If you think the shelves look more crowded than a few years ago, you're probably right. And not only is there more competition in each class of drugs, but each brand has different variations and sizes. In addition, consumer expectations are higher than ever. A well-informed shopper wants to know not only how the product works, but also how well its packaging protects it from tampering.
Stores have expectations, too.
They want to display attractive cartons, tubes, and bottles as well as protect the products from theft and tampering. Given this environment, it is imperative that an OTC drug's package or label stand out, and that each package be safe and secure. But with the mounting competition in the OTC market, we have seen graphics change and get much higher end. Drug manufacturers are looking for more unique packaging. For the most part, the capabilities have been there much longer than the desire.