Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- Offering value as the bottom line
- Broadening the value options
- Branded but necessary
- Leaping the pain barrier
- Make it stop: NOW
Market in Brief
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- Slowing market growth, despite premium product developments
- Tablets most popular format
- Convenient to buy with the groceries
- Brand leaders step up the pressure
- Headaches suffered by six in ten
- Format of painkillers
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- Figure 1: Format of analgesics used, March 2010
- Main factors influencing choice
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- Figure 2: Main factors influencing choice of analgesics, March 2010
- A must-have – but not a must-take
- Four main consumer types for analgesics
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- Figure 3: Main target groups for painkillers based on attitudes, March 2010
- Future
- Forecast
Internal Market Environment
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- Key points
- Feeling under the weather?
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- Figure 4: Selected ailments suffered in the last 12 months, 2004-09
- My head is banging
- Ageing joints
- Bad backs ageless
- Treating a specific condition
- Media highs and lows
- Attitudes towards health
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- Figure 5: Attitudes towards health, 2004-09
- Pluses and minuses of healthy lifestyles
- Wait for it to go away
- Just too busy to bother
- Real alternatives?
- Sales restrictions
- Changes in legislation
Broader Market Environment
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- Key points
- Population data
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- Figure 6: Trends in the age structure of the UK population, 2005-15
- Ageing population will increase demand for prescription drugs
- More infant doses
- Socio-economic structure of the population
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- Figure 7: Trends in the socio-economic structure of the UK adult population, 2005-15
- Self-medication
Competitive Context
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- Key points
- OTC products summary
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- Figure 8: UK retail value sales of selected remedies, 2005-10
- Slow growth for analgesics
- Complementary medicines a poor substitute
- Cough and cold formulations compete
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Speed leads the claims
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- Figure 9: New innovations in analgesics, by product positioning, September 2008-April 2010
- Low level of new product launches
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- Figure 10: New innovations in analgesics, by launch type, September 2008-April 2010
- Topical developments top the list
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- Figure 11: New innovations in analgesics, by format type, September 2008-April 2010
- Moving into the digital age
- New product launches
- GSK gets behind Panadol
- Mentholatum company launches Regenovex
- Nurofen Express revamp
- Anadin LiquiFast
- The outlook for innovation in the UK
Market Size and Forecast
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- Key points
- Slow growth in analgesics sales
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- Figure 12: UK retail value sales of analgesics, at current and constant prices, 2005-15
- Recession changes shopping habits
- Price competition
- Dashing through life
- Outlook for analgesics
- Factors used for the forecast
Segment Performance
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- Key points
- Adult oral analgesics by ingredient
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- Figure 13: UK retail sales of capsules, tables and other adult oral analgesics, by active ingredient, 2007-09
- Analgesics by format
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- Figure 14: UK retail value sales of analgesics, by format, 2007-09
- Capsules fastest growing
- Tablets losing share
- Paediatric formulations
- Topical increasing awareness
Market Share
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- Key points
- Analgesics brand share
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- Figure 15: Brand shares in UK retail value sales of analgesics, 2008 and 2009
Companies and Products
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- Key points
- Bayer
- GlaxoSmithKline Consumer Healthcare
- Johnson & Johnson
- Reckitt Benckiser Healthcare (RB)
- SSL International Plc
- Pfizer (incorporating Wyeth Consumer Healthcare)
Brand Elements
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- Key points
- Brand map
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- Figure 16: Attitudes towards and usage of analgesic brands, March 2010
- Brand qualities of analgesic brands
- Nurofen most effective, Calpol takes care
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- Figure 17: Personalities of various analgesic brands, March 2010
- Experience of analgesic brands
- Nurofen and Boots the top choices
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- Figure 18: Consumer usage of various analgesic brands, March 2010
- Brand consideration for analgesic brands
- Ibuleve and Solpadeine
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- Figure 19: Consideration of various analgesic brands, March 2010
- Brand satisfaction for analgesic brands
- Brands are best
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- Figure 20: Satisfaction with various analgesic brands, March 2010
- Brand commitment to satisfaction brands
- Nurofen has strongest loyalty, Solpadeine losing interest
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- Figure 21: Commitment to various analgesic brands, March 2010
- Brand intentions for analgesic brands
- Boots has highest retention, but Nurofen has stronger bond
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- Figure 22: Future usage intentions for various analgesic brands, March 2010
- Brand recommendation for analgesic brands
- Nurofen most recommended
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- Figure 23: Recommendation of various analgesic brands, March 2010
- Boots
- What the consumer thinks
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- Figure 24: Attitudes towards the Boots brand, March 2010
- Anadin
- What the consumer thinks
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- Figure 25: Attitudes towards the Anadin brand, March 2010
- Calpol
- What the consumer thinks
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- Figure 26: Attitudes towards the Calpol brand, March 2010
- Nurofen
- What the consumer thinks
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- Figure 27: Attitudes towards the Nurofen brand, March 2010
Brand Communication and Promotion
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- Key points
- Topline adspend
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- Figure 28: Main monitored media advertising expenditure on analgesics, 2005-09
- Advertisers
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- Figure 29: Main monitored media advertising expenditure on analgesics, by company, 2005-09
- Media type
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- Figure 30: Main monitored media advertising expenditure on analgesic, % share by media type, 2005-09
Channels to Market
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- Key points
- Distribution of painkillers
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- Figure 31: UK retail sales of analgesics, by outlet type, 2007-09
- Grocers gaining ground
- Chemists dominated by Alliance Boots
- Broadening distribution
- Buy your tablets at the doctors
The Consumer – Usage Frequency
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- Key points
- Usage of headache remedies
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- Figure 32: Usage of headache remedies in the last 12 months, 2004-09
- Usage of headache remedies
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- Figure 33: Usage of headache remedies in the last 12 months, by gender and socio-economic group, 2009
- Usage of rubs and rheumatism remedies
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- Figure 34: Usage of rubs and rheumatism remedies in the last 12 months, 2004-08
The Consumer – Format of Painkillers
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- Key points
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- Figure 35: Types/formats of painkillers used in the last 12 months, March 2010
- Tablets are out in front
- Youngsters favour tablets
- Capsules upscale appeal
- Families use medicines
- Aching joints
The Consumer – Usage Behaviour
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- Key points
- Factors influencing choice
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- Figure 36: Factors influencing choice of painkillers, March 2010
- Own-brands are just fine
- Staying with known remedies
- Buying on price
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- Figure 37: Most popular factors influencing choice of painkillers, by socio-economic group, March 2010
- Make it quick
- Easy, whatever the format
- Guidance from a professional
- Symptom-specific?
- Trends reveal shifting behaviour
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- Figure 38: Trend in selected factors influencing consumer usage, 2008 and 2010
- Uplift in own-label down to thrift?
- Risk-averse
- Factors by format used
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- Figure 39: Factors influencing choice of painkillers, by types/formats of painkillers used in the last 12 months, March 2010
- Capsules easy to swallow
- Rapid relief with dissolvables
- Topical and patches have heightened needs
The Consumer – Attitudes and Target Groups
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- Key points
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- Figure 40: Attitudes towards painkillers, March 2010
- Just in case
- Young are least prepared
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- Figure 41: Keep a supply of analgesics at home, by age, March 2010
- Don’t overdo it
- Not an exclusive solution
- Repertoire
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- Figure 42: Repertoire of types/formats of painkillers used in the last 12 months, March 2010
- One type
- Who are they?
- Next steps
- Two types
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- Figure 43: Factors influencing choice of painkiller – all adults and adults using two format types, March 2010
- Who are they?
- Next steps
- Three or more types
- Who are they?
- Next steps
- Target groups
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- Figure 44: Target groups for painkillers, March 2010
- Medicine Chesters (56% of adults)
- Who are they?
- What formats do they prefer?
- What next?
- Pain Killers (14% of adults)
- Who are they?
- What are their main attitudes?
- What formats do they prefer?
- What next?
- Be Prepared (14% of adults)
- Who are they?
- What are their main attitudes?
- What formats do they prefer?
- What next?
- Cautious Avoiders (16% of adults)
- Who are they?
- What are their main attitudes?
- What formats do they prefer?
- What next?
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- Figure 45: Attitudes towards painkillers, by target groups, March 2010
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- Figure 46: Types/formats of painkillers used in the last 12 months, by target groups, March 2010
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- Figure 47: Factors influencing choice of painkillers, by target groups, March 2010
Appendix
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- ACORN
- Advertising data
Appendix – Internal Market Environment
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- Figure 48: Selected ailments suffered in the last 12 months, by demographics, 2009
- Figure 49: Selected ailments suffered in the last 12 months, by demographics, 2009 (continued)
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- Figure 50: Attitudes towards health, by demographics, 2009
- Figure 51: Attitudes towards health, by demographics, 2009 (continued)
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Appendix – The Consumer – Usage Frequency
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- Figure 52: Usage of headache remedies in the last 12 months, by demographics, 2009
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- Figure 53: Usage of rubs and rheumatism remedies in the last 12 months, by demographics, 2008
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Appendix – The Consumer – Format of Painkillers
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- Figure 54: Types/formats of painkillers used in the last 12 months, by demographics, March 2010
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- Figure 55: Factors influencing choice of painkillers, by types/formats of painkillers used in the last 12 months, March 2010
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- Figure 56: Attitudes towards painkillers, by types/formats of painkillers used in the last 12 months, March 2010
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Appendix – The Consumer – Usage Behaviour
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- Figure 57: Most popular factors influencing choice of painkillers, by demographics, March 2010
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- Figure 58: Next most popular factors influencing choice of painkillers, by demographics, March 2010
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- Figure 59: Factors influencing choice of painkillers, by types/formats of painkillers used in the last 12 months, March 2010
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- Figure 60: Factors influencing choice of painkillers, by most popular attitudes towards painkillers, March 2010
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- Figure 61: Factors influencing choice of painkillers, by next most popular attitudes towards painkillers, March 2010
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Appendix – The Consumer – Attitudes and Target Groups
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- Figure 62: Most popular attitudes towards painkillers, by demographics, March 2010
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- Figure 63: Next most popular attitudes towards painkillers, by demographics, March 2010
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- Figure 64: Attitudes towards painkillers, by types/formats of painkillers used in the last 12 months, March 2010
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- Figure 65: Repertoire of types/formats of painkillers used in the last 12 months, March 2010
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- Figure 66: Repertoire of types/formats of painkillers used in the last 12 months, by demographics, March 2010
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- Figure 67: Types/formats of painkillers used in the last 12 months, by repertoire of types/formats of painkillers used in the last 12 months, March 2010
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- Figure 68: Factors influencing choice of painkillers, by repertoire of types/formats of painkillers used in the last 12 months, March 2010
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- Figure 69: Attitudes towards painkillers, by repertoire of types/formats of painkillers used in the last 12 months, March 2010
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- Figure 70: Target groups, by demographics, March 2010
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- Figure 71: Attitudes towards painkillers, by target groups, March 2010
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- Figure 72: Types/formats of painkillers used in the last 12 months, by target groups, March 2010
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- Figure 73: Factors influencing choice of painkillers, by target groups, March 2010
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