Table of Contents
Issues in the Market
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- Definitions
- Abbreviations
Insights and Opportunities
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- Management of pain
- Delivering pain relief for the heaviest users
- Hangover remedy
- Opportunities at work
Market in Brief
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- Hit it hard and fast
- Value sales are suffering
- Convenience is king
- State interference
- Active ingredients
- Consolidation is key
- Positive future growth predicted
Fast Forward Trends
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- Trend 1: Hype and Hypochondria
- Trend 2: The Golden Bullet
- Trend 3: Nature vs Science
Internal Market Environment
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- Physiological factors
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- Figure 1: Selected complaints suffered from in the last 12 months, 2001-05
- Headaches
- Migraine
- Arthritis
- Bad back
- Other ailments
- Cultural attitudes to healthcare
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- Figure 2: Agreement with attitude statements on health, 2001-05
- Health is a priority for consumers
- Dr Dolittle
- Analgesics for sports injuries
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- Figure 3: Play or take part in selected sports regularly or occasionally, 2001-05
Broader Market Environment
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- Changing nature of healthcare provision
- Taking responsibility – self-care
- How the Internet fits into healthcare provision
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- Figure 4: Reasons for visiting healthcare websites in the last 3 months, 2002-06
- Consumers use the Internet for fact-finding
- Low Internet analgesics sales
- Changing demographics
- Ageing population
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- Figure 5: UK population, 2001 and 2006
- More busy ABs
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- Figure 6: UK population by socio-economic status, 2001 and 2006
Competitive Context
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- Analgesics on prescription
- Pharmacy and general sales of analgesics
- Avoiding the restrictions
- Promotional restrictions
- Clampdown on ‘BOGOF’ (buy one get one free) promotions
Strengths and Weaknesses
Who’s Innovating?
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- Strategies for NPD
- New paediatric formulations
- Future
New Product Briefs
Market Sizes and Forecast
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- Growth coming from pharmacy sector
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- Figure 7: Sales of analgesics, 2001-11
- Downward price pressure from grocery multiples
- Volume and pack sizes
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- Figure 8: Volume and unit sales**, 2003-05
- The Future
- Growing older painlessly?
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- Figure 9: projected UK population by age, 2006-11
- Targeted solutions
- The future is upwardly mobile
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- Figure 10: Projected UK population, by socio-economic status, 2006-11
Segment Performance
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- Active ingredients
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- Figure 11: Retail sales of analgesics, by active ingredient, 2004-06
- Ibuprofen
- Paracetamol
- Aspirin
- Paediatric formulations
- Paracetamol and codeine
- Paracetamol and aspirin
- Ibuprofen and Codeine
- Others
- New migraine treatments/ingredients join the OTC market
- Triptans
- Menthol
- Format type
- Tablets and caplets dominate
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- Figure 12: Sales of analgesics, by product format, 2004-06
- Capsules catch on
Market Share
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- Own-label has been the big success story
- Brand shares
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- Figure 13: Brand shares of analgesics, 2004 and 2006
Companies and Products
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- GlaxoSmithKline
- Wyeth Consumer Healthcare
- Pfizer
- Reckitt Benckiser
- Bayer (including Roche Consumer Health)
- SSL International
- Boots the Chemist
Brand Communication and Promotion
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- Figure 14: Main monitored media spend for analgesics, 2001-05
- Maintaining brand awareness
- Analgesic marketing peaks in 2004
- Media usage
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- Figure 15: Main monitored media research, 2005
- Above the line
- Seasonality
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- Figure 16: Main monitored media spend, 2005
- Winter woes
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Channels to Market
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- Evolving distribution map
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- Figure 17: Retail sales of analgesics, by type of outlet, 2004-06
- Groceries fight to hold their own
- P products give pharmacies a big market niche
- Niche outlets
The Consumer – Usage and Frequency
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- Ailments suffered
- Young headaches
- Migraines – education is key
- Old aches and pains – rheumatism and arthritis
- Usage and penetration
- Headache remedies and analgesics
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- Figure 18: Usage of headache remedies and analgesics in the last 12 months, 2001-05
- Targeted formulations lead to decline in frequency of use?
- Retired consumers have contrasting usage habits
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- Figure 19: Usage of analgesics and headache remedies, by age, 2005
- Sporting injuries
- Younger AB consumers need fast acting pain relief
- Women are the heaviest users
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- Figure 20: Usage of analgesics and headache remedies, by gender and lifestage, 2005
- Family most likely to be medium users
- Usage by attitudes to health and wellbeing
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- Figure 21: Usage of headache remedies and analgesics in the last 12 months, by agreement with attitude statements on health, 2005
- Repertoire of illnesses
- Fewer more effective treatments
- Prevention better than cure
- Usage by incidence of ailments
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- Figure 22: Usage of headache remedies and analgesics in the last 12 months, by complaints suffered from in the last 12 months, 2005
- Symptoms drive use of analgesics
- Recurring and persistent conditions
- Usage by sporting activities
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- Figure 23: Usage of headache remedies and analgesics in the last 12 months, by play or take part in selected sports regularly, 2005
- Symptom or cure
The Consumer – Who, Why, What?
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- Format used
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- Figure 24: Products format used, May 2006
- Traditional tablets
- Family-friendly formats
- Topical analgesics
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- Figure 25: Usage of topical painkillers ie creams, gels, rubs, sprays, May 2006
- Refresh and revitalise
The Consumer – Attitudes and Behaviours
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- Figure 26: Attitudes towards analgesics, May 2006
- Lifestyle usage
- Brands vs. cost
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- Figure 27: Attitudes to analgesics by lifestage, May 2006
- Targeting on the move
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- Figure 28: Agreement with the statement ‘I like to keep a supply with me all the time’, May 2006
- Work-based ailments
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The Consumer – Further Analysis
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- Figure 29: Number of formats of analgesics used, May 2006
- Format satisfaction
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- Figure 30: Number of formats of analgesics used, by format type, May 2006
- Tablets & capsules are staples
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- Figure 31: Number of formats of analgesics used, by attitudes to analgesics, May 2006
- Multi-format treatment for sports and drinking injuries
- Constant companions opt for multiple formats
- Topical solutions work faster
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Appendix
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- Brand Communication and Promotion
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- Figure 32: Main monitored media spend for analgesics, by advertiser (company and brand), 2003-05
- The Consumer – Usage and Frequency
- Incidence of ailments
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- Figure 33: Selected complaints suffered from in the last 12 months, by demographic sub-group, 2005
- Usage of analgesics
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- Figure 34: Usage of headache remedies and analgesics in the last 12 months, by demographic sub-group, 2005
- The Consumer – Who, Why, What?
- Format usage
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- Figure 35: Products format used, by detailed demographics, May 2006
- The Consumer – Attitudes and Behaviours
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- Figure 36: Attitudes to analgesics, January 2006
- Figure 37: Attitudes to analgesics, by selected demographics, May 2006
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