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Colombia analgesics market led by GlaxoSmithKline in 2013
Analgesics in Colombia - a new market research report on 2014-04-30 04:09:02
Advertising is importantly shaping analgesics with increasingly more targeted and specialised recommendations pushing self-medication amongst consumers. The main active ingredient is less publicised in advertising pieces assuming that consumers are more knowledgeable regarding them, giving more emphasis to boosters such as caffeine. Advertising is focusing on specific pains (headache, back pain, joint pain) to draw consumers as these pains are increasingly common due to the busier and more stressful urban lifestyle. Although consumers are more aware of the need of having healthier habits related with diet and exercise, the truth is that in practice it is easier to fall into bad eating and sedentary habits.

GlaxoSmithKline maintains leadership within analgesics thanks to its flagship brand Dolex. The acetaminophen brand is a synonym for pain relief for many Colombian consumers. This brand is probably one of the most important in the OTC market and it is in the top of mind of the consumers. The brand construction has combined strong and nonstop advertising with brand extensions. The Dolex portfolio has grown importantly during the review period and it currently holds variants such as Dolex Niños (children), Dolex Avanzado (advanced), Dolex Forte (extra-strength) and even Dolex Gripa (flu) within cough, cold and allergy remedies.

Advertising is expected to play a fundamental role in the analgesics category over the forecast period. It will not only motivate people to look for analgesics for an increasingly educated self-medication but it will help consumers to be more comfortable using them. Combined products with a faster and longer action as well as targeted analgesics for specific pain (head, back and joints) are expected to use advertising and illustrated packaging to become more visible for consumers. Consumers will then increasingly associate pain caused by sports or physical activity with a specific systemic or topical analgesic. They will be more aware of what product to look for in case of needing an intense pain reliever, or one with a faster or long-lasting effect. Advertising will be accomplishing not only marketing but also educational tasks in the mid-term. Consumers will likely gladly accept advertising and promotion with this approach.

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