Painkiller sales surge as competitive parents push limits at sports day
Sales of treatments for sprains and muscle injuries has surged as competitive parents are increasingly getting hurt taking part in school sports day races in the UK, it is claimed.
Injuries are soaring among ultra competitive parents as they feel the pain after battling to be first at the winning tape in their children's school sports day, according to a new report yesterday.
High Street stores are reporting a surge in sales of pain relief products as mums and dads sustain sprains and falls as they try to turn back the clock and show they are still winners on the athletics field.
The annual school sports day Parents' Race has soared in importance all over the UK, ever since Princess Diana was photographed taking part in bare feet in 1989.
Only last week superstar footballer David Beckham comfortably won the 100m dads' race at his son Cruz's school sports day in London.
But now far less fit parents are being warned of the danger of taking the sports events too seriously and doing themselves harm in the process
Countrywide supermarket chain The Co-operative Food reported that super competitive mums and dads, taking part in Parents' Races are helping to create a boom in sales of bandages and painkillers.
So desperate are they to win that many go too far, pulling muscles, falling over and injuring themselves, says the retailer.
Some parents now insist on taking part in what used to be a fun event wearing full sports gear, including shorts, vest and spiked running shoes.
Sales of painkillers, including analgesics, bandages, and plasters rocket by almost 50 per cent during the months of June and July when school sports days are at their peak, says The Co-operative. Torn muscles, sprained ankles, cuts and bruises are just some of the common ailments suffered.
Scott Shaw, The Co-operative Food medicine buyer said yesterday: "It's much more than just a race. Seeing just how competitive grown up mums and dads can be is quite an education.
"But pushing yourself too far can often result in a very painful lesson for parents. Everyone has a natural desire to prove to themselves that they are still strong and fit, despite sitting in front of a computer all day. Unfortunately, in many cases, while the spirit is willing the body is weak."