Pfizer Consumer teams with Yankee Brett Gardner on Bronx school library opening
MADISON, N.J. — Pfizer Consumer Healthcare on Tuesday unveiled a new library at P.S. 130 in the Bronx as part of its Advil Congestion Relief Project. New York Yankee fan favorite Brett Gardner helped unveil a newly decongested library with improved access to computers and books.
“Before our students had to crowd around a few computers when I was trying to teach them about online research, typing and other technology skills, and due to our limited book collection, there were often long waits for the children to check out their favorite books,” stated David Levin, the school’s library teacher who has taught at P.S. 130 for more than 10 years. “Now, thanks to the Advil Congestion Relief Project, our space looks so much more inviting, every student has access to a laptop when they attend class in the library, and we were able to order multiple copies of our most popular books.”
The project is part of a new philanthropic initiative from Pfizer in support of its Advil brand. The company has taken its Advil tagline — "The Right Relief for the Real Problem" — and applied that to communities. "Advil Congestion Relief wants to partner with you to help relieve congestion in your town," the company stated on its consumer website featuring the program. "Not just sinus congestion, but all the other ways congestion may be affecting your community. So tell us, how does congestion affect your community? Is it long lines at the library? Over-crowded parks?"
In the coming months, the project will be visiting communities around the United States to provide literal congestion relief to real problems ranging from undersupplied schools to congested traffic lanes. The Advil Congestion Relief Project plans to hit Chicago next month, and in early 2012, the brand will be bringing congestion relief to communities identified by consumers, who can win a prize worth up to $30,000 for their community.
Kline: Consumers gravitating toward ‘natural’ OTCs
PARSIPPANY, N.J. — Consumers are gravitating toward "natural" over-the-counter remedies, according to a new Kline report, "Natural OTCs 2011: Impact of Non-Drug Products on the U.S. OTC Market," released Wednesday.
While the U.S. traditional nonprescription drugs industry registered an average compound annual growth rate of 2.5% between 2005 and 2010, the market for natural OTC remedies has grown at a CAGR of 5.9% per year from 2009 to 2011, according to the research study.
With close to 40% of consumers currently using more natural OTCs than in the previous year, the natural trend — already well established in the personal care industry — has set roots in the OTC market as consumers gravitate towards natural products across the board. This correlates with the finding that 47% of U.S. consumers believed natural OTCs to be as effective as traditional OTCs.
With the growing popularity of natural remedies and the large number of retailers that embrace the market segment, the market is set to maintain healthy growth rates over the next five years and is forecast to reach nearly $750 million by 2016. By contrast, the traditional OTC market is forecast to grow as little as 3% per year. However, there is room for both types of OTCs on the market as 53% of consumers surveyed note that they use both natural and traditional OTCs to treat themselves or family members when sick.
Within this fertile environment, large branded and savvy OTC marketers might consider augmenting their traditional OTC portfolios with natural OTC brands where appropriate. "Procter & Gamble’s Align, GlaxoSmithKline’s Breathe Right and Bayer Groups’ Phillips’ Colon Health are telling examples of how seriously the natural OTC trend is being taken and tapped," Kline said. "Opportunities appear ripe for large and small OTC companies alike to market natural OTC brands which could offer mutually beneficial business propositions."
However, business opportunities vary across product categories, noted Laura Mahecha, industry manager at Kline’s healthcare practice. "For instance, while cough-and-cold preparations are expected to grow at a rate of only 5% to reach $320.9 billion in 2016, it is anticipated that sleeping aids will grow by about 18% per year to reach $54 million in 2016 from $23.5 million reported in 2011," she said. “Growth in natural OTCs will be dependent on whether consumers continue to find them effective and safe.” Kline’s survey on the usage and perception of natural OTC revealed that presently more than 45% of the respondents find natural OTCs effective and more than 40% consider natural OTCs to be safer or have fewer side effects than traditional OTCs.
Active X energy bars arrive at retail
RIVERSIDE, Calif. — Active Health Foods announced the launch of its energy bars at retail.
Active X energy bars are 100% natural and organic and made with a proprietary formula that was developed by the company in conjunction with a nutritionist, Active Health Foods said. The 1.8-oz. bars are available in Almond Chocolate Delight, Peanut Butter Chocolate Joy, Cashew Berry Dream, Coconut Cocoa Passion and Double Chocolate Chip varieties.
"After considerable time and effort over the last year, Active Health Foods is off to a stronger than anticipated start in the marketplace as our marketing teams commence to execute our growth strategy," Active Health Foods marketing director and CEO Greg Manos said. "Our business fundamentals are solid and our products are what we believe the public has been actively seeking and will embrace enthusiastically."