Shopping for a cure
David Corscadden examines the role that over the counter (OTC) medicines play in people's health and well-being
14 October 2013
AT A GLANCE: OTC MEDICINES
- Rennie range of antacids still remains the number one market leader for both value and volume in the antacid category
- Rennie has a total market share value of 44.5% (Source: Grocery Market data Nielsen/antacids/Val &Vol /MAT August 11th 2013)
- Tablets account for 60.3% of the total antacid market and Rennie currently holds a 73.7% market share of this (Source: Grocery Market data Nielsen/antacids/Extended Scantrack: MAT August 11th 2013)
- Multivitamins is an area of OTC that has seen great growth in recent years
- Berocca stands out as a clear leader as the number one multivitamin brand in all grocery channels (Source: Nielsen / Total Scantrack / Value Multivitamins / MAT TY/ Aug 2013)
- Berocca has the fastest selling multivitamin SKUs (Source: ACNielsen / Multivitamins / Distribution vs ROS by SKU)
- September 2013 saw Berocca-Boost celebrate its fifth successful year on sale in Ireland
- Consumer research revealed that two thirds of respondents expressed a liking for the new Pfizer Paracetamol packaging
- A massive 80% said that they would be likely to buy the product with e Pover half of these being positively influenced by the Pfizer branding
There has been a growing trend in recent years that has seen people, when they are feeling poorly and under the weather, trying to stem the issue themselves before going to visit a doctor. Tighter purse strings mean people cannot afford to spend upwards of €50 on a trip to a doctor when they may be able sort the issue out with OTC medicines, which do not need a prescription. People also try to avoid doctors’ waiting rooms to prevent sitting with other sick people and leaving with an illness that is much worse than what they originally went in with.
With the majority of chemists in the country closing earlier, people who work late in the evening and then have to commute home often find that that they are closed before they arrive. This has meant that more people are turning to their local supermarkets and grocery stores for items such as cold and flu relief, painkillers and indigestion relief.
Self-medication on the rise
Showing that this is a trend that has been gathering pace in recent years throughout both Ireland and the UK, market analyst Mintel stated in 2009 that the nation seemed to have taken health matters into its own hands in the UK. Mintel reported that "over the counter medicines have seen huge growth with an increase in consumers preferring to self-medicate rather than wait for a doctor’s appointment. There has been a 98% increase of sales of self-diagnostics such as blood pressure, blood glucose and body fat measuring kits in the 10 years to 2008."
The analyst went on to predict an increase of 18% in the value of over the counter medicines in the next five years, as consumers become increasingly reluctant to take time off work due to sickness. At the time, Mintel stated that the typical adult in Britain spent £59 per year on over the counter medicines with total market valued at an estimated £3 billion.
A leader in relief
The Rennie range of antacids still remains the number one market leader for both value and volume in the antacid category. The brand has amassed a total market share value of 44.5%* and also has the top two selling SKUs in the category. With tablets accounting for 60.3% of the total antacid market, Rennie currently holds a 73.7% market share of this section of the market**. The company believes that it is the convenience, effectiveness and great taste of its product that has made it number one and is what makes with consumers keep coming back to it and also makes it a must stock line for retailers.
Rennie provides a range of antacid tablets that come in several flavours including Orange, Peppermint and Spearmint. The range also offers a sugar free alternative in Spearmint flavour for consumers concerned with high sugar contents. The brand also offers Rennie Ice which it says offers fast cooling relief to consumers.
The range of products on offer, provide fast and reliable relief to symptoms such as heartburn, acid indigestion and trapped wind. Rennie claims to treat the source of the problem by gently neutralising the excess stomach acid into water and other natural substances.
Rennie has marketed the heartburn relief effect of its products to pregnant woman who commonly suffer with the problem throughout pregnancy. On its website, www.rennie.ie, it states that heartburn affects affects 22% of women in the first, 39% in the second and 72% in the third trimester of pregnancy. This is a common issue that the brand has poised itself to cater for.
Rennie has a heavyweight media campaign running throughout the year including TV and new radio advertising. This will be further supported along with a range of POS materials to support the sales channel, all of which will ensure it’s top of mind for consumers at key times.
The Rennie range of products is distributed by Jaymark Sales and Marketing.
*(Source: Grocery Market data Nielsen/antacids/Val &Vol /MAT August 11th 2013)
**(Source: Grocery Market data Nielsen/antacids/Extended Scantrack: MAT August 11th 2013)
Multivitamins is an area of OTC medicine that has seen great growth in recent years. As people cannot afford to take time off work being sick or even preform below par while at work, multivitamins have become a popular way to boost immune systems and to stay healthy.
Berocca stands out in this area as a clear leader as the number one multivitamin brand in all grocery channels*. Berocca has become one of the first stops with consumers when they feel they need a boost making it the fastest selling multivitamin SKUs**. The brand has continued to show steady positive growth every month, in both value and volume share, for 2013.
The Berocca range has two main sub-products in it. Berocca Performance, also known as the Original Berocca, was launched in 2000. It was then joined on shop shelves by Berocca Boost in 2008. Berocca Performance was created as the ideal product for people with hectic lives. The product has become very popular as a drink in the morning to provide a healthy start to the day. It is also used by athletes to counteract the extra stress and strain placed on their bodies during exercise.
Berocca Boost contains a high concentration of vitamin B complex, vitamin C as well as minerals including magnesium, zinc and calcium all targeted at providing users with what they need to stay healthy. It also contains guarana, a natural energiser and biotin, a substance which helps the aid the release of energy from food.
September 2013 saw Berocca Boost celebrate its fifth successful year on sale in Ireland. To support this, Berocca will implement a strong strategic mix of TV, radio, sampling events, print, PR and functional floor display units for promotional events. One of the most well-known promotional tools used by Berocca in promoting its brands is the Berocca ninja. The little green ninja has become synonymous with the Berocca Boost range and has become a favourite character with the Irish public.
For more information on Berocca visit www.berocca.ie or visit its Facebook page www.facebook.com/beroccaboostninja
*(Source: Nielsen / Total Scantrack / Value Multivitamins / MAT TY/ Aug 2013)
**(Source: Nielsen / Multivitamins / Distribution vs ROS by SKU)
New look pain relief
Pfizer Consumer Healthcare is delighted to announce the introduction of a new range of analgesics to the Irish market. Leveraging the strength of Pfizer, one of the world’s leading pharmaceutical companies, two new products are set to appear on retail shelves over the coming weeks Pfizer Paracetamol and Pfizer ParaExtra.
The two products were developed following extensive consumer research. Pfizer Paracetamol replaces the company’s existing Paracetamol 500mg product with an exciting new packaging design. Adding to the overall quality appearance and feel of the product, the packaging is being upgraded to metpol board for a sleeker and more sophisticated look compared to previous products.
With people looking for faster and faster relief from pain, Pfizer set out to meet this demand of consumers. Choice in the analgesics category will be broadened for consumers with the introduction of Pfizer ParaExtra. This product is a paracetamol and caffeine based capsule which provides rapid relief from pain.
Consumer research revealed that two thirds of respondents expressed a liking for the new Pfizer Paracetamol packaging. Significantly, a massive 80% said that they would be likely to buy the product with over half of these being positively influenced by the Pfizer branding.
As well as looking well, the range will be attractively priced ensuring that in today’s value lead environment, demand will be strong for the new range.
Adding to the on-shelf impact, the new Pfizer range will be presented in recyclable cardboard display trays enhancing standout and assisting with recognition and ease of selection for consumers.
On the launch of the new products the company has said that this launch was a global first for it in the branding of OTC medicines. It also said it was delighted to be introducing this product under the Pfizer brand – a brand which is well recognised and respected in Ireland and synonymous with cutting edge medicines.
Taking a closer look at the OTC market
Market analyst Mintel published a report entitled ‘OTC Painkillers and Cold and Flu Remedies – UK’ in June 2011 which contained several interesting findings on what consumers are searching for when they go out to stock up on OTC remedies
- A quarter of consumers wait until they are really suffering from pain or cold/flu symptoms before they medicate, according to consumer research conducted by Mintel
- The OTC pain and cold/flu market needs to try to increase usage among 16-24-year-olds, who have a high incidence for suffering from pain and cold/flu symptoms, but lower usage
- Commissioned research for the report shows that around a quarter of consumers wait until they are really suffering from pain or cold/flu symptoms before they medicate
- With 16-24-year-olds twice as likely as general owners to use mobile internet on a daily basis, OTC brands could introduce free mobile apps which can show users the percentage of people suffering from cold/flu in any given postcode, the types of symptoms that are most prevalent and which ones to look out for in a specific area. The application could also keep users updated on the latest cold and flu news and updates on the weather so they are prepared no matter where they are
- The 25-34-year-olds, who are the heaviest users of OTC cold and flu remedies are the most likely to take cold and flu remedies as soon as they experience symptoms
- Those in employment and those who are earning in excess of £50,000 are more likely to be interested in buying OTC remedies that are fast acting, as opposed to those who are unemployed or on lower incomes
- The taste and flavour of OTC medication is an important purchase driver for 16-24-year-olds in particular. When buying OTC cold/flu remedies, over half of 16-24-year-olds buy lozenges to treat symptoms. OTC cold/flu brands may focus on improving the taste of lozenges by introducing new flavours such as açaì berry flavour
- The active ingredient(s) contained within a particular medication is an important consideration for consumers