Category reiew - Drug Store News

CategoryReview OTc

Buy-in ? homeopathy

Natural products to bloom in sales

By Michael Johnsen

Homeopathy is hopping. Sales of many of the homeopathy brands represent some of the fastest-growing products across the OTC landscape these days, as evidenced by the number of brands escalating on the top 10 lists across several categories. Overall, sales of homeopathic medicines totaled $1.3 billion for the 52 weeks ended Dec. 22, up 8% according to SPINS, which tracks sales across both the natural channel (excluding Whole Foods) and mass retailers. According to a survey conducted by the market research firm Kline, more than 45% of consumers consider natural OTCs like homeopathic products effective. And more than 40% believe that natural OTCs are safer and/or have fewer side effects than

traditional OTCs. Business opportunities

vary across product categories, noted Laura Mahecha, industry manager at Kline's Healthcare practice. "For instance, while cough and cold preparations are expected to grow at a rate of only 5% Hyland's Leg to reach $320.9 billion Cramps Ointment in 2016, it is anticipated that sleeping aids will grow by about 18% per year to reach $54 million in 2016 from $23.5 million reported in 2011," she said. "Growth in natural OTCs will be dependent on whether consumers continue to find them effective and safe."

Beyond opportunities within sleep, external analgesics containing arnica may be-

Sales of herbal and homeopathic products across all channels

category Herbal formulas Homeopathic medicines Herbal singles Flower essences

Sales* $599.7 376.9 299.2

12.4

% Chg 8.5% 8.2 6.5 13.1

* In millions Source: Encompassing the 52 weeks ended Dec. 22, SPINS Natural Channel (excluding Whole Foods), SPINS Specialty Channel and SPINS Mass Channel (food, drug and mass)

come another growth driver. "You're going to see the leg cramps and the arnica really come full force in the next 12 months," said Les Hamilton, VP sales for Hyland's. Menthol rubs are common across the category, he added, and the homeopathic external analgesic solutions could supply some "newness" to the category.

Parents seek homeopathy for household

A sick child leads to one certainty: parents in search of safe and effective symptom relievers that will allow their child -- and subsequently, themselves -- to get some rest.

That movement toward homeopathic remedies is reflected in the sales data. For example, SymphonyIRI Group vendor-level data for the 52 weeks ended Dec. 30, 2012, in the cough syrup sub-category, both Similasan and Hyland's outpaced category growth of 4.6% with growth rates of 53.1% and 58.5%, respectively. And across cold and allergy liquid formulations, growth of No. 10 brand Hyland's was tracking at 46.7% versus 11.5% for that entire category.

This cough-cold season Hyland's launched its Defend-Plus line, an homeopathic coughcold symptom reliever for adults. Hyland's already has a share of the pediatric cough-cold market. Defend-Plus will help Hyland's reach the mom buying cold medicines for the rest of the family.

Top 10 cold/allergy/sinus liquids

brand Vicks Nyquil Mucinex Fast Vicks Dayquil Mucinex Tylenol Cold Robitussin Benadryl Dimetapp Vicks Nyquil and Vicks Dayquil Hyland's TOTAL

Sales* $152.9

76.0 36.0 35.2 35.1 30.3 28.1 23.0 23.0 22.4 $986.7

% Chg 2.3%

161.7 -2.4 57.7

189.5 2.9

554.1 12.5 109.3 46.7 11.5%

* In millions Source: SymphonyIRI Group for the 52 weeks ended Dec. 30, 2012, Total U.S. Multi-Outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains)

Top 10 cough syrup vendors

brand Reckitt Benckiser Pfizer Procter & Gamble Prestige Brands Holdings Health Care Products Honey Naturals Similasan Hyand's Boiron Qualitest Products TOTAL

Sales* $144.7

85.8 46.3 11.0 6.9 6.3 6.3 4.6 3.4 3.3 $444.6

% Chg 14.0% -5.2 -0.1 34.1 3.9 102.8 53.1 58.5 -19.2 -0.9 4.6%

* In millions Source: SymphonyIRI Group for the 52 weeks ended Dec. 30, 2012, Total U.S. Multi-Outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains)

1 ? february 18, 2012



CategoryReview OTc

buy-in ? homeopathy

Top 10 cough/sore throat drops

BRAND Kraft Foods Ricola Matrixx Initiatives Prestige Brands Holdings ProPhase Labs Reckitt Benckiser Insight Pharmaceuticals Burt's Bees Lofthouse of Fleetwood Fields of Nature TOTAL

Sales* $244.5 101.3

49.1 48.7 26.5 25.0 10.6 6.4 4.8 2.9 $619.0

% Chg 0.4% 3.2

-10.7 0.9 16.0 18.2 -4.1

255.9 1.9

337.3 14.5%

* In millions Source: SymphonyIRI Group for the 52 weeks ended Dec. 30, 2012, Total U.S. Multi-Outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains)

Top nine sleeping aid liquids

brand Vicks Nyquil Zzzquil Dream Water Neuro Sleep Snorestop Extinguisher Alteril Sleep Formula 39 Bach Rescue Sleep Zazen Badger TOTAL

Sales* $36.1 5.6 5.5 1.8 1.1 0.8 0.3 0.1 0.1 $51.6

% Chg NA

205.3% 83.1 10.2 378.8

NA 0.4 NA -36.1 572.5%

* In millions Source: SymphonyIRI Group for the 52 weeks ended Dec. 30, 2012, Total U.S. Multi-Outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains)

Top 10 ear drops/treatments

brand Debrox Hyland's Murine Ring Relief Swim Ear Auro Auro Dri Similasan Healthy Relief E-R-O Humco TOTAL

Sales* $19.0

9.9 5.2 4.5 2.9 2.4 2.3 2.2 1.6 1.3 $71.7

% Chg -6.3% 59.1 -13.8 40.8 -32.0 56.5 -0.5 -68.4 -0.4 -0.2 -2.7%

* In millions Source: SymphonyIRI Group for the 52 weeks ended Dec. 30, 2012, Total U.S. Multi-Outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains)

Top 10 sleeping aid tablets

brand Vicks Nyquil Zzzquil Unisom Sleepgels Alteril Unisom Sleeptabs Nature Made Sleep Sominex Midnite PM Unisom Sleepmelts Sleep MD Hyland's Calms Forte TOTAL

Sales* $27.5 26.2 19.4 13.8 9.1 5.5 5.1 4.4 3.8 3.7 $265.8

% Chg NA 10.7 69.8 -2.3 1.7 -6.0 20.8 -6.1

-15.5 10.6 24.7%

* In millions Source: SymphonyIRI Group for the 52 weeks ended Dec. 30, 2012, Total U.S. Multi-Outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains)

Top 10 oral pain relief brands

brand Orajel Baby Orajel Anbesol Hyland's Kank A Kank A Softbrush Orabase GUM Canker X Gly-Oxide Orajel PM TOTAL

Sales* $56.7 26.9 22.8 12.2 8.1 4.7 3.3 3.2 3.2 2.8 $187.1

% Chg -7.0% -0.3 -1.7 96.9 5.0 5.0 -8.9 -0.4 -12.8 -3.2 1.5%

* In millions Source: SymphonyIRI Group for the 52 weeks ended Dec. 30, 2012, Total U.S. Multi-Outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains)

2 ? february 18, 2013



CategoryReview OTc

buy-in ? homeopathy

Spring forecast: Increase in allergy symptoms

By Michael Johnsen

As spring approaches, people with allergies can blame global warming for some of their suffering, according to the American College of Allergy, Asthma and Immunology. Weather conditions have a significant effect on the levels of pollen and mold in the air, which affects the severity of allergies.

That suggests mold allergens could be particularly prominent this spring given the extent of drought across the United States -- dry and hot weather lifts molds from the soil to be carried by the air. In addition to tree pollen,

springtime mold contributes to hay fever. As many as 9% of children suffer from such

hay fever symptoms as itchy eyes, according to the Centers for Disease Control and Prevention. Homeopathic manufacturer Similasan last year identified seasonal eye allergies as a significant opportunity. At launch Similasan's Kids Allergy Eye Relief was the only eye drop in the mass market formulated for children older than two years. "We wanted to create a solution for kids that is made with 100% natural active ingredients [and] is safe," Dan Quail, VP sales Similasan, told DSN. With this launch, Quail suggested Similasan may have

a comprehensive solution set for moms hoping to relieve symptoms of children with a cold or allergies -- a homeopathic cough syrup for their throat, an ear drop solution for when a sinus infection extends into the ear cavity and now, a natural solution for itchy eyes.

During the upcoming three Similasan's months, a much drier pattern Kids Allergy is expected across the southern Eye Relief third of the nation, from central California to the eastern Gulf Coast.

U.S. seasonal drought outlook for Jan. 17 to April 30, 2013

Drought to persist or intensify Drought ongoing, some improvement

Drought likely to improve, impacts ease

Drought development likely

Depicts large-scale trends based on subjectively derived probabilities guided by short- and long-range statistical and dynamical forecasts. Short-term events -- such as individual storms -- cannot be accurately forecast more than a few days in advance. "Ongoing" drought areas are approximated from the Drought Monitor (D1 to D4 intensity). For weekly drought updates, see the latest U.S. Drought Monitor. NOTE: The green improvement areas imply at least a 1-category improvement in the Drought Monitor intensity levels, but do not necessarily imply drought elimination.

Source: U.S. Department of Commerce and NOAA,released Jan. 17, 2013

3 ? february 18, 2013



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