Bayer has roughly 20% market share in the US, about the same size as Energizer Holdings and Johnson and Johnson. This will require a competitive response from the two other mass market leaders, which we know can only be sourced from ANO.
I would say this is a bold move by Coppertone but it's really the only logical one. And as you say, the dominos will continue to fall. The only logical conclusion at this point seems to be a near monopoly on sunscreen for ANO. That would be worth many billions.
Has ANO won over Coppertone?, page-4
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