Omega Pharma overtakes Bayer to become fourth biggest UK consumer healthcare company

Omega Pharma has reported like for like growth of 19.5%, in what it claims is fast becoming a trailblazing year for the OTC healthcare company. 

The business, which now has a retail sales value of £127m, reports it recently cruised past German chemical and pharmaceutical company, Bayer, to take fourth position in the UK consumer healthcare company rankings.

Omega Pharma, who were £24.2m behind Bayer this time last year, said it continues to breathe life into the consumer healthcare industry following a strong performance in 2013 across a number of categories. This success continued into the first half of 2014 with double digit like for like sales.

“Taking the number four spot has always been an important milestone for us and we are delighted that the hard work, dedication and game-changing attitude of our employees and our partners has made this a reality,” said Neil Lister, general manager of the UK business. “We firmly believe that putting retailers at the centre of our business has allowed us to climb from 13th position to fourth in just three years.”

Omega Pharma’s portfolio has been an instrumental driver of growth in a number of key OTC health categories, including:

  • Weight loss: since entering the UK market in 2012 XLS-Medical, the UK’s number one weight loss tablet, has become a £10m brand in only two years, and has been credited with the growth of the slimming pills market which is now no longer in decline
  • Hayfever: the hayfever portfolio, which includes Prevalin Allergy, Beconase and the newest addition from Omega Pharma,BecoAllergy, has made Company history by achieving a 16% market share and has grown at twice the rate of this popular category
  • Pain relief: with a new advertising campaign, Solpadeine achieved a 15 year high in value market share with Solpadeine Plus Soluble 32’s continuing to be the UK’s number one selling pharmacy health care SKU
  • Specialist skin: Dermalex, which only launched two years ago, is already the third biggest brand in the dry skin category and biggest driver of category growth
  • Head lice: Lyclear has recently overtaken Full Marks to become the second largest headlice brand following a 73% sales increase in year on year market share. Omega Pharma’s support for Lyclear has helped restore an ailing category to growth of 19%, while the Shampoo SKU has taken the category top spot for the very first time

Over the next few months, Omega Pharma said it is seeking to continue the growth momentum, not only organically but also with the launch of a number of category firsts within the weight, sleep and cough markets. “We’re really excited about our new product innovation in the pipeline,” said Lister. “We know consumers are looking for products that fully address their symptoms quickly and effectively and we feel confident that our NPD will meet both these requirements.

“This has been a record breaking six months for Omega Pharma and we are extremely proud of our 2014 performance to date. We are making significant strides towards reaching our 2017 goal to become one of the top three consumer healthcare companies in the UK and achieve our vision of making healthcare history.”