Reckitt Benckiser wants to give British parents more pain relief options for their teens and "tweens."
British “tweenagers” aged seven to 12 years old are the focus of Reckitt Benckiser’s two new Nurofen for Children line extensions in the UK.
Available in strawberry and orange flavors, RB said its new Nurofen for Children Double Strength (200mg/5ml liquid ibuprofen) analgesic was designed to help parents find a suitable pain relief option to manage their children’s “growing pains.”
RB's NUROFEN FOR CHILDREN DOUBLE STRENGTH
Finding a suitable product was a “priority for parents,” according to a recent OnePoll survey conducted by the firm, with over half (51%) reporting that “they want to feel assured their child has the correct dose of pain relief to last throughout the day.”
However, finding the right product was no easy task, RB found: “When it comes to managing their children’s physical pains, finding the a suitable pain relief option can be a real challenge for parents, with nearly a quarter (24%) saying their children find syrups too childish, while 40% of parents say their children struggle to swallow pain relief tablets.”
More than a third of parents (35%) said they had “resorted to disguising their child’s pain medicine to get them to take it,” the firm continued, for example “hiding it in peanut butter (53%) or dissolving it in orange juice (67%).”
“These survey findings are important to highlight the challenging times this age group and their parents can go through as their children transition to adulthood,” commented RB’s senior brand manager for Nurofen in the UK, Marcella Christophersen.
“It’s clear that finding a suitable product for pain relief is a priority for parents, so they can feel assured their child has the correct dose of medicine to last throughout the day,” she continued. “Yet they can often struggle with formulations available for this ‘in-between age group’.”
Adolescents Also Feel Pain
Finding that adolescents (12-15 years) also experienced certain types of everyday pains – including headache (66%), body pains (53%), braces pains (22%), post-sport aches (39%), and period pains (39%) – RB has also launched a product aimed at this older age group.
“For nearly one in five (18%), experiencing pain was cited as a worry,” RB reported. “This, combined with the fact that more than a third (36%) are away from their parents more than they have ever been before, means that special consideration may need to be placed on their pain relief options.”
Specifically designed for children from 12 years suffering from headaches and migraines relief, the firm said its new Nurofen Meltlets Orodispersible Tablets’ “convenient on-the-go format” meant that they could be taken without water “as soon as pain strikes.”