Drug / Cosmetics / OTC/Healthcare

Top Cosmetics and OTC/Healthcare Trends

August 18, 2014
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During the course of my research for a recent article on the drug store channel (see “Drug Channel Update”), I sought insight from Laureen Schroeder, director & team lead, health, beauty & baby, for Daymon Worldwide. Specifically, I asked her to outline some prevailing trends in Cosmetics and OTC/Healthcare.

Beautifully On-Trend

Within Cosmetics, Schroeder noted that three macro trends are affecting the category:

  • Health and wellness
  • Anti-aging
  • The importance of value

Regarding health and wellness, Schroeder said that the evolution of natural and organic products is affecting more than just the formula for the product, including packaging and overall sustainability. “Products are becoming ‘fitter,’ and consumers understand that this is a good thing,” she said. “The idea of balancing technology and nature is the biggest white space growth area in beauty. This is a global trend. We are seeing product ingredient trends within this white space, such as the use of argan and exotic oil combinations in hair and skin-care lines. The evolution of marine ingredients with technology and the unique benefits they provide. Plant stem cell technology is becoming mainstream. These ingredient trends play into all three macro trends and are here to stay.”

When it comes to anti-aging, products aren’t solely designed for more-mature women these days. “Protection and prevention are key tenets in this trend,” said Schroeder. “It applies to all ages and sexes. We are seeing women start their anti-aging beauty regimens at a much younger age—starting in their early 20s. Men have also embraced grooming regimens that go beyond the traditional shave, shampoo and deodorant product lines.”

The ongoing importance of value continues to factor strongly into Cosmetics. “Time and money are important to today’s beauty consumers,” said Schroeder. “They are savvy shoppers, and they do more research online than ever before.” She noted that 83 percent of woman state that they have researched a beauty product online before purchasing. “Beauty consumers have learned that a high price does not guarantee results, so the price value equation is pivotal,” she said. “It is also cool to be a ‘frugalista’!”

A Healthy Level of Activity

Schroeder noted that many of the same trends she’s seeing in Cosmetics also cross over to OTC/Healthcare.

A big factor driving activity in OTC/Healthcare relates to our changing demographics. “The aging consumer creates health concerns that range from obesity to the growth in diabetes,” said Schroeder. “In addition, the diversity of the U.S. population creates unique health problems that vary by ethnic group.”

Preventative healthcare has now emerged with strength. “Prevention and protection in OTC and healthcare means new growth opportunities in the vitamin category, in more natural remedies, and in the overall DIY healthcare approach.”

Another area of coming growth is related to prescriptions that will soon shift to the OTC sector. “With many pharmaceutical products coming off patent in the next 5 years, drugstores will lead in providing consumers with these new solutions. This is a huge growth opportunity for the drugstores.

“The increasing importance of the role of the pharmacist is at the center of all these trends, as they become a gatekeeper and educator for consumers in their health management,” Schroeder concluded.

For more insight into drug channel and OTC/Healthcare, review "Drug Channel Update" and "Category Insight: Challenges and Champions of Store Brand Healthcare."

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Recent Articles by Douglas J. Peckenpaugh

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