Supplements More 'Mainstream' Than Alternative In Consumer Health Market
This article was originally published in The Rose Sheet
Sales of dietary supplements promoted as non-drug alternative remedies and stocked nearby OTC in stores grew almost 12% in 2017, says Kline analyst Laura Mahecha. Retailers began co-stocking the about five years ago but in many cases the supplements currently have primary placement on shelves.
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Supplement brand being marketed to compete with OTC drugs, including J&J's own brands, in cough and cold and other categories helped J&J overall consumer health sales grow 9.7% to $440m in Q3. Oral care brands showed 3.2% worldwide growth to $384m, benefiting from recent launch of chewable Listerine Ready! Tabs.
Topical analgesic sales grew double digits in 2017 on innovation and adhesive patch launches, helping drive 2.1% growth of US manufacturers' OTC drug sales in 2017 to $21.2bn, Kline & Co. independent consultant Laura Mahecha says. But private label continues to outpace branded product sales growth.
Innovus Pharmaceuticals is among the firms offering supplements and OTC drugs sold together, an option CRN encourages FDA to allow. FDA will determine on a case-by-case basis whether co-packaged OTCs and supplements already available are in violation of a proposed rule on drug co-packaging.