Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- The market
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- Figure 1: Total US sales and fan chart forecast of OTC analgesics, at current prices, 2009-19
- Segment performance
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- Figure 2: Sales of OTC analgesics segmented by type, 2012 and 2014
- Key players
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- Figure 3: MULO sales of OTC analgesics, by leading companies, rolling 52 weeks 2013 and 2014
- The consumer
- Product usage
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- Figure 4: OTC analgesic usage, by age, March 2014
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- Figure 5: Reasons used OTC analgesics, March 2014
- Purchase habits
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- Figure 6: Purchase behaviors, March 2014
- Ways to incite trial
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- Figure 7: Interest in product innovations, March 2014
- What we think
Issues and Insights
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- How can companies innovate in the analgesics category?
- The issues
- The implications
- What opportunities are there to increase external analgesic use?
- The issues
- The implications
- How will the aging population affect the OTC analgesic market?
- The issues
- The implications
Trend Applications
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- Trend: FSTR HYPR
- Trend: Totophobia
- Trend: Prepare for the Worst
Market Size and Forecast
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- Key points
- Key brands return to shelf helps to boost OTC analgesic sales
- Outlook for OTC analgesics positive
- Sales and forecast of OTC analgesics
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- Figure 8: Total US sales and forecast of OTC analgesics, at current prices, 2009-19
- Figure 9: Total US sales and forecast of OTC analgesics, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 10: Total US sales and fan chart forecast of OTC analgesics, at current prices, 2009-19
Market Drivers
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- Key points
- Aging population increases need for pain relief
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- Figure 11: Population by age, 2009-19
- Increased stress leads to headaches
- High rates of exercise bode well for pain treatment
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- Figure 12: Regular exercise participation, by age, November 2012-December 2013
- Effects of the ACA on OTC analgesics
Competitive Context
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- Key points
- Alternative ways to treat pain
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- Figure 13: Ways to treat pain, by gender and age, March 2014
Segment Performance
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- Key points
- Internal dominates market while external boasts strong growth rates
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- Figure 14: Sales of OTC analgesics, segmented by type, 2012 and 2014
- Internal analgesics benefit from name brands returning to market
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- Figure 15: Sales of OTC internal analgesics, by product form, 2009-14
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- Figure 16: Total US sales and forecast of OTC internal analgesics, at current prices, 2009-19
- External analgesics experience uptick
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- Figure 17: Sales of OTC external analgesics, by product form, 2009-14
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- Figure 18: Total US sales and forecast of OTC external analgesics, at current prices, 2009-19
Retail Channels
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- Key points
- Most analgesic sales at “other” retail channels
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- Figure 19: #Targetrun print ad
- Sales at drug stores slow
- Potential for alternative shopping and delivery formats to rise
- Sales of OTC analgesics, by channel
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- Figure 20: Total US retail sales of OTC analgesics, by channel, at current prices, 2009-14
Leading Companies
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- Key points
- Brands coming back to shelf increases competition
- Manufacturer sales of OTC analgesics
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- Figure 21: MULO sales of OTC analgesics, by leading companies, rolling 52 weeks 2013 and 2014
- Manufacturer volume of select OTC analgesics
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- Figure 22: MULO sales and volume of select OTC internal analgesics, rolling 52 weeks 2013 and 2014
Brand Share – OTC Internal Analgesics
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- Key points
- Brands returning to market boost internal analgesics, challenge private label
- Despite new innovations and heaving marketing, Advil sales down
- Manufacturer sales of OTC internal analgesics
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- Figure 23: MULO sales of OTC internal analgesics, by leading companies, rolling 52 weeks 2013 and 2014
- Leading brands highly competitive
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- Figure 24: Key purchase measures for the top OTC internal analgesic brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
- Advil and Tylenol top internal analgesic brand usage
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- Figure 25: Brands of headache and pain relievers used, by age, November 2012-December 2013
Brand Share – External Analgesics: Rubs
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- Key points
- Icy Hot accounts for nearly a quarter of MULO sales
- New introductions from Salonpas boosts category
- Younger users driving segment
- Manufacturer sales of external analgesic rubs
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- Figure 26: MULO sales of OTC external analgesic rubs, by leading companies, rolling 52 weeks 2013 and 2014
- Icy Hot increases household penetration
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- Figure 27: Key purchase measures for the top OTC analgesic rubs brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
- Icy Hot most used brand
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- Figure 28: Brands of nonprescription pain relieving rubs, liquids, and wraps, by age, November 2012-December 2013
Brand Share – External Analgesics – Heat/Ice Packs
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- Key points
- Heat/ice pack sales remain flat
- Opportunity to increase sales for ThermaCare
- Manufacturer sales of heat/ice packs
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- Figure 29: MULO sales of heat/ice packs, by leading companies, rolling 52 weeks 2013 and 2014
- Household penetration for ThermaCare declines along with sales
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- Figure 30: Key purchase measures for the top OTC external analgesic heat/ice packs, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
Innovations and Innovators
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- Overall introductions decline
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- Figure 31: Pain relief product launches, by subcategory, 2008-14
- Internal pain relievers aim to relieve pain fast
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- Figure 32: Share of branded/private label ingested pain relief product launches, 2008-14
- Noningested pain relievers promise to work fast, last long
- Alternative formats appeal to external users
Marketing Strategies
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- Overview of the brand landscape
- Doing good to feel good
- Sports-related pain
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- Figure 33: Tough Mudder promotion
- Relieving pain fast
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- Figure 34: Excedrin, fast fixes for your home and office
- Getting back to normal
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 35: Key performance indicators, selected analgesic brands, April 21, 2013-April 20, 2014
- Brand usage and awareness
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- Figure 36: Brand usage and awareness of analgesic brands, March 2014
- Interaction with brands
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- Figure 37: Interaction with analgesic brands, March 2014
- Leading Online Campaigns
- Online games and contests
- Celebrity endorsements
- What we think
- Online conversations
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- Figure 38: Online mentions, selected analgesic brands, May 5, 2013-May 4, 2014
- Where are people talking about analgesic brands?
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- Figure 39: Mentions by page type, selected analgesic brands, May 5, 2013-May 4, 2014
- What are people talking about online?
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- Figure 40: Mentions by topic of conversation, selected analgesic brands, May 5, 2013-May 4, 2014
Product Usage
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- Key points
- Internal analgesic use most common, opportunities to expand external
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- Figure 41: OTC analgesic usage, by age, March 2014
- Frequency of internal analgesic use increases with age
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- Figure 42: Frequency of headache and pain reliever use, by age, November 2012-December 2013
- Opportunity to promote liquid shots to younger men
- External users more likely to use both internal and external
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- Figure 43: OTC analgesic usage, by OTC analgesic usage, March 2014
Reasons for Using
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- Key points
- OTC analgesic usage depends on pain type
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- Figure 44: Reasons used OTC analgesics, March 2014
- Headaches and migraines prevalent among younger users
- Opportunity to target menstrual pain relief
- Aging population requires specific treatments
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- Figure 45: Reasons used OTC internal analgesics, by age, March 2014
Purchasing Habits
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- Key points
- High brand loyalty among internal and external users
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- Figure 46: Purchase behaviors, March 2014
- Older users brand loyal
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- Figure 47: Tylenol print ad
- Acetaminophen concerns drive consumer education
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- Figure 48: Tylenol warning label
- Younger users need a little more guidance
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- Figure 49: OTC analgesic purchase behaviors, by age, March 2014
Areas for Innovation
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- Key points
- Working fast would influence most users to trial
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- Figure 50: Interest in product innovations, by age, March 2014
- Despite brand loyalty, external users could be enticed to switch
- Create more female-friendly external remedies
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- Figure 51: Interest in product innovations, March 2014
Product Format
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- Key points
- Convenience drives product format interest
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- Figure 52: Usage of and interest in product formats, March 2014
- Younger users prefer more on the go, convenient formats
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- Figure 53: Usage of product formats, by age, March 201
- External formats can appeal to both internal and external users
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- Figure 54: Interest in trying product formats, by OTC analgesic usage, March 2014
Race and Hispanic Origin
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- Key points
- Product usage differs from general population
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- Figure 55: OTC analgesic usage, by race/Hispanic origin, March 2014
- Product claims could incite trial
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- Figure 56: Interest in product innovations, by race/Hispanic origin, March 2014
- Black users brand loyal
- Education still needed among Hispanics
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- Figure 57: OTC analgesic purchase behaviors, race/Hispanic origin, March 2014
Appendix – Other Market Tables
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- Demographics
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- Figure 58: Population by age, 2009-19
- Retail channels
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- Figure 59: Total US retail sales of OTC analgesics, by channel, at current prices, 2012 and 2014
- Innovations and innovators
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- Figure 60: Ingested pain relief product launches, top claims, 2008-14
- Figure 61: Noningested pain relief product launches, top claims, 2008-14
Appendix – Other Useful Consumer Tables
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- Brand usage – internal
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- Figure 62: Brands of headache and pain relievers used, by race/Hispanic origin, November 2012-December 2013
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- Figure 63: Brands of headache and pain relievers used, by gender and age, November 2012-December 2013
- Brand usage – external
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- Figure 64: Brands of nonprescription pain relieving rubs, liquids and wraps, October 2007-December 2013
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- Figure 65: Brands of nonprescription pain relieving rubs, liquids and wraps, by gender and age, November 2012-December 2013
- Reasons for using
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- Figure 66: Reasons used OTC analgesics, March 2014
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- Figure 67: Reasons used OTC internal analgesics, by gender and age, March 2014
- Product usage
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- Figure 68: OTC analgesic usage, by gender, March 2014
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- Figure 69: OTC analgesic usage, by gender and age, March 2014
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- Figure 70: OTC analgesic usage, by brand users, March 2014
- Ingredients
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- Figure 71: Types of OTC internal analgesics used, by gender and age, March 2014
- Types of pain/reasons for using
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- Figure 72: Reasons used OTC analgesics, March 2014
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- Figure 73: Reasons used OTC internal analgesics, by gender and age, March 2014
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- Figure 74: Reasons used OTC analgesics – Any OTC external analgesic users, by gender and age, March 2014
- Treating pain
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- Figure 75: Ways to treat pain, by OTC analgesic usage, March 2014
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- Figure 76: Ways to treat pain, by race/Hispanic origin, March 2014
- Purchasing habits
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- Figure 77: Purchase behaviors, March 2014
- Areas for innovation
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- Figure 78: Interest in product innovations, by purchase behaviors – Any OTC internal analgesic users, March 2014 (part 1)
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- Figure 79: Interest in product innovations, by purchase behaviors – Any OTC internal analgesic users, March 2014 (part 2)
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- Figure 80: Interest in product innovations, by gender and age, March 2014
- Product format
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- Figure 81: Interest in product innovations – Have not used, but interested in trying, by gender and age, March 2014
Appendix – Social Media
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- Brand analysis
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- Figure 82: Advil key social media indicators, May 2014
- Figure 83: Tylenol key social media indicators, May 2014
- Figure 84: Aleve key social media indicators, May 2014
- Figure 85: Excedrin key social media indicators, May 2014
- Figure 86: Bayer key social media indicators, May 2014
- Brand usage or awareness
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- Figure 87: Brand usage or awareness, March 2014
- Figure 88: Tylenol usage or awareness, by demographics, March 2014
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- Figure 89: Advil usage or awareness, by demographics, March 2014
- Figure 90: Bayer usage or awareness, by demographics, March 2014
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- Figure 91: Motrin usage or awareness, by demographics, March 2014
- Figure 92: Excedrin usage or awareness, by demographics, March 2014
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- Figure 93: Aleve usage or awareness, by demographics, March 2014
- Activities done
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- Figure 94: Activities done, March 2014
- Figure 95: Tylenol – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
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- Figure 96: Tylenol – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
- Figure 97: Tylenol – Activities done – I follow/like the brand on social media because…., by demographics, March 2014
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- Figure 98: Tylenol – Activities done – I have researched the brand on social media to…., by demographics, March 2014
- Figure 99: Advil – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
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- Figure 100: Advil – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
- Figure 101: Advil – Activities done – I follow/like the brand on social media because…., by demographics, March 2014
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- Figure 102: Advil – Activities done – I have researched the brand on social media to…., by demographics, March 2014
- Figure 103: Bayer – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
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- Figure 104: Bayer – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
- Figure 105: Bayer – Activities done – I have researched the brand on social media to…., by demographics, March 2014
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- Figure 106: Motrin – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
- Figure 107: Motrin – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
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- Figure 108: Motrin – Activities done – I have researched the brand on social media to…., by demographics, March 2014
- Figure 109: Excedrin – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
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- Figure 110: Excedrin – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
- Figure 111: Excedrin – Activities done – I have researched the brand on social media to…., by demographics, March 2014
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- Figure 112: Aleve – Activities done – I have looked up/talked about this brand online on social media…, by demographics, March 2014
- Figure 113: Aleve – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, March 2014
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- Figure 114: Aleve – Activities done – I have researched the brand on social media to…., by demographics, March 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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