Kytta is a long-established topical pain-relief brand that is now owned and commercialized by P&G Health, following P&G’s €3.4 billion acquisition of Merck KGaA’s Consumer Health business in 2018. The transaction covered 44 countries, more than 900 products and approximately 3,300 employees. Kytta was one of the key brands transferred to P&G.
Today, Kytta’s portfolio in Germany includes Kytta Schmerzsalbe, Kytta Geruchsneutral and Kytta Wärmecreme with Capsaicin. The brand therefore has a particularly relevant position in comparing topical pain relief based on plant-based analgesia, warming therapy and the wider consumer preference for heat or cold relief.
A critical point is that Kytta does not currently operate a dedicated cold-therapy medicine equivalent to a menthol cooling product. Its current portfolio is centered on comfrey-root pain relief and a capsaicin-based warming cream. Therefore, cold therapy represents an important competitive and portfolio opportunity rather than an existing core Kytta product.
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Kytta and P&G: Company Position
P&G reported $84.3 billion in total net sales in fiscal 2025, with its Health Care segment generating $11.998 billion, up 2% from the previous year. Health Care represented approximately 14% of P&G’s total company sales.
P&G’s Health Care portfolio includes Oral-B, Vicks, Metamucil and other consumer-health brands alongside Kytta in Germany and Europe. P&G’s German operation employs approximately 10,000 people, while its German Innovation Center has around 1,400 researchers.
| P&G and Kytta indicator | Data |
|---|---|
| P&G FY2025 revenue | $84.3B |
| P&G Health Care FY2025 sales | $12.0B |
| Health Care share of P&G sales | 14% |
| P&G FY2025 Health Care growth | +2% |
| P&G Germany employees | 10,000 |
| P&G German Innovation Center researchers | 1,400 |
| Merck Consumer Health acquisition | €3.4B |
| Countries included in acquisition | 44 |
| Employees transferred to P&G | 3,300 |
| Products included | 900+ |
The company therefore has substantial distribution, retail, pharmacy and consumer-marketing capabilities that can support Kytta’s development.
What Kytta Is Selling Today
Kytta’s current German portfolio has three important positions.
Kytta Schmerzsalbe
Kytta Schmerzsalbe contains 350 mg/g of comfrey-root fluid extract.
It is approved for external treatment of pain and swelling associated with degenerative knee osteoarthritis, acute back muscle pain, and sprains, bruises and strains following sports or accident injuries.
Kytta describes the product around four benefits:
- Pain relief
- Anti-inflammatory action
- Reduction of swelling
- Support for recovery
The product is applied directly to the affected area.
Kytta Geruchsneutral
The odorless formulation also contains 350 mg/g comfrey-root fluid extract and targets back, muscle and knee-joint pain.
Its odorless positioning is commercially relevant because consumers may prefer a topical product that can be used during the working day without the smell associated with some traditional pain creams.
Kytta Wärmecreme
Kytta Wärmecreme takes a different approach.
Its active ingredient is Capsicum/capsaicin, and the product is indicated for muscle pain around the shoulder, neck and lumbar spine associated with soft-tissue rheumatism and tension.
This gives Kytta a direct position in heat-based topical therapy.
Kytta’s Historical Sales Show the Brand’s Commercial Strength
Current standalone Kytta revenue is not publicly disclosed by P&G, so it would be inaccurate to present a current Kytta sales figure as fact.
However, historical Merck data demonstrate the brand’s commercial importance.
In 2008, Kytta sales in Germany increased 77% to €14 million, following an advertising campaign. Merck reported that total German sales for its Consumer Health business increased 16% to €46 million, while the German category declined 2.5%.
In 2011, the Kytta brand generated €18 million in global sales, representing an 18% year-over-year increase.
These figures are historical and should not be confused with current P&G revenue.
| Historical Kytta sales indicator | Data |
|---|---|
| Kytta Germany sales, 2008 | €14M |
| Kytta Germany sales growth, 2008 | +77% |
| Merck Germany Consumer Health sales, 2008 | €46M |
| Kytta global sales, 2011 | €18M |
| Kytta global sales growth, 2011 | +18% |
The figures show that Kytta has previously demonstrated strong brand responsiveness to consumer marketing and product positioning.
Heat Therapy Versus Cold Therapy
Heat and cold are not interchangeable from a consumer or clinical positioning perspective.
Heat is generally associated with muscle tension, stiffness and relaxation, while cold is commonly associated with acute pain, swelling and post-exercise recovery.
Evidence also suggests that the distinction should not be oversimplified.
A systematic review and meta-analysis covering 32 randomized controlled trials and 1,098 participants found that both heat and cold reduced pain associated with delayed-onset muscle soreness. Cold applied within one hour after exercise reduced pain within 24 hours with an SMD of −0.57, while heat also showed significant effects both within and beyond 24 hours. The analysis found no statistically significant difference between heat and cold overall.
For low-back pain, a Cochrane review covering 9 trials and 1,117 participants found moderate evidence that heat wraps reduced pain and disability in short-duration back pain, although the benefit was relatively small and short term.
| Heat and cold evidence | Statistical finding |
|---|---|
| RCTs in DOMS meta-analysis | 32 |
| Participants | 1,098 |
| Cold therapy effect within 24 hours | SMD − 0.57 |
| Heat therapy effect within 24 hours | SMD −1.17 |
| Heat therapy effect after 24 hours | SMD −0.82 |
| Difference between heat and cold groups | Not statistically significant, P=0.16 |
| Low-back-pain studies reviewed | 9 |
| Low-back-pain participants | 1,117 |
These results suggest that companies should avoid positioning heat or cold as universally superior. The stronger commercial strategy is to connect therapy type with the consumer’s specific pain situation.
Where Kytta Has a Strong Heat Position
Kytta’s heat proposition is built around capsaicin.
The current Kytta Wärmecreme is intended for muscle pain involving the shoulders, cervical spine and lumbar spine, particularly in cases involving tension and soft-tissue rheumatism.
Capsaicin creates a warming sensation by acting on sensory pathways involved in pain perception.
A competing product, ABC Wärme-Creme from Beiersdorf, also uses capsaicin. Its formulation contains 0.75 mg capsaicin per gram of cream, is intended for localized treatment of spinal muscle pain and is applied three times daily, with treatment continuing for up to three weeks when necessary.
This means Kytta is competing in a very specific product territory where active ingredient, intensity of warming sensation, indication, application frequency and consumer experience all matter.
Competitors in Heat Therapy
The competitive landscape includes several established brands.
ABC Wärme-Creme
Beiersdorf’s ABC brand is one of the most relevant heat-therapy competitors in Germany.
The product contains 0.75 mg/g capsaicin, comes in a 50 g pack and is sold through pharmacies.
Historically, ABC has competed directly with Kytta in the warming category.
Finalgon
Finalgon from Boehringer Ingelheim is another established warming pain-relief brand.
Historical German pharmacy data cited by Apotheke Adhoc reported Finalgon sales of approximately €10 million based on pharmacy retail prices, with the company reporting around 50% share of the warming-cream segment at that time.
The same source identified Advel Thermobalsam, Capsagamma dolor, Dolobene Hot and Hot Thermo among competing warming products.
Thermacare
Thermacare provides a different competitive model because it focuses on heat wraps rather than topical cream.
This is strategically important for Kytta because consumers increasingly have choices between:
Cream → gel → patch → heat wrap → cold pack → cooling gel → spray
The competitive set therefore extends beyond traditional topical medicines.
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Competitors in Cold and Cooling Relief
Cold therapy creates a different competitive battlefield.
Biofreeze
Biofreeze from Reckitt is one of the strongest examples of a cooling topical pain-relief strategy.
The brand uses menthol and positions itself around cooling relief for sore muscles and joints, backache, arthritis, sprains, strains and bruises. Reckitt describes Biofreeze as the No. 1 clinician-recommended menthol topical pain-relief brand based on its cited U.S. clinician survey.
In 2025, Reckitt launched a Biofreeze Dry Stick containing 15% menthol, its highest menthol concentration within the Biofreeze portfolio, alongside a 4% lidocaine UltraFlex Patch.
This is an important competitive move because it demonstrates how cooling products are being differentiated through format, portability and convenience, not simply through the cooling sensation.
In a 2025 report of a marathon feasibility study, Reckitt said 70% of participating runners experienced meaningful pain relief within 10 seconds, with a reported 35% reduction in pain. The study involved recreational runners during the 2024 Chicago Marathon. These are brand-sponsored findings and should be interpreted accordingly.
The Topical Pain-Relief Category Is Highly Competitive
Historical German pharmacy data illustrate the scale of the category.
IMS Health data cited by Apotheke Adhoc indicated approximately 35 million packs of topical pain-relief products were sold annually through German pharmacies, with manufacturer sales of approximately €200 million at the time of the report.
Less than 4% of the category was prescription-only, illustrating how strongly the category has historically depended on self-pay OTC purchasing.
The same source identified major brands including Voltaren, Mobilat, Proff, Traumeel, Diclo-ratiopharm, Thermacare and DOC alongside warming products.
These figures are historical rather than current category estimates, but they demonstrate the scale and competitive intensity of the pharmacy channel.
Sales and Competitive Data
| Brand/company | Therapy approach | Key active/technology | Available sales or commercial data |
|---|---|---|---|
| Kytta | Plant-based topical + heat | Comfrey root / Capsaicin | €14M Germany in 2008; €18M global in 2011 |
| ABC | Heat | Capsaicin | Current standalone sales not publicly disclosed |
| Finalgon | Heat | Warming actives | ~€10M historical German pharmacy sales |
| Biofreeze | Cooling | Menthol | Current standalone sales not publicly disclosed |
| Voltaren | Topical analgesia | Diclofenac | Haleon reports Voltaren as a major global brand, but does not separately disclose current topical sales |
| P&G Health | Consumer health | Kytta and other brands | Kytta sales not separately disclosed |
| P&G overall | Consumer health and household categories | Multiple | $84.3B FY2025 sales |
| P&G Health Care | Health Care | Multiple | $12.0B FY2025 sales |
The absence of standalone sales figures for most brands is important. It is better to identify undisclosed than to use unreliable estimates.
What Buyers Are Actually Looking For
The actual buyer is not just someone experiencing pain.
There are several distinct buyer groups.
Adults with back and neck pain
Back pain is a major target for Kytta.
Kytta cites research indicating that up to 85% of Germans experience back pain at least once during their lifetime.
This creates a substantial potential consumer base for topical products targeting back and muscle pain.
These consumers generally want:
- Fast relief
- Easy application
- Low odor
- Non-greasy texture
- Convenient packaging
- A product suitable for work
- Clear instructions
- A trusted brand
Sports and active consumers
This group is particularly relevant for heat versus cold positioning.
Consumers involved in running, gym training, cycling, football and other sports may look for:
- Cooling after activity
- Relief from soreness
- Muscle relaxation
- Portable formats
- Fast application
- Non-messy products
The growth of Biofreeze’s sports positioning demonstrates how brands can connect topical pain relief with active lifestyles.
Older consumers with joint pain
This group is important for products targeting knee osteoarthritis and chronic musculoskeletal discomfort.
Kytta Schmerzsalbe is specifically indicated for pain and swelling associated with degenerative knee osteoarthritis.
These buyers may prioritize:
- Reliable pain relief
- Easy application
- Large pack sizes
- Repeat purchase availability
- Pharmacy advice
- Plant-based formulations
Pharmacists
Pharmacists are important influencers in OTC topical pain relief.
They need to differentiate between:
Acute injury → cold-oriented relief
Muscle tension/stiffness → heat-oriented relief
Inflammatory or joint pain → analgesic/anti-inflammatory topical options
This creates an opportunity for Kytta to provide clearer decision-support tools rather than relying only on brand awareness.
Where Are the Important Buyers?
Germany
Germany is clearly Kytta’s most important identified market.
The brand was founded in Germany more than 90 years ago, and the current portfolio is strongly established through German pharmacies and retailers.
Germany is also important because P&G has approximately 10,000 employees in the country and operates major research and production infrastructure.
Historical Kytta sales further demonstrate the strength of the German business, with €14 million sales in 2008 following a 77% increase.
Austria and Switzerland
Kytta is also commercially present in the DACH region.
In Switzerland, Kytta is registered with Swissmedic and is available through pharmacies and drugstores without prescription. Current Swiss formulations contain 350 mg/g comfrey-root extract, with 50 g, 100 g and 150 g pack sizes listed for Kytta Salbe.
Wider Europe
P&G’s consumer-health business acquired from Merck covered 44 countries, with the brands sold primarily across Europe, Latin America and Asia.
For Kytta specifically, however, publicly available evidence is much stronger for the German-speaking European markets than for global sales.
Therefore, Germany, Austria and Switzerland should be treated as the clearest markets to investigate before assuming that Kytta has equal commercial strength globally.
Kytta’s Patent and Exclusivity Position
Kytta is different from a conventional synthetic pharmaceutical.
Its main active ingredient is comfrey-root fluid extract, and the current product is classified in Germany as a plant-based medicinal product.
There is therefore no single high-value composition-of-matter patent cliff comparable to a blockbuster synthetic drug.
The strategic assets are instead:
- Brand recognition
- Regulatory status
- Product formulation
- Clinical evidence
- Consumer trust
- Pharmacy distribution
- Trademark protection
- Manufacturing capability
This makes brand lifecycle management more important than patent-expiry management.
What P&G Should Do Next
Build a clearer heat versus cold strategy
Kytta currently has a natural advantage in heat through its capsaicin product, but cold therapy is an important competitive space.
P&G should evaluate whether Kytta needs:
A cooling cream
A menthol gel
A cooling spray
A reusable cold pack
A heat and cold product family
The objective should not simply be to launch another product.
It should be to own the consumer decision:
“Do I need heat or cold for this pain?”
Segment consumers by pain situation
P&G could create a simple consumer decision framework.
Muscle tension and stiffness → Kytta heat
Acute sports injury → cooling option
Back pain → Kytta Schmerzsalbe
Knee osteoarthritis pain → Kytta Schmerzsalbe
Workplace use → Kytta Geruchsneutral
This could make the portfolio easier for consumers and pharmacists to navigate.
Compete on convenience
Biofreeze’s 2025 innovation shows how competitors are using portable formats to differentiate. Its Dry Stick contains 15% menthol and is designed for quick, mess-free application.
Kytta could evaluate:
- Roll-ons
- Sticks
- Patches
- Smaller travel formats
- Odorless heat products
- Easy-dose packaging
Strengthen pharmacy recommendation
The German topical pain category has historically been heavily OTC and self-pay, with around 35 million packs sold annually through pharmacies in the historical IMS data.
Pharmacists therefore remain an important route to purchase.
P&G should give pharmacy teams clearer tools to distinguish:
Heat vs cold vs analgesic topical treatment
rather than positioning Kytta only as another pain cream.
Invest in consumer education
The evidence indicates that heat and cold can both provide pain relief depending on the situation.
Therefore, the opportunity is to educate consumers about when to use which approach, while staying within the approved product claims.
This can create stronger brand authority than simply communicating “warming” or “cooling.”
What Towards Healthcare Research & Consulting Can Provide
For P&G Health and other OTC pharmaceutical leaders, the strategic requirement is not simply knowing that Kytta sells a pain cream.
Towards Healthcare Research & Consulting can provide:
Company intelligence
Company’s investments, portfolio strategy, product launches, manufacturing footprint and consumer-health priorities.
Brand intelligence
Kytta’s products, positioning, formulations, indications, pricing, distribution and product lifecycle.
Competitive intelligence
ABC, Finalgon, Biofreeze, Voltaren, Thermacare and other heat, cold and topical pain-relief products.
Sales intelligence
Available company, brand and product-level sales, historical growth and channel performance where publicly disclosed.
Buyer identification
Consumers, pharmacists, physicians, sports users, older adults, retailers, pharmacies and healthcare organizations influencing OTC purchases.
Consumer intelligence
What consumers want from heat and cold therapy, including speed, convenience, odor, application format, portability and perceived effectiveness.
Country intelligence
Which countries have stronger OTC pain-relief adoption, pharmacy infrastructure, consumer demand and opportunities for Kytta expansion.
Product opportunity intelligence
Whether P&G should prioritize heat creams, cooling gels, patches, sprays, sticks, combination products or new delivery formats.
Strategic consulting
Where companies should invest, which competitor strategies require a response, which buyer groups should be prioritized and how Kytta can strengthen its position.
The strategic picture is:
P&G’s $84.3B company revenue → $12.0B Health Care business → Kytta’s established German heritage → plant-based pain relief → capsaicin-based heat therapy → growing competition from cooling formats → Biofreeze innovation → ABC and Finalgon heat competition → consumer demand for convenient relief → opportunity to build a clearer heat versus cold product strategy.
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