Q&A: Help is on the way
OTC supplier Help Remedies is trying to break through the brands at Duane Reade and Target. Drug Store News sat down with Help visionary and CEO Richard Fine to discuss branding.
Drug Store News: What is the Help Remedies proposition?
Richard Fine: Help is totally different from any [other healthcare brand] the shopper is seeing in the category at this time. They pick it up; it feels different. When you think about people who are in their 20s or 30s who are high-income and better-educated, that kind of shopper is responding to environmental concerns or [a need for] simplification. Nobody is pushing the idea of simplifying your [health]. [And with check-stand positioning], we’re initially going to interrupt people on a trip where very often they were not shopping for an existing OTC product.
DSN: Why young people?
Fine: People in their 20s and 30s, they don’t engage in [OTC healthcare]. For the most part, they’re not brand-loyal. [For] the 25-year-olds, there’s nothing there for them. The way the category has been thinking about new products and innovation, it’s all fishing where the fishes are, but that’s not where the future or the growth is. If you allow yourself to just be a category for old people who are passing through the system, you’re missing a huge potential market that is incredibly incremental to what [is already on the shelf].
Hyland’s to ‘Defend’ adults from colds with new line
NEW YORK — Hyland’s will attempt to parlay its success across its 4 Kids line of homeopathic solutions into the adult section with its recent launch of the Hyland’s Defend line. “We are seeing tremendous growth in our cold and cough 4 Kids,” noted Jay Borneman, chairman and CEO at Hyland’s.
A lot of that growth can be traced to increased awareness around the safety and efficacy associated with homeopathic cough-cold products for use to relieve a child’s cough-cold symptoms. The reasoning is that the parent who purchased that homeopathic solution for their child will be looking for a similar adult solution when they catch a cold.
According to the company, the Hyland’s brand already is recognized by parents for cold relief with Hyland’s Cold ’n Cough 4 Kids product sales growing by 250% per year. The Defend line includes three SKUs: Cold ’n Cough, Cold ’n Cough Nighttime and Sinus.
Three’s not a crowd: Top antacids hold their own
Good things come in three — like the three antacids that for the 52 weeks ended April 17 collectively generated more than $118 million in sales on top of the sales base they had established in the year-ago period.
Only two of those antacids were proton-pump inhibitors — Novartis’ Prevacid 24HR and Merck’s Zegerid OTC. Both are relatively new to the shelf, and neither are yet facing the volume of generic competition like Procter & Gamble’s PPI Prilosec OTC, which incidentally is still the best-selling antacid on the market by a more-than-$150-million margin in annual sales. The third antacid that still demands its fair share of heartburn relief is the venerable Tums — sales are up 198.4% to $51.7 million across food, drug and mass (excluding Walmart) for those 52 weeks ended April 17, according to SymphonyIRI Group data.
Throw Boehringer-Ingelheim’s Zantac 150 into that lineup, which didn’t lose all that many annual sales as it is down less than 0.1% with $72.3 million in sales despite competition from two new switch products, and the question asked by Drug Store News last year has been answered: There is still plenty of room on the antacids shelf.
The article above is part of the DSN Category Review Series. For the complete Antacids Mid-Year Report, including extensive charts, data and more analysis, click here.