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.
V8 targets seniors with healthy energy shot
Energy shots have delivered a jolt to pharmacy sales to the tune of an incremental $50 million in the past year. That business was borne out of targeting the typical all-nighters: college kids cramming for exams, truck drivers and third-shift workers. But seniors?
That’s what a Wall Street Journal report published earlier this month picked up on after finding that such marketers as Living Essentials and NVE Pharmaceuticals have been tweaking their advertising targets — Living Essentials directly with the AARP and NVE with cable placements on the older-skewing Learning Channel and Discovery Channel.
Now Living Essentials and NVE will be joined by the likes of Campbell Soup following the announcement last month that the company plans to expand its V8 franchise into the energy shot space. Campbell will be positioning its V8 brands — which resonate well among seniors — as healthier alternatives to most energy drinks on the market today. “We are branching into the energy drink market with the kinds of nutritious beverages that V8 is known to deliver,” stated Dale Clemiss, VP of V8 Beverages. “People can now feel good about drinking an energy drink or shot with a combined serving of vegetables and fruit, and powered naturally by green tea.”
V8 energy shots already are available at select locations in Colorado, Florida and Minnesota.
In addition to attracting older buyers, energy shot manufacturers are busy trading their consumers up from the one-shot purchases at the check-stand and two-shot packs in the over-the-counter section. “[We’re] trading up existing consumers to larger purchases — from singles to multipacks,” said Elaine Lutz, Living Essentials’ spokeswoman. To that end, Living Essentials has folded four-pack offerings into the drug, food and C-store channels and has added a 10-pack for mass retailers.
The article above is part of the DSN Category Review Series. For the complete Energy Shots Mid-Year Report, including extensive charts, data and more analysis, click here.
Hit me with your best shot
NEW YORK — The energy shot market is dominated by Living Essentials, which fields the most recognized shot — 5-Hour Energy, the shot you take to avoid that “2:30 feeling.” With an annualized $58.3 million in incremental sales across food, drug and mass (excluding Walmart), retail sales are certainly feeling a little caffeinated.
5-Hour sales were jacked to the tune of $152 million across food, drug and mass, according to SymphonyIRI Group for the 52 weeks ended April 17, representing 62.3% growth versus the prior year — and that’s also not including Walmart.