Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A fluctuating market
- Natural/alternative remedies likely to surge
- Lozenges sell most, sidestepping restrictions
- Drug stores will continue to lead retail market
- Incidence of cold/flu, population factors, sales restrictions dictate sales
- Cadbury leads market, many other players face restrictions
- The people
Insights and Opportunities
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- The fear factor as competitive advantage
- The pitch
- The support
- Cough remedies as social cause
- The pitch
- The story
Fast Forward Trends
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- Premium and Cutthroat
- Science goes pop
Market Size and Forecast
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- Key points
- Seasonal severity drove fluctuating sales during 2002-07
- Bans, restrictions, legislation present future challenges
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- Figure 1: FDMx and c-store sales and forecast of cough and throat remedies, 2002-12
- Figure 2: FDMx and c-store sales and forecast of cough and throat remedies at 2007 inflation adjusted prices, 2002-12
Competitive Context
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- Homeopathic/natural alternatives to OTC medicines
- Cadbury’s Halls transcends restrictions, outsells all other OTCs
Segment Performance
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- Key points
- Drops outsell syrups and sore throat remedies
- Sales by segment
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- Figure 3: U.S. FDMx sales and forecast of cough and throat remedies at current prices, by segment, 2002-12
- Figure 4: U.S. FDMx sales of cough and throat remedies, by segment, 2005 and 2007
Segment Performance—Cough Drops
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- Key points
- Convenience, utility drive sales of cough drops
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- Figure 5: U.S. FDMx sales and forecast of cough drops, 2002-12
Segment Performance—Cough Syrup
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- Key point
- Syrups face the biggest hurdle
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- Figure 6: U.S. FDMx sales and forecast of cough syrup, 2002-12
Segment Performance—Sore Throat Liquid
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- Key points
- Spray anesthetic properties undercut by strip technology
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- Figure 7: U.S. FDMx sales and forecast of sore throat liquid, 2002-12
Retail Channels
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- Key points
- Drug stores remain preferred cough and throat remedy retailer
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- Figure 8: U.S. sales of cough and throat remedies, by retail channel, 2005 and 2007
Retail Channels—Drug Stores
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- Key points
- Pharmacies will play larger role in OTC sales
- Store brands represent opportunity for drug chains
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- Figure 9: U.S. sales of cough and throat remedies through drug stores, 2002-07
Retail Channels—Other Channels
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- Key points
- Other retailers face similar challenges
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- Figure 10: U.S. sales of and throat remedies at other* retail channels, 2002-07
Market Drivers
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- Incidence of cold and flu
- Key points
- Details
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- Figure 11: U.S. seasonal flu severity, 2002-07
- Women, children, and older populations impact market
- Key points
- Key demographics
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- Figure 12: Female population by age, 2003-13
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- Figure 13: Population by age, 2003-13
- Restrictions on children’s formulations hamper sales
- Key points
- Details
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- Figure 14: Usage of children’s cough and cold products, 2000-07
- Figure 15: Opinions on safety of children’s remedies, by parents of children <6 years, 2007
Leading Companies
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- Key points
- FDMx market dominated by Cadbury and Wyeth
- Smaller players
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- Figure 16: Sales of leading cough and cold remedy manufacturers, 2005 and 2007
Brand Share—Cough Drops
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- Key points
- Halls leads; other brands benefit from similar non-medicated positioning
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- Figure 17: FDMx brand sales of cough drops in the U.S., 2005 and 2007
Brand Share—Cough Syrup
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- Key points
- Syrup manufacturers face uphill battle in recalls and restrictions
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- Figure 18: FDMx brand sales of cough syrup in the U.S., 2005 and 2007
Brand Share—Sore Throat Liquid
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- Key points
- Recall, pending FDA decision negatively affect throat liquids
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- Figure 19: FDMx brand sales of sore throat liquid in the U.S., 2005 and 2007
Brand Qualities
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- Halls fends off lozenge competition with strong branding
- The battle to claim long-lasting cough relief
Innovation and Innovators
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- Cepacol unveils one-shot relief
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- Figure 20: Cepacol Dual Relief Spray television ad, 2008
- Mucinex targets parents with new melts in children’s flavors
- Reformulations
- Natural/homeopathic/drug-free
- Multi-symptom
- Children’s formulations
- Product claims
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- Figure 21: Number of cough and throat remedy product claims, by type, 2003-08
- Product launches by company
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- Figure 22: Number of cough and throat remedy product launches, by company, 2003-08
Advertising and Promotion
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- Overview
- TV ads—adult remedies
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- Figure 23: Cepacol Maximum Numbing lozenges television ad, 2008
- Figure 24: Chloraseptic liquid lozenges television ad, 2008
- TV ads—children’s remedies
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- Figure 25: Delsym Children’s cough suppressant television ad, 2008
- Figure 26: Mucinex Cough Mini-melts television ad, 2008
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- Figure 27: Nighttime Triaminic Thin Strips television ad, 2008
Usage
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- Cough syrup
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- Figure 28: Usage of cough syrup, by gender and age, May 2006-June 2007
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- Figure 29: Preferred types of cough syrup, by gender and age, May 2006-June 2007
- Sore throat products
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- Figure 30: Usage of sore throat products, by gender and age, May 2006-June 2007
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- Figure 31: Preferred kinds of sore throat products, by gender and age, May 2006-June 2007
- Children’s products
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- Figure 32: Usage of sore throat products, by gender and age, May 2006-June 2007
Attitudes and Motivations
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- Attitudes towards cough and throat remedy purchases
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- Figure 33: Attitudes towards cough and throat remedy purchases, by gender and age, March 2008
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- Figure 34: Attitudes towards cough and throat remedies, by gender and age, March 2008
- Source of cough and throat remedy purchases
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- Figure 35: Preferred purchase locations of cough and throat remedies, by gender and age, March 2008
- Interest in natural/organic cough and throat remedies
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- Figure 36: Usage of natural/organic cough and throat remedies, by gender and age, March 2008
- Forms of cough and throat remedies that would be considered
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- Figure 37: Preferred types of natural/organic cough and throat remedies, by gender and age, March 2008
Race and Ethnicity
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- Usage of cough/sore throat
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- Figure 38: Purchase incidence of, by race/ethnicity, December 2007
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- Figure 39: Preferred types of cough syrup, by race/ethnicity, May 2006-June 2007
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- Figure 40: Usage of sore throat products, by race/ethnicity, May 2006-June 2007
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- Figure 41: Preferred types of sore throat products, by race/ethnicity, May 2006-June 2007
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- Figure 42: Preferred kinds of sore throat products, by race/ethnicity, May 2006-June 2007
- Preferred delivery format for throat remedies
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- Figure 43: Preferred kinds of sore throat products, by race/ethnicity, March 2008
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- Figure 44: Usage of sore throat products, by race/ethnicity, May 2006-June 2007
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- Figure 45: Preferred types of children’s cough/cold products, by race/ethnicity, May 2006-June 2007
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- Figure 46: Forms of sore throat remedies that would be considered, March 2008
- Attitudes toward cough and throat remedies
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- Figure 47: Attitudes towards cough and throat remedy purchases, by race/ethnicity, March 2008
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- Figure 48: Attitudes towards cough and throat remedies, by race/ethnicity, March 2008
- Place of purchase
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- Figure 49: Preferred retail locations for purchases of cough and throat remedies, by race/ethnicity, March 2008
- Natural/organic preferences
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- Figure 50: Usage of natural/organic cough and throat remedies, by race/ethnicity, March 2008
Cluster Analysis—Open-minded, Multi-weaponeers; Diligent Droppers; and Unprepared Reactors
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- Introducing the groups
- Insights and actions
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- Figure 51: Cough or throat remedy user clusters, March 2008
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- Figure 52: Throat remedies purchased in the past six months, by user clusters, March 2008
- Figure 53: Purchasing behavior, by user clusters, March 2008
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- Figure 54: Attitudes towards the category, by user clusters, March 2008
- Figure 55: Purchase places for cough or throat remedies, by user clusters, March 2008
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- Figure 56: Usage of a natural or organic cough or throat remedy in the past 12 months, by user clusters, March 2008
- Figure 57: Cough or throat remedy user clusters, by gender, March 2008
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- Figure 58: Cough or throat remedy user clusters, by age, March 2008
- Figure 59: Cough or throat remedy user clusters, by income, March 2008
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- Figure 60: Cough or throat remedy user clusters, by race/ethnicity, March 2008
- Figure 61: Cough or throat remedy user clusters, by Hispanic origin, March 2008
- Methodology
Custom Consumer Groups
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- The impact of motherhood on cough and cold remedy use
- Product type
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- Figure 62: Kinds of sore throat products bought in past six months, by motherhood status, March 2008
- Attitudes to cough and throat remedies
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- Figure 63: Attitudes towards cough and throat remedy purchases, by motherhood status, March 2008
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- Figure 64: Attitudes towards cough and throat remedies, by motherhood status, March 2008
- Source of cough and throat remedies
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- Figure 65: Preferred retail locations for purchases of cough and throat remedies, by motherhood status, March 2008
- Forms of cough and throat remedies would consider using
Appendix: Other Useful Consumer Tables
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- Usage
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- Figure 66: Preferred types of sore throat products, by gender and age, May 2006-June 2007
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- Figure 67: Preferred kinds of sore throat products, by gender and age, March 2008
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- Figure 68: Preferred types of children’s cough/cold products, by gender and age, May 2006-June 2007
- Usage frequency
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- Figure 69: Usage frequency of cough syrup, by gender and age, May 2006-June 2007
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- Figure 70: Usage frequency of sore throat products, by gender and age, May 2006-June 2007
- Brands
- Popularity of brands
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- Figure 71: Preferred types of cough syrup, by gender and age, June 2007
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- Figure 72: Preferred types of sore throat products, by gender and age, June 2007
Appendix: Trade Associations
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