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Nicholas Hall's Global Analgesics Review
Nicholas Hall Group, Dec 2010, Pages: 325
This report provides a review of the major trends and developments in the global analgesics market. Categories covered include systemic analgesics, topical analgesics, oral pain relievers and crossover into adjacent categories (cold & flu, glucosamine, medical devices, etc).
The odds are against analgesics: safety concerns over key ingredients, the recessionary environment and strong generic competition all stand in the way of growth. Despite this, the mature analgesics market soared to new heights in 2009-10, with all leading brands registering a positive CAGR since 2005.
Systemic presentations continue to dominate in terms of sales and growth, with premium-priced topical brands struggling in some countries where cash-strapped consumers are turning to value offerings. Oral pain remains underdeveloped in most regions, but new medical device treatments for mouth ulcers show potential to expand the category.
Along with umbrella branding, value through segmentation is a key route to success, with marketers expanding and launching brands into niche areas such as migraine and foot pain. Rx-to-OTC switches provide momentum, with marketers quick to take advantage of beneficial regulations. This does not mean that well-established ingredients are forgotten: marketers successfully differentiate their brands from generic offerings through innovative delivery formats, with fast-acting claims popular.
This report will examine in depth how the analgesics market achieved strong growth despite the odds, exploring the core strategies of leading OTC marketers and investigating how top brands stayed at the top. It will also look beyond, providing an overview of potential switches and charting routes to further growth.
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