Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
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- Figure 1: Ailments experienced in past 12 months, December 2018
- The issues
- Sales growth stalls for OTC remedies
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- Figure 2: Total US sales and fan chart forecast of cough, cold, flu, and allergy remedies, at current prices, 2013-23
- Concern for unwanted side effects of OTC medications
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- Figure 3: Select attitudes toward recovery and remedies – Any agree/disagree (NET), December 2018
- Shifts in population challenge the market
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- Figure 4: Population aged 18 or older, by age, 2013-23
- The opportunities
- Natural remedies alleviate safety concerns
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- Figure 5: Attitudes toward natural remedies – Any agree/disagree (NET), December 2018
- Holistic health trends provide tailwind for natural/herbal remedies
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- Figure 6: Interest in natural and homeopathic product treatment – Any use or interest (net), December 2018
- The tendency to push on
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- Figure 7: Cluster groups based on attitudes toward recovery and remedies, December 2018
- What it means
The Market – What You Need to Know
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- After an accelerated growth period, sales stall
- Cold/sinus remedies dominate market share
- Natural approach to recovery/remedies widely embraced
- Age and lifestage drive engagement
- Strong growth of Hispanic population continues
Market Size and Forecast
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- Market stagnates in 2018
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- Figure 8: Total US sales and fan chart forecast of cough, cold, flu, and allergy remedies, at current prices, 2013-23
- Figure 9: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, at current prices, 2013-23
Market Breakdown
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- Cold/sinus remedies dominate market share
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- Figure 10: Share of total US retail sales of cough, cold, flu, and allergy remedies, by segment, 2018
- Figure 11: Total US retail sales of cough, cold, flu, and allergy remedies, by segment, at current prices, 2016 and 2018
- Other retailers overtake drug stores as leading retailer
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- Figure 12: Total US retail sales of cough, cold, flu, and allergy remedies, by channel, at current prices, 2016 and 2018
Market Perspective
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- Approach to recovery/remedies reflects broad reach of naturalness
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- Figure 13: Cluster groups based on attitudes toward recovery and remedies, December 2018
- Push on
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- Figure 14: Profile of Push on, by select demographics, December 2018
- Stay home
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- Figure 15: Profile of Stay home, by select demographics, December 2018
- Natural
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- Figure 16: Profile of Natural, by select demographics, December 2018
Market Factors
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- Population growth favorable to market; age impacts engagement
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- Figure 17: Population aged 18 or older, by age, 2013-23
- Family households important to market
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- Figure 18: Family and non-family households, 2013-18
- Hispanics offer opportunity for category growth
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- Figure 19: US Population, by Hispanic origin, 2013-23
- Figure 20: Attitudes toward recovery and remedies, by Hispanic origin, December 2018
Key Players – What You Need to Know
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- Private label leads sales of CCFA remedies
- Strategic marketing helps brands stand out in crowded market
- Market struggles: apathetic consumer, static product launch activity
- Moving toward naturalness, preventative health
Company and Brand Sales
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- Mucinex and Delsym face headwinds
- Zyrtec closing the gap on Claritin
- Private label pushes forward with success in cold/sinus remedies
- Sales of cough, cold, flu and allergy remedies by company
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- Figure 21: Multi-outlet sales of cough, cold, flu, and allergy remedies, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- Marketing efforts make a difference in “congested” market
- Theraflu delivers new products leveraging digital campaign
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- Figure 22: Multi-outlet sales of cold/sinus remedies for Theraflu, rolling 52 weeks 2017 and 2018
- Zicam promotes differentiated brand position
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- Figure 23: Become a zifan for Zicam campaign, November 2018
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- Figure 24: Multi-outlet sales of cold/sinus remedies for Zicam, rolling 52 weeks 2017 and 2018
What’s Struggling?
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- Flat performance reflects consumer apathy
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- Figure 25: Multi-outlet sales of cough, cold, flu, and allergy remedies, by leading companies, rolling 52 weeks 2017 and 2018
- Incremental decline in product launch activity mirrors sales performance
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- Figure 26: Cough, cold, flu, allergy product launches, by launch type, 2017-18
What’s Next?
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- Naturalness elevates health benefit of OTC remedies
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- Figure 27: Share of cough, cold, flu, allergy product launches, by top 3 leading claim categories, 2015-19
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- Figure 28: Share of cough, cold, flu, allergy product launches, by leading claims, 2015-19
- Taking a cue from food and personal care: free-from claims
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- Figure 29: Cough, cold, flu, allergy free-from product launches, by launch type, 2017-18
- Preventative care plays to quest for holistic health
The Consumer – What You Need to Know
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- Prevalence of cough, cold, flu, and allergies is common
- OTC remedies provide go-to solution for treatment
- Liquid, tablets, and hot beverages are preferred formats
- Adults take multi-pronged approach to treating ailments
- OTC meds have unwanted side effects, fuel interest in natural remedies
- Majority of adults skip the flu shot
Ailments Experienced
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- Most adults combat cold, cough, flu, allergy or related ailments
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- Figure 30: Ailments experienced in past 12 months, December 2018
- Age influences likelihood of ailments experienced
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- Figure 31: Ailments experienced in past 12 months, by age, December 2018
- Families are prime sufferers of cough, cold, and flu ailments
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- Figure 32: Ailments experienced in past 12 months, by parental status and household size, December 2018
- The majority of adults experience 3+ ailments
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- Figure 33: Repertoire of ailments experienced in past 12 months, December 2018
Trial and Interest in Product Treatment
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- OTC remedies are the go-to solution in treatment
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- Figure 34: Trial and interest in product treatment, December 2018
- Younger adults drive interest in herbal and homeopathic options
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- Figure 35: Any use or interest (net) in natural/herbal and homeopathic remedies, by age, December 2018
Product Formats
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- Liquid, tablets, and hot beverages are go-to product formats
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- Figure 36: Product format preference, December 2018
- Men turn to liquids to get the job done
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- Figure 37: Select product format preference, by gender, December 2018
- Hispanics rely on topical and natural formats
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- Figure 38: Select product format preference, by Hispanic origin, December 2018
Attitudes toward Medication
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- Majority of sufferers take medication; some can’t take time to rest
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- Figure 39: Attitudes toward medication, December 2018
- Under-45s more likely to cover up symptoms with medication
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- Figure 40: Attitudes toward medication, by age and parental status, December 2018
- Attitudes toward medication vary by ailment
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- Figure 41: Crosstab of attitudes toward medications by ailments experienced in past 12 months, December 2018
Attitudes toward Recovery and Remedies
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- Preference for rest and natural/home remedies
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- Figure 42: Attitudes toward recovery and remedies, December 2018
- 18-44s and parents turn to natural remedies
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- Figure 43: Select attitudes toward recovery and remedies, by age and parental status, December 2018
- Natural and home remedies preferred among Hispanics
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- Figure 44: Attitudes toward recovery and remedies, by Hispanic origin, December 2018
Attitudes and Deterrents toward Flu Shots
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- Two in five adults get a flu shot every year
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- Figure 45: Attitudes toward flu shots, December 2018
- Older adults more likely to get annual flu shot
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- Figure 46: Attitudes toward flu shots, by age, December 2018
- Doctor’s office most popular location for flu shots
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- Figure 47: Flu shot location, December 2018
- Seniors get their shots at doctor’s office
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- Figure 48: Flu shot location, by age, December 2018
- Unwanted side effects and ineffectiveness deter flu shot use
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- Figure 49: Deterrents for flu shot, December 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 50: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, at inflation-adjusted prices, 2013-23
- Figure 51: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, by segment, at current prices, 2013-23
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Appendix – Key Players
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- Figure 52: Multi-outlet sales of cold/sinus remedies, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 53: Multi-outlet sales of allergy remedies, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 54: Multi-outlet sales of cough/throat remedies, by leading companies and brands, rolling 52 weeks 2017 and 2018
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