Is there any Loyalty in the Use of Over-The-Counter Pain Medications

One of the largest categories of medications sold in pharmacies without prescriptions is the wide variety of pain medications. This Over-The-Counter (OTC) category defines a market typically segmented by active ingredients... [ view full abstract ]

One of the largest categories of medications sold in pharmacies without prescriptions is the wide variety of pain medications. This Over-The-Counter (OTC) category defines a market typically segmented by active ingredients including four main formulations with generic names: acetaminophen (Tylenol), ibuprophen (Advil), naproxen sodium (Aleve), and acetylsalicylic acid (Bayer Aspirin).  The question rarely addressed in marketing research in this product category concerns possible brand loyalty and preferences in use of OTC analgesics containing these four active ingredients. Results from a web survey of 862 consumers suggest there is loyalty to specific OTC pain medication formulations, but many consumers have more than one on hand.