Common ailments relevant to the analgesics category include headaches, migraines, toothache, period pain and joint pain. Faced with such a large range of analgesic products ... MORE
As well as ensuring they have good own-label representation, pharmacists should stock brand leaders across a range of pain relief, such as combination analgesics ... MORE
GSL lines in the pain relief category should be positioned on open display to help encourage self-selection, advises Ms Charlesworth. She suggests pharmacists ... MORE
By identifying the causes of, or better managing, a patient's pain, pharmacies can increase customer loyalty and encourage them to return for other purchases … MORE
PRODUCT WATCH
Pain relief brand Voltarol has added Voltarol Active 4 per cent cutaneous spray to its range. The spray combines anti-inflammatory diclofenac sodium...
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Imigran Recovery Migraine brand Imigran Recovery has launched an NPA-accredited pharmacy training resource, Managing migraine, “to help all members of the pharmacy team advise...
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CASE STUDY
The 2009 MHRA guidance on providing codeine as pain relief meant we needed to train staff on how to sell these products. This guidance inspired me to look at opportunities in the analgesics category and to make my team more aware of the potential benefits of supporting patients requiring pain relief. "I organised in-house training covering topics such as acute and chronic pain to improve their knowledge. Staff were reminded about the importance of asking customers in detail about their pain using the WWHAM approach, stressing that this should not be carried out ‘parrot fashion', but as a dialogue with the patient. "Our staff now say they find their job more rewarding. Customer loyalty has increased as people return to the pharmacy for advice, not only for pain relief, but other ailments as well, because the staff take a real interest in their needs." K&K Healthcare operates pharmacies in Warwickshire and Leicestershire |
Satyan Kotecha
FACTS & FIGURES
£353,113,184
Adult oral analgesics total market value
"Analgesics is a very big category, but its value is flat at the moment (-0.8 per cent). There is underlying growth, so that flatness is a function of a poor cold and flu season."
31%
Own label share of adult oral analgesics market
"We're seeing some decline (-0.2 per cent) in own label; we haven't seen that in analgesics in a very long time. I think people are buying a bit more as and when they need it, as opposed to stocking up, and that is probably going to benefit the brands."
£14,098.20
Annual value of analgesics market to average pharmacy*
"The pharmacy channel is down, but not by very much (-1.8%) – it is doing much better in comparison with grocery than it did last year, when we saw the grocers in strong growth and pharmacy in decline. Both are pretty flat now."
23%
Share of adult oral analgesics market held by leading brand Nurofen
"Pharmacy brands Solpadeine and Voltarol have done particularly well, both showing growth of about 8 per cent. Best-seller Nurofen is in year-on-year decline after being hit by the recall of Nurofen Plus."
BEST-SELLING ADULT ORAL ANALGESICS BRANDS
| 1. Own label | 6. Syndol |
| 2. Nurofen | 7. Cuprofen |
| 3. Solpadeine | 8. Co-codamol |
| 4. Anadin | 9. Paramol |
| 5. Panadol | 10. Voltarol |
Data provided by SymphonyIRI Group (value sales, 52 weeks to April 21, 2012); analysis by business unit director Martin Wood
*Based on 12,874 community pharmacies in the UK excluding Northern Ireland, which the SymphonyIRI Group figures do not cover
FIVE TIPS TO BOOST YOUR ANALGESICS SALES
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"Counselling patients is key to ensuring pharmacy stands out from supermarkets and local shops offering pain relief" |
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"Offer lifestyle advice on how to minimise pain, and where to seek further help and treatment" |
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"Rule out potentially serious conditions before you sell pain relief" |
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"The idea is not to sell more analgesics, but to sell appropriately and capture customers who may simply go elsewhere, should they not have the benefit of interaction by a member of the pharmacy team" |
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"Make sure staff are appropriately trained and feel confident to give advice about pain relief" |
