Kline: Growth across ‘natural OTCs’ outpacing overall OTC growth
PARSIPPANY, N.J. – More and more consumers are in search of "natural" solutions to their ailments, including both homeopathic remedies and supplements supportive of a healthier lifestyle, Kline Market Research noted in its latest study, Natural OTCs: Impact of non-drug products on the U.S. OTC market, which was released Monday.
Driven by consumer interest in all things natural, the market for natural OTCs increased by 11.4%, Kline noted, compared with the overall OTC market that grew 4.2% in 2015. Natural nutritional products, including supplements for heart and brain health, grew at the fastest pace of over 30% in 2015. And the natural cough/cold/immunity market, the largest category, accounting for approximately 40% of the total natural OTC market, is also growing at high single digits.
“Consumers are using these products both for prevention and immune boosting properties as well as to help aid healing when they are sick,” stated Laura Mahecha, Healthcare Industry Manager for Kline Market Research. “The message of strengthening the body’s natural defenses against upper respiratory issues such as cold, cough and allergies that have been widely advertised by brands such as Emergen-C, Zarbee’s Naturals and Zicam resonates with consumers.”
The immune-boosting claims made by probiotic brands such as Culturelle, Align and Schiff Digestive Advantage also resonate with consumers, and this category’s sales increased by double digits. These products offer improved immunity via the digestive tract and are taken regularly in order to be effective. “Probiotic brands are sold at relatively high retail price points and most consumers take them daily, which deliver strong sales gains for retailers and the manufacturers of these brands,” Mahecha said.
More than half of the consumers surveyed by Kline indicated that they use natural OTCs more now than one year ago and nearly two-thirds of consumers say they use them now more than five years ago, an indication that there is a growing interest in natural OTCs.
“Natural OTCs will continue to be important to consumers and therefore are expected to grow at strong rates in the future. They will also continue [to] offer competition to traditional OTC brands over the next few years,” Mahecha added.
GMDC and J&J showcase diabetes opportunity in latest infocast
COLORADO SPRINGS, Colo. – GMDC on Thursday hosted Sally Manoufar, senior manager Health & Wellness at Johnson & Johnson, and Sara Bender, senior channel marketing manager at Johnson & Johnson, to learn about Johnson & Johnson's diabetes front-end solution as part of the group's lunchtime Infocast Event.
Diabetes as an epidemic in North America can, and is, providing opportunities for retailers to become a centralized health and wellness destination for consumers, GMDC noted. And technology is paving the way for consumers to manage their diabetes at home through a surge of innovation and inventive products that appeal to those shoppers who “self-care."
First, the opportunity surrounding patients with diabetes is significant. Diabetes patients are spending between $1,000 and $2,500 each year on diabetes supplies alone, Manoufar noted. "If you go beyond that, on average [patients with diabetes] have 2.6 additional illnesses on top of their diabetes," she said. "That could be another $1,000 to $3,000 per year in annual prescription costs." According to J&J research, the front-end basket of a diabetes patient is five times larger than that of a patient who doesn't have diabetes.
J&J's OneTouch team has recently invested in a solution called KnowMyCoPay, which empowers diabetes patients and their pharmaicsts with a tool to help them best manage their diabetes spend.
Another helpful disease management tool is the OneTouch app. "We really believe this is the future of diabetes management," Bender shared. "It's not just managing the number through a meter but managing the data through digitally-based technologies."
Bayer brings Aleve Direct Therapy to TENS device space
WHIPPANY, N.J. – Bayer on Thursday joined the number of companies fielding a TENS pain relief device with Aleve Direct Therapy.
"For people suffering from lower back pain the availability of the Aleve Direct Therapy TENS Device is good news. The device provides drug-free, deep penetrating lower-back pain relief, without a prescription," stated Fred Duchin, VP marketing Analgesics of Bayer's Cough & Cold, Cardiovascular, Consumer Health Division.
Aleve Direct Therapy is indicated for the temporary relief of pain associated with sore and aching muscles in the lower back due to strain from exercise or normal household and work activities. Aleve Direct Therapy is regulated as a Class II medical device and was cleared by the U.S. Food and Drug Administration.
"Aleve Direct Therapy puts controllable TENS technology in consumers hands without having to visit the doctor. It provides high intensity of power and its wireless remote control makes it easy to adjust the power of intensity to fit the user's needs," said Andre Schmidt, VP, US Medical Affairs, Consumer Health Division, Bayer.