Table of Contents
Executive Summary
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- The market
- Focus on health will drive growth in 2020
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- Figure 1: UK central forecast value sales of children’s OTC healthcare products (prepared on 23 September 2020), 2015-25
- Impact of COVID-19 on children’s OTC healthcare
- COVID-19 drives demand for OTC treatments
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- Figure 2: Short, medium and long-term impact of COVID-19 on children’s OTC healthcare products, 29 September 2020
- Companies and brands
- Leading brands continue to fare well
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- Figure 3: Retail value sales of children’s OTC healthcare products, by brand, year ending August 2020
- Leading brands focus on efficacy, newer brands bring a natural angle
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- Figure 4: New product launches in the children’s OTC healthcare market, by product segment, January 2017-August 2020
- The consumer
- COVID-19 drives decline in infectious ailments…
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- Figure 5: Infectious ailments suffered by children aged 0-12, July 2020
- …and non-infectious ailments
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- Figure 6: Non-infectious ailments suffered by children aged 0-12, July 2020
- Empower parents with education at home
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- Figure 7: Treatments sought, July 2020
- Parents want prevention, not just cure
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- Figure 8: Interest in children’s healthcare products, July 2020
- Quality trumps price when it comes to children’s health
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- Figure 9: Purchase drivers of children’s healthcare products, July 2020
- Build online services in response to COVID-19
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- Figure 10: Channels of purchase for children’s healthcare products, July 2020
- Physical stores remain a popular purchase location
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- Figure 11: Purchase of children’s healthcare products, July 2020
- OTC brands can offer holistic health solutions
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- Figure 12: Parents’ concerns towards their children’s health, July 2020
Issues and Insights
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- COVID-19 drives focus on immunity
- Offer a holistic approach to children’s health
The Market – Key Takeaways
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- COVID-19 drives focus on health in 2020
- Supermarkets become increasingly appealing
- Overall wellbeing is more important in 2020
Market Size and Forecast
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- Parents increase spend on children’s healthcare due to COVID-19
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- Figure 13: Short, medium and long-term impact of COVID-19 on children’s OTC healthcare products, 29 September 2020
- Focus on quality drives category value in 2019
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- Figure 14: UK retail value sales of children’s OTC healthcare products (prepared on 23 September 2020), 2015-25
- COVID-19 brings attention to immunity in 2020
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- Figure 15: UK central line forecast value sales of children’s OTC healthcare products (prepared on 23 September 2020), 2015-25
- Market drivers and assumptions
- Economic and other assumptions
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- Figure 16: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 28 July 2020)
- Continued investment in health despite the recession
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- Figure 17: Value sales of children’s OTC healthcare products, 2007-20
- Forecast methodology
Market Segmentation
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- Parents switch to branded analgesics, driving growth in 2019
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- Figure 18: UK retail value sales of children’s OTC healthcare products, by segment, 2018-20
- Parents turn to paediatric gastrointestinal remedies for convenience
- COVID-19 will impact some segments over others
- Savvy behaviours impact the nappy rash segment
Channels to Market
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- Chemists dominate, but supermarkets show strong growth
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- Figure 19: UK retail value sales of children’s OTC healthcare products, by outlet type, 2018-20
- Online benefits during COVID-19
Market Drivers
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- Shift in population dynamics impacts value growth
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- Figure 20: Trends in the age structure of the UK population, 2015-25
- Obesity is in the spotlight
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- Figure 21: Prevalence of obesity (including severe obesity) in children, by age, 2011/12-2018/19
- Heightened stress levels call for holistic solutions
- COVID-19 to drive demand for flu immunisation
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- Figure 22: Provisional end of year cumulative influenza vaccine uptake in children in school years reception to year 5 (ages 4-11), 2018/19 and 2019/20
- Immune health takes centre stage
Companies and Brands – Key Takeaways
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- COVID-19 presents marketing opportunities online
- Leading brands gain market share
- Wellness is a focus in NPD in 2019
Market Share
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- Calpol’s trusted status drives rise in value
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- Figure 23: Retail value sales of children’s OTC healthcare products, by brand, years ending August 2019 and August 2020
- Nurofen for Children benefits from NPD and advertising
- Analgesics brands make gains during COVID-19…
- …whilst head lice brands suffer
- Parents cut down on nappy rash products
Launch Activity and Innovation
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- Small brands highlight naturalness
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- Figure 24: New product launches in the children’s OTC healthcare market, by product segment, January 2017-August 2020
- Figure 25: Jack N’ Jill Teething Gel, 2019
- Brands focus on repackaging launches in 2019
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- Figure 26: New product launches in the children’s OTC healthcare market, by launch type, January 2017-August 2020
- Figure 27: Calpol Strawberry Flavoured Sugar-Free Paracetamol, 2019
- Niche brands tap into premium and fun
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- Figure 28: Examples of new product launches in the children’s OTC healthcare market, 2020
- J&J adds variety in pack sizes and flavours
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- Figure 29: New product launches in the children’s OTC healthcare market, by ultimate company, 2019
- Figure 30: Benylin Infant’s Cough Syrup Johnson & Johnson, 2019
- Church & Dwight builds Stérimar’s safety and efficacy positioning
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- Figure 31: Examples of Stérimar launches in the children’s OTC healthcare market, 2020
- Perrigo relaunch focuses on performance claims
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- Figure 32: Perrigo Becodefence Kids Allergy Defence Nasal Spray, 2019
- Own-label should innovate in the recession
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- Figure 33: New product launches in the children’s OTC healthcare market, branded vs own-label, January 2017-August 2020
- Figure 34: Tesco Cherry Flavour Children’s Paracetamol, 2019
- Attention directs to children’s products
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- Figure 35: Top 10 claims in the children’s OTC healthcare market, based on 2019, 2018 and 2019
- Ingredient claims remain prominent
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- Figure 36: Bronchostop Junior Dry & Chesty Cough Syrup, 2019
- OTC brands can tap into wellness
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- Figure 37: Examples of children’s OTC healthcare product launches featuring wellness claims, 2019
Advertising and Marketing Activity
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- TV remains the most popular advertising medium
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- Figure 38: Total above-the-line, online display and direct mail advertising expenditure on selected children’s OTC healthcare products, January 2017-August 2020
- Figure 39: Sudocrem ‘Soothing Families’ advertisement, 2019
- Engage with parents over media
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- Figure 40: Sudocrem Instagram post, 2020
- Nurofen for Children emphasises quality
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- Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure on selected UK children’s OTC healthcare products, by top ultimate companies, 2019
- Figure 42: Nurofen for Children campaign, 2019
- Figure 43: Bonjela Soothing Teething Gel campaign, 2019
- Calpol and Sudocrem support charities to promote caring image
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 44: Attitudes towards and usage of selected brands, September 2020
- Key brand metrics
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- Figure 45: Key metrics for selected brands, September 2020
- Brand attitudes: Parents are proud to be associated with Nurofen for Children
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- Figure 46: Attitudes, by brand, September 2020
- Brand personality: Hedrin is seen as ethical
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- Figure 47: Brand personality – macro image, September 2020
- Bepanthen is associated with naturalness
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- Figure 48: Brand personality – micro image, September 2020
- Brand analysis
- Calpol benefits from value-for-money perception
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- Figure 49: User profile of Calpol, September 2020
- Nurofen for Children is seen as effective
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- Figure 50: User profile of Nurofen for Children, September 2020
- Bepanthen could tap into natural perceptions more
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- Figure 51: User profile of Bepanthen, September 2020
- Hedrin has high recommendation ratings
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- Figure 52: User profile of Hedrin, September 2020
The Consumer – Key Takeaways
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- COVID-19 drives decline in ailments
- Focus shifts to prevention rather than cure
- Brands can look to offering holistic solutions
Impact of COVID-19 on Children’s Healthcare
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- Parents are still concerned over risk of COVID-19
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- Figure 53: Any worry about risk of exposure to COVID-19/the coronavirus, by parental status, 3-11 September 2020
- Hygiene becomes a focus for parents
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- Figure 54: Behaviour changes since the coronavirus/COVID-19 outbreak, 3-11 September 2020
- OTC brands can look to prevention rather than cure
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- Figure 55: Behaviours relating to usage of vitamins and supplements since the outbreak of COVID-19/coronavirus, by age of youngest child, 25 June-8 July 2020
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- Figure 56: Nasaleze Cold & Flu Blocker, 2020
- Align with healthy lifestyles
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- Figure 57: Changes in priorities since the outbreak of COVID-19, by parents of children aged 18 and under, 7-14 May 2020
- Natural remedies risk losing out
- Own-label brands will appeal to price-conscious parents
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- Figure 58: Change in financial situation since the start of the COVID-19 outbreak, by adults with children aged under 16 in household, 30 July-7 August 2020
Types of Ailments Suffered
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- Social distancing drives decline in ailments
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- Figure 59: Infectious ailments suffered by children aged 0-12, November 2017 and July 2020
- Stay-at-home orders lower experience of cuts/grazes
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- Figure 60: Non-infectious ailments suffered by children aged 0-12, November 2017 and July 2020
- Healthy eating impacts gastrointestinal ailments and headaches
- Blue light and stress trigger older children’s headaches
Treatments Sought
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- Reduction in infectious ailments impacts OTC usage
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- Figure 61: Treatments sought, November 2017 and July 2020
- NPD can drive usage of first aid products
- Support parents self-treating through digital solutions
Interest in Children’s Healthcare Products
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- Parents want a stress-free experience
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- Figure 62: Interest in children’s healthcare products, July 2020
- Immune health grows in focus
- NPD in flavours and formats can elevate the usage experience
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- Figure 63: Nytol Liquid Caramel Flavour Oral Solution, 2019
Purchase Drivers of Children’s Healthcare Products
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- Quality is essential for parents
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- Figure 64: Purchase drivers for children’s healthcare products, July 2020
- Flavour, format and added services tap into convenience demands
- Price is a lower factor, but will be important in 2020
- Appeal to parents’ safety concerns
- Scope to expand on eco and ethical claims
Retailers Used for Children’s Healthcare Products
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- Physical stores benefit from convenience
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- Figure 65: Channels of purchase for children’s healthcare products, July 2020
- COVID-19 impacts online shopping
- Supermarkets are the top choice
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- Figure 66: Retailers where children’s healthcare products are bought, July 2020
- Health and beauty retailers tap into wellness trends
- Little interest in discounters’ lower prices
Health Concerns Regarding Children
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- Screen time tops parents’ concerns
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- Figure 67: Parents’ concerns towards their children’s health, July 2020
- COVID-19 drives hygiene concerns
- Parents take a holistic approach to children’s health
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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