OTC Analgesics - US - November 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Survey and forecast methodology
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• FDM OTC analgesics market stagnant
• Aging nation to increase volume of sales by 1.35% annually through 2012
• External analgesics encroaching on sales
• Analgesic tablets dominate market but liquids growing fastest
• Leading brand Tylenol wins for most convincing marketing
• OTC marketing focused on older consumers and young mothers
• Drug stores are the primary destination for purchase
• Negative perception limits usage, especially among under-45s
• Store brands becoming more sophisticated
• Online advertising on the rise
• Minorities more likely to avoid store brands
• Under-55s more interested in newer product formats
• Potential for ' alert and pain-free' combination products
• From products to solutions
• Market Drivers
• An aging population
  • Figure 1: U.S. population, by age, 2002-12
  • Figure 2: Incidence of pain-inducing ailments, by age, January-October 2006
• New products for an aging population
  • Figure 3: Bayer Aleve arthritis relief tablets, 2007
  • Figure 4: CVS arthritis pain relief caplets, 2007
• Anti-inflammation marketing lagging
• Sugar-free chewables for diabetics
  • Figure 5: Bayer sugar free chewable aspirin, 2007
• Shifting from prescription to OTC
  • Figure 6: OTC analgesic usage and types of pain, 2002-06
• Fear of medication
• Fear of medications grows on medical research and advisories
• New ibuprofen sleep aid
• External analgesics
  • Figure 7: FDM sales of external analgesics, at current and constant prices, 2002-07
  • Figure 8: Origin BioMedicinals Neuragen RL Nerve Pain Relief, 2007
  • Figure 9: NaturalCare Joint Health Capsules, 2007
  • Figure 10: Arkopharma Relief for Migraines, 2007
• Market Size and Trends
• Market size
  • Figure 11: Total U.S. retail sales of OTC internal analgesics, at current and constant prices, 2002-07
• Trends
• Increasing share of private label
  • Figure 12: FDM sales of private label OTC analgesics, at current and constant prices, 2002-07
  • Figure 13: Trader Joe' s Trader Darwin' s Ibuprofen, 2007
• Targeting specific indications
  • Figure 14: Excedrin Back & Body extra strength pain reliever, 2007
  • Figure 15: Extra Strength Doan' s Pain Reliever, 2007
  • Figure 16: Excedrin migraine pain relief, 2007
  • Figure 17: Equate headache relief, 2007
• Preventing stomach irritation
  • Figure 18: CVS Pharmacy enteric aspirin, 2007
  • Figure 19: GlaxoSmithKline Ecotrin, 2007
• Market Segmentation
  • Figure 20: FDM sales of OTC internal analgesics, segmented by type, 2005 and 2007
  • Figure 21: Graph: FDM sales of OTC internal analgesics, by type, 2007
  • Figure 22: Graph: Indexed FDM sales of OTC internal analgesics, by type, 2002-07
• Analgesic tablets
  • Figure 23: FDM sales of OTC analgesic tablets, at current and constant prices, 2002-07
• Analgesic liquids
  • Figure 24: FDM sales of OTC analgesic liquids, at current and constant prices, 2002-07
• Feminine pain relievers
  • Figure 25: FDM sales of OTC feminine pain relievers, at current and constant prices, 2002-07
• Supply Structure
• Introduction
• Companies and brands
  • Figure 26: FDM sales of OTC internal analgesics in the U.S., 2004 and 2006
  • Figure 27: Available physical forms of major OTC analgesic brands, 2007
  • Figure 28: Available physical forms of major OTC analgesic brands, 2007
• Analgesic tablets
  • Figure 29: FDM brand sales of analgesic tablets in the U.S., 2004 and 2006
• Analgesic liquids
  • Figure 30: FDM brand sales of analgesic liquids in the U.S., 2004 and 2006
• Feminine pain relievers
  • Figure 31: FDM brand sales of feminine pain relievers in the U.S., 2004 and 2006
• Advertising and Promotion
• Introduction
• McNeil Consumer Products
  • Figure 32: Media expenditures for Tylenol, 2005 and 2006
• Tylenol
  • Figure 33: Tylenol Arthritis Pain
  • Figure 34: Tylenol Go Tabs (October 2006)
  • Figure 35: Tylenol Promise (May 2007)
• Motrin
  • Figure 36: Motrin IB and Children' s Motrin
• Wyeth Consumer Healthcare
  • Figure 37: Media expenditures for Advil, 2005 and 2006
• Advil
  • Figure 38: Advil PM (May 2007)
  • Figure 39: Advil All Purpose (August 2007)
• Bayer Consumer Health
  • Figure 40: Media expenditures for Bayer and Aleve, 2005 and 2006
• Aleve
  • Figure 41: Aleve Over-50 Dancer (July 2007)
  • Figure 42: Aleve Liquid Gels (August 2007)
• Bayer Aspirin
  • Figure 43: Bayer Cardiac Care Unit (July 2007)
• Novartis Consumer Health
  • Figure 44: Media expenditures for Excedrin, 2005 and 2006
• Excedrin
  • Figure 45: Excedrin Headache Storm (September 2006)
  • Figure 46: Excedrin Roller Coaster (July 2007)
  • Figure 47: Excedrin Double Play (July 2007)
• Retail Distribution
• Introduction
  • Figure 48: U.S. retail sales* of OTC internal analgesics, by channel, 2005 and 2007
  • Figure 49: Average price per unit of OTC analgesics at FDM, by type, 2006
• Drug stores
  • Figure 50: U.S. drug store sales of OTC internal analgesics, at current and constant prices, 2002-07
• Supermarkets
  • Figure 51: U.S. supermarket sales of OTC internal analgesics, at current and constant prices, 2002-07
• Mass merchandisers
  • Figure 52: U.S. mass merchandiser sales* of OTC internal analgesics, at current and constant prices, 2002-07
• The Consumer: Product Usage
• Summary
• Usage
• Indications
• Usage of headache/pain relievers
  • Figure 53: Usage of headache/pain relievers, by gender, January-October 2006
  • Figure 54: Usage of headache/pain relievers, by age, January-October 2006
  • Figure 55: Usage of headache/pain relievers, by household income, January-October 2006
• Prevalence of types of pain
  • Figure 56: Prevalence of types of pain, October 2007
  • Figure 57: Prevalence of types of pain, by gender, October 2007
• OTC usage for specific pain types
  • Figure 58: OTC analgesic usage for specific types of pain, January-October 2006
  • Figure 59: OTC analgesic usage for specific types of pain, 2002-06
• Pain from menstruation
  • Figure 60: Pain from menstruation, by age, October 2007
• Indications for OTC pain relief
  • Figure 61: Indications for OTC pain relief, January-October 2006
  • Figure 62: Indications for OTC pain relief, by gender, January-October 2006
  • Figure 63: Indications for OTC pain relief, by age, January-October 2006
  • Figure 64: Sole indications for OTC pain relief, January-October 2006
• Children and OTC pain medication
  • Figure 65: Children and OTC pain medications, by gender, October 2007
  • Figure 66: Children and OTC pain medications, by age, October 2007
• Forms of OTC analgesics
  • Figure 67: Forms of OTC analgesics, by age, January-October 2006
• Race/ethnicity
  • Figure 68: Usage of headache/pain relievers, by race/ethnicity, January-October 2006
  • Figure 69: Indications for OTC pain relief, by race/ethnicity, January-October 2006
• The Consumer: OTC Brands
• Summary
• Brand observations
• Store brands
• Popularity of OTC brands
  • Figure 70: Popularity of OTC analgesic brands, January-October 2006
  • Figure 71: Popularity of OTC analgesic brands, by age, January-October 2006
  • Figure 72: Popularity of OTC analgesic brands, by household income, January-October 2006
  • Figure 73: Popularity of OTC analgesic brands, by race/ethnicity, January-October 2006
• Brands and specific actions
  • Figure 74: Brands and specific actions, October 2007
• Frequency of use by brand
  • Figure 75: Frequency of use, by brand, October 2007
• Attitudes Towards OTC Products
• Summary
• Consumer attitudes
• Sources of information
• Attitudes toward OTC pain medication
  • Figure 76: Attitudes toward OTC pain medication, October 2007
  • Figure 77: Attitudes toward OTC pain medication, by gender, October 2007
  • Figure 78: Attitudes toward OTC pain medication, by race/ethnicity, October 2007
• Reasons to limit usage
  • Figure 79: Reasons to limit usage, October 2007
  • Figure 80: Reasons to limit usage, by age, October 2007
• Attitudes toward enhanced drug action
  • Figure 81: Attitudes toward enhanced drug action, October 2007
  • Figure 82: Attitudes toward enhanced drug action, by gender, October 2007
  • Figure 83: Attitudes toward enhanced drug action, by age, October 2007
• Sources of information
  • Figure 84: Sources of information, by gender, October 2007
  • Figure 85: Sources of information, by age, October 2007
  • Figure 86: Sources of information, by presence of children in household, October 2007
• Future and Forecast
• Future trends
• Homeopathic remedies on the rise
  • Figure 87: Hyland' s BackAche with Arnica Homeopathic tablets, 2007
• Advertising shifts from consumer to patient, and from push to online
• Solutions, not products
• Vast arena for expansion in combination products as yet untapped
• Catering to the aging Boomer
• Easy to swallow
• New pharmaceutical stops menstruation
• Market forecast
• OTC analgesics market
  • Figure 88: Forecast of total U.S. retail sales of OTC internal analgesics, at current and constant prices, 2007-12
• Private label OTC analgesics
  • Figure 89: Forecast of U.S. FDM sales of private label OTC analgesics, at current and constant prices, 2007-12
• Analgesic tablets
  • Figure 90: Forecast of U.S. FDM sales of OTC analgesic tablets, at current and constant prices, 2007-12
• Analgesic liquids
  • Figure 91: Forecast of U.S. FDM sales of OTC analgesic liquids, at current and constant prices, 2007-12
• Feminine pain relievers
  • Figure 92: Forecast of U.S. FDM sales of OTC feminine pain relievers, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations