UK OTC Analgesics, Cough, Cold and Flu Remedies Market Report 2023
£ 2,195 (Excl.Tax)
Report Summary
“The market has surpassed its pre-pandemic value as cases of cough, cold and flu have all risen to almost pre-COVID-19 levels. The categories are also less impacted by the income squeeze compared to others, as the infrequent purchase of products, alongside the premium consumers place on their health, means there is a willingness among those who can afford it to pay more for products that they are familiar with or that carry desirable claims. There are opportunities to extend a brand’s product offerings by tapping into the concept of winter wellness and innovating with natural ingredients to meet consumer purchase priorities.”
– Georgia Stafford, Research Analyst
This Report looks at the following areas:
- The market forecast for value sales of OTC analgesics and cough, cold and flu remedies amid the cost-of-living crisis.
- How the income squeeze will impact consumer behaviour and purchasing habits.
- The fastest-rising claims among in the OTC analgesics and cough, cold and flu remedies category.
- Experience of ailments and how consumers are treating them.
- The prioritisation of active ingredients over brand names and how brands can react.
- Attitudes towards remedy brands and how brands can better meet consumer interest in natural ingredients and education on remedies.
Table of Contents
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Overview
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- The five-year outlook for OTC analgesics and cough, cold and flu remedies
- Figure 1: Category outlook for OTC analgesics and cough, cold and flu remedies, 2023-27
- The market
- The short-term impact of the cost-of-living crisis on the analgesics category will be limited
- Figure 2: Market forecast for OTC analgesics, 2017-27
- A shift in attitudes will support growth in cough, cold and flu remedies
- Figure 3: Market forecast for cough, cold and flu remedies, 2017-27
- Despite growth, budget mindsets are having an impact
- Companies and brands
- Pain relief innovation dominates
- Figure 4: Launch activity in the pain relief and cough, cold and flu remedy category, by sub-category , 2020-23
- Specialised technologies prove value in analgesics
- Figure 5: UK retail value sales of OTC analgesics, by brand, year ending February 2023
- All-in-one cold and flu remedies perform well
- Figure 6: UK retail value sales of cold and flu remedies, by brand, year ending February 2023
- Consumers prioritise cost, but can be convinced to trade up in medicated confectionery
- Figure 7: UK retail value sales of medicated confectionery, by brand, year ending March 2023
- Natural ingredients help cough brands’ sales
- Figure 8: UK retail value sales of cough liquids, by brand, year ending March 2023
- The consumer
- Support back pain sufferers
- Figure 9: Types of pain suffered in the last 12 months, 2023
- Explore sleep-boosting ingredients in head pain relief
- Figure 10: Treatments used for different pain types in the last 12 months, 2023
- Tap into increased demand for combination tablets
- Figure 11: Types of oral pain relief used in the last 12 months, 2023
- Show the value of topical remedies amid the cost-of-living crisis
- Figure 12: Types of topical pain relief used in the last 12 months, 2023
- More innovative formats will drive remedy usage
- Figure 13: Types of cold/flu and cough/sore throat suffered in the last 12 months, 2023
- Advertise a remedy’s potential to deliver fast relief
- Figure 14: Treatments sought for a cold/flu and cough/sore throat in the last 12 months, 2023
- The prioritisation of ingredients helps out private-label sales
- Figure 15: Purchase priorities when choosing an oral OTC pain relief remedy, 2023
- Increase education to boost own-label sales
- Figure 16: Attitudes towards OTC pain relief and cold, cough and flu remedies, 2023
- The five-year outlook for OTC analgesics and cough, cold and flu remedies
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Issues and Insights
- Prove the value of brand name in a category with low-priced competitors
- Meet the consumer demand for sustainability
- Consider ways to better help women experiencing pain
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Market Size and Performance
- A return to pre-pandemic lifestyles boosts the market
- Figure 17: Market size for OTC analgesics and cough, cold and flu remedies, 2017-22
- While some consumers withstood the pressures of inflation…
- …others adopted budget mindsets
- A return to pre-pandemic lifestyles boosts the market
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Market Forecast
- Prove value to continue category growth
- Figure 18: Category outlook for OTC analgesics and cough, cold and flu remedies, 2023-27
- The short-term impact of cost-of-living crisis on the analgesics category will be limited…
- Figure 19: Market forecast OTC analgesics, 2017-27
- …but long term, growth will be difficult to achieve in the analgesics category
- Figure 20: Market forecast for OTC analgesics, 2022-27
- As immune health grows, appeal to an interest in naturals to help growth in the cough, cold and flu category
- Figure 21: Market forecast for OTC cough, cold and flu remedies, 2017-27
- Innovation and targeted marketing can secure growth in the cough, cold and flu category
- Figure 22: Market forecast for OTC cough, cold and flu remedies, 2022-27
- Learnings from the last income squeeze
- Figure 23: UK retail value sales of OTC analgesics and cough, cold and flu remedies, 2009-14
- Forecast methodology
- Prove value to continue category growth
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Market Segmentation
- Analgesic brands can target new audiences
- Figure 24: Retail value sales of OTC analgesics, by segment, 2021 and 2022
- Innovate in convenient cough liquid options
- Figure 25: Retail value sales of OTC cold, cough and flu remedies, by segment, 2021 and 2022
- Encourage students to stock up on cold/flu remedies
- Analgesic brands can target new audiences
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Channels to Market
- Better guide supermarket shoppers
- Figure 26: UK retail value sales of OTC analgesics and cough, cold and flu remedies, by channel, 2021 and 2022
- Compete with online-only retailers
- Highlight the expertise of in-store pharmacists at H&B retailers
- Better guide supermarket shoppers
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Market Drivers
- Inflation will continue to eat into consumer spending power over the course of 2023
- Consumer spending power will be curbed
- The cost of living’s impact on immunity
- Figure 27: Factors causing experience of stress or anxiety among men, 2022
-
- Figure 28: Factors causing experience of stress or anxiety among women, 2022
- Help consumers manage exercise-related pain
- Figure 29: Types of exercise done in the last 12 months, 2023
- COVID-19 diminishing gave way to cold and flu cases
- Medicine shortages impact purchase behaviours
- Flu vaccine uptake shows a preventative mindset
- Figure 30: Seasonal influenza vaccine uptake amongst GP patients in England, 2021/22 and 2022/23
- Cater to the changing age makeup of the population
- Figure 31: Trends in the age structure of the UK population, 2016-26
- Acknowledge the impact of endometriosis and PCOS
- A focus on wellbeing creates tech partnership opportunities
- Consider the value propositions of non-medicinal remedies
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Market Share
- Specialised technologies prove value in analgesics
- Figure 32: UK retail value sales of OTC analgesics, by brand, 2022 and 2023
- All-in-one cold and flu remedies perform well
- Figure 33: UK retail value sales of OTC cold and flu remedies, by brand, 2022 and 2023
- Consumers prioritise cost, but can be convinced to trade up in medicated confectionery
-
- Figure 34: UK retail value sales of OTC medicated confectionery, by brand, 2022 and 2023
- Natural ingredients help cough brands
- Figure 35: UK retail value sales of OTC cough liquids, by brand, 2022 and 2023
- Specialised technologies prove value in analgesics
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Launch Activity and Innovation
- Pain relief
- Repackaging can guide eco-conscious consumers
- Figure 36: Launch activity in the pain relief category, by launch type, 2020-23
- Figure 37: Example of a pain relief product launch with recycling instructions, 2022
- Topical innovation needs to cater to on-the-go consumers
- Figure 38: Launch activity in the pain relief category, by format type, 2020-23
- Figure 39: Examples of topical pain relief launches in easy-to-apply formats, 2022
- Explore natural ingredients to stand out
- Figure 40: Launch activity in the pain relief category, by ultimate company, 2022
- Figure 41: Example of topical pain relief launch with natural claims, 2022
- Innovate in sustainable claims in a category where they lag
- Figure 42: Launch activity in the pain relief category, by top 10 claims* (based on 2022), 2021 and 2022
- Cough, Cold and Flu Remedies
- Explore more natural options
-
- Figure 43: Launch activity in the decongestive, cough, cold and flu category, by launch type, 2020-23
- Figure 44: Examples of cough, cold and flu remedy launches with natural claims, 2022
- Support COVID-19 sufferers with medicated confectionery
- Figure 45: Launch activity in the decongestive, cough, cold and flu category, by format type, 2020-23
- Figure 46: Examples of lozenge launches, 2022
- Improve the convenience of botanical remedies
- Figure 47: Launch activity in the decongestive, cough, cold and flu category, by ultimate company, 2022
- Figure 48: Examples of A.Vogel launches, 2022
- Antibacterial claims still have potential
- Figure 49: Launch activity in the decongestive, cough, cold and flu remedy category, by top 10 claims* (based on 2022), 2021 and 2022
- Develop natural products for children
- Figure 50: Examples of remedy launches for children with natural claims, 2022
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Advertising and Marketing Activity
- Pain Relief Remedies
- Outdoor advertising can target stressed commuters
- Figure 51: Recorded above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by media type, 2020-22
- Haleon focuses on feeling
- Figure 52: Recorded above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by leading advertisers, 2022
- Cough, Cold and Flu Remedies
- Digital advertising is the best way to target young consumers
- Figure 53: Recorded above-the-line, online display and direct mail advertising expenditure on OTC cough, cold and flu remedies, by media type, 2020-22
- Promote brand authority
- Figure 54: Recorded above-the-line, online display and direct mail advertising expenditure on OTC cough, cold and flu remedies, by leading advertisers, 2022
- Nielsen Ad Intel coverage
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Brand Research
- Brand map
- Figure 55: Attitudes towards and usage of selected brands, 2023
- Key brand metrics
- Figure 56: Key metrics for selected brands, 2023
- Brand attitudes: Solpadeine cares about health/wellbeing
- Figure 57: Attitudes, by brand, 2023
- Brand personality: Lemsip ranks highly for accessibility
- Figure 58: Brand personality – macro image, 2023
- Nurofen is an expert brand
- Figure 59: Brand personality – micro image, 2023
- Brand analysis
- Benylin
- Lemsip
- Nurofen
- Solpadeine
- Brand map
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Experience of Pain
- Support back pain sufferers
- Figure 60: Types of pain experienced in the last 12 months, 2021-23
- Take a sensitive approach amid the income squeeze
- Figure 61: Head pain experienced in the last 12 months, by financial situation, 2023
- Acknowledge the gender pain gap
- Figure 62: Net types of pain experienced in the last 12 months, by gender, 2023
- Support back pain sufferers
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Pain Relief Used
- Explore sleep-boosting ingredients in head pain relief
- Figure 63: Types of treatment used for head pain in the last 12 months, 2021-23
- Target menstrual pain sufferers on social media
- Figure 64: Types of treatment used for menstrual pain in the last 12 months, 2023
- Blur self-care with pain relief
- Show the time pain takes away
- Promote the long-lasting power of topicals
- Figure 65: Types of treatment used for body pain in the last 12 months, 2021-23
- Help long-term pain sufferers
- Target gym-goers
- Explore sleep-boosting ingredients in head pain relief
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Pain Relief Formats Used
- Tap into increased demand for combination tablets
- Figure 66: Types of oral pain relief used in the last 12 months, 2021-23
- Show the value of topical remedies amid the cost-of-living crisis
- Figure 67: Types of topical pain relief used in the last 12 months, 2021-23
- Tap into increased demand for combination tablets
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Experience of Colds, Flu, Coughs and Sore Throat
- More innovative formats will drive remedy sales
- Figure 68: Types of cold/flu and cough/sore throat experienced in the last 12 months, 2019-23
- Preventative products will appeal to young consumers
- Figure 69: Types of cold/flu and cough/sore throat experienced in the last 12 months, by age, 2023
- More innovative formats will drive remedy sales
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Cold, Cough and Flu Remedies Used
- Advertise a remedy’s potential to deliver fast relief
- Figure 70: Types of treatments used for a cold/flu in the last 12 months, 2021-23
- Be an authority in the cough/sore throat space
- Figure 71: Types of treatment used for a cough/sore throat in the last 12 months, 2021-23
- Create on-the-go remedies inspired by home remedies
- Figure 72: Types of treatment used for a cough/sore throat in the last 12 months, by age, 2023
- Advertise a remedy’s potential to deliver fast relief
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Priorities when Choosing Oral Pain Relief
- The prioritisation of ingredients helps out private-label sales
- Figure 73: Purchase priorities when choosing an oral OTC pain relief remedy, 2023
- Look to more convenient formats
- Brand name isn’t important…
- Figure 74: Net purchase priorities when choosing an OTC pain relief remedy, 2023
- …so brands need to assert their expertise
- Boost the appeal of targeted pain relief claims
- Figure 75: Net of targeted pain relief claim as a purchase priority, by pain types experienced, 2023
- The prioritisation of ingredients helps out private-label sales
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Attitudes towards Pain Relief and Cough, Cold and Flu Remedies
- Increase education to boost own-label sales
- Figure 76: Attitudes towards OTC pain relief and cough, cold and flu remedies, 2023
- Take a scientific approach to prove brand expertise
- Innovate to meet consumer appetite for eco-friendly claims
- Extend brand expertise to the VMS category
- Seize the opportunity to innovate in nasal sprays
- Prove the value of electrical devices
- Clear up antibiotic myths
- Better guide young consumers
- Figure 77: Agreement with attitudes towards OTC pain relief and cough, cold and flu remedies, by age, 2023
- Increase education to boost own-label sales
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Market Size and Forecast
- Market forecast and prediction intervals
- Figure 78: Market size and forecast for OTC analgesics and cough, cold and flu remedies, 2017-27
- Figure 79: Market size and forecast for OTC analgesics, 2017-27
- Figure 80: Market size and forecast for OTC cough, cold and flu remedies, 2017-27
- Market drivers and assumptions
- Forecast methodology
- Market forecast and prediction intervals
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