Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- The market
-
- Figure 1: Total U.S. sales and fan chart forecast of OTC analgesics, at current prices, 2008-18
- Treating pain
-
- Figure 2: Pain experienced and ways in which common pains are treated, April 2013
- Segment snapshots
- Market factors: Aging population
- Retail share and growth
- Key players
- The consumer
- Store brands vs. brand names
-
- Figure 3: Attitudes toward store brands and name brands, April 2013
- Determining how to treat pain
-
- Figure 4: Ways to determine how to treat pain, April 2013
- Attitudes toward pain remedies
-
- Figure 5: Attitudes toward pain, April 2013
- What we think
Issues and Insights
-
- How to help brands differentiate from private label products
- The issues
- The implications
- Limited category brand innovation
- The issues
- The implications
- Consumers concerned about using orally ingested products
- The issues
- The implications
- Internal analgesic liquids experience very low penetration and sales/market share. How can brands increase usage of this format?
- The issues
- The implications
Trend Applications
-
- Trend: Accentuate the Negative
-
- Figure 6: Johnson & Johnson, “For all you love,” 2013
- Trend: Return to the Experts
- Mintel Futures: Generation Next
-
- Figure 7: Prevalence of obesity among children and teens aged 2-19, 1971-2010
Market Size and Forecast
-
- Key points
- Despite setbacks, market of OTC analgesics expected to grow
- Sales and forecast of analgesics
-
- Figure 8: Total U.S. retail sales and forecast of OTC analgesic remedies, at current prices, 2008-18
- Figure 9: Total U.S. retail sales and forecast of OTC analgesic remedies, at inflation-adjusted prices, 2008-18
- Fan chart forecast
-
- Figure 10: Total U.S. sales and fan chart forecast of OTC analgesic remedies, at current prices, 2008-18
Market Drivers
-
- Key points
- Most people experience some type of pain
- Arthritis common among older adults
-
- Figure 11: Types of pain experienced in the past six months, by gender and age, April 2013
- Demographics
- Age
-
- Figure 12: Population, by age, 2008-18
- Ethnicity
-
- Figure 13: Population, by race and Hispanic origin, 2008-18
- Figure 14: Types of pain experienced in the past six months, by race/Hispanic origin, April 2013
- Prevalence of obesity will require pain relief for joints
- Stress creates headaches
- Usage of pain medications
-
- Figure 15: Headache and pain reliever usage and non-prescription pain relieving rubs, liquids and wraps usage, January 2004-November 2012
- Product recalls affect market of OTC analgesics
Competitive Context
-
- Prescription products
-
- Figure 16: Salonpas product shot
- Private label brands
-
- Figure 17: Attitudes toward store brands and name brands, April 2013
- Alternative ways to treat pain
-
- Figure 18: Other ways of treating pain, by type of pain, April 2013
Segment Performance
-
- Key points
- Consumers shifting from internal remedies to external
- Sales of OTC analgesics, by segment
-
- Figure 19: Total U.S. retail sales of OTC analgesics, by segment, at current prices, 2011 and 2013
Segment Performance – Internal Analgesics
-
- Key points
- Overview
-
- Figure 20: Share of OTC internal analgesics, by liquid, tablet, feminine pain relievers, 2013
- The return of Motrin and Tylenol is good news for liquids, not for tablets
-
- Figure 21: Sales of OTC internal analgesic tablets, at current prices, 2008-13
- Figure 22: Sales of OTC internal analgesic liquids, at current prices, 2008-13
- While low, sales of feminine pain relievers increasing
-
- Figure 23: Sales of OTC internal analgesic feminine pain relievers, at current prices, 2008-13
- Outlook for internal analgesics growth limited
-
- Figure 24: Sales and forecast of internal analgesics, at current prices, 2008-18
Segment Performance – External Analgesics
-
- Key points
- Overview
-
- Figure 25: Share of OTC internal analgesics, by segment, 2013
- Sales of OTC external analgesics growing
-
- Figure 26: Sales of OTC external analgesic rubs, at current prices, 2008-13
- Figure 27: Sales of OTC external analgesic heat/ice packs, at current prices, 2008-13
- Sales and forecast of OTC external analgesics
-
- Figure 28: Sales and forecast of external analgesics, at current prices, 2008-18
Retail Channels
-
- Key points
- Sales at “other” channels continue to dominate market
-
- Figure 29: Total U.S. retail sales of OTC analgesics, by channel, at current prices, 2011-13
- “Other” channels finally see an uptick
-
- Figure 30: Walmart print ad, “Manage your back pain and your budget”, 2013
- Sales at drug stores continue to increase
- Supermarkets struggle to keep up
-
- Figure 31: Attention to in-store advertising/product promotions, by headache and pain relievers, October 2011-November 2012
- Sales of OTC analgesics, by retail channel
-
- Figure 32: U.S. sales of OTC analgesics, at current prices, by retail channel, 2008-13
Leading Companies
-
- Key points
- Bayer and Pfizer continue to increase sales
- Johnson & Johnson continues to struggle
- Headaches plague Novartis
- Private label fares well
-
- Figure 33: MULO sales of OTC analgesics, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Internal Analgesic Tablets
-
- Key points
- The winners
- The losers
-
- Figure 34: MULO sales of OTC internal analgesic tablets, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Internal Analgesic Liquids
-
- Key points
- Johnson & Johnson overtakes Pfizer
-
- Figure 35: Children’s Motrin print advertisement, “For the times when the thermometer confirms what you already knew”, 2013
- Figure 36: MULO sales of OTC internal analgesic liquids, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Internal Analgesic Feminine Pain Relievers
-
- Key points
- Aging population fuels growth of Estroven
- Fewer, lighter periods among women will be challenge for category
-
- Figure 37: MULO sales of OTC feminine pain relievers, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – External Analgesic Rubs
-
- Key points
- Analgesic rubs heat up and cool down
- Salonpas and Boiron experience success
-
- Figure 38: Salonpas Jet Spray product shot
- Figure 39: MULO sales of OTC external analgesic rubs, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – External Analgesic Heat/Ice Packs
-
- Key points
- Sales decline for PRECISE and ThermaCare
- HotHands 2 and ThermiPaq increasing
-
- Figure 40: MULO sales of heat/ice packs, by leading companies, rolling 52 weeks 2012 and 2013
Brand Usage and Preference
-
- Key points
- Types and forms of headache and pain relievers used
-
- Figure 41: Goody’s Headache Relief Shot
- Figure 42: Strength and form of headache and pain relievers used, by gender and age, October 2011-November 2012
- Despite recalls, Tylenol still number-one reported brand used
-
- Figure 43: Advil Print ad, “Relief in Action?” 2013
-
- Figure 44: Brands of headache and pain relievers used, by gender and age, October 2011-November 2012
- Types of pain-relieving rubs, liquids, and wraps used
-
- Figure 45: Types of non-prescription pain relieving rubs, liquids and wraps used, by gender and age, October 2011-November 2012
- Brands of pain relieving rubs, liquids, and wraps used
-
- Figure 46: Brands of non-prescription pain relieving rubs, liquids and wraps used, by age, October 2011-November 2012
Innovations and Innovators
-
- Key points
- Number of pain reliever product introductions slows
-
- Figure 47: Number of pain relief product launches, 2007-13*
- Internal pain relievers
- Brand name and private label product introductions
-
- Figure 48: Share of branded/private label ingested pain reliever product launches, 2007-13
- Time/speed is important for ingested pain relievers
-
- Figure 49: Ingested pain reliever products launched, by top 10 claims, 2007-13
- External pain relievers
- Brand names outnumber private label
-
- Figure 50: Share of branded/private label non-ingested pain reliever product launches, 2007-13
- New product introductions aim to heal pain quickly
-
- Figure 51: Ingested pain reliever products launched, by top 10 claims, 2007-13
- Retail innovations
-
- Figure 52: Help Remedies pop up store
Marketing Strategies
-
- Overview
-
- Figure 53: Advertising spending for select internal and external analgesic remedies, 2011
- Strategy: Athletic endorsements
-
- Figure 54: Icy Hot, “Game Over,” 2013
- Strategy: Illustrating efficacy
-
- Figure 55: Aleve, “Pain Relief,” 2013
-
- Figure 56: Tylenol, “In the Park,” 2013
- Strategy: Comparison
-
- Figure 57: Aleve, “Doesn’t Compare,” 2013
-
- Figure 58: Aleve Print ad, “If you could take fewer pills, why wouldn’t you?” 2013
- Figure 59: Bayer HealthCare, “Blocks Pain at the Site,” 2013
- Strategy: Testimonials
-
- Figure 60: Advil, “Take Action,” 2013
- Strategy: Dr. Recommended
-
- Figure 61: Bayer HealthCare, “No Doubt,” 2013
-
- Figure 62: Bayer HealthCare, “Life Saver,” 2013
Social Media – Analgesics
-
- Key points
- Key social media metrics
-
- Figure 63: Key brand metrics, analgesics brands, June 2013
- Market overview
- Brand usage and awareness
-
- Figure 64: Usage and awareness of selected analgesics brands, April 2013
- Interaction with brands
-
- Figure 65: Interaction with selected analgesics brands, April 2013
- Online conversations
-
- Figure 66: Percentage of consumer conversation by selected analgesic brands, May 1, 2013-May 31, 2013
-
- Figure 67: Online mentions, selected analgesic brands, percent of daily mentions, by day, percent of daily mentions, May 1, 2013-May 31, 2013
- Where are people talking about analgesic brands?
-
- Figure 68: Mentions by page type, selected analgesic brands, percent of daily mentions, May 1, 2013-May 31, 2013
- What are people talking about?
-
- Figure 69: Mentions, by type of conversation, selected analgesics brands, May 1, 2013-May 31, 2013
-
- Figure 70: Major areas of discussion surrounding analgesics brands, percent of daily mentions, by day, May 1, 2013-May 31, 2013
-
- Figure 71: Major areas of discussion surrounding analgesics brands, by page type, May 1, 2013-May 31, 2013
- Brand analysis
- Tylenol
-
- Figure 72: Tylenol key social media indicators, June 2013
- Key online campaigns
- What we think
- Advil
-
- Figure 73: Advil key social media indicators, June 2013
- Key online campaigns
- What we think
- Motrin
-
- Figure 74: Motrin key social media indicators, June 2013
- Key online campaigns
- What we think
- Excedrin
-
- Figure 75: Excedrin key social media indicators, June 2013
- Key online campaigns
- What we think
- Aleve
-
- Figure 76: Aleve key social media indicators, June 2013
- Key online campaigns
- What we think
- Bayer
-
- Figure 77: Bayer key social media indicators, June 2013
- Key online campaigns
- What we think
Treating Pain
-
- Key points
- OTC internal analgesics most common way to treat pain
-
- Figure 78: Ways of treating pain (internal and external treatments), by type of pain, April 2013
- Women more likely than men to treat pain
-
- Figure 79: Ways of treating pain, by gender and age, April 2013
- External remedy users more likely to also use internal remedies
-
- Figure 80: St. Christoph Headache Roll-On, Germany, February 2013
- Figure 81: Ways of treating pain, by remedy usage, April 2013
- Consumers take pain medication to treat remedies at different frequencies
-
- Figure 82: Reasons for using headache and pain relievers, by frequency of use, October 2011-November 2012
Determining How to Treat Pain
-
- Key points
- Older pain sufferers turn to professionals
- Younger pain sufferers turn to friends/family
-
- Figure 83: Ways to determine how to treat pain, by age, April 2013
- Product packaging a top source of information
-
- Figure 84: Ways to determine how to treat pain, by gender, April 2013
- External analgesic users could use more support
-
- Figure 85: Ways to determine how to treat pain, by remedy usage, April 2013
- Strategies to reach those suffering from menstrual pain
- Arthritis sufferers turn to doctors
-
- Figure 86: Ways to determine how to treat pain, by types of pain experienced in the past six months, April 2013
Attitudes Toward Pain
-
- Key points
- Older consumers likely to limit pain medication
-
- Figure 87: Concerns about taking pain medication, by age, April 2013
- Prevent younger pain sufferers from overmedicating
-
- Figure 88: Attitudes toward treating pain, by age, April 2013
- External analgesic users wary of internal pain relievers
-
- Figure 89: Attitudes toward pain, by remedy usage, April 2013
- Prepare women for menstrual pain
-
- Figure 90: Attitudes toward pain, by types of pain experienced in the past six months, April 2013
Consumer Segmentation/Cluster Analysis
-
-
- Figure 91: Target clusters, April 2013
- Cluster 1: Set in their Ways
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Holistic Healers
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Fixer Uppers
- Demographics
- Characteristics
- Opportunity
- Cluster demographic tables
-
- Figure 92: Target clusters, by demographic, April 2013
- Cluster characteristic tables
-
- Figure 93: Types of pain experienced in the past six months, by target clusters, April 2013
-
- Figure 94: Ways of treating pain, by target clusters, April 2013
-
- Figure 95: Attitudes toward name brands, by target clusters, April 2013
-
- Figure 96: Ways to determine how to treat pain, by target clusters, April 2013
-
- Figure 97: Attitudes toward pain, by target clusters, April 2013
-
- Figure 98: Attitudes toward health (any agree), by target clusters, April 2013
- Cluster methodology
-
Information Resources Inc./Builders – Key Household Purchase Measures
-
- Overview
- Internal analgesics
- Internal analgesics tablets
- Consumer insights on key purchase measures
- Brand map
-
- Figure 99: Brand map, selected brands of internal analgesics tablets buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
-
- Figure 100: Key purchase measures for the top brands of internal analgesics tablets, by household penetration, 52 weeks ending June 24, 2012
- Internal analgesics liquids
- Consumer insights on key purchase measures
- Brand map
-
- Figure 101: Brand map, selected brands of internal analgesics liquids, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
-
- Figure 102: Key purchase measures for the top brands of internal analgesics liquids, by household penetration, 52 weeks ending June 24, 2012
- Feminine pain relievers
- Consumer insights on key purchase measures
- Brand map
-
- Figure 103: Brand map, selected brands of feminine pain relievers, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
-
- Figure 104: Key purchase measures for the top brands of feminine pain relievers, by household penetration, 52 weeks ending June 24, 2012
- External analgesics
- External analgesic Rubs
- Consumer insights on key purchase measures
- Brand map
-
- Figure 105: Brand map, selected brands of external analgesic rubs buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
-
- Figure 106: Key purchase measures for the top brands of external analgesic rubs, by household penetration, 52 weeks ending June 24, 2012
- Heat/ice packs
- Consumer insights on key purchase measures
- Brand map
-
- Figure 107: Brand map, selected brands of heat/ice packs buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
-
- Figure 108: Key purchase measures for the top brands of heat/ice packs, by household penetration, 52 weeks ending June 24, 2012
Appendix – Other Useful Consumer Tables
-
- Incidence of pain
-
- Figure 109: Types of pain experienced in the past six months, by gender, April 2013
-
- Figure 110: Types of pain experienced in the past six months, by age, April 2013
- Treating pain
-
- Figure 111: Ways of treating pain, by gender, April 2013
-
- Figure 112: Ways of treating pain, by age, April 2013
-
- Figure 113: Ways treated pain, by race/Hispanic origin, April 2013
- Determining how to treat pain
-
- Figure 114: Ways to determine how to treat pain, by gender and age, April 2013
-
- Figure 115: Ways to determine how to treat pain, by repertoire groups-otc external usage, April 2013
-
- Figure 116: Ways to determine how to treat pain, by race/Hispanic origin, April 2013
- Attitudes toward pain
-
- Figure 117: Attitudes toward pain, by gender and age, April 2013
- Attitudes toward store brands and name brands
-
- Figure 118: Attitudes toward store brands and name brands, by remedy usage, April 2013
- Attitudes toward health
-
- Figure 119: Attitudes toward health, by types of pain experienced in the past six months, April 2013
-
- Figure 120: Attitudes toward health, by age, April 2013
- Brands of headache and pain relievers used
-
- Figure 121: Brands of headache and pain relievers used, by age, October 2011-November 2012
Appendix – Social Media
-
- Usage and awareness
-
- Figure 122: Analgesic brand usage or awareness, April 2013
- Figure 123: Tylenol usage or awareness, by demographics, April 2013
-
- Figure 124: Advil usage or awareness, by demographics, April 2013
- Figure 125: Motrin usage or awareness, by demographics, April 2013
-
- Figure 126: Bayer usage or awareness, by demographics, April 2013
- Figure 127: Excedrin usage or awareness, by demographics, April 2013
-
- Figure 128: Aleve usage or awareness, by demographics, April 2013
- Interactions with brands
-
- Figure 129: Activities done, by analgesic brand, April 2013
- Figure 130: Tylenol – Activities done, by demographics, April 2013
-
- Figure 131: Advil – Activities done, by demographics, April 2013
-
- Figure 132: Motrin -Activities Done, by demographics, April 2013
-
- Figure 133: Bayer – Activities done, by demographics, April 2013
-
- Figure 134: Excedrin – Activities done, by demographics, April 2013
-
- Figure 135: Aleve – Activities done, by demographics, April 2013
- Online conversations
-
- Figure 136: Percentage of consumer conversation by selected analgesic brands, May 1, 2013-May 31, 2013
- Figure 137: Online mentions, selected analgesic brands, percent of daily mentions, by day, percent of daily mentions, May 1, 2013-May 31, 2013
- Figure 138: Mentions, by page type, selected analgesic brands, percent of daily mentions, May 1, 2013-May 31, 2013
-
- Figure 139: Mentions by type of conversation, selected analgesics brands, May 1, 2013-May 31, 2013
- Figure 140: Major areas of discussion surrounding analgesics brands, percent of daily mentions, by day, May 1, 2013-May 31, 2013
-
- Figure 141: Major areas of discussion surrounding analgesics brands, by page type, May 1, 2013-May 31, 2013
Appendix – Information Resources Inc. Builders Panel Data Definitions
-
- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
Back to top