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OTC Internal Analgesics - US - October 2010

Growth in the OTC analgesic market has been stunted, as consumers feel the effects of both the difficult economy and a slew of product recalls in the sector. Branded products face an unprecedented challenge from private label manufacturers. Future growth prospects will depend on the ability of marketers to reignite trust in, and passion for, their brands. In this exclusive report, Mintel reviews the sales performance and positioning of leading analgesic brands.

Questions answered in this report include, but are not limited to:

  • Which competing brands have benefited most from the Tylenol crisis?
  • How significant is the shift to private label?
  • How are brands positioning themselves through TV ads and online promotions?
  • What new product launches are innovating new uses?
  • Which classes of analgesics are used most frequently?
  • How prevalent are fears of various side effects?
  • What is the most common way respondents pick their pain relievers?
  • How willing are respondents to try new brands?
  • How often are analgesics given to young children?

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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

                      • OTC analgesic market suffers from private label migration
                        • J&J recalls accelerate movement to private label
                          • Analgesic liquids are best performing segment
                            • Drug stores outperform food and mass
                              • Brand positioning strategies address consumer fears
                                • Category sees competition from natural remedies
                                  • Innovative products introduce new usage paradigms
                                    • Usage frequency increases with age and presence of children
                                      • Concern about side effects drives conservative usage
                                        • Purchase decision commonly made at the point-of-sale
                                          • Most respondents keep an extra supply of pain relievers handy
                                            • Respondents stay on the lookout for better products
                                              • Most parents give OTC analgesics to their children despite safety concerns
                                              • Insights and Opportunities

                                                • Brands need to re-establish trust with the consumer
                                                  • Natural remedy for chronic pain offers significant differentiation
                                                    • Social media can make brands more human
                                                      • Change in flex spending alters analgesic shopping habits
                                                      • Inspire Insights

                                                          • Trend: Brand Tribe
                                                            • Building on success of functional formulations, lifestyle branding creates tribe
                                                            • Market Size and Forecast

                                                              • Private label migration hurts FDMx sales
                                                                • Sales and forecast of OTC internal analgesics
                                                                  • Figure 1: U.S. sales and forecast of OTC internal analgesics, at current prices, 2005-15
                                                                  • Figure 2: U.S. sales and forecast of OTC internal analgesics, at inflation-adjusted prices, 2005-15
                                                                • Walmart sales
                                                                • Market Drivers

                                                                  • Consumer migration to private label hurts sales
                                                                      • Figure 3: U.S. FDMx sales of branded and private label OTC analgesics, at current prices, 2005-10
                                                                      • Figure 4: Share of private label and branded new product launches of OTC internal analgesics, 2005-10
                                                                    • Headaches remain most common reason for analgesic usage
                                                                      • Figure 5: Reason for using OTC analgesics, by age, February 2009-March 2010
                                                                    • Active Baby Boomers make attractive target for high frequency usage
                                                                      • Figure 6: Population and estimated share of adult OTC analgesic usage, by age, 2010
                                                                  • Competitive Context

                                                                    • OTC analgesics see competition from home and herbal remedies, external treatments, and relaxation
                                                                      • Figure 7: Attitudes toward alternatives to OTC analgesics, by age, June-July 2010
                                                                    • External analgesics
                                                                      • Figure 8: FDMx sales of OTC internal and external analgesics, 2005-09
                                                                      • Figure 9: Share of external analgesics and internal analgesics as a percent of total analgesic launches, 2005-10
                                                                    • Herbal and homeopathic remedies
                                                                      • Prescription pain killers on the rise
                                                                      • Segment Performance

                                                                          • Analgesic liquids are the bright spot in a sluggish market
                                                                            • Sales of OTC internal analgesics, by segment
                                                                              • Figure 10: Sales of OTC internal analgesics, segmented by type, 2008 and 2010
                                                                          • Segment Performance—Analgesic Tablets

                                                                            • Tablet sales sluggish as private label gains
                                                                              • Sales and forecast of analgesic tablets
                                                                                • Figure 11: U.S. FDMx sales and forecast of analgesic tablets, at current prices, 2005-15
                                                                            • Segment Performance—Analgesic Liquids

                                                                              • Private label liquids continue explosive growth as brands fall
                                                                                • Sales and forecast of analgesic liquids
                                                                                  • Figure 12: U.S. FDMx sales and forecast of analgesic liquids, at current prices, 2005-15
                                                                              • Segment Performance—Feminine Pain Relievers

                                                                                • Feminine relief suffers as women pull back on spending
                                                                                  • Sales and forecast of feminine pain relievers
                                                                                    • Figure 13: U.S. FDMx sales and forecast of feminine pain relievers, at current prices, 2005-15
                                                                                • Retail Channels

                                                                                  • Dominant drug store channel outperforms food and mass
                                                                                    • Sales of OTC analgesics, by channel
                                                                                      • Figure 14: U.S. retail sales of OTC analgesics, by channel, 2008 and 2010
                                                                                  • Retail Channels—Drug Stores

                                                                                    • Private label sales drive drug channel growth
                                                                                      • Figure 15: U.S. drug store sales of OTC analgesics, at current prices, 2005-10
                                                                                      • Figure 16: U.S. drug store sales of private label OTC analgesics, at current prices, 2005-09
                                                                                  • Retail Channels—Other FDMx

                                                                                    • Weaker private label sales means less growth at food and drug
                                                                                      • Figure 17: U.S. other FDMx sales of OTC analgesics, at current prices, 2005-10
                                                                                      • Figure 18: U.S. other FDMx sales of private label OTC analgesics, at current prices, 2005-09
                                                                                  • Leading Companies

                                                                                    • J&J share sinks after products removed from retailer shelves
                                                                                      • Private label gains more from recalls than branded competitors
                                                                                        • Manufacturer sales of OTC internal analgesics
                                                                                          • Figure 19: U.S., FDMx manufacturer sales of OTC analgesics, 2009 and 2010
                                                                                      • Brand Share—Analgesic Tablets

                                                                                        • Advil and private label gain share as Tylenol brand suffers
                                                                                          • Manufacturer and brand sales of analgesic tablets
                                                                                            • Figure 20: Selected FDMx brand sales and market share of analgesic tablets, 2009 and 2010
                                                                                        • Brand Share—Analgesic Liquids

                                                                                          • Segment sales grow despite decline of leading brands
                                                                                            • Manufacturer and brand sales of analgesic liquids
                                                                                              • Figure 21: Selected FDMx brand sales and market share of analgesic liquids, 2009 and 2010
                                                                                          • Brand Share—Feminine Pain Relievers

                                                                                            • Excedrin Menstrual launch steals share from segment leaders
                                                                                              • Manufacturer and brand sales of feminine pain relievers
                                                                                                • Figure 22: Selected FDMx brand sales and market share of feminine pain relievers, 2009 and 2010
                                                                                            • Innovation and Innovators

                                                                                              • Bayer AM extends category usage
                                                                                                • Cobroxin offers groundbreaking homeopathic remedy for chronic pain
                                                                                                • Brands and Marketing Strategy

                                                                                                  • Ad spend can boost sales but not always effective
                                                                                                    • Figure 23: Media expenditures for leading OTC analgesic brands, 2008-09
                                                                                                  • Online marketing most important for 25-34 year olds
                                                                                                    • Figure 24: Researching OTC pain medication online, by age, June-July 2010
                                                                                                  • Younger respondents use most well-known or strongest-acting brands
                                                                                                    • Figure 25: Usage of OTC analgesic brands, by age, November 2008-December 2009
                                                                                                  • Brand analysis: Tylenol humanizes itself as a gentler medication
                                                                                                    • TV presence
                                                                                                      • Figure 26: Tylenol – Doctors Recommend Most, television ad, November 2009
                                                                                                      • Figure 27: Analysis of Tylenol TV spots, 2009-10
                                                                                                    • Online initiatives
                                                                                                      • Brand analysis: Advil pushes potency for many indications
                                                                                                        • TV presence
                                                                                                          • Figure 28: Advil – Joint Pain, television ad, February 2010
                                                                                                          • Figure 29: Analysis of Advil TV spots, 2009-10
                                                                                                        • Online initiatives
                                                                                                          • Brand analysis: Aleve focuses on longer-lasting action and fewer pills
                                                                                                            • TV presence
                                                                                                              • Figure 30: Aleve – Two a Day, television ad, April 2010
                                                                                                            • Online initiatives
                                                                                                              • Brand analysis: Excedrin aims headache franchise at young women
                                                                                                                • TV presence
                                                                                                                  • Figure 31: Excedrin Migraine – Teenage Girl, television ad, April 2010
                                                                                                                • Online initiatives
                                                                                                                  • Brand analysis: Bayer aims at younger demo with hangover cure
                                                                                                                    • TV presence
                                                                                                                      • Figure 32: Bayer AM – Morning Pain, television ad, July 2010
                                                                                                                    • Online initiatives
                                                                                                                    • Types of Analgesics Used

                                                                                                                      • Key points
                                                                                                                        • Frequency of usage increases with age and presence of children
                                                                                                                          • Figure 33: Penetration and usage frequency of OTC analgesics, by key demographics, February 2009-March 2010
                                                                                                                        • 25-34-year-olds looking for stronger action
                                                                                                                          • Figure 34: Types of OTC analgesics used, by age, June-July 2010
                                                                                                                        • Stronger acting products may be taken less frequently
                                                                                                                          • Figure 35: Frequency of usage of branded OTC analgesics, June-July 2010
                                                                                                                      • Usage Habits

                                                                                                                        • Key points
                                                                                                                          • Most respondents still try to limit usage
                                                                                                                            • Figure 36: Usage habits, by gender, June-July 2010
                                                                                                                          • Under-35s least likely to use preventatively
                                                                                                                            • Figure 37: Usage habits, by age, June-July 2010
                                                                                                                        • Perceived Effectiveness

                                                                                                                          • Key points
                                                                                                                            • Respondents expect differentiation through specificity and effectiveness
                                                                                                                                • Figure 38: Perceived effectiveness of OTC analgesics, by gender, June-July 2010
                                                                                                                              • Under-45s more likely to want faster action
                                                                                                                                • Figure 39: Perceived effectiveness of OTC analgesics, by age, June-July 2010
                                                                                                                            • Product Selection

                                                                                                                              • Key points
                                                                                                                                • Symptom-matching at point-of-sale is most popular way to buy
                                                                                                                                  • Figure 40: Sources of influence in product selection, June-July 2010
                                                                                                                                • Under-35s more likely to seek word-of-mouth recommendations
                                                                                                                                  • Figure 41: Sources of influence in product selection, by age, June-July 2010
                                                                                                                              • Where Analgesics are Kept

                                                                                                                                • Key points
                                                                                                                                  • Most respondents keep a supply of OTC pain meds readily available
                                                                                                                                    • Figure 42: Where OTC analgesics are kept, by gender, June-July 2010
                                                                                                                                  • 25-44 age range more likely to keep secondary supply at work
                                                                                                                                    • Figure 43: Where OTC analgesics are kept, by age, June-July 2010
                                                                                                                                • Appeal of New Brands

                                                                                                                                  • Key points
                                                                                                                                    • Half of respondents will try new brands that “work better”
                                                                                                                                        • Figure 44: Attitudes toward OTC analgesics, by gender, June-July 2010
                                                                                                                                      • Under-45s more likely to try new brands
                                                                                                                                        • Figure 45: Attitudes toward OTC analgesics, by age, June-July 2010
                                                                                                                                    • Concern About Side Effects

                                                                                                                                      • Key points
                                                                                                                                        • Half of respondents concerned about side effects
                                                                                                                                          • Figure 46: Concern about side effects, by gender, June-July 2010
                                                                                                                                        • Higher-earners less concerned about “immunity”
                                                                                                                                          • Figure 47: Concern about side effects, by household income, June-July 2010
                                                                                                                                      • OTC Analgesics and Children

                                                                                                                                        • Key points
                                                                                                                                          • Administration by parents increases with age of child
                                                                                                                                            • Figure 48: Administration of OTC analgesics to children, by age of child, June-July 2010
                                                                                                                                          • Significant majority of parents still concerned about side effects
                                                                                                                                            • Figure 49: Attitudes toward OTC analgesics and children, by gender, June-July 2010
                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                          • Key points
                                                                                                                                            • Asian respondents more likely to value brands but overwhelmed by choices
                                                                                                                                              • Figure 50: Perceived effectiveness of OTC analgesics, by race and Hispanic origin, June-July 2010
                                                                                                                                              • Figure 51: Attitudes toward OTC analgesics, by race and Hispanic origin, June-July 2010
                                                                                                                                            • Asian respondents fear side effects and are more likely to try alternatives
                                                                                                                                              • Figure 52: Concern about side effects, by race and Hispanic origin, June-July 2010
                                                                                                                                              • Figure 53: Use of alternatives to OTC pain medication, by race and Hispanic origin, June-July 2010
                                                                                                                                              • Figure 54: Usage habits, by race and Hispanic origin, June-July 2010
                                                                                                                                            • Black respondents more concerned about side effects for both adults and children
                                                                                                                                              • Figure 55: Attitudes toward OTC analgesics and children, by race and Hispanic origin, June-July 2010
                                                                                                                                          • Cluster Analysis

                                                                                                                                              • The Satisfied
                                                                                                                                                • Characteristics
                                                                                                                                                  • Opportunity
                                                                                                                                                    • Limiters
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Opportunity
                                                                                                                                                          • Remedy Seekers
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                  • Figure 56: Internal analgesics clusters, June-July 2010
                                                                                                                                                                  • Figure 57: Types of OTC analgesics used, by clusters, June-July 2010
                                                                                                                                                                  • Figure 58: Sources of influence in product selection, by clusters, June-July 2010
                                                                                                                                                                  • Figure 59: Where OTC analgesics are kept, by clusters, June-July 2010
                                                                                                                                                                  • Figure 60: Attitudes toward internal analgesics, by clusters, June-July 2010
                                                                                                                                                                  • Figure 61: Concerns about internal analgesics, by clusters, June-July 2010
                                                                                                                                                                • Cluster demographics
                                                                                                                                                                  • Figure 62: Internal analgesics clusters, by gender, June-July 2010
                                                                                                                                                                  • Figure 63: Internal analgesics clusters, by age, June-July 2010
                                                                                                                                                                  • Figure 64: Internal analgesics clusters, by household income, June-July 2010
                                                                                                                                                                  • Figure 65: Internal analgesics clusters, by race/Hispanic origin, June-July 2010
                                                                                                                                                                • Cluster methodology
                                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                                  • Moms and dads are most important marketing targets among under-55s
                                                                                                                                                                    • Figure 66: Types of OTC analgesics used, by gender and presence of children in the household, June-July 2010
                                                                                                                                                                    • Figure 67: Attitudes toward OTC analgesics, by gender and presence of children in the household, June-July 2010
                                                                                                                                                                    • Figure 68: Perceived effectiveness of OTC analgesics, by gender and presence of children in the household, June-July 2010
                                                                                                                                                                    • Figure 69: Where OTC analgesics are kept, by gender and presence of children in the household, June-July 2010
                                                                                                                                                                    • Figure 70: Concern about side effects, by gender and presence of children in the household, June-July 2010
                                                                                                                                                                • Builders Panel Data

                                                                                                                                                                    • Overview of internal analgesics
                                                                                                                                                                      • Internal analgesic tablets
                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                          • Brand map
                                                                                                                                                                            • Figure 71: Brand map, selected brands of internal analgesic tablets buying rate, by household penetration, 2009
                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                              • Figure 72: Key purchase measures for the top brands of internal analgesic tablets, by household penetration, 2009
                                                                                                                                                                            • Internal analgesic liquids
                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                • Brand map
                                                                                                                                                                                  • Figure 73: Brand map, selected brands of internal analgesics liquids buying rate, by household penetration, 2009
                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                    • Figure 74: Key purchase measures for the top brands of internal analgesic liquids, by household penetration, 2009
                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                  • Gender
                                                                                                                                                                                    • Figure 75: Sources of influence in product selection, by gender, June-July 2010
                                                                                                                                                                                  • Age
                                                                                                                                                                                    • Figure 76: Concern about side effects, by age, June-July 2010
                                                                                                                                                                                  • Household income
                                                                                                                                                                                    • Figure 77: Sources of influence in product selection, by household income, June-July 2010
                                                                                                                                                                                    • Figure 78: Attitudes toward OTC analgesics and children, by household income, June-July 2010
                                                                                                                                                                                    • Figure 79: Where OTC analgesics are kept, by household income, June-July 2010
                                                                                                                                                                                  • Race and Hispanic origin
                                                                                                                                                                                    • Figure 80: Where OTC analgesics are kept, by race and Hispanic origin, June-July 2010
                                                                                                                                                                                    • Figure 81: Sources of influence in product selection, by race and Hispanic origin, June-July 2010
                                                                                                                                                                                • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                    • IRI Consumer Network Metrics
                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      • American Pharmacists Association (APhA)
                                                                                                                                                                                      • Arthritis Foundation
                                                                                                                                                                                      • Bayer Corporation
                                                                                                                                                                                      • Chain Drug Marketing Association
                                                                                                                                                                                      • Chattem, Inc.
                                                                                                                                                                                      • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                      • Food and Drug Administration
                                                                                                                                                                                      • Generic Pharmaceutical Association (GPhA)
                                                                                                                                                                                      • Google, Inc.
                                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                                      • National Headache Foundation (NHF)
                                                                                                                                                                                      • National Institutes of Health
                                                                                                                                                                                      • Novartis Consumer Health UK Ltd
                                                                                                                                                                                      • Pfizer Inc
                                                                                                                                                                                      • PhRMA Pharmaceutical Research and Manufacturers of America
                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                      • Wyeth
                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                      OTC Internal Analgesics - US - October 2010

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