ANALGESICS IN INDIA

Euromonitor International
November 2015

ANALGESICS IN INDIA

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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 2
Category Data .............................................................................................................................. 2
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7

Sales of Analgesics by Category: Value 2010-2015 .................................... 2

Sales of Analgesics by Category: % Value Growth 2010-2015 .................... 3
Sales of Topical Analgesics/Anaesthetic by Format: % Value 20102015 ............................................................................................................. 3
NBO Company Shares of Analgesics: % Value 2011-2015 ......................... 3
LBN Brand Shares of Analgesics: % Value 2012-2015 ................................ 4
Forecast Sales of Analgesics by Category: Value 2015-2020...................... 5
Forecast Sales of Analgesics by Category: % Value Growth 20152020 ............................................................................................................. 5

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ANALGESICS IN INDIA

ANALGESICS IN INDIA
HEADLINES
In 2015 analgesics posts current value growth of 10% to reach sales of Rs20.6 billion
Growth driven by the self-medication of minor ailments
Topical analgesics/anaesthetic records the strongest current value growth of 12%
Emami Ltd leads analgesics in 2015 with a 24% value share
Analgesics expected to achieve a value CAGR of 4% at constant 2015 prices over the
forecast period

TRENDS
Increasingly stressful lifestyles, especially in large cities, have led to Indian consumers
purchasing analgesics to achieve quick relief from fever and mild pain. Aggressive media
promotions have served to popularise systemic analgesics so much that many consumers
either do not know or pay heed to the dangers of overdosing on OTC products containing
acetaminophen or aspirin. The possible side-effects of analgesics have not deterred urban
consumers from taking them regularly. Moreover, consumers do not revisit doctors in the case
of recurring minor ailments, using existing medicines and buying products over the counter.
Topical analgesics/anaesthetic continued to perform well in 2015 because of ease of
application and the influence of media promotions. Various forms of topical
analgesics/anaesthetic, such as gels, creams, sprays and oils, are now kept at home on a
regular basis in case of an emergency. Adult analgesics also saw significant growth over the
review period, while paediatric analgesics remained a negligible category as Indian parents
prefer to take their children to a doctor rather than buy products over the counter.
Analgesics registered current value growth of 10% in 2015 thanks to consumers opting to
treat themselves quickly when it comes to mild pains and fever. Category growth was also
supported by wider product availability and manufacturers promotional activities.
Topical analgesics/anaesthetic was the best performer in 2015, posting current value growth
of 12%. This can be attributed to some consumers trying to avoid tablets because of concerns
about side-effects. In addition, the category benefited from the easy application of these
products, along with heavy promotional activities from manufacturers and improving product
availability. Both allopathic and herbal/traditional brands contributed to the categorys growth.
Moov, Volini, Iodex, Zandu Bam, Amrutanjan, Tiger, etc remained household names in the
country for the day to day management of pain.
Paediatric analgesics is a very small category in India as parents are apprehensive about
children using OTC medicines, instead opting to visit a doctor. Herbal/traditional methods like
oil massage in the case of mild pain or sponging in the case of fever are still used, but with
more severe cases parents prefer to consult a doctor.
Within topical analgesics/anaesthetic, the cream/gel format, used by brands such as Moov,
Volini, Relaxyl and Relispray, is popular in urban India, while in rural areas balms are
preferred. Rubs/balms and creams/gels are used by almost everybody, while lotions and
sprays are used mostly by well-informed and upper-income consumers. Oils and liquids are
used mainly by lower-income households.
An established brand name is essential in this category, along with frequent and attractive
promotional activities which can create top-of-mind recall for consumers. Moov, Iodex, Disprin

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ANALGESICS IN INDIA

and Volini are common brands found in almost all households, mainly because of their
superior distribution, which is not just limited to chemists/pharmacies but also includes
hypermarkets, supermarkets and small independent retailers. Price is not a major concern for
many as consumers are looking for quick relief with few side-effects.

COMPETITIVE LANDSCAPE
Emami Ltd continued to lead analgesics in 2015 with a 24% share of value sales, up from
23% in 2014. The companys Zandu balm was the biggest contributor to sales, achieving
value sales growth of 16% in 2015. In July 2014, an extension of Zandu Balm, named Ultra
Power, was launched with a stronger formulation than its existing range of analgesics,
achieving a good consumer response. The new launch benefited from nationwide distribution
as well as promotional activities in various channels, thus helping the brand to further grow its
share in 2015.
Ointment was the most popular format overall in topical analgesics/anaesthetic in 2015 with a
75% share of value sales. As this format continues to perform well, domestic players offering
ointments, such as Emami and Amrutanjan Health Care, achieved similar growth in 2015.
This can also be attributed to new launches, heavy promotions and nationwide distribution.
International players such as GlaxoSmithKline Consumer Healthcare and Reckitt Benckiser
(India) were also among the leading players.
Emami launched Zandu Gel Balm Junior in June 2015, which is a milder version of its parent
brand. The new product claims to be Indias first mild gel balm and is targeted at children as it
is safe for use on their sensitive skin.

PROSPECTS
Analgesics is expected to continue to perform well over the forecast period as a result of
increasing purchasing power and a greater willingness to self-medicate. Consumers will
continue to opt for quick and easy solutions rather than have the hassle of visiting a doctor.
Analgesics is expected to post a value CAGR of 4% at constant 2015 prices over the forecast
period. This will be a better performance than the 2% CAGR of the review period, and will be
supported by further product innovation and promotional activities. Big cities across the
country will remain the major demand hubs for analgesics as urban consumers are more
informed and lead busier and more stressful lives, hence seeking remedies which will enable
them to continue working. Rural North India will continue to rely on chemists/pharmacies if
pain cannot be managed via home remedies.
Although home remedies are not a direct threat to analgesics, the consumer preference for
home remedies, especially for minor ailments, could affect sales over the forecast period.
Known side-effects, especially from systemic analgesics, could also adversely impact the
categorys growth.
Manufacturers are expected to offer more OTC products, especially in topical
analgesics/anaesthetic, introducing products catering for either specific needs or a
combination of problems.

CATEGORY DATA
Table 1

Sales of Analgesics by Category: Value 2010-2015

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ANALGESICS IN INDIA

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INR million

Systemic Analgesics
- Adult Analgesics
- Paediatric Analgesics
- Adult and Paediatric
Systemic Analgesics
Topical Analgesics/
Anaesthetic
Analgesics
Source:
Note:

2010

2011

2012

2013

2014

2015

3,892.7
3,892.7
3,892.7

4,204.5
4,204.5
4,204.5

4,576.9
4,576.9
4,576.9

4,813.0
4,813.0
4,813.0

5,220.1
5,220.1
5,220.1

5,503.7
5,503.7
5,503.7

8,971.4

9,644.3

10,797.8

12,119.5

13,492.2

15,144.7

12,864.1

13,848.8

15,374.7

16,932.5

18,712.3

20,648.4

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
2015 data is provisional and based on part-year estimates.

Table 2

Sales of Analgesics by Category: % Value Growth 2010-2015

% current value growth

Systemic Analgesics
- Adult Analgesics
- Paediatric Analgesics
- Adult and Paediatric Systemic
Analgesics
Topical Analgesics/Anaesthetic
Analgesics
Source:
Note:

2014/15

2010-15 CAGR

2010/15 Total

5.4
5.4
5.4

7.2
7.2
7.2

41.4
41.4
41.4

12.2
10.3

11.0
9.9

68.8
60.5

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
2015 data is provisional and based on part-year estimates.

Table 3

Sales of Topical Analgesics/Anaesthetic by Format: % Value 2010-2015

% retail value rsp

Cream/Gel
Ointment
Spray
Total
Source:
Note:

2010

2011

2012

2013

2014

2015

24.0
70.5
5.5
100.0

21.0
73.0
6.0
100.0

19.0
74.5
6.5
100.0

17.3
75.5
7.2
100.0

17.0
75.4
7.6
100.0

16.8
75.3
7.9
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
2015 data is provisional and based on part-year estimates.

Table 4

NBO Company Shares of Analgesics: % Value 2011-2015

% retail value rsp

Company
Emami Ltd
Reckitt Benckiser
(India) Ltd
Ranbaxy Laboratories Ltd
Amrutanjan Health Care
Ltd
GlaxoSmithKline

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2011

2012

2013

2014

2015

20.4
11.7

21.0
11.7

21.7
11.8

22.8
11.9

23.6
12.1

6.8
7.4

8.0
7.7

9.0
7.8

10.2
7.8

10.8
7.8

14.1

13.8

13.4

12.6

7.5

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Consumer Healthcare Ltd

GlaxoSmithKline
Pharmaceuticals Ltd
Elder Health Care Ltd
Piramal Enterprises Ltd
Wyeth Ltd
Novartis India Ltd
IPCA Laboratories Ltd
Themis Pharmaceuticals
Ltd
Indoco Remedies Ltd
Aristo Pharmaceuticals
Pvt Ltd
Elder Pharmaceuticals Ltd
Piramal Healthcare Ltd
Nicholas Piramal India
Ltd
Amrutanjan Ltd
Paras Pharmaceuticals Ltd
Zandu Pharmaceutical
Works Ltd
Boots Piramal
Healthcare Pvt Ltd
Nicholas Piramal
Consumer Products Pvt Ltd
Others
Total
Source:

4.2

4.1

4.2

4.2

4.2

2.9
3.1
0.8
0.6
0.6

3.0
3.4
2.9
0.9
0.6
0.6

3.2
3.3
2.7
1.0
0.7
0.6

3.3
3.1
2.6
1.0
0.6
0.6

3.2
3.0
2.5
1.0
0.6
0.5

0.5
0.4

0.5
0.4

0.4
0.4

0.4
0.3

0.4
0.3

0.3
3.5
-

0.3
-

0.3
-

0.3
-

0.3
-

22.8
100.0

21.2
100.0

19.5
100.0

18.3
100.0

22.0
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5

LBN Brand Shares of Analgesics: % Value 2012-2015

% retail value rsp

Brand
Zandu
Volini
Moov
Amrutanjan
Iodex
Emami
Calpol
Tiger Balm
Disprin
Himani
Anacin
Saridon
Voltaren
Pacimol
Metacin
Malidens
Febrex
Delisprin
Tantum Gel

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Company

2012

2013

2014

2015

Emami Ltd
Ranbaxy Laboratories Ltd
Reckitt Benckiser
(India) Ltd
Amrutanjan Health Care Ltd
GlaxoSmithKline
Consumer Healthcare Ltd
Emami Ltd
GlaxoSmithKline
Pharmaceuticals Ltd
Elder Health Care Ltd
Reckitt Benckiser
(India) Ltd
Emami Ltd
Wyeth Ltd
Piramal Enterprises Ltd
Novartis India Ltd
IPCA Laboratories Ltd
Themis Pharmaceuticals Ltd
Piramal Enterprises Ltd
Indoco Remedies Ltd
Aristo Pharmaceuticals
Pvt Ltd
Elder Pharmaceuticals Ltd

12.9
8.0
8.3

13.4
9.0
8.5

14.0
10.2
8.6

14.7
10.8
8.9

7.6
9.1

7.7
8.7

7.7
8.0

7.7
7.5

5.5
4.1

5.7
4.2

5.9
4.2

6.0
4.2

3.0
3.3

3.2
3.2

3.3
3.2

3.2
3.0

2.6
2.9
2.8
0.9
0.6
0.6
0.6
0.5
0.4

2.6
2.7
2.7
1.0
0.7
0.6
0.6
0.4
0.4

2.9
2.6
2.6
1.0
0.6
0.6
0.5
0.4
0.3

2.9
2.5
2.5
1.0
0.6
0.5
0.5
0.4
0.3

0.3

0.3

0.3

0.3

ANALGESICS IN INDIA

Colsprin
Dragon Liquid Balm
Crocin
Amrutanjan
Dragon Liquid Balm
Saridon
Saridon
Malidens
Moov
Malidens
Saridon
Others
Total
Source:

Passport

Reckitt Benckiser
(India) Ltd
Amrutanjan Health Care Ltd
GlaxoSmithKline
Consumer Healthcare Ltd
Amrutanjan Ltd
Amrutanjan Ltd
Boots Piramal
Healthcare Pvt Ltd
Nicholas Piramal
Consumer Products Pvt Ltd
Nicholas Piramal India Ltd
Paras Pharmaceuticals Ltd
Piramal Healthcare Ltd
Piramal Healthcare Ltd

0.1

0.1

0.1

0.1

0.1
4.7

0.1
4.7

0.1
4.6

0.1
0.1

21.2
100.0

19.5
100.0

18.3
100.0

22.0
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6

Forecast Sales of Analgesics by Category: Value 2015-2020

INR million

Systemic Analgesics
- Adult Analgesics
- Paediatric Analgesics
- Adult and Paediatric
Systemic Analgesics
Topical Analgesics/
Anaesthetic
Analgesics
Source:
Note:

Table 7

2015

2016

2017

2018

2019

2020

5,503.7
5,503.7
5,503.7

5,464.2
5,464.2
5,464.2

5,422.1
5,422.1
5,422.1

5,384.0
5,384.0
5,384.0

5,353.2
5,353.2
5,353.2

5,322.0
5,322.0
5,322.0

15,144.7

15,973.8

16,800.5

17,642.4

18,508.7

19,370.9

20,648.4

21,438.0

22,222.6

23,026.3

23,861.8

24,692.9

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
2015 data is provisional and based on part-year estimates.

Forecast Sales of Analgesics by Category: % Value Growth 2015-2020

% constant value growth

Systemic Analgesics
- Adult Analgesics
- Paediatric Analgesics
- Adult and Paediatric Systemic
Analgesics
Topical Analgesics/Anaesthetic
Analgesics
Source:
Note:

2015/2016

2015-20 CAGR

2015/20 TOTAL

-0.6
-0.6
-0.6

-0.7
-0.7
-0.7

-3.3
-3.3
-3.3

4.7
3.5

5.0
3.6

27.9
19.6

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
2015 data is provisional and based on part-year estimates.

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