY, N.J. — Sales of the U.S. OTC market in 2013 were up 3% to $23.5 billion at the manufacturer's level, according to a blog on research firm Kline's site posted Monday. 

"Driven by strong sales gains in analgesics, upper respiratory, nutritional and topical products, the market appears to be showing signs of recovery," wrote Laura Mahecha, Kline industry manager healthcare. "This is partly due to the long-awaited rejuvenation of several brands that have posted steep declines in the recent past as a result of supply disruptions and recalls. Brands such as Novartis’ Excedrin and Johnson & Johnson’s Tylenol and Motrin IB have experienced strong gains in 2013 thereby helping the analgesics category to post very strong gains this past year while Pfizer’s Advil, Bayer’s Aleve and private-label analgesics also posted gains in 2013."

Within nutrition, adult multivitamins, glucosamine and chondroitin and fish oils were significant market drivers, Mahecha reported. 

Looking ahead, Kline expects the OTC market to continue to expand as a result of new and innovative Rx-to-OTC switches. "With the addition of new Rx-to-OTC switch brands and, in some cases, entirely new OTC categories, the market is expected to gain considerable sales and growth in the next few years," Mahecha suggested.

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