Baby boomers, preventive solutions drive OTC
Overall, the OTC sector in 2013 realized $40.2 billion in sales, according to data culled from OTC categories tracked by IRI. That’s up from the $38.3 billion that DSN reported last year. The 2013 sales numbers reflect a strong 2012-2013 cough-cold season and the relaunch of Tylenol, Excedrin and Motrin.
The aging of the baby boomer is reflected across the best-selling OTC brands. Two of the top five brands are pain relievers. The adult incontinence brand Poise holds the No. 2 spot in terms of OTC sales, and standing at No. 6 is Ensure’s RTD protein shakes.
While baby boomers will continue to drive the pound of cure, overall more Americans are more often seeking their ounce of prevention. According to Bain & Co.’s recent Healthy Living Survey, 75% of consumers are in pursuit of a healthier lifestyle. Take that predominant mindset, coupled with the outcomes-driven preventive focus associated with the Affordable Care Act, and you have a formula for OTC success at retail pharmacy.
Retailers are already supplying preventive health solutions. H-E-B and Rediclinic last month augmented its Weigh Forward weight-loss clinic with an online component. Also, GlaxoSmithKline and Walgreens teamed up to launch Sponsorship to Quit, a free online quit-smoking program.
Reckitt Benckiser acquires K-Y
SLOUGH, England — Reckitt Benckiser announced that it would acquire global rights to personal lubricant brand K-Y from Johnson & Johnson. The transaction is expected to close mid-2014.
K-Y started as a prescription medical device in 1917 before switching to the OTC category in 1980. K-Y will join Reckitt Benckiser brand Durex in the sexual wellness category.
Net sales of K-Y in 2013 totaled greater than $100 million. It is sold in more than 50 countries around the globe, with the United States, Canada and Brazil accounting for the top majority of 2013 sales.
Ansell launches new sexual performance enhancer
ISELIN, N.J. — Ansell, the makers of LifeStyles Condoms, announced the launch of Epic, a new sexual enhancement product for males.
Epic is a quick-drying topical spray that delays ejaculation by reducing the sensitivity of the penis. The spray features DermaSys technology, a patented transdermal delivery system which optimizes topical delivery through a highly effective absorption process. It also contains Lidocaine, a mild anesthetic that begins working almost immediately after application.
"According to our most recent Sexual Satisfaction Survey, nearly one-quarter of male respondents claimed to suffer from premature ejaculation, with 30% of females reporting they’d like sex with their partner to last longer," said Carol Carrozza, VP sales and marketing, North America for Ansell. "Research and consumer feedback consistently support the demand for sexual enhancement products like Epic, and we are pleased to provide this valuable resource for an improved sexual experience for both partners."
Epic is available at a variety of big box retailers across the country.