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The U.S. Market for Private Label OTC Healthcare Products

The private label over-the-counter (OTC) market has been gaining ground rapidly over the past five years. The private label sector has shed its image of being a ‘me-too’ version of national brands and worked toward offering quality and innovation at an economical price. With benefits for consumers, retailers, and manufacturers, private label healthcare should experience solid growth through the end of the decade.

This report on the U.S. market for OTC private label products presents an in-depth analysis of the performance of various OTC private label drugs and healthcare products, including:

  • Cough, Cold, Allergy & Sinus
  • Analgesics
  • First Aid
  • Anti-Smoking
  • Gastrointestinal
  • Foot Care
  • Contraceptives/Family Planning
  • Sleeping Aids
  • Eye care
  • Miscellaneous Remedies

The report provides sales figures for private label products in relation to branded products in each category, analyzes average unit pricing, details consumer demographics and attitudes toward private label products, reports ad spend and new product introductions by the various retailers, and discusses the trends and issues shaping the private label market of the future. In addition, profiles of the major manufacturers and retailers outline the financial positions and new developments among the major private label players.

The reports research methodology includes a combination of primary and secondary research. Information Resources Inc. (IRI) and Simmons Market Research Bureau (SMRB) provided primary research findings; secondary research included such material as published reports, news stories, and company literature and documents. The information on new product introductions and their salient features are provided by the ProductScan report for the period January 2004 to October 2005. The estimates on consumer advertising expenditures are based on data compiled by TNS Media Intelligence, the leading provider of strategic advertising and marketing communications intelligence.

Secondary research information has been obtained from trade association publications, business journals, government agencies, and other publicly available information. The study involved comprehensive research of secondary sources such as company literature, databases, investment reports and reports in medical and business journals.


  • Executive Summary
    • REPORT SCOPE
    • METHODOLOGY
    • THE MARKET
      • Cough, Cold, Allergy & Sinus
      • Analgesics
      • First Aid
      • Anti-Smoking
      • Gastrointestinal
      • Foot Care
      • Contraceptives/Family Planning
    • FACTORS AFFECTING GROWTH
      • Revised Meth Bill Favors Retailers
      • Rx-to-OTC Switches Spell Growth for Private Labels
      • Creating a Competitive Difference
      • Playing on price
      • Innovative Delivery Systems
      • No More Me-Too Versions
      • Chain Drug Stores - Healthcare Destinations
      • Scar Management
      • Analgesics Spell Growth
      • Heat Packs Offer Relief
      • Reaching Out to the Hispanic Segment
        • Table Demographic Profile of OTC Private Label Users (Hispanics & Whit and Not Hispanics), May 2004 - May 2005
    • FORECASTS
    • COMPETITIVE ANALYSIS
    • SEGMENT SUMMARIES
      • Analgesics
      • Cough, Cold, Allergy, Sinus
      • Gastro Intestinal
      • First-Aid
      • Eye/Contact Lens Care Products
      • Foot Care Products
      • Anti-Smoking Products
      • Sleeping Aids
      • Contraceptives/Family Planning
      • Miscellaneous Remedies
    • THE CONSUMER
      • Table OTC Private Label Usage by Category, May 2004 - May 2005 (%)
    • ATTITUDES
    • MARKETING DYNAMICS
      • Advertising Spend
    • MARKETING INITIATIVES
      • CVS' New Avenues for Growth
      • Catering to Children
      • Marketing First-Aid Store Brands and National Brands on the Same Platform
      • Cross-Merchandising
      • Promoting Foot Care
      • Cough & Cold Store Brands Get the Extra Push
    • NEW PRODUCT INTRODUCTIONS
      • Package Types
      • Ingredients
  • The Market
    • MARKET DEFINITION
    • MARKET GROWTH
      • Market Structure
        • Table IRI-Tracked Sales of OTC Private Label, 2000 -2005(E) (in million $)
        • Table U.S. Market Shares of OTC Private Label, 2000-2005(E) (in %)
      • Cough, Cold, Allergy & Sinus
      • Analgesics
      • First Aid
      • Anti-Smoking
      • Gastrointestinal
      • Foot Care
      • Contraceptives/Family Planning
    • FACTORS AFFECTING GROWTH
      • Revised Meth Bill Favors Retailers
      • Rx-to-OTC Switches Spell Growth for Private Labels
      • Creating a Competitive Difference
      • Playing on Price
      • Innovative Delivery Systems
      • No More Me-Too Versions
      • Chain Drug Stores as Healthcare Destinations
      • Scar Management
      • Analgesics Spell Growth
      • Heat Packs Offer Relief
      • Reaching out to the Hispanic Segment
        • Table Demographic Profile of OTC Private Label Users (Hispanics & White and Not Hispanics), May 2004 - May 2005
    • FORECASTS
  • Competitive Analysis
    • OVERVIEW
    • ANALGESICS
      • Private Label Market Growth
      • Private Label versus Branded Products
      • Private Label versus Leading Marketers/Brands
        • Table Sales of OTC Internal Analgesic, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $
        • Table Sales of OTC Internal Analgesic, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
        • Table Sales of OTC External Analgesic, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC External Analgesic, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
      • Average Price per Unit, Private Label versus Leading Marketers
        • Table Average Price per Unit of Analgesics, Private Label versus Leading Marketers, 2004-2005 ($)
    • COUGH,COLD,ALLERGY,SINUS
      • Private Label Market Growth
      • Private Label versus Branded Products
      • Private Label versus Leading Marketers/Brands
        • Table Sales of OTC Cough, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Cough, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
        • Table Sales of OTC Cold, Allergy & Sinus, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Cold, Allergy & Sinus, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
        • Table Sales of OTC Nasal Products, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Nasal Products, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
      • Average Price per Unit, Private Label versus Leading Marketers
        • Table Average Price per Unit of Cough, Cold, Allergy & Sinus, Private Label versus Leading Marketers, 2004-2005, ($)
    • GASTRO INTESTINAL
      • Private Label Market Growth
      • Private Label versus Branded Products
      • Private Label versus Leading National Marketers/Brands
        • Table Sales of OTC Gastrointestinal Liquid, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Gastrointestinal Liquid, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
        • Table Sales of OTC Gastrointestinal Tablets, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Gastrointestinal Tablets, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
      • Average Price per Unit, Private Label versus Leading Marketers
        • Table Average Price per Unit of Gastro Intestinal Products, Private Label versus Leading Marketers, 2004-2005 ($)
    • FIRST-AID
      • Private Label Market Growth
      • Private Label versus Branded Products
      • Private Label versus Leading National Marketers/Brands
        • Table Sales of OTC First-Aid Accessories, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC First-Aid Accessories, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
        • Table Sales of OTC First-Aid Treatment, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC First-Aid Treatment, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
        • Table Sales of OTC Personal Thermometers, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Personal Thermometers, Private Label Brands versus Leading National Brands 2000-2005 (E) (in million $)
      • Average Price per Unit, Private Label versus Leading Marketers
        • Table Average Price per Unit of First Aid Products, Private Label versus Leading Marketers, 2004-2005 ($)
    • EYE/CONTACT LENS CARE PRODUCTS
      • Private Label Market Growth
      • Private Label versus Branded Products
      • Private Label versus Leading National Marketers/Brands
        • Table Sales of OTC Eye/Contact Lens Care, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Eye/Contact Lens Care, Private Label Brands versus ands, 2000-20 Leading National Br 05 (E) (in million $)
      • Average Price per Unit, Private Label versus Leading Marketers
        • Table Average Price per Unit of Eye Care Products, Private Label versus Leading Marketers, 2004-2005 ($)
    • FOOT CARE PRODUCTS
      • Private Label Market Growth
      • Private Label versus Branded Products
      • Private Label versus Leading National Marketers/Brands
        • Table Sales of OTC Foot Care, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Foot Care, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
      • Average Price per Unit, Private Label versus Leading Marketers
        • Table Average Price per Unit of Foot Care Products, Private Label versus Leading Marketers, 2004-2005 ($)
    • ANTI-SMOKING PRODUCTS
      • Private Label Market Growth
      • Private Label versus Branded Products
      • Private Label versus Leading National Marketers/Brands
        • Table Sales of OTC Anti-Smoking, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Anti-Smoking, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
      • Average Price per Unit, Private Label versus Leading Marketers
        • Table Average Price per Unit of Anti-Smoking Products, Private Label versus Leading Marketers, 2004-2005 ($)
    • SLEEPING AIDS
      • Private Label Market Growth
      • Private Label versus Branded Products
      • Private Label versus Leading National Marketers/Brands
        • Table Sales of OTC Sleeping Aid, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Sleeping Aid, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
      • Average Price per Unit, Private Label versus Leading Marketers
        • Table Average Price per Unit of Sleeping Aids, Private Label versus Leading Marketers, 2004-2005 ($)
    • CONTRACEPTIVES/FAMILY PLANNING
      • Private Label Market Growth
      • Private Label versus Branded Products
      • Private Label versus Leading National Marketers/Brands
        • Table Sales of OTC Contraceptives, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Contraceptives, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
        • Table Sales of OTC Family Planning, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Family Planning, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
      • Average Price per Unit, Private Label versus Leading Marketers
        • Table Average Price per Unit of Contraceptives/Family Planning, Private Label versus Leading Marketers, 2004-2005 ($)
    • MISCELLANEOUS REMEDIES
      • Private Label Market Growth
      • Private Label versus Branded Products
      • Private Label versus Leading National Marketers/Brands
        • Table Sales of OTC Miscellaneous Health Remedies, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Miscellaneous Health Remedies, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
        • Table Sales of OTC Miscellaneous Health Remedy Tablets, Private Label Marketers versus Leading National Marketers, 2000-2005 (E) (in million $)
        • Table Sales of OTC Miscellaneous Health Remedy Tablets, Private Label Brands versus Leading National Brands, 2000-2005 (E) (in million $)
      • Average Price per Unit, Private Label versus Leading Marketers
        • Table Average Price per Unit of Miscellaneous Remedies, Private Label versus Leading Marketers, 2004-2005 ($)
  • The Consumer
    • Note on Simmons Survey Data and Figures
    • OTC COUGH,COLD,ALLERGY AND SINUS PRODUCTS
      • Table Demographic Profile of Cough, Cold, Allergy And Sinus (NonPrescription) Product Users
      • Table Demographic Profile of Sore Throat (Non-Prescription) Product Users
      • Significant Users of Children's Cough/Cold products
        • Table Demographic Profile of Children's Cough/Cold (Non-Prescription) Product Users
        • Table Demographic Profile of Children's Cough/Cold (Non-Prescription) Product Users
      • Cough Syrup -High-Usage Populations
        • Table Demographic Profile of Cough Syrup (Non-Prescription) Users
      • Usage of OTC Store Brands For Cold/Allergy/Sinus Treatment
      • East Central and West Central Region Record Heavy Usage Of Store Brands
      • Usage of Store Brand Cough Syrups
        • Table Demographic Profile of Cold/Allergy/Sinus (Non-Prescription) Store Brand Users
        • Table Demographic Profile of Sore Throat (Non-Prescription) Store Brand Users
        • Table Demographic Profile of Cough Syrup (Non-Prescription) Store Brand Users
    • OTC ANALGESIC PRODUCTS
      • Table Demographic Profile of Children's Fever/Pain Relievers (NonPrescription) Household Users
      • Table Demographic Profile of Headache & Pain Relievers (NonPrescription) Store Brand Users
      • Table Demographic Profile of Female Population, Which Had Menstrual/Pre-Menstrual Pain in Last 12 Months, May 2004 - May 2005
      • Table Demographic Profile of Menstrual & Pre-Menstrual Pain Reliever Product Users, by Kind, Non-Prescription and Prescription
      • OTC Gastrointestinal Products
        • Table Demographic Profile of Laxatives (Non-Prescription) Users
      • Gastrointestinal Store brands
        • Table Demographic Profile of Laxatives (Non-Prescription) Store Brand Users
    • OTC EYE CARE PRODUCTS
      • 65+ year olds and Females - Significant Users of Eye Drops & Eye Wash
      • Contact Lens Cleaning Solutions - Highest Preference Among College Grads
        • Table Demographic Profile of Eye Drops & Eye Wash (Non-Prescription) Users
        • Table Demographic Profile of Contact Lens Cleaning Solution Users
    • OTC FAMILY PLANNING PRODUCTS
      • Table Demographic Profile of Condom Users
    • OTC FIRST AID PRODUCTS
      • Consumer Preference For Store Brand Antibiotics
      • Bandage Usage for Store Brand
        • Table Demographic Profile of Antibiotic (Non-Prescription) Store Brand Users
        • Table Demographic Profile of Store Brand Bandage (Non-Prescription) Users
    • ATTITUDES
      • Table U.S. Consumer Attitude Toward OTC Medicine Products
      • Table Demographic Profiles of Cold/Allergy/Sinus (Non-Prescription) Product Users, Based on Attitude
      • Table Demographic Profiles of Sore Throat (Non-Prescription) Products Users, Based on Attitude, May 2004 - May 2005
      • Table Demographic Profiles of Cough Syrup (Non-Prescription) Users, Based on Attitude, May 2004 - May 2005
      • Table Demographic Profile of Headache & Pain Relievers (Non- Prescription) Product Users, Based on Attitude, May 2004 - May 2005
      • Table Demographic Profile of Eye Drop & Eye Wash (Non-Prescription) and Contact Lens Cleaning Solution Users, Based on Attitude, May 2004 - May 2005
      • Table Demographic Profile of First Aid Bandages /Antibiotic (Non- Prescription) Products Users, Based on Attitude, May 2004 - May 2005
  • Manufacturer Profiles
    • LEINER HEALTH PRODUCTS
      • Overview
      • Cost: The Driving Factor
      • New Developments
      • Innovation
      • Social Responsibility
    • PERRIGO COMPANY
      • Overview
      • New Developments
    • BIOZONE LABORATORIES INC.
    • NUTRAMAX PRODUCTS INC.
    • P.J. NOYES COMPANY INC.
    • ULTRA TAB LABORATORIES
    • RAANI CORPORATION
      • Overview
      • New Developments
    • PDK LABS INC.
    • WATER JEL
    • ACCUMED INC.
    • AMERICAN CONSUMER PRODUCTS
    • G&W LABORATORIES INC.
    • HUMCO HOLDING GROUP
    • RANBAXY INC.
      • Overview
      • OHM Laboratories
    • TARO PHARMACEUTICALS USA INC.
      • Overview
      • New Developments
    • AARON INDUSTRIES INC.
    • ALPHARMA INC.
      • Overview
      • Alpharma U.S. Pharmaceuticals Division
      • New Developments
    • HILLESTAD PHARMACEUTICALS
    • IVAX PHARMACEUTICALS INC.
      • Table IVAX Product Offereings in the Cough and Cold Market
    • PHARMACEUTICAL FORMULATIONS INC.
      • Overview
      • Sleep Aids
      • New Developments
  • Retailer Profiles
    • WAL MART
      • Overview
      • Operations
      • OTC Pharmaceuticals
      • New Developments
    • CVS CORPORATION
      • Overview
      • Operations
      • OTC Pharmaceuticals
      • New Developments
    • ALBERTSON'S INC.
      • Overview
      • Operations
      • OTC Pharmaceuticals
    • WALGREENS CO.
      • Overview
      • Operations
      • OTC Pharmaceuticals
    • RITE AID
      • Overview
      • Operations
    • DUANE READE
      • Overview
      • Operations
    • SAFEWAY STORES
      • Overview
      • Operations
  • Marketing Dynamics
    • ADVERTISING SPEND
      • Table Ad Spend of U.S. Drug Stores, January-December 2004, (in thousand $)
    • MARKETING INITIATIVES
      • CVS' New Avenues for Growth
      • Catering to Children
      • Marketing First-Aid Store Brands and National Brands on the Same Platform
      • Cross-Merchandising
      • Promoting Foot Care
      • Cough & Cold Store Brands Get the Extra Push
    • NEW PRODUCT INTRODUCTIONS
      • Table Top Private Label OTC Marketers, based on the Number of SKUs Introduced, January 2004 - October 2005
      • Table Top Private Label OTC Category Terms, based on the Number of SKUs Introduced, January 2004 - October 2005
      • Cough, Cold & First Aid
        • Table New Product Introductions in Private Label OTC, by Select Category Term (Cough & Congestion Relief/ First Aid), January 2004 October 2005
        • Table New Product Introductions in Private Label OTC, by Select Package Tags, January 2004 - October 2005
    • PACKAGE TYPES
      • Table New Product Introductions in Private Label OTC, by Select Package Types, January 2004 - October 2005
    • INGREDIENTS
      • Table New Product Introductions in Private Label OTC, by Ingredients, January 2004 - October 2005
  • Retailer Directory
  • Manufacturers Directory

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