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OTC Pain Management - US - July 2019

"The OTC pain management market exceeded $6.5 billion in 2018. Historically, the category depends on the success of internal analgesics, yet the external segment continues to offer booming potential, maintaining impressive year-over-year growth. Demand for OTC pain relievers will continue as incidence of pain is not slated to slow down, but key players must acknowledge that people are becoming more connected with their bodies and overall health. As adults become more comfortable discussing mental health conditions, expect an increase of consumers associating pain with emotional stressors."
- Andrea Wroble, Research Analyst

This Report looks at the following areas:

  • Market performance
  • Slowed growth of internal segment
  • Growing accessibility of CBD challenges OTC pain market
  • Familiarity with active ingredients bolsters private label, challenges brand names
  • Addressing mental health could bolster consumer trust
  • Consumers in more pain, need more relief

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market Overview
          • Market performance
            • Figure 1: Total US sales and fan chart forecast of OTC pain management products, at current prices, 2014-24
          • Slowed growth of internal segment
            • Figure 2: Total US retail sales and percent sales change of internal analgesics, at current prices, 2014-24
          • The issues
            • Growing accessibility of CBD challenges OTC pain market
              • Figure 3: Reasons for using CBD-only products (no THC), February 2019
            • Familiarity with active ingredients bolsters private label, challenges brand names
              • Figure 4: OTC pain management purchasing factors, April 2019
            • The opportunities
              • Addressing mental health could bolster consumer trust
                • Figure 5: Pain association and frequency, April 2019
              • Consumers in more pain, need more relief
                • Figure 6: Reasons for taking oral OTC pain relievers more often, by product use, April 2019
              • What it means
              • The Market – What You Need to Know

                • OTC pain management market growth continues
                  • Internals lead the category; externals show potential
                    • Hot topics in pain relief: CBD and cannabis
                      • Acknowledging period pain resonates with informed consumers
                        • Opioid crisis retains status as a public health emergency
                          • Stress and sleep deprivation lead to pain
                          • Market Size and Forecast

                            • OTC pain management market maintains steady growth
                              • Figure 7: Total US sales and fan chart forecast of OTC pain management products, at current prices, 2014-24
                              • Figure 8: Total US retail sales and forecast of OTC pain management products, at current prices, 2014-24
                          • Market Breakdown

                            • Internal analgesics dominate market share; externals gain momentum
                              • Figure 9: Total US retail sales and percent sales change of internal analgesics, at current prices, 2014-24
                              • Figure 10: Total US retail sales and forecast of OTC pain management products, by segment, at current prices, 2014-24
                            • On the decline: OTC pain relief purchases from other retailers
                              • Figure 11: Total US retail sales of otc pain management products, by channel, at current prices, 2014-19
                          • Market Perspective

                            • Hemp-derived CBD hits mainstream drug stores
                              • Cannabis legalization gains traction
                                • Figure 12: Reasons for using marijuana/cannabis (any format), February 2019
                              • Cycling through the menstrual taboo
                              • Market Factors

                                • The push for alternative pain management in response to opioid crisis
                                  • Stressed out population experiences high incidence of pain
                                    • Figure 13: Pain association and frequency, by product use, April 2019
                                  • Sleep-deprived adults turn to OTC pain relievers
                                  • Key Players – What You Need to Know

                                    • J&J maintains grip on OTC pain market
                                      • Gender targeting sees success for pain relief products
                                        • Natural remedies establish presence in external segment
                                          • Low repurchase need and lack of innovation hinders segment performance
                                            • Accessibility of CBD could alter pain management market
                                              • Mental and physical health link changes the way consumers manage pain
                                              • Company and Brand Sales of OTC Pain Management Market

                                                • J&J maintains market share; competitors fall behind
                                                  • Figure 14: Multi-outlet sales of OTC pain management products, by leading companies, rolling 52 weeks 2018 and 2019
                                                • Internal analgesic sales stagnant; J&J sustains growth
                                                  • Figure 15: Multi-outlet sales of internal analgesics, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                • Advil Liquid-Gels outperforms other Advil offerings
                                                  • Figure 16: Multi-outlet sales of select internal analgesics, by Pfizer’s Advil offerings, rolling 52 weeks 2018 and 2019
                                              • What’s Working?

                                                • Personalizing pain management for women
                                                  • Supportive brand dialogue shatters stigma around period pain
                                                    • Figure 17: Midol sponsored social media campaign
                                                    • Figure 18: Multi-outlet sales of select internal analgesics, by Midol brand, rolling 52 weeks 2017, 2018 and 2019
                                                  • Embracing gender distinctions: pain relief for menopause
                                                    • Figure 19: Equelle Official Instagram post, menopause relief
                                                    • Figure 20: The Good Patch Instagram post, period patch
                                                  • Male demographic responds to aspirational marketing
                                                    • Figure 21: Pain association and frequency, by males 18-34, April 2019
                                                  • Natural remedies resonate in external segment
                                                      • Figure 22: Multi-outlet sales of select external analgesics, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                    • Pain personification
                                                      • Figure 23: Instagram Post, celebrity endorsed Excedrin ad
                                                      • Figure 24: Instagram Post, celebrity endorsed Excedrin post
                                                      • Figure 25: Multi-outlet sales of select internal analgesics, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                  • What’s Struggling?

                                                    • High cost and low innovation inhibit consumer acceptance of OTC TENS devices
                                                      • Figure 26: Multi-outlet sales of electrotherapy devices, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                    • Growth stalls for muscle/body support devices
                                                      • Figure 27: Multi-outlet sales of muscle and body support devices, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                    • Recalls in children’s ibuprofen
                                                      • Figure 28: Multi-outlet sales of select internal analgesics, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                  • What’s Next?

                                                    • Plant-based pain relief: widespread availability of CBD products
                                                      • Consumer recognition of mental wellness necessitates brand response
                                                        • Figure 29: Holistic health approach, November 2018
                                                        • Figure 30: Pain association and frequency of select factors, April 2019
                                                      • Using shelf presence to turn heads in-store
                                                        • Figure 31: Attitudes toward purchasing OTC pain relievers, April 2019
                                                    • The Consumer – What You Need to Know

                                                      • Consumers depend on OTC pain relievers
                                                        • Active ingredients and previous experience matter at check out
                                                          • Mental health is a leading factor of regularly experienced pain
                                                            • More frequent pain impacts reliance on OTC pain relievers
                                                              • Natural ingredients pique consumer interest
                                                                • Travel-sized formats may resonate with consumers who always keep pain relievers on hand
                                                                • Product Usage

                                                                  • Consumers rely on oral OTC pain relievers to manage pain
                                                                    • Figure 32: Product use, April 2019
                                                                  • Men are motivated by externals; women stick to traditional pain relief
                                                                    • Figure 33: Product use, by gender and age, April 2019
                                                                  • Most consumers use one product to manage pain
                                                                    • Figure 34: Repertoire of product use, April 2019
                                                                    • Figure 35: Repertoire of product use, by product use, April 2019
                                                                • OTC Pain Management Purchasing Factors

                                                                  • Familiarity drives purchases
                                                                    • Figure 36: OTC pain management purchasing factors, April 2019
                                                                  • Older consumers stick to what they know; young adults ask for more
                                                                    • Figure 37: OTC pain management purchasing factors, by age, April 2019
                                                                  • Ingredient awareness may shift pain relief methods
                                                                    • Figure 38: Changes in taking oral OTC pain relievers, by purchasing factors, April 2019
                                                                  • Young women value targeted pain relief
                                                                    • Figure 39: Select OTC pain management purchasing factors, by males and females 18-34, April 2019
                                                                    • Figure 40: Motrin Instagram post
                                                                    • Figure 41: Motrin Instagram page
                                                                • Pain Association and Frequency

                                                                  • Mental health factors outweigh physical
                                                                    • Figure 42: Pain association and frequency, April 2019
                                                                  • Younger demographic struggles with pain heightened by mental and emotional factors
                                                                    • Figure 43: Pain association and frequency, by age, April 2019
                                                                  • Topical relief for stress-induced pain
                                                                    • Figure 44: Pain association and frequency, by product use, April 2019
                                                                  • Parental pain caused on the job
                                                                    • Figure 45: Pain association and frequency, by marital status by parental status of children under 18, April 2019
                                                                • Changes in Usage of Oral OTC Pain Relievers

                                                                  • More adults have increased use of oral OTC pain relievers
                                                                    • Figure 46: Changes in usage of oral OTC pain relievers, April 2019
                                                                  • More pain = more usage; an opportunity for the external segment
                                                                    • Figure 47: Reasons for taking oral OTC pain relievers more often, April 2019
                                                                    • Figure 48: Reasons for taking oral OTC pain relievers more often, by product use, April 2019
                                                                  • Stressed-out women increase use of oral pain relievers
                                                                    • Figure 49: Changes in usage of oral OTC pain relievers, by gender and age, April 2019
                                                                    • Figure 50: Taking oral OTC pain relievers more often due to stress, by gender and age, April 2019
                                                                  • Concern about long-term side effects challenges reliance on internal segment
                                                                    • Figure 51: Reasons for taking oral OTC pain relievers less often, April 2019
                                                                • Trial and Interest in Alternative Pain Relief Methods

                                                                  • High trial of medicated externals; high interest of natural methods
                                                                    • Figure 52: Trial and interest in alternative pain relief methods, April 2019
                                                                  • Use of natural products is motivated by overall health and feeling better
                                                                    • Figure 53: Select natural lifestyle motivators, April 2017
                                                                  • Young consumers are key demographic for natural pain relief
                                                                    • Figure 54: Trial and interest in alternative pain relief methods, April 2019
                                                                    • Figure 55: The Good Patch Instagram, CBD-infused pain patch
                                                                  • Young moms offer new target for muscle/body support devices
                                                                    • Figure 56: Interest in muscle/body support devices, by gender and parental status, April 2019
                                                                • Attitudes toward Purchasing OTC Pain Relievers

                                                                  • In-store purchasing necessitates presence on shelf
                                                                    • Figure 57: Attitudes toward purchasing OTC pain relievers, April 2019
                                                                  • Consumers want to feel prepared at the onset of pain
                                                                    • Figure 58: Hot to Go Instagram Post, heat packs
                                                                  • Older adults establish routines to find mobility
                                                                    • Figure 59: Pain association and frequency of arthritis, by age, April 2019
                                                                    • Figure 60: Attitudes toward purchasing OTC pain relievers, by age, April 2019
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Sales data
                                                                      • Fan chart forecast
                                                                        • Consumer survey data
                                                                          • Abbreviations and terms
                                                                            • Abbreviations
                                                                            • Appendix – The Market

                                                                                • Figure 61: Total US retail sales and forecast of otc pain management products, at inflation-adjusted prices, 2014-24
                                                                                • Figure 62: Total US retail sales of otc pain management products, by segment, at current prices, 2017 and 2019
                                                                                • Figure 63: Total US retail sales and forecast of internal analgesics, at current prices, 2014-24
                                                                                • Figure 64: Total US retail sales and forecast of muscle/body support devices, at current prices, 2014-24
                                                                                • Figure 65: Total US retail sales of otc pain management products, by channel, at current prices, 2017 and 2019
                                                                                • Figure 66: US supermarket sales of otc pain management products, at current prices, 2014-19
                                                                                • Figure 67: US sales of otc pain management products through other retail channels, at current prices, 2014-19
                                                                                • Figure 68: US sales of otc pain management products through other retail channels, at current prices, 2014-19
                                                                            • Appendix – Key Players

                                                                                • Figure 69: Multi-outlet sales of external analgesics, by leading companies and brands, rolling 52 weeks 2017 and 2018

                                                                            OTC Pain Management - US - July 2019

                                                                            £3,435.47 (Excl.Tax)