Innovation spurs medication sales.
"A number of innovative items that have recently been introduced have clearly been instrumental in boosting sales in the segment," observes a buyer for a large Northeastern drug chain.
As in the foot care devices category, Schering-Plough HealthCare Products is a powerhouse in foot medications, with its Lotrimin, Tinactin and Dr. Scholl's brands ranked Nos. 1, 2 and 3 in dollar sales.
The supplier's strong advertising, sampling and educational initiatives have kept the three brands thriving. Schering-Plough plans to build on its success in the segment in 1999 with the launch of such items as Dr. Scholl's Odor Destroyers liquid powder and Shoe Shot, Tinactin portable pump spray and Foot & Sneaker powder.
Private label products, which together constitute the No. 4 brand, have also made significant inroads during the past 12 months, with dollar sales up 10.1%. Novartis Consumer Health Inc.'s popular Desenex brand rounds out the top five. Its volume advanced 5.4% during the 52 weeks.
Suppliers with long track records in the category are adjusting to changing times and opportunities. After nearly a century in the field, W.F. Young has unveiled Absorbine antifungal liquid for the prevention and cure of athlete's foot.
When the Food and Drug Administration changed its monograph system in the 1980s, the company had to remove the athlete's foot claims from its Absorbine Jr. packaging. "The product was being marketed for sore muscles as well as athlete's foot, and we still had a large following among consumers seeking relief for the latter condition" says director of marketing Jaime Devine.
To address that consumer need, the company developed a 2-ounce plastic bottle which contains the Absorbine Jr. formula plus tolnaftate, an approved ingredient for preventing and curing athlete's foot. "The new hands-free applicator puts relief directly on affected areas with no greasy or sticky residue," comments Devine.
Other manufacturers are also introducing ideas and products to the category. For example, Lake Consumer Products Inc. recently launched the DryFoot line with three SKUs -- antifungal cream for feet, antifungal powder and an antiperspirant lotion for feet. All three items contain pure tea tree oil.
ProFoot Care recently unveiled Tea Tree for Toes and Feet, which is touted as a natural antiseptic. The spray-on product, a 15% solution of pure tea tree oil from Australia, will be in chain drug stores nationwide by next spring.
FOOT CARE MEDICATIONS Unit Sales BEST-SELLING BRANDS Market Unit sales Brand Manufacturer share (000) Lotrimin Schering-Plough 14.6% 7,820 Tinactin Schering-Plough 13.6% 7,269 Dr. Scholl's Schering-Plough 12.2% 6,529 Desenex Novartis 10.9% 5,835 Freeman Bristol-Myers Squibb 6.1% 3,263 Micatin Ortho-McNeil 5.8% 3,120 Odor-Eaters Combe 4.1% 2,217 BY TRADE CLASS Drug stores 21.3 mil. (39.7%) Food Stores 13.3 mil. (24.8%) Discounters 19 mil. (35.5%) Dollar Sales BEST-SELLING BRANDS Market Dollar sales Brand Manufacturer share (000) Lotrimin Schering-Plough 20.8% $56,497 Tinactin Schering-Plough 15.8% 42,325 Desenex Novartis 11.7% 31,832 Dr. Scholl's Schering-Plough 10.3% 27,981 Micatin Ortho-McNeil 6.6% 17,833 Odor-Eaters Combe 3.5% 9,641 Freeman Bristol-Myers Squibb 2.9% 7,869 For the 62 weeks through July 19,1998. Best-selling brands by dollar volume reflect the leaders in unit sales. Private label products account for 11.4% unit share and a 10.1% dollar share. BY TRADE CLASS Drug stores $122.8 mil. (45.2%) Food stores $67.3 mil. (24.7%) Discounters $81.9 mil. (30.1%) Source: Information Resources Inc.
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|Title Annotation:||foot care products|
|Publication:||Chain Drug Review|
|Date:||Oct 12, 1998|
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