DIGITAL HEALTH LITERACY DILEMMA IN AUSTRALIA

Consumer Healthcare Products Australia’s Self-Care Opportunity Report, which gathered views from 2,000 adults to uncover their knowledge and skills in managing everyday health conditions, has uncovered a significant digital health challenge. Key findings include:

  • 66% of Australians seek information online for common health conditions before consulting a healthcare professional, but 91% do not fully understand the information they find
  • 80% of Millennials go online for healthcare information before seeing a GP or pharmacist, while 47% of Baby Boomers go online as a first port of call
  • 97% feel responsible for managing their own health and 84% want to improve their health skills and knowledge to be more engaged in their health, but 30% consider their health literacy level to be low
  • 81% use health websites, apps or social media to manage common health conditions
Source: CHP Australia’s Self-Care Opportunity Report

Nicholas Hall’s Touchpoints: The latest survey by CHP Australia raises some real concerns about health literacy. As CEO Deon Schoombie comments: “[This] report clearly shows an urgent need to help Australians with digital health literacy – to know where to find, how to interpret and how to use health information from online sources. This is very important as we can clearly see those with higher literacy levels have higher engagement in their health … We have an opportunity now to make a significant difference to our overall national health status by making a greater investment in self-care education, upskilling digital health literacy and creating more verified and easy-to-access digital health sources.”

So, unlike the outlook for the market in 2022, where the evidence is both insubstantial and to an extent contradictory, the message about consumers is clear. If we want consumers to fully participate in self-care, we need to give them access to reliable information with which they can make informed decisions affecting their own health.

Gain valuable tools and techniques to expand your health literacy at the next workshop hosted by the CHC Training Academy, on 26 October in Bucharest! The following day, RASCI will host a free 1-day conference, focusing on Health Literacy — Driving Self-Care Forward, beginning with an exclusive keynote presentation from Nicholas Hall. To register, or for more information on group booking rates, please contact elizabeth.bernos@NicholasHall.com.

Retail CHC growth accelerates to 4.8% in 2021

Below we look at the regional trends from the just published DB6 data on the performance of the global CHC market in 2021, showing how an upturn in Asia-Pacific helped global growth accelerate to 4.8% in the full-year period.

Europe (+3.3%) was the slowest growing region globally, although this does reflect an upturn vs 2020, thanks to robust growth in gastrointestinals (+6.1%) and a return to growth for cough, cold & allergy (+2.4%). Largest market Germany (-0.6%) saw its decline soften, while other Big 5 Western European markets rebounded to growth. Notably, Russia has fallen down the rankings from No.2 to No.4 in Europe, largely driven by devaluation of the Rouble, coupled with a flat year-end result (+1.8%)

Asia-Pacific (+5.6%) had a buoyant performance vs 2020, attributed to advances in largest market China (+6.9%) and a softening decline for No.2 ranked Japan (-1.2%), these markets have a combined share of almost 70% of total regional sales. Sales in China have rebounded somewhat, as harsh Covid restrictions generated a relatively weak 2020 comparator. Despite intermittent restrictions continuing, a relatively free environment has boosted sales across most major categories as consumers seek to remedy all ailments.

Americas (+4.9%) saw a slowdown vs 2020; the US market (+3.9%) has gained momentum throughout the year – finishing well, albeit slower than 2020 – thanks to a robust cough cold & allergy uptick (+6.5%) and notable increases in Lifestyle CHC (+10.8%) and gastrointestinals (+8.9%), more than offsetting the slowdown in VMS and decline in dermatologicals.

In Latin America, leading market Brazil (+11.7%) advanced thanks to double-digit increases in VMS (+16.2%), cough, cold & allergy (+11.6%) and Lifestyle CHC (+11%).

Only one month to go until our 32nd European CHC Conference & CHC Training Academy Workshop! Taking place in Athens on 4-6 May 2022, industry experts from GSK, J&J, Menarini, NielsenIQ and more will explore how as an industry we can move forward with CHC Innovation! Please contact elizabeth.bernos@NicholasHall.com to reserve your place.

APAC E-Conference 2021 Awards

Commenting on our recent APAC e-Conference 2021, Nicholas Hall said: “This was a highly successful conference, with over 100 participants, but I can genuinely say that I hope it’s our last of this kind as I can’t wait to get back to face-to-face meetings next year in Athens, New Jersey and Singapore.”

  • The Nicholas Hall APAC Marketing Award 2021 was decided by delegates and The Winner was GSK’s “Panadol Take Care” campaign, which resulted in “record-breaking” market share and consumption growth. The campaign comprised two key elements: education on post-vaccination pain & fever and the role of Panadol in providing suitable and efficacious care for these symptoms. In addition to TV, promotion included traditional media channels; partnerships with Pandamart, Uber and Grab offering 30-60 minute delivery services for post-vaccination symptom management; social media activity; an online expert care portal; strong in-store visibility; a Take Care Chatbot; and out-of-home ads close to vaccination centres. 
  • 2nd place: Redoxon (Bayer) The “Ces Before Cus” campaign was implemented in Indonesia to help the vitamin fight back against increased competition during the pandemic and help consumers “be new normal ready” by boosting immunity and giving them more confidence when carrying out daily activities in the Covid era. “Ces” is the noise that Redoxon makes when dissolving in water and “cus” is Indonesian slang for “Let’s go!”
  • 3rd place: Eye-Mo (Combiphar) Following a return to the Singaporean market in 2017, it was noted that Millennials did not have a strong connection with the brand. Combiphar turned this around with the growth-driving “I See What I Want” campaign, fronted by teen singer Aden Tan, which aimed to empower the younger generation by helping them rebound from negativities and see “the brighter side of life”.

Review the full proceedings from our APAC e-Conference 2021 conference by purchasing a copy of the event recording. For more details, please contact elizabeth.bernos@NicholasHall.com.

MAT Q2 2021: Global CHC Market Trends

The latest update from Nicholas Hall’s CHC database DB6 indicates that in MAT Q2 2021, the retail (bricks & mortar) CHC market returned to growth following a decline in the previous reporting period – the first seen since DB6 records began. Overall global CHC sales were up 1.7% to US$151bn.

In terms of performance by geography, the Americas returned to positive growth (+1.3%), with a flat performance in North America bolstered by LatAm markets, including double-digit growth in Brazil (+10.6%). USA remains the clear No.1 CHC market globally, and grew modestly (+0.2%).

Asia-Pacific was the best performing region (+4.8%); while it continues to be impacted by loss of revenue from overseas visitors in key markets Japan (-4.0%) and Australia (-5.5%), high single-digit increases in China and India helped to lift the topline.

Source: Nicholas Hall’s global CHC sales database DB6 (all values at MSP).

Europe continues to decline (-2.0%), still heavily impacted by retraction in CCA and analgesics in Western Europe in particular. Key markets Germany (-8.5%) and UK (-10.8%) fell significantly, although this was partly offset by a positive trend in C&E Europe (+3.6%), with Russia maintaining mid-single digit increase (+4.1%) and Poland returning to growth after a decline in the previous reporting period.

Nicholas Hall Writes: “In 2020 we saw the market grow across the board during the first half, ease back in the second half, perform very badly in Q1 this year and return to growth in Q2. Is this a trend? Is it as simple as drawing the line forward to the point where we regain the pre-pandemic 3.7% retail sector growth rate? We all have our own point of view, but it would be a brave soul prepared to make a firm prediction. So in the best tradition of being a thrusting brand manager, I’m going to hedge my bets until I see the Q3 figures from DB6.

We are pleased to announce that Nicholas Hall’s DB6 mid-year update for 2021 is now available! Subscribers can access over 150,000 pieces of data, with more than 30,000 records covering 13,000+ brands and 3,000 companies across 63 countries. To find out more or to set up a free demo, please contact kate.holdcroft@NicholasHall.com.

MAT Q1 2021: Global CHC sales fall 0.6%

According to Nicholas Hall’s global sales database DB6, the retail (bricks & mortar) CHC market generated global sales of US$148bn, down by -0.6% versus a year ago. Further heavy decline for cough, cold & allergy (-14.5%), especially in North America and Western Europe, was largely responsible for the global fall in CHC sales. The Americas declined by -0.4%, driven by a -1.9% fall in North America, but slightly offset by a positive performance by LatAm markets (+8.5%), notably double-digit growth in Brazil (+10.6%).

Asia remained relatively weak (+2.6%); despite strong growth in China (+7.1%), the region continues to be impacted by loss of revenue from overseas visitors in key markets Japan (-9.1%) and Australia (-8.0%). Europe saw a significant downturn (-5.5%), heavily impacted by declines in CCA and analgesics in Western Europe. Key markets Germany (-13.3%) and UK (-13.9%) fell by double-digits during the MAT Q1 2021 period. In C&E Europe, meanwhile, Russia continued to post a positive performance (+4.1%), albeit at a slower rate than year-end.

As for global performance by major category, vitamins, minerals & supplements (+5.3%) remained the fastest-growing category – albeit at a slower rate than year-end 2020 – with immune-associated categories continuing to benefit from greater consumer focus on wellness maintenance and protection. Dermatologicals increased by +4.5%, its buoyancy largely attributed to the performance of antiseptics & disinfectants (+53.1%) during the pandemic. Lifestyle CHC grew by +2.4%, driven by double-digit increases in sedatives & sleep aids (+14.5%) as well as smaller categories such as obesity treatments, emergency hormonal contraception and erectile dysfunction.

Gastrointestinals returned a low level increase (+1.2%), while analgesics saw a decline of -1.8% globally, with systemics down -4.3%, largely owing to the effects of pantry loading at the start of the pandemic. Cough, cold & allergy saw the strongest decline, with sales falling by -14.5% in the 12 months to end March. Pantry loading, as well as the effects of lockdown restrictions, social distancing, mask wearing and hygiene measures resulted in significantly reduced incidence of respiratory pathologies.

At a time when consumers are highly aware of the importance of maintaining their immune system, we are pleased to announce that Immunity will be the focus of our next hot topic report! We will review a number of categories including antivirals, immune supplements and vitamins C & D and explore the latest launch activity, plus much more. To pre-order your copy and save with the pre-publication discount, or to find out more, please contact Melissa.Lee@NicholasHall.com.

NPD roundup: Women’s Health in 2020

To mark International Women’s Day, our blog this week rounds up some of the most notable women’s health NPD activity in the global CHC market in 2020, with examples from all four major regions (Europe, Asia-Pacific, North America and Latin America), as provided by our CHC New Products Tracker service.

Probiotics & prebiotics was a particularly lively source of women’s health innovation, including Farmoquimica’s late 2020 launch of Simbiofem in Brazil, positioned to balance female intestinal flora and claimed to be the first probiotic in the market for women’s health. In Spain, FertyPharma unveiled Fertybiotic Mujer Plus in early 2020, uniquely positioned to improve the fertility of women with PCOS (polycystic ovarian syndrome), while in South Korea Huons launched Elruby Menolacto Probiotics in Q4 2020, offering the benefit of an original formula to help support menopausal women. In the USA, a particularly innovative women’s health probiotic launch was HUM Private Party, with a unique formulation that combines a proprietary women’s probiotic blend with cranberry extract, which is positioned to support healthy vaginal and urinary tract health.

As for digital health solutions, which are profiled in one of the chapter’s of our upcoming Innovation in CHC report, a notable women’s health development in the UK was Velieve (Healthy.io), an at-home service for women to determine if they have a UTI (urinary tract infection). Velieve was test marketed in London first and is available as a kit (containing a urine collection cup, dipstick and colour board), which is delivered within 3 hours of ordering online, and the user is then required to download the Velieve app to guide them through the test, turning their smartphone into a medical device to read the dipstick.

Finally, looking at VMS, there were also several notable women’s health developments in China in 2020, including GSK’s extension of calcium supplement Caltrate with Caltrate Women, Unilever’s rollout of Olly The Perfect Women’s Multi and Eu Yan Sang’s launch of Gold Label Bak Foong Small Pills (a plant-based formula positioned as a treatment to alleviate menstrual pain).

Seize your last chance to save on our forthcoming report from Nicholas Hall’s CHC New Products Tracker, Innovation in CHC 2021. Putting innovation and NPD activity from 2020 under the microscope, click here to pre-order your copy without delay. For more information, or to place your order, please contact Melissa.Lee@NicholasHall.com

Sexual health OTC revolution

Building on the news covered in last week’s blog that Sanofi is planning to implement the US Rx-to-OTC switch of erectile dysfunction treatment Cialis by end-2024, this week we look at another major development in the OTC sexual health & fertility category – the announcement by the UK’s MHRA that it has launched a public consultation on the reclassification of two progestogen-only contraceptive pills containing desogestrel, marking the first time the agency has considered such a change.

MHRA is asking the public and stakeholders for their views on whether two continuous-use oral contraceptives – HRA Pharma’s Hana and Maxwellia’s Lovima, both as 75mcg film-coated tablets in 28-count packs – should become pharmacy medicines and available OTC, without a medical prescription (although, in parallel, desogestrel 75mcg will also remain available on prescription, with women potentially able to switch between prescription or pharmacy supply at different times). The agency notes that if the products are reclassified, pharmacists will have access to training materials and a checklist to help them to identify women who can receive the two medicines safely. Two separate consultations are open until 5th March (Hana link; Lovima link).

Following the switch of Adamed’s Maxon Forte (sildenafil 50mg) in Poland in early 2020, the rollout of OTC Viagra (Viatris) to Norway and Ireland in 2020, plus the EU centralised Rx-to-OTC switch of Fortacin (Recordati for Plethora Solutions) for premature ejaculation – formulated with lidocaine 150mg + prilocaine 50mg – in September 2020, the past year has seen a rapid expansion in the availability of OTC sexual health & fertility medicines. With OTC ED on the near horizon in the US market, the UK approval of the daily contraceptive pill as an OTC medicine could lead to a wave of similar approvals worldwide, and inject substantial growth into the global CHC market over the coming years.

CHC.NewDirections Consulting Editor, Nina Stimson adds: This really is an exciting proposal – not only a first for the UK, but also the first significant bid to offer oral contraceptives without prescription outside the Asia Pacific region – China and South East Asian markets lead the way, although sales in most markets are relatively small. If the proposal is approved, will UK pharmacists actively support the switch and help build OTC supply (and will the pharmacy protocol be sufficiently user-friendly not to push women back to the doctor)? And will any price differential between Rx or OTC supply be a factor? Not all ambitious switches in the UK have succeeded in the past, but we have high hopes for this one. Time will tell …

You can save up to GB£1,350 when you pre-order our forthcoming report from CHC New Products Tracker, Innovation in CHC: 2020’s NPD & Launch activity under the spotlight before 31st March! As well as looking in more depth at the latest OTC sexual health & fertility developments, the report also showcases the top 100 innovations in 2020 and features major ingredient trends, delivery format trends and much more. For more information, or to pre-order your copy, please contact melissa.lee@NicholasHall.com.

Star VMS Performers in MAT Q2 2020

Global sales of vitamins, minerals & supplements in the MAT Q2 2020 period advanced by 5.5%, a further clear upturn vs Q1 2020 and Q4 2019, and a trend that helped to offset the Q2 slowdown for CCA remedies. Faster growth in North America’s vast supplements market (+8.8%) was the primary factor underpinning the accelerating trend globally, helping the region move back ahead of Europe in terms of CHC turnover in Q2.

In this week’s blog, we take a closer look at the VMS brands driving growth at both a regional and country level. In North America, as well as the continued rapid growth of J&J’s Tylenol, two VMS ranges that performed exceptionally well among the regional Top 10 brands were Nature’s Bounty (The Nature’s Bounty Co) and Olly (Unilever). New product development, such as the launch of the Olly Ultra Softgels line in April 2020, as well as the brand’s rollout to Canada in May 2020, have boosted Olly sales.

In Asia-Pacific, the standout trend has been the exceptionally high growth of chyawanprash supplements, up 121% globally – outpacing other fast-growing prevention categories such as immune supplements (+38.6%) and vitamin C (+23.5%) – driven by accelerating demand in India. Dabur Chyawanprash (Dabur) is now India’s No.1 OTC brand, after sales more than doubled in the 12 months to June 2020 thanks to surging demand in H1 as a result of the pandemic, and the brand has now also sneaked into Asia-Pacific’s Top 10 CHC brands regionally.

In Europe, growth was more muted across the board, with Top 10 brands like RB’s Nurofen and Bayer’s Bepanthen driving growth at a regional level. However, focusing on brand performances at a country level in Europe reveals the impact of VMS brands and natural-based sleep aids on growth, with Orthomol (+10.6%) rising fast in Germany, GSK’s single vitamin brand BE-Total (+16.2%) up strongly in Italy, P&G’s multivitamin Bion 3 (+16.0%) advancing rapidly in France and sleep aids Aquilea (+13.5%) and Dormidina (+11.3%) powering Q2 growth in Spain.

As for Latin America, Sanofi’s analgesics brands Dorflex and Novalgina were two of the best Top 10 performers at a regional level, while Bayer’s Redoxon (+65.7%) was the star performer, thanks to soaring demand amid the Covid-19 pandemic. In 2019-20, Bayer rolled out Redoxon Triple Action (vitamins C + D plus zinc; positioned for enhanced immune support) in numerous local markets.

With just under a month to go, there is still time to register 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.

Market Movers Q1: CCA, VMS brands among fastest movers

CHCINACTION

In this week’s blog, we take a closer look at our newly published Market Movers data for MAT Q1 2020, which highlights the brands that performed best and worst in terms of value sales growth or decline in that period. Certain marketers like RB, which last week reported a 12% rise in its OTC portfolio in Q2 2020, have found success from having a well-positioned portfolio of power brands in fast-growing, Covid-driven CHC categories, such as cough & cold remedies (Mucinex), immunity supplements (Airborne) and antiseptics & disinfectants (Dettol).

P&G also reported double-digit organic growth of its Personal Health Care portfolio in Q2 (fiscal Q4), powered by Vicks, which continues to gain share. Vicks NyQuil / DayQuil combo packs were among the six fastest-growing brands in MAT Q1 2020, along with one of China’s leading systemic cold & flu remedies, 999 Gan Mao Ling. VMS products also featured strongly among the Top 6 fastest-growing brands, with Olly and Emergen-C performing well in the US market thanks to their stress / immunity positioning, and Double Whale Vitamin D Drops achieving high growth in China. J&J’s Tylenol, the No.1 analgesic brand globally, also continues to produce dynamic Covid-driven growth.

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Asia-Pacific was the region that underperformed most in MAT Q1 2020 – achieving just 3.4% growth vs 6.3% for North America and Europe – so it is no surprise that five of the Top 6 worst-performing brands are from China or Japan. Tonics & cure alls was the subcategory most responsible for Asia-Pacific’s relatively low growth, with category sales down 25% in China, owing to issues with donkey breeding that have resulted in rising raw material costs and subsequent price rises, affecting two brands in particular – Dong-e E-jiao and Fu Fang E Jiao Jiang – while Hong Mao Medicated Wine was affected by negative claims.

OTC tonic drinks is another VMS subcategory hit by declining sales, with a continued downturn in Japan where the old, male consumer base is retiring and brands face competition from energy drinks. Takeda’s Alinamin EX was among the brands that declined fastest in MAT Q1 2020. Another CHC subcategory affected by weaker sales in Q1 was antacids, as a result of the withdrawal of ranitidine-based antacids from the market owing to concerns around NDMA in the formulation. Sanofi’s Zantac was among the key brands impacted, with Zantac 150 in sharp decline in the US market.

Today is the last chance to pre-order our upcoming Analgesics 2020: Assessing the Current & Future Self-Care Market for Pain Relief at the discounted rate and save up to GB£1,800! Contact melissa.lee@NicholasHall.com to order or find out about special discounts available on purchases of more than one report title!

Europe at the Heart of Probiotics Innovation

CHCINACTION

Three probiotics deals have been signed in the past week, all involving European companies, which remain at the heart of driving innovation in this fast-growing consumer health sector. AxisBiotix, a wholly-owned subsidiary of UK life sciences company SkinBioTherapeutics, has signed an agreement with Dutch-based probiotics specialist Winclove to design a probiotic blend based on the modifying properties of specific bacterial species on psoriasis disease pathways. This will be developed into a probiotic food supplement called AxisBiotix.

SkinBioTherapeutics is responsible for the identification and selection of the bacterial strains and patient testing; Winclove is responsible for the formulation and manufacturing. “There is strong scientific evidence pointing to a link between gut dysfunction, stress-induced alterations to the gut microbiome and skin inflammation,” said SkinBioTherapeutics CEO, Stuart Ashman. “We believe that in this partnership … we can create a specific probiotic food supplement that has the potential to help manage the hard-to-treat symptoms of psoriasis.”

SkinBioTherapeutics

Meanwhile, Danish probiotics specialist Chr Hansen has signed a contract with Teijin to sell ingredients for health food and infant formulas in Japan. Under the agreement, Teijin will market six probiotic products, including BB-12 (Bifidobacterium animalis ssp. Lactis) for gastrointestinal balance and immune support, and Urex (Lactobacillus reuteri [RC-14] + Lactobacillus rhamnosus [GR-1]), which increases lactic acid bacteria for vaginal health. Teijin will leverage know-how and technical support from Chr Hansen and both will jointly develop marketing initiatives. While this marks Teijin’s entry into the field of probiotic ingredients, the company already markets prebiotics. Seeing functional foods as a core part of its healthcare strategy moving forwards, Teijin plans to develop more prebiotic and probiotic ingredients and expand its product line-up.

Finally, Serbian-based Beopanax has signed an exclusive distribution agreement with Taiwan’s Bened Biomedical to bring its flagship psychobiotic probiotic strain to new territories, including Serbia, Kosovo, Bosnia, Montenegro, Macedonia, Croatia, Slovenia and Albania. The launch of Second Brain, a sachet containing 30bn CFU of Lactobacillus plantarum PS128 to help improve mental and emotional health, is slated for Q1 2020. Bened is also targeting expansion in CIS countries.

Probiotics & prebiotics is highlighted as one of 8 sectors driving consumer healthcare innovation in our upcoming report, Innovation in CHC: NPD & Innovation in CHC under the Spotlight. Drawing on Nicholas Hall’s CHC New Products Tracker, this all-new title from Nicholas Hall’s Reports takes an in-depth look at 100 key CHC innovations in 2019, and picks out some of the most prominent delivery format and ingredient trends in the consumer healthcare industry. Please contact Melissa.Lee@NicholasHall.com to find out more, or to purchase your copy and save with the early-bird discount!