HEALTH

Recalls don’t slow down iconic brands

BY Michael Johnsen

Such iconic pain relief brands as McNeil Consumer’s Tylenol and Motrin, and Novartis’ Excedrin, have made their way back to the shelf this fall following a recall-driven hiatus. And the sales have already started to accumulate.

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

“[Retailers] are reacting to them almost as if they are new launches,” noted Stefan Merlo, director of healthcare strategy at Novartis Consumer Healthcare. “And they are investing [with us] in different types of displays, innovative types of [displays], so that we can make the awareness about these brands even greater.”

And it’s paying off. Although the year-ago comparisons are against soft numbers, the ramping up of sales is still significant. Sales of Excedrin Migraine are up 76.1% to $66.1 million for the 52 weeks ended Aug. 11 across U.S. multi-outlets, according to IRI. And they’re not selling on promotion, either — the average price per unit was $6.99, $1.24 higher than it was a year ago. Children’s Motrin is up more than 1,600% on sales of $41.7 million and Children’s Tylenol — one of the first products to come back — is up more than 27.5% with sales of $51.5 million.

“The combination of [McNeil] and Novartis coming back at the same time, you’ll have those companies … doing more merchandising, advertising and promotion,” Laura Mahecha, industry manager at Kline’s Healthcare practice, told DSN. “The competitive set will match them [so as to] not get lost in [the] noise,” she said.

With the return of such brands as Tylenol and Excedrin, Prestige Brands already has sought to shake up the internal analgesics space with the launch of Goody’s Headache Relief Shot. “We believe the Goody’s Headache Relief Shot is truly a game-changer in pain relief,” stated Joseph Juliano, brand director at Goody’s.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

HEALTH

Immunity boosters thrive

BY Michael Johnsen

Traditional cough-cold remedies weren’t the only benefactors of a robust illness season last year. Sales of immunity boosters were also up.

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

Sales of Alacer’s Emergen-C liquids topped $100.8 million for the 52 weeks ended Aug. 11 across U.S. multi-outlets, according to IRI data, representing an increase of 22.1%. Reckitt Benckiser’s Airborne multivitamins, meanwhile, reached $101.2 million on 18.2% growth.

“Customers are looking for [these immunity boosting] products when they’re sick,” said Kimberly Weld, VP sales and marketing, America, for PharmaCare. “What we are seeing from retailers is that they are expanding that proposition,” she said, because of the value-add equation. “It’s a niche product [that] won’t cannibalize whatever symptom reliever consumers [are buying].”

PharmaCare recently boosted its homeopathic presence with the introduction of its own dietary supplement immune-system booster, Sambucol Soft Chewable Throat Lozenge.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

HEALTH

Gummies lure adults

BY Michael Johnsen

There may still be room for substantial growth in multivitamins — like in gummy vitamins.

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

“The underlying factor driving growth within the adult gummy’s category is that consumers are continuing to search for alternative delivery forms,” noted Pharmavite spokesman Doug Jones. “In fact, the gummy delivery form represents one-third of the total category growth dollars over the last six months. Soft gels and gummies together represent 33% of VMS sales,” he said.

Pharmavite just introduced a multivitamin in a fast-melt format, and Pfizer Consumer and Bayer Healthcare recently entered the gummy space with Centrum and One-A-Day launches, respectively.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES