Millennials turn to external pain relief

The demographic that’s driving much of the 10.3% growth across external analgesics may come as a surprise because it isn’t an arthritis-suffering baby boomer.

(To view the full Category Review, click here.)

It’s the millennial shopper who’s behind that steady climb. “Millennials do not favor using oral analgesics,” said David Biernbaum, principle of David Biernbaum & Assoc., which has for years maintained a steady growth trajectory for its client Australian Dream. “Millennials are really looking for external analgesics because most [of them] don’t have severe pain.” That can prove to be a key distinction, he added, because suffers of mild to moderate pain will be more likely to shop for OTC solutions before seeking their doctor. For the 52 weeks ending Aug. 7, sales of Australian Dream were up 19.7% to $23.3 million, according to IRI.

“[They’re] looking for something that’s a healthier alternative [and] are more aware of what they’re putting into their bodies,” noted Daniel Baumwauld, VP Performance Health. “They’re not as conditioned [to taking oral analgesics] and are very keen into researching their options. That active adult is leaning more toward external than internal.”

Performance Health recently crossed its BioFreeze SKU from the professional channel to the mass market. It will be leveraged as a premium option against heavy users of the pain relieving category. Meanwhile, Performance Health’s Perform brand will be positioned against that active lifestyle enjoyed by millennials, Baumwauld said.