Table of Contents
Executive Summary
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- The issues
- Cold/sinus and cough/throat remedies fail to match allergy remedy growth rate
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- Figure 1: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, by segment, 2010-20
- Rx remedies represent a sales threat
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- Figure 2: Use of prescription medication to treat any cough, cold, flu symptom or any allergy symptom, January 2016
- Only moderate interest in allergy patch; rubs not perceived as effective for colds
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- Figure 3: Perceptions of external allergy and cough, cold, and flu remedies, January 2016
- The opportunities
- Rx-to-OTC switches driving substantial growth in the market
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- Figure 4: First-year sales of Flonase (52-weeks ending Dec. 27, 2015) and Nasacort (52-weeks ending Dec. 28, 2014)
- Households with kids experience the most ailments
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- Figure 5: Ailments experienced, by presence of children in the household, January 2016
- Improve efficacy perceptions to increase usage of external OTC remedies
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- Figure 6: Perceptions and interest in external OTC remedies, by parental status, age and income, and ethnicity, January 2016
- What it means
The Market – What You Need to Know
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- Market growth driven by Rx-to-OTC switch and robust flu season
- Cold/sinus remedies lead market but allergy remedies growing faster
- Consumers turning to Rx medications offers OTC remedies competition
- High rate of adults suffering from cough, cold, flu or allergy ailments
Market Size and Forecast
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- Strong flu season and new products drive growth in 2015
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- Figure 7: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, at current prices, 2010-20
- Figure 8: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, at current prices, 2010-20
Market Breakdown
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- All segments experience growth, but allergy has greatest gains
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- Figure 9: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, by segment, 2010-20
- Cold/sinus remedies make up roughly half of the total market
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- Figure 10: Share of total US retail sales of cough, cold, flu, and allergy remedies, by segment, 2015
- Sales in natural channels continue to grow
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- Figure 11: Natural supermarket sales of cough, cold, flu, and allergy remedies, at current prices, rolling 52 weeks February 2014-February 2016
- Figure 12: Natural supermarket sales of cough, cold, flu, and allergy remedies, at current prices, rolling 52 weeks February 2014-February 2016
Market Perspective
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- Many consumers turn to Rx medications for relief
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- Figure 13: Use of prescription medication to treat illness, January 2016
Market Factors
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- High incidence of ailments indicates solid need for OTC remedies
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- Figure 14: Ailments experienced, January 2016
- Flu season severity and effectiveness of the flu vaccine boosts sales
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- Figure 15: Seasonal flu severity, 2010-15
- Presence of children a strong indicator for cough, cold, and flu ailments
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- Figure 16: Ailments experienced, by presence of children in the household, January 2016
Key Players – What You Need to Know
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- Top three companies maintain rank, despite slower sales
- Rx-to-OTC allergy remedy switches driving substantial growth
- Natural remedies for babies and children gaining sales
- Brands not associated with treating specific symptoms experience declines
- More allergy Rx-to-OTC introductions and multisymptom remedies point to the future
Manufacturer Sales of Cough, Cold, Flu, and Allergy Remedies
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- Leading manufacturers maintain grip on the market
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- Figure 17: Manufacturer sales of cough, cold, flu, and allergy remedies, rolling 52 weeks 2014 and 2015
- Private label sales grow, yet lose market share
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- Figure 18: Use of store brand remedies, July 2014-September 2015
What’s Working?
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- Allergy Rx-to-OTC switches continue to boost entire market
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- Figure 19: MULO sales of select allergy Rx-to-OTC brands, rolling 52 weeks 2014 and 2015
- P&G enters the allergy segment with Vicks QlearQuil
- Natural remedies for children experience growth
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- Figure 20: MULO sales of select Zarbee’s and Hyland’s products, rolling 52 weeks 2014 and 2015
What’s Struggling?
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- Despite strong category growth, some brands are struggling
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- Figure 21: MULO sales of Tylenol, 2014-15
What’s Next?
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- Rhinocort Rx-to-OTC switch poised for further grow
- Flonase children’s allergy remedy could further boost segment growth
- Demand for multisymptom products likely to increase
The Consumer – What You Need to Know
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- High likelihood of ailments and treatment with OTC medications
- Consumers take preventative measures before and after colds
- OTC medications routinely used to treat cold or flu, yet doctor still highly consulted
- Allergy sufferers most likely to take oral allergy medications
Cough, Cold, and Flu Ailments Experienced
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- Young women suffering from the most ailments; the flu is the exception
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- Figure 22: Cough, cold, and flu ailments experienced, by age and gender, January 2016
- Employed adults more apt to contract cold, cough, and flu ailments
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- Figure 23: Ailments experienced, by employment status, January 2016
- Hispanics most likely to contract cough, fever, flu
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- Figure 24: Ailments experienced, by Hispanic origin, January 2016
Format Usage of Cold, Cough, and Flu Treatments
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- Consumers are turning to OTC internal remedies for relief
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- Figure 25: Internal remedy treatments for cough, cold, and flu, by ailment, January 2016
- OTC external remedies used less often
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- Figure 26: External remedies for cough, cold, and flu, by ailment, January 2016
- Hispanic adults are more likely to use a variety of remedies
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- Figure 27: Treatment of cough, cold, and flu (any remedy), by Hispanic origin, January 2016
Behaviors in the Life Cycle of a Cold
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- Consumers are managing colds at all stages
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- Figure 28: Behavior through life cycle of cold, January 2016
- Women wash hands and disinfect home more than men
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- Figure 29: Select pre- and post-cold behaviors, by gender, January 2016
- Parents are attuned to cold prevention
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- Figure 30: Select behaviors during life cycle of a cold, by parental status, January 2016
Perceptions of Cold, Cough, and Flu Medications
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- Less than half of adults turn to OTC remedy before consulting a doctor
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- Figure 31: Perceptions of cough, cold, and flu medications, January 2016
- Parents have more positive perceptions of OTC remedies
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- Figure 32: Perceptions of single symptom, multiple symptom, and external remedies, by parental status, January 2016
Incidence and Treatment of Allergies
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- More than one third of adults experience seasonal allergies
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- Figure 33: Allergies experienced, by age and gender, January 2016
- OTC internal oral remedies used most to treat allergies
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- Figure 34: Treatment of allergies, by any symptom (net), January 2016
- Most formats used for multiple symptoms
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- Figure 35: Usage of allergy treatment formats, by symptoms, January 2016
Perceptions of Allergy Medications
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- Half of allergy sufferers only take allergy medications when needed
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- Figure 36: When allergy medications are taken, January 2016
- Brand name not a key driver for allergy sufferers
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- Figure 37: Purchasing of name brand and price perceptions, by age and parental status by gender, January 2016
- Parents of 6-11-year-olds express most interest in alternative formats
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- Figure 38: Interest in nasal spray that moistens and external patch, by presence of children in household, January 2016
- Just more than one quarter purchase one remedy for all symptoms
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- Figure 39: Type of allergy medication taken for treatment, January 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 40: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, at inflation-adjusted prices, 2010-20
- Figure 41: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, by segment, at current prices, 2010-20
- Figure 42: Total US retail sales of cough, cold, flu, and allergy remedies, by segment, at current prices, 2013 and 2015
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Appendix – Key Players
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- Figure 43: MULO sales of cold/sinus/allergy remedies, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 44: MULO sales of cough/throat remedies, by leading companies and brands, rolling 52 weeks 2014 and 2015
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