The fifth-largest OTC category in drugstores appears to be suffering from a prolonged bout of indigestion. It is also too soon to judge the impact being made by H 2 antagonists, which arrived on frontshop shelves in July 1996. One in four units is sold during some type of promotional activity, while one in four purchases is made with a coupon.
Marketers are optimistic about the category's long-term health.
Plus, there's the potential for new switches to OTC, which should continue to spark interest in buying.