Excedrin excels post-relaunch
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.
Perfecta expands Zim’s line
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.
Sales of external analgesics on the rise
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.
(For the full category report, including data, click here.)
There are two reasons behind this growth, suggested John Incledon, president and CEO of Hisamitsu America, both involving the claims obtained through the filing of an NDA that help set Salonpas apart from its competitors.
First, the company can claim 12 hours of pain relief vs. the eight hours of pain relief topical analgesic competitors can claim using the monograph. Second, Salonpas is indicated for moderate pain in addition to minor pain, which is a claim that many tablet manufacturers cannot make. “[The claims] help establish the brand as a credible, alternative to both systemic and competing topical analgesics,” Incledon said.