James Dudley Management

James Dudley Management

OTC Brand Line Extensions meeting Consumers’ Self-medication needs for Migraine Relief in Europe

Treating migraine with OTC medicines particularly in the UK and Germany has grown the European pain relief market by close on €15 million since 1999. Of this €10 million is new business from line extensions of major general analgesics OTC brands.

‘The migraine segment of the European OTC analgesics market showed the greatest growth between 1999 and 2004 compared to all other segments. Furthermore, current trends point out the migraine segment as the most attractive in terms of growth opportunity’. So says a new 6 country market study from James Dudley Management – Pain Relief in Self-medication in Europe 2005 edition

Brands specifically targeting the OTC migraine segment are by and large confined to Italy, Germany and the UK. Yet it is line extensions of big OTC brands in Germany and the UK that are driving the European OTC migraine relief market.

While Germany and the UK have relatively small populations suffering from migraine claimed OTC medicine usage to treat symptoms is high.

In Germany over three quarters of migraine sufferers claim to use OTC pain relievers and if sales growth is a measure many are turning to big brand line extensions targeting migraine relief.

Both Bayer and Woelm have added migraine relief line extensions to their major brands Bayer Aspirin and Dolormin since 2000. While migraine added some €3.5 million to Bayer’s Aspirin brand in Germany, Woelm gained almost €6 million by 2004.

Just over half of British migraine sufferers claim to use OTC medicines to treat symptoms and this is roughly a third less than those in Italy and Germany.

OTC migraine relief in the UK has been established for many years with Pfizer’s Migraleve taking the lion’s share of the market. While Migraleve is an old and established brand, which is often recommended by doctors, it has not been immune from competition.

Boots introduced Nurofen Migraine to the UK OTC pain relief market in 2003 as line extension to its Nurofen brand snatching a million euro share within 18 months.

In Italy the migraine segment of the OTC pain relief market has not so far taken off although there seems to be a potential opportunity for the big brands.

Three times more people suffer migraine in Italy than in Germany and 70% claim to use OTC medicines according to the James Dudley market report - Pain Relief in Self-medication in Europe 2005 edition

Old brands such as Verdex (Fulton) are not driving the OTC migraine relief opportunity in Italy and its implicit from sufferers’ OTC usage that demand is taken up by general analgesics.

Table 1: % of Populations Germany, Italy and UKsuffering from Migraine and treating with OTC Medicines

Country

% Suffering

% using OTC

Germany

5.3

75.7

Italy

14.7

70.3

UK

8.4

52.6

Source: Ipos/ James Dudley Management – Pain Relief in Self-medication in Europe 2005 edition

Table 2: Top OTC Migraine Brands – Germany, Italy and the UK % Share of the European Non-prescription and OTC Migraine Relief Market.

Brand

Company

% Share

Main Market

Active

Migraleve

Pfizer

24.2

UK

Paracetamol, codeine, buclizine

Dolormin

J&J Merck

22.3

Germany

Ibuprofen lysine

Aspirin Bayer

Bayer

12.9

Germany

ASA

Virdex

Fulton

6.0

Italy

Ergotamina , Caffeina Aminofenazone

Migraenin

Klosterfrau

4.2

Germany

Ibuprofen

Nurofen

Boots

3.8

UK

Ibuprofen lysine

Source: IMS/ James Dudley Management – Pain Relief in Self-medication in Europe 2005 edition Growth)

Graph 1: Europe - Total Non-Prescription Bound Sales of the Non-prescription Pain Relief Market – Growth Attractiveness by Sub-category to 2010 (% Growth)


Source: James Dudley ‘The Future for Pain Relief in Self-medication in Europe 2005 edition’

Graph 2: Europe - Non-prescription and OTC Migraine Pain Relief – Growth Attractiveness by Major European Market to 2010 (% Growth)

Source: James Dudley ‘The Future for Pain Relief in Self-medication in Europe 2005 edition’

Information

‘The Future for Pain Relief in Self-medication in Europe 2005 edition’

Published by James Dudley Management May 2005
For further information:
phone James Dudley ++44(0)1562 747705
fax +44 (0) 1562 750275
e-mail information@james-dudley.co.uk
Bookshop  www.medotceurope.com

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