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OTC Analgesics - UK - July 2017

“A need to keep going at work is helping to keep the value of the category afloat, but it is increasingly under threat from consumers trading down to generic painkillers. Some adults are also turning to alternative methods of pain relief, potentially taking them away from buying OTC remedies, which suggests that brands could regain trust and engagement by promoting a more holistic approach to pain management.”

–    Lucy Cornford, Category Director – Personal Care

This report will cover the following areas:

  • Nurofen fall-out continues to echo
  • Promoting a holistic approach to pain management

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Keep calm and carry on working
                • Figure 1: Best- and worst-case forecast of UK value sales of OTC analgesics, 2012-22
              • Companies and brands
                • Nurofen struggles with negative publicity
                  • Figure 2: Brand shares in OTC analgesics, year to March 2017
                • Increased advertising spend and innovation benefit topical brands
                  • Innovation returns to the category
                    • Figure 3: New product launches in the OTC analgesics market, by launch type, January 2014-March 2017
                  • The consumer
                    • Oral remedies most sought
                      • Figure 4: Actions taken to deal with pain, April 2017
                    • Women most likely to use OTC analgesics
                      • Figure 5: Usage of OTC analgesics in the last 12 months, April 2017
                    • Men less prepared than women
                      • Figure 6: How OTC analgesics were obtained when last experiencing pain, April 2017
                    • Supermarkets lead buying locations
                      • Figure 7: Locations for buying OTC analgesics in the last 12 months, April 2017
                    • Consumers have low engagement with the category
                      • Figure 8: Purchase factors for OTC analgesics, April 2017
                    • Eating for better health
                      • Figure 9: Actions taken to stay healthy in last 12 months, April 2017
                    • What we think
                    • Issues and Insights

                      • Nurofen fall-out continues to echo
                        • The facts
                          • The implications
                            • Promoting a holistic approach to pain management
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Workers boost category value
                                    • Topical analgesics drive growth
                                      • Supermarkets are popular buying locations
                                        • Exercise as a trigger and a remedy
                                          • NHS eyes prescription cuts
                                            • Trial by media
                                            • Market Size and Forecast

                                              • Keep calm and carry on working
                                                • Figure 10: UK retail value sales of OTC analgesics, at current and constant prices, 2012-22
                                              • Slow and steady growth to 2022
                                                • Figure 11: Best- and worst-case forecast of UK value sales of OTC analgesics, 2012-22
                                              • Forecast methodology
                                              • Market Segmentation

                                                • Topical remedies continue to drive growth
                                                  • Figure 12: UK retail value sales of OTC analgesics, by segment, 2015-16
                                              • Channels to Market

                                                • Supermarkets remain popular buying locations
                                                  • Figure 13: UK retail value sales of OTC analgesics, by outlet type, 2015-16
                                                • Topical analgesics boost sales through ‘low cost’ channels
                                                • Market Drivers

                                                  • Benefits of an ageing population…
                                                    • Figure 14: Trends in the age structure of the UK population, 2012-22
                                                  • …could be outweighed by declining birth rate
                                                    • Figure 15: Total fertility rate (TFR) and number of lives births, England and Wales, 2010-15
                                                  • Employee sickness rates fall
                                                    • Figure 16: Employment and unemployment, by gender, 2011-21
                                                  • Dealing with stress
                                                    • Figure 17: Factors causing stress, by gender, November 2016
                                                  • Exercise as a trigger for pain…
                                                    • Figure 18: Trial and interest in trying selected healthy living trends*, by age, August 2016
                                                  • …and exercise as a remedy
                                                    • Eating for better health
                                                      • Figure 19: Reasons for eating healthily, November 2016
                                                    • NHS eyes up prescription cuts
                                                      • Painkillers in the media
                                                        • Rising concerns over side-effects of oral analgesics
                                                          • ‘Misleading’ Nurofen claims spur negative publicity
                                                            • Figure 20: Screenshot of Nurofen Joint & Back advert, 2016
                                                          • Online prescription risk could increase interest in OTC remedies
                                                          • Companies and Brands – What You Need to Know

                                                            • Nurofen struggles with negative publicity
                                                              • Increased advertising spend and innovation benefit topical brands
                                                                • Innovation returns to the category
                                                                  • Recorded advertising spend sees an uplift in 2016
                                                                  • Market Share

                                                                    • Nurofen value slips
                                                                      • Figure 21: Retail value sales of all OTC analgesics, by brand, years ending March, 2016 and 2017
                                                                    • Voltarol bounces back
                                                                      • Deep Heat benefits from roll-on launch
                                                                      • Launch Activity and Innovation

                                                                        • Innovation returns to the category
                                                                          • Figure 22: New product launches in the OTC analgesics market, by launch type, January 2014-March 2017
                                                                          • Figure 23: Examples of OTC analgesics launches with New Product or New Variety/Range Extension launch type, 2016
                                                                        • Own-label resurgence
                                                                          • Figure 24: New product launches in the OTC analgesics market, own-label vs branded, January 2014-March 2017
                                                                          • Figure 25: Examples of own-label launches in the UK OTC analgesics market, 2016
                                                                        • Tablet NPD increases
                                                                          • Figure 26: New product launches in the OTC analgesics market, by format type, January 2014-March 2017
                                                                        • Room for innovation in oral analgesics
                                                                          • Figure 27: Combogesic tablets (Thornton & Ross), 2016
                                                                        • Fighting the demon sugar
                                                                          • Figure 28: Top 10 fastest growing product positioning claims in the OTC analgesics market, 2015-16
                                                                          • Figure 29: Examples of new launches in the UK OTC analgesics market positioned for children, 2016
                                                                        • A fragmented market
                                                                          • Figure 30: New product launches in the OTC analgesics market, by top six ultimate companies and other, 2016
                                                                      • Advertising and Marketing Activity

                                                                        • 2016 adspend surges
                                                                          • Figure 31: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, January 2014-March 2017
                                                                        • Spend on outdoor advertising grows
                                                                          • Figure 32: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by media type, January 2014-March 2017
                                                                        • RB and GSK fight for top spot
                                                                            • Figure 33: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by top advertisers and other, January 2015-March 2017
                                                                          • Nielsen Ad Intel coverage
                                                                          • The Consumer – What You Need to Know

                                                                            • Oral remedies most sought
                                                                              • Pressure on NHS dentists provides opportunities for brands
                                                                                • The benefits of a holistic approach to back pain
                                                                                  • Potential for analgesics brands to increase image of responsibility
                                                                                    • Women most likely to use OTC analgesics
                                                                                      • Presence of children could have an impact on product choice
                                                                                        • Supermarkets lead buying locations
                                                                                          • Consumers have low engagement with the category
                                                                                          • Dealing with Head Pains

                                                                                            • Oral remedies ease head pains
                                                                                              • Figure 34: Actions taken to deal with head-related pains, April 2017
                                                                                            • Dental pain sufferers seek out professional help
                                                                                            • Dealing with Musculoskeletal and Period Pains

                                                                                              • A mixed bag of treatments for musculoskeletal pain
                                                                                                • Figure 35: Actions taken to deal with musculoskeletal pains, April 2017
                                                                                              • Seniors prefer to keep moving
                                                                                                • Preventing muscle pain in young adults
                                                                                                  • Menstrual/period pain
                                                                                                    • Figure 36: Actions taken to deal with period pain, by age, April 2017
                                                                                                • Usage of OTC Analgesics

                                                                                                  • Women most likely to use analgesics
                                                                                                    • Figure 37: Usage of OTC analgesics in the last 12 months, by gender, April 2017
                                                                                                  • Paracetamol and ibuprofen most popular painkillers
                                                                                                    • Presence of children influences product choice
                                                                                                    • Buying OTC Analgesics

                                                                                                      • Men less prepared
                                                                                                        • Figure 38: How OTC analgesics were obtained when last experiencing pain, by gender, April 2017
                                                                                                      • Experience breeds preparedness
                                                                                                        • Buying ahead leads to more supermarket purchases
                                                                                                          • Figure 39: Locations for buying OTC analgesics in the last 12 months, April 2017
                                                                                                        • Low engagement with the category
                                                                                                          • Figure 40: Purchase factors for OTC analgesics, by gender, April 2017
                                                                                                        • Potential for more convenient liquid analgesics
                                                                                                        • Actions Taken to Stay Healthy

                                                                                                          • Healthy eating comes to the fore
                                                                                                            • Figure 41: Actions taken to stay healthy in last 12 months, April 2017
                                                                                                          • Health check-ups for younger adults
                                                                                                            • Figure 42: Selected actions taken to stay healthy in last 12 months, by age, April 2017
                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                            • Abbreviations
                                                                                                              • Consumer research methodology
                                                                                                                • Forecast methodology
                                                                                                                • Appendix – The Market

                                                                                                                    • Figure 43: Best- and worst-case forecast of UK value sales of OTC adult oral analgesics, 2012-22
                                                                                                                    • Figure 44: Best- and worst-case forecast of UK value sales of OTC paediatric analgesics, 2012-22
                                                                                                                    • Figure 45: Best- and worst-case forecast of UK value sales of OTC topical analgesics, 2012-22
                                                                                                                • Appendix – Companies and Brands

                                                                                                                    • Figure 46: Retail value sales of OTC oral analgesics for adults (excluding oral lesion and toothache analgesics), by brand, years ending March, 2016 and 2017
                                                                                                                    • Figure 47: Retail value sales of OTC paediatric analgesics, by brand, years ending March, 2016 and 2017
                                                                                                                    • Figure 48: Retail value sales of OTC oral lesion and toothache analgesics, by brand, years ending March, 2016 and 2017
                                                                                                                    • Figure 49: Retail value sales of OTC topical analgesics, by brand, years ending March, 2016 and 2017

                                                                                                                Companies Covered

                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                OTC Analgesics - UK - July 2017

                                                                                                                US $2,648.76 (Excl.Tax)