Bayer Seeks Stronger Footing In Consumer Health After 2017 Stumble

Bayer consumer health sales fell 9.1% in Q4 and 2.9% for the year as competitive pressure in the US OTC market, especially from lower-price lines and brands sold on e-commerce sites, cut into sales of its Aleve analgesic and Claritin allergy lines. Heiko Schipper takes over as Bayer's consumer business chief and will lead the division in new initiatives to counter competition with increased marketing support for core brands.

Heiko Schipper takes the helm of Bayer AG's consumer business with his work cut out for him after sales of its OTC drugs and other self-care products slipped nearly 3% in 2017, capped by a nearly 10% tumble in the fourth quarter.

Market-share erosion in the US was a particular problem for the German firm as competition – especially from brands sold...

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