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Perspectives on OTC Pharma Packaging

Posted by Matt Breese on Feb 13, 2018

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As the U.S. reported sales of $45.8 billion for over-the-counter (OTC) medicine in 2016, manufacturing and packaging firms saw great opportunity to capitalize in the space, according to Pharmapack. 
 
To seize the opportunity, OTC makers need to understand the changing market dynamics: growing health care costs, aging populations, demand for more affordable health care and increasing M&A activity. 
 
There is also more focus on patient compliance and packaging sustainability. Manufacturers aim to introduce convenient packaging systems, improve environmental footprints and lower costs, while consumers want to reduce waste.  
 
Different from prescription drugs, packaging plays a key marketing role in making a OTC product stand out on a retailer’s shelf.
 
The Pharmapack wrote: 

"Packaging offers a medium for brand promotion and spur-of-the-moment consumer sales, and is therefore being increasingly explored as a differentiator among OTC players. Bayer has demonstrated the importance of packaging marketing with a number of its OTCs. Oval-shaped bottles with raised logo grips made its Aspirin and Aleve brands stand out both visibly and by touch."

In addition, OTC makers must prepare themselves for more strict regulations to battle fake medicinal products in the market. 

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Topics: Industry Trends, Market Access, Branding & Marketing