Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- OTC analgesic market suffers from private label migration
- J&J recalls accelerate movement to private label
- Analgesic liquids are best performing segment
- Drug stores outperform food and mass
- Brand positioning strategies address consumer fears
- Category sees competition from natural remedies
- Innovative products introduce new usage paradigms
- Usage frequency increases with age and presence of children
- Concern about side effects drives conservative usage
- Purchase decision commonly made at the point-of-sale
- Most respondents keep an extra supply of pain relievers handy
- Respondents stay on the lookout for better products
- Most parents give OTC analgesics to their children despite safety concerns
Insights and Opportunities
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- Brands need to re-establish trust with the consumer
- Natural remedy for chronic pain offers significant differentiation
- Social media can make brands more human
- Change in flex spending alters analgesic shopping habits
Inspire Insights
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- Trend: Brand Tribe
- Building on success of functional formulations, lifestyle branding creates tribe
Market Size and Forecast
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- Private label migration hurts FDMx sales
- Sales and forecast of OTC internal analgesics
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- Figure 1: U.S. sales and forecast of OTC internal analgesics, at current prices, 2005-15
- Figure 2: U.S. sales and forecast of OTC internal analgesics, at inflation-adjusted prices, 2005-15
- Walmart sales
Market Drivers
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- Consumer migration to private label hurts sales
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- Figure 3: U.S. FDMx sales of branded and private label OTC analgesics, at current prices, 2005-10
- Figure 4: Share of private label and branded new product launches of OTC internal analgesics, 2005-10
- Headaches remain most common reason for analgesic usage
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- Figure 5: Reason for using OTC analgesics, by age, February 2009-March 2010
- Active Baby Boomers make attractive target for high frequency usage
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- Figure 6: Population and estimated share of adult OTC analgesic usage, by age, 2010
Competitive Context
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- OTC analgesics see competition from home and herbal remedies, external treatments, and relaxation
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- Figure 7: Attitudes toward alternatives to OTC analgesics, by age, June-July 2010
- External analgesics
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- Figure 8: FDMx sales of OTC internal and external analgesics, 2005-09
- Figure 9: Share of external analgesics and internal analgesics as a percent of total analgesic launches, 2005-10
- Herbal and homeopathic remedies
- Prescription pain killers on the rise
Segment Performance
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- Analgesic liquids are the bright spot in a sluggish market
- Sales of OTC internal analgesics, by segment
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- Figure 10: Sales of OTC internal analgesics, segmented by type, 2008 and 2010
Segment Performance—Analgesic Tablets
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- Tablet sales sluggish as private label gains
- Sales and forecast of analgesic tablets
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- Figure 11: U.S. FDMx sales and forecast of analgesic tablets, at current prices, 2005-15
Segment Performance—Analgesic Liquids
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- Private label liquids continue explosive growth as brands fall
- Sales and forecast of analgesic liquids
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- Figure 12: U.S. FDMx sales and forecast of analgesic liquids, at current prices, 2005-15
Segment Performance—Feminine Pain Relievers
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- Feminine relief suffers as women pull back on spending
- Sales and forecast of feminine pain relievers
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- Figure 13: U.S. FDMx sales and forecast of feminine pain relievers, at current prices, 2005-15
Retail Channels
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- Dominant drug store channel outperforms food and mass
- Sales of OTC analgesics, by channel
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- Figure 14: U.S. retail sales of OTC analgesics, by channel, 2008 and 2010
Retail Channels—Drug Stores
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- Private label sales drive drug channel growth
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- Figure 15: U.S. drug store sales of OTC analgesics, at current prices, 2005-10
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- Figure 16: U.S. drug store sales of private label OTC analgesics, at current prices, 2005-09
Retail Channels—Other FDMx
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- Weaker private label sales means less growth at food and drug
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- Figure 17: U.S. other FDMx sales of OTC analgesics, at current prices, 2005-10
- Figure 18: U.S. other FDMx sales of private label OTC analgesics, at current prices, 2005-09
Leading Companies
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- J&J share sinks after products removed from retailer shelves
- Private label gains more from recalls than branded competitors
- Manufacturer sales of OTC internal analgesics
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- Figure 19: U.S., FDMx manufacturer sales of OTC analgesics, 2009 and 2010
Brand Share—Analgesic Tablets
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- Advil and private label gain share as Tylenol brand suffers
- Manufacturer and brand sales of analgesic tablets
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- Figure 20: Selected FDMx brand sales and market share of analgesic tablets, 2009 and 2010
Brand Share—Analgesic Liquids
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- Segment sales grow despite decline of leading brands
- Manufacturer and brand sales of analgesic liquids
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- Figure 21: Selected FDMx brand sales and market share of analgesic liquids, 2009 and 2010
Brand Share—Feminine Pain Relievers
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- Excedrin Menstrual launch steals share from segment leaders
- Manufacturer and brand sales of feminine pain relievers
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- Figure 22: Selected FDMx brand sales and market share of feminine pain relievers, 2009 and 2010
Innovation and Innovators
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- Bayer AM extends category usage
- Cobroxin offers groundbreaking homeopathic remedy for chronic pain
Brands and Marketing Strategy
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- Ad spend can boost sales but not always effective
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- Figure 23: Media expenditures for leading OTC analgesic brands, 2008-09
- Online marketing most important for 25-34 year olds
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- Figure 24: Researching OTC pain medication online, by age, June-July 2010
- Younger respondents use most well-known or strongest-acting brands
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- Figure 25: Usage of OTC analgesic brands, by age, November 2008-December 2009
- Brand analysis: Tylenol humanizes itself as a gentler medication
- TV presence
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- Figure 26: Tylenol – Doctors Recommend Most, television ad, November 2009
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- Figure 27: Analysis of Tylenol TV spots, 2009-10
- Online initiatives
- Brand analysis: Advil pushes potency for many indications
- TV presence
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- Figure 28: Advil – Joint Pain, television ad, February 2010
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- Figure 29: Analysis of Advil TV spots, 2009-10
- Online initiatives
- Brand analysis: Aleve focuses on longer-lasting action and fewer pills
- TV presence
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- Figure 30: Aleve – Two a Day, television ad, April 2010
- Online initiatives
- Brand analysis: Excedrin aims headache franchise at young women
- TV presence
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- Figure 31: Excedrin Migraine – Teenage Girl, television ad, April 2010
- Online initiatives
- Brand analysis: Bayer aims at younger demo with hangover cure
- TV presence
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- Figure 32: Bayer AM – Morning Pain, television ad, July 2010
- Online initiatives
Types of Analgesics Used
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- Key points
- Frequency of usage increases with age and presence of children
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- Figure 33: Penetration and usage frequency of OTC analgesics, by key demographics, February 2009-March 2010
- 25-34-year-olds looking for stronger action
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- Figure 34: Types of OTC analgesics used, by age, June-July 2010
- Stronger acting products may be taken less frequently
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- Figure 35: Frequency of usage of branded OTC analgesics, June-July 2010
Usage Habits
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- Key points
- Most respondents still try to limit usage
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- Figure 36: Usage habits, by gender, June-July 2010
- Under-35s least likely to use preventatively
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- Figure 37: Usage habits, by age, June-July 2010
Perceived Effectiveness
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- Key points
- Respondents expect differentiation through specificity and effectiveness
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- Figure 38: Perceived effectiveness of OTC analgesics, by gender, June-July 2010
- Under-45s more likely to want faster action
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- Figure 39: Perceived effectiveness of OTC analgesics, by age, June-July 2010
Product Selection
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- Key points
- Symptom-matching at point-of-sale is most popular way to buy
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- Figure 40: Sources of influence in product selection, June-July 2010
- Under-35s more likely to seek word-of-mouth recommendations
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- Figure 41: Sources of influence in product selection, by age, June-July 2010
Where Analgesics are Kept
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- Key points
- Most respondents keep a supply of OTC pain meds readily available
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- Figure 42: Where OTC analgesics are kept, by gender, June-July 2010
- 25-44 age range more likely to keep secondary supply at work
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- Figure 43: Where OTC analgesics are kept, by age, June-July 2010
Appeal of New Brands
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- Key points
- Half of respondents will try new brands that “work better”
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- Figure 44: Attitudes toward OTC analgesics, by gender, June-July 2010
- Under-45s more likely to try new brands
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- Figure 45: Attitudes toward OTC analgesics, by age, June-July 2010
Concern About Side Effects
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- Key points
- Half of respondents concerned about side effects
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- Figure 46: Concern about side effects, by gender, June-July 2010
- Higher-earners less concerned about “immunity”
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- Figure 47: Concern about side effects, by household income, June-July 2010
OTC Analgesics and Children
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- Key points
- Administration by parents increases with age of child
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- Figure 48: Administration of OTC analgesics to children, by age of child, June-July 2010
- Significant majority of parents still concerned about side effects
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- Figure 49: Attitudes toward OTC analgesics and children, by gender, June-July 2010
Race and Hispanic Origin
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- Key points
- Asian respondents more likely to value brands but overwhelmed by choices
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- Figure 50: Perceived effectiveness of OTC analgesics, by race and Hispanic origin, June-July 2010
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- Figure 51: Attitudes toward OTC analgesics, by race and Hispanic origin, June-July 2010
- Asian respondents fear side effects and are more likely to try alternatives
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- Figure 52: Concern about side effects, by race and Hispanic origin, June-July 2010
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- Figure 53: Use of alternatives to OTC pain medication, by race and Hispanic origin, June-July 2010
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- Figure 54: Usage habits, by race and Hispanic origin, June-July 2010
- Black respondents more concerned about side effects for both adults and children
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- Figure 55: Attitudes toward OTC analgesics and children, by race and Hispanic origin, June-July 2010
Cluster Analysis
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- The Satisfied
- Characteristics
- Opportunity
- Limiters
- Characteristics
- Opportunity
- Remedy Seekers
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 56: Internal analgesics clusters, June-July 2010
- Figure 57: Types of OTC analgesics used, by clusters, June-July 2010
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- Figure 58: Sources of influence in product selection, by clusters, June-July 2010
- Figure 59: Where OTC analgesics are kept, by clusters, June-July 2010
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- Figure 60: Attitudes toward internal analgesics, by clusters, June-July 2010
- Figure 61: Concerns about internal analgesics, by clusters, June-July 2010
- Cluster demographics
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- Figure 62: Internal analgesics clusters, by gender, June-July 2010
- Figure 63: Internal analgesics clusters, by age, June-July 2010
- Figure 64: Internal analgesics clusters, by household income, June-July 2010
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- Figure 65: Internal analgesics clusters, by race/Hispanic origin, June-July 2010
- Cluster methodology
Custom Consumer Groups
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- Moms and dads are most important marketing targets among under-55s
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- Figure 66: Types of OTC analgesics used, by gender and presence of children in the household, June-July 2010
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- Figure 67: Attitudes toward OTC analgesics, by gender and presence of children in the household, June-July 2010
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- Figure 68: Perceived effectiveness of OTC analgesics, by gender and presence of children in the household, June-July 2010
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- Figure 69: Where OTC analgesics are kept, by gender and presence of children in the household, June-July 2010
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- Figure 70: Concern about side effects, by gender and presence of children in the household, June-July 2010
Builders Panel Data
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- Overview of internal analgesics
- Internal analgesic tablets
- Consumer insights on key purchase measures
- Brand map
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- Figure 71: Brand map, selected brands of internal analgesic tablets buying rate, by household penetration, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 72: Key purchase measures for the top brands of internal analgesic tablets, by household penetration, 2009
- Internal analgesic liquids
- Consumer insights on key purchase measures
- Brand map
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- Figure 73: Brand map, selected brands of internal analgesics liquids buying rate, by household penetration, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 74: Key purchase measures for the top brands of internal analgesic liquids, by household penetration, 2009
Appendix: Other Useful Consumer Tables
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- Gender
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- Figure 75: Sources of influence in product selection, by gender, June-July 2010
- Age
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- Figure 76: Concern about side effects, by age, June-July 2010
- Household income
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- Figure 77: Sources of influence in product selection, by household income, June-July 2010
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- Figure 78: Attitudes toward OTC analgesics and children, by household income, June-July 2010
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- Figure 79: Where OTC analgesics are kept, by household income, June-July 2010
- Race and Hispanic origin
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- Figure 80: Where OTC analgesics are kept, by race and Hispanic origin, June-July 2010
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- Figure 81: Sources of influence in product selection, by race and Hispanic origin, June-July 2010
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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