Benadryl® Stays One Step Ahead As Category Leader
Benadryl, the UK's number one selling hayfever and allergy brand, has a commanding 17% value share of the £83 million market. In season, Benadryl demonstrated significant growth, outperforming the market with unit sales increases of +5%, in a market declining -6% versus the same time a year ago.
 Benadryl Allergy Relief (contains acrivastine), the fastest acting allergy capsule which gets to work in just 15 minutes, is driving brand growth with an increase in value sales +11% vs last year.
Benadryl 2008 Marketing Investment
This season Benadryl will benefit from an £4 million advertising campaign consisting of television, PR, press and internet advertising. Communication will focus primarily on Benadryl Allergy Relief, centering around Benadryl's unique offering with the fastest acting allergy capsule or tablet available. This key message will be communicated together with Benadryl's exclusive claim 'gets to work in 15 minutes' to help ensure Benadryl is top of mind for consumers this year.
The Clinical Evidence
Benadryl Allergy Relief is the only allergy treatment to contain the active ingredient acrivastine, which gets to work in just 15 minutes.
A clinical review of the benefits of acrivastine for allergy treatment confirmed that in comparison with other sedating and non-sedating antihistamines, acrivastine is the fastest acting antihistamine available over the counter, starting to work in fifteen minutes.
Other findings from the clinical review are:
• Acrivastine is the only second generation oral anti histamine that can be taken several times a day which allows greater flexibility in treating symptoms.
• Because acrivastine is a second generation
antihistamine, it does not cause drowsiness in the majority of people.
• Acrivastine provides up to eight hours of symptom relief, making it ideal for hay fever
sufferers who want 'on demand' treatment for intermittent symptoms.
Senior Product Manager Sarah Pothecary comments: "A person's allergy reaction can vary season to season, and even day to day, with many preferring to treat when they feel the onset of treatment, rather than prophylactically. Our consumer insight tells us that many people therefore look for a product that gets to work quickly and Benadryl Allergy Relief is the fastest acting hay fever capsule there is."
Children and Hayfever
With one in three children in the UK suffering from hay fever at some point in their lives it is vital that effective hay fever remedies are easily accessible to parents this season.
McNeil Products Ltd recognise the importance of treating children's hay fever symptoms, and invested in research exploring the possible link between concentration levels in children who suffer from the allergy during the hay fever season.
Working in partnership with the National Pollen and Aerobiology Research Unit, the study, undertaken during the 2006 hay fever season, measured the impact of high pollen levels on children's concentration. This research was carried out among 101 parents of non-medicated hay fever sufferers between the ages of seven and ten. Over half the participants believe their child's quality of life is affected during the hay fever season, whilst sixty per cent report that their child experiences disturbed sleep when suffering from the symptoms of hay fever. Of the initial 101 participants, 35 went on to enter the study. The test consisted of two standard concentration tests - one prior to the start of the grass pollen season in May, and one during the grass pollen season in June. On analysis of the results it was found that almost half of children (49%) had achieved a lower score in the second test.
Benadryl Senior Product Manager Sarah Pothecary, comments: "This research highlights the effects hay fever symptoms can have on a child's concentration levels, as well as on their general well being. It may be that parents are unsure of how to treat their child's symptoms, or even that they haven't yet realised that their symptoms are being caused by an allergic reaction to pollen. We hope the results of our research encourage parents to seek suitable treatment for their child's symptoms, and thereby help reduce their suffering."
The Benadryl children's range offers allergy relief for children from the ages of two years and above. Benadryl for Children Allergy Solution (Cetirizine) (GSL) is an effective once daily treatment for children aged 6years+ and helps get kids back outside fast during the summer months. Benadryl Allergy Oral Syrup (Cetirizine) (P) is suitable for children aged 2years+ for the treatment of allergic rhinitis, and provides effective relief from year round allergies in children aged 6years+. Both treatments relieve common allergy symptoms such as a runny nose, sneezing and sore, watery or itchy eyes.
Allergy in pharmacy
With one in four people suffering from an allergy the pharmacy plays a key role in healthcare provision, offering allergy management and preventative steps to sufferers. Pharmacists and pharmacy assistants are ideally placed to provide easily accessible information and advice, as well as recommend effective over the counter treatments, such as Benadryl, to help ease the symptoms.
With a bewildering array of products to choose from, pharmacy recommendation is extremely important when it comes to selecting the most suitable product to match the allergy sufferer's needs and lifestyle. Benadryl offers a range of products in a variety of formats to provide effective relief from everyday allergy symptoms. Whether a sufferer wants to treat 'on demand' as and when symptoms occur, or on a daily basis as a preventative measure, Benadryl's comprehensive range of allergy treatments can provide a solution.
Benadryl is a brand for all your customers' allergy needs, not just hay fever. Sarah Pothecary, Senior Product Manager for Benadryl comments: "Benadryl is a tried and trusted number one selling brand, offering a range of different treatments that provide relief from hay fever and other allergies, including dust, pet and skin allergies."
Pharmacy Training
McNeil Products Ltd offers nationwide support for pharmacies through the distribution of Allergy Training Modules. Designed to provide the information pharmacists need to maintain and develop services in their pharmacy, it includes specific information on allergies and hay fever, allergic reaction, the associated symptoms and treatment for allergies/hay fever. The module also features a number of case studies and finishes with a series of questions to test your knowledge. Once completed pharmacists can apply to receive a training certificate. In addition, copies of a recent Acrivastine Clinical Review will be distributed during pharmacy visits.
The Benadryl® Range
Benadryl has a comprehensive range of non-drowsy products in both P and GSL, offering sufferers the choice they need to help relieve their allergy symptoms.
• Benadryl Allergy Relief (Acrivastine) The fastest acting allergy relief capsule available - active in just 15 minutes. Available in packs of 12 (GSL) and 24 (P) capsules
• Benadryl One a Day Relief (Cetirizine) Offers daily relief from hay fever and all round allergy symptoms. Available in packs of 7 (GSL)
• Benadryl Plus Capsules (Acrivastine & Pseudoephedrine Hydrochloride) The only available treatment offering effective relief from the symptoms of both hay fever and congestion. Available in packs of 12 (P)
• Benadryl for Children Allergy Solution (Cetirizine) A tasty banana flavoured allergy solution for children who suffer from hay fever and other allergies. Available in 70ml, 6 years+ (GSL)
• Benadryl Allergy Oral Syrup (Cetirizine) Formulated for children from two years+, suffering from the symptoms of hay fever. Also provides effective relief from year round allergies in children aged six years+. Available in 100ml, 2 years+ (P)
• Benadryl Skin Allergy Relief Cream (Diphenhydramine, zinc oxide and racemic camphor) Soothing topical treatment for bites, stings, sunburn and other skin irritations. Available in 42g (P)
Benadryl: Supporting pharmacy expertise in allergy
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