HEALTH

Antacid tabs: Digestive’s hot-ticket item

BY Michael Johnsen

Almost half of all circular ads in support of a digestive remedy promote an antacid tablet. Pfizer’s Nexium 24HR was the No. 2 most-promoted brand in the category. No. 1? Market leader Prilosec. Procter & Gamble has managed to keep the first PPI to switch top-of-mind among consumers despite heavy competition from both private label and branded players.

To view the full OTC Trends Report, click here.

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HEALTH

Chattem’s Nasacort Allergy 24HR ahead of curve

BY Michael Johnsen

According to ECRM’s analysis of circular retail promotions for allergy, Chattem emerged as the leading advertiser of allergy remedies with a 26.8% share of U.S. retail ad support, an increase of 4% over their 2014 promotion share. No surprise there, as Chattem launched Nasacort Allergy 24HR in February 2014.

To view the full OTC Trends Report, click here.

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HEALTH

Nasal switches ring up incremental sales

BY Michael Johnsen

Chattem’s launch of the first nasal corticosteroid onto OTC shelves represented the most significant success story in the cough-cold-allergy space in the past year. The well-executed launch about a year ago featured a literal “shelf talker” — a battery-powered, on-demand video screen merchandised alongside the new product. And the amount of truly incremental sales Nasacort Allergy 24HR contributed to the category was $130 million for the 52 weeks ended Dec. 28 across total U.S. multi-outlet, according to IRI. Today, it’s the No. 5 allergy remedy, and 3-of-the-4 allergy remedies with more sales than Nasacort still experienced growth in the past year, so there was little cannibalization.

And now a second nasal corticosteroid is coming to market: GlaxoSmithKline’s Flonase. Considering that Chattem is only in year two of its Nasacort launch plan, and the fact that GSK in its own right has a strong heritage successfully shepherding switches to the self-care aisle, overall allergy sales are expected to continue on a sharp upward trajectory. “Based on other types of switch dynamics, in general it’s highly incremental to the category,” noted Kurt Jetta, TABS Group CEO. “It usually takes a 10% to 20% chunk from the existing companies, [but] much of that can be mitigated if they dial up the promotional activity. Overall, for retailers it’s going to be a pretty major [lift],” he said, suggesting that like Nasacort, Flonase should realize well over $100 million in first-year sales.

To view the full OTC Trends Report, click here.

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