Consumer products have realized only 1.9% in real growth over the last 10 years. As a result, competition betwen trade classes has become a battlefield. Winning retailers are focusing on (1) leveraging their core businesses, and (2) pursuing growth opportunities. These two strategies find their nexus in the arena of drugs switching from prescription to over-the-counter status (Rx-to-OTC). This represents the largest growth opportunity for the health and beauty care category over the next 10 ...

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