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Arthritis - US - February 2011

Some 50 million Americans 18 and older had arthritis in 2009, and this number is expected to grow to 67 million by 2030. As arthritis is currently incurable, companies that offer products/services that alleviate pain can enjoy robust growth for the future. This report provides businesses with the insights needed to capitalize on these opportunities, including:

  • Trends in the market affecting the sale of arthritis products
  • How the nature of arthritis pain changes with age, and products suited to these demographics
  • The psyche of the arthritis sufferer, and how companies can position products to speak to those with the disease
  • Types of products arthritis sufferers are using to manage pain and brand extensions that might appeal
  • Steps Americans are taking (and not taking) to delay/prevent the onset of the disease

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Table of contents

  1. Scope and Themes

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

                      • Snapshot of arthritis
                        • Conditions that exacerbate arthritis
                          • Sales of arthritis-specific internal analgesics decline, while external analgesic rubs grow
                            • The body of the arthritis sufferer: different parts hurt with age
                              • Impact of arthritis on lifestyles
                                • How arthritis sufferers manage their pain
                                  • How arthritis sufferers are not managing their pain
                                    • Interest in future treatment
                                      • Preventing arthritis
                                      • Insights and Opportunities

                                        • Arthritis-specific pain medication
                                          • Going natural
                                            • Appealing to women
                                              • Reaching Boomers
                                                • Topical creams for body parts
                                                  • Meditation as medication
                                                    • Alternate ingredients
                                                      • Ginger oil for arthritis relief
                                                        • The natural/herbal appeal
                                                        • Inspire Insights

                                                            • Trend: Rebuilding Trust
                                                              • Arthritis sufferers become more cynical with age
                                                                • Building trust through marketing
                                                                • Arthritis Statistics

                                                                  • Key points
                                                                    • Snapshot of the arthritis sufferer
                                                                      • A closer look at arthritis
                                                                          • Figure 1: Most common arthritic conditions, 2008
                                                                        • Arthritis and children
                                                                        • Market Drivers

                                                                          • Key points
                                                                            • An aging (and arthritic) America
                                                                              • Figure 2: Population by age, 2006-16
                                                                              • Figure 3: Adults aged 18+ with doctor-diagnosed arthritis, by age, 2009
                                                                            • Obesity and arthritis
                                                                              • Figure 4: Prevalence of doctor-diagnosed arthritis among adults, by weight classification, 2009
                                                                              • Figure 5: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1988-2006
                                                                            • Arthritis and inactivity
                                                                              • Figure 6: Prevalence of doctor-diagnosed arthritis among adults, by physical activity level, 2009
                                                                              • Figure 7: Percentage of Americans participating in regular physical activity, by age, 1998, 2006, and 2007
                                                                          • FDMx sales of Arthritis-Specific Analgesics

                                                                              • Key points
                                                                                • Growth of private label and product recalls depress sales of analgesics
                                                                                    • Figure 8: Arthritis-specific and total analgesic sales at FDMx, 2009-10
                                                                                  • Sales of arthritis-specific analgesics
                                                                                    • Figure 9: FDMx sales of arthritis-specific analgesics in the U.S., 2009 and 2010
                                                                                • Glucosamine Supplements in the Natural Channel

                                                                                    • Key points
                                                                                      • Glucosamine supplements face marketing challenges
                                                                                        • Sales of glucosamine supplements in the natural channel
                                                                                          • Figure 10: Natural supermarket sales of glucosamine supplements, at current prices, 2008-10
                                                                                          • Figure 11: Natural supermarket sales of glucosamine supplements, at inflation-adjusted prices, 2008-10
                                                                                      • Innovation and Innovators

                                                                                        • Overview
                                                                                          • Creams with exotic ingredients
                                                                                            • Beyond creams—innovative delivery methods
                                                                                              • Functional drinks
                                                                                              • Brands and the Advertising Landscape

                                                                                                • Overview of the brand landscape
                                                                                                  • Brand analysis—Simponi
                                                                                                    • TV presence
                                                                                                        • Figure 12: Simponi, television ad, 2010
                                                                                                      • Online initiatives
                                                                                                        • Brand analysis—ENBREL
                                                                                                          • Online initiatives
                                                                                                            • TV presence
                                                                                                              • Figure 13: ENBREL, television ad, 2010
                                                                                                              • Figure 14: RealRALiving.com, television ad, 2010
                                                                                                          • Arthritis Sufferers

                                                                                                            • Key points
                                                                                                              • With age comes arthritis
                                                                                                                • Figure 15: Incidence of any arthritis, by age, October 2010
                                                                                                              • Females more likely to have OA
                                                                                                                • Figure 16: Incidence of arthritis and other arthritic ailments, by gender, October 2010
                                                                                                              • Less affluent more likely to have OA
                                                                                                                • Figure 17: Incidence of arthritis and other arthritic ailments, by household income, October 2010
                                                                                                              • Less affluent more likely to have severe symptoms
                                                                                                                • Figure 18: Degree of severity of diagnosed arthritis, by household income, April 2009-June 2010
                                                                                                            • Understanding Arthritis

                                                                                                              • Key points
                                                                                                                • Dissatisfaction abounds
                                                                                                                  • Figure 19: Understanding arthritis, by age, October 2010
                                                                                                              • Areas Affected

                                                                                                                • Key points
                                                                                                                  • Knees, hands, and hips hurt
                                                                                                                    • Figure 20: Location of arthritis, by gender, October 2010
                                                                                                                  • Knees and hands for older respondents; feet and wrists for younger
                                                                                                                    • Figure 21: Location of arthritis, by age, October 2010
                                                                                                                  • Impact of arthritis location on treatment selection
                                                                                                                    • Figure 22: Treatments used, by location of arthritis—upper body, October 2010
                                                                                                                    • Figure 23: Treatments used, by location of arthritis—lower body, October 2010
                                                                                                                • Limitations

                                                                                                                  • Key points
                                                                                                                    • Arthritis limits exercise, outdoor activities, and more
                                                                                                                      • Figure 24: Limitations from arthritis, by gender, October 2010
                                                                                                                    • Younger Boomers most likely to report limitations
                                                                                                                      • Figure 25: Limitations from arthritis, by age, October 2010
                                                                                                                    • More affluent struggle with work
                                                                                                                      • Figure 26: Limitations from arthritis, by household income, October 2010
                                                                                                                  • Treatment Options Being Used

                                                                                                                    • Key points
                                                                                                                      • Aspirin, range-of-motion exercises, and heat/ice packs most popular
                                                                                                                        • Figure 27: Summary of treatment options, October 2010
                                                                                                                      • Women with arthritis use a range of products
                                                                                                                        • Figure 28: Treatment options currently using, by gender, October 2010
                                                                                                                      • Younger arthritis sufferers more likely to use nearly all products
                                                                                                                        • Figure 29: Treatment options currently using, by age, October 2010
                                                                                                                      • Women and over-65s more likely to use rubs, liquids, and wraps
                                                                                                                        • Figure 30: Incidence of use of rubs/liquids/wraps for arthritis pain, by gender, April 2009-June 2010
                                                                                                                        • Figure 31: Incidence of use of rubs/liquids/wraps for arthritis pain, by age, April 2009-June 2010
                                                                                                                      • Rubs, liquids, wraps popular with less affluent
                                                                                                                        • Figure 32: Incidence of use of rubs/liquids/wraps for arthritis pain, by household income, April 2009-June 2010
                                                                                                                      • More-affluent respondents use prescription drugs for RA
                                                                                                                        • Figure 33: Drugs used, by household income, April 2009-June 2010
                                                                                                                    • Treatment Options Never Used

                                                                                                                      • Key points
                                                                                                                        • Treatment methods get short shrift
                                                                                                                          • Figure 34: Treatment options never used, by gender, October 2010
                                                                                                                        • Older respondents with arthritis more likely to have not used treatment methods
                                                                                                                          • Figure 35: Treatment options never used, by age, October 2010
                                                                                                                      • Interest in Future Treatment

                                                                                                                        • Key points
                                                                                                                          • Natural remedies have the most interest
                                                                                                                              • Figure 36: Summary of interest in trying treatment methods, among nonusers, October 2010
                                                                                                                            • Men and women want different things to treat their arthritis
                                                                                                                              • Figure 37: Interest in trying treatment methods, among nonusers, by gender, October 2010
                                                                                                                            • Younger arthritis sufferers more likely to be interested in other products
                                                                                                                              • Figure 38: Interest in trying treatment methods, among nonusers, by age, October 2010
                                                                                                                          • Information Seeking

                                                                                                                            • Key points
                                                                                                                              • Arthritis sufferers like conventional sources
                                                                                                                                • Figure 39: Information source rating summary, October 2010
                                                                                                                              • Few differences by gender, men shown to slightly favor doctors
                                                                                                                                • Figure 40: Information sources considered very good/good, by gender, October 2010
                                                                                                                              • Younger arthritis sufferers have more positive attitudes toward information sources
                                                                                                                                • Figure 41: Information sources considered very good/good, by age, October 2010
                                                                                                                            • Prevention

                                                                                                                                • Key points
                                                                                                                                  • Few worry, but far more at risk
                                                                                                                                    • Figure 42: Not diagnosed, but concerned about, arthritis and other arthritic ailments, by gender, October 2010
                                                                                                                                  • Women and respondents 55+ taking preventive measures
                                                                                                                                    • Figure 43: Preventive measures among those not diagnosed but concerned, by gender and age, October 2010
                                                                                                                                  • More affluent taking steps to prevent/delay arthritis
                                                                                                                                    • Figure 44: Preventive measures among those not diagnosed but concerned, by household income, October 2010
                                                                                                                                • Race and Hispanic Origin

                                                                                                                                  • Key points
                                                                                                                                    • Likelihood of self-reporting arthritis shows little difference by race/Hispanic origin
                                                                                                                                      • Figure 45: Ailments, by race and Hispanic origin, April 2009-June 2010
                                                                                                                                    • Pain management through pills and rubs
                                                                                                                                      • Figure 46: Incidence of use of pain relievers for arthritis pain, by race and Hispanic origin, April 2009-June 2010
                                                                                                                                      • Figure 47: Incidence of use of rubs/liquids/wraps for arthritis pain, by race and Hispanic origin, April 2009-June 2010
                                                                                                                                  • Cluster Analysis

                                                                                                                                      • Severe Sufferers
                                                                                                                                        • Characteristics
                                                                                                                                          • Opportunity
                                                                                                                                            • Moderate Limitations
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunity
                                                                                                                                                  • Not-so-Bads
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Cluster characteristics
                                                                                                                                                          • Figure 48: Arthritis clusters, October 2010
                                                                                                                                                          • Figure 49: Incidence of arthritis and other arthritic ailments, by arthritis clusters, October 2010
                                                                                                                                                          • Figure 50: Limitations as a result of arthritis, by arthritis clusters, October 2010
                                                                                                                                                          • Figure 51: Understanding arthritis, by arthritis clusters, October 2010
                                                                                                                                                        • Cluster demographics
                                                                                                                                                          • Figure 52: Arthritis clusters, by gender, October 2010
                                                                                                                                                          • Figure 53: Arthritis clusters, by age, October 2010
                                                                                                                                                          • Figure 54: Arthritis clusters, by household income, October 2010
                                                                                                                                                          • Figure 55: Arthritis clusters, by race/Hispanic origin, October 2010
                                                                                                                                                        • Cluster methodology
                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                          • More-affluent women with arthritis use more treatments
                                                                                                                                                              • Figure 56: Treatment options currently using, by gender and household income, October 2010
                                                                                                                                                            • Affluent females with arthritis like their information sources
                                                                                                                                                              • Figure 57: Information sources considered very good/good, by gender and household income, October 2010
                                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                                            • OA and gout come with age
                                                                                                                                                              • Figure 58: Incidence of arthritis and other arthritic ailments, by age, October 2010
                                                                                                                                                            • Whites more likely to have OA
                                                                                                                                                              • Figure 59: Incidence of arthritis and other arthritic ailments, by race and Hispanic origin, October 2010
                                                                                                                                                            • More-affluent respondents use more treatment methods
                                                                                                                                                              • Figure 60: Treatment options currently using, by household income, October 2010
                                                                                                                                                            • Living in the Northeast and West and using more treatment options
                                                                                                                                                              • Figure 61: Treatment options currently using, by census region, October 2010
                                                                                                                                                            • More-affluent respondents with arthritis more interested in options
                                                                                                                                                              • Figure 62: Interest in trying treatment methods, among nonusers, by household income. October 2010
                                                                                                                                                            • Less affluent and with arthritis more likely to have never tried alternatives
                                                                                                                                                              • Figure 63: Treatment options never used, by household income, October 2010
                                                                                                                                                            • Living in the Midwest and less likely to use products to treat arthritis
                                                                                                                                                              • Figure 64: Treatment options never used, by census region, October 2010
                                                                                                                                                            • In the Northeast and seeking out information
                                                                                                                                                              • Figure 65: Information sources considered very good/good, by census region, October 2010
                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                            Companies Covered

                                                                                                                                                            • American Academy of Orthopaedic Surgeons (AAOS)
                                                                                                                                                            • American Chronic Pain Association (ACPA)
                                                                                                                                                            • American College of Rheumatology (ACR)
                                                                                                                                                            • American Medical Association (AMA)
                                                                                                                                                            • American Pain Foundation
                                                                                                                                                            • Arthritis Foundation
                                                                                                                                                            • Avon USA
                                                                                                                                                            • Bristol-Myers Squibb Company
                                                                                                                                                            • Centers for Disease Control and Prevention
                                                                                                                                                            • Chattem, Inc.
                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                            • GNC Corporation
                                                                                                                                                            • Johns Hopkins Arthritis Center
                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                            • National Institutes of Health
                                                                                                                                                            • Pfizer Inc
                                                                                                                                                            • Schiff Nutrition International, Inc.
                                                                                                                                                            • Sunny Delight Beverages Company
                                                                                                                                                            • The New York Times Company
                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                            • Washington Post Company (The)
                                                                                                                                                            • Whole Foods Market Inc
                                                                                                                                                            • Women's Wear Daily (WWD)
                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                            Arthritis - US - February 2011

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