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Procter and Gamble has introduced a new analgesic, Aleve, and, as a result of advertising and marketing, has taken market share from similar products. Already, the product has gained 5.5% of the supermarket analgesic business from Jun to Nov 1994. However, the analgesic category remains flat in 1995, with food store sales only up 2% to $661.9 million for a six-month period ended Nov 30, 1994., The analgesics category has turned into a jungle over the last six months, and it has taken many supermarket executives on a wild safari ride. With the introduction of Aleve [...]

The introduction of the pain-reliever Aleve, an over-the-counter form of naproxen, is expected to have a significant impact on the overall analgesics market. Bulk analgesic manufacturers believe that their segment of the market will remain stable, but that competition will intensify at the retail level, which could cause smaller manufacturers to drop out of the market. The effect of Aleve's introduction on each of the major types of analgesics is also discussed.