Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
- Market context
- Economic and other assumptions
- COVID-19: US context
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Total US retail sales and forecast of cold, cough, flu and allergy remedies, at current prices, 2015-25
- Impact of COVID-19 on OTC cold, cough, flu and allergy remedies
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on OTC cold, cough, flu and allergy remedies, April 2021
- Opportunities and challenges
- Cash in on OTC allergy products
- Utilize technology to increase reach with consumers
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- Figure 3: Illness management methods for future illness seasons, February 2021
- Develop formulas specific to COVID-19 relief
- Build proactive purchases by supporting self-care
The Market – Key Takeaways
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- Illness prevention habits damage US retail sales of symptom relievers
- Allergy products sustain growth amidst declines
- Brands can prepare for the return of COVID-19 in future illness seasons
- New routines may alter future cold and flu seasons
Market Size and Forecast
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- Historic and projected sales performance of cold, cough, flu and allergy remedies
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- Figure 4: Total US retail sales and forecast of cold, cough, flu and allergy remedies, at current prices, 2015-25
- Impact of COVID-19 on cold, cough, flu and allergy remedies
- Learnings from the Great Recession
Segment Performance
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- Allergy segment maintains growth; illness remedies decrease in demand
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- Figure 5: Total US retail sales and forecast of cold, cough, flu and allergy remedies, by segment, at current prices, 2015-25
- Purchases from “other” retailers remained steadiest amidst pandemic
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- Figure 6: Total US retail sales of cold, cough, flu and allergy remedies, by channel, at current prices, 2015-20
Market Factors
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- Illness prevention strategies stunt market growth
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- Figure 7: COVID-19 behaviors – wearing a face mask in public, April 16, 2020-February 10, 2021
- Future of telehealth may be rooted in at-home health monitoring
- COVID-19 poses threat as a reoccurring, seasonal illness
- Modern work environments will limit the need for illness remedies
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- Figure 8: Future of work expectations, October 2020
Companies and Brands – Key Takeaways
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- Key players struggle across the board
- Natural brands adopt illness prevention through added ingredients
- Expect tech-enabled solutions to play a role in future illness seasons
- Self-care positioning helps brands connect with consumers
Market Share
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- Key players struggle to grow through pandemic prevention behaviors
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- Figure 9: Multi-outlet sales of managing common illness, by leading companies, rolling 52 weeks 2020 and 2021
- Cold, cough, flu category performance indicates need for brand extensions
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- Figure 10: Multi-outlet sales of cold/sinus remedies, by leading companies and brands, rolling 52 weeks 2020 and 2021
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- Figure 11: Multi-outlet sales of cold/throat remedies, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Allergy segment supports category growth; J&J leads the pack
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- Figure 12: Multi-outlet sales of allergy remedies, by leading companies and brands, rolling 52 weeks 2020 and 2021
Competitive Strategies
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- Retailers use education to promote prevention and illness management
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- Figure 13: Sleep health products at CVS Pharmacy, February 2021
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- Figure 14: CVS Pharmacy wellness Instagram story
- Mucinex supports consumer routines through stay-at-home campaign
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- Figure 15: Mucinex “Be a Hero” campaign, May 2020
- Natural brands lean on preventive strategies to maintain sales growth
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- Figure 16: Multi-outlet sales of cold and sinus remedies, Zicam and Zarbees Naturals, rolling 52 weeks 2020 and 2021
Market Opportunities
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- Cross-category brands home in on health through illness prevention
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- Figure 17: Vick’s immunity Zzzs formula, November 2020
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- Figure 18: Olipop marketing of the microbiome functions, March 2021
- Figure 19: Coway air purifier and water purifier benefits, January 2021
- Common illness remedies adopt a self-care positioning
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- Figure 20: Vicks vaposhower and vapobath products, March 2021
- Figure 21: Cabinet eucalyptus and mint aromatherapy spa tablets, January 2021
- The future of tech-enabled illness management
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- Figure 22: Fitbit clean cues watch face, April 2021
The Consumer – Key Takeaways
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- Consumer are experiencing lower incidence of common illness
- Adults still rely on OTC medication to manage common illness symptoms
- Self-quarantining and immunity support emerge as recovery approaches
- Adults are ready for a vaccinated population
- Worry about staying healthy is not inhibiting adults from resuming routines
- Illness prevention habits are here for the long term
Ailments Experienced
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- Common illness symptoms decrease as consumers adopt new habits
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- Figure 23: Ailments experienced in the past 12 months, February 2021
- Young women are key target for multi-purpose pain and illness remedies
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- Figure 24: Headache experienced in the past 12 months, by gender and age, February 2021
- Young Hispanic adults overindex for COVID-19 diagnoses
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- Figure 25: COVID-19 experienced in the past 12 months, by Hispanic origin and age, February 2021
Product Usage
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- Herbal tea supports natural segment; conventional remedies are top choice
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- Figure 26: Product usage, February 2021
- Parents are key target for natural and alternative remedies
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- Figure 27: Product usage of natural and alternative products, by age of children in the household, February 2021
Treatment Approach for Managing Common Illness
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- COVID-19 causes treatment uncertainty; quarantining gains adoption
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- Figure 28: Treatment approach for managing common ailments, February 2021
- Specific symptoms are manageable with turnkey OTC solutions
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- Figure 29: Treatment approach for managing common ailment symptoms, February 2021
Vaccination Incidence and Attitudes
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- Consumers are ready for the next normal
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- Figure 30: Vaccination incidence, February 2021
- COVID-19 vaccination attitudes vary by demographic
- Chronic conditions motivate older men
- Frontline and essential workers have lack of trust
- Healthy, young consumers are least likely to get vaccinated
- Rural consumers are impacted by accessibility
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- Figure 31: COVID-19 vaccination incidence, by gender and age, race and Hispanic origin and area, February 2021
- Unwanted illness drives the desire to get the COVID-19 vaccine
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- Figure 32: Motivations for the COVID-19 vaccine, February 2021
- 45+ are driven by health safety; young adults crave social interactions
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- Figure 33: Motivations for the COVID-19 vaccine, by age, February 2021
- Lack of familiarity hinders widespread vaccine adoption
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- Figure 34: Reasons for not getting the COVID-19 vaccine, February 2021
Attitudes toward Managing Common Illness
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- Adults are short-sighted when it comes to preventive illness strategies
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- Figure 35: Attitudes toward managing common illness, February 2021
- Older adults seek protection; young adults want to feel informed
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- Figure 36: Select attitudes toward managing common illness, by age, February 2021
- Parents of young kids embrace germs
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- Figure 37: Attitude toward coming into contact with some germs, by age of children in the household, February 2021
Illness Management Methods for Future Illness Seasons
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- Simple solutions will be used in future illness seasons
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- Figure 38: Illness management methods for future illness seasons, February 2021
- Young men drive interest in tech-based solutions for managing illness
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- Figure 39: Use of technology for managing illness in future illness seasons, by gender and age, February 2021
- Moms will support market for immune system support
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- Figure 40: Use of immune system support products for managing illness in future illness seasons, by gender and parental status, February 2021
Impact of COVID-19 on Managing Common Illness
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- COVID-19 places pressure on consumers to manage symptoms
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- Figure 41: Impact of COVID-19 on managing common illness, February 2021
- Young women feel the emotional burden of managing illness
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- Figure 42: Impact of COVID-19 on managing common illness, by gender and age, February 2021
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 43: Total US retail sales and forecast of cold, cough, flu and allergy remedies, at inflation-adjusted prices, 2015-25
- Figure 44: Average household spending on cold, cough, flu and allergy remedies, 2015-20
- Figure 45: Total US retail sales of cold, cough, flu and allergy remedies, by segment, at current prices, 2018 and 2020
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