Church & Dwight Takes Homeopathic Turn For OTC Sales Driver, Acquires Zicam Marketer Matrixx
C&D CEO Matthew Farrell says Zicam has 73% share in the US zinc-containing wellness product market. It's acquiring marketer Matrixx Initiatives at a price almost 15 times Zicam brand’s projected 2021 EBITDA.
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Church & Dwight anticipates 15% growth for TheraBreath mouthwash brand in 2022 on larger sizes and wider distribution, especially outside US. It plans to acquire the firm for around $580m cash and close the deal before end of year
P&G could be using a door left open in FDA’s 2015 proposed rule that questioned the safety of offering co-packaged supplements and drugs. With OTC drug and supplement firms always looking to drive sales growth, competitors large and small could follow P&G through the door.
Vitafusion gummy vitamins had 24% consumption growth in Q3 and Zicam homeopathic cold remedies had 40%. Church & Dwight plans to increase prices on 80% of portfolio by the end of the 2022 Q1.