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OTC External Analgesics - US - October 2011

Category sales for OTC external analgesics have recovered to pre-recession levels, and a number of factors are in place to drive greater growth: an aging population, rising arthritis rates, trends in self-care, and more. This is a time of considerable opportunity, and this report explores the growth in this market, exploring key topics including:

  • An overview of the category, including tactics used by market leaders like Salonpas
  • Characteristics of successful products, including organic ingredients and multiple-usage products
  • Demographic groups interested in purchasing rubs and wraps, and specific tactics for reaching them, such as product giveaways at sporting events
  • Brand qualities that will appeal to users of OTC external analgesics, and to demographics not using these products
  • New product ideas, such as stylish packaging to appeal to specific demographics

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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

                      • Category snapshot: OTC external analgesics returning to health
                        • Segment and brand snapshot
                          • Tout safety and give away product samples to increase usage
                            • Word of mouth drives usage
                              • A market opportunity for stylish designs
                                • Winning over non-users
                                • Insights and Opportunities

                                  • Niche products hold big opportunities
                                    • Key product benefits to leverage: safety and site-specific
                                      • Figure 1: Use of rubs/wraps compared to past, by gender, June-July 2011
                                    • Other tactics you can use
                                    • Inspire Insights

                                        • Trend: Life Coaching
                                          • What it’s about
                                            • Help me help myself
                                              • Trend: Free From
                                                • What it’s about
                                                  • Eliminating pill interaction concerns
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Sales return to prerecession levels
                                                        • Sales and forecast of OTC external analgesics
                                                          • Figure 2: U.S. FDMx sales and forecast of OTC external analgesics, at current prices, 2006-16
                                                          • Figure 3: U.S. FDMx sales and forecast of OTC external analgesics, at inflation-adjusted prices, 2006-16
                                                        • Innovation tilts toward OTC external analgesics
                                                          • Figure 4: Share of OTC analgesic new product launches, by product type—internal vs. external, 2005-11
                                                        • Fan chart forecast
                                                            • Figure 5: FDMx sales and fan chart forecast of OTC external analgesics, at current prices, 2006-16
                                                          • Walmart sales
                                                          • Market Drivers

                                                            • Key points
                                                              • Aching with age
                                                                • Figure 6: Joint pain in the past 30 days, adults aged 18+, 2002-09
                                                                • Figure 7: Population by age, 2006-16
                                                              • Arthritis on the rise
                                                                  • Figure 8: Percentage of Americans with arthritis, by gender, age, and ethnicity, 2007-09
                                                                • A closer look at arthritis
                                                                  • Figure 9: Most common arthritic conditions, 2008
                                                                • Obesity, arthritis, and pain
                                                                  • Figure 10: Overweight and obesity rates, 1988-2008
                                                                  • Figure 11: Prevalence of doctor-diagnosed arthritis among adults, by weight classification, 2010
                                                                • Diabetes causes aching feet
                                                                  • Figure 12: Overweight and obesity among adults, by gender, age, and race, 1998-2008
                                                                • Exercise on the rise
                                                                  • Figure 13: Percentage of Americans exercising for 30 minutes a week, 2008-10
                                                                • Self-treating to save money
                                                                  • Figure 14: Type of health insurance coverage for persons aged <65, 1997-2009
                                                              • Competitive Context

                                                                • OTC internal analgesics pose the biggest threat
                                                                  • Figure 15: Concerns about side effects, by gender, June-July 2010
                                                                • Natural alternatives
                                                                  • Figure 16: Attitudes toward homeopathic remedies, December 2010
                                                                • “Chilling out” and using home treatments
                                                                  • Figure 17: Alternatives to analgesics, by age, June-July 2010
                                                                  • Figure 18: Reasons for not using OTC external analgesics, by age, June-July 2011
                                                              • Segment Performance

                                                                • Key points
                                                                  • Rubs dominate category
                                                                    • Sales of OTC external analgesics, by segment, 2010-11
                                                                      • Figure 19: U.S. FDMx sales of OTC external analgesics, by type, 2010-11
                                                                  • Segment Performance—External Analgesic Rubs

                                                                    • Key points
                                                                      • Segment sales power ahead
                                                                        • Sales and forecast of OTC external analgesic rubs
                                                                          • Figure 20: U.S. FDMx sales of external analgesic rubs, at current prices, 2006-16
                                                                      • Segment Performance—Heating and Cooling Wraps/Packs

                                                                        • Key points
                                                                          • Healthy growth for wraps since 2009
                                                                            • Sales and forecast of OTC external analgesic wraps
                                                                              • Figure 21: U.S. FDMx sales and forecast of OTC external analgesic wraps, at current prices, 2006-16
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Drug stores are the channel of choice
                                                                                • Sales of OTC external analgesics, by channel
                                                                                  • Figure 22: U.S. retail sales of OTC external analgesics, by channel, 2010-11
                                                                              • Retail Channels—Drug Stores

                                                                                • Key points
                                                                                  • Sales at drug stores grow
                                                                                    • The pharmacist knows best
                                                                                      • Drug store sales of OTC external analgesics
                                                                                        • Figure 23: U.S. drug store sales of OTC external analgesics, at current prices, 2006-11
                                                                                    • Retail Channels—Other FDMx

                                                                                      • Key points
                                                                                        • Sales recovering but still below prerecession levels
                                                                                          • Other FDMx sales of OTC external analgesics
                                                                                            • Figure 24: U.S. other FDMx store sales of OTC external analgesics, at current prices, 2006-11
                                                                                        • Retail Channels—Natural Supermarkets

                                                                                          • Key points
                                                                                            • Success in topical analgesics
                                                                                              • Sales of external analgesics in the natural channel
                                                                                                • Figure 25: Natural supermarket sales of external analgesics, at current prices, 2009-11
                                                                                                • Figure 26: Natural supermarket sales of external analgesics, at inflation-adjusted prices, 2009-11
                                                                                              • Natural channel sales by segment
                                                                                                • Figure 27: Natural supermarket sales of OTC external analgesics, by segment, 2009-11
                                                                                            • Brand Share—External Analgesic Rubs

                                                                                              • Key points
                                                                                                • Precise and Salonpas are big winners
                                                                                                  • Chattem remains segment leader but suffers uneven sales
                                                                                                    • Manufacturer and brand sales of external analgesics rubs
                                                                                                      • Figure 28: Select U.S. FDMx brand sales and market share of external analgesics rubs, 2010-11
                                                                                                  • Brand Share—Heating and Cooling Wraps/Packs

                                                                                                    • Key points
                                                                                                      • Sales growth for Tylenol Precise and Bed Buddy
                                                                                                        • Private label threatens branded products
                                                                                                          • Manufacturer and brand sales of heat/ice packs
                                                                                                            • Figure 29: Select U.S. FDMx brand sales and market share of heat/ice packs, 2010-11
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • Chattem is the category leader
                                                                                                              • Johnson & Johnson’s Tylenol Precise drives growth
                                                                                                                • Manufacturer sales of external analgesic products
                                                                                                                  • Figure 30: Select U.S. FDMx manufacturer sales of external analgesic products, 2010-11
                                                                                                                • Private label new product introductions
                                                                                                                  • Figure 31: New OTC External analgesic launches, by product type—branded vs. private label, 2005-11
                                                                                                                  • Figure 32: Store brand product efficacy, by gender, June–July 2011
                                                                                                              • Innovations and Innovators

                                                                                                                • Overview
                                                                                                                  • Figure 33: Top 10 claims of new OTC external analgesic product launches, 2005-11
                                                                                                                • Salonpas wins converts
                                                                                                                  • Rubs and wraps for specific ailments
                                                                                                                    • Figure 34: Rubs and wraps for specific indications, September 2010-July 2011
                                                                                                                  • Exotic ingredients
                                                                                                                    • Serious athletes
                                                                                                                      • Innovative delivery methods
                                                                                                                      • Marketing Strategies

                                                                                                                        • Overview of the brand landscape
                                                                                                                          • Brand analysis: BENGAY
                                                                                                                            • The serious side
                                                                                                                              • The humorous side
                                                                                                                                • Figure 35: BENGAY, television ad, 2011
                                                                                                                                • Figure 36: BENGAY, television ad, 2011
                                                                                                                                • Figure 37: Brand analysis of BENGAY, 2011
                                                                                                                              • Brand analysis: Icy Hot
                                                                                                                                • The empathic side
                                                                                                                                  • The determined side
                                                                                                                                    • Figure 38: Icy Hot, television ad, 2011
                                                                                                                                    • Figure 39: Brand analysis of Icy Hot, 2011
                                                                                                                                  • Brand analysis: Salonpas
                                                                                                                                      • Figure 40: Salonpas, television ad, 2011
                                                                                                                                      • Figure 41: Brand analysis of Salonpas, 2011
                                                                                                                                    • Other interesting initiatives
                                                                                                                                      • ThermaCare
                                                                                                                                        • Tylenol Precise
                                                                                                                                          • Other brands
                                                                                                                                          • Analgesic Usage

                                                                                                                                            • Key points
                                                                                                                                              • Women more likely than men to use all analgesics
                                                                                                                                                  • Figure 42: Analgesic usage, by gender, June-July 2011
                                                                                                                                                • 18-44s more likely to use OTC heat and ice wraps
                                                                                                                                                    • Figure 43: Analgesic usage, by age, June-July 2011
                                                                                                                                                  • Ointments most popular form
                                                                                                                                                    • Figure 44: Types of external analgesics used, by gender, February 2010-March 2011
                                                                                                                                                • Demographic Profile

                                                                                                                                                  • Key points
                                                                                                                                                    • Little difference between those who do and don’t use OTC external analgesics
                                                                                                                                                      • Figure 45: Demographic profile of all respondents vs. OTC external analgesic users, June-July 2011
                                                                                                                                                  • Product Comparisons

                                                                                                                                                    • Key points
                                                                                                                                                      • Rubs/wraps safer than other medicines
                                                                                                                                                          • Figure 46: Product comparisons, by analgesic type, June-July 2011
                                                                                                                                                        • Rubs/wraps safer and better amongst OTC analgesic users
                                                                                                                                                          • Figure 47: Product comparisons, by analgesic type, among users of OTC external analgesics, June-July 2011
                                                                                                                                                        • The proof is in the using
                                                                                                                                                          • Figure 48: Product comparisons—pain relieving rubs/wraps, by all vs. OTC external analgesic users, June-July 2011
                                                                                                                                                      • Usage Comparison and Frequency of Use

                                                                                                                                                        • Key points
                                                                                                                                                          • 25-34s use the most rubs/wraps
                                                                                                                                                            • Figure 49: Pain relieving rubs/wraps frequency of use, by age, June-July 2011
                                                                                                                                                          • Usage compared to the past
                                                                                                                                                            • Figure 50: Usage of rubs/wraps compared to the past, by age, June-July 2011
                                                                                                                                                          • Rubs/wraps second line of defense
                                                                                                                                                            • Figure 51: Product use comparison, by gender, June-July 2011
                                                                                                                                                          • 18-34s more likely to use rubs/wraps most of the time
                                                                                                                                                            • Figure 52: Product use comparison, by age, June-July 2011
                                                                                                                                                          • Those who agree OTC external analgesics are longer lasting are more likely to use these products all of the time
                                                                                                                                                            • Figure 53: Product use comparison, all users vs. those who think OTC external analgesics are longer lasting, June-July 2011
                                                                                                                                                        • Pain Medication Selection

                                                                                                                                                          • Key points
                                                                                                                                                            • Recommendations important to those who use pain medication
                                                                                                                                                              • Figure 54: Pain medication selection, by all vs. OTC external analgesic users, June-July 2011
                                                                                                                                                            • Women buy for symptoms and price
                                                                                                                                                              • Figure 55: Pain medication selection among OTC external analgesic users, by gender, June-July 2011
                                                                                                                                                            • 18-34s turn to friends
                                                                                                                                                              • Figure 56: Pain medication selection among OTC external analgesic users, by age, June-July 2011
                                                                                                                                                            • Recommendations carry a lot of weight
                                                                                                                                                              • Figure 57: Pain medication selection among OTC external analgesic users, by select product selection habits, June-July 2011
                                                                                                                                                          • Reasons for Using Pain Relieving Rubs and Wraps

                                                                                                                                                            • Key points
                                                                                                                                                              • Men using wraps because of exercise, women for back pain
                                                                                                                                                                  • Figure 58: Reasons for using pain relieving rubs and wraps, by gender, June-July 2011
                                                                                                                                                                • 18-34s using rubs/wraps for sore muscles, aged 55+ for arthritis
                                                                                                                                                                    • Figure 59: Reasons for using pain relieving rubs and wraps, by age, June–July 2011
                                                                                                                                                                  • More affluent using rubs/wraps for exercise injuries and headaches
                                                                                                                                                                    • Figure 60: Reasons for using pain relieving rubs and wraps, by household income, June-July 2011
                                                                                                                                                                • Product Qualities

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Style for women, scents for men
                                                                                                                                                                      • Figure 61: Product qualities attitudes and interests, by gender, June-July 2011
                                                                                                                                                                    • 18-44s want more stylish designs
                                                                                                                                                                      • Figure 62: Product qualities attitudes and interests, by age, June-July 2011
                                                                                                                                                                  • Non-Users

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Women don’t like the smell, men have no need
                                                                                                                                                                        • Figure 63: Reasons for not using OTC external analgesics, by gender, June-July 2011
                                                                                                                                                                      • Aged 65+: they don’t work as well
                                                                                                                                                                        • Figure 64: Reasons for not using OTC external analgesics, by age, June-July 2011
                                                                                                                                                                      • Most affluent use ice and heating pads
                                                                                                                                                                        • Figure 65: Reasons for not using OTC external analgesics, by household income, June-July 2011
                                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Hispanics more likely to use rubs and wraps
                                                                                                                                                                          • Figure 66: Analgesic usage, by race/Hispanic origin, June-July 2011
                                                                                                                                                                        • Blacks and Hispanics more likely to use ointments
                                                                                                                                                                          • Figure 67: Types of OTC external analgesics used, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                                                        • Blacks look for products that fit their symptoms
                                                                                                                                                                          • Figure 68: Pain medication selection among OTC external analgesic users, by race/Hispanic origin, June-July 2011
                                                                                                                                                                        • Blacks more interested in stylish designs
                                                                                                                                                                          • Figure 69: Product qualities attitudes and interests, by race/Hispanic origin, June-July 2011
                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                          • Internalists
                                                                                                                                                                            • Demographics
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • External Promoters
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Indifferents
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                                                    • Figure 70: OTC external analgesic clusters, July 2011
                                                                                                                                                                                                    • Figure 71: OTC analgesic usage, by clusters, July 2011
                                                                                                                                                                                                    • Figure 72: OTC analgesic product attributes, by target clusters, July 2011
                                                                                                                                                                                                    • Figure 73: Factors in product selection, by target clusters, July 2011
                                                                                                                                                                                                    • Figure 74: Use of wraps vs. other pain relievers, by clusters, July 2011
                                                                                                                                                                                                    • Figure 75: Frequency of using pain relieving rubs/wraps, by clusters, July 2011
                                                                                                                                                                                                    • Figure 76: Reasons for using pain relieving rubs/wraps, by clusters, July 2011
                                                                                                                                                                                                    • Figure 77: Attitudes toward pain relieving rubs/wraps, by clusters, July 2011
                                                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                                                    • Figure 78: External analgesic clusters, by gender, July 2011
                                                                                                                                                                                                    • Figure 79: External analgesic clusters, by age, July 2011
                                                                                                                                                                                                    • Figure 80: External analgesic clusters, by household income, July 2011
                                                                                                                                                                                                    • Figure 81: External analgesic clusters, by race/Hispanic origin, July 2011
                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                  • Custom Consumer Groups—Teens

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Females and 15-17s more likely to use headache and pain relieving medicines
                                                                                                                                                                                                          • Figure 82: Teen use of pain relieving products, by gender and age, October 2009-December 2010
                                                                                                                                                                                                        • Using headache and pain relieving medicines increases likelihood of using pain relieving wraps
                                                                                                                                                                                                            • Figure 83: Teen use of pain relieving products, by users of such products, October 2009-December 2010
                                                                                                                                                                                                        • SymphonyIRI Group Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                • Figure 84: Brand map, selected brands of external analgesic rubs buying rate, by household penetration, 2010
                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                  • Figure 85: Key purchase measures for the top brands of external analgesic rubs, by household penetration, 2010
                                                                                                                                                                                                              • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                • Younger respondents think wraps are better for you
                                                                                                                                                                                                                  • Figure 86: Product comparisons—pain relieving rubs/wraps, by age, June-July 2011
                                                                                                                                                                                                                • $100K+ more likely to use any analgesic
                                                                                                                                                                                                                  • Figure 87: Analgesic usage, by household income, June-July 2011
                                                                                                                                                                                                                • $100K+ use heat wraps and lotion
                                                                                                                                                                                                                  • Figure 88: Types of external analgesics used, by household income, February 2010-March 2011
                                                                                                                                                                                                                • More-affluent respondents research analgesics online
                                                                                                                                                                                                                  • Figure 89: Pain medication selection among OTC external analgesic users, by household income, June-July 2011
                                                                                                                                                                                                                • Income plays no role in desire for stylish products
                                                                                                                                                                                                                  • Figure 90: Product qualities attitudes and interests, by household income, June-July 2011
                                                                                                                                                                                                                • Whites more likely to use rubs and wraps every month or two
                                                                                                                                                                                                                  • Figure 91: Pain relieving rubs/wraps frequency of use, by race/Hispanic origin, June-July 2011
                                                                                                                                                                                                                • Hispanics least likely to use rubs, wraps for persistent pain
                                                                                                                                                                                                                  • Figure 92: Reasons for using pain relieving rubs and wraps, by race/Hispanic origin, June-July 2011
                                                                                                                                                                                                              • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                  • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                    • American Association of Retired Persons (AARP)
                                                                                                                                                                                                                    • American Pharmacists Association (APhA)
                                                                                                                                                                                                                    • Bayer Corporation
                                                                                                                                                                                                                    • BOIRON SA
                                                                                                                                                                                                                    • Centers for Disease Control and Prevention
                                                                                                                                                                                                                    • Chain Drug Marketing Association
                                                                                                                                                                                                                    • Chattem, Inc.
                                                                                                                                                                                                                    • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                                    • CVS Caremark Corporation
                                                                                                                                                                                                                    • Drug, Chemical & Associated Technologies Association (DCAT)
                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                    • Food and Drug Administration
                                                                                                                                                                                                                    • Gatorade
                                                                                                                                                                                                                    • Generic Pharmaceutical Association (GPhA)
                                                                                                                                                                                                                    • Google, Inc.
                                                                                                                                                                                                                    • Johns Hopkins Arthritis Center
                                                                                                                                                                                                                    • Johnson & Johnson
                                                                                                                                                                                                                    • McNeil Consumer & Specialty Pharmaceuticals
                                                                                                                                                                                                                    • MySpace.com
                                                                                                                                                                                                                    • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                    • National Football League Inc.
                                                                                                                                                                                                                    • National Headache Foundation (NHF)
                                                                                                                                                                                                                    • Newell Rubbermaid Inc.
                                                                                                                                                                                                                    • Pfizer Consumer Health Care Group (US)
                                                                                                                                                                                                                    • PhRMA Pharmaceutical Research and Manufacturers of America
                                                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                                                    • Takeda Pharmaceuticals North America, Inc.
                                                                                                                                                                                                                    • The New York Times Company
                                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                                                    • Under Armour, Inc.
                                                                                                                                                                                                                    • US Department of Commerce
                                                                                                                                                                                                                    • Walgreen Co
                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                    • Whole Foods Market Inc
                                                                                                                                                                                                                    • Wm. Wrigley Jr. Company
                                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                                    OTC External Analgesics - US - October 2011

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