Allegra joins allergy aisle
PARIS — Allegra is less than a week away from reaching shelves on March 4, and with the latest allergy switch will come a significant number of Rx allergy sufferers this summer.
Though the allergy aisle is relatively saturated between Zyrtec, Claritin and private label, allergy consumers certainly are brand loyal, noted Laura Mahecha, Kline Group analyst. Mahecha suggested ongoing annual Allegra sales of between $100 million and $200 million without much cannibalization is realistic — and that’s great news for retailers who recorded almost $400 million in 2010 sales between Zyrtec and Claritin.
Cough-cold marketer opts for app
MOUNT KISCO, N.Y. — Prestige Brands became one of the first cough-cold marketers to develop a branded smart-phone app to help moms hone in on the most appropriate PediaCare remedy for their sick children. It’s not a bad play; a recent Millennial Media report indicated that in 2010, 32% of moms owned a smart phone, versus 20% in 2009.
The new PediaCare iPhone app coincides with the launch of PediaCare’s new, safe and effective cold-flu-fever medicines — with and without acetaminophen — that match the formulations of children’s Tylenol products that were recalled.
First half of cold season ends with H1N1 hangover
All the hype around H1N1 that was so prevalent in 2009 is gone, leaving only the tough comparisons a year later. That makes the first half of the 2010-2011 cough-cold season an H1N1 hangover with overall sales of $4.6 billion, representing a slight decline of 1.8%, for the 52 weeks ended Dec. 26, 2010, according to SymphonyIRI Group. What was missing in 2010 was the 2009 summer of sickness that reached a crescendo in September.
For the coming year, the introduction of Allegra to over-the-counter aisles will bring a whole new once-prescription-only allergy consumer to OTC. And though Allegra is not expected to reach the sales heights of more than $200 million like its two second-generation antihistamine predecessors, an incremental $100 million to OTC allergy sales is not out of the question.
Second is the growing number of states considering a reverse-switch and pushing pseudoephedrine-containing products back to prescription-only status. If successful, that may create a snowball effect among neighboring state legislators and threaten the “D” business that generated $263.7 million in sales on growth of 1% across the top three brands — Claritin-D, Mucinex D and Zyrtec-D.
The article above is part of the DSN Category Review Series. For the complete Cough-Cold Buy-In Report, including extensive charts, data and more analysis, click here.