According to Nielsen and Wolters Kluwer, the OTC oral/nasal allergy market grew by about 30% in the first half of 2008, compared with same period in 2007.

Like Zyrtec OTC, PL Cetirizine had rapid uptake, accounting for approximately one-third of the OTC cetirizine market’s patient volume during the spring 2008 allergy season.  Zyrtec OTC accounted for the remaining two-thirds of the cetirizine market’s patient volume, Nielsen and Wolters Kluwer reported.

Approximately 30% to 50% of PL Cetirizine’s business came from patients who are new to the allergy market, according to Nielsen and Wolters Kluwer.  Another 40% of PL Cetirizine’s patients switched from another medication — most notably, Private Label Loratidine, Claritin OTC, and Zyrtec OTC.

Like many OTC products, which typically lure consumers with lower prices, PL Cetirizine has offered patients cost savings.  Patients who switched to PL Cetirizine from any prescription or OTC allergy medication saved $1.56, on average, according to Nielsen and Wolters Kluwer.  Those switching from Zyrtec Rx saved an average of $6.19.

In the first six months following its launch (January to June 2008), Zyrtec OTC shook up prescription and OTC allergy medication markets in the U.S.   Prescription allergy drug sales declined sharply, while over-the-counter allergy drug sales increased significantly.

By June 2008, prescription sales of Zyrtec had declined to nearly negligible levels.  Meanwhile, the OTC form quickly gained acceptance, capturing almost one-quarter of the OTC allergy medication market — the same share held by market leaders Benadryl and Claritin OTC, which have been available for several years. 

More than 60% of Zyrtec OTC’s business came from patients who had not used an allergy product in the previous two years, or who use Zyrtec OTC concomitantly with other products, according to Nielsen and Wolters Kluwer. 

Another 40% of Zyrtec OTC buyers switched from a competing prescription or OTC allergy medication.  Among this group, 84% of patients switched specifically from another OTC product.

Perhaps most surprisingly, while OTC products typically lure consumers with their cost savings, 68% of patients who switched to Zyrtec actually spent more than they did on their prior prescription or OTC allergy treatment, Nielsen and Wolters Kluwer found. 

Nielsen and Wolters Kluwer tracked the market transition behavior of 57,000 consumers vis-à-vis Zyrtec over a 30-month timeframe.

Read the related white paper.

Learn more about prescription-to-OTC pharma trends: attend Nielsen’s Webinar, “Revealing the Landscape of Rx-to-OTC Switching,” on November 18, 2008.

The Healthcare Consumer Informatics Alliance combines Nielsen’s knowledge of the consumer health and media space with Wolters Kluwer Health’s expertise in prescribed pharmaceuticals. 

Nielsen’s data assets include television and online ratings, consumer packaged goods marketing information, and others, while Wolters Kluwer Health brings de-identified longitudinal patient and dispensed pharmacy data. 

A joint consulting team, with members from both companies, has also been created.

View the full press release.