BUFFERIN PREMIUM was launched in February 2014 to meet the needs of working women who want antipyretic analgesics that are fast acting and effective in treating headaches while being gentle on the stomach. The principal purchasers of this preparation are employed women in their 30s. The favorable growth in sales indicates that BUFFERIN PREMIUM has struck a chord with working women and responds to their needs.
Sales of BUFFERIN PREMIUM are holding strong and were approximately 1.5 times the planned level. After the introduction of this new Lion product, sales in the overall market for antipyretic analgesics, which had been virtually level with the previous year, expanded 4%*1. In addition, in the subcategory of highly functional antipyretic analgesics*2, sales grew a substantial 14%*3, indicating that the launching of BUFFERIN PREMIUM contributed to the revitalization of the market for these products.