Probiotics shares category spotlight

The big story in the digestives space continues to be the switch and launch of Pfizer’s Nexium 24HR. For the 52 weeks ended June 14, sales of Nexium 24HR across total U.S. multi-outlets reached $278.7 million and are still climbing, according to IRI.

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Conversely, Prilosec OTC sales fell to $283.7 million on a declining trajectory of 17.8%, though that’s not for lack of messaging. According to ECRM, Prilosec OTC’s share of voice in the digestives category totaled 2.1%, compared with 1.9% for Nexium 24HR.

Another category within the digestives space that’s getting a lot of airtime is probiotics. Most recently, Pharmavite fortified that sub-category with the launch of Nature Made Advanced Dual Support, which targets both parts of the digestive tract, along with a suite of probiotic products, including Women’s, Men’s, Prenatal and Daily Balance.

“By expanding our probiotics line to target individual needs, we are able to offer a more customized approach to our consumers’ digestive health,” said Jamie Sakaguchi, brand manager for Nature Made.