With the percentage of adults using OTC GI remedies holding steady in recent years, the category's modest growth has been driven primarily by Rx to OTC switches. After a pause in 2008, OTC switch activity is expected to pick up in 2009 and beyond, particularly in the antacid segment where new entrants will continue to strengthen the high-end of the market and accelerate the decline of older, less effective traditional brands.
In addition to these overarching trends, this report examines the following:
An in-depth look at the factors that have made Prilosec so successful in the OTC marketplace, and an assessment of how it may fare in the future in the face of increased competition from comparable private label and branded products
An analysis of how Tums, a 75-year old antacid brand, has been able to compete effectively in a marketplace increasingly dominated by more advanced former prescriptions
Analysis of brand preferences and market shares in all four segments of the category
A discussion of advertising strategies employed by leading GI remedy marketers
Profiles of recent new line extensions from major brands
Insights and ideas on how the GI remedy aisle at retail can evolve to meet the needs of increasingly self-reliant GI remedy shoppers
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