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Analgesics - UK - May 2010

ISSUES IN THE MARKET
Key themes
Definition
Abbreviations
FUTURE OPPORTUNITIES
Offering value as the bottom line
Broadening the value options
Branded but necessary
Leaping the pain barrier
Make it stop: NOW
MARKET IN BRIEF
Slowing market growth, despite premium product developments
Tablets most popular format
Convenient to buy with the groceries
Brand leaders step up the pressure
Headaches suffered by six in ten
Format of painkillers
Figure 1: Format of analgesics used, March 2010
Main factors influencing choice
Figure 2: Main factors influencing choice of analgesics, March 2010
A must-have – but not a must-take
Four main consumer types for analgesics
Figure 3: Main target groups for painkillers based on attitudes, March 2010
Future
Forecast
INTERNAL MARKET ENVIRONMENT
Key points
Feeling under the weather?
Figure 4: Selected ailments suffered in the last 12 months, 2004-09
My head is banging
Ageing joints
Bad backs ageless
Treating a specific condition
Media highs and lows
 ATTITUDES TOWARDS HEALTH
Figure 5: Attitudes towards health, 2004-09
Pluses and minuses of healthy lifestyles
Wait for it to go away
Just too busy to bother
Real alternatives?
Sales restrictions
Changes in legislation
BROADER MARKET ENVIRONMENT
Key points
Population data
Figure 6: Trends in the age structure of the UK population, 2005-15
Ageing population will increase demand for prescription drugs
More infant doses
Socio-economic structure of the population
Figure 7: Trends in the socio-economic structure of the UK adult population, 2005-15
Self-medication
COMPETITIVE CONTEXT
Key points
OTC products summary
Figure 8: UK retail value sales of selected remedies, 2005-10
Slow growth for analgesics
Complementary medicines a poor substitute
Cough and cold formulations compete
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Speed leads the claims
Figure 9: New innovations in analgesics, by product positioning, September 2008-April 2010
Low level of new product launches
Figure 10: New innovations in analgesics, by launch type, September 2008-April 2010
Topical developments top the list
Figure 11: New innovations in analgesics, by format type, September 2008-April 2010
Moving into the digital age
 NEW PRODUCT LAUNCHES
GSK gets behind Panadol
Mentholatum company launches Regenovex
Nurofen Express revamp
Anadin LiquiFast
The outlook for innovation in the UK
MARKET SIZE AND FORECAST
Key points
Slow growth in analgesics sales
Figure 12: UK retail value sales of analgesics, at current and constant prices, 2005-15
Recession changes shopping habits
Price competition
Dashing through life
Outlook for analgesics
Factors used for the forecast
SEGMENT PERFORMANCE
Key points
Adult oral analgesics by ingredient
Figure 13: UK retail sales of capsules, tables and other adult oral analgesics, by active ingredient, 2007-09
Analgesics by format
Figure 14: UK retail value sales of analgesics, by format, 2007-09
Capsules fastest growing
Tablets losing share
Paediatric formulations
Topical increasing awareness
MARKET SHARE
Key points
Analgesics brand share
Figure 15: Brand shares in UK retail value sales of analgesics, 2008 and 2009
COMPANIES AND PRODUCTS
Key points
Bayer
GlaxoSmithKline Consumer Healthcare
Johnson & Johnson
Reckitt Benckiser Healthcare (RB)
SSL International Plc
Pfizer (incorporating Wyeth Consumer Healthcare)
BRAND ELEMENTS
 KEY POINTS
Brand map
Figure 16: Attitudes towards and usage of analgesic brands, March 2010
 BRAND QUALITIES OF ANALGESIC BRANDS
Nurofen most effective, Calpol takes care
Figure 17: Personalities of various analgesic brands, March 2010
 EXPERIENCE OF ANALGESIC BRANDS
Nurofen and Boots the top choices
Figure 18: Consumer usage of various analgesic brands, March 2010
 BRAND CONSIDERATION FOR ANALGESIC BRANDS
Ibuleve and Solpadeine
Figure 19: Consideration of various analgesic brands, March 2010
 BRAND SATISFACTION FOR ANALGESIC BRANDS
Brands are best
Figure 20: Satisfaction with various analgesic brands, March 2010
 BRAND COMMITMENT TO SATISFACTION BRANDS
Nurofen has strongest loyalty, Solpadeine losing interest
Figure 21: Commitment to various analgesic brands, March 2010
 BRAND INTENTIONS FOR ANALGESIC BRANDS
Boots has highest retention, but Nurofen has stronger bond
Figure 22: Future usage intentions for various analgesic brands, March 2010
 BRAND RECOMMENDATION FOR ANALGESIC BRANDS
Nurofen most recommended
Figure 23: Recommendation of various analgesic brands, March 2010
 BOOTS
What the consumer thinks
Figure 24: Attitudes towards the Boots brand, March 2010
 ANADIN
What the consumer thinks
Figure 25: Attitudes towards the Anadin brand, March 2010
 CALPOL
What the consumer thinks
Figure 26: Attitudes towards the Calpol brand, March 2010
 NUROFEN
What the consumer thinks
Figure 27: Attitudes towards the Nurofen brand, March 2010
BRAND COMMUNICATION AND PROMOTION
Key points
Topline adspend
Figure 28: Main monitored media advertising expenditure on analgesics, 2005-09
Advertisers
Figure 29: Main monitored media advertising expenditure on analgesics, by company, 2005-09
Media type
Figure 30: Main monitored media advertising expenditure on analgesic, % share by media type, 2005-09
CHANNELS TO MARKET
Key points
Distribution of painkillers
Figure 31: UK retail sales of analgesics, by outlet type, 2007-09
Grocers gaining ground
Chemists dominated by Alliance Boots
Broadening distribution
Buy your tablets at the doctors
THE CONSUMER – USAGE FREQUENCY
Key points
Usage of headache remedies
Figure 32: Usage of headache remedies in the last 12 months, 2004-09
Usage of headache remedies
Figure 33: Usage of headache remedies in the last 12 months, by gender and socio-economic group, 2009
Usage of rubs and rheumatism remedies
Figure 34: Usage of rubs and rheumatism remedies in the last 12 months, 2004-08
THE CONSUMER – FORMAT OF PAINKILLERS
Key points
Figure 35: Types/formats of painkillers used in the last 12 months, March 2010
Tablets are out in front
Youngsters favour tablets
Capsules upscale appeal
Families use medicines
Aching joints
THE CONSUMER – USAGE BEHAVIOUR
Key points
Factors influencing choice
Figure 36: Factors influencing choice of painkillers, March 2010
Own-brands are just fine
Staying with known remedies
Buying on price
Figure 37: Most popular factors influencing choice of painkillers, by socio-economic group, March 2010
Make it quick
Easy, whatever the format
Guidance from a professional
Symptom-specific?
Trends reveal shifting behaviour
Figure 38: Trend in selected factors influencing consumer usage, 2008 and 2010
Uplift in own-label down to thrift?
Risk-averse
Factors by format used
Figure 39: Factors influencing choice of painkillers, by types/formats of painkillers used in the last 12 months, March 2010
Capsules easy to swallow
Rapid relief with dissolvables
Topical and patches have heightened needs
THE CONSUMER – ATTITUDES AND TARGET GROUPS
Key points
Figure 40: Attitudes towards painkillers, March 2010
Just in case
Young are least prepared
Figure 41: Keep a supply of analgesics at home, by age, March 2010
Don’t overdo it
Not an exclusive solution
 REPERTOIRE
Figure 42: Repertoire of types/formats of painkillers used in the last 12 months, March 2010
One type
Who are they?
Next steps
Two types
Figure 43: Factors influencing choice of painkiller – all adults and adults using two format types, March 2010
Who are they?
Next steps
Three or more types
Who are they?
Next steps
 TARGET GROUPS
Figure 44: Target groups for painkillers, March 2010
Medicine Chesters (56% of adults)
Who are they?
What formats do they prefer?
What next?
Pain Killers (14% of adults)
Who are they?
What are their main attitudes?
What formats do they prefer?
What next?
Be Prepared (14% of adults)
Who are they?
What are their main attitudes?
What formats do they prefer?
What next?
Cautious Avoiders (16% of adults)
Who are they?
What are their main attitudes?
What formats do they prefer?
What next?
Figure 45: Attitudes towards painkillers, by target groups, March 2010
Figure 46: Types/formats of painkillers used in the last 12 months, by target groups, March 2010
Figure 47: Factors influencing choice of painkillers, by target groups, March 2010
APPENDIX
ACORN
Advertising data
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 48: Selected ailments suffered in the last 12 months, by demographics, 2009
Figure 49: Selected ailments suffered in the last 12 months, by demographics, 2009 (continued)
Figure 50: Attitudes towards health, by demographics, 2009
Figure 51: Attitudes towards health, by demographics, 2009 (continued)
APPENDIX – THE CONSUMER – USAGE FREQUENCY
Figure 52: Usage of headache remedies in the last 12 months, by demographics, 2009
Figure 53: Usage of rubs and rheumatism remedies in the last 12 months, by demographics, 2008
APPENDIX – THE CONSUMER – FORMAT OF PAINKILLERS
Figure 54: Types/formats of painkillers used in the last 12 months, by demographics, March 2010
Figure 55: Factors influencing choice of painkillers, by types/formats of painkillers used in the last 12 months, March 2010
Figure 56: Attitudes towards painkillers, by types/formats of painkillers used in the last 12 months, March 2010
APPENDIX – THE CONSUMER – USAGE BEHAVIOUR
Figure 57: Most popular factors influencing choice of painkillers, by demographics, March 2010
Figure 58: Next most popular factors influencing choice of painkillers, by demographics, March 2010
Figure 59: Factors influencing choice of painkillers, by types/formats of painkillers used in the last 12 months, March 2010
Figure 60: Factors influencing choice of painkillers, by most popular attitudes towards painkillers, March 2010
Figure 61: Factors influencing choice of painkillers, by next most popular attitudes towards painkillers, March 2010
APPENDIX – THE CONSUMER – ATTITUDES AND TARGET GROUPS
Figure 62: Most popular attitudes towards painkillers, by demographics, March 2010
Figure 63: Next most popular attitudes towards painkillers, by demographics, March 2010
Figure 64: Attitudes towards painkillers, by types/formats of painkillers used in the last 12 months, March 2010
Figure 65: Repertoire of types/formats of painkillers used in the last 12 months, March 2010
Figure 66: Repertoire of types/formats of painkillers used in the last 12 months, by demographics, March 2010
Figure 67: Types/formats of painkillers used in the last 12 months, by repertoire of types/formats of painkillers used in the last 12 months, March 2010
Figure 68: Factors influencing choice of painkillers, by repertoire of types/formats of painkillers used in the last 12 months, March 2010
Figure 69: Attitudes towards painkillers, by repertoire of types/formats of painkillers used in the last 12 months, March 2010
Figure 70: Target groups, by demographics, March 2010
Figure 71: Attitudes towards painkillers, by target groups, March 2010
Figure 72: Types/formats of painkillers used in the last 12 months, by target groups, March 2010
Figure 73: Factors influencing choice of painkillers, by target groups, March 2010

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