HEALTH

Benzocaine-free oral analgesics on the rise

BY Michael Johnsen

Sales of Hyland’s oral analgesic products are up 23.5% to $15.4 million for the 52 weeks ended Aug. 11 across U.S. multi-outlets, according to IRI. Overall sales trends across the category are down by 1.7%, which suggests that what Hyland’s is doing is right — its products are safe, they work and they aren’t formulated with benzocaine.

(For the full category review, including sales data, click here.)

Oral analgesic products have been impacted by a Food and Drug Administration warning made last year against the use of the ingredient benzocaine in children to relieve oral pain. Children under the age of 2 years who are teething and given benzocaine should be under the supervision of a doctor, the agency warned.

Both Pfizer’s Anbesol and Church and Dwight’s Baby Orajel have since reclaimed positive momentum. Anbesol sales were up slightly by 1% to $22.6 million and Baby Orajel was up 1.4% to $26.8 million.

Hyland’s also benefits from a strong following of mommy bloggers, the company noted. “Hyland’s relies primarily on word of mouth in the support of its teething products,” Julie Kim, Hyland’s marketing brand manager, told DSN. “Our word of mom is second to none.”

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HEALTH

No rest for sleep remedies

BY Michael Johnsen

One subcategory that has really jolted the sales-per-square-inch across analgesic sets is sleep aids. Sales of sleeping remedies, including both liquids and tablets, were up 51.2% to $408 million for the 52 weeks ended Aug. 11 across U.S. multi-outlets, according to IRI data. Almost one-third of that, or $127 million, came courtesy of Procter and Gamble’s ZzzQuil, which launched a little more than a year ago.

(For the full category review, including sales data, click here.)

And while ZzzQuil certainly raised the ceiling across sleep remedies, there are many other brands helping to bring consumers to that shelf for a purchase, particularly those sold in the liquid shot format. Dream Water and Neuro Sleep generated sales gains of 60.2% (to $6.7 million) and 26.3% (to $6.1 million), respectively.

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i-Health products offer women more relief options

BY Michael Johnsen

CROMWELL, Conn. — i-Health’s Estroven has been dialing up sales tracked within feminine pain relievers. The core brand generated $16.2 million within the last 52 weeks ended Aug. 11 across U.S. multi-outlets, according to IRI. The company’s launch of Estroven Energy has generated another $3.9 million. July brought more innovation to the category with the launch of Estroven Weight Management, a supplement specifically formulated to deliver on a core benefit of helping peri/menopausal women manage their weight.

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