The mature, $2.2 billion internal analgesics market has declined 2.4% between 1998 and 2003, which translates into a decline of 13.5% at constant 2003 prices. While internal analgesics are likely to be found in almost every medicine cabinet in the country, overall sales have slipped in all categories. The growth of store brand is especially obvious in single-ingredient formulations that have been on the market for years such as acetaminophen (branded Tylenol) and ibuprofen (branded Advil, Motrin), but store brands are also keeping pace with the latest branded entrants such as naproxen (branded Aleve). While low dose aspirin therapy for heart health may push sales of acetylsalicylic acid (aspirin or ASA), there is also press being devoted to the over-use of analgesics. In 2004, the FDA focused efforts on its campaign to educate consumers about the risks associated with "over-use" of common pain relievers, which should make consumers more cautious about following proper analgesic dosage to relieve arthritis or
inflammation. New research into the possible uses of analgesics as preventative therapies for Alzheimer's disease, stroke, breast cancer, and other health problems could help the market.
Of interest to consumers are a number of new products and formulations. "Targeted" analgesics, which are designed to treat a specific type of pain (e.g. Tylenol Arthritis, Advil Migraine) leverage new rulings from the FDA that allow additional ingredients and their benefits to be promoted on package labels. Hygroscopic (quick-release) products such as Excedrin QuickTabs dissolve in the mouth and do not require water, making analgesics portable and easier to use. Products formulated especially for infants and toddlers (Infant Motrin, children's chewable Tylenol) have also gained in popularity as more parents look for products that are "kid friendly" and effective.
This report examines the theory that over-the-counter internal analgesic sales will face future sales challenges. To counteract projected declines, analgesic manufacturers need a thorough understanding of consumer purchasing habits and attitudes. For example, alternative products and external analgesics are areas of increased interest among consumers. Manufacturers who are adjusting marketing strategies according to consumer opinion are the most likely to adapt to the changing analgesics market.
For the purposes of this report, the analgesics market is defined as including all oral analgesics, which are available over the counter without a prescription. They contain one or more of the following ingredients:
- Acetaminophen (APAP)
- Aspirin (ASA)
- Ibuprofen
- Ketoprofen
- Naproxen sodium
Excluded from this report are the following products:
- Antihistamines
- Decongestants
- Cough remedies
- Topical or external analgesics, such as liniments or pain-relief gels, creams or sprays
- Sleep aids
- Alertness aids
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