Magazine article Drug Topics

What's Happening

Magazine article Drug Topics

What's Happening

Article excerpt

WHAT'S HAPPENING

The following is a brief summary of what's happening in a few individual categories in the over-the-counter industry. Data, supplied by Fairfield, N.J.-based Kline & Co., are based on 1991 retail sales.

ALLERGY RELIEF PRODUCTS

Sales for allergy relief products rose 9% from 1990 to 1991, to reach $270 million. Benadryl received 39% of the market share in 1991; Chlor-Trimeton, 22%; Tylenol Allergy Sinus, 8%; and Allerest, 7%. Private-level brands took 14%; the remainder of the market was made up of "other brands."

Despite the availability of Tavist-1 and Tavist-D in the nonprescription drug arena, Benadryl will remain the No. 1 brand, predicted Michael Perlmutter, consultant, Kline & Co. However, he said, Tavist could eventually surpass Chlor-Trimeton, the current brand.

ANALGESICS

The analgesics market, which includes aspirin, acetaminophen, and ibuprofen, totaled $2.75 billion in 1991, up 4% from 1990. Leading the category was Tylenol (Extra-Strength), with a 20% market share. Other contenders were Advil (14%), Bayer Aspirin Extra-Strength (6%), and Tylenol (regular strength), which captured 4% of the market. (This analysis did not include arthritis-relief or menstrual-pain products.)

Brands taking between 3.5% and 4% of the market were Anacin, Excedrin, Nuprin, and Motrin. Private-label products accounted for about 15% of the market in 1991.

Acetaminophen products are the most popular; they accounted for 40% of the market; aspirin, for 34%; and ibuprofen, for 26%.

Reports that aspirin can be a deterrent to heart attack or stroke are not necessarily going to push the segment because these are not "official uses," Perlmutter said. Also, if consumers take aspirin products for these reasons, they will usually turn to low-dose or children's aspirin.

ANTACIDS

The antacid market came close to $1 billion in 1991, rising 3% over the preceding year, according to Kline. This category is broken down into three segments--tablets, liquids, and effervescent products. Tablets command the greatest market share, followed by liquids and effervescents.

The greatest overall seller in the category in 1991 was Tums, which captured a 15% market share; this was followed by Rolaids, which had a 13% share. Other players included Mylanta, Mylanta II, Mylanta Extra-Strength, and Maalox, Pepto-Bismol, and Gaviscon.

Leading the liquid segment of the market was Pepto-Bismol. However, Mylanta and Mylanta II together surpassed Pepto-Bismol.

The top effervescent product was Alka-Seltzer.

In this category, private-label products accounted for less than 5% of the market.

The main movement in this category was the addition of extra-strength products and improved flavors, Perlmutter said. …

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