External rubs bring formula of growth
The resurgence of iconic pain relief brands Tylenol and Excedrin continue to contribute to the slight growth across internal analgesic tablets. It’s a $3.2 billion book of business across U.S. multi-outlets, according to IRI, that is up slightly by 0.8% for the 52 weeks ended Aug. 10. Specifically, McNeil Consumers’ Tylenol tablet business was up 50.9% to $242 million, while Novartis’ Excedrin business was up 91.1% to $61.8 million.
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But what’s trending across the analgesic category is external analgesic rubs, driven by pain relievers positioned as “natural,” like the homeopathic ingredient arnica, and TENS devices, of which a host are currently making their way to store shelves. Also, sales of kinesiology tape products are surging as more of those products come to market.
Two products containing emu oil are helping to bolster overall external analgesic rub sales growth of 8.1% to a dollar base of $495 million. Blue Emu realized 101.6% growth with $17.4 million in sales, and Australian Dream generated $15.2 million on 82.1% growth.
Boiron’s Arnicare comes in at $13.8 million on 43.9% growth. Soon to join Boiron on the shelf is Similasan with its portfolio of products under the Arnica Care banner, which includes a spray formula.
Also driving growth across external analgesic rubs is Hisamitsu’s Salonpas patch, which reached $55 million on 27.6% growth, making the product the No. 2 external analgesic behind Icy Hot. Salonpas sets itself apart with an extended pain relief claim of 12 hours vs. the 8 hours of relief many other products tout.
Omron entered the TENS therapy segment a couple years ago, but now there are a number of competitors entering the space. Chattem brought a TENS therapy device to market under its IcyHot banner featuring IcyHot spokesman Shaquille O’Neal. Carex Health Brands recently introduced AccuRelief Pain Relief Systems. And Drive Medical launched a TENS device called PainAway that features a remote control.