Recovery in US OTC analgesics typifies the trend in the wider global market
Sales of OTC analgesics in the US continued their recovery in the year to Q1 2015, with healthy growth of +4.6%. Tylenol (McNeil / J&J) was one of the fastest-growing brands of the past year, boasting +27% growth (adult, children and PM analgesics, MAT Q1 2015) as family-themed advertising campaigns helped reinforce the brand’s return to US retail stores, after manufacturing problems at McNeil’s Fort Washington plant. Stablemate Motrin is also performing well, making real gains in the paediatric niche. Meanwhile, new launch activity, such as Aleve PM (Bayer) and Excedrin Tension Headache (GSK), further boosted systemics. Sales of topicals also thrived, as brands like Salonpas (Hisamitsu) innovated in the form of jet sprays and gel patches, while several key brands, including No.1 Icy Hot (Chattem / Sanofi), have been extended with TENS devices since they were approved for OTC use in 2013.
And the global picture for analgesics is no less rosy. Q1 2015 saw sales advance at a faster pace (+6.0%) than the overall OTC market (+5.3%) globally. Below are just a handful of trends and developments from around the world helping to bolster growth:
- In Japan competition in the loxoprofen segment of systemic analgesics is increasing, with Lion launching Excedrin LOX in early 2015 and Daiichi Sankyo retaliating soon after with Loxonin S Plus
- Brazil’s topical analgesics benefited from the introduction of Dorflex Icy Hot (Sanofi) in 2014 and increased A+P support for Balsamo Bengue (EMS)
- In India increasing demand for brands targeting specific types of pain, namely headache and body pain, has opened up the topicals category to different delivery formats such as gels and sprays, in addition to the traditional balms
- Poland has seen a rise in the popularity of speciality products for the likes of migraine and joint / back pain, which carry a premium price, while there is also a trend towards larger “value packs”
To discover more about what’s driving growth (or holding it back) in the Global OTC Analgesics market, including in-depth coverage of the 14 leading countries, take advantage of generous pre-publication discounts on our upcoming report.
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