1. OTC Consumer/Shopper Insights
Understanding what is important to OTC consumers and shoppers is crucial for successful brand marketing.
Without a clear picture of consumer preferences and shopping trends, marketers are gambling with important
marketing decisions like product offering, pricing, new product launches, retail placement/channel distribution,
and promotional tools. This report is designed to offer marketers objective information and trends on OTC
consumer/shopper insights. This report will be published 2nd quarter 2013.
Topics Covered Each report in the Kline FlashPoint Series
explores an emerging industry issue or
This report is based on extensive online research with U.S. adult
market development. Forward-looking and
consumers/shoppers of OTC drugs conducted in March 2012 and to be
rich in insights and recommendations, they
conducted in March 2013. The report seeks to understand where, how, and
why consumers buy OTC drugs, and what their attitudes are towards various are designed to help executives develop
market realities and retail trends. Consumers are asked series of questions timely strategies to maximize business
specific to each of the following OTC product classes: allergy, asthma, and opportunities.
sinus medications, cough and cold preparations, digestive products, feminine
products, internal analgesics, nutritional products including vitamins and Kline is a worldwide consulting and research
minerals, herbal products, topical products, and other products including firm dedicated to providing the kind of
sleeping aids, smoking cessation aids, and medicated weight loss products. insights and knowledge that helps
companies find a clear path to success. The
Report Contents firm has served the management consulting
OTC product form preferences for adult OTCs and why and market research needs of organizations
in the chemicals, materials, energy, life
OTC product form preferences for children’s OTCs and why
sciences, and consumer products industries
Retail channel preferences for OTCs, with emphasis on alternate
for over 50 years. For more information, visit
channels, and why
www.KlineGroup.com.
Consumers’ unmet needs for OTCs
Consumers’ preferences for OTC promotions
Impact of recession on OTC purchases
OTCs and Flexible Spending Accounts (FSAs)
Impact of Johnson & Johnson’s Brands Recalls
Consumers’ Attitudes towards Rx-to-OTC Switch
Consumers’ Online Shopping and Purchasing of OTCs
Demographics
Reasons to Buy the Report
To understand current consumer/shopper insights specific to OTCs
To identify trends in consumer/shopper insights
To validate internal assumptions about consumer behavior with an independent, objective source
To uncover future opportunities for growth for your OTC brands
Kline & Company, Inc. www.KlineGroup.com