Table of Contents
Issues in the Market
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- Main report themes
- Definition
Insights and Opportunities
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- Building immunity
- If not for health, try vanity
- Macho men
Market in Brief
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- Sales warm up
- Decongestants unblock the market
- Loyal to the brand
- The future
Fast Forward Trends
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- Fast forward, an explanation
- Trend 1. Brand Experience
- What's it about?
- What we've seen
- Specifics
- Implications
- What’s next – the complete cure
- Trend 2. Home of the Senses
- What's it about?
- What we've seen
- Specifics
- Implications
- What’s next – how clean is your house?
Internal Market Environment
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- Key points
- The cold and flu facts
- No cure
- Market going cold?
- Flu has flown?
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- Figure 1: Selected minor ailments suffered from in the last 12 months, GB, 2003-07
- OTC going TTFN?
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- Figure 2: Action taken when suffering from flu with a slight temperature, 2004-07
- Snubbing sickness
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- Figure 3: Attitudes towards health, 2003-07
- Sales restrictions
Broader Market Environment
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- Key points
- Premium potential
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- Figure 4: Forecast adult population trends, by socio-economic group, 2003-13
- A greying population
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- Figure 5: Structure of the UK population, by gender and age, 2003-13
- Infancy of the infant market
- Blame it on the weather
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- Figure 6: Mean winter temperature, UK, 2003/04-2007/08
- When it rains, sales soar
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- Figure 7: Summer rainfall, UK, 2003-07
- Deseasonalising the decongestant
Competitive Context
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- Key points
- In context
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- Figure 8: Market value of OTC pharmaceuticals, 2003-07
- Preventative measures
- The flu jab
- Meeting targets
- Vitamins and minerals
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- Figure 9: Vitamin intake, 2003-07
- The science of supplements
- Alternative treatments
- Complementary medicines
- Analgesics
- Cough and throat remedies
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Up, up and away
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- Figure 10: Number of new product launches, 2003-07
- Powder or pills
- No time to stop
- Autumn/winter 2007
- Targeting specifics
- Decongestants move outside the box
- Preventative action
- Further afield for future trends
Market Value and Forecast
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- Key points
- Reaching fever pitch
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- Figure 11: UK retail sales of cold and flu remedies and decongestants, 2003-13
- Driving value through all-in-one…
- …but some dampening of growth by own-label
- The future lies in fast-acting products
- Forecast
- Factors used in forecast
Segment Performance
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- Key points
- Decongestants in the driving seat
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- Figure 12: UK retail sales of cold and flu remedies and decongestants, by sector, 2003-08
- Cold and flu remedies
- All-in-one relief for colds and flu
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- Figure 13: UK retail sales of cold and flu remedies, 2003-13
- The value of innovation
- Brands need remedy to own-label
- Format choices
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- Figure 14: UK retail sales of cold and flu remedies, by type, 2006-08
- Feeling hot, hot, hot
- Captivated by capsules
- Tablets teeter
- Liquids for little-uns
- Out in the cold
- Decongestants
- Decongestants tackle hayfever
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- Figure 15: UK retail sales of decongestants, 2003-13
- Format choices
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- Figure 16: UK retail sales of decongestants, by type, 2006-08
- A topical issue
Market Share
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- Key points
- Cold and flu remedies
- Lemsip leads the way
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- Figure 17: Manufacturers’ brand shares in cold and flu remedies, 2006 and 2008
- The own-label offering
- Decongestants
- Victory for Vicks
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- Figure 18: Manufacturers’ brand shares in decongestants, 2006 and 2008
Companies and Products
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- Key points
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- Figure 19: Brand map of the UK cold and flu market, 2008
- Reckitt Benckiser
- Lemsip
- Karvol
- Nurofen
- GlaxoSmithKline
- Beechams
- Night Nurse/Day Nurse
- Breathe Right
- Johnson & Johnson
- Benylin
- Sudafed
- Calpol
- Procter & Gamble
- Vicks
- Novartis
- Otrivin
- Thornton & Ross
- G R Lane Health Products
- Olbas
- Own-label manufacturers
Brand Elements
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- Brand Map
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- Figure 20: Attitudes and usage of cold and flu remedy brands, July 2008
- Lemsip
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 21: Attitudes towards the Lemsip brand, July 2008
- Night Nurse
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 22: Attitudes towards the Night Nurse brand, July 2008
- Vicks
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 23: Attitudes towards the Vicks brand, July 2008
- Sudafed
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 24: Attitudes towards the Sudafed brand, July 2008
- Olbas
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 25: Attitudes towards the Olbas brand, July 2008
- Brand Qualities of cold and flu remedy brands
- Lemsip most caring and safest, but Beechams has expertise
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- Figure 26: Personalities of various cold and flu remedy brands, July 2008
- Experience of cold and flu remedy brands
- Lemsip most popular, but Beechams and Vicks close behind
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- Figure 27: Consumer usage of various cold and flu remedy brands, July 2008
- Brand intentions for cold and flu remedy brands
- Johnson & Johnson snubbed, Lemsip again dominating into the future
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- Figure 28: Consideration of various makeup brands, July 2008
- Brand momentum for cold and flu remedy brands
- Lemsip leads cold comfort for the rest.
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- Figure 29: Momentum of various cold and flu remedy brands, July 2008
- Brand motivation for cold and flu remedy brands
- Lemsip leads for cold and flu, Vicks and Olbas joint for decongestant
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- Figure 30: Momentum of various cold and flu remedy brands, July 2008
- Brand satisfaction for cold and flu remedy brands
- Lemsip just beaten for positive endorsement, but Olbas most excellent
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- Figure 31: Satisfaction with various cold and flu remedy brands, July 2008
- Brand commitment to cold and flu remedy brands
- Lemsip is most preferred and recommended
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- Figure 32: Commitment to various cold and flu remedy brands, July 2008
- Round up
Brand Communication and Promotion
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- Key points
- Speculate to accumulate
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- Figure 33: Main monitored media advertising expenditure on OTC cold and flu remedies and decongestants, 2003-08
- The power of four
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- Figure 34: Main monitored media advertising expenditure on cold and flu remedies*, by advertiser, 2003-07
- Education vs emotion
- Below-the-line activity
Channels to Market
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- Key points
- Grocers match chemists
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- Figure 35: UK retail sales of cold and flu remedies and decongestants, by outlet type, 2006-08
- Megalomultiples
- Reaction and pro-action
The Consumer – Usage Frequency and Format
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- Key points
- Usage frequency
- Treating the sniffles
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- Figure 36: Usage of cold and flu remedies in the last 12 months, 2003-07
- Don’t stop moving
- Format
- Tablets top the table
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- Figure 37: Format of remedy used to treat cold and flu, February 2008
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- Figure 38: Format of remedy used to treat cold and flu, by demographic profile, February 2008
- The basic tablet
- Powders – an old favourite
- Lads like capsules
- Lozenges
- Vapour rub – a family choice
- Down in one
The Consumer – What Consumers Are Looking For
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- Key points
- Trust in brands
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- Figure 39: Key features looked for when buying cold/flu remedies, February 2008
- The need for speed
- A measure of strength
- All for one
- The format factor
- Under the influence?
The Consumer – Consumer Attitudes and Behaviour
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- Key points
- Failing to treat
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- Figure 40: Consumer attitudes and behaviour about treating colds and the flu, February 2008
- Taking immediate action
- General relief
- Prevention is better than a cure
- Seeking advice
The Consumer – Further Analysis
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- Key points
- Number of cold and flu remedies used
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- Figure 41: Number of types of cold and flu treatments used, February 2008
- One type
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- Figure 39: Features looked for when buying remedies amongst those who use one type of cold/flu treatment, February 2008
- Who are they?
- Next steps
- Two types
- Who are they?
- Next steps
- Three or more types
- Who are they?
- Next steps
- Consumer typologies
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- Figure 42: Consumer typologies, February 2008
- Takers (12% of sample)
- Who are the Takers?
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- Figure 43: Consumer typologies, by use of remedies, February 2008
- Marketing message
- The Medicated (17% of sample)
- Who are the Medicated?
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- Figure 44: Consumer typologies, by response to going to the GP for advice, February 2008
- Marketing message
- The Healthy Pre-emptors (19% of sample)
- Who are The Healthy Pre-emptors?
- Marketing message
- The Sufferers (52% of sample)
- Who are the Sufferers?
- Marketing message
Appendix
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- Advertising data
- Abbreviations
Appendix – Internal Market Environment
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- Figure 45: Market value of OTC pharmaceuticals, 2003-07
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Appendix – Brand communication – Detailed Breakdown
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- Figure 46: Main monitored media advertising expenditure on cold and flu remedies, by advertiser and brand, 2003-08*
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Appendix – The Consumer – Usage Frequency and Format
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- Figure 47: When used, frequency of using cold and flu remedies, by demographic sub-group, 2007
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- Figure 48: Usage of cold and flu remedies in the last 12 months, by action taken when suffering from flu with a slight temperature, 2007
- Format
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- Figure 49: Format of remedy used to treat cold and flu, by demographic sub groups, February 2008
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- Figure 50: Format of remedy used to treat cold and flu, by demographic sub groups, February 2008
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Appendix – The Consumer – What Consumers Are Looking For
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- Figure 51: Key features looked for when buying cold/flu remedies, by demographic sub groups, February 2008
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- Figure 52: Key features looked for when buying cold/flu remedies, by demographic sub group, February 2008
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Appendix –Consumer Attitudes and Behaviour
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- Figure 53: Consumer attitudes and behaviour towards treating colds and flu, by demographic sub group, February 2008
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- Figure 54: Consumer attitudes and behaviour towards treating cold and the flu, by demographic sub group, February 2008
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Appendix – The Consumer – Further Analysis
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- Number of cold and flu remedies used
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- Figure 55: Cold and flu treatments usage repertoire, February 2008
- Figure 56: Cold and flu treatments usage repertoire, by attitudes towards cold and flu remedies, February 2008
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- Figure 57: Cold and flu treatments usage repertoire, by features looked for in purchase, February 2008
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- Figure 58: Cold and flu treatments usage repertoire, by demographic sub-group, February 2008
- Consumer typologies
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- Figure 59: Repertoires, by consumer typologies, February 2008
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- Figure 60: Consumer typologies, by types of cold and flu treatments used, February 2008
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- Figure 61: Consumer typologies, by features looked for when buying remedies, February 2008
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- Figure 62: Consumer typologies, by demographic sub group, February 2008
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