Heartburn sales are on fire in drug stores

Drug Store News, June 21, 2004 by Michael Johnsen

America's got one giant case of indigestion, judging from the growing sales in antacids of late. Indeed, according to ACNielsen data, the antacid category enjoyed a $28.5 million incremental lift in the drug channel during the 13 weeks ended April 17, reaching $129.5 million on growth of 28.2 per cent--the fourth-largest OTC category in drug stores in that period.

The majority of that growth can be attributed to Procter & Gamble's Prilosec OTC, launched in September, as the proton-pump inhibitor is still breaking new ground with each sale. And to P&G's credit, that growth is coming from a product with a rather complex treatment regimen that it has figured out how to market to the consumer effectively. Further, Prilosec OTC cannot guarantee fast-acting, within-the-hour relief like its competitors. Who thought the American consumer would have the patience?

Clearly, a large segment understands how to use it and what to expect--Prilosec is on track to ring up more than $140 million in drug stores this year.

Growth in antacids also is coming from Johnson & Johnson/Merck Consumer with its own successful switch. Launched in October, Maximum Strength Pepcid AC OTC, featuring 20 mg of famotidine--twice its original OTC dosage--has sparked new momentum for the brand. Similarly, GlaxoSmithKline in September launched a longer-lasting version of Turns Lasting Effects that knocks out heartburn pain for up to five hours or more.