US: OTC paediatrics market worth $1.4 billion and growing

According to the report ‘OTC Pediatrics – US’ the market for OTC paediatrics products grew 7.5% from August 2011 to hit US$1.4 bn. The 149 page report notes that a number of product recalls lowered this figure.

Given the size of the category, it is clear that OTC paediatrics is an important market to both manufacturers and retailers. Among the key issues examined in this report are:

• What market drivers are likely to have the greatest impact, and what can manufacturers and retailers do to effectively manage challenges and maximize opportunities?
• What do purchasers of OTC paediatrics consider to be the most important factors when making a purchase decision? In general, what is their attitude toward private label given the troubles that some name brand manufacturers have had in terms of quality control?
• Which segments have been performing best, and which ones have been holding the category back? Who are the top brands and what are they doing to stay on top?

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