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Switch, relaunch increase sales

BY Michael Johnsen

The big story in the digestives space is the switch and launch in May of Pfizer’s Nexium 24HR. In a little more than 10 weeks on the shelf, the brand has generated $53.6 million in sales across total U.S. multi-outlets for the 52 weeks ended Aug. 10, according to IRI. At that pace, annual sales of Nexium 24HR will approach — if not exceed — $300 million, which will make it the No. 2 brand behind Procter & Gamble’s Prilosec OTC.

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Nexium 24HR is the fourth proton-pump inhibitor to cross over from prescription-only to nonprescription, and while it’s becoming a crowded space, Nexium 24HR generated $2.1 billion in prescription sales in 2013, according to prescription patent holder AstraZeneca. So there now are a significant number of new patients shopping OTC digestive aisles.

Chattem’s Rolaids have been on the shelf for a little more than a year now, generating $21.2 million in sales and ranking the brand at No. 14 among antacid tablets. And Bayer’s Alka Seltzer Fruit Chews has helped lift sales of the Alka Seltzer brand $15.9 million on 230.2% year-over-year growth.

Probiotics also have trended well, with the best-selling probiotic, P&G’s Align, generating $72.3 million on a sales incline of 4.9%. I-Health’s Culturelle and Bayer’s Trubiotic are on sharper growth trajectories with $74.1 million in sales on growth of 20.1% and sales of $24.3 million, up 51.7%, respectively.

 

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SpiderTech launches kinesiology tape

BY Michael Johnsen

TORONTO — SpiderTech is one of the more recent companies to announce the launch of a kinesiology tape at retail. Kinesiology tape is trending, as evidenced by sales of one of the first tapes on the market — the KT Tape Pro, which generated growth of 258.5% toward a sales base of $5.8 million for the 52 weeks ended Aug. 10 across U.S. total multi-outlets, according to IRI.

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Camber adds new execs

BY Michael Johnsen

PISCATAWAY, N.J. — Camber Consumer Care, which focuses on both consumer care and prescription-to-OTC switch products, recently introduced new executives to its staff.

John Segura has been named VP marketing and operations. He was most recently involved with the management and development of a private-label OTC division, including the integration of multiple manufacturing and packaging sites.

Vic Mazzacone has been named VP sales. Mazzacone has more than 25 years of sales leadership with such companies as GlaxoSmithKline and Novartis. Rich Matchett has been appointed as director of sales. He’s spent the last year-and-a-half in the private-label OTC market with Sun Pharma.

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