Pain is big business. The global self-care pain relief market generates annual revenues over US $24bn, rising by an average 6.2% each year since 2020 (according to Nicholas Hall’s dedicated CHC sales database, DB6, including sales via retail stores and online channels, expressed at MSP).

Even as purchasing patterns have returned to normal post-pandemic, CHC analgesics have sustained steady growth, fueled by macro-factors, marketers’ promotional activities and innovation-led product development.

A population skewing ever older, with the corresponding increase in incidence of chronic pain and joint problems, has helped sustain demand for systemic analgesics (those taken orally) and topicals (applied to the skin).

Meanwhile, an audience of active sportspeople and exercise fanatics keeps afloat the market for injury and post-exercise pain relief. In an effort to differentiate brands, promotional efforts from major marketers have targeted both ends of the age spectrum, with inclusivity and social responsibility increasingly to the fore. An expanding range of options for specific pain types (menstrual pain, migraine, nighttime pain, joint problems, etc.) ensures there is a pain product for most consumer demands.

While high-profile concerns about ingredient safety have an undeniable impact on consumer confidence, marketers and healthcare professionals are actively challenging misinformation and promoting responsible use. Worries around paracetamol [acetaminophen] were recently heightened by controversial challenges to the ingredient’s reputation in the USA, but marketers and health organizations are fighting back and in several countries regulators are taking action to reassure consumers.

New Product Development drives the market, but high-quality innovation is lacking
The consumer healthcare market has an innovation problem. Too many launches and line extensions offer nothing truly new, and there is a sizable proportion of NPD activity that is little more than adding another “me-too” product to already overstuffed shelves. Analgesics are no exception and, in fact, according to Nicholas Hall’s CHC New Product Tracker, Analgesics are one of the least impressive major CHC categories, with launch activity dwarfed by that among vitamins & minerals, skin care and lifestyle products. That being said, a few pockets of genuine activity have the potential to reinvigorate mature analgesics categories, bringing exciting new products to market.

Rx-to-OTC switch activity expands the market
The highest-rated analgesic innovations generally come via switching medicines from prescription-only (Rx) to over-the counter (OTC), such as the groundbreaking US switch of diclofenac-based Voltaren, which now ranks No.3 among US topical analgesics. In recent years switch activity has created an expanding segment of triptans for migraine. 

Poland saw its first OTC triptan remedy, almotriptan-based Dezamigren (Aflofarm), launch in late 2022. Germany has traditionally been at the forefront of triptan switches, and in 2024 switched rizatriptan 5mg for acute migraine following a doctor’s diagnosis. The migraine segment in Australia was expanded via the world-first switch of eletriptan, launched as Viatris’ Relpax Migraine in 2023, while Organon’s Maxalt Migraine Relief was Australia’s first OTC rizatriptan brand, with the added benefit of an innovative orodispersible film strip delivery format.

Cox-2 inhibitors offer a fresh advantage in CHC pain relief
Viatris also launched the first celecoxib 200mg remedy in Australia, Celebrex Relief, in February 2025, the only Rx-to-OTC switch of a Cox-2 inhibitor globally. The brand is positioned for short-term treatment of period pain in adults and acute pain in adults with muscle and joint injuries. The ability of Cox-2 inhibitors to minimise stomach irritation offers a potentially huge advantage, so this and future launches will certainly shake up the pain category in those countries where switched.

New product development trends point to expansion opportunities
Beyond switch, other forms of new product development are expanding the Analgesics market, including format, convenience, new positionings and synergies. The focus among systemic analgesics has generally been on faster-acting or high-strength options, reflecting demand for superior efficacy and faster pain relief. Among topicals, ease of use has driven new product development, including easy-open caps and no-mess applicators.

Other notable innovation trends include:

• Orally-disintegrating tablets and liquid sticks offer convenience and speed. Reckitt’s easier-to-swallow Nurofen Mini soft capsules represented a first for the German market in 2025
• Innovation in female pain is accelerating. Bayer’s transformation of Midol into a wider menstrual health brand includes expansion into topicals via Midol Heat Vibes patches and supplements via Peace Out PMS
• Pediatric pain has focused on “clean” medicine and enhanced compliance, including the first gummy paracetamol brand for children in USA
• NPD in the nighttime pain segment includes topicals with a lavender scent to help consumers unwind before bed
• Several marketers are exploring natural and non-medicated extensions of established brands, including Haleon via Voltaren’s Joint Comfort & Movement supplements
• The crossover from cough & cold into analgesics is an emerging trend after leading franchise Vicks (P&G) entered both systemic and topical analgesics in USA

The crucial internet & mail order channel
One of the most important growth drivers is the e-commerce channel, as the convenience of online shopping ensures its continued popularity. Internet & mail order sales, representing 9% of analgesics sales through all channels (according to DB6), continue to grow dynamically, comfortably outperforming growth in the bricks & mortar channel. In markets where OTCs can be sold via Amazon, many leading brands host extensive storefronts on the online retailer, offering information on health conditions and consumer discounts.

Joint health supplements offer an alternative to traditional pain medication
Adjacent to allopathic pain medication, a very sizable market for joint health supplements exists, with considerable and increasing crossover. Despite historical concerns from consumers about the efficacy of key ingredients (namely glucosamine and chondroitin), they continue to feature prominently in leading brands, although new product development generally focuses on alternative natural ingredients such as turmeric, curcumin, boswellia and collagen. Many products offer joint pain relief with additional benefits such as long-term intervention, bone health or immunity.

Opportunities there to be unlocked
Many of the trends identified above (and several others) will ensure that analgesics enjoy a bright future. According to DB6 forecasts, CHC analgesics will generate global revenues over $40bn by 2034 (including sales via retail stores and online channels), but this will only be achieved if marketers recognize the growth opportunities and take action to unlock them.

Editor's note: Nicholas Hall’s Analgesics report is now published and available to order! Readers can find comprehensive coverage of systemic, topical and mouth & dental analgesics, along with joint health supplements, spanning 16 key markets. The report highlights NPD and promotional activity and looks to the future for growth opportunities. For more details, or to purchase your copy, please contact melissa.lee@NicholasHall.com. Quote ‘ECRM’ to receive an exclusive discount off the full price.