Category Beat: Pain Care 2025
Did you know?
Insight 1: Pain is Universal but Fragmented
Pain affects nearly everyone as 81% of people report experiencing pain, with the most frequent types being joint, back, and muscle aches. Women report higher rates across most areas, primarily lower/upper back, hips, and abdomen.
Implication:
Brands should avoid “one-size fits all” messaging. Segment campaigns by demographic needs such as women-focused SKUs for hormonal or back pain, or products for older adults prioritizing relief through improved mobility, comfort, and sleep.
Insight 2: Prevention & Recovery Are Redefining the Category
Consumers, particularly younger cohorts, are shifting from short-term relief toward longevity, proactive wellness, and recovery ecosystems (stretching, mobility, VMS, tech-enabled recovery tools).
Implication:
Brands must position products within a lifestyle and wellness narrative, not just acute relief. Partnerships with gyms, recovery studios, or wearables (e.g., Garmin/Therabody) can integrate products into daily health routines.
Insight 3: Market Dynamics Are Shifting
Pain Relief is a $8.6B category with 2.1% $ growth that is concentrated in Club, Online, and Dollar outlets, while Drug and Mass channels decline. Amazon alone is nearing $1.1B sales in 2025.
Implication:
Brands must prioritize e-commerce strategy. Optimize PDPs, FSA/HSA messaging, and influencer driven digital campaigns (TikTok). Club and Dollar outlets should focus on value driven pack sizes to capture trade down shoppers.
Insight 4: Natural, Clean, & Ingredient-Focused Solutions Rising
34% of OTC pain users prefer natural ingredients and 39% use VMS to prevent pain. Consumers are increasingly avoiding products with “bad” ingredients and seek higher quality formulations.
Implication:
Future-proof innovation by highlighting clean labels and ingredient transparency. Brand equity can be strengthened by launching “free from” formulas, VMS based products, or dual function products such as pain relief with skin enhancing benefits.
Insight 5: Blurring Lines Between Pain Care & Broader Wellness
Consumers increasingly view pain management as part of overall health and self-care. 51% agree hydration is essential for pain relief, 42% connect mental health to physical pain, and 41% cite pain relief as critical for sleep improvement.
Implication:
Every brand can play in pain management. Brands in adjacent categories (hydration, beauty, personal care) can extend into pain relief, while traditional players risk losing relevance if they don’t integrate broader wellness benefits into their product and marketing strategies.
Please reach out to Heather Grantham at Heather.Grantham@mpgllc.com for more information about these categories!
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam lobortis leo sed blandit ullamcorper. Vestibulum aliquet orci sit amet orci eleifend sodales.