Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

OTC Internal Analgesics - US - June 2012

The $3.766 million over-the-counter (OTC) internal analgesics category has experienced some setbacks in the past few years. Product recalls among major brands have resulted in large sales losses by leading companies, and leading to a 5% dip in overall category sales from 2006-11. However, Mintel’s custom research finds that while consumers express concerns over product safety, they believe products in the category to be effective, and little change in usage behavior has been seen between 2009-11, a period that spans pre- and post-recall activity.

In the wake of recalls among leading brands, consumers appear loyal to their trusted products. Use of headache and pain relievers has remained steady at 81% despite product recalls. Furthermore, 89% of parents in the category have given these products to their children. What’s more, despite recalls, 46% of users of OTC pain and headache medication use Tylenol (the brand hardest hit by recalls), a higher percentage than any other brand. Due to reduced product availability in a time of rebuilding, consumers are opting to change behavior at the brand level, versus walking away from the category altogether.

A rise in the popularity of private label products can be seen as consumers find that even brand names can be fallible, and seek the availability and cost savings of store products. The challenge during this post-recall period lies in brands’ ability to differentiate themselves from the competition and encourage consumer loyalty. Enhanced education campaigns, overt safety messaging, and consumer-specific product positioning may be considered to build exposure and trust among U.S. consumers.

This report seeks to provide insight and opportunities to help makers and marketers of OTC internal analgesics meet the changing needs of consumers by providing in-depth examination of the following:

  • How product recalls have impacted the category and what impact this might have on future performance
  • The growing popularity of private label
  • What innovations manufacturers are promoting to generate interest among consumers
  • How major brands are positioning themselves through TV ads and online promotion in this highly competitive category
  • The shifting popularity of retail channels, and which channels are best meeting consumer needs
  • Consumer perception of product safety and efficacy, and steps the industry might take to grow interest and trust
  • The role household income, gender, race/Hispanic origin, and other demographic factors play in sales performance
  • Attitudes toward the use of OTC internal analgesics for adults and kids

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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

                        • The market
                          • Figure 1: FDMx sales and fan chart forecast of market, at current prices, 2006-16
                        • Market factors
                          • Recalls impact product availability, less so consumer participation
                            • Figure 2: Headache and pain reliever usage, by gender, age, household income, and race/Hispanic origin, July 2010-September 2011
                          • Prevalence of chronic pain and aging population drive need for pain relief
                            • Figure 3: U.S. population change, by age, 2006-16
                          • Market segmentation
                            • Figure 4: Types of OTC pain medication used in past 12 months, February 2012
                          • Retail channels
                            • Figure 5: Sales of OTC internal analgesics ($millions), by channel, 2009 and 2011
                          • Innovation
                            • Figure 6: Change in top OTC internal analgesics product launches, by claims, 2007-11
                            • Figure 7: OTC internal analgesics product launches, by top 10 ultimate companies, 2007-12*
                          • The consumer
                            • OTC remedies most popular treatment method
                              • Figure 8: Past 12-month analgesic product usage, February 2012
                            • Users concerned with side effects
                              • Figure 9: Product concerns—any agree, February 2012
                            • Users concerned with side effects limiting use
                              • What we think
                              • Issues in the Market

                                  • How will product recalls impact the category in the long run?
                                    • How can brands increase purchase occasion when faced with consumer concerns regarding product safety?
                                      • What can brands do to win consumer trust?
                                        • How will an aging population impact growth in OTC internal analgesics?
                                        • Insights and Opportunities

                                          • Expand consumer options through product specialization
                                            • Figure 10: Reasons for using headache and pain relievers, by gender, July 2010-September 2011
                                            • Figure 11: Types of headache and pain relievers used, by age, July 2010-September 2011
                                            • Figure 12: Formats of headache and pain relievers used, by age, July 2010-September 2011
                                          • Tread lightly, a natural approach
                                            • Make use of technology to enhance consumer connection
                                            • Inspire Insights

                                                • Trend: Factory Fear
                                                  • Trend: A Simple Balance for Health
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Category sales decline 5% from 2006-11
                                                        • Sales and forecast of OTC internal analgesics
                                                          • Figure 13: Total U.S. retail sales and forecast of OTC internal analgesics, at current prices, 2006-16
                                                          • Figure 14: Total U.S. retail sales and forecast of OTC internal analgesics, at inflation-adjusted prices, 2006-16
                                                        • Fan chart forecast
                                                            • Figure 15: FDMx sales and fan chart forecast of market, at current prices, 2006-16
                                                          • Walmart sales
                                                          • Market Drivers

                                                            • Key points
                                                              • Recalls impact product availability, less so consumer participation
                                                                • Figure 16: Headache and pain reliever usage, by gender, age, household income, and race/Hispanic origin, July 2010-September 2011
                                                              • Prevalence of chronic pain and aging population drive need for pain relief
                                                                • Figure 17: Population, by age, 2006-16
                                                            • Competitive Context

                                                              • OTC external analgesics offer less invasive localized relief
                                                                  • Figure 18: Past 12-month analgesic product usage, by past 12-month OTC analgesic product usage, February 2012
                                                                • Homeopathic options ease consumers safety fears
                                                                  • Figure 19: Past 12-month analgesic product usage, by past 12-month homeopathic/herbal analgesic product usage, February 2012
                                                                • Private label makes sales gains on name brands
                                                                  • Figure 20: OTC internal analgesics product launches, by private label share, 2008-12*
                                                              • Segment Performance

                                                                • Key points
                                                                  • Category performance falls in line with consumer participation
                                                                    • Figure 21: Types of OTC pain medication used in past 12 months, February 2012
                                                                  • Acetaminophen leads category losses, private labels sees major gains
                                                                    • Sales of OTC internal analgesics, by segment
                                                                      • Figure 22: Sales of OTC internal analgesics, segmented, by type, 2009 and 2011
                                                                  • Segment Performance—Acetaminophen

                                                                    • Key points
                                                                      • Acetaminophen struggles with recalls, but rate of decline slowing
                                                                        • Sales and forecast of branded acetaminophen
                                                                          • Figure 23: Sales and forecast of branded acetaminophen, at current prices, 2006-16
                                                                      • Segment Performance—Ibuprofen

                                                                        • Key points
                                                                          • Branded ibuprofen sales also suffer from product recalls
                                                                            • Sales and forecast of ibuprofen
                                                                              • Figure 24: Sales and forecast of ibuprofen, at current prices, 2006-16
                                                                          • Segment Performance—Aspirin

                                                                            • Key points
                                                                              • Branded aspirin also feels pain of declines, but comparatively low
                                                                                • Sales and forecast of aspirin
                                                                                  • Figure 25: Sales and forecast of aspirin, at current prices, 2006-16
                                                                              • Segment Performance—Naproxen sodium

                                                                                • Key points
                                                                                  • Branded Naproxen sodium grows 17% from 2006-11
                                                                                    • Sales and forecast of naproxen sodium
                                                                                      • Figure 26: Sales and forecast of naproxen sodium, at current prices, 2006-16
                                                                                  • Segment Performance—Other Brands

                                                                                    • Key points
                                                                                      • “Other” brands see gains of 29% between 2006-11
                                                                                        • Sales and forecast of other brands
                                                                                          • Figure 27: Sales and forecast of other brands*, at current prices, 2006-16
                                                                                      • Segment Performance—Private Label

                                                                                        • Key points
                                                                                          • Private label gains 60% from 2006-11, the largest in the category
                                                                                            • Figure 28: Sales and forecast of private label, at current prices, 2006-16
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Drug stores only channel to gain
                                                                                              • Sales of OTC internal analgesics, by channel
                                                                                                • Figure 29: Sales of OTC internal analgesics, by channel, 2009 and 2011
                                                                                            • Retail Channels—Supermarkets

                                                                                              • Key points
                                                                                                • Supermarkets struggle, but show signs of recovery
                                                                                                  • Supermarket sales of OTC internal analgesics
                                                                                                    • Figure 30: Supermarket sales of OTC internal analgesics, at current prices, 2006-11
                                                                                                • Retail Channels—Drug Stores

                                                                                                  • Key points
                                                                                                    • Drug stores fare well
                                                                                                      • Drug store sales of OTC internal analgesics
                                                                                                        • Figure 31: Drug store sales of OTC internal analgesics, at current prices, 2006-11
                                                                                                    • Retail Channels—Other Retail Channels

                                                                                                      • Key points
                                                                                                        • Other retailers see largest declines
                                                                                                          • Other retail channel sales of OTC internal analgesics
                                                                                                            • Figure 32: Other retail channel sales of OTC internal analgesics, at current prices, 2006-11
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • Tylenol retains top spot among consumers
                                                                                                              • Figure 33: Brands of headache and pain relievers used, July 2010-September 2011
                                                                                                            • Tylenol falls to third place among category leaders, private label strikes
                                                                                                              • Manufacturer sales of OTC internal analgesics
                                                                                                                • Figure 34: Manufacturer sales of OTC internal analgesics, 2011 and 2012
                                                                                                            • Brand Share—Acetaminophen

                                                                                                              • Key points
                                                                                                                • Tylenol retains lead of acetaminophen segment
                                                                                                                  • Manufacturer sales of acetaminophen
                                                                                                                    • Figure 35: Manufacturer sales of acetaminophen, 2011 and 2012
                                                                                                                • Brand Share—Ibuprofen

                                                                                                                  • Key points
                                                                                                                    • Motrin recalls lead to sales declines in segment
                                                                                                                      • Manufacturer sales of ibuprofen
                                                                                                                        • Figure 36: Manufacturer sales of ibuprofen, 2011 and 2012
                                                                                                                    • Brand Share—Aspirin

                                                                                                                      • Key points
                                                                                                                        • Bayer gains enough to boost aspirin sales
                                                                                                                          • Manufacturer sales of aspirin
                                                                                                                            • Figure 37: Manufacturer sales of aspirin, 2011 and 2012
                                                                                                                        • Brand Share—Naproxen Sodium

                                                                                                                          • Key points
                                                                                                                            • Strength of Aleve drives gains in naproxen sodium
                                                                                                                              • Manufacturer sales of naproxen sodium
                                                                                                                                • Figure 38: Manufacturer sales of naproxen sodium, 2011 and 2012
                                                                                                                            • Brand Share—Other OTC Internal Analgesics

                                                                                                                              • Key points
                                                                                                                                • Range of “other” brands allows the segment to flourish
                                                                                                                                  • Manufacturer sales of other OTC internal analgesics
                                                                                                                                    • Figure 39: Manufacturer sales of other* OTC internal analgesics, 2011 and 2012
                                                                                                                                • Innovation and Innovators

                                                                                                                                  • New product releases slow in the wake of recession/recalls
                                                                                                                                    • CVS tops product launches
                                                                                                                                      • Figure 40: OTC internal analgesics product launches, by top 10 ultimate companies, 2007-12*
                                                                                                                                    • Time/speed leads new product claims
                                                                                                                                      • Figure 41: OTC internal analgesics product launches, by top 10 claims, 2007-12*
                                                                                                                                    • Product Innovations
                                                                                                                                      • Gentle
                                                                                                                                        • Natural
                                                                                                                                          • Guided dosing
                                                                                                                                            • Economy
                                                                                                                                              • Figure 42: Past 12-month analgesic product usage, by household size, February 2012
                                                                                                                                            • Specific symptom
                                                                                                                                            • Marketing Strategies

                                                                                                                                              • Overview
                                                                                                                                                • Brand analysis: Tylenol
                                                                                                                                                  • Figure 43: Brand analysis of Tylenol, 2011
                                                                                                                                                • Online initiatives
                                                                                                                                                  • TV presence
                                                                                                                                                    • Figure 44: Children’s Tylenol, “My Sunshine,” 2012
                                                                                                                                                  • Brand analysis: Aleve
                                                                                                                                                    • Figure 45: Brand analysis of Aleve, 2011
                                                                                                                                                  • Online initiatives
                                                                                                                                                    • TV presence
                                                                                                                                                      • Figure 46: Aleve, “Tour of Duty,” 2011
                                                                                                                                                      • Figure 47: Aleve, “Problem Solved,” 2012
                                                                                                                                                    • Brand analysis: PediaCare
                                                                                                                                                      • Figure 48: Brand analysis of PediaCare, 2012
                                                                                                                                                    • Online initiatives
                                                                                                                                                      • TV presence
                                                                                                                                                        • Figure 49: PediaCare, “The Giggles,” 2011
                                                                                                                                                      • Print and other
                                                                                                                                                        • Brand analysis: Advil
                                                                                                                                                          • Figure 50: Brand analysis of brand, 2011
                                                                                                                                                        • Online initiatives
                                                                                                                                                          • TV presence
                                                                                                                                                            • Figure 51: Advil, “People Switch,” 2011
                                                                                                                                                            • Figure 52: Advil, “Bon Jovi’s Story,” 2012
                                                                                                                                                        • Product Usage

                                                                                                                                                          • Key points
                                                                                                                                                            • Women more likely to seek pain relief
                                                                                                                                                              • Figure 53: Past 12-month analgesic product usage, by gender, February 2012
                                                                                                                                                            • Consumers under age 55 exhibit greater likelihood of use
                                                                                                                                                              • Figure 54: Past 12-month analgesic product usage, by age, February 2012
                                                                                                                                                            • Price promotion may open market to lower income consumers
                                                                                                                                                              • Figure 55: Past 12-month analgesic product usage, by household income, February 2012
                                                                                                                                                          • Product Selection

                                                                                                                                                            • Key points
                                                                                                                                                              • Women look to product attributes, men rely on recommendations
                                                                                                                                                                • Figure 56: Factors influencing OTC analgesic product selection, by gender, February 2012
                                                                                                                                                              • 18-24 year olds look for product recommendations
                                                                                                                                                                • Figure 57: Factors influencing OTC analgesic product selection, by age, February 2012
                                                                                                                                                              • Households under $75K seek many forms of product information
                                                                                                                                                                • Figure 58: Factors influencing OTC analgesic product selection, by household income, February 2012
                                                                                                                                                            • Concerns

                                                                                                                                                              • Key points
                                                                                                                                                                • Users concerned over side effects
                                                                                                                                                                  • Figure 59: Product concerns, by age, February 2012
                                                                                                                                                                • Respondents from households earning $75K+ less likely to be concerned
                                                                                                                                                                  • Figure 60: Product concerns, by household income, February 2012
                                                                                                                                                                • Acetaminophen and ibuprofen less likely to attract concerned consumers
                                                                                                                                                                  • Figure 61: Product concerns–any agree, by types of OTC pain medication used in past 12 months, February 2012
                                                                                                                                                              • Usage Habits

                                                                                                                                                                • Key points
                                                                                                                                                                  • Category participants interest in limiting use
                                                                                                                                                                    • Figure 62: OTC pain medication usage habits, by gender, February 2012
                                                                                                                                                                  • Oldest consumers most likely to be interested in limiting use
                                                                                                                                                                    • Figure 63: OTC pain medication usage habits, by age, February 2012
                                                                                                                                                                  • Excedrin is a medicine cabinet staple
                                                                                                                                                                    • Figure 64: OTC pain medication usage habits, by types of OTC pain medication used in past 12 months, February 2012
                                                                                                                                                                • Usage Among Children

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Parents open to giving OTC internal analgesics to children
                                                                                                                                                                      • Figure 65: Use of OTC pain medication in children, February 2012
                                                                                                                                                                    • Women more likely to administer products to children
                                                                                                                                                                      • Figure 66: Use of OTC pain medication in children, by gender of parent, February 2012
                                                                                                                                                                    • Households with more children more likely to use pain medication
                                                                                                                                                                      • Figure 67: child-specific pain medication, by presence of children in household, February 2012
                                                                                                                                                                  • Attitudes Toward Pain Medication and Kids

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Children’s pain medication deemed effective, needs better sell as safe
                                                                                                                                                                        • Figure 68: Attitudes toward pain medication use among children, by gender of parent, February 2012
                                                                                                                                                                      • Education campaigns may be in order for young parents
                                                                                                                                                                        • Figure 69: Attitudes toward pain medication use among children, by age of parent, February 2012
                                                                                                                                                                      • Lower income earners exhibit skepticism toward use of pain medication for children
                                                                                                                                                                        • Figure 70: Attitudes toward pain medication use among children, by household income, February 2012
                                                                                                                                                                    • Changes in Giving OTC Pain Medication to Children

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Product recalls impact product selection more than use
                                                                                                                                                                          • Figure 71: Change in OTC pain medication usage among children due to product recalls, by gender of parent, February 2012
                                                                                                                                                                        • Young parents more likely than older parents to be wary
                                                                                                                                                                          • Figure 72: Change in OTC pain medication usage among children due to product recalls, by age of parent, February 2012
                                                                                                                                                                        • Parents in households earning less than $75K exhibit patterns similar to young parents
                                                                                                                                                                          • Figure 73: Change in OTC pain medication usage among children due to product recalls, by household income, February 2012
                                                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Multicultural consumers underindex in category participation
                                                                                                                                                                            • Figure 74: Past 12-month analgesic product usage, by race/Hispanic origin, February 2012
                                                                                                                                                                          • Symptom-specificity may boost participation among all groups
                                                                                                                                                                            • Figure 75: Reasons for using headache and pain relievers, by race/Hispanic origin, July 2010-September 2011
                                                                                                                                                                          • sian consumers may be attracted to low frequency usage
                                                                                                                                                                            • Figure 76: Number of times used store brand OTC pain medication in past month, by race/Hispanic origin, February 2012
                                                                                                                                                                          • Black consumers attracted to added claims
                                                                                                                                                                            • Figure 77: Types of headache and pain relievers used, by race/Hispanic origin, July 2010-September 2011
                                                                                                                                                                          • White consumers swayed by results. Asians look for recommendations. Blacks respond to advertising
                                                                                                                                                                            • Figure 78: Factors influencing OTC analgesic product selection, by race/Hispanic origin, February 2012
                                                                                                                                                                          • Concerns may limit participation among black and Asian consumers
                                                                                                                                                                            • Figure 79: Product concerns, by race/Hispanic origin, February 2012
                                                                                                                                                                        • Key Household Purchase Measures—SymphonyIRI Builders Panel

                                                                                                                                                                            • Overview of internal analgesics
                                                                                                                                                                              • Internal analgesics tablets
                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                  • Brand map
                                                                                                                                                                                    • Figure 80: Brand map, selected brands of internal analgesics tablets buying rate, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                      • Figure 81: Key purchase measures for the top brands of internal analgesics tablets, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                    • Internal analgesics liquids
                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                        • Brand map
                                                                                                                                                                                          • Figure 82: Brand map, selected brands of internal analgesics liquids, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                            • Figure 83: Key purchase measures for the top brands of internal analgesics liquids, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                          • Product usage
                                                                                                                                                                                            • Figure 84: Past 12-month analgesic product usage, by presence of children in household, February 2012
                                                                                                                                                                                            • Figure 85: Past 12 month analgesic product usage, by region, February 2012
                                                                                                                                                                                          • Medication type used
                                                                                                                                                                                            • Figure 86: Types of OTC pain medication used in past 12 months, by gender, February 2012
                                                                                                                                                                                            • Figure 87: Types of OTC pain medication used in past 12 months, by age, February 2012
                                                                                                                                                                                            • Figure 88: Types of headache and pain relievers used, by household income, July 2010-September 2011
                                                                                                                                                                                          • Frequency
                                                                                                                                                                                            • Figure 89: Frequency of using headache and pain relievers, by age, July 2010-September 2011
                                                                                                                                                                                            • Figure 90: Number of times OTC pain medication was used in past month, February 2012
                                                                                                                                                                                          • Usage habits
                                                                                                                                                                                            • Figure 91: OTC pain medication usage habits, by household income, February 2012
                                                                                                                                                                                          • Product concerns
                                                                                                                                                                                            • Figure 92: Product concerns, by gender, February 2012
                                                                                                                                                                                          • Attitudes toward pain medication and kids
                                                                                                                                                                                            • Figure 93: Attitudes toward pain medication use among children, by region, February 2012
                                                                                                                                                                                        • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                            • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              • American Pharmacists Association (APhA)
                                                                                                                                                                                              • Amerifit Nutrition, Inc.
                                                                                                                                                                                              • Bayer AG
                                                                                                                                                                                              • Bayer Corporation
                                                                                                                                                                                              • CVS Caremark Corporation
                                                                                                                                                                                              • Experian
                                                                                                                                                                                              • Food and Drug Administration
                                                                                                                                                                                              • Generic Pharmaceutical Association (GPhA)
                                                                                                                                                                                              • GlaxoSmithKline (USA)
                                                                                                                                                                                              • GlaxoSmithKline Plc
                                                                                                                                                                                              • Johnson & Johnson
                                                                                                                                                                                              • McNeil Consumer & Specialty Pharmaceuticals
                                                                                                                                                                                              • National Headache Foundation (NHF)
                                                                                                                                                                                              • Novartis AG
                                                                                                                                                                                              • Pfizer Inc
                                                                                                                                                                                              • PhRMA Pharmaceutical Research and Manufacturers of America
                                                                                                                                                                                              • SAM's Club
                                                                                                                                                                                              • The Symphony Group PLC
                                                                                                                                                                                              • TopCos
                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                                                                              • US Department of Commerce
                                                                                                                                                                                              • Walgreen Co
                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                                              OTC Internal Analgesics - US - June 2012

                                                                                                                                                                                              £3,277.28 (Excl.Tax)