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CPR examines performance of cold/allergy/sinus
14 • MARCH 9, 2015
COLD/ALLERGY/SINUS CATEGORY
DOLLAR SALES VS. AVERAGE RETAIL AND LIST PRICE - LIQUID/POWDER
$20
$120
n Average retail price
n Average list price
n Dollar sales
15
100
80
10
60
Millions
40
5
20
$0
$0
Vicks
Mucinex
Nasacort
Dimetapp
Benadryl
Source: CPR Detail Report for 12 months ended January 2015 and IRI cold/allergy/sinus liquid/powder category
for the 52 weeks ended Jan. 25
YEAR-OVER-YEAR RETAILER MARGIN DOLLAR GROWTH - LIQUID/POWDER
$30
n February 2013 - January 2014
n February 2014 - January 2015
25
20
Millions
Drug Store News has partnered with Competitive Promotion Report and IRI to create a series of exclusive reports.
This edition explores cold/allergy/sinus products in both
the liquid/powder and tablets/packets segments. This
report examines market performance of the top national
brands within the cold/allergy/sinus category in the drug
channel for the past 24 months. Following are the major
findings in the analysis.
The top five brands in terms of dollar sales in cold/allergy/
sinus liquid/powder category are Vicks, Mucinex, Nasacort,
Dimetapp and Benadryl. Nasacort has shown strong dollar
sales growth since its introduction in February 2014. Nasacort has entered the market with higher average retail price
($17.45) and list price ($13.45) than major competing brands
in its category. In spite of being a new product with highest
average retail and list price, Nasacort has dollar sales equivalent to the second-highest brand Mucinex.
Considering year-over-year retailer margin dollar growth,
Vicks and Mucinex have shown positive margin dollar
growth. Nasacort stands as the third highest brand with
positive margin growth for the past 52 weeks. Nasacort has
steadily increased its average retailer margin percentage from
5.73% in February 2014 to 31.93% in January 2015.
In terms of dollar sales for the past 52 weeks, Vicks has
the highest dollar sales followed by Mucinex and Nasacort.
This is attributed to having a large variety of products under
Vicks and Mucinex brands that adds to aggregate dollar sales
amount for each brand in the category.
In the cold/allergy/sinus tablets/packets category,
Zyrtec is the biggest performer in terms of dollar sales.
Zyrtec has displayed strong dollar sales growth compared
with a year ago (2.25%), Alka Seltzer (8.58%) and Allegra
D (5.27%). Allegra D provided retailers with highest average retailer margins of (37.29%), followed by Claritin D
(33.80%), Zyrtec (29.11%), Mucinex D (27.13%) and Alka
Seltzer (26.03%). Zyrtec has increased retailer margin dollars year-over-year from $30 million in January 2014 to $41
million in January 2015. In comparison, Mucinex DM remained stable at $6.6 million.
Year-over-year trade promotion spending has decreased
for Allegra D compared with 2014. Despite having less
trade promotion (bill back and off invoice allowances),
retailer margin has increased over time for the brand.
Mucinex DM has the greatest promotional spending at
approximately $11 million, followed by Zyretc at $8 million. Mucinex DM provided the highest average percentage discount at 23.23%, followed by Alka Seltzer (14.55%),
Benadryl (12.57%), Allegra D (9.24 %) and Zyrtec (7%). The
Mucinex brand has the highest promotional spending and
average percentage discount compared with other leading
national brands.
15
10
5
$O
Vicks
Mucinex
Nasacort
Benadryl
Dimetapp
Source: CPR Detail Report for 24 months ended January 2015 and IRI cold/allergy/sinus liquid/powder category
for the 24 months ended Jan. 25
TOP FIVE NATIONAL BRAND AVERAGE MARGIN PERCENTAGES - TABLETS/PACKETS
Allegra D
37.3%
Claritin D
33.8%
29.1%
Zyrtec
Mucinex D
Alka Seltzer
27.1%
26.0%
Source: CPR Detail Report for 24 months ended January 2015 and IRI cold/allergy/sinus tablets/packets category
for the 24 months ended Jan. 25
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