Table of Contents
Executive Summary
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- Top takeaways
- Impact of COVID-19 on OTC pain management market
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- Figure 1: Short-, medium- and longer term impact of COVID-19 on OTC pain management market, June 2020
- The issues
- Preference for active ingredients supports private label purchasing
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- Figure 2: Attitudes toward OTC pain relievers, April 2020
- Reach headache sufferers with tailored solutions
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- Figure 3: Treatment for headaches, April 2020
- The opportunities
- Potential of the pharmacist in developing personalized OTC plans
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- Figure 4: Motivations to change pain relief method, April 2020
- Accessible arthritis solutions
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- Figure 5: Reasons for managing pain, by experience of arthritis in the past 12 months, April 2020
- What it means/what’s next
Impact of COVID-19 on OTC Pain Management
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- What you need to know
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- Figure 6: Short-, medium- and longer term impact of COVID-19 on OTC pain management market, June 2020
- Opportunities and Threats
- Heightened stress may result in heightened pain
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- Figure 7: Experience of stress and select mental health conditions, May 2020
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- Figure 8: Pain association and frequency, April 2019
- Routine changes will shift motivation to manage pain
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- Figure 9: Ideal pain relief benefits, April 2020
- Position pain relievers as a partner in illness management
- Impact of COVID-19 on the OTC pain management market
- OTC health products will maintain sales, following patterns of 2007-09 recession
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- Figure 10: Total US retail sales and forecast of OTC pain management, at current prices, 2015-25
- How the COVID-19 crisis will affect OTC pain management key consumer segments
- Lifestyle circumstances may enhance pain for parents
- Limited activity may enhance pain in older adults and chronic health managers
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- Figure 11: Reasons for managing pain, by experience of arthritis in the past 12 months, April 2020
- How a COVID-19 recession will reshape the OTC pain management industry
- Private label brands will continue to command sales from mainstream players
- Externals must pivot usage occasion as post-workout opportunity shifts
- COVID-19: US context
The Market – What You Need to Know
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- Pain incidence and new consumer needs support market growth
- Externals are the preferred solution for certain pain types
- Heightened stress will cause more pain for consumers
- Pharmacists can play a larger role in pain management
- Arthritis sufferers need accessible solutions
Market Size and Forecast
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- OTC pain management sales spike with advent of COVID-19
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- Figure 12: Total US retail sales and forecast of OTC pain management, at current prices, 2015-25
Market Breakdown
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- Oral OTC pain relievers continue to hold market share
- Internals see spike in sales due to COVID-19
- External sales grow amidst change in consumer routines; new player brings promise
- Muscle/body support segment remains stagnant
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- Figure 13: Total US retail sales and forecast of OTC pain management, by segment, at current prices, 2015-20
- Externals hold considerable opportunity when examining pain types
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- Figure 14: Treatment for types of pain, April 2020
Market Perspective
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- Heightened focus on mental wellbeing may increase pain
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- Figure 15: Experience of stress and select mental health conditions, May 2020
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- Figure 16: Pain association and frequency, April 2019
- Opportunity behind the counter
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- Figure 17: Motivations to change pain relief method, April 2020
Market Factors
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- Aging population need easy-to-access arthritis solutions
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- Figure 18: Joint health and body pain concerns and treatment, January 2020
- Lifestyle circumstances may enhance pain for parents
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- Figure 19: Pain types – have not experienced, by parental status, April 2020
Key Players – What You Need to Know
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- Tylenol dominates oral OTC segment
- Multi-benefit formulas perform
- Excedrin struggles to compete with catch-all formulas and private label
- CBD brings competition to externals segment
- Active ingredients will drive category innovation
- Following COVID-19, illness management offers opportunity
Company and Brand Sales of OTC Pain Management Products
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- J&J dominates category sales; private label continues to close gap
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- Figure 20: Multi-outlet sales of OTC pain management, by leading companies, rolling 52 weeks 2019 and 2020
What’s Working
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- Theraworx offers multi-therapy system through targeted approach
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- Figure 21: Multi-outlet sales of Theraworx Relief, rolling 52 weeks 2019 and 2020
- New multi-benefit formulas benefit Aspercreme sales
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- Figure 22: Multi-outlet sales of Aspercreme, rolling 52 weeks 2019 and 2020
What’s Struggling
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- Excedrin struggles to maintain share of voice in headache pain
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- Figure 23: Multi-outlet sales of internal analgesics, by leading companies, rolling 52 weeks 2019 and 2020
- Canna brands perform in externals segment and have room to grow
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- Figure 24: Multi-outlet sales of leading cannabis/CBD companies, rolling 52 weeks 2019 and 2020
What to Watch
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- Oral pain relievers utilize consumer knowledge of active ingredients
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- Figure 25: Attitudes toward OTC pain relievers, April 2020
- Pain relief remedies as a partner in managing common illness
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- Figure 26: Cabinet: Pain Reliever, February 2020
The Consumer – What You Need to Know
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- Efficacy and trust supports the market
- Consumers are influenced by expert resources
- Motivations to manage pain are holistic
- Active ingredients motivate purchase decisions
- Preventive pain management offers potential
- Pain managers are interested in added health benefits
Product Usage and Treatment
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- Use of OTC pain relievers is substantial
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- Figure 27: Product usage, April 2020
- Pain sources and treatment used identify areas of opportunity
- Adults seek treatment and prevention for headache pain
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- Figure 28: Approach to pain management, by adults who treat headache pain, April 2020
- Externals have vast reach with joint-related pain
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- Figure 29: Treatment for types of pain, April 2020
- Gap in arthritis treatment reveals need for accessible solutions
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- Figure 30: Treatment for types of pain – any OTC pain reliever (net), April 2020
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- Figure 31: Reasons for managing pain, by experience of arthritis in the past 12 months, April 2020
Motivations to Change Pain Relief Method
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- Trust and efficacy are paramount when managing pain
- Consumers are influenced by a variety of sources
- Product effectiveness and safety will keep consumers loyal
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- Figure 32: Motivations to change pain relief method, April 2020
- Recommendations plus stronger formulas win with consumers
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- Figure 33: TURF analysis – motivations to change pain relief method, April 2020
- Young adults take guidance from informal and convenient sources
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- Figure 34: Recommendation sources of influence, by age, April 2020
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- Figure 35: Equilibria Women Instagram story, #MyEQ
- Moms want tough relief more than product safety
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- Figure 36: Product attributes of influence, by parental status, by gender and parental status, April 2020
Reasons for Managing Pain
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- Feeling good enough to keep going motivates adults
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- Figure 37: Reasons for managing pain, April 2020
- Pain management offers emotional relief for young adults
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- Figure 38: Manages pain for mental/emotional wellbeing, by age, April 2020
- Non-physical needs increase with multi-product pain relief routines
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- Figure 39: Reasons for managing pain, by repertoire of product usage, April 2020
Attitudes toward OTC Pain Relievers
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- For the most part, externals and oral OTCs are on a level playing field
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- Figure 40: Attitudes toward OTC pain relievers, April 2020
- Older adults are motivated by active ingredients
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- Figure 41: Attitudes toward active ingredients in OTC pain relievers, by age, April 2020
- Women seek targeted and effective relief
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- Figure 42: Attitudes toward OTC pain reliever product attributes, by gender, April 2020
Approach to Pain Management
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- Room to grow preventive pain management market
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- Figure 43: Approach to pain management, April 2020
- Naturally positioned pain relief appeals to young adults
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- Figure 44: Approach to naturally positioned pain management, by age, April 2020
Ideal Pain Reliever Benefits
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- Adults seek added health benefits from pain relievers
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- Figure 45: Ideal pain relief benefits, April 2020
- Age determines need for added pain relief benefits
- Older adults are looking for benefits to maintain mobility
- Young adults want wellness support; opportunity to build preventive joint/bone health
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- Figure 46: Ideal pain relief benefits, by age, April 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast methodology
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 47: Total US retail sales of OTC pain management, by segment, at current prices, 2018 and 2020
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Appendix – Retail Channels
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- Figure 48: Total US retail sales of OTC pain management, by channel, at current prices, 2015-20
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Appendix – Key Players
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- Figure 49: Multi-outlet sales of external analgesics, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 50: Multi-outlet sales of muscle/body support devices, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 51: Multi-outlet sales of electrotherapy devices, by leading companies and brands, rolling 52 weeks 2019 and 2020
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