OTC Retailing: U.S. Alternate Channel Analyses and Opportunities 1st Edition To Be Published 2nd Quarter 2012 Base Year: 2011 This report will provide subscribers with a comprehensive, accurate assessment of opportunities for growth and the relative importance of alternate retail channels for OTC sales. This report will exclude major drug, food, and mass merchandisers and focus on rapidly growing alternate channels, such as convenience stores, dollar stores, health food stores, the Internet, and warehouse clubs.

1. Healthcare
In-Depth Report Series
OTC Retailing:
U.S. Alternate Channel Analyses and Opportunities
1st Edition
To Be Published 2nd Quarter 2012
Base Year: 2011
This report will provide subscribers with a comprehensive, accurate
assessment of opportunities for growth and the relative importance of
alternate retail channels for OTC sales. This report will exclude major
drug, food, and mass merchandisers and focus on rapidly growing
alternate channels, such as convenience stores, dollar stores, health
food stores, the Internet, and warehouse clubs. The study will provide
an analysis of:
Recent growth in share of OTC sales through these channels
Prevalence of Internet sales for OTCs, and how that has changed
recently
Relative importance of value pricing in these channels
Private-label presence in these channels
Role of social media and retention marketing among these
retailers
Relative importance of these channels by various OTC product
classes
Forecasts and expected future trends for sales of OTCs in
alternate channels
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Report #Y644A | © 2012 Kline & Company, Inc.

2. OTC Retailing:
U.S. Alternate Channel Analyses and Opportunities
Report Scope
OTC Retailing: U.S. Alternate Channel Analyses and Opportunities will provide subscribers with insights into
retailing opportunities within alternate channels of distribution.
This report will focus on the U.S. OTC market. The category scope will closely mirror Kline’s Nonprescription Drugs
USA program, encompassing 36 categories across eight product classes:
Allergy, asthma, and sinus products
Cough and cold preparations
Digestive products
Feminine products
Internal analgesics
Nutritional products
Topical products
Other products
The program will analyze alternate purchase channels including convenience stores, face-to-face sales, dollar
stores, health food stores, specialty stores, and warehouse clubs, providing detailed examination of the competitive
landscape among these channels.
Profiles will also be provided for key retailers, representing a diverse cross section among alternate channel
retailers.
Key Benefits
This comprehensive report will enable subscribers to exploit business opportunities by illustrating the retailing
dynamics in alternate channels in the United States. Specifically, the report will provide subscribers with the
following key deliverables:
Up-to-date primary research with alternate channel retailers and other knowledgeable industry participants
An objective perspective on future trends and relative importance of alternate retail channels for the OTC
industry
An understanding of the implications of alternate channels by OTC product class
Identification of growth trends and successful strategies used by OTC players across these channels
An understanding of why some channels are growing at faster rates than others in terms of OTC sales
An unbiased appraisal of retail trends based on extensive primary research with retailers, buyers, and marketers
Forecasts and summary of expected future trends in alternate retail channels
www.KlineGroup.com Report #Y644A | © 2012 Kline & Company, Inc.

3. OTC Retailing:
U.S. Alternate Channel Analyses and Opportunities
Tentative Report Contents
1. INTRODUCTION Private-label penetration/growth
Outlook to 2016
2. EXECUTIVE SUMMARY
This chapter will provide a summary of findings by retail chan- 4. RETAILER PROFILES
nel and insights into current trends impacting the OTC market Profiles of approximately 21 key retailers listed in Table 3 will
in alternate channels. Forecasts to 2016 will be provided. be provided with specific discussion pertaining to OTC sales
with these retailers. Each profile will include the following:
3. RETAIL CHANNEL PROFILES Overview
Provides detailed analyses of nine alternate retail channels as Corporate sales
shown in Table 1 below, and how much OTC volume goes Recent developments
through each type of retailer by OTC product class shown in Number of doors/stores
Table 2. This section will provide the following information: Competitive focus and strengths
OTC sales in 2010 and 2011
Channel developments Assortment of OTCs and key brands
Leading retailers Role of private-label products
Role of OTCs in the channel Marketing activities
Manufacturers’ and retail sales of OTCs in the channel in Outlook to 2016
2006 and 2011
Promotional and advertising activity
Table 2: Product Classes
Table 1: Retail Channels
Allergy, Asthma, and Sinus Products Internal Analgesics
Convenience stores Online
Allergy relief products Arthritis pain relievers
Dollar stores Specialty stores
Asthma medications General pain relievers
Face-to-face Warehouse clubs
Sinus medications Menstrual relief products
Home shopping Wholesalers
Cough and Cold Preparations Nutritional Products
Table 3: Retailer Profiles Cold medications Herbal products
Cough drops and lozenges Vitamins and minerals
Channel Retailers Cough syrups
Convenience stores 7-Eleven Nasal decongestants Topical Products
Sore throat remedies Anti-itch products
Circle K
Topical vapor products Corn, callus, and wart removers
Dollar stores Dollar General
Diaper rash products
Dollar Tree
Digestive Products Eye care products
Family Dollar Antacids and antigas products First aid products
Face-to-face Alticor (Amway) Antidiarrheal preparations Fungicidal preparations
Shaklee Antinausea preparations Hair regrowth treatments
Laxatives Hemorrhoidal preparations
Health food stores Trader Joe’s
Oral care products
Whole Foods
Feminine Products Topical analgesics
Home shopping HSN Contraceptive products
QVC Feminine deodorants and itching remedies Other Products
Online Amazon.com Feminine yeast infection remedies Home diagnostic test kits
Personal lubricants Sleeping aids
Drugstore.com
Smoking cessation aids
Specialty stores GNC
Weight loss medications
Vitamin Shoppe
Warehouse clubs BJ’s
Costco
Sam’s Club
Wholesalers Amerisource-Bergen
Cardinal
McKesson
www.KlineGroup.com Report #Y644A | © 2012 Kline & Company, Inc.

4. OTC Retailing:
U.S. Alternate Channel Analyses and Opportunities
Methodology
Kline is unmatched in our ability to gather hard-to-get market and competitive intelligence with a high degree of
confidence. Kline’s market analysis approach places the principal emphasis on primary research techniques to
ensure that the foundation of business intelligence and insight is accurate, current, and reliable.
During the course of field research, Kline’s professional staff of industry experts will conduct in-depth interviews
with a wide range of knowledgeable industry participants and stakeholders including retail executives such as
category managers/buyers, store managers, corporate executives, and OTC executives such as category managers,
brand managers, marketing, market research, business development, trade relations, and shopper insights.
In addition to primary research, the study will draw upon relevant secondary data, including company filings, trade
journals, Internet searches, product literature, price lists, store checks, and other sources. Historical information
will be taken from Kline’s Nonprescription Drugs USA annual market analysis.
Kline Credentials
Kline is a worldwide consulting and research firm dedicated to Recently published or in-progress research for the
providing the kind of insight and knowledge that helps companies Healthcare and Consumer Products industries
find a clear path to success. The firm has served the management includes:
consulting and market research needs of organizations in the Nonprescription Drugs USA annual study
chemicals, materials, energy, life sciences, and consumer products Global Rx-to-OTC Switch Forecasts
industries for over 50 years. Natural OTCs
U.S. Retailers’ Perceptions of OTC Drug Marketers
Kline's research and consulting services extend across the entire Beauty Retailing USA
healthcare industry value chain. Our solutions have helped clients Rx-to-OTC Switch Forecasts USA
develop better ways to create and profit from new business Rx-to-OTC Switch Strategies USA
opportunities, respond to competitive and economic threats,
OTC Drugs: U.S. Competitor Cost Structures
improve productivity, achieve sustainable growth, and optimize
OTC Innovations
performance. Kline provides clients with facts, forecasts, and
Impact of Recession on U.S. OTC Market
recommendations based solidly on the realities of the market.
Our market research reports and services are designed to provide subscribers with a deeper understanding of their
markets, an outlook for their business, and accurate information about their competitors. Our clients tell us they
often use Kline's market research to validate their own internal analysis, and many clients rely on Kline reports as
their most critical source of information. With offices and employees in all the regions covered in this report Kline
is well-suited to carry out the primary research within each country with the necessary industry knowledge,
language skills, and research abilities.
For more information about this study or Kline's other services, e-mail us at sales@klinegroup.com, visit our website
at www.KlineGroup.com, or contact us at any of our regional offices listed below.
North America Latin America Europe China India Japan
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www.KlineGroup.com Report #Y644A | © 2012 Kline & Company, Inc.