Ipsos: Claritin, Prilosec Switch to OTC Alters Health Markets
Market research firm Ipsos reports that the transition of Claritin and Prilosec from prescription to over-the-counter (OTC) status in 2003 significantly reshapes the allergy and heartburn treatment markets.
The shift of two highly advertised prescription drugs, Claritin and Prilosec, to over-the-counter (OTC) availability in 2003 represents a significant change in the health treatment landscape, according to Ipsos PharmTrends.
Ipsos, a global market research firm, notes that both Claritin OTC and Prilosec OTC are expected to drive substantial sales and expand the overall allergy and heartburn treatment markets. Previously, the rise of prescription drug advertising and new drug classes had eroded the consumer base for OTC alternatives in these categories.
Claritin's transition to OTC status in 2003 revitalized the allergy treatment market. The move increased the OTC allergy buyer base by 49% in the seven months ending June 2003 compared to the previous year, attracting new consumers and shifting some buyers from existing brands like Benadryl.
Prilosec OTC, launched in September 2003, is anticipated to have a similar impact on the heartburn treatment market. Early indicators suggest Prilosec OTC is on a comparable growth trajectory to Claritin OTC. The move to OTC for both products creates new opportunities for brand loyalty and consumer switching, effects expected to become clearer throughout 2004.