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Analgesics - US - June 2014

“While sales of analgesics are increasing, the market is still up against a few challenges. A high degree of brand loyalty makes it difficult to get consumers to try new brands. Alternatively, opportunities for innovation present new usage occasions to grow market sales.”
– Emily Krol, Health and Wellness Analyst

This report answers the following quetions:

  • How can companies innovate in the analgesics category?
  • What opportunities are there to increase external analgesic use?
  • How will the aging population affect the OTC analgesic market?

 

Recent sales of OTC (over the counter) analgesics are boosted by several key brands returning to market. Additionally, there is a high need for remedies that treat pain, due to increased stress leading to headaches, intense exercise regimens leading to sore muscles, and high rates of arthritis among an aging population.

Despite that, there is still an overall concern about product ingredients, helping to boost the market of external remedies and alternative ways to treat pain. This report examines the future potential for analgesics, with a particular emphasis on product selection. Interest in product format, attributes, and purchase habits will be explored to provide insight into market trends.

This report focuses on the market for internal and external analgesics specifically marketed for pain relief that are available over the counter/without a prescription.
Internal analgesics are ingestible/oral tablets or liquid taken for the purposes of relieving pain. Feminine pain relievers are also included in this segment. Products within this market typically contain one or more of the following active ingredients:

  • Acetaminophen
  • Aspirin
  • Ibuprofen
  • Naproxen sodium
  • Magnesium salicylate

The OTC external analgesics segment consists of rubs – such as topical creams/sprays that alleviate pain – wraps, with heating and/or cooling properties, as well as heat/ice packs.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Overview
                      • The market
                        • Figure 1: Total US sales and fan chart forecast of OTC analgesics, at current prices, 2009-19
                      • Segment performance
                        • Figure 2: Sales of OTC analgesics segmented by type, 2012 and 2014
                      • Key players
                        • Figure 3: MULO sales of OTC analgesics, by leading companies, rolling 52 weeks 2013 and 2014
                      • The consumer
                        • Product usage
                          • Figure 4: OTC analgesic usage, by age, March 2014
                          • Figure 5: Reasons used OTC analgesics, March 2014
                        • Purchase habits
                          • Figure 6: Purchase behaviors, March 2014
                        • Ways to incite trial
                          • Figure 7: Interest in product innovations, March 2014
                        • What we think
                        • Issues and Insights

                            • How can companies innovate in the analgesics category?
                              • The issues
                                • The implications
                                  • What opportunities are there to increase external analgesic use?
                                    • The issues
                                      • The implications
                                        • How will the aging population affect the OTC analgesic market?
                                          • The issues
                                            • The implications
                                            • Trend Applications

                                                • Trend: FSTR HYPR
                                                  • Trend: Totophobia
                                                    • Trend: Prepare for the Worst
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Key brands return to shelf helps to boost OTC analgesic sales
                                                          • Outlook for OTC analgesics positive
                                                            • Sales and forecast of OTC analgesics
                                                              • Figure 8: Total US sales and forecast of OTC analgesics, at current prices, 2009-19
                                                              • Figure 9: Total US sales and forecast of OTC analgesics, at inflation-adjusted prices, 2009-19
                                                            • Fan chart forecast
                                                                • Figure 10: Total US sales and fan chart forecast of OTC analgesics, at current prices, 2009-19
                                                            • Market Drivers

                                                              • Key points
                                                                • Aging population increases need for pain relief
                                                                  • Figure 11: Population by age, 2009-19
                                                                • Increased stress leads to headaches
                                                                  • High rates of exercise bode well for pain treatment
                                                                    • Figure 12: Regular exercise participation, by age, November 2012-December 2013
                                                                  • Effects of the ACA on OTC analgesics
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Alternative ways to treat pain
                                                                        • Figure 13: Ways to treat pain, by gender and age, March 2014
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Internal dominates market while external boasts strong growth rates
                                                                          • Figure 14: Sales of OTC analgesics, segmented by type, 2012 and 2014
                                                                        • Internal analgesics benefit from name brands returning to market
                                                                          • Figure 15: Sales of OTC internal analgesics, by product form, 2009-14
                                                                          • Figure 16: Total US sales and forecast of OTC internal analgesics, at current prices, 2009-19
                                                                        • External analgesics experience uptick
                                                                          • Figure 17: Sales of OTC external analgesics, by product form, 2009-14
                                                                          • Figure 18: Total US sales and forecast of OTC external analgesics, at current prices, 2009-19
                                                                      • Retail Channels

                                                                        • Key points
                                                                          • Most analgesic sales at “other” retail channels
                                                                            • Figure 19: #Targetrun print ad
                                                                          • Sales at drug stores slow
                                                                            • Potential for alternative shopping and delivery formats to rise
                                                                              • Sales of OTC analgesics, by channel
                                                                                • Figure 20: Total US retail sales of OTC analgesics, by channel, at current prices, 2009-14
                                                                            • Leading Companies

                                                                              • Key points
                                                                                • Brands coming back to shelf increases competition
                                                                                  • Manufacturer sales of OTC analgesics
                                                                                    • Figure 21: MULO sales of OTC analgesics, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                  • Manufacturer volume of select OTC analgesics
                                                                                    • Figure 22: MULO sales and volume of select OTC internal analgesics, rolling 52 weeks 2013 and 2014
                                                                                • Brand Share – OTC Internal Analgesics

                                                                                  • Key points
                                                                                    • Brands returning to market boost internal analgesics, challenge private label
                                                                                      • Despite new innovations and heaving marketing, Advil sales down
                                                                                        • Manufacturer sales of OTC internal analgesics
                                                                                          • Figure 23: MULO sales of OTC internal analgesics, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                        • Leading brands highly competitive
                                                                                          • Figure 24: Key purchase measures for the top OTC internal analgesic brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                        • Advil and Tylenol top internal analgesic brand usage
                                                                                          • Figure 25: Brands of headache and pain relievers used, by age, November 2012-December 2013
                                                                                      • Brand Share – External Analgesics: Rubs

                                                                                        • Key points
                                                                                          • Icy Hot accounts for nearly a quarter of MULO sales
                                                                                            • New introductions from Salonpas boosts category
                                                                                              • Younger users driving segment
                                                                                                • Manufacturer sales of external analgesic rubs
                                                                                                  • Figure 26: MULO sales of OTC external analgesic rubs, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                • Icy Hot increases household penetration
                                                                                                  • Figure 27: Key purchase measures for the top OTC analgesic rubs brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                • Icy Hot most used brand
                                                                                                  • Figure 28: Brands of nonprescription pain relieving rubs, liquids, and wraps, by age, November 2012-December 2013
                                                                                              • Brand Share – External Analgesics – Heat/Ice Packs

                                                                                                • Key points
                                                                                                  • Heat/ice pack sales remain flat
                                                                                                    • Opportunity to increase sales for ThermaCare
                                                                                                      • Manufacturer sales of heat/ice packs
                                                                                                        • Figure 29: MULO sales of heat/ice packs, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                      • Household penetration for ThermaCare declines along with sales
                                                                                                        • Figure 30: Key purchase measures for the top OTC external analgesic heat/ice packs, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                    • Innovations and Innovators

                                                                                                      • Overall introductions decline
                                                                                                        • Figure 31: Pain relief product launches, by subcategory, 2008-14
                                                                                                      • Internal pain relievers aim to relieve pain fast
                                                                                                          • Figure 32: Share of branded/private label ingested pain relief product launches, 2008-14
                                                                                                        • Noningested pain relievers promise to work fast, last long
                                                                                                          • Alternative formats appeal to external users
                                                                                                          • Marketing Strategies

                                                                                                            • Overview of the brand landscape
                                                                                                              • Doing good to feel good
                                                                                                                • Sports-related pain
                                                                                                                  • Figure 33: Tough Mudder promotion
                                                                                                                • Relieving pain fast
                                                                                                                  • Figure 34: Excedrin, fast fixes for your home and office
                                                                                                                • Getting back to normal
                                                                                                                • Social Media

                                                                                                                  • Key points
                                                                                                                    • Market overview
                                                                                                                      • Key social media metrics
                                                                                                                        • Figure 35: Key performance indicators, selected analgesic brands, April 21, 2013-April 20, 2014
                                                                                                                      • Brand usage and awareness
                                                                                                                          • Figure 36: Brand usage and awareness of analgesic brands, March 2014
                                                                                                                        • Interaction with brands
                                                                                                                          • Figure 37: Interaction with analgesic brands, March 2014
                                                                                                                        • Leading Online Campaigns
                                                                                                                          • Online games and contests
                                                                                                                            • Celebrity endorsements
                                                                                                                              • What we think
                                                                                                                                • Online conversations
                                                                                                                                  • Figure 38: Online mentions, selected analgesic brands, May 5, 2013-May 4, 2014
                                                                                                                                • Where are people talking about analgesic brands?
                                                                                                                                  • Figure 39: Mentions by page type, selected analgesic brands, May 5, 2013-May 4, 2014
                                                                                                                                • What are people talking about online?
                                                                                                                                  • Figure 40: Mentions by topic of conversation, selected analgesic brands, May 5, 2013-May 4, 2014
                                                                                                                              • Product Usage

                                                                                                                                • Key points
                                                                                                                                  • Internal analgesic use most common, opportunities to expand external
                                                                                                                                      • Figure 41: OTC analgesic usage, by age, March 2014
                                                                                                                                    • Frequency of internal analgesic use increases with age
                                                                                                                                      • Figure 42: Frequency of headache and pain reliever use, by age, November 2012-December 2013
                                                                                                                                    • Opportunity to promote liquid shots to younger men
                                                                                                                                      • External users more likely to use both internal and external
                                                                                                                                        • Figure 43: OTC analgesic usage, by OTC analgesic usage, March 2014
                                                                                                                                    • Reasons for Using

                                                                                                                                      • Key points
                                                                                                                                        • OTC analgesic usage depends on pain type
                                                                                                                                          • Figure 44: Reasons used OTC analgesics, March 2014
                                                                                                                                        • Headaches and migraines prevalent among younger users
                                                                                                                                          • Opportunity to target menstrual pain relief
                                                                                                                                            • Aging population requires specific treatments
                                                                                                                                              • Figure 45: Reasons used OTC internal analgesics, by age, March 2014
                                                                                                                                          • Purchasing Habits

                                                                                                                                            • Key points
                                                                                                                                              • High brand loyalty among internal and external users
                                                                                                                                                • Figure 46: Purchase behaviors, March 2014
                                                                                                                                              • Older users brand loyal
                                                                                                                                                • Figure 47: Tylenol print ad
                                                                                                                                              • Acetaminophen concerns drive consumer education
                                                                                                                                                • Figure 48: Tylenol warning label
                                                                                                                                              • Younger users need a little more guidance
                                                                                                                                                • Figure 49: OTC analgesic purchase behaviors, by age, March 2014
                                                                                                                                            • Areas for Innovation

                                                                                                                                              • Key points
                                                                                                                                                • Working fast would influence most users to trial
                                                                                                                                                  • Figure 50: Interest in product innovations, by age, March 2014
                                                                                                                                                • Despite brand loyalty, external users could be enticed to switch
                                                                                                                                                  • Create more female-friendly external remedies
                                                                                                                                                    • Figure 51: Interest in product innovations, March 2014
                                                                                                                                                • Product Format

                                                                                                                                                  • Key points
                                                                                                                                                    • Convenience drives product format interest
                                                                                                                                                      • Figure 52: Usage of and interest in product formats, March 2014
                                                                                                                                                    • Younger users prefer more on the go, convenient formats
                                                                                                                                                      • Figure 53: Usage of product formats, by age, March 201
                                                                                                                                                    • External formats can appeal to both internal and external users
                                                                                                                                                      • Figure 54: Interest in trying product formats, by OTC analgesic usage, March 2014
                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                    • Key points
                                                                                                                                                      • Product usage differs from general population
                                                                                                                                                        • Figure 55: OTC analgesic usage, by race/Hispanic origin, March 2014
                                                                                                                                                      • Product claims could incite trial
                                                                                                                                                        • Figure 56: Interest in product innovations, by race/Hispanic origin, March 2014
                                                                                                                                                      • Black users brand loyal
                                                                                                                                                        • Education still needed among Hispanics
                                                                                                                                                          • Figure 57: OTC analgesic purchase behaviors, race/Hispanic origin, March 2014
                                                                                                                                                      • Appendix – Other Market Tables

                                                                                                                                                        • Demographics
                                                                                                                                                          • Figure 58: Population by age, 2009-19
                                                                                                                                                        • Retail channels
                                                                                                                                                          • Figure 59: Total US retail sales of OTC analgesics, by channel, at current prices, 2012 and 2014
                                                                                                                                                        • Innovations and innovators
                                                                                                                                                          • Figure 60: Ingested pain relief product launches, top claims, 2008-14
                                                                                                                                                          • Figure 61: Noningested pain relief product launches, top claims, 2008-14
                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                        • Brand usage – internal
                                                                                                                                                          • Figure 62: Brands of headache and pain relievers used, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                                          • Figure 63: Brands of headache and pain relievers used, by gender and age, November 2012-December 2013
                                                                                                                                                        • Brand usage – external
                                                                                                                                                          • Figure 64: Brands of nonprescription pain relieving rubs, liquids and wraps, October 2007-December 2013
                                                                                                                                                          • Figure 65: Brands of nonprescription pain relieving rubs, liquids and wraps, by gender and age, November 2012-December 2013
                                                                                                                                                        • Reasons for using
                                                                                                                                                          • Figure 66: Reasons used OTC analgesics, March 2014
                                                                                                                                                          • Figure 67: Reasons used OTC internal analgesics, by gender and age, March 2014
                                                                                                                                                        • Product usage
                                                                                                                                                          • Figure 68: OTC analgesic usage, by gender, March 2014
                                                                                                                                                          • Figure 69: OTC analgesic usage, by gender and age, March 2014
                                                                                                                                                          • Figure 70: OTC analgesic usage, by brand users, March 2014
                                                                                                                                                        • Ingredients
                                                                                                                                                          • Figure 71: Types of OTC internal analgesics used, by gender and age, March 2014
                                                                                                                                                        • Types of pain/reasons for using
                                                                                                                                                          • Figure 72: Reasons used OTC analgesics, March 2014
                                                                                                                                                          • Figure 73: Reasons used OTC internal analgesics, by gender and age, March 2014
                                                                                                                                                          • Figure 74: Reasons used OTC analgesics – Any OTC external analgesic users, by gender and age, March 2014
                                                                                                                                                        • Treating pain
                                                                                                                                                          • Figure 75: Ways to treat pain, by OTC analgesic usage, March 2014
                                                                                                                                                          • Figure 76: Ways to treat pain, by race/Hispanic origin, March 2014
                                                                                                                                                        • Purchasing habits
                                                                                                                                                          • Figure 77: Purchase behaviors, March 2014
                                                                                                                                                        • Areas for innovation
                                                                                                                                                          • Figure 78: Interest in product innovations, by purchase behaviors – Any OTC internal analgesic users, March 2014 (part 1)
                                                                                                                                                          • Figure 79: Interest in product innovations, by purchase behaviors – Any OTC internal analgesic users, March 2014 (part 2)
                                                                                                                                                          • Figure 80: Interest in product innovations, by gender and age, March 2014
                                                                                                                                                        • Product format
                                                                                                                                                          • Figure 81: Interest in product innovations – Have not used, but interested in trying, by gender and age, March 2014
                                                                                                                                                      • Appendix – Social Media

                                                                                                                                                        • Brand analysis
                                                                                                                                                          • Figure 82: Advil key social media indicators, May 2014
                                                                                                                                                          • Figure 83: Tylenol key social media indicators, May 2014
                                                                                                                                                          • Figure 84: Aleve key social media indicators, May 2014
                                                                                                                                                          • Figure 85: Excedrin key social media indicators, May 2014
                                                                                                                                                          • Figure 86: Bayer key social media indicators, May 2014
                                                                                                                                                        • Brand usage or awareness
                                                                                                                                                          • Figure 87: Brand usage or awareness, March 2014
                                                                                                                                                          • Figure 88: Tylenol usage or awareness, by demographics, March 2014
                                                                                                                                                          • Figure 89: Advil usage or awareness, by demographics, March 2014
                                                                                                                                                          • Figure 90: Bayer usage or awareness, by demographics, March 2014
                                                                                                                                                          • Figure 91: Motrin usage or awareness, by demographics, March 2014
                                                                                                                                                          • Figure 92: Excedrin usage or awareness, by demographics, March 2014
                                                                                                                                                          • Figure 93: Aleve usage or awareness, by demographics, March 2014
                                                                                                                                                        • Activities done
                                                                                                                                                          • Figure 94: Activities done, March 2014
                                                                                                                                                          • Figure 95: Tylenol – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
                                                                                                                                                          • Figure 96: Tylenol – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
                                                                                                                                                          • Figure 97: Tylenol – Activities done – I follow/like the brand on social media because…., by demographics, March 2014
                                                                                                                                                          • Figure 98: Tylenol – Activities done – I have researched the brand on social media to…., by demographics, March 2014
                                                                                                                                                          • Figure 99: Advil – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
                                                                                                                                                          • Figure 100: Advil – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
                                                                                                                                                          • Figure 101: Advil – Activities done – I follow/like the brand on social media because…., by demographics, March 2014
                                                                                                                                                          • Figure 102: Advil – Activities done – I have researched the brand on social media to…., by demographics, March 2014
                                                                                                                                                          • Figure 103: Bayer – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
                                                                                                                                                          • Figure 104: Bayer – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
                                                                                                                                                          • Figure 105: Bayer – Activities done – I have researched the brand on social media to…., by demographics, March 2014
                                                                                                                                                          • Figure 106: Motrin – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
                                                                                                                                                          • Figure 107: Motrin – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
                                                                                                                                                          • Figure 108: Motrin – Activities done – I have researched the brand on social media to…., by demographics, March 2014
                                                                                                                                                          • Figure 109: Excedrin – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
                                                                                                                                                          • Figure 110: Excedrin – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
                                                                                                                                                          • Figure 111: Excedrin – Activities done – I have researched the brand on social media to…., by demographics, March 2014
                                                                                                                                                          • Figure 112: Aleve – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
                                                                                                                                                          • Figure 113: Aleve – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
                                                                                                                                                          • Figure 114: Aleve – Activities done – I have researched the brand on social media to…., by demographics, March 2014
                                                                                                                                                      • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                          • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Bayer AG
                                                                                                                                                            • Bayer Corporation
                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                            • GlaxoSmithKline (USA)
                                                                                                                                                            • GlaxoSmithKline Plc
                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                            • Merck & Co. Inc.
                                                                                                                                                            • Novartis AG
                                                                                                                                                            • Pfizer Consumer Health Care Group (US)
                                                                                                                                                            • Sanofi-Aventis (USA)
                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                            Analgesics - US - June 2014

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