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External analgesics benefit from older pain consumers

BY Michael Johnsen

Who is the alternative analgesic pain consumer? “The majority of these people [in search of external pain relief] have chronic pain and are already taking prescriptions and using multiple methods of pain relief,” said Jenny McLaughlin, product manager for Walh Therapeutic Massagers. “Our research shows people are coming into the health-and-wellness area once a month.”

(For the complete category review, including data, click here.)

The external analgesic pain consumer typically is older. Headache tends to comprise about 30% of the usage occasions in the 18-to 48-year-old age group, John Incledon, president and CEO of Hisamitsu America, suggested. For consumers who are 50 years of age and older, “they’ve got a lot of maladies [and] co-morbidities that they’re treating; they’ve got to be thinking about drug-to-drug interactions. They also have to be careful that they’re not loading up on NSAIDs,” he said. “That’s why I think we see a more pronounced use in the older generation of topicals. Better than 50% of the business is in the 50 [years and older] group.”

New to the category are TENS devices, which stands for transcutaneous electrical nerve stimulation. The devices use gentle pulses to stimulate nearby nerves and are thought to scramble pain messages to the brain, stimulate the production of endorphins (the body’s natural pain reliever) and improve blood circulation. Omron first entered the category with its Pain Relief Pro electroTHERAPY unit. Since then, Chattem has launched an Icy Hot TENS SKU, as has Carex, with a line called AccuRelief Pain Relief Systems.

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Excedrin excels post-relaunch

BY Michael Johnsen

Excedrin relaunched in the United States in 2013 and is doing well. The brand generated $130 million between its Excedrin tablets and Excedrin Migraine tablets for the 52 weeks ended June 15 across total U.S. multi-outlets, according to IRI. With those two SKUs combined, Excedrin is the No. 4 internal analgesic on the market, with strong momentum propelling the brand closer to No. 3 Bayer.

(For the complete category review, including data, click here.)

In 2014, three pillars are driving Excedrin’s continued growth, according to Julien Armilhon, Novartis spokeswoman. The first pillar is the company’s commitment to its retail partners. Second, beginning in February, Novartis launched a distinctive advertising campaign on the headache segment that emphasized the fast-relief effect of Excedrin.

The third pillar involves Novartis’ Migraine SKU. The company recently teamed with neurologists to create the My Migraine Triggers app, a free migraine tracking tool. It’s an interactive migraine diary that provides the user with reports to help understand which factors are associated with the onset of a migraine.

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Perfecta expands Zim’s line

BY Michael Johnsen

Perfecta Products last year added Zim’s Arnica Max to it’s lineup of external analgesic rubs, which includes Zim’s Max-Freeze, an $11.8 million brand grew 27.3% for the 52 weeks ended June 15 across total U.S. multi-outlets, according to IRI.

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

“You’re getting more and more people who are in tune with natural products and naturally based products,” said Scott Gorley, president of Perfecta Products. “It’s really a situation where natural products and mainstream America are merging together. Those lines are becoming more and more blurred as people are looking for health solutions and natural alternatives.”

Arnica is one of the more popular homeopathic pain relieving medicines and is used by many athletes and weekend warriors worldwide, the company noted. Zim’s Arnica Max includes a proprietary blend of arnica and aloe vera, which includes organic aloe, natural menthol and arnica. It will be available in a 4-oz. gel and a 3-oz. roll-on.

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