Reckitt Benckiser Group PLC: BARC Consumer Health Conference Feedback

Research evidence excerpt

Reckitt Benckiser Group PLC: BARC Consumer Health Conference Feedback

ging across ASEAN and LatAm markets.

Within this, Gaviscon stands out as a key execution proof point, illustrating how Reckitt is

scaling OTC brands in Emerging Markets through a clearly defined and repeatable “go-to-

market” model. This is built around three pillars: targeted healthcare professional (HCP)

engagement, strong and consistent consumer communication, and a differentiated product

offering. Crucially, management identified HCP activation as the primary unlock, with evidence

that sustained engagement (e.g. in Germany) can materially accelerate adoption and drive

share gains. This model has already been successfully applied across multiple markets,

including Brazil and Thailand, where Gaviscon has scaled rapidly to become a meaningful

contributor. Importantly, the approach is not brand-specific but designed to be transferable

across the broader OTC portfolio, supporting Reckitt’s ambition to expand its presence in self-

care across EM.

5. China as the playbook for scaling across EM and ASEAN

In China, Reckitt now generates more than 80% of sales online, with more than 40% driven by

social commerce. Reckitt has built dedicated capabilities around this model, centred on high-

frequency content creation, live streaming, and close management of platform algorithms. This

enables rapid testing and scaling of propositions, as products can be launched with limited

upfront investment, iterated quickly based on real-time consumer feedback, and then rolled

out at scale once traction is proven. This has been particularly effective for newer propositions

such as Intima and female-focused Durex innovations which have scaled from small pilots to

meaningful revenue streams in a relatively short timeframe.