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Incontinence aisle abuzz with new, old options

BY Michael Johnsen

Adult incontinence and urinary bladder control represent one of the more lucrative categories in OTC, but it’s not necessarily the most talked-about category. That is, until Merck crashed the scene with its category-creating Rx-to-OTC switch Oxytrol for Women. It is the first and only over-the-counter option that treats overactive bladder symptoms — urinary incontinence, urgency and frequency — which can take a physical and emotional toll on women.

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

Another factor that has the category abuzz is the rumored return of Procter & Gamble to incontinence aisles. “It is strongly rumored that Proctor & Gamble will re-enter the disposable incontinence category, a category they helped create in 1978 along with Kimberly-Clark (Depend and Poise). Their brand was Attends,” wrote industry insider and blogger Tom Wilson, suggesting that P&G will back the re-entry with a $150 million advertising campaign. “They’re also telling trade customers that the launch will be a sustained three-year commitment.” According to the report, P&G may introduce the new line — Always Discreet — in time for Total Store Expo.

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Consumers rely on prevention

BY Michael Johnsen

Consumers buying hand sanitizer are shopping the set multiple times because of different needs, noted Tim Cleary, VP sales at Purell Consumer, suggesting there may be a latent opportunity for the already-growing Purell Advanced formula, which generated $20.6 million in sales, up 25.2%, for the 52 weeks ended June 15 across total U.S. multi-outlets, according to IRI. In the cough-cold set, it’s about not getting sick. “Use it three times a day and you can reduce the chance of illness in your household by 25%,” Cleary said.

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

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Mucinex taps nighttime market

BY Michael Johnsen

Reckitt Benckiser this season extended its line of popular Mucinex Fast-Max products, which provide multi-symptom relief, to include a product for nighttime cold-and-flu relief in both liquid and tablet form, taking on Procter & Gamble’s NyQuil franchise.

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

According to Reckitt Benckiser, nighttime relief is a $600 million market in the United States, and Mucinex Fast-Max is differentiated from its competitors because it contains an active ingredient for nasal decongestion.

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