Another year of double digit growth saw Omega Pharma finish the year with a 17% increase in like-for-like sales. Omega Pharma said it is on track to deliver its long term goal of becoming a top three OTC healthcare company. It shows no signs of slowing down, having moved from number five to claim fourth position in July 2014, maintaining a lead of £6.5m retail sales, ahead of Bayer.
Building category leading brands
The business’s top 10 brands, which include Solpadeine, Nytol and Dermalex, grew or defended their market share in 2014 to propel the portfolio to a £130m retail sales value, with particular triumphs from category leader XLS-Medical and the launch of Bronchostop into the cough category.
XLS-Medical now holds a record 25.9% of the weight management market share nationally, and continues to innovate in a fast expanding market. Responding to consumer demand for an on-the-go weight loss aid, XLS-Medical Direct provided the first ever direct dose weight loss powder,3 with the brand further supported by the new XLS-Medical app, which scooped the award for the Best Technology/IT, in the Pharmacy Product of the Year 2015 awards.
Meanwhile, Bronchostop, a new product to relieve any type of cough, has achieved a significant £4.36m retail sales value in just five months, equivalent to 10.3% of market share. Winner of the Pharmacy Product Launch of the Year, Bronchostop has quickly made a name for itself in a crowded market with both pharmacy staff and consumers.4
Delivering on pledge to pharmacy
Making a difference to pharmacy continues to be Omega Pharma’s unwavering commitment to the industry. Last year saw the company’s acquisition of Warman-Freed Pharmacy, establishing the first ever ‘learning pharmacy’, which will allow the business to truly understand the opportunities and challenges facing pharmacists.
“Supporting pharmacy professionals has always been central to the business ethos, and acquiring Warman-Freed allows us a unique, real life insight into how the community use the pharmacy,” said Neil Lister, general manager of the UK business. “The insights garnered on the day to day challenges faced by pharmacy staff will be used to inform everything from training needs, to how business operations can be improved, enabling us to make evidence based recommendations that drive real and positive change to benefit the industry as a whole.”
Omega Pharma’s support for pharmacy manifests itself in a unique 360° approach to training with engaging and accessible applications designed to suit the learning requirements of the entire team.
The success of Omega Pharma’s first bi-annual roadshow of interactive pharmacy training seminars across the country surpassed all expectations, empowering over 3,000 pharmacy staff to confidently take on the requirements of the GPhC inspection model and provide gold standard counsel to patients.
This year’s content will focus on making a difference to customers with chronic skin conditions, in light of the imminent launch of the Dermalex skincare products into independent pharmacies.6
“Training is at the core of everything we do,” said Lister. “Our investment aims to reach people in person, in-store and online and feedback has shown our resources to be invaluable assets for the entire team.” All materials are available on Omega Pharma’s training portal – www.omegapharmatraining.co.uk – which now has over 8,000 members, an increase of over a third since it re-launched in September.
“Our annual benchmarking survey, which tracks our performance against the major players in the market, has affirmed just how in tune we are with the market and reveals a 218% increase in familiarity of the Omega Pharma name.7 2015 is about continuing this winning strategy and more,” said Lister. “We will be introducing evidence based, new product innovations with breakthrough claims that will change the game in pharmacy, taking us a step closer to achieving our ambition of becoming a €200m company by 2017.”