canada – topical decongestants · the juvamine vitamin c range – which includes presenta ons...
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Canada top brands’ share of topical decongestants sales 2016
(MSP, $mn)
Canada topical decongestants sales 2012-‐16 (MSP, $mn)
Canada – Topical decongestants
� Leading saline brand hydraSense (formulated with French sea water) posted the most dynamic performance in 2016 (and solid +6% CAGR since 2012), claiming a quarter of category sales
� The range includes differing strengths of spray including Gentle Mist, Medium Stream and Full Stream, while SKUs posi�oned for specific health condi�ons (such as hydraSense Specialty Nasal Care Allergy) are available, alongside paediatric versions
� The brand is posi�oned as a preventa�ve measure as well as a decongestant
Key topical decongestants trends More dynamic than systemic cold & flu remedies thanks to well-‐supported upper-‐�er entries
Natural and saline-‐based remedies increasingly popular among consumers, with Bayer’s hydraSense driving topline sales
Saline segment (over 60% of sales) grew by 9%, ahead of the smaller oxymetazoline / xylometazoline segment (over 30% of sales) which declined by 5% in 2016
Very li�le in the way of new product development, with launch ac�vity limited to a handful of line extensions; por�olios are primarily differen�ated via differing strengths and delivery formats
Private labels generate around 18% of sales, growing by 9% in 2016
2012 2013 2014 2015 2016
49.1(+7%)
45.9 48.9(+0%)
50.0(+2%)
52.4(+5%)
25%
20%
13%8%
7%
27%
NeilMed
OtrivinDristan
Drixoral
Others hydraSense
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The Juvamine vitamin C range – which includes presenta�ons formulated with addi�onal guarana and magnesium – is mainly posi�oned for the treatment of fa�gue, although also has a posi�oning for the normal func�on of the immune system
Mass-‐market brand Vitarmonyl is presented in “vitality” op�ons, posi�oned to reduce fa�gue and maintain normal func�on of the immune system
Arkopharma’s Acérola 1000 is posi�oned to reduce fa�gue and contribute to the normal func�on of the immune system
Arkopharma highlights that acerola is a type of cherry excep�onally rich in vitamin C
The leading brands in immune supplements are homeopathics L52 and Homéomunyl
Adver�sing for L52 highlights that the product has no known side-‐effects, can be used by the whole family (from age 2+ years) and has been a recognised cold & flu treatment for around 65 years
TV & print ads 2015-‐16 stressed efficacy when used from the first symptoms of cold & flu, ending with the message “L52. Free yourself of flu symptoms”
Boiron’s Homéomunyl is a homeopathic product posi�oned for the preven�on of cold & flu
Arkopharma fields a propolis supplement, but this has a weak posi�oning for immune support
Meanwhile, in November 2016 Pierre Fabre launched Imuvitalose (imunoglukan) for immune support
The supplement is recommended to be used all year round but is claimed to be most beneficial in winter
France – Immunity-‐boos�ng supplements
France immune supplements sales 2012-‐16 (MSP, $mn)
2012$ 2013$ 2014$ 2015$ 2016$
10.4$(+0%)$
10.4$ 10.2$(.1%)$
10.7$(+5%)$
11.2$(+5%)$
Brand &$mn 2016/15 CAGR&16/12
1 L52&(Lehning) 3.3 +0% +3%2 Homéomunyl&(Boiron) 1.6 21% 23%3 Propolis&(Arkopharma) 0.5 +2% +1%
Others 5.8 +10% +3%
France&leading&immune&supplements&2016&(MSP,%$mn)
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Italy–Overview
Italycold&flusalesbypharmacychannel2016(MSP,$mn)
Distribu�on:OTCsavailableinpharmacies,parapharmaciesandinspecialisedareasinmassmarket
retailersunderpharmacistsupervision
Adver�sing:Consumeradver�singofcertainOTCspermi�ed
OTCpricecontrols:Pricecontrolsonallnon-prescrip�onmedicineswere
abolishedin2008
Pharmacy90%
Non-pharmacy10%
Ingredient Status Additionalnotes
brompheniramine –
chlorphenamine OTC Pharmacy-only
codeine Rx
dextromethorphan OTC Pharmacy-only.AvailableOTCaloneorincombinationpresentations
diphenhydramine OTC Pharmacy-only.OTConlyincombinationpresentations
ibuprofen OTC
Pharmacy-only.200mgand400mgdosesareOTCwhenusedforadultsandchildrenaged12+.SOPstatuswhenusedforchildrenundertheageof12
naphazoline(nasal) OTC Pharmacy-only
oxymetazoline(nasal) OTC Pharmacy-only.OTCfortopicaluse
paracetamol OTC Pharmacy-only
phenylephrine OTC Pharmacy-only
pseudoephedrine OTC OTConlyincombinationpresentations
tramazoline(nasal) OTC Pharmacy-only.AvailableOTCaloneorincombinationpresentations
xylometazoline(nasal) OTC Pharmacy-only
Legalstatusofkeycold&fluingredientsinItaly
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At taisho.co.jp/pabron, promo�on also includes a recipe page, featuring meals to aid recovery and relieve cold symptoms, and informa�on about healthy ea�ng to aid immunity and recovery
Current A+P focuses on ambroxol and ibuprofen combina�on Pabron AX, posi�oned for “11 symptoms of cold” and marketed to young professional demographic groups, and Pabron S Gold W, promoted with family-‐themed ads showing a mother and child
Pabron range also includes tonic presenta�ons, combining ginger and taurine in a caffeine-‐free drink that can be used alongside medicated presenta�ons and is available to buy in supermarkets and convenience stores; product is posi�oned to restore energy and aid recovery
Lulu range comprises general-‐purpose cold remedy line Lulu A, extended in 2015 with New Lulu A S and Lulu A Gold S, and specialised presenta�ons Lulu A�ack, extended in 2015 with A�ack NX
All Lulu A presenta�ons contain paracetamol, clemas�ne, dihydrocodeine, DL-‐methylephedrine, caffeine and vitamin B1: Lulu A Gold DX adds tranexamic acid for sore throat, belladonna for nasal conges�on and expectorant bromhexine; Lulu A Gold S adds belladonna, bromhexine, an�tussive noscapine and a higher dose of caffeine, while New Lulu A S contains potassium guaiacol sulfonate and noscapine
TV ads promote Lulu A Gold DX, with summer and winter-‐themed ads; summer ads promote it as a treatment for allergy and hayfever symptoms, while winter ads focus on its cold symptom relief posi�oning, including relief from sore throat and fever (see right)
New Lulu A S is the fastest-‐growing presenta�on, taking sales of $17mn annually in 2016 following its 2015 launch
Japan – Systemic cold & flu
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USA – Overview
Memorable TV ads
Day / night combina�ons
Preserva�ve-‐free launches
Private labels
PSE restric�ons
Rela�vely low levels of NPD
Growth drivers & nega�ve factors
Day / night packs and value sizes may have encouraged consumers to stock their medicine cabinets
Key brands such as Tylenol, Theraflu and Sudafed have made a strong recovery from manufacturing problems and recalls in recent years
Owing to methamphetamine abuse in the US, pseudoephedrine is restricted to behind the counter sale; restric�ons are likely to have affected sales performance of brands formulated with PSE
Topical decongestants generate under 15% of total cold & flu sales, which is low compared to the global average
Marketer $mn 2016/150CAGR016/12
%0share
1 Procter0&0Gamble 496.6 +3% +5% 192 Bayer 269.9 (9% +2% 103 RB 201.2 +13% +36% 84 Johnson0&0Johnson 184.7 (2% +12% 75 Pfizer 132.8 +5% (3% 56 GlaxoSmithKline 109.6 +17% +18% 47 Matrixx 79.2 +12% +2% 38 NeilMed 55.3 +9% +1% 29 Standard0Homeopathic 40.3 +11% +20% 210 Church0&0Dwight 27.3 (1% +4% 1
Others 998.7 +0% +2% 38
USA0leading0cold0&0flu0marketers020160(MSP,%$mn)
Cold & Flu 369
Scien�ficstudies
Lifestyleandcold&flu� Whensufferingfromcold&flu,mostindividualslooktothebestremedytheycanfindon
shelvestospeeduptheirrecoveryandeasetheirsymptoms;researchshowsthatthereareseverallifestylefactorsthatmayinfluencevulnerabilitytocolds&flu
� Aresearchle�erpublishedinJAMAInternalMedicinein2016reportedthatpeoplewhosleepforfivehoursorlesshaveanincreasedriskofdevelopingcoldsandinfec�ons;theresearchersanalysedself-reportedsleepinrela�ontoincidencesofcold&fluinthe30daysprior,usingdatafromnearly23,000par�cipants
� Thefindingsrevealedthathavingfivehoursorlesssleepanightwasassociatedwitha17%increasedriskofahead/chestcoldanda51%riskofaninfec�on,comparedtoresultsfromseventoeighthourssleepanight;par�cipantswithasleepdisorderdiagnosishadan18%increasedriskofacoldandan88%increasedriskofinfec�onvspar�cipantswithoutsleepdisorders
� A2015studyalsofoundthatpeoplewhosleepforlessthansixhoursaremorelikelytocatchacoldthanpeoplewhosleepforlonger;164healthypar�cipantsweregivennasaldropscontainingtherhinovirusa�ersevenconsecu�vedayswheretheirsleepwasmonitored,thenmonitoredoverthenextfivedaysfordevelopmentofaclinicalcoldwhereresearchersfoundthatashortersleepdura�onwasassociatedwithanincreasedriskofdevelopingacold
� Astudyin2013foundthatstresscanweakentheimmunesystemandrenderindividualsmoresuscep�bletoillness;theexperimentaskedgroupsofwomentothinkaboutastressfultaskthey’drecentlycompletedfortheresearchers(anervousjobinterviewscenario)orneutralthoughts(e.g.groceryshopping)
� Thosewhowereaskedtorememberthenega�vetaskhadhighlevelsofC-reac�veprotein,amarketerof�ssueinflamma�onandusuallyusedbyHCPstodetectinfec�on
� Astudyin2012foundthatindividualswhohadbeenunderstressweretwiceaslikelytodevelopacold;theirimmunesystemswerefoundtobelesssensi�vetocor�sol,allowingtheinflammatoryimmuneresponsetopersistandplacetheindividualsatgreaterriskofinfec�on
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