Counter revolutionaries
With three-quarters of Irish adults using OTC remedies to treat a cold or flu, the prognosis for this category appears healthy, writes Gillian Hamill
Print15 December 2010
At a glance: OVER THE COUNTER REMEDIES
- The Lemsip range is the number one selling cold and flu range in grocery, commanding 80% market share year-to-date (AC Nielsen MAT Jan-July 2010)
Nine out of 10 people will see Reckitt Benckiser Lemsip and Strepsils TV ads this winter (Zenith Optimedia, September – Dec 2010)
Three new Lemsip TV ads will air throughout the current winter season
Strepsils has a 40% share of the grocery market and has made the largest share gains in the category over the past 12 months, up by +3% (AC Nielsen MAT June 2009-July 2010)
Disprin is the number one selling aspirin analgesic in grocery (based on Nielsen Value Sales MAT April 2010)
The Gaviscon range is the number one choice for Irish consumers for heartburn and indigestion (AC Nielsen MAT June 2009-July 2010 and IMS MAT June 2009-July 2010)
Gaviscon is the fastest growing brand in its category in grocery (AC Nielsen MAT June 2009-July 2010)
Gaviscon’s TV campaign will ensure that nine out of 10 consumers will have seen a Gaviscon ad this year, with Gaviscon ranking the number one category investor
Pfizer Consumer Healthcare supplies two analgesic brands to the grocery sector in Ireland; Anadin and Tramil
Anadin is one of the longest established and most well known brands in the Irish OTC market
Reflecting Irish trends, market analyst Mintel reports the outlook for cold and flu products is set for renewed growth. The 25-34 age band is forecast to grow by 11.4% over 2010-2015 to 9.1 million adults. These are higher than average sufferers of colds and flu so this will help to boost demand.
While own-brand remedies are gaining in popularity, cold and flu remedies remain an essential store cupboard item for many adults – 57% always have a supply at home. And they are widely used; half of all adults would treat flu with a slight temperature without consulting the doctor. Similarly, a Quinn Health survey showed three quarters of adults take OTC medicine to treat a cold or flu, while only one in five visits their doctor.
Innovation is being led by the market leaders who are building their ranges and brand presence by developing added-value products, supported by high profile advertising campaigns and commanding premium prices, according to a recent Mintel report. Brands are differentiating their products by making their formulations more powerful, and either all-in-one combinations or more symptom specific products.
Hot cure for cold and flu
The Lemsip range is the number one selling cold and flu range in grocery, commanding 80% market share year-to-date (AC Nielsen MAT Jan-July 2010).
This season Lemsip is repackaging the range and making it easier for consumers to understand which Lemsip product is for them. Lemsip is available in several different variants, which treat different symptoms of cold and flu, and come in several different flavours including Hot Lemon, Lemon and Menthol and Blackcurrant.
Lemsip is also launching Lemsip Cold & Flu 500mg tablets which can be swallowed as a tablet or dissolved in water to make a hot drink. This Lemsip product offers consumers the opportunity to “choose how to use”.
The launch will be heavily supported throughout the cold and flu season with TV, outdoor and press. It will also be supported heavily in store with eye catching point of sale materialsto highlight its presence in store.
Nine out of 10 people will see a Lemsip TV ad this winter (Zenith Optimedia, September – Dec 2010) with three new Lemsip TV ads on air throughout the season.
Effective relief for sore throats
Strepsils has a 40% share of the grocery market and has made the largest share gains in the category over the past 12 months, up by +3% (AC Nielsen MAT June 2009-July 2010). Strepsils provides fast, soothing relief from the discomfort of sore throats.
September 2010 sees the launch of New Strepsils Warm Lozenges, providing all the warmth and comfort of a hot drink and the anti bacterial action of Strepsils.
Strepsils Warm delivered the best ever consumer tests for Strepsils when tested with consumers. As well as the traditional Strepsils blister pack, Strepsils Warm is also available in a convenient tube for effective relief of sore throats anytime, anywhere.
Strepsils will be supported very heavily this season with TV, outdoor and eye catching point of sale. Nine out of 10 people will see a Strepsils TV ad this cold and flu season.
Disprin is the highest selling aspirin analgesic
Disprin is the highest selling aspirin analgesic
Aspiring aspirin sales
Disprin is the number one selling aspirin analgesic in grocery (based on Nielsen Value Sales MAT April 2010). The Disprin range includes Disprin Extra Strength, Disprin Direct (should be allowed to dissolve on the tongue), Disprin Original and Paracetamol Tablets from the makers of Disprin. Disprin acts as a key brand beacon for the analgesic category and is supported in store with strong point of sale material.
The full trade names of the Disprin products in grocery are: Disprin Original 300mg Dispersible Tablets; Disprin Extra Strength 500mg Effervescent Tablets; and Disprin Direct 300mg Chewable Tablets.
Stopping heartburn in its tracks
The Gaviscon range is the number one choice for Irish consumers for heartburn and indigestion (AC Nielsen MAT June 2009-July 2010 and IMS MAT June 2009-July 2010). It is also the fastest growing brand in the category in grocery. (AC Nielsen MAT June 2009-July 2010) The Gaviscon range includes liquid and tablets that provide long lasting relief from the pain and discomfort of heartburn. Gaviscon helps stop acid rising from the stomach by forming a protective layer on top of the stomach contents.
Gaviscon’s strong TV campaign will ensure that nine out of 10 consumers will have seen a Gaviscon ad this year, with Gaviscon ranking the number one category investor.
The full trade names of the Gaviscon products available in grocery are;
• Gaviscon 250mg Peppermint/ Lemon Chewable Tablets, Sodium Alginate 250mg, Sodium Hydrogen Carbonate 133.5mg, Calcium Carbonate 80mg;
• Gaviscon Liquid Aniseed Flavour Oral Suspension, Sodium Alginate 500mg, Sodium Bicarbonate 267mg, Calcium Carbonate 160mg;
• Gaviscon Liquid Peppermint Flavour Oral Suspension, Sodium Alginate 500mg, Sodium Bicarbonate 267mg, Calcium Carbonate 160mg
A powerful choice
Pfizer Consumer Healthcare supplies two analgesic brands to the grocery sector in Ireland; Anadin and Tramil. The Anadin range is one of the longest established and most well known brands in the Irish OTC market and as such is a ‘must stock’ range particularly in the convenience sector where consumers want to find the product they are looking for quickly.
There are four Anadin formulations available in grocery channels: Anadin Tablets, Anadin Maximum Strength Capsules, ParaPlus and Paracetamol Tablets from the makers of Anadin.
Research indicates that consumers use different products from the Anadin range depending on the particular complaint from which they are suffering, eg, headache, backache, period pain or symptoms of colds and flu, etc. Thus, for retailers, it is important that they offer consumers a full choice by stocking the complete Anadin range. Retailers can ask their representative for eye catching shelf-edgers which will assist consumers in choosing their product option.
Tramil is another popular analgesic Irish grocers can offer their customers. Paracetamol based, Tramil is indicated for the treatment of headache, migraine, period pain and to treat the symptoms of colds and flu. Available in attractive silver packs, Tramil offers fast pain relief which is easy to swallow.
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