Analgesics in Portugal

PROSPECTS

Consumers seek stronger and quicker pain relief from analgesics

Portuguese consumers have been opting for stronger products, with this trend expected to continue over the forecast period. In an area reaching saturation, consumers are looking for faster and more efficient formulas.

More active lifestyles coupled with stressful jobs supports demand for analgesics

Changing consumer lifestyles are having a positive impact on sales of some analgesics. For example, with a growing focus on health and wellness an increasing number of consumers are taking part in sport and physical activity which is resulting in more injuries.

Aspirin suffers from research questioning its daily usage as a preventative medicine

Aspirin used to benefit from consumers looking to avoid having a stroke or a heart attack, with some consumers taking a daily dose of aspirin as a preventative measure. However, scientific studies have raised concerns over the benefits versus the risks of taking a daily dose of aspirin amongst healthy consumers, with it being linked to the risk of internal bleeding among other serious side effects.

COMPETITIVE LANDSCAPE

GSK extends lead thanks to its monopoly over OTC diclofenac

GSK Consumer Healthcare increased its lead in analgesics in 2019 largely thanks to the dynamic growth of its Voltaren 25 brand in adult diclofenac. This is the only OTC brand authorised for sale in this category in Portugal.

Analgesics targeted at specific conditions offer potential

Over the forecast period there is expected to be further segmentation driven by specific positioning such as for normal or strong headaches, menstrual pain, cervical pain, muscular pain, and rheumatic or joint pain. Marketing campaigns and communication will be important to set this positioning and brand image, with this strategy expected to have a positive impact on acetaminophen, ibuprofen and diclofenac.

Ib-u-ron enters the market offering stronger pain relief

Bene Farmacêutica Lda launched its 400mg range of ibuprofen in 2019 under the Ib-u-ron brand. The company is already well-known and trusted with its Ben-u-ron range of acetaminophen, which has ensured that Ib-u-ron made a strong entry.

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