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Jane
Perrin
Managing Director
ACNielsen Global Services
Clare Nishikawa
Senior Business Manager
ACNielsen Global Services
The aches and pains experienced by the middle-aged middle
class are energizing over-the-counter (OTC) sales across all
classes of trade in Canada. And 2003 was also the “anti”
year for Canadian OTC product sales, with antihistamines,
antidiarrheals and antioxidants fueling sales across channels,
registering healthy double-digit growth rates of 59%, 36%
and 35%, respectively.
To develop a comprehensive look at Canadian consumer health
and wellness concerns, ACNielsen combined OTC sales data captured
by ACNielsen MarketTrack with the results of Health Care 2003,
the eighth annual ACNielsen study of Canadian consumer health-related
attitudes and behavior.
Aches a Balm for Sales
In addition to the “anti” leaders, other OTC categories
posting double-digit sales gains reflect the interests and
issues of an aging population, from daily acetylsalicylic
acid (ASA) therapy to ward off strokes, to topical treatments
and wraps for the twinges of daily living, to supplies for
coping with chronic diseases [See chart 1].
These remedies include: adult low-dose acetylsalicylic acid
(ASA) at 28%, fever thermometers (26%), diabetes test meters
(24%) and ibuprofen (17%).
Register Remedies
Cough and cold remedies, a category comprising cold remedies,
cough syrup, throat lozenges and nasal preparations, rang
up CDN$259.5 million in 2003 for a 4% annual increase. The
next largest category was internal analgesics, with total
2003 sales of CDN$208.5 million for a 2% annual increase.
In descending dollar sales order, the other largest Canadian
OTC categories of 2003 were (in Canadian dollars): vitamins
at $142.3 million, antihistamines at $80.1 million, upset
stomach remedies at $65.0 million, smoking cessation at $64.1
million, dietary aids at $62.0 million, topical wound care
at $46.2 million and sun protection and tanning at $45.0 million.
Grocery Pulse Racing
When making space allocation decisions for next year’s
planograms, grocery retailers should note that Canadian grocery
OTC sales rates outperformed the drug channel in 55 of 66
product categories measured. The lesson learned: as drug-store
OTC sales go, so go grocery-store OTC sales, and then some!
In many cases, the performance differential was impressive:
grocery-store antihistamine sales grew 89% faster than drug-store
sales; hot/cold compress kits posted 29% more rapid growth.
Ibuprofen (23%), antinauseals (22%) and personal lubricants
(21%) also showed better results at grocery than at drug stores.
Women More Proactive
It will come as no surprise to marketers in the Canadian health
and wellness arena that women are much more proactive than
men when it comes to taking control of their health. In the
last year, 86% of women and 79% of men sought the advice of
their family doctor regarding a health condition or ailment.
Dentists were consulted by 55% of women and 50% of men. Pharmacists
lent an ear to 47% of women and 38% of men.
Not only were Canadian women more aggressive about asking
for help, they also were more likely to self-medicate and
try non-traditional treatments. More than 80% of women used
a non-prescription medication in the last year vs. 77% of
men. Sixty-eight percent of women took vitamins and minerals
vs. half the men.
Women also were more likely to ingest or apply an herbal remedy
(29%), natural or nutritional product (25%), home remedy (15%)
or homeopathic solution (4%).
Daily Dose Defense
An aspirin a day keeps the doctor away and heart attacks at
bay. While not exactly clinically accurate, that statement
reflects the cardiovascular benefits of aspirin recognized
by the American Heart Association and Health Canada. This
more than 100-year-old drug enjoys skyrocketing popularity,
particularly in the adult low-dose form recommended as a preventive
or wellness measure.
Drug channel ASA sales of CDN$36.9 million were up 2% in 2003,
with all channel numbers even higher, posting a 5% increase.
Adult low-dose ASA sales of CDN$16.2 million spiked by 24%
in the drug channel, 35% at grocery, and 28% across all trade
classes.
Sales Relief in a Bottle
Seven in 10 Canadian households purchased an adult headache
remedy in 2003, representing an average total outlay of $26.48
each year. The largest category sold at drug stores, with
sales of CDN$208.5 million, is adult headache remedies, which
is composed of ibuprofen at CDN$72.6 million, acetaminophen
at CDN$68.8 million and ASA—which includes low-dose
ASA categories—at CDN$36.9 million [See chart 2].
Battle of the Brands
One causative factor contributing to OTC marketer migraines
might be the growing popularity of private-label and store-brand
analgesics. Store brands captured more than one-quarter of
all 2003 analgesic dollar sales. Fully two-thirds of all Health
Care 2003 respondents reportedly purchased private-label or
store-brand OTC medications, citing price as the primary motivation.
Invigorating Vitamins
Committed to retaining their youthful vigor for as long as
possible, boomers are snapping up multivitamins and antioxidants.
Considered as essential and basic as food, these nutritional
“musts” have become a staple of the grocery-shopping
list.
This “standing list” phenomenon explains a 5%
increase in vitamin sales and 7% increase in multivitamin
sales at grocery, while the drug channel posts a 1% decline
and modest 2% increase in the respective categories. Vitamin
C, children’s vitamins and prenatal vitamins all muscled
onto the charts with sales increases at grocery.
Radical Growth
Touted as multi-purpose cell protectors and the antidote to
the free radicals that can cause heart damage, cancer and
cataracts, antioxidants finished the year with an astonishing
35% increase in all channel sales. One possible sales driver:
publicity surrounding the U.S.-based study of eye disease
and aging that identified antioxidants and zinc as two nutrients
capable of slowing the progression of age-related macular
degeneration.
Food Fuels Wellness
Curious about consumer perceptions regarding the food and
health link, ACNielsen conducted a 2004 Cooking and Wellness
survey among U.S. Homescan Consumer Panel members. Almost
60% of participants reported that low fat was an important
purchase influencer, followed by low in cholesterol and lower
in calories (44.9% each), lower in sodium (42.6%) and altogether
nutritious (37.6%).
Surprisingly, given all the media coverage of the Atkins,
South Beach and other low-carb diets, low in carbohydrates
and high in protein both were cited by 28% of respondents,
as was the category no trans fats/hydrogenated or partially
hydrogenated oils.
Good Appetite for Healthy Eating
More than 80% of research respondents took pride in how healthy
they ate, with two-thirds noting they were careful to serve
foods that reduced the risk of cancer and heart disease. Seven
in 10 diners said they actively limited the amount of fat
and cholesterol in their diet, and two-thirds gamely tried
to maintain a low-calorie diet.
Fully three-quarters of those surveyed identified themselves
as “very knowledgeable about nutrition and health issues”
and described their overall diet as “very healthy.”
While self-reported, survey results suggest that Americans
have an appreciation for the link between good health and
good nutrition, as well as a solid foundation regarding nutritional
supplements and their role in maintaining well being.
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