Electrotherapy devices dominate shelves

IRI recently began tracking sales of TENS devices as part of its first-aid accessories grouping. Many retailers have created a synergistic merchandising adjacency of TENS devices and external analgesic rubs, which is particularly relevant as Chattem’s Icy Hot brand is a leader across both categories.

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TENS devices, which stands for transcutaneous electrical nerve stimulation, use gentle pulses to stimulate nearby nerves and are thought to scramble pain messages to the brain, stimulate the production of endorphins and improve blood circulation. Omron first entered the category with its Pain Relief Pro electroTHERAPY unit. Since then, Chattem has launched an Icy Hot TENS SKU, as has Carex with a line called AccuRelief Pain Relief Systems.



Electrotherapy represents a growth market that’s gaining traction among tech-savvy pain sufferers. Earlier this year, NeuroMetrix was recognized for innovation in the wearable tech category at the 19th Annual SXSW Interactive Innovation Awards for its Quell pain reliever. The Quell Wearable Pain Relief technology now has 25% more battery life and is more integrated with the Quell Relief smartphone app, allowing users to manage their pain and see insights about their sleep patterns.



And earlier this year, healthcare and technology start-up iTENS charged CES 2016 with the launch of its TENS therapy device that works via an iPhone or Android based app. The iTENS is a lithiumion battery that provides 24 hours of use on a single charge, and the peel ’n stick gel pads are reusable and replaceable for multiple applications at a very low cost to the user.