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Drug Store News' Retail Excellence Awards recognize manufacturers for innovation in over-the-counter remedies
The over-the-counter drug industry is seeing growth in sales and in innovation. According to the Consumer Healthcare Products Association, retail sales of OTC medicines totaled $41.2 billion in 2022, up from $37.7 billion in 2021. The CHPA also noted that two first-in-class Rx-to-OTC switches occurred in 2023: naloxone hydrochloride, or Narcan, a nasal spray to treat opioid overdoses, and norgestrel, or Opili, to prevent pregnancy.
Consumers appreciate the convenience and accessibility of more routine OTC drugs. According to a Mintel report, A Year of Innovation in the OTC Medications Market 2023, pain is an important driver of many OTC sales, and 30% of U.S. adults consider targeted relief when purchasing OTC pain remedies. Pain is a wide-reaching category, and consumers shop for various benefits. Women seek deals, men rely on brand recognition, and younger shoppers seek clean formulations.
This year's winners of DSN's REX Awards - OTC are companies that are developing innovative products in a variety of categories, all enabling retailers to help consumers self-treat issues.
CrossingWell Consumer Health
Family-owned CrossingWell Consumer Health's expertise is revitalizing and maintaining heritage brands. The Cornwall on Hudson, N.Y.-based company has achieved consistent doubledigit growth year over year with this strategy.
In 2023 CrossingWell, formerly Randob Labs, relaunched the PediaCare brand. PediaCare is now available at several national and regional grocery and drug chains. The brand re-introduced five SKUs to the market, including Children's and Infants' Acetaminophen, Children's Ibuprofen, Cough & Cold and Cough & Congestion.
"The brand was off the market for three or four years under previous owners," said Jim Creagan, president and secondgeneration owner of CrossingWell. "We did some research, and PediaCare is still a very trusted name."
In first aid, CrossingWell has two top performing insect bite and sting brands, Sting-Kill and Chiggerex. Both brands have been on the market for decades and have loyal customers. To bolster its first aid lineup, CrossingWell acquired Bacitraycin Plus and Zinc Oxyde Plus in 2021. Creagan said Bacitraycin Plus is the only nationally branded bacitracin ointment that contains the doctor recommended antibiotic for healing from minor cuts, scrapes and burns alongside soothing aloe.
In the baby space, CrossingWell has Balmex diaper rash cream...