Cough, Cold, Flu and Allergy Remedies - UK - April 2014

INTRODUCTION
Definitions
Excluded
Methodology
Consumer research
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of UK retail value sales of cough, cold and flu relief, medicated confectionery and allergy remedies, 2008-18
Market factors
Companies, brands and innovation
Figure 2: New product launches in the decongestive, cough, cold and flu relief, medicated confectionery and allergy relief remedies market, by sub-category, 2009-13
Young adults most likely to be affected by cold and flu ailments
Nearly three quarters seek OTC remedies for cough/sore throat
Figure 3: Treatments sought for cough/sore throat, cold and flu, November 2013
A quarter of allergy sufferers view own-label as effective as branded
Figure 4: Attitudes and behaviours related to allergies, November 2013
Consumers focus on preventing themselves from becoming ill
Figure 5: Behaviours during cold/flu season, November 2013
What we think
ISSUES AND INSIGHTS
Cold/flu brands could further target Millennials
The facts
The implications
Hayfever sales reliant on weather
The facts
The implications
TREND APPLICATION
Trend: Transumers
Trend: Influentials
Mintel futures trend: Generation Next
MARKET DRIVERS
Key points
Rise in population of 25-34s will boost the market
Figure 6: Trends in the age structure of the UK population, 2008-18
One-person households offer opportunities for product innovations
Figure 7: UK households, by size, 2008-18
Rise in employment
Figure 8: Employment and unemployment, by gender, 2008-18
Colder winter in 2013
Figure 9: Mean annual temperatures and rainfall, winter (December-February), 2000-13
High pollen levels of 2013
Figure 10: Mean annual temperatures and rainfall, summer (June-August), 2000-13
Alcohol worsens hayfever symptoms
WHO’S INNOVATING?
Key points
Increase in product launch activity in 2013
Figure 11: New product launches in the decongestive, cough, cold and flu relief, medicated confectionery and allergy relief remedies market, by sub-category, 2009-13
Figure 12: Examples of new product launches in the cold/flu category (including medicated confectionery), 2013
Figure 13: Examples of new allergy products launched in 2013
Figure 14: Examples of powder- and liquid-based cold and flu remedies, 2013
Growth in own-label
Figure 15: New product launches in the decongestive, cough, cold and flu relief, medicated confectionery and allergy relief remedies market, brands vs own-label, 2012 and 2013
Launches dependent on the season
Figure 16: Index of product launches in the decongestive, cough, cold and flu relief (excluding medicated confectionery), and allergy relief remedies market, by season, by sub-category, spring/summer 2009-autumn/winter 2013/14
Product launch activity highly fragmented
Figure 17: Product launch activity in the decongestive, cough, cold and flu relief, medicated confectionery and allergy relief remedies market, by top 10 companies, 2009-13
Figure 18: Examples of products launched by Thornton & Ross, repackaged products, 2013
Increase in botanical/herbal claims on cold/flu remedies
Figure 19: Decongestive, cough, cold and flu relief and medicated confectionery product launches, by top five claims, 2009-13
Figure 20: Product launches with botanical/herbal claims, 2013-14
Figure 21: Examples of medicated confectionery products launched carrying low/no/reduced sugar claims, 2013
Rise in fragrance-free in allergy relief
Figure 22: Allergy relief product launches, by claims, 2009-13
MARKET SIZE AND FORECAST
Key points
Strong growth in last two years
Figure 23: Value sales of cough, cold and flu relief, medicated confectionery and allergy remedies, 2008-18
Slow and steady growth
Figure 24: Best- and worst-case forecast of UK retail value sales of cough, cold and flu relief, medicated confectionery and allergy remedies, 2008-18
Forecast methodology
SEGMENT PERFORMANCE
Key points
Allergy remedies see the biggest rise
Figure 25: Consumer spending in the cough, cold, flu and allergy remedies, by segment, 2012 and 2013
MARKET SHARE
Key points
Decongestants boosted by hayfever sufferers
Figure 26: Retail value sales of cold, flu and decongestant remedies, by brand, 2012 and 2013
Advertising campaigns drive sales of medicated confectionery brands
Figure 27: Retail value sales of medicated confectionery, by brand, 2012 and 2013
Small brands see greatest rise in cough liquids segment
Figure 28: Retail value sales of cough liquids, by brand, 2012 and 2013
Allergy remedy brands enjoy growth
Figure 29: Retail value sales of allergy remedies, by brand, 2012 and 2013
COMPANIES AND PRODUCTS
Alliance Boots
Figure 30: Alliance Boots financial performance, 2012 and 2013
GlaxoSmithKline
Figure 31: GlaxoSmithKline UK Limited financial performance, 2011 and 2012
Figure 32: Examples of new product launches by GlaxoSmithKline in the UK cough, cold, flu and allergy market, January 2013-February 2014
Johnson & Johnson
Figure 33: McNeil Healthcare (UK) Limited financial performance, 2011 and 2012
Figure 34: Examples of new product launches by McNeil Consumer Healthcare in the UK cough, cold, flu and allergy market, January 2013-February 2014
Procter & Gamble
Figure 35: Procter & Gamble (Health and Beauty Care) Ltd financial performance, 2011 and 2012
Figure 36: Examples of new product launches by Procter & Gamble in the UK cough, cold, flu and allergy market, January 2013-February 2014
Reckitt Benckiser
Figure 37: Reckitt Benckiser Healthcare (UK) Limited financial performance, 2011 and 2012
Figure 38: Examples of new product launches by Reckitt Benckiser in the UK cough, cold, flu and allergy market, January 2013-February 2014
BRAND COMMUNICATION AND PROMOTION
Key points
Adspend up in 2013
Figure 39: Main media advertising expenditure on cold, flu, decongestant remedies (including medicated confectionery) and allergy relief, 2009-13
Seasonal marketing matches product launch activity
Figure 40: Main media advertising expenditure on cold, flu, decongestant remedies (including medicated confectionery) and allergy relief, by season, spring/summer 2009-autumn/winter 2013/14
Reckitt Benckiser the biggest advertiser
Figure 41: Main media advertising expenditure on cold, flu, decongestant remedies (including medicated confectionery) and allergy relief, % by company, 2009-13
Lemsip accounts for a quarter of cold/flu advertising expenditure
Figure 42: Main media advertising expenditure on cold, flu and decongestant remedies, % by brand, 2013
Allergy relief adspend dominated by branded activity
Figure 43: Main media advertising expenditure on allergy relief remedies, % by brand, 2013
BRAND PERCEPTIONS AND SOCIAL MEDIA
 BRAND PERCEPTIONS
Key brand metrics
Figure 44: Key brand metrics, January 2014
Brand map
Figure 45: Attitudes towards and usage of brands in the cold, flu and allergy remedy sector, January 2014
Correspondence analysis
Brand attitudes
Figure 46: Attitudes, by cold, flu and allergy remedy brand, January 2014
Brand personality
Figure 47: Cold, flu and allergy remedy brand personality – Macro image, January 2014
Figure 48: Cold, flu and allergy remedy brand personality – Micro image, January 2014
Brand usage
Figure 49: Cold, flu and allergy remedy brand usage, January 2014
Brand experience
Figure 50: Cold, flu and allergy remedy brand experience, January 2014
 SOCIAL MEDIA AND ONLINE BUZZ
Social media metrics
Figure 51: Social media metrics of selected cold, flu and allergy remedy brands, January 2014
Online mentions
Figure 52: Online mentions of selected cold, flu and allergy remedy brands, March 2013-February 2014
Figure 53: Mentions around colds, flu and allergies, by week, March 2013-February 2014
Figure 54: Advertising spend of selected cold, flu and allergy remedy brands, March 2011-March 2014
Where discussion on brands is occurring
Figure 55: Media through which selected cold, flu and allergy remedy brands are discussed, March 2013-February 2014
Topics of discussion
Figure 56: Topics of discussion around cold, flu and allergy illness, March 2013-February 2014
Analysis by brand
Olbas
Figure 57: Topic cloud around mentions of Olbas, March 2013-February 2014
Sudafed
Figure 58: Topic cloud around mentions of Sudafed, March 2014-February 2014
Benadryl
Figure 59: Topic cloud of mentions around Benadryl, March 2013-February 2014
Covonia
Figure 60: Topic cloud around mentions of Covonia, March 2013-February 2014
Clarityn
CHANNELS TO MARKET
Key points
Grocery channel continues to lead
Figure 61: UK retail value sales of cough, cold and flu relief, medication confectionery and allergy remedies, by outlet type, 2012 and 2013
THE CONSUMER – AILMENTS SUFFERED
Key points
Young adults most likely to be affected by cold and flu ailments
Figure 62: Ailments suffered, November 2013
Households with children significantly more likely to suffer from flu
Figure 63: Ailments suffered, by presence of children in the house, November 2013
Hayfever dominates allergy problems
Figure 64: Ailments suffered, November 2013
Higher incidence of allergies among younger consumers
Pollution increases allergies amongst urbanites
Figure 65: Ailments suffered, by area of residence, November 2013
Opportunity to parcel cold/flu and allergy remedies together
Figure 66: Repertoire of ailments suffered, including cough, cold, flu, sore throat, and all non-food allergies, November 2013
THE CONSUMER – TREATMENTS SOUGHT
Key points
Nearly three quarters seek OTC remedies for cough/sore throat
Figure 67: Treatments sought for cough/sore throat, cold and flu, November 2013
Younger adults reliant on prescription remedies
Figure 68: Treatments sought for cough/sore throat, cold and flu, November 2013
Women reach for non-prescription pain medication
Figure 69: Use of ‘Non-prescription pain medication” for cough/sore throat, cold and flu, by gender, November 2013
Hayfever sufferers more likely to use oral OTC medicines
Figure 70: Treatments sought for indoor allergies and hayfever, November 2013
Figure 71: Examples of product packaging for allergy relief products that specify the different allergies they can protect users from, 2013
Encouraging increase in usage of nasal sprays
Figure 72: Treatments sought for indoor allergies and hayfever, November 2013
Figure 73: Examples of alternative-format allergy relief products, 2013
THE CONSUMER – BEHAVIOURS DURING COLD/FLU SEASON
Key points
Consumers focus on preventing themselves from becoming ill
Figure 74: Behaviours during cold/flu season, November 2013
Women more likely to prepare ahead of cold and flu
Figure 75: Behaviours during cold/flu season, by gender, November 2013
Men need a helping hand
Allergy sufferers keen users of antibacterial hand gel
Figure 76: Carriers of hand sanitiser during cold/flu season, by allergy suffered, November 2013
Families use hand gel to ward off germs
THE CONSUMER – ATTITUDES AND BEHAVIOURS RELATED TO ALLERGIES
Key points
A quarter of allergy sufferers view own-label as effective as branded
Figure 77: Attitudes and behaviours related to allergies, November 2013
Opportunity to encourage greater preparation for allergy season
Figure 78: Agreement with the statement “I keep track of pollen levels during pollen season^”, by age, November 2013
Skin allergies triggered by cosmetics
Figure 79: Agreement with the statements “I worry about the effect chemicals I use on my skin are having on my allergies” and “I am suffering more from allergies now than I was two to three years ago”, by ailment type, November 2014
THE CONSUMER – PURCHASE INFLUENCERS
Key points
Consumers influenced by personal experience
Figure 80: Important factors when shopping for non-prescription cough/cold/flu/allergy remedies, November 2013
Flu sufferers reach for fast-acting treatments
Figure 81: Important factors when shopping for non-prescription cough/cold/flu/allergy remedies, by ailments, November 2013
Younger adults seek on-the-go relief
Figure 82: Consumers influenced by “Easy to use on the go” claims when shopping for non-prescription cough/cold/flu/allergy remedies, by age, November 2013
Scope for more natural allergy relief products
Figure 83: Examples of products launched carrying low/no/reduced sugar claims, 2013
APPENDIX – WHO’S INNOVATING?
Figure 84: New product launches in the decongestive, cough, cold and flu market, by format type, 2009-13
Figure 85: New product launches in the allergy relief remedies market, by format type, 2009-13
Figure 86: New product launches in the decongestive, cough, cold and flu (excluding medicated confectionery) and allergy relief market, own-label vs branded, 2012/13
Figure 87: Index of product launches in the cough, cold and flu (excluding medicated confectionery) and allergy relief market, spring/summer 2009-autumn/winter 2013/14
Figure 88: Index of product launches in the cough, cold and flu (excluding medicated confectionery) and allergy relief market, spring/summer 2009-autumn/winter 2013/14 (continued)
APPENDIX – MARKET SIZE AND FORECAST
Figure 89: Value sales of cough liquids, 2008-18
Figure 90: Value sales of cold/flu remedies, 2008-18
Figure 91: Value sales of medicated confectionery, 2008-18
Figure 92: Value sales of allergy remedies, 2008-18
APPENDIX – BRAND COMMUNICATION AND PROMOTION
Figure 93: Main media advertising expenditure on cold, flu and decongestant remedies, by brand, 2013
Figure 94: Main media advertising expenditure on allergy relief remedies, by brand, 2013
APPENDIX – BRAND PERCEPTIONS AND SOCIAL MEDIA
Figure 95: Brand usage, January 2014
Figure 96: Brand commitment, January 2014
Figure 97: Brand diversity, January 2014
Figure 98: Brand satisfaction, January 2014
Figure 99: Brand recommendation, January 2014
Figure 100: Brand attitude, January 2014
Figure 101: Brand image – Macro image, January 2014
Figure 102: Brand image – Micro image, January 2014
Figure 103: Online mentions of selected cold, flu and allergy remedy brands, March 2013-February 2014
Figure 104: Mentions around cold, flu and allergy illnesses, March 2013-February 2014
Figure 105: Topics of discussion around cold, flu and allergy illnesses, March 2013-February 2014
APPENDIX – DEMOGRAPHIC OVERVIEW
Figure 106: Working status, demographic groups, November 2013
APPENDIX – THE CONSUMER – AILMENTS SUFFERED
Figure 107: Ailments suffered, November 2013
Figure 108: Ailments suffered – Cough/sore throat, by demographics, November 2013
Figure 109: Ailments suffered – Non-food allergy, by demographics, November 2013
Figure 110: Ailments suffered – Cough, by demographics, November 2013
Figure 111: Ailments suffered – Cold, by demographics, November 2013
Figure 112: Ailments suffered – Flu, by demographics, November 2013
Figure 113: Ailments suffered – Sore throat, by demographics, November 2013
Figure 114: Ailments suffered – Hayfever/pollen allergy, by demographics, November 2013
Figure 115: Repertoire of ailments suffered, November 2013
Figure 116: Ailments suffered, by repertoire of ailments suffered, November 2013
APPENDIX – THE CONSUMER – TREATMENTS SOUGHT
Figure 117: Treatments sought, November 2013
Figure 118: Most popular treatments sought for cough/sore throat, by demographics, November 2013
Figure 119: Next most popular treatments sought for cough/sore throat, by demographics, November 2013
Figure 120: Other treatments sought for cough/sore throat, by demographics, November 2013
Figure 121: Most popular treatments sought for cold, by demographics, November 2013
Figure 122: Next most popular treatments sought for cold, by demographics, November 2013
Figure 123: Other treatments sought for cold, by demographics, November 2013
Figure 124: Most popular treatments sought for flu, by demographics, November 2013
Figure 125: Next most popular treatments sought for flu, by demographics, November 2013
Figure 126: Other treatments sought for flu, by demographics, November 2013
Figure 127: Most popular treatments sought hayfever, by demographics, November 2013
Figure 128: Next most popular treatments sought hayfever, by demographics, November 2013
Figure 129: Other treatments sought hayfever, by demographics, November 2013
Figure 130: Most popular treatments sought for indoor allergies, by demographics, November 2013
Figure 131: Next most popular treatments sought for indoor allergies, by demographics, November 2013
Figure 132: Other treatments sought for indoor allergies, by demographics, November 2013
APPENDIX – THE CONSUMER – BEHAVIOURS DURING COLD/FLU SEASON
Figure 133: Behaviours during cold/flu season, November 2013
Figure 134: Most popular behaviours during cold/flu season, by demographics, November 2013
Figure 135: Next most popular behaviours during cold/flu season, by demographics, November 2013
Figure 136: Behaviours during cold/flu season, by ailments suffered – Non-food allergy, November 2013
APPENDIX – THE CONSUMER – ATTITUDES AND BEHAVIOURS RELATED TO ALLERGIES
Figure 137: Attitudes and behaviours related to allergies, November 2013
Figure 138: Most popular attitudes and behaviours related to allergies, by demographics, November 2013
Figure 139: Next most popular attitudes and behaviours related to allergies, by demographics, November 2013
APPENDIX – THE CONSUMER – PURCHASE INFLUENCERS
Figure 140: Important factors when shopping for non-prescription cough/cold/flu/allergy remedies, November 2013
Figure 141: Most important factors when shopping for non-prescription cough/cold/flu/allergy remedies, by demographics, November 2013
Figure 142: Next most important factors when shopping for non-prescription cough/cold/flu/allergy remedies, by demographics, November 2013
Figure 143: Other important factors when shopping for non-prescription cough/cold/flu/allergy remedies, by demographics, November 2013