Alternative pain relievers fuel growth

The lion’s share of the analgesics business may be in internal analgesics — sales of which totaled $3.6 billion, up 1.1% for the 52 weeks ended June 15 across total U.S. multi-outlets, according to IRI — but it’s alternative pain relievers that may represent the growth opportunity.

(For the full category review, including data, click here.)



Novartis’ Voltaren Gel, an NSAID indicated for the relief of joint pain, already is available over the counter in many countries and may soon be switched in the United States. “Voltaren actually is now one of the top 10 over-the-counter drug brands globally,” Joseph Jiminez, Novartis CEO, told analysts earlier this year. “And it’s also growing double digits. So this is a testament to the fact that we can grow brands in that over-the-counter drug business.” If and when Voltaren does switch, it could potentially contribute to growth of 15% a year for three or four years, suggested one executive in the pain space.



TENS therapy products are expanding the external analgesics category. Omron entered with a TENS therapy product a couple of years ago, but now there are a number of competitors. Chattem is bringing a TENS therapy device to market under its IcyHot banner, featuring IcyHot spokesman Shaquille O’Neal. And Carex Health Brands recently introduced AccuRelief Pain Relief Systems. With more TENS devices to come, the consumer communications around this relatively new therapy will soon reach a fever pitch, driving incremental sales.



Today, sales of external analgesics is up 6.7% to $486.9 million. And with the number of new product introductions being placed on external analgesic shelves, that growth trend may take on a sharper trajectory. “[Topical pain relievers] is really an emergent area in the United States,” noted John Incledon, president and CEO of Hisamitsu America. “There is great value to that shopping [trip].”



Another alternate format: Prestige Brands was one of the first over-the-counter manufacturers to utilize an “energy shot” format to deliver an active OTC ingredient with its Goody’s Headache Relief Shot. “Liquid [also] is trending,” said Leah Mitchell, OTC VP marketing GM Pharmaceuticals. “The shots we have to market toward ... the 18- to 34-year-old market. They’re familiar with the format and don’t mind paying    the extra price for convenience.