CVS Private Brand Gains As Tylenol Falters

CVS AcetaminophenAccording to an article by news agency Reuters this past week Woonsocket, Rhode Island based drug chain CVS has changed how it stocks beleaguered national brand Tylenol due to manufacturing issues at the drug’s maker, Johnson & Johnson which have created empty shelves and out of stocks for the last three years.

The retailer is receiving enough Tylenol to stock almost half of its 7,400 U.S. stores; the change will eliminate empty spots on shelves. Over the last past few years CVS and other retailers have taken the opportunity to grow Private Brand share in pain relievers, as long time Tylenol customers are disappointed by their favorite national brand. Since 2009, manufacturing and quality issues have forced J&J’s McNeil unit to recall millions of packages of Tylenol, Motrin, Benadryl and other OTC medicines.

Reuters goes on to say “In 2009, before the recalls started, Tylenol had 56 percent of the U.S. market share for acetaminophen, the chemical name of Tylenol, according to Euromonitor. In 2012, that was down to 24 percent. At the same time, private-label market share has grown from 32 percent to 62 percent.”


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.