Pharmacy has seen the end of major POM to P switches and must look to new, innovative, evidence-based products to develop the OTC market, Mentholatum managing director Andrew Tasker has claimed.

Speaking at a conference in Scotland last week, Mr Tasker said that pharmacy was "at the end of switching", warning he could not see "anything in terms of switch that is going to make a big difference for the next 20 years".

Manufacturers needed to look for innovative ways to expand existing categories, Mr Tasker said. However, he emphasised pharmacists' responsibility in demanding evidence for new therapies to ensure patients had access to the best possible treatments and the potential opportunity for independent pharmacies and groups.

"The focus in pharmacy is on [what's appearing on] TV, and not on the data," he added. "Pharmacists should push back and ask for data."

The news came as Mentholatum, the UK's largest manufacturer of topical pain relief products, announced it was set to grow business by 12 per cent and launch 10 products this year.