The allergy remedy business is growing, and not just because of new entries to the market like Chattem’s Nasacort 24HR, which to date has brought in more than $50 million to the category. Allergy seasons are lasting longer, and there are more people suffering from allergies.
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.”
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.
The entire external analgesic category is up 6.7%, reaching a base of $486.9 million across total U.S. multi-outlets for the 52 weeks ended June 15, according to IRI data. And Salonpas, with a 10.9% dollar share, is helping to drive that growth with positive sales gains of 28.7% to $52.9 million.
The lion’s share of the analgesics business may be in internal analgesics — sales of which totaled $3.6 billion, up 1.1% for the 52 weeks ended June 15 across total U.S. multi-outlets, according to IRI — but it’s alternative pain relievers that may represent the growth opportunity.
“It’s not enough to pull drowning victims out of the river. You have to walk upstream to find out who’s throwing them in.” Physician and educator David Kilgore invoked that piece of wisdom from Episcopal bishop V. Gene Robinson to describe the current state of medicine in the United States — and the steps needed to drag the nation’s outmoded, costly and inefficient healthcare system into the 21st century.