With up to 10 million people in the UK suffering from pain almost every day, it’s little surprise that analgesics remains the biggest OTC category. Dawn Gay looks at the latest market activity in the pain relief sector

The benefits of ibuprofen in treating aches, muscle pains, sore throats and headaches associated with colds and flu viruses have been revealed in recent research from Reckitt Benckiser. It therefore makes sense to place ibuprofen products across both the pain relief and cold and flu sections.

Nurofen marketing director at RB Craig Shaw agrees: “Our research into the beneficial role of the ibuprofen in Nurofen means that this winter you can feel confident that you can help your customers get the relief they need with Nurofen, which targets some of the underlying cold and flu symptoms.” Nurofen is currently the UK's top-selling analgesic brand.

Pharmacists boosting their ibuprofen offering may be interested to know that Care, which has over 90 healthcare products, has released more Maximum Strength Ibuprofen 400mg tablets. They are now also available in packs of 12, 24, 48 and 84 tablets.

Ibuprofen or paracetamol?

A recent survey of 373 pharmacy staff commissioned by Nurofen for Children shows that pharmacists have a significant market influence when treating pain in juniors. The research shows that 78 per cent of pharmacists recommend paracetamol over ibuprofen when treating childhood pain and fever, while NICE guidance endorses paracetamol and ibuprofen equally.¹

Other research even suggests that ibuprofen lasts longer than paracetamol when treating a fever.²

Tired, tense muscles are often caused by occupational demands and poor posture. 

But it’s not 'all about ibuprofen' for RB. Last October the manufacturer launched a new campaign for Lemsip All in One highlighting its effectiveness when treating fluey aches and pains. The TV, digital, social media and in-store promotion continues until March 2015 and homes in on the fact that the paracetamol product ‘starts getting to work in five minutes’.

Combination pain relief

Omega Pharma's Solpadeine range is the UK’s number one pharmacy-only pain relief brand and has shown a recent 12 per cent growth in value sales. Omega plans to provide ongoing support for pharmacists in the pain management arena, launching a newly updated training portal at www.omegapharmatraining.co.uk.

A spokesperson for the brand describes the portal: “The Solpadeine training modules cover topics such as the different types of pain, the OTC pain pathway and advice on recommending the right pain relief for customers. These modules will be accompanied by a real-time reporting system that will enable users to track their progress and record all of their achievements in one place, as well as keep up-to-date with key training and pharmacy events using the interactive calendar.”

With a choice of Solpadeine formulations and formats available – from tablets to capsules and soluble tablets – pharmacists have the option of tailoring treatment to the customer's specific pain relief needs. The spokesperson continues: “This tailored approach will encourage repeat visits to the pharmacy and provide the opportunity for pharmacists to discuss the right pain relief for each customer, and understand more about the customer’s needs and symptoms. It also opens up the opportunity to offer more holistic pain management advice. This will build rapport with customers and establish the pharmacy as a go-to resource within the community that will in turn build customer loyalty.”

Hot topicals

The Mentholatum Company has added the new odourless and self-adhesive Deep Heat Muscle Rescue Neck and Shoulder Patch to its topical pain relief portfolio. The launch is backed by a marketing campaign targeting busy women aged 25-plus. It kicked off in November and continues until February.

The campaign targets women's press, social media and digital channels. Pharmacists can also receive a training pack with consumer leaflets, show cards and a sample dispenser.

Senior product manager for Deep Heat Elvy Mardjono says: “Tired, tense muscles are often caused by occupational demands and poor posture. If we do not take care of this, it can lead to other issues such as headaches and back, neck and shoulder problems. The patch sector is growing fast, but some patches on the market are not comfortable to wear on the neck and shoulders as they are not specially shaped for that area or are the wrong size, while others are not discreet or only adhere to the skin at the edges.”

Jillian Watt, director of marketing/new product development at The Mentholatum Company, says that Deep Heat is a leading player in the topical analgesics and hot/cold relief sector. Deep Relief Pain Relief Gel, for example, is one of the fastest growing brands in the sector over the past 12 months.

“With a reputation spanning over 100 years we are an acknowledged leader in the sale of topical pain relief products. Our commitment to research and developing new products has given the company a great insight into the topicals sector and makes us experts in muscle and joint pain. We want to pass some of that knowledge on to community pharmacy so that, together, we can make a difference and help people who live with daily aches and pains to choose the appropriate products to bring relief,” explains Ms Watt.

Thornton & Ross announced a heavyweight pharmacy support campaign last October promoting its newly packaged Movelat Relief cream and gel. And a new website, www.movelat.co.uk, supports pharmacists with a training guide on how to help manage patients' muscular pains more effectively. T&R’s Denika Fletcher explains: "With the launch of the new heavyweight campaign we hope to bring Movelat front of mind for pharmacists and patients. The pharmacy training will provide support for healthcare professionals to consult and advise their patients and the consumer media campaign will increase knowledge of Movelat amongst the wider public."

Natural relief

Fito's Organic Pineapple Capsules may seem like a novel approach to pain relief, but new research says that the bromelain extract contained in pineapple has proved its punch as a natural pain reliever when tested alongside diclofenac and placebo. In a trial of 45 people following dental surgery, bromelain was found to reduce pain 'significantly'.³

Anton Le Khak, managing director at supplier Natur Boutique, says: “Research has recently indicated that bromelain could have significant pain-reducing benefits. For those customers seeking a more natural alternative to pain relief, pineapple capsules, containing good levels of bromelain, could therefore provide a solution. Whilst no brands can make any medical claims specifically about pineapple capsules at this stage, ours are of the very highest quality, organic and attractively packaged, helping meet the requirements of today’s demanding consumer.”

Another plant-based supplement, GOPO, containing anti-inflammatory rose hip, has been the focus of a recent study at Frederiksberg University in Denmark. The results, released in February 2014 in the Open Journal of Rheumatology and Autoimmune Diseases, conclude that GOPO is an 'effective' remedy for pain caused by hand osteoarthritis.

GOPO supplementation reduced hand and wrist pain in 90 per cent of participants and cut their need for analgesics by 33 per cent. Lead researcher Kaj Winther explains: “The lessening of hand pain and stiffness observed in this study suggests that GOPO may play a key role in the drug-free management of osteoarthritis in the hand, providing sufferers with improved pain relief and mobility without the risk of harmful side effects.”

References
1. http://guidance.nice.org.uk/CG160
2. Kelley MT et al. Clin Pharm Thera 1992;52(2):181-9
3. Majid OW, Al-Mashhadani BA. J Oral Maxillofac Surg 2014 Jun;72(6):1043-8