OTC Product Innovation

Innovation is critical to the success of OTC products. It supports public health by meeting consumers’ various health care needs while also driving significant business growth for companies. Given its importance to the CPG industry overall, Kline and IRI have collaborated to closely examine recent OTC product launches.

Kline and IRI assessed nine brands, all of which were launched between 2010 and 2014, and which included a mix of Rx-to-OTC switches, new brand launches and line extensions, and supplements. The brands were also part of IRI’s New Product Pacesetters analysis, had received significant media support, experienced double-digit growth during their first year on the market, and were shown to still be growing in year two.

Read Kline and IRI’s report, “Recent OTC Innovation: Observations and Implications for Future Growth” to understand key success factors with new OTC product launches and how to best support their continued growth.

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