OTC Pain Management: Incl Impact of COVID-19 - US - June 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
EXECUTIVE SUMMARY 
Top takeaways
Impact of COVID-19 on OTC pain management market
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
Figure 2: Attitudes toward OTC pain relievers, April 2020
Reach headache sufferers with tailored solutions
Figure 3: Treatment for headaches, April 2020
The opportunities
Potential of the pharmacist in developing personalized OTC plans
Figure 4: Motivations to change pain relief method, April 2020
Accessible arthritis solutions
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
What you need to know
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
Figure 7: Experience of stress and select mental health conditions, May 2020
Figure 8: Pain association and frequency, April 2019
Routine changes will shift motivation to manage pain
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
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
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
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
OTC pain management sales spike with advent of COVID-19
Figure 12: Total US retail sales and forecast of OTC pain management, at current prices, 2015-25
MARKET BREAKDOWN
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
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
Figure 14: Treatment for types of pain, April 2020
MARKET PERSPECTIVE
Heightened focus on mental wellbeing may increase pain
Figure 15: Experience of stress and select mental health conditions, May 2020
Figure 16: Pain association and frequency, April 2019
Opportunity behind the counter
Figure 17: Motivations to change pain relief method, April 2020
MARKET FACTORS 
Aging population need easy-to-access arthritis solutions
Figure 18: Joint health and body pain concerns and treatment, January 2020
Lifestyle circumstances may enhance pain for parents
Figure 19: Pain types – have not experienced, by parental status, April 2020
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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
J&amp;J dominates category sales; private label continues to close gap
Figure 20: Multi-outlet sales of OTC pain management, by leading companies, rolling 52 weeks 2019 and 2020
WHAT’S WORKING
Theraworx offers multi-therapy system through targeted approach
Figure 21: Multi-outlet sales of Theraworx Relief, rolling 52 weeks 2019 and 2020
New multi-benefit formulas benefit Aspercreme sales
Figure 22: Multi-outlet sales of Aspercreme, rolling 52 weeks 2019 and 2020
WHAT’S STRUGGLING
Excedrin struggles to maintain share of voice in headache pain
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
Figure 24: Multi-outlet sales of leading cannabis/CBD companies, rolling 52 weeks 2019 and 2020
WHAT TO WATCH
Oral pain relievers utilize consumer knowledge of active ingredients
Figure 25: Attitudes toward OTC pain relievers, April 2020
Pain relief remedies as a partner in managing common illness
Figure 26: Cabinet: Pain Reliever, February 2020
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Use of OTC pain relievers is substantial
Figure 27: Product usage, April 2020
Pain sources and treatment used identify areas of opportunity
Adults seek treatment and prevention for headache pain
Figure 28: Approach to pain management, by adults who treat headache pain, April 2020
Externals have vast reach with joint-related pain
Figure 29: Treatment for types of pain, April 2020
Gap in arthritis treatment reveals need for accessible solutions
Figure 30: Treatment for types of pain – any OTC pain reliever (net), April 2020
Figure 31: Reasons for managing pain, by experience of arthritis in the past 12 months, April 2020
MOTIVATIONS TO CHANGE PAIN RELIEF METHOD
Trust and efficacy are paramount when managing pain
Consumers are influenced by a variety of sources
Product effectiveness and safety will keep consumers loyal
Figure 32: Motivations to change pain relief method, April 2020
Recommendations plus stronger formulas win with consumers
Figure 33: TURF analysis – motivations to change pain relief method, April 2020
Young adults take guidance from informal and convenient sources
Figure 34: Recommendation sources of influence, by age, April 2020
Figure 35: Equilibria Women Instagram story, #MyEQ
Moms want tough relief more than product safety
Figure 36: Product attributes of influence, by parental status, by gender and parental status, April 2020
REASONS FOR MANAGING PAIN
Feeling good enough to keep going motivates adults
Figure 37: Reasons for managing pain, April 2020
Pain management offers emotional relief for young adults
Figure 38: Manages pain for mental/emotional wellbeing, by age, April 2020
Non-physical needs increase with multi-product pain relief routines
Figure 39: Reasons for managing pain, by repertoire of product usage, April 2020
ATTITUDES TOWARD OTC PAIN RELIEVERS
For the most part, externals and oral OTCs are on a level playing field
Figure 40: Attitudes toward OTC pain relievers, April 2020
Older adults are motivated by active ingredients
Figure 41: Attitudes toward active ingredients in OTC pain relievers, by age, April 2020
Women seek targeted and effective relief
Figure 42: Attitudes toward OTC pain reliever product attributes, by gender, April 2020
APPROACH TO PAIN MANAGEMENT
Room to grow preventive pain management market
Figure 43: Approach to pain management, April 2020
Naturally positioned pain relief appeals to young adults
Figure 44: Approach to naturally positioned pain management, by age, April 2020
IDEAL PAIN RELIEVER BENEFITS
Adults seek added health benefits from pain relievers
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
Figure 46: Ideal pain relief benefits, by age, April 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Forecast methodology
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 47: Total US retail sales of OTC pain management, by segment, at current prices, 2018 and 2020
APPENDIX – RETAIL CHANNELS  
Figure 48: Total US retail sales of OTC pain management, by channel, at current prices, 2015-20
APPENDIX – KEY PLAYERS
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
Figure 51: Multi-outlet sales of electrotherapy devices, by leading companies and brands, rolling 52 weeks 2019 and 2020