Australians still prefer branded pain relief

Sunday, October 28, 2012 - Roy Morgan Research

Page Views: 263

Currently 4.0/5 Stars.
1
2
3
4
5

Give this press release a star rating...

With the rising popularity of supermarket branded or private label items across various categories, Headache/Pain Relief is one category where branded products are still the preferred choice for buyers, according to the latest data from Roy Morgan Research.

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.

About Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.