Analgesics continued to record low positive current value growth in 2019 in Ireland, with many local consumers persuaded to turn to generics over the review period; with a perceived lack of innovation, some consumers saw little difference between brands and their generic counterparts, particularly within adult analgesics. However, while unit prices of adult analgesics are set to remain static over the forecast period, despite strong loyalty towards leading brands such as Panadol and Nurofen which benefit from strong consumer trust in global names, paediatric analgesics will experience a gradual rise in prices, as Irish parents will continue to purchase known brands such as Calpol, rather than choose generics for their children.
Adult analgesics will continue to record stable demand over the forecast period with acetaminophen and ibuprofen continuing to enjoy a growing preference amongst local consumers, mainly due to habit and strong loyalty associated with brands such as Panadol. Consumers’ busier and more stressful lifestyles will encourage them to seek pain relief from tension headaches and muscle pain through the use of known and trusted analgesics.
The niche of topical analgesics/anaesthetic will continue to gain in popularity over the forecast period, with the safety of some types of pain relief being further called into questioned going forward, as some consumers only opt for pain relief as a very last resort. Therefore, some consumers prefer to target pain relief directly rather than ingesting pills.
GSK Consumer Healthcare took over the leadership of overall analgesics in 2019, following a tie-up between GlaxoSmithKline and US rival Pfizer Inc, merging their consumer health divisions. GSK Consumer Healthcare now owns former Pfizer brands such as Tramil and Anadin, in addition to retaining its own lines including Voltarol and Panadol.
Analgesics continued to experience limited innovation, with leading brands consolidating their positions to compete against their generic counterparts, increasing their advertising in the hope of attracting consumers through their global reputations. However, one new launch was witnessed by Irish company Rowa Pharmaceuticals Ltd, known more for its presence in haemorrhoid treatments.
Paediatric analgesics continued to be led by acetaminophen brand Calpol from McNeil Healthcare (Ireland) Ltd, which strengthened its position with a varied range of products including its infant line. Irish parents place a great deal of trust in known names for their children and therefore Calpol continues to enjoy consumer loyalty.
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This industry report originates from Passport, our Consumer Health market research database.