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New OTC world order, according to Kline Group


There is a new world order across the OTC community, the Kline Group reported.

(To view the full OTC Trend Report, click here.)

Between 2010 and 2015, Johnson & Johnson retained its status as the No. 1 OTC manufacturer by dollar volume organically, without making any blockbuster corporate acquisitions. And Bayer reinforced its hold on the No. 2 OTC market position following its bolt-on acquisition of Merck’s Consumer Health business in 2014.

In 2015, GSK Consumer Healthcare rose to the No. 3 spot after forming a joint venture with Novartis Consumer Health.

Despite the acquisition of Emergen-C immune boosting supplement and the successful launch of Rx-to-OTC switch Nexium 24HR in the past five years, Pfizer dropped to the fourth-ranked position from No. 3.

Reckitt Benckiser ranked ninth in OTC sales in 2010, but has risen to become the sixth-largest competitor in 2015 after acquiring the Schiff and Airborne businesses.

Prestige Brands and Church & Dwight, neither of which appeared in the top 10 five years ago, now are ranked ninth and 10th, respectively. Prestige Brands has grown via acquisitions, adding 17 OTC brands from GSK Consumer Healthcare. Also, its acquisition of Insight Pharmaceuticals brought the Monistat feminine product franchise.

In that time frame, Church & Dwight acquired the Vitafusion line of vitamins.

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