Kline: Growth across 'natural OTCs' outpacing overall OTC growth

PARSIPPANY, N.J. – More and more consumers are in search of "natural" solutions to their ailments, including both homeopathic remedies and supplements supportive of a healthier lifestyle, Kline Market Research noted in its latest study, Natural OTCs: Impact of non-drug products on the U.S. OTC market, which was released Monday.



Driven by consumer interest in all things natural, the market for natural OTCs increased by 11.4%, Kline noted, compared with the overall OTC market that grew 4.2% in 2015. Natural nutritional products, including supplements for heart and brain health, grew at the fastest pace of over 30% in 2015. And the natural cough/cold/immunity market, the largest category, accounting for approximately 40% of the total natural OTC market, is also growing at high single digits.



“Consumers are using these products both for prevention and immune boosting properties as well as to help aid healing when they are sick,” stated Laura Mahecha, Healthcare Industry Manager for Kline Market Research. “The message of strengthening the body’s natural defenses against upper respiratory issues such as cold, cough and allergies that have been widely advertised by brands such as Emergen-C, Zarbee’s Naturals and Zicam resonates with consumers.”



The immune-boosting claims made by probiotic brands such as Culturelle, Align and Schiff Digestive Advantage also resonate with consumers, and this category’s sales increased by double digits. These products offer improved immunity via the digestive tract and are taken regularly in order to be effective. “Probiotic brands are sold at relatively high retail price points and most consumers take them daily, which deliver strong sales gains for retailers and the manufacturers of these brands,” Mahecha said. 



More than half of the consumers surveyed by Kline indicated that they use natural OTCs more now than one year ago and nearly two-thirds of consumers say they use them now more than five years ago, an indication that there is a growing interest in natural OTCs.



“Natural OTCs will continue to be important to consumers and therefore are expected to grow at strong rates in the future. They will also continue [to] offer competition to traditional OTC brands over the next few years,” Mahecha added.