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Analgesics - UK - May 2010

  • Growth in consumer expenditure on over-the-counter (OTC) analgesics has slowed in the last two years. Recession is not the sole explanation. The proportion of adults using analgesics has declined and cheaper own-label products have put price pressure on branded products.
  • Positive news for analgesics is that they remain an essential store cupboard item – 83% of adults who use painkillers always keep a supply at home. So demand is unlikely to change significantly, even in a recession.
  • Although demand has not changed dramatically, explosive growth in sales of own-label products has taken place, creating stiff competition for the leading brands. In the recession, some consumers appear to have re-evaluated their spending priorities becoming thriftier and trading down to basic alternatives. More than half of users are satisfied with own-label products and one in five users just choose the cheapest price.
  • Leading brands continue to differentiate themselves from own-label by developing added-value products which command premium prices. Supported by high profile advertising campaigns, leading brands are differentiated by faster-acting , more powerful, or more symptom-specific formulations. Major brands have continued to build market share with such innovations.
  • Self-medicating is commonplace among adults. Eight out of ten people say they have to feel really ill before going to the doctor, indicating that they will take responsibility for diagnosing/ medicating themselves when they feel they must. But an element of caution remains: over half usually wait for the pain to go away on its own, without taking medication.
  • Even though the vast majority of people have some painkillers close at hand, only 16% see them as the only treatment for pain. And only 13% reach for the painkillers at the first sign of pain. The market for painkillers could grow further if more people were to trust the safety and efficacy of painkillers and take them at an earlier stage when pain strikes.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Offering value as the bottom line
              • Broadening the value options
                • Branded but necessary
                  • Leaping the pain barrier
                    • Make it stop: NOW
                    • Market in Brief

                      • Slowing market growth, despite premium product developments
                        • Tablets most popular format
                          • Convenient to buy with the groceries
                            • Brand leaders step up the pressure
                              • Headaches suffered by six in ten
                                • Format of painkillers
                                  • Figure 1: Format of analgesics used, March 2010
                                • Main factors influencing choice
                                  • Figure 2: Main factors influencing choice of analgesics, March 2010
                                • A must-have – but not a must-take
                                  • Four main consumer types for analgesics
                                    • Figure 3: Main target groups for painkillers based on attitudes, March 2010
                                  • Future
                                    • Forecast
                                    • Internal Market Environment

                                      • Key points
                                        • Feeling under the weather?
                                          • Figure 4: Selected ailments suffered in the last 12 months, 2004-09
                                        • My head is banging
                                          • Ageing joints
                                            • Bad backs ageless
                                              • Treating a specific condition
                                                • Media highs and lows
                                                  • Attitudes towards health
                                                    • Figure 5: Attitudes towards health, 2004-09
                                                  • Pluses and minuses of healthy lifestyles
                                                    • Wait for it to go away
                                                      • Just too busy to bother
                                                        • Real alternatives?
                                                          • Sales restrictions
                                                            • Changes in legislation
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Population data
                                                                  • Figure 6: Trends in the age structure of the UK population, 2005-15
                                                                • Ageing population will increase demand for prescription drugs
                                                                  • More infant doses
                                                                    • Socio-economic structure of the population
                                                                      • Figure 7: Trends in the socio-economic structure of the UK adult population, 2005-15
                                                                    • Self-medication
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • OTC products summary
                                                                          • Figure 8: UK retail value sales of selected remedies, 2005-10
                                                                        • Slow growth for analgesics
                                                                          • Complementary medicines a poor substitute
                                                                            • Cough and cold formulations compete
                                                                            • Strengths and Weaknesses

                                                                              • Strengths
                                                                                • Weaknesses
                                                                                • Who’s Innovating?

                                                                                  • Key points
                                                                                    • Speed leads the claims
                                                                                      • Figure 9: New innovations in analgesics, by product positioning, September 2008-April 2010
                                                                                    • Low level of new product launches
                                                                                      • Figure 10: New innovations in analgesics, by launch type, September 2008-April 2010
                                                                                    • Topical developments top the list
                                                                                      • Figure 11: New innovations in analgesics, by format type, September 2008-April 2010
                                                                                    • Moving into the digital age
                                                                                      • New product launches
                                                                                        • GSK gets behind Panadol
                                                                                          • Mentholatum company launches Regenovex
                                                                                            • Nurofen Express revamp
                                                                                              • Anadin LiquiFast
                                                                                                • The outlook for innovation in the UK
                                                                                                • Market Size and Forecast

                                                                                                  • Key points
                                                                                                    • Slow growth in analgesics sales
                                                                                                      • Figure 12: UK retail value sales of analgesics, at current and constant prices, 2005-15
                                                                                                    • Recession changes shopping habits
                                                                                                      • Price competition
                                                                                                        • Dashing through life
                                                                                                          • Outlook for analgesics
                                                                                                            • Factors used for the forecast
                                                                                                            • Segment Performance

                                                                                                              • Key points
                                                                                                                • Adult oral analgesics by ingredient
                                                                                                                  • Figure 13: UK retail sales of capsules, tables and other adult oral analgesics, by active ingredient, 2007-09
                                                                                                                • Analgesics by format
                                                                                                                  • Figure 14: UK retail value sales of analgesics, by format, 2007-09
                                                                                                                • Capsules fastest growing
                                                                                                                  • Tablets losing share
                                                                                                                    • Paediatric formulations
                                                                                                                      • Topical increasing awareness
                                                                                                                      • Market Share

                                                                                                                        • Key points
                                                                                                                          • Analgesics brand share
                                                                                                                            • Figure 15: Brand shares in UK retail value sales of analgesics, 2008 and 2009
                                                                                                                        • Companies and Products

                                                                                                                          • Key points
                                                                                                                            • Bayer
                                                                                                                              • GlaxoSmithKline Consumer Healthcare
                                                                                                                                • Johnson & Johnson
                                                                                                                                  • Reckitt Benckiser Healthcare (RB)
                                                                                                                                    • SSL International Plc
                                                                                                                                      • Pfizer (incorporating Wyeth Consumer Healthcare)
                                                                                                                                      • Brand Elements

                                                                                                                                        • Key points
                                                                                                                                          • Brand map
                                                                                                                                              • Figure 16: Attitudes towards and usage of analgesic brands, March 2010
                                                                                                                                            • Brand qualities of analgesic brands
                                                                                                                                              • Nurofen most effective, Calpol takes care
                                                                                                                                                • Figure 17: Personalities of various analgesic brands, March 2010
                                                                                                                                              • Experience of analgesic brands
                                                                                                                                                • Nurofen and Boots the top choices
                                                                                                                                                  • Figure 18: Consumer usage of various analgesic brands, March 2010
                                                                                                                                                • Brand consideration for analgesic brands
                                                                                                                                                  • Ibuleve and Solpadeine
                                                                                                                                                    • Figure 19: Consideration of various analgesic brands, March 2010
                                                                                                                                                  • Brand satisfaction for analgesic brands
                                                                                                                                                    • Brands are best
                                                                                                                                                      • Figure 20: Satisfaction with various analgesic brands, March 2010
                                                                                                                                                    • Brand commitment to satisfaction brands
                                                                                                                                                      • Nurofen has strongest loyalty, Solpadeine losing interest
                                                                                                                                                        • Figure 21: Commitment to various analgesic brands, March 2010
                                                                                                                                                      • Brand intentions for analgesic brands
                                                                                                                                                        • Boots has highest retention, but Nurofen has stronger bond
                                                                                                                                                          • Figure 22: Future usage intentions for various analgesic brands, March 2010
                                                                                                                                                        • Brand recommendation for analgesic brands
                                                                                                                                                          • Nurofen most recommended
                                                                                                                                                            • Figure 23: Recommendation of various analgesic brands, March 2010
                                                                                                                                                          • Boots
                                                                                                                                                            • What the consumer thinks
                                                                                                                                                              • Figure 24: Attitudes towards the Boots brand, March 2010
                                                                                                                                                            • Anadin
                                                                                                                                                              • What the consumer thinks
                                                                                                                                                                • Figure 25: Attitudes towards the Anadin brand, March 2010
                                                                                                                                                              • Calpol
                                                                                                                                                                • What the consumer thinks
                                                                                                                                                                  • Figure 26: Attitudes towards the Calpol brand, March 2010
                                                                                                                                                                • Nurofen
                                                                                                                                                                  • What the consumer thinks
                                                                                                                                                                    • Figure 27: Attitudes towards the Nurofen brand, March 2010
                                                                                                                                                                • Brand Communication and Promotion

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Topline adspend
                                                                                                                                                                      • Figure 28: Main monitored media advertising expenditure on analgesics, 2005-09
                                                                                                                                                                    • Advertisers
                                                                                                                                                                      • Figure 29: Main monitored media advertising expenditure on analgesics, by company, 2005-09
                                                                                                                                                                    • Media type
                                                                                                                                                                      • Figure 30: Main monitored media advertising expenditure on analgesic, % share by media type, 2005-09
                                                                                                                                                                  • Channels to Market

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Distribution of painkillers
                                                                                                                                                                        • Figure 31: UK retail sales of analgesics, by outlet type, 2007-09
                                                                                                                                                                      • Grocers gaining ground
                                                                                                                                                                        • Chemists dominated by Alliance Boots
                                                                                                                                                                          • Broadening distribution
                                                                                                                                                                            • Buy your tablets at the doctors
                                                                                                                                                                            • The Consumer – Usage Frequency

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Usage of headache remedies
                                                                                                                                                                                    • Figure 32: Usage of headache remedies in the last 12 months, 2004-09
                                                                                                                                                                                  • Usage of headache remedies
                                                                                                                                                                                    • Figure 33: Usage of headache remedies in the last 12 months, by gender and socio-economic group, 2009
                                                                                                                                                                                  • Usage of rubs and rheumatism remedies
                                                                                                                                                                                    • Figure 34: Usage of rubs and rheumatism remedies in the last 12 months, 2004-08
                                                                                                                                                                                • The Consumer – Format of Painkillers

                                                                                                                                                                                  • Key points
                                                                                                                                                                                      • Figure 35: Types/formats of painkillers used in the last 12 months, March 2010
                                                                                                                                                                                    • Tablets are out in front
                                                                                                                                                                                      • Youngsters favour tablets
                                                                                                                                                                                        • Capsules upscale appeal
                                                                                                                                                                                          • Families use medicines
                                                                                                                                                                                            • Aching joints
                                                                                                                                                                                            • The Consumer – Usage Behaviour

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Factors influencing choice
                                                                                                                                                                                                    • Figure 36: Factors influencing choice of painkillers, March 2010
                                                                                                                                                                                                  • Own-brands are just fine
                                                                                                                                                                                                    • Staying with known remedies
                                                                                                                                                                                                      • Buying on price
                                                                                                                                                                                                          • Figure 37: Most popular factors influencing choice of painkillers, by socio-economic group, March 2010
                                                                                                                                                                                                        • Make it quick
                                                                                                                                                                                                          • Easy, whatever the format
                                                                                                                                                                                                            • Guidance from a professional
                                                                                                                                                                                                              • Symptom-specific?
                                                                                                                                                                                                                • Trends reveal shifting behaviour
                                                                                                                                                                                                                  • Figure 38: Trend in selected factors influencing consumer usage, 2008 and 2010
                                                                                                                                                                                                                • Uplift in own-label down to thrift?
                                                                                                                                                                                                                  • Risk-averse
                                                                                                                                                                                                                    • Factors by format used
                                                                                                                                                                                                                      • Figure 39: Factors influencing choice of painkillers, by types/formats of painkillers used in the last 12 months, March 2010
                                                                                                                                                                                                                    • Capsules easy to swallow
                                                                                                                                                                                                                      • Rapid relief with dissolvables
                                                                                                                                                                                                                        • Topical and patches have heightened needs
                                                                                                                                                                                                                        • The Consumer – Attitudes and Target Groups

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                              • Figure 40: Attitudes towards painkillers, March 2010
                                                                                                                                                                                                                            • Just in case
                                                                                                                                                                                                                              • Young are least prepared
                                                                                                                                                                                                                                • Figure 41: Keep a supply of analgesics at home, by age, March 2010
                                                                                                                                                                                                                              • Don’t overdo it
                                                                                                                                                                                                                                • Not an exclusive solution
                                                                                                                                                                                                                                  • Repertoire
                                                                                                                                                                                                                                    • Figure 42: Repertoire of types/formats of painkillers used in the last 12 months, March 2010
                                                                                                                                                                                                                                  • One type
                                                                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                                                                      • Next steps
                                                                                                                                                                                                                                        • Two types
                                                                                                                                                                                                                                            • Figure 43: Factors influencing choice of painkiller – all adults and adults using two format types, March 2010
                                                                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                                                                            • Next steps
                                                                                                                                                                                                                                              • Three or more types
                                                                                                                                                                                                                                                • Who are they?
                                                                                                                                                                                                                                                  • Next steps
                                                                                                                                                                                                                                                    • Target groups
                                                                                                                                                                                                                                                      • Figure 44: Target groups for painkillers, March 2010
                                                                                                                                                                                                                                                    • Medicine Chesters (56% of adults)
                                                                                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                                                                                        • What formats do they prefer?
                                                                                                                                                                                                                                                          • What next?
                                                                                                                                                                                                                                                            • Pain Killers (14% of adults)
                                                                                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                                                                                • What are their main attitudes?
                                                                                                                                                                                                                                                                  • What formats do they prefer?
                                                                                                                                                                                                                                                                    • What next?
                                                                                                                                                                                                                                                                      • Be Prepared (14% of adults)
                                                                                                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                                                                                                          • What are their main attitudes?
                                                                                                                                                                                                                                                                            • What formats do they prefer?
                                                                                                                                                                                                                                                                              • What next?
                                                                                                                                                                                                                                                                                • Cautious Avoiders (16% of adults)
                                                                                                                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                                                                                                                    • What are their main attitudes?
                                                                                                                                                                                                                                                                                      • What formats do they prefer?
                                                                                                                                                                                                                                                                                        • What next?
                                                                                                                                                                                                                                                                                          • Figure 45: Attitudes towards painkillers, by target groups, March 2010
                                                                                                                                                                                                                                                                                          • Figure 46: Types/formats of painkillers used in the last 12 months, by target groups, March 2010
                                                                                                                                                                                                                                                                                          • Figure 47: Factors influencing choice of painkillers, by target groups, March 2010
                                                                                                                                                                                                                                                                                      • Appendix

                                                                                                                                                                                                                                                                                          • ACORN
                                                                                                                                                                                                                                                                                            • Advertising data
                                                                                                                                                                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                                                                                                                                                                • Figure 48: Selected ailments suffered in the last 12 months, by demographics, 2009
                                                                                                                                                                                                                                                                                                • Figure 49: Selected ailments suffered in the last 12 months, by demographics, 2009 (continued)
                                                                                                                                                                                                                                                                                                • Figure 50: Attitudes towards health, by demographics, 2009
                                                                                                                                                                                                                                                                                                • Figure 51: Attitudes towards health, by demographics, 2009 (continued)
                                                                                                                                                                                                                                                                                            • Appendix – The Consumer – Usage Frequency

                                                                                                                                                                                                                                                                                                • Figure 52: Usage of headache remedies in the last 12 months, by demographics, 2009
                                                                                                                                                                                                                                                                                                • Figure 53: Usage of rubs and rheumatism remedies in the last 12 months, by demographics, 2008
                                                                                                                                                                                                                                                                                            • Appendix – The Consumer – Format of Painkillers

                                                                                                                                                                                                                                                                                                • Figure 54: Types/formats of painkillers used in the last 12 months, by demographics, March 2010
                                                                                                                                                                                                                                                                                                • Figure 55: Factors influencing choice of painkillers, by types/formats of painkillers used in the last 12 months, March 2010
                                                                                                                                                                                                                                                                                                • Figure 56: Attitudes towards painkillers, by types/formats of painkillers used in the last 12 months, March 2010
                                                                                                                                                                                                                                                                                            • Appendix – The Consumer – Usage Behaviour

                                                                                                                                                                                                                                                                                                • Figure 57: Most popular factors influencing choice of painkillers, by demographics, March 2010
                                                                                                                                                                                                                                                                                                • Figure 58: Next most popular factors influencing choice of painkillers, by demographics, March 2010
                                                                                                                                                                                                                                                                                                • Figure 59: Factors influencing choice of painkillers, by types/formats of painkillers used in the last 12 months, March 2010
                                                                                                                                                                                                                                                                                                • Figure 60: Factors influencing choice of painkillers, by most popular attitudes towards painkillers, March 2010
                                                                                                                                                                                                                                                                                                • Figure 61: Factors influencing choice of painkillers, by next most popular attitudes towards painkillers, March 2010
                                                                                                                                                                                                                                                                                            • Appendix – The Consumer – Attitudes and Target Groups

                                                                                                                                                                                                                                                                                                • Figure 62: Most popular attitudes towards painkillers, by demographics, March 2010
                                                                                                                                                                                                                                                                                                • Figure 63: Next most popular attitudes towards painkillers, by demographics, March 2010
                                                                                                                                                                                                                                                                                                • Figure 64: Attitudes towards painkillers, by types/formats of painkillers used in the last 12 months, March 2010
                                                                                                                                                                                                                                                                                                • Figure 65: Repertoire of types/formats of painkillers used in the last 12 months, March 2010
                                                                                                                                                                                                                                                                                                • Figure 66: Repertoire of types/formats of painkillers used in the last 12 months, by demographics, March 2010
                                                                                                                                                                                                                                                                                                • Figure 67: Types/formats of painkillers used in the last 12 months, by repertoire of types/formats of painkillers used in the last 12 months, March 2010
                                                                                                                                                                                                                                                                                                • Figure 68: Factors influencing choice of painkillers, by repertoire of types/formats of painkillers used in the last 12 months, March 2010
                                                                                                                                                                                                                                                                                                • Figure 69: Attitudes towards painkillers, by repertoire of types/formats of painkillers used in the last 12 months, March 2010
                                                                                                                                                                                                                                                                                                • Figure 70: Target groups, by demographics, March 2010
                                                                                                                                                                                                                                                                                                • Figure 71: Attitudes towards painkillers, by target groups, March 2010
                                                                                                                                                                                                                                                                                                • Figure 72: Types/formats of painkillers used in the last 12 months, by target groups, March 2010
                                                                                                                                                                                                                                                                                                • Figure 73: Factors influencing choice of painkillers, by target groups, March 2010

                                                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                                                            • Alliance Boots UK Retail
                                                                                                                                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                                                                                                                                            • AstraZeneca
                                                                                                                                                                                                                                                                                            • Bayer AG
                                                                                                                                                                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                                                                                                                                            • DDD Group Ltd
                                                                                                                                                                                                                                                                                            • E Moss Ltd
                                                                                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                                                                                            • GlaxoSmithKline Plc
                                                                                                                                                                                                                                                                                            • Google UK
                                                                                                                                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                                                                                                                                            • Johnson & Johnson Ltd
                                                                                                                                                                                                                                                                                            • Kantar Media
                                                                                                                                                                                                                                                                                            • Lidl (UK)
                                                                                                                                                                                                                                                                                            • Lloyds Retail Chemists Ltd
                                                                                                                                                                                                                                                                                            • Medical and Healthcare Products Regulatory Authority (MHRA)
                                                                                                                                                                                                                                                                                            • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                                                                                                                            • Pfizer Consumer Healthcare (UK)
                                                                                                                                                                                                                                                                                            • Poundland Ltd
                                                                                                                                                                                                                                                                                            • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                                                                                            • Proprietary Association of Great Britain
                                                                                                                                                                                                                                                                                            • Reckitt Benckiser (UK)
                                                                                                                                                                                                                                                                                            • Savers Health and Beauty Ltd
                                                                                                                                                                                                                                                                                            • Scholl Consumer Products Ltd
                                                                                                                                                                                                                                                                                            • SSL International Plc
                                                                                                                                                                                                                                                                                            • Superdrug Stores Plc
                                                                                                                                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                                                                                                                                            • The Mentholatum Co. Inc.
                                                                                                                                                                                                                                                                                            • UniChem Ltd
                                                                                                                                                                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                                                                                                                                                                            • Wyeth Consumer Healthcare (UK)

                                                                                                                                                                                                                                                                                            Analgesics - UK - May 2010

                                                                                                                                                                                                                                                                                            £1,995.00 (Excl.Tax)