Vicks and Tylenol still driving global CHC growth

Only two CHC brands have global sales in excess of US$1bn – P&G’s Vicks and J&J’s Tylenol – and both continued to power growth in Q2 2020. Vicks, like other leading CCA brands such as Halls (Mondelez) and Mucinex (RB), recorded a slowdown in Q2 owing to the “pantry unloading” effect, and reduced levels of coughs & colds caused by lockdowns, social distancing and hygiene measures, while VMS brands like Centrum (GSK) and Nature Made (Pharmavite / Otsuka) saw growth accelerate in the second quarter.

Despite slowing growth in Q2, global No.1 brand Vicks (+8.7%) remained at the heart of the CHC market’s upturn in the MAT Q2 2020 period. Dynamic growth for Vicks was powered by double-digit rises in Latin America and North America. In the brand’s key US market, Vicks was extended in July 2020 with Vicks VapoBath Bath Crystals, a new Vicks Children’s Botanicals line, Vicks Sinex Saline and Vicks Immunity Zzzs.

Once the leading global CHC brand, Tylenol has steadily been regaining share in recent years and closed the gap on No.1 Vicks after 21.4% growth in the MAT Q2 2020 period. In its Q2 results, J&J reported double-digit growth for its OTC products, driven by Tylenol analgesics. US sales account for around three-quarters of Tylenol’s global OTC turnover, and the brand has been boosted by innovations such as the Q2 2020 launch of Tylenol Extra Strength Dissolve Packs.

Systemic analgesic Advil is still the world’s No.3 CHC brand, but growth slowed (-0.4%) in the MAT Q2 2020 period after a strong return to growth in Q1, following weaker Q2 performances in the USA and Canada. New owner GSK is hoping to revive the US performance of Advil with the August 2020 launch of Advil Dual Action, the first FDA-approved OTC combination of ibuprofen and acetaminophen (paracetamol) in the US market.

Voltaren saw growth accelerate slightly in Q2 2020, up 4.9%, helping it rise above Halls into the No.4 position in the global CHC brand rankings. In February 2020, the US FDA approved the Rx-to-OTC switch of Voltaren Arthritis Pain (diclofenac 1%), and the product was subsequently launched in May 2020. This US launch, allied with stronger growth in regions outside Europe, helped to offset a Q2 slowdown for Voltaren in various key European markets such as Germany, Italy and the UK.

Medicated confectionery brand Halls fell into decline (-0.2%) in the MAT Q2 2020 period and dropped down the global rankings one place to the No.5 spot. Available in over 30 countries, Halls is the leading global sore throat & medicated confectionery brand and takes the No.1 position in Latin America, where it grew by 2.6%, thanks to solid growth in the brand’s key regional market of Brazil. However, sales in North America and Europe declined for Halls in line with the weaker CCA trend across both regions in Q2.

Have you registered to join Nicholas Hall’s Asia-Pacific webinar? On 12 November, Nicholas and other industry experts will explore key trends in the region, including a look at WOW! brands, growth prospects, distribution, the very important topic of sustainability and much more. To find out more, or to register, please contact elizabeth.bernos@NicholasHall.com.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s