What is Sales and Marketing Strategy of Perrigo Company Company?

Perrigo Company Bundle

Get Full Bundle:

	BCG	$15	$10
	5 FORCES	$15	$10
	CANVAS	$15	$10
	4P's MIX	$15	$10
	PESTLE	$15	$10
	SWOT	$15	$10

TOTAL:

ADD TO CART

What is the Sales and Marketing Strategy of Perrigo Company?

Perrigo, a consumer self-care leader, transformed into a 'pure-play self-care company' by acquiring HRA Pharma in 2022. This strategic shift emphasizes empowering consumers with accessible OTC health and wellness products.

From its 1887 origins as a private-label packager, Perrigo has evolved into a global self-care powerhouse. Its strategy now focuses on developing, manufacturing, and distributing a broad range of branded and private-label products across key health categories.

Perrigo's sales and marketing strategy centers on its 'Optimize and Accelerate Strategy' (2023–2025). This plan aims for low-to-mid-single-digit organic sales growth and mid-teens adjusted EPS growth by 2025. The company leverages a diverse portfolio, including products like those analyzed in the Perrigo Company BCG Matrix, to reach consumers through various channels.

Perrigo's sales strategy is built on a diverse range of sales channels, encompassing both traditional brick-and-mortar retail and expanding digital platforms. The company's historical strength in private-label distribution continues to be a cornerstone of its market approach.

Retail Presence

Perrigo's over-the-counter (OTC) pharmaceutical products are predominantly sold through physical retail locations. These include major supermarkets, drug stores, and pharmacies across the United States.

Private-Label Dominance

The company is the largest private-label OTC consumer healthcare manufacturer in the U.S., supplying over 50% of the market by volume. This segment represents approximately 60% of its revenue, ensuring scaled and predictable growth.

Global Expansion and Branding

Perrigo's business strategy involves expanding its global footprint, with international sales increasingly driven by branded products. Acquisitions have been key to enhancing its branding and regulatory expertise.

E-commerce Growth

Recognizing the importance of modern consumer behavior, Perrigo has invested in its high-growth e-commerce business. This channel is crucial for reaching a broader and digitally-engaged customer base.

Perrigo's sales channels are evolving to meet market demands, with a strategic focus on its 'Category-Led, Market Activation Growth Model,' optimized in 2025. This approach centralizes global brand-building while empowering local market activation, aiming to serve a wider range of consumers across various price points. This model supports Perrigo's overall growth strategy and its efforts to increase market share for its diverse product portfolio, including its pain relief and allergy relief products. Understanding Target Market of Perrigo Company is essential to grasping the nuances of their sales and marketing plan for new product launches and their approach to digital marketing for health and wellness products.

Key Sales Channel Elements

Perrigo's sales channels are designed for broad consumer access and market penetration. The company leverages its strong relationships with retailers and its growing digital presence to drive sales.

• Extensive network of supermarkets, drug stores, and pharmacies.
• Significant market share in private-label OTC products.
• Growing investment in e-commerce for direct consumer reach.
• Strategic partnerships and acquisitions to bolster global presence and branding.

Perrigo Company SWOT Analysis

• Complete SWOT Breakdown
• Fully Customizable
• Editable in Excel & Word
• Professional Formatting
• Investor-Ready Format

GET TEMPLATE ➔

Perrigo employs a multifaceted marketing strategy designed to elevate brand awareness, cultivate leads, and boost sales across its extensive self-care product range. In 2025, a significant organizational shift occurred to consolidate and amplify global brand-building efforts, driven by consumer insights, preferred innovation, and impactful marketing initiatives. This strategic realignment focuses on delivering desired self-care solutions through market-informed activation, commercial go-to-market excellence, and robust customer relationships.

Leveraging Store Brand Strength

Perrigo capitalizes on its substantial presence in the U.S. store brand market. This segment represents approximately 50% of the U.S. over-the-counter (OTC) market share in categories where Perrigo is active.

Capitalizing on Trade-Down Trends

The company effectively utilizes trade-down trends, where consumers increasingly choose more affordable private-label alternatives. This strategy is key to its Perrigo sales strategy.

Focus on Branded Products

For its branded products, which constitute about 40% of sales, Perrigo prioritizes superior brand building and identifies brands for scalable growth. This is central to its Perrigo marketing strategy.

Data-Driven Optimization

Perrigo's strategic focus on internal investments and supply chain enhancements indicates a data-driven approach to marketing. This aims to optimize private-label offerings and reduce product variation based on consumer demand.

Successful Product Launches

The successful launch of Opill in the U.S., a women's reproductive health product, exemplifies the potential of Perrigo's brand portfolio when combined with sharp commercial execution.

Commitment to DEI and ESG

Perrigo emphasizes its commitment to Diversity, Equity, and Inclusion (DEI) and Environmental, Social, and Governance (ESG) programs. These initiatives likely shape its marketing messaging and brand reputation.

Perrigo's Market Approach

Perrigo's market approach is characterized by a dual focus on leveraging its strong position in the U.S. store brand market and building its branded product portfolio. This strategy allows the company to cater to different consumer needs and preferences within the consumer healthcare sector.

• U.S. Store Brand Market: Holds approximately 50% market share in key OTC categories like cough, cold, allergy, digestive health, pain, nicotine replacement, skin care, and women's health.
• Branded Products: Account for about 40% of sales, with a focus on superior brand building and identifying opportunities for scalable growth.
• Innovation Focus: Demonstrated by the successful launch of Opill, highlighting the company's ability to bring new products to market effectively.
• Data-Driven Decisions: Investments in internal capabilities and supply chain improvements suggest a commitment to using data to refine product offerings and marketing efforts.
• DEI and ESG Integration: These programs are likely integrated into marketing communications, enhancing brand perception and consumer trust.
• Customer Segmentation: The strategy implicitly involves segmenting customers based on their preference for private label versus branded products, allowing for tailored marketing.

Understanding Mission, Vision & Core Values of Perrigo Company provides further context for their strategic marketing decisions. The company's Perrigo business strategy is geared towards meeting evolving consumer demands for accessible and effective self-care solutions.

Perrigo Company PESTLE Analysis

• Covers All 6 PESTLE Categories
• No Research Needed – Save Hours of Work
• Built by Experts, Trusted by Consultants
• Instant Download, Ready to Use
• 100% Editable, Fully Customizable

GET TEMPLATE ➔

Perrigo Company plc positions itself as a global consumer self-care company, focused on delivering 'Quality, Affordable Self-care Products.' Its brand identity centers on empowering consumers to manage their health proactively with trusted, non-prescription solutions. This approach is supported by a diverse product portfolio that includes both store brands and prominent branded assets.

Core Brand Promise

Perrigo's brand promise revolves around making lives better through accessible, high-quality self-care products. The company aims to be a trusted provider for consumers seeking to manage their health independently.

Product Portfolio Strategy

The company differentiates itself through a broad product offering, encompassing both cost-effective private-label goods and well-established branded products in key health categories.

Consumer Appeal

Perrigo appeals to consumers by offering a balance of value, particularly through its extensive private-label range, and innovation and trust associated with its branded products.

Market Alignment

The company's strategic focus on consumer self-care aligns with increasing consumer health consciousness, positioning it for long-term growth in a dynamic market.

Perrigo's ability to provide a wide array of private-label over-the-counter (OTC) products is a significant differentiator, offering scale and reliability that smaller competitors often cannot match. This robust manufacturing capacity and expertise in shelf space management contribute to a stable market share. The company's commitment to brand consistency is evident across its global operations, further strengthened by a 2025 organizational restructuring designed to enhance its global Category-Led, Market Activation Growth Model. This strategic move centralizes global brand-building capabilities while empowering local market activation, ensuring a cohesive yet responsive approach to its Revenue Streams & Business Model of Perrigo Company.

Private Label Strength

Perrigo's extensive private-label offerings provide consumers with cost-effective alternatives, contributing significantly to its market share and perceived value.

Branded Product Trust

Established brands like Opill, Mederma, and Compeed build consumer trust and loyalty in specific health and wellness categories.

Accessibility and Choice

The company offers consumers a wide range of choices across different molecules, dosage forms, and price points, enhancing accessibility.

Global Brand Management

A recent restructuring in 2025 aims to centralize global brand-building, ensuring consistent brand messaging and effective market activation worldwide.

Market Approach

Perrigo's market approach leverages its scale, manufacturing capabilities, and deep understanding of consumer needs to maintain a strong competitive position.

Consumer Health Trend

The company's focus on consumer self-care directly addresses the growing global trend of increased health consciousness and proactive health management.

Perrigo Company Business Model Canvas

• Complete 9-Block Business Model Canvas
• Effortlessly Communicate Your Business Strategy
• Investor-Ready BMC Format
• 100% Editable and Customizable
• Clear and Structured Layout

GET TEMPLATE ➔

Perrigo's sales strategy and marketing strategy are deeply intertwined, focusing on bringing accessible self-care solutions to consumers. Their approach emphasizes innovation, strategic partnerships, and a strong understanding of consumer needs, particularly within the over-the-counter (OTC) market.

Opill Launch: A Landmark Campaign

The introduction of Opill, the first daily over-the-counter birth control pill in the U.S., represents a significant achievement in Perrigo's recent campaign efforts. This launch underscores their commitment to women's health and their capability to navigate complex regulatory landscapes.

Strategic Plan: Stabilize, Streamline, Strengthen (3S)

Perrigo's overarching business strategy, the 'Stabilize, Streamline, and Strengthen' (3S) plan, guides its operational and commercial initiatives. This plan aims for significant supply chain savings and improved financial performance.

Financial Objectives and Performance

The 3S plan targets substantial supply chain savings and aims for a 40% gross margin by 2025. In 2024, the company reported net sales of $4.4 billion, with adjusted operating income growing by 6% to $0.6 billion.

Market Share Growth in OTC

Perrigo has demonstrated success in increasing its U.S. OTC Store Brand Volume Share, with notable gains in April and May 2025. This growth reflects effective strategies in a key segment of the consumer healthcare market.

Customer Partnerships

Perrigo actively cultivates customer partnerships to enhance volume share. This collaborative approach is central to their market penetration strategy.

Product Pipeline Focus

The company maintains a robust pipeline of new products, with a particular emphasis on high-growth categories like women's health and skin care. This focus is a key driver of their future growth strategy.

Revenue Generation from Key Brands

Perrigo anticipates generating between $100 million and $200 million in incremental revenue from its high-growth brands by 2027. This projection highlights their confidence in their brand management and product portfolio.

Competitive Positioning

Perrigo's market approach involves differentiating its products from competitors in the OTC market. This includes a keen understanding of the competitive analysis and a strategic pricing strategy.

Sales Channels and Distribution

The company utilizes various sales channels and a well-established distribution network for its pharmaceutical products. Understanding Perrigo's distribution network is key to grasping their market reach.

Digital Marketing Efforts

Perrigo's approach to digital marketing for health and wellness products is evolving. Their promotional activities are increasingly integrated with online platforms to enhance customer engagement.

The company's sales strategy is further supported by its commitment to R&D investment, ensuring a continuous flow of innovative products. This aligns with their broader growth strategy and their efforts to build brand loyalty in the consumer healthcare sector. For a deeper understanding of their journey, consider the Brief History of Perrigo Company.

Perrigo Company Porter's Five Forces Analysis

• Covers All 5 Competitive Forces in Detail
• Structured for Consultants, Students, and Founders
• 100% Editable in Microsoft Word & Excel
• Instant Digital Download – Use Immediately
• Compatible with Mac & PC – Fully Unlocked

GET TEMPLATE ➔