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Ear Care in the US

US ear care market: $55 million industry in 2012

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2014-02-24 09:42:02 - Ear Care in the US - a new market research report on

Newly acquired brand Debrox led in brand share in the US ear care market during 2012, accounting for 40% of value sales. Second ranked brand Murine, also from Prestige Brands, contributed another 15%, giving the company a majority share of ear car. Private label share, at 30%, actually declined in 2012, likely due to the new ownership of Debrox.

Ear wax removal products account for the bulk of US ear care sales. This is partly because of the growing elderly population, for whom ear wax build-up is an especially common problem. In addition, homeopathic options are prevalent for conditions like tinnitus and swimmers ear, and these treatments are excluded from Euromonitors coverage.

The increasing ageing population is a positive factor for ear



care, much as it is for several other consumer health categories. In general, however, ear care has very little visibility among most consumers, who tend to rely on simpler—and less expensive—methods for controlling ear wax levels. The fact that Prestige can present a united marketing front for Debrox and Murine will help slow sales erosion, but the categorys prospects in general are not particularly favourable.

Key Headlines

- Current value sales of ear care grow 0.8% to reach US$55 million in 2012
- Prestige Brands Holdings acquires top brand Debrox in January 2012
- Prestige Brands leads ear care with 57% value share in 2012
- Growth stagnates over the forecast period due to low innovation

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Mike King
Phone: London: +44 (0) 203 086 8600

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