This isn’t to say that Millennials are set against over-the-counter
(O-T-C) and prescription solutions, but it does indicate that there
is a broader array of wellness solutions now in consideration and
that perhaps a new hierarchy of first line of defense self-care treatments
is on the rise.
Shifting attitudes toward O-T-C products
Being squarely centered at the crossroads of consumer needs and
the consumer health care market, it is becoming increasingly obvious
that topical forms are gaining ground as one of the preferred
self-care solutions. Evidence of this conversion can be found in
O-T-C sales data.
In 2018, the U.S. O-T-C market, a category in excess of $250
billion in annual sales, grew a respectable 2%. However, during
that same time, the O-T-C topicals market grew at three times that
rate, making them the standout product form for the reporting
period. If we dig into the data a bit deeper, we find the Topical
Analgesic category grew even faster, at a rate of more than 7%10
and chest rubs (brands such as Vicks and Mentholatum) grew a
remarkable 20%.11 These data points align very well with the
growth of less invasive forms of self-care desired by this increasingly
influential group of consumers.
Disruption in the Marketplace
Beyond “traditional” O-T-C brands, agile and distinctive brands
seem to be the latest disruptors to the market and perhaps the
growth model for the future. Rather than relying on
scale and efficiencies, small-to-medium-sized brands
are recognizing the power they have in creating authentic
consumer-focused connections.12 As consumers
increasingly adopt preferences for products that are
considered healthy and natural, gone are the days of
one-size-fits-all pharmaceuticals. The smaller brand has
a unique power on shelves where retailers scramble to
be the first to bring new, innovative brands to market.
Some of the brands that have been making headway
in this space have become recent targets of multinational
acquisition: Babyganics (acquired by SC
Johnson in 2016), Zarbee’s (acquired by Johnson &
Johnson in 2018) and Maty’s (acquired by Bayer in
2019).
Zarbee’s, fueled by the substantial resources of Johnson
& Johnson, rose 18% year-over-year.11 Notably,
many of the infant- and children-focused brands being
acquired by pharmaceutical companies are positioned
as non-drug, natural or organic with the latter two
trends being identified by the Nicholas Hall Group as
“Infinity Zones”—areas that have “potential for significant
future growth” in the consumer health care industry.11
Rebirth of aerosol sprays
Just over a year ago, the Consumer Aerosol Products Council
(CAPCO) set out to put the record straight about aerosols in the
consumer products space. With a focus on those most open to
messaging on the subject, CAPCO decided to engage Millennial
consumers—those highly networked and connected via social
media, and a segment with rapidly expanding purchasing power.
The research CAPCO commissioned found that Millennials are
looking for household packaging and products that are “simple,”
“sustainable” and “easy-to-use.” However, the type of packaging
isn’t top of mind and they’re not necessarily thinking or talking
in terms of pump vs. aerosol product vs. screw top jar, etc. Rather,
they value what they perceive to be a beautiful, intelligent design
as a container for environmentally sustainable and “all natural”
goods and products. That said, when approached about the topic
of aerosol products, they had a range of positive, negative and neutral
reactions with many of the negative reactions resulting from
incomplete or missing information, according to CAPCO.
It was from these insights that CAPCO developed and
launched the Mist:Understood campaign with the following
mission: “We’re here to set the record straight. Aerosol products
have been a safe and economical option for decades. You deserve
to feel good about the products you use every day that make life
more enjoyable.”
22 Spray February 2020
CAPCO’s Mist:Understood campaign targets Millennial consumers.