HEALTH

Goody’s headache powders gain traction

BY Richard Monks

TARRYTOWN, N.Y. — With eight SKUs on the market and a high-profile stock car driver endorsing its products, Prestige Brands’ line of Goody’s internal analgesics is continuing to gain traction with consumers.

(To view the full Category Review, click here.)

According to IRI data, the brand was one of only a handful in the internal analgesic tablet category to record a sales increase over the past year, increasing 6.5% to $39.4 million.

In a conference call with investors in August, Prestige Brands president and CEO Ron Lombardi cited two factors that have helped fuel that growth — Goody’s tie-in with NASCAR and driver Dale Earnhardt Jr., and the recent launch of two new products.

The debut earlier this year of a mixed-fruit flavored headache powder, the brand’s third headache powder, and a back and body shot that complements the headache relief shot already in the company’s lineup are in keeping with Prestige’s strategy of developing new products to grow its brands, Lombardi said.

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HEALTH

Sleep-pain formulas provide relief

BY Richard Monks

For many people, sleep does not always come easily. Pain and a host of other problems can often make it difficult — if not impossible — to fall asleep. Temporary sleeping problems, in turn, can cause a tired mind and lead to headaches and body pains that make it even harder to get a good night’s sleep.

(To view the full Category Review, click here.)

According to the National Institutes of Health, about 70 million people suffer from a chronic sleep disorder or intermittent sleep problems. Researchers say that a majority of this sleeplessness is the result of headaches, backaches, muscle aches, minor arthritis pain or menstrual cramps.

Sleeplessness and its resulting aches and pains have helped drive sales of nighttime pain relievers that provide short-term relief of the headaches and minor aches and pains that can accompany the inability to fall asleep.

According to IRI data for the 52 weeks ended Aug. 9, four analgesics brands designed to provide nighttime relief rank among the top 20 in the category. Together, the quartet of products — Pfizer’s Advil PM, Bayer Healthcare’s Aleve PM and McNeil Consumer Healthcare’s Tylenol PM and Motrin PM — accounted for $180.4 million, or 5.5%, of the analgesics tablets’ $3.3 billion in sales during the period.

In addition, Bayer has offered Midol PM in the feminine pain reliever category for almost a decade. Bayer said the product is formulated with a maximum-strength pain reliever and a non-habit forming sleep aid to provide relief from occasional sleeplessness associated with menstrual cramps, backache, muscle aches and headache.

While the sales of nighttime analgesics are only about a quarter of the sales of OTC sleep aids, the suppliers of these products said these dual-purpose formulas represent an important niche in the pain relief market.

“For consumers who suffer pain-related sleeplessness, Advil PM combines the No. 1 pain reliever with a soothing sleep aid,” she said. “[It] provides a healing night’s rest by helping you fall asleep fast, stay asleep longer and it’s non-habit forming.”

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HEALTH

Consumers intrigued by new ReliefChews

BY Richard Monks

WHIPPANY, N.J. — Bayer Healthcare has seen tremendous consumer interest since launching its Alka-Seltzer Heartburn ReliefChews two years ago. IRI data showed that for the 52 weeks ended Aug. 9, sales of the chewable antacid tablets has skyrocketed 520.4% to $16.4 million.

(To view the full Category Review, click here.)

While Alka-Seltzer Heartburn ReliefChews still ranks relatively low on the list of top-selling antacid tablets, the gains made over the last year make the products the category’s fastest-growing brand.

Marketers said ReliefChews — available in assorted-fruit flavor and the recently added cool mint flavor — are soft textured, and do not have a chalky and gritty consistency. In addition, they stressed that ReliefChews provide instant relief of heartburn, neutralizing acid on contact.

In addition to the antacid tablets, Bayer also offers Alka-Seltzer Heartburn + Gas Relief-Chews, providing the added benefit of helping to alleviate such gastrointestinal problems as bloating and pressure.

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