The U.S. Market for Private Label OTC Healthcare Products

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Publication Date: 2006-02-01

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The private label over-the-counter (OTC) market has been gaining ground rapidly over the past five years. The private label sector has shed its image of being a ‘me-too’ version of national brands and worked toward offering quality and innovation at an economical price. With benefits for consumers, retailers, and manufacturers, private label healthcare should experience solid growth through the end of the decade.

This report on the U.S. market for OTC private label products presents an in-depth analysis of the performance of various OTC private label drugs and healthcare products, including:

The report provides sales figures for private label products in relation to branded products in each category, analyzes average unit pricing, details consumer demographics and attitudes toward private label products, reports ad spend and new product introductions by the various retailers, and discusses the trends and issues shaping the private label market of the future. In addition, profiles of the major manufacturers and retailers outline the financial positions and new developments among the major private label players.

The reports research methodology includes a combination of primary and secondary research. Information Resources Inc. (IRI) and Simmons Market Research Bureau (SMRB) provided primary research findings; secondary research included such material as published reports, news stories, and company literature and documents. The information on new product introductions and their salient features are provided by the ProductScan report for the period January 2004 to October 2005. The estimates on consumer advertising expenditures are based on data compiled by TNS Media Intelligence, the leading provider of strategic advertising and marketing communications intelligence.

Secondary research information has been obtained from trade association publications, business journals, government agencies, and other publicly available information. The study involved comprehensive research of secondary sources such as company literature, databases, investment reports and reports in medical and business journals.

Table of Contents

Chapter I: Executive Summary

Chapter II: The Market

Chapter III: Competitive Analysis

Chapter IV: The Consumer

Chapter V: Manufacturer Profiles

Chapter VI: Retailer Profiles

Chapter VII: Marketing Dynamics

 

  • Appendix A: Retailer Directory
  • Appendix B:Manufacturers Directory

    List of Exhibits Chapter I: Executive Summary

    • Figure 1-1: U.S. Market Share of OTC Private Label Categories, 2005
    • Table 1-1: Demographic Profile of OTC Private Label Users (Hispanics &White and Not Hispanics)
    • Table 1-2: OTC Private Label Usage by Category

    Chapter II: The Market

    • Figure 2-1: U.S. Sales of OTC Private Label, 2000-2005
    • Figure 2-2: U.S. Market Share of OTC Private Label Categories, 2005
    • Table 2-1: IRI-Tracked Sales of OTC Private Label, 2000-2005
    • Table 2-2: U.S. Market Shares of OTC Private Label, 2000-2005
    • Table 2-3: Demographic Profile of OTC Private Label Users (Hispanics &White and Not Hispanics)
    • Figure 2-3: U.S. Projected Sales for OTC Private Label, 2005-2010

    Chapter III: Competitive Analysis

    • Figure 3-1: IRI-Tracked Sales of Private Label OTC Analgesics, 2000-2005
    • Figure 3-2: Performance of Private Label OTC Analgesics versus BrandedProducts
    • Table 3-1: Sales of OTC Internal Analgesic, Private Label Marketers versusLeading National Marketers, 2000-2005
    • Table 3-2: Sales of OTC Internal Analgesic, Private Label Brands versusLeading National Brands, 2000-2005
    • Table 3-3: Sales of OTC External Analgesic, Private Label Marketers versusLeading National Marketers, 2000-2005
    • Table 3-4: Sales of OTC External Analgesic, Private Label Brands versus Leading National Brands, 2000-2005
    • Table 3-5: Average Price per Unit of Analgesics, Private Label versus Leading Marketers, 2004-2005
    • Figure 3-3: IRI-Tracked Sales of Private Label OTC Cough, Cold, Allergy &Sinus, 2000-2005
    • Figure 3-4: Sales of Private Label OTC Cough, Cold, Allergy & Sinus versusBranded Products
    • Table 3-6: Sales of OTC Cough, Private Label Marketers versus Leading National Marketers, 2000-2005
    • Table 3-7: Sales of OTC Cough, Private Label Brands versus Leading NationalBrands, 2000-2005
    • Table 3-8: Sales of OTC Cold, Allergy & Sinus, Private Label Marketers versusLeading National Marketers, 2000-2005
    • Table 3-9: Sales of OTC Cold, Allergy & Sinus, Private Label Brands versusLeading National Brands, 2000-2005
    • Table 3-10: Sales of OTC Nasal Products, Private Label Marketers versusLeading National Marketers, 2000-2005
    • Table 3-11: Sales of OTC Nasal Products, Private Label Brands versus LeadingNational Brands, 2000-2005
    • Table 3-12: Average Price per Unit of Cough, Cold, Allergy & Sinus, PrivateLabel versus Leading Marketers, 2004-2005
    • Figure 3-5: IRI-Tracked Sales of Private Label OTC Gastro Intestinal,2000-2005
    • Figure 3-6: Performance of Gastrointestinal Private Label OTC versus Branded Products
    • Table 3-13: Sales of OTC Gastrointestinal Liquid, Private Label Marketersversus Leading National Marketers, 2000-2005
    • Table 3-14: Sales of OTC Gastrointestinal Liquid, Private Label Brands versusLeading National Brands, 2000-2005
    • Table 3-15: Sales of OTC Gastrointestinal Tablets, Private Label Marketersversus Leading National Marketers, 2000-2005
    • Table 3-16: Sales of OTC Gastrointestinal Tablets, Private Label Brands versusLeading National Brands, 2000-2005
    • Table 3-17: Average Price per Unit of Gastro Intestinal Products, PrivateLabel versus Leading Marketers, 2004-2005
    • Figure 3-7: IRI-Tracked Sales of Private Label OTC First-Aid 2000-2005
    • Figure 3-8: Performance of First Aid Private Label OTC versus BrandedProducts
    • Table 3-18: Sales of OTC First-Aid Accessories, Private Label Marketersversus Leading National Marketers, 2000-2005
    • Table 3-19: Sales of OTC First-Aid Accessories, Private Label Brandsversus Leading National Brands, 2000-2005
    • Table 3-20: Sales of OTC First-Aid Treatment, Private Label Marketersversus Leading National Marketers, 2000-2005
    • Table 3-21: Sales of OTC First-Aid Treatment, Private Label Brandsversus Leading National Brands, 2000-2005
    • Table 3-22: Sales of OTC Personal Thermometers, Private Label Marketersversus Leading National Marketers, 2000-2005
    • Table 3-23: Sales of OTC Personal Thermometers, Private Label Brandsversus Leading National Brands 2000-2005
    • Table 3-24: Average Price per Unit of First Aid Products, Private Labelversus Leading Marketers, 2004-2005
    • Figure 3-9: IRI-Tracked Sales of Private Label OTC Eye/Contact Lens CareProducts, 2000-2005
    • Figure 3-10: Performance of Eye/Contact Lens Care Product Private LabelOTC versus Branded Products
    • Table 3-25: Sales of OTC Eye/Contact Lens Care, Private Label Marketersversus Leading National Marketers, 2000-2005
    • Table 3-26: Sales of OTC Eye/Contact Lens Care, Private Label Brandsversus Leading National Brands, 2000-2005
    • Table 3-27: Average Price per Unit of Eye Care Products, Private Labelversus Leading Marketers, 2004-2005
    • Figure 3-11: IRI Tracked Sales of Private Label OTC Foot care, 2000-2005
    • Figure 3-12: Performance of Foot Care Products, Private Label OTCversus Branded Products
    • Table 3-28: Sales of OTC Foot Care, Private Label Marketers versus LeadingNational Marketers, 2000-2005
    • Table 3-29: Sales of OTC Foot Care, Private Label Brands versus LeadingNational Brands, 2000-2005
    • Table 3-30: Average Price per Unit of Foot Care Products, Private Labelversus Leading Marketers, 2004-2005
    • Figure 3-13: IRI-Tracked Sales of Private Label OTC Anti-SmokingProducts 2000-2005
    • Figure 3-14: Performance of Anti-Smoking Products, Private Label OTCversus Branded Products
    • Table 3-31: Sales of OTC Anti-Smoking, Private Label Marketers versusLeading National Marketers, 2000-2005
    • Table 3-32: Sales of OTC Anti-Smoking, Private Label Brands versusLeading National Brands, 2000-2005
    • Table 3-33: Average Price per Unit of Anti-Smoking Products, Private Labelversus Leading Marketers, 2004-2005
    • Figure 3-15: IRI-Tracked Sales of Private Label OTC Sleeping Aids, 2000-2005
    • Figure 3-16: Performance of Sleeping Aid Products, Private Label OTCversus Branded Products
    • Table 3-34: Sales of OTC Sleeping Aid, Private Label Marketers versusLeading National Marketers, 2000-2005
    • Table 3-35: Sales of OTC Sleeping Aid, Private Label Brands versusLeading National Brands, 2000-2005
    • Table 3-36: Average Price per Unit of Sleeping Aids, Private Label versusLeading Marketers, 2004-2005
    • Figure 3-17: IRI-Tracked Sales of Private Label OTC Contraceptives/FamilyPlanning, 2000-2005
    • Figure 3-18: Performance of Contraceptives/Family Planning Products,Private Label OTC versus Branded Products
    • Table 3-37: Sales of OTC Contraceptives, Private Label Marketers versusLeading National Marketers, 2000-2005
    • Table 3-38: Sales of OTC Contraceptives, Private Label Brands versusLeading National Brands, 2000-2005
    • Table 3-39: Sales of OTC Family Planning, Private Label Marketers versus Leading National Marketers, 2000-2005
    • Table 3-40: Sales of OTC Family Planning, Private Label Brands versus Leading National Brands, 2000-2005
    • Table 3-41: Average Price per Unit of Contraceptives/Family Planning,Private Label versus Leading Marketers, 2004-2005
    • Figure 3-19: IRI-Tracked Sales of Private Label OTC MiscellaneousRemedies, 2000-2005
    • Figure 3-20: Performance of Miscellaneous Remedies Products, PrivateLabel OTC versus Branded Products
    • Table 3-42: Sales of OTC Miscellaneous Health Remedies, Private LabelMarketers versus Leading National Marketers, 2000-2005
    • Table 3-43: Sales of OTC Miscellaneous Health Remedies, Private LabelBrands versus Leading National Brands, 2000-2005
    • Table 3-44: Sales of OTC Miscellaneous Health Remedy Tablets, PrivateLabel Marketers versus Leading National Marketers, 2000-2005
    • Table 3-45: Sales of OTC Miscellaneous Health Remedy Tablets, PrivateLabel Brands versus Leading National Brands, 2000-2005
    • Table 3-46: Average Price per Unit of Miscellaneous Remedies, PrivateLabel versus Leading Marketers, 2004-2005
    • Table 3-46: Average Price per Unit of Miscellaneous Remedies, PrivateLabel versus Leading Marketers, 2004-2005
    • Table 3-46: Average Price per Unit of Miscellaneous Remedies, PrivateLabel versus Leading Marketers, 2004-2005

    Chapter IV: The Consumer

    • Table 4-1: Demographic Profile of Cough, Cold, Allergy And Sinus(Non-Prescription) Product Users
    • Table 4-2: Demographic Profile of Sore Throat (Non-Prescription)Product Users
    • Table 4-3: Demographic Profile of Children's Cough/Cold (Non-Prescription)Product Users
    • Table 4-4: Demographic Profile of Cough Syrup (Non-Prescription) Users
    • Table 4-5: Demographic Profile of Cold/Allergy/Sinus (Non-Prescription)Store Brand Users
    • Table 4-6: Demographic Profile of Sore Throat (Non-Prescription) StoreBrand Users
    • Table 4-7: Demographic Profile of Cough Syrup (Non-Prescription) StoreBrand Users
    • Table 4-8: Demographic Profile of Children's Fever/Pain Relievers(Non-Prescription) Household Users
    • Table 4-9: Demographic Profile of Headache & Pain Relievers (Non-Prescription) Store Brand Users
    • Table 4-10: Demographic Profile of Female Population, Which Had Menstrual/Pre-Menstrual Pain in Last 12 Months, May 2004 - May 2005
    • Table 4-11: Demographic Profile of Menstrual & Pre-Menstrual Pain RelieverProduct Users, by Kind, Non-Prescription and Prescription
    • Table 4-12: Demographic Profile of Laxatives (Non-Prescription) Users
    • Table 4-13: Demographic Profile of Laxatives (Non-Prescription) Store BrandUsers
    • Table 4-14: Demographic Profile of Eye Drops & Eye Wash (Non-Prescription)Users
    • Table 4-15: Demographic Profile of Contact Lens Cleaning Solution Users
    • Table 4-16: Demographic Profile of Condom Users
    • Table 4-17: Demographic Profile of Antibiotic (Non-Prescription) Store BrandUsers
    • Table 4-18: Demographic Profile of Store Brand Bandage (Non-Prescription)Users
    • Table 4-19: U.S. Consumer Attitude Toward OTC Medicine Products
    • Table 4-20: Demographic Profiles of Cold/Allergy/Sinus (Non-Prescription)Product Users, Based on Attitude
    • Table 4-21: Demographic Profiles of Sore Throat (Non-Prescription) ProductsUsers, Based on Attitude
    • Table 4-22: Demographic Profiles of Cough Syrup (Non-Prescription) Users,Based on Attitude
    • Table 4-23: Demographic Profile of Headache & Pain Relievers (Non-Prescription) Product Users, Based on Attitude
    • Table 4-24: Demographic Profile of Eye Drop & Eye Wash (Non-Prescription)and Contact Lens Cleaning Solution Users, Based on Attitude
    • Table 4-25: Demographic Profile of First Aid Bandages /Antibiotic (Non-Prescription) Products Users, Based on Attitude

    Chapter V: Manufacturer Profiles

    • Figure 5-1: Sales of Leiner Health Products Inc.’s OTC Segment, 2003-2005
    • Figure 5-2: Sales of Perrigo Company OTC Segment, 2003-2005
    • Figure 5-3: Sales of Taro Pharmaceuticals Inc., 2002-2004
    • Figure 5-4: Sales of Alpharma Inc., 2002-2004
    • Table 5-1: IVAX Product Offereings in the Cough and Cold Market
    • Figure 5-5: Sales of IVAX Inc., 2002-2004
    • Figure 5-6: Sales of Pharmaceuticals Formulation Inc., 2002-2004

    Chapter VI: Retailer Profiles

    • Figure 6-1: Annual Revenues of Wal Mart, 2002-2005
    • Figure 6-2: Annual Revenues of CVS Corporation, 2001-2004
    • Figure 6-3: CVS Corporation Sales, by Category, 2004
    • Figure 6-4: Annual Revenues of Albertson’s Inc., 2002-2005
    • Figure 6-5: Annual Revenues of Walgreen Co., 2002-2005
    • Figure 6-6: Walgreen Co. Sales, by Category, 2005
    • Figure 6-7: Annual Revenues of Rite Aid, 2002-2005
    • Figure 6-8: Rite Aid Sales, by Category, 2005
    • Figure 6-9: Annual Revenues of Duane Reade, 2001-2004
    • Figure 6-10: Annual Revenues of Safeway Stores, 2001-2004

    Chapter VII: Marketing Dynamics

    • Table 7-1: Ad Spend of U.S. Drug Stores, January-December 2004
    • Table 7-2: Top Private Label OTC Marketers, based on the Number of SKUs Introduced, January 2004 - October 2005
    • Table 7-3: Top Private Label OTC Category Terms, based on the Number ofSKUs Introduced, January 2004 - October 2005
    • Table 7-4: New Product Introductions in Private Label OTC, by SelectCategory Term (Cough & Congestion Relief/ First Aid),January 2004 - October 2005
    • Table 7-5: New Product Introductions in Private Label OTC, by SelectPackage Tags, January 2004 - October 2005
    • Table 7-6: New Product Introductions in Private Label OTC, by SelectPackage Types, January 2004 - October 2005
    • Table 7-7: New Product Introductions in Private Label OTC, by Ingredients,January 2004 - October 2005

     

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