Natural ingredients, rapid relief top of mind

Homeopathic formulas are altering the way consumers view the external analgesics market.

(To view the full Category Review, click here.)

With a growing number of homeopathic products aimed at treating muscle pain, bumps and bruises being added to retailers’ mix, many weekend warriors, aging baby boomers and parents who closely scrutinize the ingredients in the over-the-counter medications they give to their children are choosing these formulas over the external analgesic products that have dominated the category for years.



“Consumers now see there are options with natural active ingredients and options to strong-smelling products,” Boiron USA VP national accounts Gary Wittenberg said. “Additionally, these products give retailers something innovative to offer consumers.”



Providing shoppers with more homeopathic options often can help grow the particular category. TABS Group founder and CEO Kurt Jetta said research by his firm shows that consumers of homeopathic products are eight times more likely to pay a premium if they know a product is all-natural, and seven times more likely to say these products perform better than standard OTC medications.



In recent months, two of homeopathy’s largest players — Boiron and Hyland’s — have extended their lines of arnica-based formulas. For its part, Boiron, which has seen strong growth with its Arnica Gel, added a cream form of the product, while Hyland’s recently rolled out Hyland’s 4 Kids Bumps n’ Bruises with Arnica.



“We’re seeing a shift in more widespread acceptance of homeopathic treatments from consumers and retailers alike,” said Hyland’s VP marketing Thao Le. “Homeopathy has been around for centuries; however, it seems to be experiencing a bit of a renaissance right now as many millennials and young parents are demanding cleaner, natural products.”



Data released in June by Nielsen, she said, shows that sales of arnica-based topical pain relief products increased 14% over the past year.



“This is one of the most exciting times in our company’s history as mainstream consumers and retailers alike are increasingly looking for more natural solutions in the external analgesics category,” Le said. “The future of homeopathy continues to be an area rich with opportunity and growth.”