Analgesics registered a value decline in 2019 as German consumers continued to reduce their usage - a trend that has been visible for some time. Consumers are cautious about the potential adverse side effects of analgesics if used regularly over a long period of time, as warned by the medical establishment and the media.
While aspirin continued to be the best-selling OTC systemic analgesics in Germany up to 2019, ibuprofen continued to increase its position, taking share from diclofenac, acetaminophen and aspirin. There were several reasons supporting this trend.
Since July 2018, as per Federal Council of Germany’s decision, around 1,700 analgesics carry warnings on their packaging, notifying consumers that without a medical consultation, they should not be taken for longer than specified on the package’s leaflet. German consumers have paid attention to this warning, and coupled with already growing trend towards taking fewer painkillers, these developments are likely to have an impact on future negative growth of analgesics.
The competitive environment within analgesics was stable in 2019, with no major changes in recent years. Multinational GlaxoSmithKline (GSK) remained the category leader, followed by Bayer Vital GmbH.
Dr. Theiss Naturwaren strengthened its third position in analgesics in 2019, with its value share growing thanks to the trend towards ibuprofen as well as growing popularity of its product - Allgäuer Latschenkiefer Franzbranntwein - a herbal topical analgesic used for treating sports injuries, muscle tension, cervical syndrome and nocturnal leg cramps.
Analgesics sales in Germany are not as hotly contested as in other OTC products, and competition is rather consolidated with the top five players accounting for over half of all value sales in 2019. Additionally, even though the leader GSK is an international player, a big share of sales are covered by domestic companies with their well-known brands.
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This industry report originates from Passport, our Consumer Health market research database.