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Drops, lens solutions get most play in chain drug circulars.

SOLON, Ohio -- Eye drops and artificial tears commanded the largest share of eye care promotions in chain drug store circulars during the year ended March 16, according to ECRM Analytics.

Drops/artificial tears were promoted 50% of the time, while 33.5% of circular space for eye care products went to contact lens solutions, ECRM found. Lenses were promoted 11% of the time, and eye medications and ointments 5%. Just 1% of space was devoted to lens accessories.

The most supported brands were Alcon's Opti-Free, which accounted for 9.9% of suppliers' promotional support, followed by Johnson & Johnson's (J&J's) Visine (8.2%), Alcon's Systane (8%), J&J's Acuvue (6.2%), Allergan Inc.'s Refresh (5.8%), Bausch + Lomb's A1away (5.3%) and Prestige Brands Inc.'s Clear Eyes (4.7 %). But private label products led all brands with a 13.3% share.

As measured by manufacturer, the most support was provided by Alcon (23%), followed by Bausch + Lomb (17%), J&J (14.4%) and Allergan (8.1%).

Among chain drug retailers, the three megachains and several regional players gave extensive space to the category in their circulars. Rite Aid Corp. topped all drug chains' circular advertising with an eye care feature count of 289, followed by CVS/pharmacy's 234 and Walgreen Co.'s 216.

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Title Annotation:MERCHANDISING
Publication:Chain Drug Review
Date:Apr 8, 2013
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