Niche pain relief products see significant growth

Niche products like external analgesics, both creams and patches, continue to represent significant incremental value to the overall pain-relieving category. According to the latest IRI figures, sales of external analgesics were up 8.6% to $560.2 million for the 52 weeks ended March 20 across total U.S. multi-outlets.

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Much of that can be contributed to Hisamitsu’s Salonpas, which realized 9.9% growth to a dollar base of $65.2 million in that period. But several other niche brands also experienced significant growth, including Blue Emu ($26.9 million; up 18.6%), Australian Dream ($21.8 million; up 24%) and Boiron Arnicare ($17.9 million; up 14.9%).



NFI Consumer Products in March announced the U.S. launch of Lidocare (4% lidocaine), which reaches stores nationwide in April/May. And this past fall, Boiron extended its Arnicare line with a cream formulation. Boiron executives said that the new cream will drive more shoppers to the analgesics aisle and give them another homeopathic option in the category. “We feel the cream will bring more consumers into the category, especially since the external analgesic cream segment is larger than the gel segment,” VP national accounts Gary Wittenberg said. “Together, the cream and the gel give consumers an option for a preferred texture.”