Johnson & Johnson's (JNJ) pharmaceutical segment is currently firing on all cylinders, but the same cannot be said about its consumer segment. In 2015, the segment sales decreased by 6.8% and in 2016, by another 1.5%. Even though underlying sales growth excluding the impact of foreign currencies was positive during this period, J&J could easily boost its customer segment's margins and growth profile by tilting its portfolio more towards consumer OTC medicine.

Currently, J&J generates around 40% of its consumer segment sales in the U.S. As can be seen from the below figure, total sales are down due to weakening international sales. For instance, in 2016, sales growth excluding currencies would have been 1.5%.

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