The convenient cure

Disprin is the number one selling aspirin analgesic in grocery

Many consumers rely on their local shop to have a range of cold and flu remedies at the ready as a first form of defence against illness, writes Fionnuala Carolan

Brand Central

16 October 2012

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OTC

AT A GLANCE: OTC MEDICINES

• Disprin is the number one selling aspirin analgesic in grocery (Source: Based on Nielsen Value Sales MAT September 2011)

• The Gaviscon range is the number one choice for Irish consumers for heartburn and indigestion (Source: IMS MAT June 2010-June 2011)

• Gaviscon’s TV campaign will ensure that nine out of 10 of your consumers will have seen a Gaviscon ad this year

• The Lemsip range is the number one selling cold and flu range in grocery, commanding over 80% market share YTD (Source: AC Nielsen Jan-Aug 2012)

• Strepsils has over 45% share in the grocery market (Source: AC Nielsen YTD Jan – Aug 2012)

• Ampersand supplies OTC brands to 3,000 convenience stores

• Pfizer Consumer Healthcare supplies two analgesic brands to the grocery sector in Ireland; Anadin and Tramil

• The multivitamin market is buoyant and showing excellent growth of +5.5% in value growth and +12.7% volume growth

• Berocca is the number one player in the multivitamin category with 50.7% value market share in the grocery sector (Nielsen Scantrack at 9/9/12)

• Rubex Reload is a great tasting orange flavoured effervescent multivitamin and mineral food supplement designed to help maintain energy levels

• Tipol is the only paracetamol granules for oral use without water in Ireland

When feeling poorly, most prefer to try to stem the problem before visiting a doctor and paying upwards of EUR*50 for the privilege, as well as waiting in line with the risk of catching something worse from other sick people in a waiting room. Many chemists close early so the local convenience store or supermarket is often the only place to purchase a quick cure. According to Mintel, the global pharmaceutical market will double in value by 2020, making it a hugely lucrative market. Within this the multivitamin market is on the rise and showing growth of +5.5% in value growth and +12.7% volume growth.

Disprin is the number one selling aspirin analgesic in grocery

There are a number of new products released this year so be sure to have the full range of over the counter medicines in stock this winter to take maximum advantage.

The number one aspirin

Disprin is the number one selling aspirin analgesic in grocery*. Disprin is available in a range of aspirin based formats including Disprin Extra Strength Soluble tablets, Disprin Direct tablets, Disprin Original tablets 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.

*(Source: Based on Nielsen Value Sales MAT September 201

Gaviscon – What a feeling!

The Gaviscon range is the number one choice for Irish consumers for heartburn and indigestion (Source: IMS MAT June 2010-June 2011). It is also the fastest growing brand in grocery (Source: AC Nielsen MAT June 2010-June 2011).

The Gaviscon range includes liquid and tablets that provide long lasting relief from the pain and discomfort of heartburn. Gaviscon is also available in a handy pack for use anytime and anywhere. 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 of your consumers will have seen a Gaviscon ad this year, with Gaviscon ranking the number one category investor (Source: Zenith Optimedia, September – December 2011). New to the range is Gaviscon Extra, helping patients who suffer from both heartburn and indigestion (Always read the label).

Choose a Lemsip for you

The Lemsip range is the number one selling cold and flu range in grocery, commanding over 80% market share YTD (Source: AC Nielsen Jan-Aug 2012). This cold and flu season, Lemsip has made it even easier for shoppers to choose the right product for the right symptoms, helping 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 in several formats such as sachets, capsules and tablets.

Lemsip 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 to highlight its presence in store. Nine out of ten people will see a Lemsip TV ad this winter (Source: Zenith Optimedia, 2012).

Fast, soothing relief with Strepsils

Strepsils provides fast, soothing relief from the discomfort of sore throats. Strepsils has over 45% share in the grocery market (Source: AC Nielsen YTD Jan – Aug 2012). New to the range is Strepsils for adults and children over six – a soothing sore throat remedy that’s specially formulated with no artificial colours and no sugar.

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. (Source: Zenith Optimedia, 2012)

Ampersand supplies 3,000 convenience stores

One of the longest established distributors of consumer goods to the convenience trade in Ireland, Ampersand, has obtained an IMB licence and will commence its new service in the coming months.

With over 3,000 direct convenience store customers throughout Ireland, Ampersand is extending its successful convenience channel service into the OTC category to meet demand from its customers and to provide the sector with a range of brands and products from within the category. The extended service will also ensure that end consumers have access to their preferred brand when calling on their nearest convenience store, especially when making a distress-purchase.

Ampersand attributes its ongoing success within the convenience channel to the excellent level of service it continues to provide to its customers and its loyal and committed nationwide sales team with local representatives based in each territory.

Ampersand has obtained an IMB licence and will commence its new service in the coming months

In today’s challenging market, Ampersand’s sales force continues to sell to every corner of Ireland and across all shop formats and sizes. Ampersand also has a specialised sales development team that can deliver "on the spot" with no minimum outer order quantity.

Ampersand will commence its personalised service of nationwide supply of OTC brands direct to convenience store owners and managers this winter.

Advantages offered by Ampersand include:

– Established and experienced sales team all directly employed with no third party agents

– Regular face to face meetings with 3,000 store owners and managers

– Long term commitment to selected brand, starting with distribution and building loyalty and range

– Many years trading history with all symbol groups

– Full nationwide coverage

– No minimum orders, deliver ex VAT

For more information phone Sinéad on 4130100 or send an email to sinead@ampersandsales.ie.

Anadin and Tramil from Pfizer Healthcare

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. Ask your Anadin rep for the Anadin shelf unit which ensures your products will be merchandised correctly and remains tidy on shelf allowing consumers to find their preferred product quickly.

With both aspirin and paracetamol formulations available there is an Anadin product to suit a wide range of consumers. Research indicates that consumers use different products from the Anadin range depending on the particular complaint from which they are suffering, e.g. 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.

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. For correct use read instructions carefully. Display all medicines out of the reach of children.

Berocca dominates multivitamin category

The multivitamin market is buoyant and showing excellent growth of +5.5% in value growth and +12.7% volume growth.

Berocca is the clear number one player in the category with 50.7% value market share in the grocery sector (Nielsen Scantrack at 9/9/12).

Berocca has two strong sub brands, Berocca Performance, the original Berocca which was launched in the year 2000 and Berocca Boost, launched in 2008. Berocca Performance is a clinically proven high dose formulation of B and C vitamins and minerals and is ideal for hectic and demanding lifestyles. It is most popular as a refreshing vitamin drink in the morning time and ensures a healthy start to the day. Berocca Performance is also ideal before or after sport when there is increased stress and strain on the body.
Berocca Boost is clinically proven to give you a fast effective boost whenever you need it, whether it is a long meeting or a business trip. Berocca Boost contains B and C vitamins and minerals with guarana, a natural energiser with a fast onset of action.

Bayer gives heavy support to the Berocca brand throughout the year with heavy TV advertising, in-store promotion, online campaigns, sampling events and PR. Cian Healy, a highly successful Irish rugby international is the brand ambassador for Berocca Performance and is a regular Berocca user. The little green ninja delivers the powerful energising kicks in our Berocca Boost adverts and is now a much-loved character with the Irish public.

For more information on Berocca visit berocca.ie or visit us on facebook at facebook.com/beroccaboostninja.

Reload with Rubex

Ricesteele is Ireland’s leading indigenous manufacturer of over the counter medicinal and lifestyle products. The company has recently extended the Rubex line of products and redeveloped the overall brand image to give it a fresh and vibrant look to resonate more effectively with today’s consumer.

Rubex Reload is the latest Rubex product to be introduced to the market. Rubex Reload is a great tasting orange flavoured effervescent multivitamin and mineral food supplement designed to help maintain energy levels. The product provides high doses of B Vitamins, Vitamin C,

Magnesium and Calcium that work together to enhance physical performance and support nutritional balance. Reload is aimed towards the 18 – 30 year old market from young professionals to students leading busy active lives. Taking a Reload tablet each day is a great way to get key nutrients and maintain energy levels necessary to get the most out of life. The brand is being actively supported with a heavyweight media campaign that includes radio, outdoor, social media and POSM.

Rubex Vitamin C has been repackaged as part of the range re-alignment. The message to consumers is that Rubex Vitamin C should be taken everyday. Vitamin C is essential for our bodies yet we lack the ability to store it but with a daily dosage you reduce the recovery time associated with cold and flu.

Rubex Boost has also had a packaging overhaul but its great product formula offers a high quality one-per-day multivitamin. It is designed to improve your overall bodily functioning and boost both physical and mental health and well-being. Rubex Boost is targeted at the 1 million plus active sports participants in Ireland as its unique blend of 11 vitamins gives the user the combined benefits of all of the ingredients working together.

Tipol offers the only paracetamol granules for oral use without water in Ireland

Carysfort Healthcare launches in Ireland

Carysfort Healthcare is a new privately owned small Irish pharmaceutical company and it has just launched its first innovative GSL licensed medicines to the Irish market.

Tipol provides the only paracetamol granules for oral use without water in Ireland. The cappuccino flavour was developed for safety reasons to prevent children from taking this strength of medicine. Tipol is just ‘tipped’ on the tongue and swallowed. The administration format of Tipol is ideal for adults and children from four years of age while also convenient for people who have difficulty swallowing tablets.

The company’s quality management system is managed by Dr Muiris Dowling, quality manager at Carysfort Healthcare.

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