Get better soon!
For many consumers, visiting the GP is an expensive habit to adopt in order to treat common complaints. Fortunately, over-the-counter (OTC) remedies can provide fast and effective relief for a range of ailments, writes Gillian Hamill
Print13 October 2014
AT A GLANCE: OTC
Nicorette is the clear market leader within the nicotine replacement therapy (NRT) market with a 75% share*
In marketing terms, Nicorette holds a 77% share of voice, investing heavily above-the-line across all mediums**
The vitamin and minerals market is worth circa €8.5m in grocery***
Multivitamins is the largest category within this and Berocca is the number one brand with 46% share***
Over four in five Irish consumers have heard of Berocca and over 20% of Irish consumers have tried Berocca in the past 12 months****
The new Panadol Actifast €350,000 media campaign will target parents and educate them on the fast, effective pain relief benefits that the brand provides
*(Source: IMS value share Jan – Aug 2014)
**(Source: Addynamix Jan – Aug 2014)
***(Source: Nielsen Scan track, 18 May 2014)
****(Source: Coyne Research, 30 Jan 2014)
Reflecting Irish trends, market analyst Mintel recently reported the outlook for cold and flu products was set for renewed growth. Cold and flu remedies remain an essential store cupboard item for many adults; 57% always have a supply at home. Indeed, 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.
The vitamin and minerals market is also an important sector within grocery, currently worth approximately €8.5 million. Multivitamins is the largest category within this, with consumers keen to boost their systems and improve their general health and wellbeing.
A significant development occurred earlier this year in July within the nicotine replacement therapy (NRT) category. The status of the NRT market leader, Nicorette, has been changed from ‘pharmacy only’ to ‘general sales’, with the result that Nicorette is now available across general retail and grocery outlets.
Tear into your day
Berocca has created a new single serving functional vitamin sachet to attract those who don’t routinely shop for vitamins. Through making the brand more accessible to on-the-go consumers, new Berocca Singles offers consumers a healthy alternative to more traditional energy drinks. Berocca Singles is a unique proposition for the convenience and impulse channel offering an incremental sales opportunity for retailers and further providing perfect link sale opportunities with bottled water.
The vitamin and minerals market is worth circa €8.5m in grocery*. Multivitamins is the largest category within this and Berocca is the number one brand with 46% share*. Berocca single sachets offer retailers an opportunity to unlock a share of this market with a tried and trusted brand. With over four in five Irish consumers having heard of Berocca and over 20% of Irish consumers having tried Berocca in the past 12 months**, Berocca not only brings a new offering to the market but a significant existing loyal group of consumers.
The sachet contains one orange tablet that works exactly the same as Berocca Performance tablets in the standard tube format. The vitamin sachets tablet must be dissolved in water to create a refreshing, energising drink. Each serving of Berocca contains energy-releasing vitamins and minerals providing a healthy way to stay on top form. Berocca does not contain any artificial stimulants, caffeine or sugar.
Berocca Single Serve Sachets are available in shelf-ready counter top packaging to assist ease of shop and merchandise in-store. The launch will also be supported by nationwide outdoor, morning radio, sampling and in-store POS including clips strips for dual siting.
New Berocca Single Sachets have been available since 14 September in grocery convenience and forecourt stores nationwide.
Speaking about this brand development Enda Ryan, brand manager for Berocca said: “We developed Berocca Singles to address the growing consumer demand we see for healthy, functional vitamin products on-the-go. Berocca Singles provides consumers with a sugar and caffeine free, refreshingly tasty, functional vitamin product packaged in a convenient foil sachet, perfect for that on-the-go consumer.”
For further details, contact your Jaymark sales representative or call the Jaymark office on 01 4081571.
*(Source: Nielsen Scan track, 18 May 2014)
**(Source: Coyne Research, 30 Jan 2014)
Fast, effective pain relief
The new Panadol ActiFast €350,000 media campaign will target parents and educate them on the fast, effective pain relief benefits that the brand provides to enable people to get back to enjoyable moments that matter quickly when pain strikes.
The media campaign features a father and son spending quality time together, with the child dressed as a superhero. The advert highlights that these important life moments shouldn’t be disrupted by annoying aches and pains – Panadol Actifast can help save the day when these issues arise. The media campaign will be supported with outdoor and digital advertising. There will also be new in-store POS to help maximise sales and drive further brand awareness, which features the ‘Made in Ireland’ tag.
Q&A with…
Emily O’Riordan, Nicorette brand activation manager
In July this year the supply status of the nicotine replacement therapy (NRT) ‘Nicorette’ was switched from ‘pharmacy only’ to ‘general sales’ meaning Nicorette is now available across general retail and grocery outlets. What does this mean for retailers? It means you can now order and sell NRT products which represent one of the highest value categories within pharmacy.
The nicotine replacement therapy (NRT) products category is hugely competitive. How do you differentiate your product in such a crowded marketplace?
Nicorette is the clear market leader within the nicotine replacement therapy (NRT) market with a massive 75% share*. The strength of this performance lies in Nicorette’s track record of innovation coupled with significant investment both above and below-the-line.
Nicorette was first launched onto the Irish market over 30 years ago and has consistently met consumers’ needs through launching innovative new formats and tapping into the challenge that lies ahead for consumers trying to quit smoking. Nicorette offers the widest range of products and formats and recognises that every individual’s journey is different.
How does Nicorette plan to promote its brand to consumers?
Nicorette holds a 77% share of voice, investing heavily above-the-line across all mediums**. This will continue into 2015 with heavyweight TV, radio, digital, press and online. Nicorette also continually invests in innovative point of sale solutions designed to increase stand out and drive purchase.
These products are new to the retail sector, what advice can you give to retailers to help them drive sales?
It is extremely important that shoppers are aware of the fact that NRT products are now available across all retail outlets, so it is not just about visibility at the fixture but also driving shoppers down the medicinal aisle.
Stocking the right range is also crucial. Format choice is a key purchase driver within NRT as many people have tried and failed and want to try something new next time. Nicorette offers consumers the widest range of formats including Gum, Lozenge, Quickmist and Inhaler.
The last key requirement would be good product knowledge. NRT can be a confusing category so it is important that retailers selling it are equipped with the knowledge to offer some advice and or recommendation.
*(Source: IMS value share Jan – Aug 2014)
**(Source: Addynamix Jan – Aug 2014)
Nicorette contains nicotine. Always read the label.
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