Sales of external analgesics on the rise

The entire external analgesic category is up 6.7%, reaching a base of $486.9 million across total U.S. multi-outlets for the 52 weeks ended June 15, according to IRI data. And Salonpas, with a 10.9% dollar share, is helping to drive that growth with positive sales gains of 28.7% to $52.9 million.

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



There are two reasons behind this growth, suggested John Incledon, president and CEO of Hisamitsu America, both involving the claims obtained through the filing of an NDA that help set Salonpas apart from its competitors.



First, the company can claim 12 hours of pain relief vs. the eight hours of pain relief topical analgesic competitors can claim using the monograph. Second, Salonpas is indicated for moderate pain in addition to minor pain, which is a claim that many tablet manufacturers cannot make. “[The claims] help establish the brand as a credible, alternative to both systemic and competing topical analgesics,” Incledon said.