Lion : to Release Excedrin LOX, a New Analgesic That Provides Quick Relief from Back and Shoulder Pain with a Single Tablet
January 09, 2015 at 12:10 am EST
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Objective of Introducing the New Product
A Lion consumer survey found that 85% of respondents experience frequent back, shoulder or other body pain. Specifically, 67.2% reported back pain; 66.9% reported shoulder or neck pain; and 61.9% reported muscle pain. Moreover, Lion found that respondents who complained of back, shoulder or neck pain outnumbered those who suffered from headaches. A notably large segment of body pain sufferers are 40 or older.
Reflecting the aging of Japan's population, the number of people ages 50 to 79 is expected to increase from 47 million as of 2014 to 49 million by 2025 (sources: 2014 estimates by Japan's Ministry of Internal Affairs and Communications and 2012 estimates by the National Institute of Population and Social Security Research). In addition, a greater number of middle-aged and older individuals are expected to be active in the workforce going forward due in part to government policy that will raise the mandatory retirement age from 60 to 65.
Although many of those who suffer from body pain use topical analgesic and anti-inflammatory medicines such as poultices and ointments, the majority of survey respondents were found to be dissatisfied with these products, particularly when using them away from home. Specifically, 69.4% complained about the products' distinctive, noticeable odors, while 68.5% were concerned about the appearance of products, which can sometimes be seen through clothing.
At the same time, those who expressed interest in orally administered painkillers prioritize products' pain relief effectiveness (62%) and speed (37%) as well as inflammation reduction (30%).
Now, in response to demand from consumers who do not want body pain to keep them from enjoying fulfilling working and private lives, Lion is releasing Excedrin LOX, a new product that provides quick pain relief with a single tablet.
Lion Corporation is a Japan-based company mainly engaged in the manufacture and sale of consumable goods and industrial products. The Company operates in three business segments. The General Consumable Goods segment purchases and manufactures consumable goods, as well as sells its products through agent stores. This segment also involves pet food trading and over-the-counter management business. The Industrial Goods segment trades industrial products and kitchen cleanser. The Overseas segment manufactures and sells general consumable goods and chemical materials in overseas markets. The Company is also engaged in the design, construction and maintenance of the Company's equipment and the transportation of its products, the real estate, agency and welfare businesses.
LION CORPORATION 
