Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Excluded
Executive Summary
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- The market
- Keep calm and carry on working
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- Figure 1: Best- and worst-case forecast of UK value sales of OTC analgesics, 2012-22
- Companies and brands
- Nurofen struggles with negative publicity
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- Figure 2: Brand shares in OTC analgesics, year to March 2017
- Increased advertising spend and innovation benefit topical brands
- Innovation returns to the category
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- Figure 3: New product launches in the OTC analgesics market, by launch type, January 2014-March 2017
- The consumer
- Oral remedies most sought
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- Figure 4: Actions taken to deal with pain, April 2017
- Women most likely to use OTC analgesics
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- Figure 5: Usage of OTC analgesics in the last 12 months, April 2017
- Men less prepared than women
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- Figure 6: How OTC analgesics were obtained when last experiencing pain, April 2017
- Supermarkets lead buying locations
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- Figure 7: Locations for buying OTC analgesics in the last 12 months, April 2017
- Consumers have low engagement with the category
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- Figure 8: Purchase factors for OTC analgesics, April 2017
- Eating for better health
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- Figure 9: Actions taken to stay healthy in last 12 months, April 2017
- What we think
Issues and Insights
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- Nurofen fall-out continues to echo
- The facts
- The implications
- Promoting a holistic approach to pain management
- The facts
- The implications
The Market – What You Need to Know
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- Workers boost category value
- Topical analgesics drive growth
- Supermarkets are popular buying locations
- Exercise as a trigger and a remedy
- NHS eyes prescription cuts
- Trial by media
Market Size and Forecast
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- Keep calm and carry on working
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- Figure 10: UK retail value sales of OTC analgesics, at current and constant prices, 2012-22
- Slow and steady growth to 2022
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- Figure 11: Best- and worst-case forecast of UK value sales of OTC analgesics, 2012-22
- Forecast methodology
Market Segmentation
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- Topical remedies continue to drive growth
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- Figure 12: UK retail value sales of OTC analgesics, by segment, 2015-16
Channels to Market
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- Supermarkets remain popular buying locations
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- Figure 13: UK retail value sales of OTC analgesics, by outlet type, 2015-16
- Topical analgesics boost sales through ‘low cost’ channels
Market Drivers
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- Benefits of an ageing population…
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- Figure 14: Trends in the age structure of the UK population, 2012-22
- …could be outweighed by declining birth rate
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- Figure 15: Total fertility rate (TFR) and number of lives births, England and Wales, 2010-15
- Employee sickness rates fall
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- Figure 16: Employment and unemployment, by gender, 2011-21
- Dealing with stress
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- Figure 17: Factors causing stress, by gender, November 2016
- Exercise as a trigger for pain…
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- Figure 18: Trial and interest in trying selected healthy living trends*, by age, August 2016
- …and exercise as a remedy
- Eating for better health
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- Figure 19: Reasons for eating healthily, November 2016
- NHS eyes up prescription cuts
- Painkillers in the media
- Rising concerns over side-effects of oral analgesics
- ‘Misleading’ Nurofen claims spur negative publicity
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- Figure 20: Screenshot of Nurofen Joint & Back advert, 2016
- Online prescription risk could increase interest in OTC remedies
Companies and Brands – What You Need to Know
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- Nurofen struggles with negative publicity
- Increased advertising spend and innovation benefit topical brands
- Innovation returns to the category
- Recorded advertising spend sees an uplift in 2016
Market Share
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- Nurofen value slips
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- Figure 21: Retail value sales of all OTC analgesics, by brand, years ending March, 2016 and 2017
- Voltarol bounces back
- Deep Heat benefits from roll-on launch
Launch Activity and Innovation
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- Innovation returns to the category
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- Figure 22: New product launches in the OTC analgesics market, by launch type, January 2014-March 2017
- Figure 23: Examples of OTC analgesics launches with New Product or New Variety/Range Extension launch type, 2016
- Own-label resurgence
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- Figure 24: New product launches in the OTC analgesics market, own-label vs branded, January 2014-March 2017
- Figure 25: Examples of own-label launches in the UK OTC analgesics market, 2016
- Tablet NPD increases
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- Figure 26: New product launches in the OTC analgesics market, by format type, January 2014-March 2017
- Room for innovation in oral analgesics
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- Figure 27: Combogesic tablets (Thornton & Ross), 2016
- Fighting the demon sugar
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- Figure 28: Top 10 fastest growing product positioning claims in the OTC analgesics market, 2015-16
- Figure 29: Examples of new launches in the UK OTC analgesics market positioned for children, 2016
- A fragmented market
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- Figure 30: New product launches in the OTC analgesics market, by top six ultimate companies and other, 2016
Advertising and Marketing Activity
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- 2016 adspend surges
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- Figure 31: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, January 2014-March 2017
- Spend on outdoor advertising grows
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- Figure 32: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by media type, January 2014-March 2017
- RB and GSK fight for top spot
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- Figure 33: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by top advertisers and other, January 2015-March 2017
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Oral remedies most sought
- Pressure on NHS dentists provides opportunities for brands
- The benefits of a holistic approach to back pain
- Potential for analgesics brands to increase image of responsibility
- Women most likely to use OTC analgesics
- Presence of children could have an impact on product choice
- Supermarkets lead buying locations
- Consumers have low engagement with the category
Dealing with Head Pains
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- Oral remedies ease head pains
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- Figure 34: Actions taken to deal with head-related pains, April 2017
- Dental pain sufferers seek out professional help
Dealing with Musculoskeletal and Period Pains
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- A mixed bag of treatments for musculoskeletal pain
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- Figure 35: Actions taken to deal with musculoskeletal pains, April 2017
- Seniors prefer to keep moving
- Preventing muscle pain in young adults
- Menstrual/period pain
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- Figure 36: Actions taken to deal with period pain, by age, April 2017
Usage of OTC Analgesics
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- Women most likely to use analgesics
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- Figure 37: Usage of OTC analgesics in the last 12 months, by gender, April 2017
- Paracetamol and ibuprofen most popular painkillers
- Presence of children influences product choice
Buying OTC Analgesics
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- Men less prepared
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- Figure 38: How OTC analgesics were obtained when last experiencing pain, by gender, April 2017
- Experience breeds preparedness
- Buying ahead leads to more supermarket purchases
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- Figure 39: Locations for buying OTC analgesics in the last 12 months, April 2017
- Low engagement with the category
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- Figure 40: Purchase factors for OTC analgesics, by gender, April 2017
- Potential for more convenient liquid analgesics
Actions Taken to Stay Healthy
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- Healthy eating comes to the fore
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- Figure 41: Actions taken to stay healthy in last 12 months, April 2017
- Health check-ups for younger adults
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- Figure 42: Selected actions taken to stay healthy in last 12 months, by age, April 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
Appendix – The Market
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- Figure 43: Best- and worst-case forecast of UK value sales of OTC adult oral analgesics, 2012-22
- Figure 44: Best- and worst-case forecast of UK value sales of OTC paediatric analgesics, 2012-22
- Figure 45: Best- and worst-case forecast of UK value sales of OTC topical analgesics, 2012-22
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Appendix – Companies and Brands
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- Figure 46: Retail value sales of OTC oral analgesics for adults (excluding oral lesion and toothache analgesics), by brand, years ending March, 2016 and 2017
- Figure 47: Retail value sales of OTC paediatric analgesics, by brand, years ending March, 2016 and 2017
- Figure 48: Retail value sales of OTC oral lesion and toothache analgesics, by brand, years ending March, 2016 and 2017
- Figure 49: Retail value sales of OTC topical analgesics, by brand, years ending March, 2016 and 2017
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