Topical analgesics are one of the biggest growth categories in the OTC market and Mentholatum – manufacturer of Deep Heat, Deep Freeze and Deep Relief – has seen unprecedented growth (4.4 per cent) at almost double the rate of the category as a whole (2.4 per cent) over the last year. The company highlighted three emerging trends as potential reasons for this growth: increased demand for drug-free pain relief for on-going conditions; popularity of hands free, no mess formats; and a major shake-up in the NICE recommended treatment of back pain and osteoarthritis. 

Mentholatum is also gearing up to relaunch its Mind Your Back campaign this autumn, with high-profile collaborations to promote their five simple S.T.E.P.S. 

Laser Healthcare: 01202 780558

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