Drug Topics - October 29, 2007 - (Page 7)

www.drugtopics.com OCTOBER 29, 2007 DRUG TOPICS 7 Of Interest to Pharmacists Oral care sales holding steady in drugstores This article is contributed by Hamacher Resource Group (www.hamacher.com). Based in Milwaukee and with offices in the United Kingdom, HRG’s comprehensive services combine the art of communicating with the science of data analysis to improve the profitability of every link in the retail healthcare supply chain. Manufacturers, retailers, wholesalers, and others count on HRG for strategic solutions to their business goals. ringing in more than $2.2 billion in sales per year across all channels, oral care has shown remarkable ability to shift with changing consumer preference. Drug and food outlets are tied as the primary purchase location for most oral care products at 40% each, according to Information Resources Inc (IRI). Broken down into its different subcategories, however, the category brings in most of its toothbrush and breath freshener shoppers at drugstores. Drugstore shoppers seem to appreciate a product assortment that leans more toward the effective than the trendy. In food and mass-merchandising stores, for example, consumers are more likely to fill their baskets with toothpaste flavors far outside the traditional mint range, such as cinnamon, citrus, fruit, and berry. Although also available at drugstores, these flavors do not perform as well in that channel. lished by PocketPaks. Favorite flavors include mint and citrus. Sweet Breath, Binaca, and Mint Asure are also popular with drugstore shoppers, as are private-label alternatives, which rank among the best-selling brand names. Drugstore sales of all breath remedy products topped $12 million during the year ending August 12, 2007—in a subcategory that leans much more heavily on turns than high price points. B Denture products are coming of age It’s been said many times before: Baby boomers’ influence on the retailing of health and beauty care products Partial oral care never-outs list by subcategory Regular toothpaste and tooth powder Crest Cavity Protection Regular 6.4 oz. Colgate Cavity Protection Regular 6.4 oz. Colgate Total Clean Mint 6 oz. Aquafresh Triple Protection 6.4 oz. Sensitive toothpaste Maximum Strength Sensodyne Fresh Mint 4 oz. Whitening toothpaste and treatments Crest Whitestrips Premium 28 ct Crest Whitestrips 56 ct Colgate Total Whitening 6 oz. Manual toothbrushes Oral-B Indicator Colgate 360º Denture adhesives Fixodent Original 2.4 oz. Fixodent Fresh 2.4 oz. Super Poligrip Original 2.4 oz. Fixodent Free 2.4 oz. Denture cleaners and accessories Efferdent Anti-Bacterial Denture Cleanser 90 ct Mouthwash Cool Mint Listerine 500 ml Listerine Antiseptic 1 L Scope Original Mint 500 ml Crest Pro-Health 500 ml Fresh breath quest Even more than a winning smile, fresh breath is the nearly universal goal for everyone who spends most of each day surrounded by other people. Drugstores surpass other outlets in sales of breath sprays and drops, perhaps because of the segment’s perceived semi-medicinal nature. No-mess portability is a key quality attracting breath remedy consumers within any outlet, but drugstores have the edge—at 57% of sales—when shoppers are searching for job-interview-quality breath. Listerine PocketPaks revolutionized the portable breath remedy segment in 2001 with the release of germ-killing, starch-based dissolving films that deliver quick relief from bad breath. Trading on the value of the Listerine name—which dominates the mouthwash subcategory in all outlets—PocketPaks once dominated IRI’s breath freshener sprays/drops chart. PocketPaks have given way to Listerine’s PocketMist, a spray breath freshener that easily inherited the success estab- http://www.drugtopics.com http://www.hamacher.com

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Drug Topics - October 29, 2007 Contents N.J. R.Ph.s Take AMP Fight to Congress Oral Care Product Sales Holding Steady Still More Stellar Independent Pharmacies Students to Students: Check Out Our Book The Week at a Glance

Drug Topics - October 29, 2007

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