J&J's Supplement Step With Zarbees Helps Drive A Leap For Consumer Health Growth
Executive Summary
Supplement brand being marketed to compete with OTC drugs, including J&J's own brands, in cough and cold and other categories helped J&J overall consumer health sales grow 9.7% to $440m in Q3. Oral care brands showed 3.2% worldwide growth to $384m, benefiting from recent launch of chewable Listerine Ready! Tabs.
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Supplements More 'Mainstream' Than Alternative In Consumer Health Market
Sales of dietary supplements promoted as non-drug alternative remedies and stocked nearby OTC in stores grew almost 12% in 2017, says Kline analyst Laura Mahecha. Retailers began co-stocking the about five years ago but in many cases the supplements currently have primary placement on shelves.
J&J’s Mesquita predicts market shift
“The OTC market of the future may not necessarily be the OTC of the past,” predicted Johnson & Johnson (J&J) Consumer head, Jorge Mesquita, at the Barclays Global Consumer Staples Conference.
Adding Zarbee's, J&J Gains Natural Market Footprint, Claims Credibility
Zarbee's Naturals vitamin, mineral and dietary supplement products were launched in 2008 by a physician interested in offering non-drug alternative remedies for children and adults for indications such as cough and cold, sore throat, immune support, sleep and digestive health. J&J on the other hand, has been challenged in class action litigation about natural claims it's used on some of its Aveeno and Neutgrogena skin care product labels.