MAT Q3 Update: Category, country performances

Assessing the latest data on the performance of the global CHC market in MAT Q3 2020, Celine Waller, Group VP, DB6, wrote: “Covid-19 continues to have a seismic effect on the CHC market, although the impact of the pandemic differs depending on the category and geography. However, in totality the market has continued to outperform expectations with the increased focus on maintaining health & wellness providing a welcome boost to the industry.”

Vitamins, minerals & supplements (+6.0%) was the fastest-growing major category in MAT Q3, benefiting from the greater focus on wellness, with products connected to immunity particularly dynamic – overall, immune supplement sales rose by 47% globally. This trend was particularly noticeable in the world’s No.1 CHC market, USA, where immune supplements, as well as zinc and vitamin C supplements, all recorded exceptional growth.

Dermatologicals also performed well, increasing by 5.9% thanks to a surge in demand for antiseptics & disinfectants, which grew by 51% globally, owing to RB’s Dettol making big gains in key markets like China, and various successful launches in the USA. Meanwhile, analgesics achieved growth of 5.0% thanks to the strong performance of systemics (+5.9%), powered by the continued dynamism of global No.2 CHC brand Tylenol (J&J). Topicals mustered growth of only 3.2% in spite of the US switch of GSK’s Voltaren Arthritis Pain.

Cough, cold & allergy (+2.2%) was the weakest category globally in MAT Q3 2020, as social distancing and increased hygiene measures resulted in reduced incidence of respiratory pathologies. Declining sales for cough & cold remedies across western Europe, most noticeably in Germany and France, was the primary factor for the poor performance of these markets in MAT Q3 2020.

Gastrointestinals also produced low growth, with global sales increasing by just 2.8%, after a flat performance in western Europe and falling sales in Japan. In fact, heavy decline for GIs and OTC tonic drinks were two key factors behind the 5.1% fall in Japan’s CHC market. Liver & bile remedies (+5.2%) was the only GIs subcategory to achieve growth of more than 5% globally, powered by a double-digit rise in China.

Sales of Lifestyle CHC products expanded by 3.7%, a further deceleration in Q3, despite double-digit growth for sedatives & sleep aids and obesity treatments. A slowdown in sales of eye care treatments and a drop-off in Rx-to-OTC switch activity are two of the primary factors for this deceleration globally, though one exception is erectile dysfunction, which grew by double digits powered by OTC switches in the UK and Poland.

We are pleased to announce the latest DB6 MAT Q3 data is now available! With over 150,000 pieces of data across 63 markets, DB6 now includes topline data across all channels of distribution, including e-Commerce! To find out more about our extensive database or to set up a free demo, please contact kate.holdcroft@NicholasHall.com.

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