han 270 reports from citizens who suspected product tampering in foods, drinks, and other medications; though only 27 of these reports were confirmed as true cases of product tampering (Wall Street Journal, October 4, 1982). However, the main focus of consumer concern remained in the area of over the counter pharmaceuticals.
Consumer response immediately after the tragedies showed what the makers of Tylenol were up against as demand for all brands of pain relievers and sleeping aids dropped by 16.7 percent. Johnson & Johnson reported it had lost 87 percent of its market share, with the remaining share coming from Tylenol tablets, which had not been linked to the tragedy (Fortune, November 29, 1982).
Americans were obviously very frightened by this incident, and Johnson & Johnson took the brunt of that fear. The idea that one could be poisoned to death by simply seeking relief in the form of over the counter medication was no longer far-fetched. Though the Tylenol batches under suspicion were immediately pulled from store shelves, the company could do nothing but warn consumers to check what they had already purchased. Even while the FDA had publicly exonerated the makers of Tylenol of negligence or wrongdoing, the backlash of the event remained severe for them (Time, October 11, 1982). Many consumers took all of their Tylenol products back to local stores and demanded that exchanges or refunds be made immediately (Time, October 11, 1982).
Other consumer reactions, while much less frantic in nature, were almost as damaging for the company. One survey showed that even though a large percentage of Tylenol users "didn't blame Tylenol, 61% still said that they were not likely to buy Extra-Strength capsules in the future" (Business Week, October 18, 1982, p. 151). However, the survey went on to show that regular users of Tylenol were more likely to return to Tylenol usage than those who had only used it occasionally (Busi...