Hispanic-centric Sal de Uvas Picot climbs onto best-seller list
NEW YORK — It was only a matter of time before a Hispanic-centric OTC product with roots in South America started making its way toward the top of consumer packaged goods sales lists. Bristol-Myers Squibb de Mexico’s Sal de Uvas Picot is the third-largest liquid/powder antacid brand on the market today for the 12 weeks ended April 21. And while its $1.2 million base — across total U.S. multi-outlets, data courtesy IRI — is only growing at a mid-single digit rate, you can expect Hispanic-centric remedies to continue to climb onto any best-seller list.
That’s especially true with antacids, which are heavily indexed among Hispanic shoppers.
Hispanics, as a group, spend nearly 8% more on CPGs than any other population, according to IRI research. Hispanic shoppers also are more brand-loyal and gravitate toward those retailers and products that actively engage them in their native dialect, such as through store signage or products like Picot that originate from south of the border — in this case Mexico.
"Establishing and building strong brand relationships with these shoppers early in the acculturation process is key," suggested an IRI report on Hispanic marketing. "With more than three-quarters of unacculturated Hispanics consistently preferring to purchase the same brands,
investing the time, money and effort necessary to break into the Hispanic shopping basket … often will provide long-standing rewards."
Plan B heads toward family-planning aisle
SILVER SPRING, Md. — The Food and Drug Administration last month announced that it has approved an amended application submitted by Teva Women’s Health to market Plan B One-Step (levonorgestrel) for use without a prescription by women 15 years of age and older. That approval moved Plan B One-Step from behind the pharmacy counter into the family planning section of the pharmacy.
It has been a long process to get Plan B One-Step sold beyond the pharmacy counter with only an age restriction on the sale. Sales for Plan B One-Step totaled $95.4 million for the 52 weeks ended April 21, down 13.4% from the year-ago period, according to IRI sales data across total U.S. multi-outlets. That represents an approximate 53% of the dollar share for the category, which was tracking down 16.1% to $179.6 million in that period.
But the controversy associated with ready access to emergency contraception is not over.
The day following Memorial Day weekend, the FDA was scheduled to plead its case to reverse a district court decision that mandated all levonorgestrel products be placed in OTC sets without any age restrictions at all.
Bayer extends antacid line with fruit chews
There can’t be too many tried-and-true, immediate-action calcium carbonate formulations among heartburn remedies, no matter how many proton-pump inhibitors dot that shelf’s landscape. At least that’s what Bayer Consumer is counting on with its line extension of Alka Seltzer Fruit Chews.
And it’s not a bad bet. GlaxoSmithKline’s Tums brand recently won accolades for its latest line extension; Tums Freshers was named 2013 Product of the Year in the OTC Relief category as part of a survey of more than 50,000 people conducted by global research firm TNS. The brand also was voted the most innovative OTC product launch in the past year as part of DSN’s 2012 Innovies awards.
Tums represents the No. 2 brand in the heartburn category, behind Prilosec OTC. Further, Tums continues to grow at a 4.1% clip, even as the category is down 1.6% across total U.S. multi-outlets for the 12 weeks ended April 21, according to IRI. In fact, sales of all PPIs have been trending down for that 12-week period.
Bayer and GSK may have another PPI switch to contend with in the near future. Pfizer has been shepherding Nexium through the Rx-to-OTC switch process since it bought OTC sales rights to the brand in August.
The article above is part of the DSN Category Review Series. For the complete Digestives Sell-Through Report, including extensive charts, data and more analysis, click here.