OTC sprays gain a wider market in a category poised to expand. April 2014 Spray 13 Over-the-counter (OTC) health care products are the first port of call for physicians and patients alike in the treatment of minor ailments, with close to 90% of medical care providers recommending patients self-treat minor conditions and the vast majority of patients taking this option, according to Report Linker. The markets for OTC preparations are expanding across the CIS region (The Commonwealth of Independent States, made up of former Soviet republics), particularly in the countries of Russia, Ukraine and Kazakhstan. According to RnRMarketResearch.com, opportunities exist for businesses involved in the manufacture, distribution and wholesale and retail sales of these products in the years ahead. In fact, opportunities in OTCs and OTC sprays exist all over the world. The switch from prescription products, also known as behind-the-counter (BTC) products, into the OTC category is a $44 billion opportunity of which aerosols can take advantage, said Georges Bouille, former VP of Business Development, Consumer Health Care Division, Aptar Pharma in his presentation New Challenges & Trends For Aerosol In Consumer Health Care (OTC). Consumer Health Care (CHC) is an aggregation of the OTC, vitamins & dietary supplements, sports nutrition and weight management categories. Globally, CHC does over $170 billion in business per year. OTC usually includes adult mouth care, analgesics, calming/sleeping products, cough & cold, nasal saline, allergy (hay fever) remedies, digestive remedies, ear care, contraception, eye care, medicated skin care, smoking cessation aids and wound care. OTC healthcare has sales of over $80 billion globally, and aerosols comprise an estimated 4-5% of these sales. In promoting aerosol OTCs, marketers should think more “application” and less “product,” said Bouille. They should be consumer-focused and capitalize on aerosol strengths. Marketers should always strive for differentiation through different technologies and not become victims of over-standardization. Marketers should try to build “power Aerosol products” into their product lines, and focus on them as “value creators.” While there is a price challenge, it is wiser to change the frame of reference, informing consumers that the aerosol is a complex technology that has a price, and that OTC specialty products have increased value and benefits. OTC marketers need to capitalize on available technologies for new sensations (cooling, drying, foaming), new experiences (crackling gel, sterile, pure), new convenience (easier to apply, reliable, functional, pressurized, safe) and a new look (better shape for better use and brand recognition), Bouille concluded. Tending to the walking wounded… Some of the most exciting new advancements in OTC sprays have been in effective wound care management, which no longer needs to be limited to a healthcare facility. For example, Bepanthen Anti-Scar Gel is formulated for use after injury or surgery. It helps prevent the formation of red and swollen marks in both new and existing scars. It treats in three ways: silicone forms a film that covers the scar, preserving hydration and preventing dryness; moisturizing actives such as panthenol
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