The Science Behind Our Brands
For Bayer, research and development is key to producing safe and differentiated products that allow us to compete in today’s dynamic global consumer markets. At Consumer Care, innovation is a major contributor to the Division’s strategy for delivering profitable growth. From our research and development labs to retail shelves, we continuously strive to find new ways to stand out among the competition.
As part of a global inventor company, dynamic science is central to our growth strategy. As a Division, we’ve brought science-based products with clinically proven benefits to virtually every market around the world. We remain committed to developing leading brands backed by consumer insights and proven science across the self-medication categories in which we compete including Analgesics, Cough/Cold, Dermatologicals, Gastrointestinals and Nutritionals among others. The Division is continuously creating new products and extending the spectrum of uses for its tried-and-tested brands by way of new forms or formulations.
We continuously focus on moving our capabilities closer to the market in order to respond to the evolving needs of consumers and improve our ability to speed these innovations from the lab to the marketplace. Bayer brand marketing professionals are located across the globe, staying close to consumers in all geographies to best understand local needs and wants and our global R&D organizations are closely networked with ready access to all the technical, engineering, formulation and packaging expertise our global organization has to bear, allowing us to leverage our capabilities for speed-to-market and global cost efficiencies.
Together, these capabilities have made Bayer Consumer Care a global leader with brands such as Aleve®/Flanax®, Bayer® Aspirin, Supradyn®, Berocca® and One-A-Day® and others that consumers rely on in more than 170 countries around the world.
In the Nutritionals arena the Company is committed to the the latest science trends—keeping our brands at the forefront and meeting ever-changing consumer demands. For example, innovative strides have been made with our largest multivitamin brand Supradyn® vitamins. By adding the enzyme Co-Q10—a key compound that is naturally present in the human body and is responsible for catalizing the natural energy generation process in all cells—Consumer Care researchers essentially created a “super-charged” Supradyn. The product, which has been a success in Holland and France, is set to launch in other European countries later this year.
The Consumer Care Dermatologicals business has also seen some breakthrough innovations such as the use of nanotechnology in the development of a number of different products in the Bepanthen® and Bepanthol® family. Two recent examples include the Bepanthen® Foam Spray for minor burns and Bepanthol® Ultra Protect Body Lotion.
Innovation is also very present in the Gastrointenstinals business with recent improvements made in the Rennie® line of products and the introduction of Rennie® Dual Action in the UK. Combining the classic antacid treatment of Rennie® with a special formula that forms a protective barrier over the contents of the stomach, this new product enables Rennie® to more strongly compete for those consumers who suffer more serious heartburn.
By bringing together the latest science and consumer insights, Bayer Consumer Care has a full pipeline of innovative products, which will continue to drive global growth. In total, nearly one hundred new product development projects are currently in Consumer Care’s dynamic pipeline with many projects that extend our well-known and strong brands to new consumer segments offering higher efficacy, packaging improvements, new formulations and consumer-preferred forms.
