Australians still prefer branded pain relief
Panadol is the most popular brand in this segment, bought by 54% of people who purchase headache or pain relief products in an average four week period. Nurofen is the second most popular brand with 31% of purchasers, well ahead of the third-ranked Chemist/Pharmacies’ own brands (14%).
Despite a continually increasing presence on supermarket shelves across numerous categories, Supermarket Brands are still only bought by 11% of headache/pain relief purchasers.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“When it comes to products associated with health and wellbeing – in particular pain relief – consumers still prefer well-known, trusted brands. It is encouraging for brands to see there are still categories where consumers exercise a strong preference (and are prepared to pay a premium) for established household names over unbranded or generic alternatives.
“It remains to be seen whether unbranded products will eventually have a similar impact on the headache/pain relief category as seen in many other consumer goods categories, but choosing price over trust or perceived quality does not appear to be a major factor when it comes to health products.”
Most Popular Brands of Headache/Pain Relief Tablets or Capsules
Image Data Source: Roy Morgan Single Source (Australia), July 2007 – June 2012. Base: Australian Population (14+) purchased Headache/Pain Relief tablets in an average 4 week period, Avg. sample per 12 months, n = 11,656.