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Private label, Bayer drive down internal analgesics

Internal analgesics is slightly down in retail sales with a 0.6% decrease year-over-year. As the largest segment in internal analgesics, tablets were down 0.4%. This performance was driven down primarily by private label and Bayer products. Private-label internal analgesics were down 5%, and Bayer was down 4%. Pfizer saw no change in sales. McNeil’s return to the market did well, reflecting a 17% increase over the same time period last year. The external analgesic category was up 7% year-over-year. The increase was driven by Chattem (up 20%) and Hisamitsu (up 8%), while private label was down year-over-year by 2% (see Figure 1).

(To view the full Promo Watch report, click here.)

On average, external analgesic products reflected higher retail margins than internal analgesics. Both Chattem and Hisamitsu products saw similar retail margins at 47% and 49%, respectively, in the drug channel, with 29% and 30%, respectively, in the mass channel. Pfizer products exhibited the lowest average retail margins at just 14% in mass, followed by Bayer at 16% (see Figure 2).

For feature ads, Advil and Tylenol were featured far more than the other leading brands. Advil increased in features for this year from 3,571 to 3,789 in the food, drug and mass channels, and Tylenol similarly increased from 3,605 to 3,761. Aleve and Excedrin also increased year-over-year, while Bayer was the only leading brand to see a decrease in ads, from 1,133 to 1,012 in food, drug and mass (see Figure 3).

Drug Store News has partnered with Competitive Promotion Report, IRI and MarketTrack to create this exclusive report. This article highlights the market performance of major manufacturers in pain treatments — internal and external analgesic categories. The result in this study reflects the leading brands/manufacturers in each segment in terms of retail sales, average retailer margins and promotional ad activity.

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