Analgesics in the US

PROSPECTS

An ageing population pushes sales of analgesics

Although the elderly population (defined as aged 65 or above) is growing worldwide, a 2018 report from the US Census Bureau drew renewed attention to the elderly population in the US especially: by the year 2035, adults aged 65 or older will outnumber children for the first time in US history. This report came amidst a tumultuous year for US politics, in which the ageing of America was often a topic of political conversation, especially when it came to healthcare reform and the long-term future of entitlement programmes such as Medicare and Social Security.

Wary of side-effects, consumers turn to topical analgesics/anaesthetic

Although sales of systemic analgesics continue to significantly eclipse those of topical analgesics/anaesthetic, the latter increased at an incredible pace between 2017 and 2018 – many times faster than systemic analgesics. The primary appeal of topical analgesics amongst consumers comes from the limited side-effects associated with their use: most are based on natural, botanical ingredients with which consumers are familiar and trust to address their symptoms without causing any physical damage.

Transcutaneous Electrical Nerve Stimulation (TENS) offers new challenges

As more consumers are hesitant to take systemic analgesics, a growing number are looking to move away from medications entirely. For these consumers, TENS devices are seen as the future in terms of the management of chronic pain.

COMPETITIVE LANDSCAPE

Advil maintains its lead despite the competition

Advil maintained its lead in analgesics in 2018, despite the competitive environment in systemic analgesics, benefiting from strong physician recommendations, popularity amongst consumers for menstrual pain relief, and the 2017 release of Advil Liqui-Gel minis; smaller pills for consumers on-the-go. Advil also benefited from a marketing strategy that included the utilisation of Amazon algorithms to educate potential consumers and transition more smoothly to an increasingly digital marketplace; doing this better than many of its competitors.

Tylenol’s strong growth leads to the decline of Aleve

Despite Advil’s strong lead in ibuprofen, acetaminophen saw by far the fastest growth within systemic analgesics in 2018, driven almost entirely by Tylenol from McNeil Consumer Healthcare (Johnson & Johnson). Tylenol benefits from several popular brand extensions, as well as a strong marketing presence which emphasises safety for both adults and children.

Biofreeze drives growth in topical analgesics/anaesthetic

Topical analgesics/anaesthetic represents one of the most competitive categories within OTC products, with key brands such as Icy Hot (Chattem/Sanofi), Salonpas (Hisamitsu America) and Biofreeze (Performance Health/Hygienic Corporation) vying for the top spot in terms of both growth and sales. Although Icy Hot continued to lead in 2018, due to line extensions and consumer familiarity, virtually all brands active in topical analgesics/anaesthetic saw significant growth over 2017-2018, with no growth more pronounced than that of Biofreeze, a brand that transitioned from chiropractors’ offices and hospitals to bricks-and-mortar stores in 2016.

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