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Analgesics - UK - July 2013

‘Low price remains an important purchase influencer, and as pain sufferers struggle to see the difference between cheap own-label and more expensive branded products, own-label continues to grow. With a number of branded launches in the first half of 2013 focusing on topical analgesics, brands may be able to use this segment as a point of differentiation.’

– Roshida Khanom, OTC and Personal Care Analyst

Some questions answered in this report include:

  • How are brands remaining competitive against own-label?
  • What impact will population changes have on this market?
  • What launches have characterised development in 2012 and 2013 so far?
  • Where are people buying OTC analgesics?

 

The analgesics market (made up of oral, topical and paediatric analgesics) has remained fairly constant since 2008, and is predicted to see slow and steady growth to 2018. Strong competition from own-label products, the impact of consumer resistance to taking OTC analgesics as well as greater awareness of the similarities between own-label and branded products, is hindering growth in the category. Additionally, despite being a category that is emotional as much as it is functional, brand communication and claims remain heavily functional. The first six months of 2013 has seen a number of topical analgesics launched, which may help brands to increase differentiation compared to own-label products. The rise in the youngest demographics (under 14s) is likely to positively impact this market both from a children/s and adult’s analgesics points of view.

This report covers only over-the-counter (OTC), non-prescription medication, defined by the Proprietary Association of Great Britain as being:

‘Specifically designed to treat the symptoms of common, minor and self-limiting ailments that do not require a medical diagnosis.’
 
They are divided into two categories:
  • P: Pharmacy-only products, which can only be sold through pharmacies by or in the presence of a qualified pharmacist
  • GSL: General Sales List, which can be sold in any type of outlet.

This report examines the UK consumer market for OTC analgesics (also referred to as OTC painkillers and OTC pain remedies). The OTC analgesics market is defined as including all analgesics available over the counter without a prescription. This includes topical analgesics (pain relief gels, creams and sprays), alongside oral analgesics, oral lesions and toothache remedies.

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK sales of OTC analgesics, 2008-18
            • Market factors
              • Figure 2: Retail value sales of OTC analgesics, by manufacturer, year ending May 2013
            • Companies, brands and innovation
              • Figure 3: New product launches in the pain relief market, brands and own-label, 2011-13
              • Figure 4: New product launches in the pain relief market, by format type, January-June 2013
            • The consumer
              • Figure 5: Most popular treatments of aches and pains, May 2013
              • Figure 6: Attitudes towards pain, May 2013
            • What we think
            • Issues in the market

                • How are brands remaining competitive against own-label?
                  • What impact will population changes have on this market?
                    • What launches have characterised development in 2012 and 2013 so far?
                      • Where are people buying OTC analgesics?
                      • Trend Application

                        • Trend: Cam Cam
                          • Trend: Totophobia
                            • Futures Trend: East meets West
                            • Market Drivers

                              • Key points
                                • Cold and flu incidences boosting the category in 2013
                                  • Figure 7: Treatments sought, January 2013
                                • Stress-related aches and pains
                                  • Figure 8: How often people take time to relax and unwind, November 2012
                                • Youngest demographics predicted to rise
                                  • Figure 9: Trends in the age structure of the UK population, 2008-18
                              • Who’s Innovating?

                                • Key points
                                  • Branded products show greater innovation in topical analgesics
                                    • Figure 10: New product launches in the pain relief market, brands and own-label, 2011-13
                                    • Figure 11: Morrisons junior paracetamol launched in 2012
                                  • Focus on topical treatments in 2013
                                    • Figure 12: New product launches in the pain relief market, by format, 2011-13
                                    • Figure 13: Examples of own-label topical analgesics launched in 2011
                                    • Figure 14: Examples of branded topical analgesics launched in 2013 (year to June)
                                  • Reckitt Benckiser leads launches in 2013
                                    • Figure 15: New product launches in the pain relief market, by company, 2011-13
                                    • Figure 16: Launches by reckitt benckiser in 2013
                                  • Fast-acting is top in claims
                                    • Figure 17: New product launches in the pain relief market, by claim, 2011-13
                                    • Figure 18: Products aimed at children launched in 2013
                                • Market Size and Forecast

                                  • Key points
                                    • Market remains steady as oral analgesics struggle for growth
                                      • Figure 19: Value sales for OTC pain remedies, 2008-18
                                    • Slow and steady growth driven by topical and paediatric analgesics
                                      • Figure 20: Best- and worst-case forecast of UK sales of OTC analgesics, 2008-18
                                    • Forecast methodology
                                    • Segment Performance

                                      • Key points
                                        • Oral analgesics struggling to grow
                                          • Figure 21: Consumer spending on pain remedies, by segment, year ending April 2013
                                        • Rise in sales of topical analgesics
                                          • Figure 22: Consumer spending on OTC analgesics, by segment, year ending April 2012-April 2013
                                      • Market Share

                                        • Key points
                                          • Own-label shows the fastest growth
                                            • Figure 23: Retail value sales of total OTC analgesics, by manufacturer, year ending May 2012 and May 2013
                                            • Figure 24: Top 3 brands in pain relief, by segment, year ending May 2013
                                        • Companies and Products

                                          • Boots
                                            • Background and structure
                                              • Strategy and performance
                                                • Figure 25: Key financial data for Boots, 2011-12
                                              • Product range and innovation
                                                • Figure 26: Products launched by Boots in the UK pain relief market, Jan 2012-May 2013
                                              • Marketing and advertising
                                                • Reckitt Benckiser
                                                  • Background and structure
                                                    • Strategy and performance
                                                      • Figure 27: Key financial data for RB, 2011-12
                                                    • Product range and innovation
                                                        • Figure 28: Products launched by RB in the UK pain relief market, Jan 2012-May 2013
                                                      • Marketing and advertising
                                                        • The Mentholatum Company Ltd
                                                          • Background and structure
                                                            • Strategy and performance
                                                              • Figure 29: Key financial data for The Mentholatum Company, 2011-12
                                                            • Product range and innovation
                                                              • Marketing and advertising
                                                                • GlaxoSmithKline
                                                                  • Background and structure
                                                                    • Strategy and performance
                                                                      • Figure 30: Key financial data for GSK, 2011-12
                                                                    • Product range and innovation
                                                                      • Figure 31: Products launched by GSK in the UK pain relief market, Jan 2012-May 2013
                                                                    • Marketing and advertising
                                                                      • Pfizer
                                                                        • Background and structure
                                                                          • Strategy and performance
                                                                            • Figure 32: Key financial data for Pfizer, 2011-12
                                                                          • Product range and innovation
                                                                            • Figure 33: Products launched by Pfizer in the UK pain relief market, Jan 2012-May 2013
                                                                          • Marketing and advertising
                                                                          • Brand Communication and Promotion

                                                                            • Key points
                                                                              • Fall in advertising spend in 2012
                                                                                • Figure 34: Main media advertising expenditure on OTC analgesics, 2008-April 2013
                                                                              • Reckitt Benckiser invests heavily in advertising in 2012
                                                                                • Figure 35: Main media advertising expenditure on OTC analgesics, % by company, 2012
                                                                              • Focus on brands aimed at children
                                                                                • Figure 36: Main media advertising expenditure on OTC analgesics, by advertiser and brand, 2012
                                                                              • TV remains the most expensive and widely used medium
                                                                                • Figure 37: Main media advertising expenditure on OTC analgesics, % by media type, 2012
                                                                              • Internet sees continued investment
                                                                                • Figure 38: Main media advertising expenditure on OTC analgesics, % by media, 2011-13
                                                                            • Channels to Market

                                                                              • Key points
                                                                                • Grocery channel remains strong
                                                                                  • Figure 39: Distribution of OTC analgesics, 2010-12
                                                                              • The Consumer – Pains and Treatment

                                                                                • Key points
                                                                                  • Pain experienced
                                                                                    • Figure 40: Pain experienced in the last six months, may 2013
                                                                                  • Women in more pain
                                                                                    • Age differences
                                                                                      • Headaches and menstrual pain most likely to result in taking OTC pain remedies
                                                                                        • Figure 41: Most popular treatments of aches and pains, May 2013
                                                                                      • Do men feel like they have to ‘man up’?
                                                                                        • Middle-aged most likely to take OTC analgesics
                                                                                        • The Consumer – Shopping for OTC pain remedies

                                                                                          • Key points
                                                                                            • Efficacy claims are most important
                                                                                              • Figure 42: Factors influencing purchase of OTC analgesics, May 2013
                                                                                            • Recommendations are not very important
                                                                                              • Women are more price conscious
                                                                                                • Figure 43: Factors influencing purchase of OTC analgesics, May 2013
                                                                                              • Men need more guidance
                                                                                              • The Consumer – Attitudes Towards Pain

                                                                                                • Key points
                                                                                                  • Attitudes towards pain
                                                                                                    • Figure 44: Attitudes towards pain, May 2013
                                                                                                  • Resistance to taking remedies
                                                                                                    • Frustration driving usage of OTC analgesics
                                                                                                    • Consumer Typologies

                                                                                                      • Key points
                                                                                                          • Figure 45: Consumer typologies, May 2013
                                                                                                        • Price Sensitive
                                                                                                          • Who are they?
                                                                                                            • Cautious & Careful
                                                                                                              • Who are they?
                                                                                                                • Frustration Driven
                                                                                                                  • Who are they?
                                                                                                                    • Social Butterflies
                                                                                                                      • Who are they?
                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                          • Figure 46: Value sales for OTC oral analgesics, 2008-18
                                                                                                                          • Figure 47: Consumer spending on oral analgesics, 2008-13 (est) and forecast to 2018
                                                                                                                          • Figure 48: Value sales for OTC paediatric analgesics, 2008-18
                                                                                                                          • Figure 49: Consumer spending on paediatric analgesics, 2008-13 (est) and forecast to 2018
                                                                                                                          • Figure 50: Value sales for OTC topical analgesics, 2008-18
                                                                                                                          • Figure 51: Consumer spending on topical analgesics, 2008-13 (est) and forecast to 2018
                                                                                                                      • Appendix – Segment Performance

                                                                                                                          • Figure 52: Volume sales of OTC analgesics, by segment, year ending April 2012-April 2013
                                                                                                                      • Appendix – Market Share

                                                                                                                          • Figure 53: Retail value sales of OTC oral analgesics (including oral lesions and toothache), by manufacturer, year ending May 2012 and May 2013
                                                                                                                          • Figure 54: Retail value sales of OTC topical analgesics, by manufacturer, year ending May 2012 and May 2013
                                                                                                                          • Figure 55: Retail value sales of OTC paediatric analgesics, by manufacturer, year ending May 2012 and May 2013
                                                                                                                      • Appendix – The Consumer – Pains and Treatment

                                                                                                                          • Figure 56: Types of pain experienced, May 2013
                                                                                                                          • Figure 57: Most popular types of pain experienced, by demographics, May 2013
                                                                                                                          • Figure 58: Next most popular types of pain experienced, by demographics, May 2013
                                                                                                                          • Figure 59: Other types of pain experienced, by demographics, May 2013
                                                                                                                          • Figure 60: Repertoire of pains experienced, by demographics, May 2013
                                                                                                                          • Figure 61: Actions taken to treat pain, May 2013
                                                                                                                          • Figure 62: Most popular actions taken to treat headaches/migraines, by demographics, May 2013
                                                                                                                          • Figure 63: Next most popular actions taken to treat headaches/migraines, by demographics, May 2013
                                                                                                                          • Figure 64: Other actions taken to treat headaches/migraines, by demographics, May 2013
                                                                                                                          • Figure 65: Least popular actions taken to treat headaches/migraines, by demographics, May 2013
                                                                                                                          • Figure 66: Most popular actions taken to treat back pain, by demographics, May 2013
                                                                                                                          • Figure 67: Next most popular actions taken to treat back pain, by demographics, May 2013
                                                                                                                          • Figure 68: Other actions taken to treat back pain, by demographics, May 2013
                                                                                                                          • Figure 69: Least popular actions taken to treat back pain, by demographics, May 2013
                                                                                                                          • Figure 70: Most popular actions taken to treat arthritis or joint related pain, by demographics, May 2013
                                                                                                                          • Figure 71: Next most popular actions taken to treat arthritis or joint related pain, by demographics, May 2013
                                                                                                                          • Figure 72: Other actions taken to treat arthritis or joint related pain, by demographics, May 2013
                                                                                                                          • Figure 73: Least popular actions taken to treat arthritis or joint related pain, by demographics, May 2013
                                                                                                                          • Figure 74: Most popular actions taken to treat pain from sore/injured muscle/pain from sports/exercise/injury/general aches and pains from everyday life, my demographics, May 2013
                                                                                                                          • Figure 75: Next most popular actions taken to treat pain from sore/injured muscle/pain from sports/exercise/injury/general aches and pains from everyday life, my demographics, May 2013
                                                                                                                          • Figure 76: Other actions taken to treat pain from sore/injured muscle/pain from sports/exercise/injury/general aches and pains from everyday life, my demographics, May 2013
                                                                                                                          • Figure 77: Least popular actions taken to treat pain from sore/injured muscle/pain from sports/exercise/injury/general aches and pains from everyday life, my demographics, May 2013
                                                                                                                          • Figure 78: Most popular actions taken to treat menstrual pain, by demographics, May 2013
                                                                                                                          • Figure 79: Next most popular actions taken to treat menstrual pain, by demographics, May 2013
                                                                                                                          • Figure 80: Other actions taken to treat menstrual pain, by demographics, May 2013
                                                                                                                          • Figure 81: Least popular actions taken to treat menstrual pain, by demographics, May 2013
                                                                                                                          • Figure 82: Most popular actions taken to treat knee pain, by demographics, May 2013
                                                                                                                          • Figure 83: Next most popular actions taken to treat knee pain, by demographics, May 2013
                                                                                                                          • Figure 84: Other actions taken to treat knee pain, by demographics, May 2013
                                                                                                                          • Figure 85: Least popular actions taken to treat knee pain, by demographics, May 2013
                                                                                                                          • Figure 86: Repertoire of actions taken to treat headaches or migraines, by demographics, May 2013
                                                                                                                          • Figure 87: Repertoire of actions taken to treat back pain, by demographics, May 2013
                                                                                                                      • Appendix – The Consumer – Factors Influencing Purchase

                                                                                                                          • Figure 88: Most popular purchase influencers of OTC pain remedies, by demographics, May 2013
                                                                                                                          • Figure 89: Next most popular purchase influencers of OTC pain remedies, by demographics, May 2013
                                                                                                                          • Figure 90: Other purchase influencers of OTC pain remedies, by demographics, May 2013
                                                                                                                          • Figure 91: Least popular purchase influencers of OTC pain remedies, by demographics, May 2013
                                                                                                                      • Appendix – The Consumer – Shopping for OTC Pain Remedies

                                                                                                                          • Figure 92: Purchase influencers of OTC pain remedies, May 2013
                                                                                                                          • Figure 93: Attitudes towards pain and pain treatment, by most popular types of pain experienced, May 2013
                                                                                                                          • Figure 94: Attitudes towards pain and pain treatment, by next most popular types of pain experienced, May 2013
                                                                                                                      • Appendix – The Consumer – Attitudes towards Pain

                                                                                                                          • Figure 95: Attitudes towards pain and pain treatment, May 2013
                                                                                                                          • Figure 96: Agreement with the statement ‘I get frustrated when pain gets in the way of things I want to do’, by demographics, May 2013
                                                                                                                          • Figure 97: Agreement with the statement ‘It’s best to try and fight the pain for as long as I can before I take non-prescription pain remedies’, by demographics, May 2013
                                                                                                                          • Figure 98: Agreement with the statement ‘It is easy to become reliant on non-prescription painkillers’, by demographics, May 2013
                                                                                                                          • Figure 99: Agreement with the statement ‘Suffering from pain makes me feel old’, by demographics, May 2013
                                                                                                                          • Figure 100: Agreement with the statement ‘Suffering from pain affects my social life’, by demographics, May 2013
                                                                                                                          • Figure 101: Agreement with the statement ‘All painkillers are the same so I don’t care which brand I use’, by demographics, May 2013
                                                                                                                          • Figure 102: Agreement with the statement ‘It is better for the body to treat pain with natural remedies first’, by demographics, May 2013
                                                                                                                          • Figure 103: Agreement with the statement ‘I am concerned about the side effects of non-prescription pain remedies’, by demographics, May 2013
                                                                                                                          • Figure 104: Agreement with the statement ‘It is important to change the type of pain relief you use so they remain effective’, by demographics, May 2013
                                                                                                                          • Figure 105: Agreement with the statement ‘I don’t pay attention to product claims for pain remedies’, by demographics, May 2013
                                                                                                                          • Figure 106: Agreement with the statement ‘Topical treatments, such as rubs are better for you than tablets’, by demographics, May 2013
                                                                                                                          • Figure 107: Agreement with the statement ‘It is important to take non-prescription painkillers at the first sign of any pain’, by demographics, May 2013
                                                                                                                          • Figure 108: Types of pain experienced, by repertoire of types of pain experienced, May 2013
                                                                                                                      • Appendix – Consumer Typologies

                                                                                                                          • Figure 109: Attitudes towards pain and pain treatment, by target group, May 2013
                                                                                                                          • Figure 110: Target groups, by demographics, May 2013
                                                                                                                          • Figure 111: Types of pain experienced, by target group, May 2013
                                                                                                                          • Figure 112: Purchase influencers of OTC pain remedies, by target group, May 2013
                                                                                                                          • Figure 113: Attitudes towards shopping for OTC pain remedies, by target group, May 2013
                                                                                                                          • Figure 114: Actions taken to treat pain, by target group, May 2013
                                                                                                                          • Figure 115: Actions taken to treat pain, by target group, May 2013
                                                                                                                          • Figure 116: Actions taken to treat pain, by target group, May 2013
                                                                                                                          • Figure 117: Actions taken to treat pain, by target group, May 2013
                                                                                                                          • Figure 118: Actions taken to treat pain, by target group, May 2013
                                                                                                                          • Figure 119: Actions taken to treat pain, by target group, May 2013

                                                                                                                      Companies Covered

                                                                                                                      • Alacer Corp.
                                                                                                                      • Alliance Boots
                                                                                                                      • Ferrosan Inc
                                                                                                                      • GlaxosmithKline
                                                                                                                      • GlaxoSmithKline Plc
                                                                                                                      • Pfizer Consumer Healthcare (UK)
                                                                                                                      • Reckitt Benckiser (UK)
                                                                                                                      • The Mentholatum Co. Inc.
                                                                                                                      • Walgreen Co
                                                                                                                      • Wyeth

                                                                                                                      Analgesics - UK - July 2013

                                                                                                                      £1,995.00 (Excl.Tax)