OTC buyers sniffing out the next big opportunity within VMS may need only go as far as their nose. Piping Rock Health Products, led by NBTY cofounder Scott Rudolph, is bringing aromatherapy to the mass market with its new Nature’s Truth brand.
Since the launch of Nexium 24HR in May of 2014, the brand has generated approximately $300 million, “making it one of the largest and most successful Rx-to-OTC switches,” Ian Read, Pfizer chairman and CEO, recently told analysts.
Tylenol has retaken the OTC pain relief aisle with a vengeance. The brand is close to reclaiming the top spot among internal analgesic tablets behind Aleve and Advil and is growing at a 10% rate on a dollar base of more than $250 million.
After revamping the look of its LifeStyles brand last summer to appeal to millennial shoppers, Ansell Healthcare has seen the line of condoms and sexual wellness products record consistent growth over the past few months.
Earlier this year, Procter & Gamble’s Crest unveiled its latest advancement in oral care with Crest Pro-Health [HD], a new two-step system formulated for deep cleaning and advanced whitening that promises to go beyond ordinary toothpaste.