David Biernbaum

CPGmatters: McNeil Provides Solutions at Shelf for Shoppers of the OTC Drug Category

July 21, 2010

FROM RETAILWIRE:
Research from Johnson & Johnson, the parent of McNeil Consumer Healthcare, found that OTC drug is a complex category that leaves shoppers overwhelmed and often confused. How can retailers improve the "shopability" of the OTC drug category?      [more...]

The OTC Drug Category is confusing for the majority of shoppers for a number of reasons:

1) Large number of brands all making similar claims, lots of overlap, and yet some confusing minutia that imply differentiation.

2) Advertising/messages can be confusing.

3) Retail product assortment and the schematics that retailers use can be a blur to consumers.

4) Lack of true alternatives carried by retailers that seem to be locked in to SKU rationalization.

There is not enough room left on the already cluttered package designs to add more information. What retailers can do is to offer end-of-aisle information about what the various ingredients represent or mean. Most of the brands have all the same ingredients in various combination and mixes.

Ideally, retailer should provide a user-friendly advisor in the pharmacies that can provide attention to help consumers, as well.