J&J International Baby, Beauty Lines Could Lead Trimming 10% Of Consumer Portfolio
J&J plans to cut 10% of its consumer health portfolio, with most divestitures in the baby and beauty care segments outside the US. It plans to focus on growing “stronghold” categories of skin health and self care, including Aveeno and Tylenol.
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Supplement industry’s bullseye on “60 Minutes” after its June segment critical of probiotic health benefits generated the most reads for a US consumer health and overall for HBW Insight articles in 2020. Articles about COVID-19 enforcement actions weren’t as widely read as coverage of FDA’s reorganization in its OTC drug offices and its approvals of additional ingredients to be available OTC.
Listerine mouthwash drove J&J’s oral care sales up 11.4% in the fourth quarter. Tylenol for adults was the star of its OTC drug business but weakness of children’s Tylenol products and other OTCs led to flat sales.
While J&J benefits from “underlying strength” of its large skin care brands, it targets “regular additions of local, smaller brands,’ says global consumer business head Thibaut Mongon. Portfolio balance of international and localized brands helps it weather economic uncertainty during the COVID-19 pandemic.