Major brands extend allergy portfolios

The introduction of Chattem’s Nasacort 24HR in February was the big deal this year in the allergy space. In the ensuing seven months, sales of Nasacort 24HR already have reached $90.2 million, and if it remains on that pace, first-year sales will exceed $150 million.

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“It’s quite a testament,” said Kurt Jetta, CEO TABS Group. Nasacort 24HR is also a very productive brand that’s joined a very productive category. “The SKU count in allergy overall is up 14%, and the dollar sales are up 15% [across the drug channel],” Jetta said. “That’s what you want to see. We call that high SKU elasticity in a segment.”



“I don’t really see anybody that’s been hurt [by the Nasacort 24HR launch], at least not dramatically,” Jetta added. “If you look at the most productive brands there on a per item basis, it’s Nasacort and Benadryl neck and neck.” Benadryl posted sales of $108.3 million, up 8%, for the 52 weeks ended Sept. 7 across total U.S. multi-outlets, according to IRI.



Reckitt Benckiser recently extended its Mucinex brand into the allergy set with Mucinex Allergy. According to the company, more than 75% of Mucinex users also take an allergy treatment.



Also joining the allergy product portfolio this year is Procter & Gamble’s Vicks line extension under the QlearQuil brand. “Most recently Vicks branched out into the $3 billion sinus and allergy segment in the United States with the launch of Vicks QlearQuil, providing on-demand relief for the occasional allergy suffer, who does not want to medicate every day,” David Taylor, P&G group president, global health and grooming, recently told analysts.