Muscle Relaxing Creams Market to Reach CAGR 7,6% by 2031 Top 10 Company Globally

Muscle relaxing creams topical formulations intended to relieve muscle spasm, soreness and tension through active rubefacients, counterirritants, NSAID gels, menthol/levomenthol formulations and botanical actives sit inside the broader topical pain-relief / muscle-rub category that serves both OTC consumers and targeted clinical/supportive care (sports medicine, physical therapy, postoperative rehabilitation). These products are used for short-term management of strains, sprains, delayed onset muscle soreness and chronic musculoskeletal complaints and are sold through pharmacies, mass-market retailers, e-commerce and medical supply channels. Compared with systemic oral therapies, topical muscle-relief creams emphasize localized action, lower systemic exposure and convenient, often on-the-go formats (tubes, roll-ons, sprays and patches).
The global muscle relaxing creams market in 2024 is modeled here at USD 2,511 million, with a forecast compound annual growth rate of 7.6% through 2031 reaching market size USD 4,199 million by 2031. With an average selling price of USD 12 per unit implies to totals 209,265,000 units sold globally in 2024. Cost of goods sold breakdown is raw materials (active pharmaceutical ingredients, menthol/capsaicin/NSAID/plant extracts), packaging (tubes/laminate/closures), manufacturing conversion (mixing, filling, sterilization/QA), and overhead. Factory gross margins in the sector in this report are targeted at 25% equals to factory profit is USD 3 per unit, with cost of goods is USD 8 per unit. A single line full machine capacity is around 1,000,000 unit per line per year. Downstream demand is concentrated in pharmachies followed by e commerce, suppermarket and physiotherapy clinics.
Latest Trends and Technological Developments
Recent months show three clear, actionable trends shaping the category. First, product differentiation through novel actives and longer-lasting delivery systems: manufacturers are launching formulations that aim for prolonged local drug residence (silicone-matrix patches and sustained-release gels) and combinational actives that blend menthol/capsaicin with low-dose topical NSAIDs or permeation enhancers to lengthen efficacy windows; trade and review coverage highlighting top product launches and recommendations appeared in consumer press in early 2025 (e.g., product roundups and testing published Jan 2025 and March 2025). Second, major consumer-health players continue to invest in the category via brand extensions, sports partnerships and targeted marketing brands such as Icy Hot have been active in event sponsorships and promotions across 2024 to 2025, supporting athlete/fitness channel visibility. Third, supply-chain and regional manufacturing moves (notably capacity and JV adjustments in China) are affecting availability and pricing in Asia large OTC players have announced capacity and JV changes during 2024 to 2025 as they consolidate local supply chains to capture faster growth in Asian markets. These news items and product tests/roundups give practical evidence of both R&D direction and marketing emphasis for 2024 to 2025.
CVS Health purchases private-label and branded topical muscle relaxing creams, such as those containing active ingredients like menthol, camphor, and lidocaine, from manufacturers like Pfizer (maker of Ben) and Johnson & Johnson (maker of Ben and Icy Hot). These purchases are made in bulk quantities for distribution to their thousands of retail locations. A typical large-scale procurement order can amount to several hundred thousand individual units annually, with a contract value often exceeding $500,000 USD to ensure consistent shelf stock for consumer demand driven by active lifestyles, occupational strains, and general musculoskeletal pain.

The product is used extensively by the Los Angeles Lakers basketball organization under the supervision of their team physicians and physical therapists. Following intense training sessions and games, players receive targeted applications of high-potency, prescription-strength muscle relaxing creams to alleviate delayed onset muscle soreness (DOMS) and treat minor muscle spasms. The organization allocates a significant budget for these specialized topical analgesics as part of their comprehensive recovery program, with an annual expenditure on such products amounting to over $25,000 USD for the team's supply of creams, gels, and patches.
Asia is a strategically important growth region due to an ageing population base in Northeast Asia, rising middle-class disposable income across South and East Asia, growing sports participation and expanding pharmacy and e-commerce distribution networks. Consumers in Asia show strong preference heterogeneity: in some markets (Japan, South Korea), clinically validated topical NSAID gels and medicated prescriptions carry high trust and command pharmacy channels, while in many Southeast Asian markets the mass-market menthol/essential-oil rub segment remains dominant because of longstanding cultural acceptance of topical rubs and price sensitivity. Regulatory regimes vary: some Asian markets treat certain topical NSAIDs or muscle-relaxant actives as prescription or pharmacist-only, while menthol/capsaicin options are often OTC; navigating local registration timelines and labeling requirements remains a commercial necessity. Local manufacturing and contract-packaging in China, India and Thailand are expanding, enabling faster time-to-market for regional SKUs and private-label opportunities. For overarching topical pain market context in 2024 to 2025, multiple research houses report the Asia-Pacific region as one of the faster-growing geographies for topical pain/muscle rubs due to these demographic, distribution and lifestyle drivers.
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Muscle Relaxing Creams by Type:
Heat Rub Creams

Cooling Menthol Gels

Botanical Bams

Roll on Sticks

Others

Muscle Relaxing Creams by Product Category:
Counterirritants

Warmning Sensates

Mineral Blends

Botanical Analgesics

Others

Muscle Relaxing Creams by Market Segment:
Sport Recovery

Back / Neck Strain

Others

Muscle Relaxing Creams by Form:
Lotion Form

Gel Form

Balm Form

Spray or Roll On Form

Others

Muscle Relaxing Creams by Material:
Menthol Based Formulations

Capsaicin and Herbal Extract Blends

NSAID Infused Creams

Synthetic Combination Base

Others

Muscle Relaxing Creams by Application:
Adults

Athletes

Seniors

Unisex

Others

Global Top 10 Key Companies in the Muscle Relaxing Creams Market
Kenvue

Hisamitsu Pharmaceutical Co

Novartis

Haw Par

Performance Health

Sombra

Penetrex

Haleon

Biofreeze

Yunnan Baiyao Group Co., Ltd

Regional Insights
Within ASEAN, Indonesia stands out because of its large population, rising urban middle class and rapid e-commerce adoption for healthcare products. Indonesias pharmacy and convenience channels combined with marketplace platforms provide a low-friction route to scale for competitively priced menthol and botanical muscle rubs and for localized SKUs of global brands. Thailand, Malaysia and the Philippines show similar momentum, though price sensitivity is high and brand trust remains a major purchase driver. Regulatory clarity and localized clinical claims (labelling in local language, local adverse-event reporting) are required for multinational entrants. Private-label contract manufacturing for supermarket and pharmacy chains is an expanding opportunity in ASEAN, supporting margin recovery for suppliers who can optimize COGS and packaging to local price points. Overall, ASEAN demand is a mix of OTC mass-market replenishment (largest) and a growing proportion of sports/high-performance and clinical procurement (smaller but rising).
The category faces multiple headwinds. Ingredient/regulatory complexity is nontrivial: topical NSAIDs and certain marketed muscle-relief actives are subject to differing regulatory classifications across markets, complicating global SKUs and claims. Cost inflation in raw materials and specialty packaging (tamper-evident tubes, active-stabilizing laminates) squeezes manufacturer margins unless scale efficiencies or price pass-throughs are achieved. Competition from low-cost generics and private-label store brands presses retail prices, especially in price-sensitive ASEAN markets. Clinical evidence expectations are rising pharmacists and clinicians increasingly prefer products supported by local or regionally relevant efficacy/safety data, which raises investment needs for trials or local real-world evidence. Finally, consumer expectations for clean label botanical products and for sustained-release formats force dual R&D tracks.
Successful strategies in the next 35 years include: prioritizing regional SKUs with localized labeling and pack sizes to match purchasing habits; securing regional contract-manufacturing agreements in APAC to reduce lead times and import tariffs; layering clinic and sports-team endorsements to build prescriber/therapeutic credibility; and investing in e-commerce and subscription channels to capture repeat purchase behavior. From an operations viewpoint, optimizing COGS through ingredient sourcing partnerships and flexible filling lines (that can handle multiple formats) helps preserve factory gross margin targets (the sector benchmark in this report is ~25%). For larger players, M&A or JV activity to gain faster entry in high-growth ASEAN markets is a pragmatic route to market-share gains.

Product Models
Muscle Relaxing Creams are external analgesic preparations formulated with active agents such as menthol, capsaicin, camphor, or herbal extracts to relieve muscle soreness, tension, and fatigue.
Heat rub creams generate a warming effect that relaxes muscles and stimulates circulation, ideal for stiff joints and chronic muscle pain relief. Notable products include:
Deep Heat Rub Mentholatum: A classic heat rub cream providing deep-penetrating warmth for muscle stiffness and back pain.
Tiger Balm Red Haw Par Corporation: Iconic warming balm using camphor and menthol for muscular aches and joint pain.
Icy Hot Heat Rub Sanofi: Combines mild heating agents with menthol to soothe sore muscles and arthritis pain.
Salonpas Pain Relieving Cream Hisamitsu Pharmaceutical: Delivers warming relief for sprains and muscle fatigue.
Moov Strong Heat Cream Reckitt Benckiser: Herbal-based heat rub effective for deep muscle relaxation.
Cooling gels soothe inflammation and swelling by creating a refreshing, menthol-based cooling sensation ideal for post-exercise recovery and acute injuries. Examples include:
Biofreeze Gel Performance Health: Professional-grade menthol gel widely used for sports injury relief.
Polar Frost Gel Polar Frost Ltd: Menthol and aloe-based gel offering fast cooling relief for inflammation.
Deep Freeze Gel Mentholatum: Rapid-cooling menthol gel for strains and sports sprains.
Cooling Muscle Gel The Body Shop: Aloe-enriched menthol gel delivering gentle, refreshing relief.
Vicks VapoRub Procter & Gamble: Provides menthol cooling effect, commonly used for mild muscle and back aches.
Botanical balms use plant-derived ingredients to provide natural relief with anti-inflammatory and soothing propertiessuitable for sensitive skin users. Notable products include:
Tiger Balm White Haw Par Corporation: Herbal balm with menthol and clove oil for muscle tension and headaches.
Badger Sore Muscle Rub Badger Balm: Certified organic balm infused with cayenne and ginger for gentle warmth.
Weleda Arnica Massage Balm Weleda AG: Arnica-based balm promoting blood flow and recovery after sports.
Dr. Bronners Arnica-Menthol Balm Dr. Bronners: Organic beeswax balm that soothes sore muscles naturally.
Mountain Rose Herbs Muscle Balm Mountain Rose Herbs: Crafted with organic essential oils for natural pain relief.
Roll-on sticks offer mess-free application with targeted relief, combining cooling or heating actives for convenient on-the-go muscle relaxation. Notable products include:
Biofreeze Roll-On Performance Health: Easy-to-apply menthol roll-on offering fast, cooling relief.
Deep Heat Roll-On Mentholatum: Compact applicator for warming relief on sore muscles and stiff joints.
Icy Hot Roll-On Sanofi: Dual-action roll-on stick providing convenient cooling-to-heating relief.
Tiger Balm Neck & Shoulder Rub Roll-On Haw Par Corporation: Portable herbal roll-on targeting neck tension.
Salonpas Roll-On Hisamitsu Pharmaceutical: Quick-dry menthol roll-on for sports-related muscle aches.
Volini Roll-On Sun Pharma: Handy roll-on for deep-penetrating muscle pain relief with mild heat.

Muscle relaxing creams remain an attractive mid-growth OTC segment with a 2024 base (modeled here at USD 2,511 million) and projected high-single digit CAGR to 2031. Growth is underpinned by demographic shifts, greater sports and active-lifestyle participation, expanding e-commerce and continued product innovation (longer-acting delivery, novel actives). Success in Asia and ASEAN will depend on regulatory navigation, cost optimization, regional manufacturing presence and channel-specific marketing. Suppliers who combine credible efficacy claims, competitive pricing and strong distribution especially those that can localize SKUs and shorten lead times through regional production are best positioned to capture the bulk of the projected growth.

Investor Analysis
What investors should watch: market size & growth (the sectors mid/high-single digit CAGR through 2031), margin structure product innovation (sustained-release/patches and premium botanicals), and regional expansion/asset investments (manufacturing/JVs in APAC). How investors can act: prioritize portfolio companies or suppliers with scalable regional manufacturing, strong frontline brands and proven e-commerce channel execution; consider minority stakes in regional contract packers or bolt-on acquisitions to accelerate local presence. Why it matters: the category blends stable, repeatable OTC consumption with pockets of high margin premiumization (specialized formulations and professional channels), offering predictable cash flows while allowing growth via geographic expansion and product innovation. Investors should place a premium on firms that control both brand and distribution or that secure long-term private-label contracts with leading ASEAN and Asian retailers.
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5 Reasons to Buy This Report
To access a consolidated view of the muscle relaxing creams market with a 2024 baseline valuation and growth assumptions to 2031.
To obtain regionally focused intelligence for Asia and ASEAN, including Indonesia, on channels, pricing and regulatory drivers.
To benchmark COGS composition, factory gross margin targets and production capacity considerations for contract negotiations or plant investments.
To understand current product/technology trends (sustained-release formats, botanical premiumization) and recent market news shaping strategy.
To get a prioritized list of strategic actions (manufacturing localization, e-commerce emphasis, brand endorsement) that accelerate market entry and margin improvement.
5 Key Questions Answered
What was the muscle relaxing creams market size in 2024 and what CAGR is assumed to 2031?
How does unit pricing translate into global unit sales and supply-side implications?
What is the typical COGS breakdown and factory gross margin profile for topical creams in this category?
Which product trends and headline news are shaping R&D and marketing priorities through 2025?
What commercial strategies and operational moves best position a manufacturer or brand to win in Asia and ASEAN markets?
Chapter Outline
Chapter 1: Introduces the report scope of the report, executive summary of different market segments (by region, product type, application, etc), including the market size of each market segment, future development potential, and so on. It offers a high-level view of the current state of the market and its likely evolution in the short to mid-term, and long term.
Chapter 2: key insights, key emerging trends, etc.
Chapter 3: Manufacturers competitive analysis, detailed analysis of the product manufacturers competitive landscape, price, sales and revenue market share, latest development plan, merger, and acquisition information, etc.
Chapter 4: Provides profiles of key players, introducing the basic situation of the main companies in the market in detail, including product sales, revenue, price, gross margin, product introduction, recent development, etc.
Chapter 5 & 6: Sales, revenue of the product in regional level and country level. It provides a quantitative analysis of the market size and development potential of each region and its main countries and introduces the market development, future development prospects, market space, and market size of each country in the world.
Chapter 7: Provides the analysis of various market segments by Type, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different market segments.
Chapter 8: Provides the analysis of various market segments by Application, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different downstream markets.
Chapter 9: Analysis of industrial chain, including the upstream and downstream of the industry.
Chapter 10: The main points and conclusions of the report.

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