Over the moon for OTC: Several trends are converging and pushing sales up

There’s no ignoring the fact that interest in self-care has exploded, said Nathan Jones, president of American Fork, Utah-based Xlear. As more people come to realize that there is a wide variety of products that can be used to lessen the incidence and severity of health concerns, including COVID, it has caused them to revisit existing products and be open to trying new ones as well, he said.

“As more studies highlight the efficacy of simple OTC products, such as nasal sprays and irrigations, people who were not regular shoppers in the category are seeking out these products,” Jones said. 

Ongoing pandemic, increased demand on medical resources and fears of exposure to COVID have curtailed the consumer’s desire and ability to walk in or schedule appointments for medical care, said Marsha Garcia, president of Doctor Easy Medical Products in Orange Park, Fla. For conditions where at-home solutions exist, she said consumers are increasingly opting to address health issues on their own.

“For self-care treatments, consumers continue to seek out products that are convenient, easy to use and contain natural ingredients. Products made in the U.S. are once again gaining popularity as well,” Garcia said. These factors have contributed to significant growth in the ear care category. According to IRI, for the 52 weeks ending Sept. 5, the category has experienced an almost 5% uptick in year-over-year growth. This unexpected rise has category managers and retail executives taking notice of the sometimes-sleepy ear category, she said. 

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In addition to the rising cost of health care pushing more people to turn to OTCs, Ken Bianchi, executive vice president at Safetec of America, in Buffalo, N.Y., said increased access is also driving interest. “The average consumer today is looking for alternative treatments, cost-effective solutions and information that allows them to meet their wellness needs on their terms.”

In examining the reasons behind the growing interest in OTCs, Ivan Balcarce, director of professional business development at Manhattan, N.Y.-based Rhinomed, said he sees a direct correlation between the attitude shift toward self-care and the prevalence of enormous medical bills and skyrocketing health insurance premiums. “People have been awakened to the fact that the best way to care for themselves is to develop wellness habits that keep them out of the doctor’s office,” he said. “People feel empowered when the small changes they make help them feel better. The current pandemic has also accelerated and augmented what was an already growing awareness of how sleeping, breathing, eating and exercising affect our immune system and our long-term health.”  

Geolyn Gonzalez, vice president of sales and marketing at Total Resources International in Walnut, Calif., said today’s consumers are focused on two things — convenience and education. Products that make their life easier, safer, more secure and provide health-and-wellness benefits are their primary focus, she noted. More importantly, she said she believes consumers gravitate toward affordable and practical solutions designed with progress and innovation in mind. 

“Recent issues with supply chains have created a significant need for products built and manufactured in the U.S.,” Gonzalez said. “And if it gives back, contributes to a greater good, uplifts communities and transforms lives, you really can’t get any better than that.”

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Buying habits are changing
As consumers continue to adjust to the realities of the new world we live in, retailers and their supplier partners need to be mindful that these new habits are here to stay. Most notably is a renewed focus on personal accountability when it comes to health and wellness, said Susan Hanson, COO of The Relief Products company in Reno, Nev. 

“Consumers are looking for natural alternatives that can help maintain or improve overall health without the use of harsh chemicals or hidden ingredients,” she said. “For this reason, homeopathic products are appealing to an increasingly larger demographic based on three main factors: safety, effectiveness and the inclusion of natural, active ingredients.”

While people have begun shopping in person again, Hanson said many will continue to shop online. Insightful brands will create a competitive advantage by working with retail partners to optimize e-commerce platforms for their customers, she said.

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Before the pandemic, consumers would head to the store to find a remedy for a cold or headache, but as Jones noted, shoppers are becoming more proactive about their health. “People have gone from buying products that treat the symptoms to buying products that can help to prevent getting sick in the first place,” Jones said. “The terms ‘getting sick’ have taken on a whole new meaning as a result of COVID. People are not willing to risk getting even the most mundane of illnesses anymore.” 

As people have become more mindful about the chemicals they put in and on their bodies, they are open to trying drug-free solutions and natural products before seeking professional help. “People are more open to trying devices, such as nasal dilators, oral appliances and mouth tape, in an effort to better breathe through their nose and snore less so they can wake up headache-free, dry-mouth-free and more refreshed,” Balcarce said.