Product Portfolio

OTC Products

The market for over-the-counter (OTC) products is growing faster than the Rx market and currently accounts for around 13% of the global pharmaceutical market. Unlike Rx drugs, pricing is unrestricted and the products can be marketed directly to consumers.

The percentage of OTC products is generally higher in growth markets than in mature markets, often due to the fact that consumers in those markets have less access to advanced healthcare and reimbursement systems. In these circumstances, OTC products may replace Rx drugs. In more developed markets, demand for OTC products is driven by a growing interest in self-healing, wellness and improved quality of life.

OTC products are commonly sold via retail channels such as pharmacies, drugstores or supermarkets directly to consumers. This makes it comparable to regular retail business with broad advertising and trade channel promotions. In the OTC segment the value is in brand names and consumers are very loyal to well-known brands to solve their health problems. Recommendation and reputation are very important in this market and therefore it takes time and promotional effort to build good brand names.

Key OTC products


CB12 is an oral care product for everybody, every day. The unique composition is neutralizing the formation of sulfur compounds, thereby providing first class breath for 12 hours.

A common misconception is that bad breath comes from the stomach. In some 9 out of 10 cases it originates in the oral cavity when bacteria in the mouth start breaking down food particles, which forms malodorous sulfur gases creating an unpleasant breath.

  • CB12 is an oral care product containing a world patented combination of zinc acetate and chlorhexidine diacetate.
  • The effect of CB12 is well documented in clinical studies and lasts for 12 hours as the product has the ability to adhere to the oral mucosa.
  • The brand portfolio includes mouth rinse, chewing gum and toothpaste.
  • The CB12 range is available in 18 countries and is a key growth driver for Meda in the non-prescription area.


A wart is a growth on the skin caused by the human papilloma virus, HPV. Warts are contagious and can easily be transferred to other people and other parts of the body. 10% of the total population is suffering from warts and among children, as many as 1 in 3 is affected.

EndWarts is a unique wart treatment, which effectively dries out warts on hands, feet, elbows and knees. EndWarts is easy to use and the treatment only takes a few seconds once a week until the wart is gone. The solution is absorbed directly into the wart and leaves no scars.

EndWarts was acquired in 2011 and is now available in a number of markets in Europe.


Naloc treats nails affected by fungal infection or psoriasis and improves the appearance of discolored and deformed nails. Through a physical antifungal effect Naloc kills the fungi that typically causes nail infection.

Meda’s 10 biggest non-prescription products (Cx and OTC)


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