Stars heat up external analgesics

Showing up on CVS shelves is Mission’s Maximum Strength Muscle Rub touting its “athlete-engineered, arnica enriched” formulation. The new external analgesic rub joins a category that is trending up 3% to $70.4 million in sales across food, drug and mass (excluding Walmart) for the 52 weeks ended July 8, according to SymphonyIRI Group data. 


But with the recent Olympic games in London, Mission’s point of differentiation will help it stand out from the crowd — namely its sports celebrity endorsers, including NBA all-star Steve Nash and tennis legend Serena Williams.

The article above is part of the DSN Category Review Series. For the complete Analgesics Sell-Through Report, including extensive charts, data and more analysis, click here.