Press release —
US ear care market led by Debrox with a 40% value share
Current value sales within the US ear care market grew by 0.8% through 2012, to reach an industry value of US$55 million.
As a result of increased homeopathic competition and lower cost conventional ear wax removal products, such as cotton swabs, sales of ear care remained fairly stagnant in 2012. Still, current value sales were better than at other points over the past five years, likely due to Prestige's newly consolidated position.
Ear wax removal products account for the bulk of US ear care sales. This is partly because of the growing elderly population, for whom ear wax build-up is an especially common problem. In addition, homeopathic options are prevalent for conditions like tinnitus and swimmer's ear.
Newly acquired brand Debrox led in brand share in 2012, accounting for 40% of value sales. Second ranked brand Murine, also from Prestige Brands, contributed another 15%, giving the company a majority share of the US ear car market. Private label share, at 30%, actually declined in 2012, likely due to the new ownership of Debrox.
The increasing ageing population is a positive factor within the US ear care market, much as it is for several other consumer health categories. In general, however, ear care has very little visibility among most consumers, who tend to rely on simpler -- and less expensive -- methods for controlling ear wax levels. The fact that Prestige can present a united marketing front for Debrox and Murine will help slow sales erosion, but the category's prospects in general are not particularly favourable.
Homeopathic ear care products will also be a continuing factor in the weak performance of standard treatments. Brands like Hyland's and Similasan have been growing at exponentially higher rates than most of the standard brands, and ear care is a category where consumers are more willing to try less proven natural remedies.
For more information on the US ear care market, see the latest research: US Ear Care Market
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Topics
- Health, Health Care, Pharmaceuticals
Categories
- us ear care market
- us ear care industry
Regions
- England
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