Rapidly Changing Equations in Topical Pain Management Market

 

Editorial, Apr 2015 issue

“ Why this particular segment of FMCG or OTC will surge, can be understood from the fact that people want immediate relief from pain, come what may, and this lead to makeover of traditional wide mouth bottle into ointment or spray type of container or dosage form

It was not many years back when people would call for a particular brand for treatment of pain (topical therapy). Iodex, Tiger Balm, Vicks, Zandu Balm and Amrutanjan Balm are perhaps found in almost every Indian household (at least one such product). Today market is witnessing many more options to address pain or associated symptoms. Many pharma and purely FMCG players are looking in this segment to vie in a best possible manner. In this brief article, I am writing highly concise and crawled information on such products.

This article is timely because in this fast lifestyle, where wo/man even does not find time to feed him/herself in proper manner. This fast pace of life is taking its toll and making people more like a machine rather to keep him a human being; more appropriately a healthy human being. Whole day busy schedule is not permitting society to take time off for exercise or some other fitness regimen, which is ultimately leading to non-agile body. Moreover sedentary life style is showing its impact, reflected in the form of lazy attitude among subjects.

Why this particular segment of FMCG or OTC will surge, can be understood from the fact that people want immediate relief from pain, come what may, and this lead to makeover of traditional wide mouth bottle into ointment (easy to use container) or spray type of container or dosage form (which is very easy to use and carry, besides being fastest acting among all available options; we are not talking here about injectables).

Presently in market there are following major brands and dosage forms for topical treatment of pain. This pain may be Back Pain, Neck & Shoulder Pain, Sprains, Joint Pain (Arthralgia), Arthritis, Tendinitis, Muscular Cramp Pain. These seven symptoms have been claimed to be treated by one of the youngest products in the industry, Vicks MultiPain Relief Gel. Another entry is of Voltaren Emulgel.

Vicks MultiPain Relief Gel, as per the company is, an effective multi-tasking pain relief product that frees you and your loved ones from different body pains, individually and simultaneously. This versatile gel contains diclofenac, methyl salicylate and menthol that can effectively relieve seven types of pain as mentioned earlier. Other noted and in demand brands are Zandu Balm, Iodex in various formats, Emami’s Fast Relief, Volini Gel, Amrutanjan in various formats, Moov and Nise Gel.

Such is the popularity and demand of these gels and sprays that celebrity endorsements and intense marketing are worth its price.

Of course continuous research and development runs the shows of sequential launching of much better formulae, dosage form and application style; no two tell about that. Companies don’t want to leave even a single stone unturned to tap this potential market. This can be contemplated from the fact that small, few-application-only packs are also available in market for different strata in society. Various formats of few brands are also available in market from view point of brand range expansion. As per Business Standard.Com “Sprays are growing the fastest in comparison to gels or rubs. Largely an urban phenomenon, the growth of sprays is linked to the mushrooming of gyms and the need for instant pain relief when working out”.

Note: Logos, Brand names and images are properties of respective brand owner and/or trade mark holder. Article is written in good faith and not to demote or promote any brand.

Author is a creative & content writer. He writes extensively on brand and branding strategies besides being a futuristic commentator.

- Amit Gangwal

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