Purpose – The purpose of this paper is to determine sales drivers for different OTC product categories. Design/methodology/approach – The study uses data from both consumer and retail panels, which are gathered for various product categories. These long‐term data are analyzed per product...

Results on cross category effects obtained by explanatory market basket analyses may be biased as studies typically investigate only a small fraction of the retail assortment (Chib et al. in Advances in econometrics, vol 16. Econometric models in marketing. JAI, Amsterdam, pp 57–92, <CitationRef CitationID="CR11">2002</CitationRef>). We...</citationref>