Fall allergy season could make up for falling price of OTC loratadine

Drug Store News, Sept 8, 2003 by Michael Johnsen

It comes as no surprise that sales of cold/allergy/sinus tablets are up 28.3 percent in the drug channel, reaching $766.8 million in sales for the 52 weeks ended July 13, according to data from Information Resources Inc. A strong allergy season and the addition of a strong allergy switch to the mix have far exceeded sales targets, OTC category managers have told Drug Store News.

Indeed, projections of first-year sales for all loratadine products were expected to range from $500 million to $800 million, commented Gerald Kress, chief executive officer of Surveillance Data. "The category seems to be on target for about $650 million for this year," he said, which is right within range. Kress suggested that a springtime out-of-stock situation, where stockpiles of loratadine were depleted, may have hampered the ingredient's potential sales ever so slightly.

However, the addition of private label offerings from Perrigo and Leiner Health in late July may take a bite out of sales for the big brands in the segment (read: Claritin, Alavert and Benadryl), as the retail price for a single loratadine pill falls to as little as 10 cents. That is quite a difference from $1 per pill, the initial retail price of OTC Claritin.

This fall, the incidence of allergy sufferers is expected to exceed last year's suffering level--a good sign that the category as a whole will experience a strong finish as winter approaches. "We're going to have a very strong fall [allergy season]," said Kress, pointing to an increase ranging from 2 percent to 7 percent in the incidence, of allergy symptoms among the population. "Historically, this will be a higher fall than normal," he added.

And retailers can expect more activity on the other side of the set, as well, with cough/cold products also expected to perform better than seasons past. "This cough/cold season is going to be stronger than last year and should begin earlier than last year," beginning in October, he said. That should begin to be reflected in retail sales in late October/early November, Kress added.

Focus on kids' stuff

There have been several product introductions in the kids' cough/cold space of late, as suppliers continue to go after an unmet need. While childrens' analgesics is fairly well developed, "There is some opportunity within that pediatric space for some established brand names to come in with some new offerings," suggested Fran Sullivan, Wyeth spokesman. Parents are looking for an established brand name remedy ha a dosage form specifically formulated for children.

Some recent product introductions include Celltech's Delsym for Children, a cough syrup that provides 12 hours of relief. Taro Consumer launched its line of ElixSure syrups last month, featuring three SKUs--one for fever and pain, one for just cough and another for just congestion, all containing the company's spill-resistant syrup.

Wyeth introduced a loratadine formulation to its Dimetapp line with Children's Dimetapp last month and has plans for a Children's Dimetapp ND syrup in a fruit punch flavor, which will launch in the fourth quarter. And Quigley in April introduced its Kidz-Eeze Sore Throat Pops. "We project this brand to [make] between $1 million and $2 million," suggested Joe Casey, Quigley vice president of sales and marketing. If successful, that will put the Kids-Eeze brand right among the top brands in the segment.

Also of note, but not for children, is McNeil Consumer Healthcare's launch last month of Tylenol Sinus Severe Congestion. In addition to adding guaifenesin, an expectorant, the product features the company's Cool Burst caplets--a coating that provides an immediate mint-flavored cooling sensation before swallowing. And building on the success of its Tylenol Sinus and Tylenol Cold day/night packs that launched last year, McNeil Consumer Health is line-extending its Tylenol Allergy/Sinus and Tylenol Flu offerings to include the day/night packs.

And Wyeth has line-extended its Robitussin cough-cold line with Robitussin CoughGels, dextromethorpan-based liquid-filled capsules.

COUGH/COLD/ALLERGY SALES BY SEGMENT

                                    Total F/D/M *

                                  $       % change vs.
Segment                        sales **    a year ago

Cold/allergy/sinus tablets     $1,535.7      21.0%
Cold/allergy/sinus liquids        630.8       3.4
Cough drops                       365.2       2.8
Nasal spray/drops/inhaler         319.4       1.1
Cough syrup                       240.6       2.7
Nasal strips                       48.2      -3.8
Sore throat remedy liquids         47.0       1.5
Nasal aspirators                    3.3       2.5

                                   Drug stores only

                                  $       % change vs.
Segment                         sales      a year ago

Cold/allergy/sinus tablets       $766.8      28.3%
Cold/allergy/sinus liquids        305.4       7.0
Cough drops                       182.7       3.4
Nasal spray/drops/inhaler         189.8       4.2
Cough syrup                       141.6       4.7
Nasal strips                       24.7      -3.2
Sore throat remedy liquids         25.1       4.2
Nasal aspirators                    1.5       2.8

* Excluding Wal-Mart ** All sales in millions

Source: Information Resources Inc. for the 52 weeks ended July 13

TOP 10 COUGH/COLD GAINERS IN DRUG

                                                              $
Brand (segment)                                             sales *

Claritin (cold/allergy/sinus tablets/packets)                $65.3
Claritln D (cold/allergy/sinus tablets/packets)               36.6
Zicam (nasal spray/drops/inhaler)                             23.0
Delsym (cough syrup)                                          20.5
Alavert (cold/allergy/sinus tablets/packets)                  18.6
Primatene Mist (nasal spray/drops/inhaler)                    20.0
Robitussin (cough syrup)                                      18.7
Claritin Reditabs (cold/allergy/sinus tablets/packets)        13.5
Afrin No Drip (nasal spray/drops/inhaler)                     11.4
Ludens (cough/sore throat drop)                               12.4

                                                          % change vs.
Brand (segment)                                            a year ago

Claritin (cold/allergy/sinus tablets/packets)            n/a ([dagger])
Claritln D (cold/allergy/sinus tablets/packets)          n/a ([dagger])
Zicam (nasal spray/drops/inhaler)                           9,386.5%
Delsym (cough syrup)                                        2,254.0
Alavert (cold/allergy/sinus tablets/packets)             n/a ([dagger])
Primatene Mist (nasal spray/drops/inhaler)                   857.3
Robitussin (cough syrup)                                     394.6
Claritin Reditabs (cold/allergy/sinus tablets/packets)   n/a ([dagger])
Afrin No Drip (nasal spray/drops/inhaler)                   2,266.2
Ludens (cough/sore throat drop)                              652.3

                                                          Incremental
Brand (segment)                                             $ growth

Claritin (cold/allergy/sinus tablets/packets)                $65.3
Claritln D (cold/allergy/sinus tablets/packets)               36.6
Zicam (nasal spray/drops/inhaler)                             22.8
Delsym (cough syrup)                                          19.7
Alavert (cold/allergy/sinus tablets/packets)                  18.6
Primatene Mist (nasal spray/drops/inhaler)                    17.9
Robitussin (cough syrup)                                      14.9
Claritin Reditabs (cold/allergy/sinus tablets/packets)        13.5
Afrin No Drip (nasal spray/drops/inhaler)                     10.9
Ludens (cough/sore throat drop)                               10.8

* All sales in millions ([dagger]) n/a indicates a new product
launched within the past year

Source: Information Resources Inc. for the 52 weeks ended July 13

TOP 10 COUGH/COLD BRANDS IN DRUG

                                                             $
Brand (segment)                                           sales *

Claritin (cold/allergy/sinus tablets/packets)              $65.3
Benadryl (cold/allergy/sinus tablets/packets)               57.2
Vicks Nyquil (cold/allergy/sinus liquid/powder)             44.1
Halls (cough/sore throat drop)                              41.0
Robitussin DM (cough syrup)                                 37.8
Claritin D (cold/allergy/sinus tablets/packets)             36.6
Alka Seltzer Plus (cold/allergy/sinus tablets/packets)      27.3
Tylenol Cold (cold/allergy/sinus tablets/packets)           27.2
Theraflu (cold/allergy/sinus tablets/packets)               24.7
Sudafed (cold/allergy/sinus tablets/packets)                24.3

                                                        % change vs.
Brand (segment)                                          a year ago

Claritin (cold/allergy/sinus tablets/packets)               n/a
Benadryl (cold/allergy/sinus tablets/packets)               1.8%
Vicks Nyquil (cold/allergy/sinus liquid/powder)             3.7
Halls (cough/sore throat drop)                             -1.7
Robitussin DM (cough syrup)                                -0.6
Claritin D (cold/allergy/sinus tablets/packets)             n/a
Alka Seltzer Plus (cold/allergy/sinus tablets/packets)     -5.0
Tylenol Cold (cold/allergy/sinus tablets/packets)          18.7
Theraflu (cold/allergy/sinus tablets/packets)               2.1
Sudafed (cold/allergy/sinus tablets/packets)                2.1

* All sales in millions

Source: Information Resources Inc. for the 52 weeks ended July 13