A recent Nielsen OTC study reported that we’re all living longer and for many (not just the more mature among us), this means choosing to live a healthier and more active lifestyle. For marketers, the opportunities to tap into this evolving, more health conscious market are both challenging and rewarding. Across generations, active and aware consumers are seeking products and services to help them lead healthier lives.
Recent Nielsen ScanTrack Pharmacy sales information suggest that consumers plan to take a more preventative approach to managing their health and be better equipped to handle the annual cold and flu season. Vitamins and supplements is the biggest over-the-counter pharmacy category and is one of the fastest growing categories in the industry. The three biggest segments in the category – supplements, vitamins and herbals followed by sub-segments including fish-oil and vitamin D.
Hair care, toilet soap (body wash), cosmetics, anti-inflammatories, cough and cold remedies, therapeutic skin care, smoking cessation and weight management also rank highly. (Source: Nielsen Global Online Consumer Survey, April 2010)
Promax have long been involved in the Pharmaceutical OTC and Personal Care industries with many international global brands embracing the Promax PX solution to Track, Predict and Optimize their Trade Promotions Management, Trade Fund Management and Volume Planning activities.
Some of our clients in this industry include:
- Johnson & Johnson
- PZ Cussons
- Church & Dwight