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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- Infant cold/cough remedy recalls/warnings challenge the market
- Manufacturers seek to ease compliance
- Analgesics are the top segment
- Drug stores maintain reputation as premier healthcare retailer
- Market driven by population factors, incidence, but hampered by safety and efficacy questions
- Incidence
- Obesity a contributing factor in childhood ailments
- Child population growth fuels need for OTC pediatric medicine, yet usage hampered by safety and efficacy concerns
- Johnson & Johnson/McNeil lead with broad and acute symptom care
- Usage and preferences
- Attitudes and concerns towards the OTC pediatric market
- Researching
- Side effects, dosing and other concerns
- Alternative treatments
- Race/Hispanic origin
Insights and Opportunities
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- Making remedies “cool for kids”
- Recall offers opportunity for nasal products and chest rubs
- Remedies touting homeopathic elements also poised to move in
- Vitamin-enhancement
- Sports drinks as remedies
Fast Forward Trends
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- Trend 1: Infantilization
- The perpetual child within us all
- Baby them
- Nostalgia
- Taste/Flavor
- Trend 2: Rise of the Screenager
- A generation most comfortable in front of a screen
- Health screens
- The new neighborhood
Market Size and Forecast
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- Key points
- Lack of health insurance prompts more self-diagnosis/care
- Pediatricians advise against OTC remedies
- Manufacturers offer remedies that ease administration to boost sales
- Sales and forecast of OTC pediatrics
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- Figure 1: Total U.S. FDMx sales and forecast of OTC pediatrics at current prices, 2003-13
- Figure 2: Total U.S. FDMx sales and forecast of OTC pediatrics at inflation adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
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- Pediatric remedies face competition from both adult-strength and natural remedies as professional opinion sours
- Johnson & Johnson’s brand triple threat
- Ease of administration a top selling point
- Vitamin makers’ cartoon competition
Segment Performance
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- Key points
- Four segments comprise majority of sales
- Sales and forecast of OTC pediatric remedies, by segment
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- Figure 3: U.S. FDMx sales and forecast of OTC pediatric remedies at current prices, by segment, 2003-13
- Figure 4: U.S. FDMx sales of OTC Pediatrics, by segment, 2007 and 2008
Segment Performance—Internal Analgesics
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- Key points
- Growth decelerates, but analgesics increase sales despite market slide
- Sales and forecast of pediatric internal analgesics
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- Figure 5: U.S. FDMx sales and forecast of pediatric internal analgesics, 2003-13
Segment Performance—Cold/Allergy/Sinus Remedies
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- Key points
- Cold medicines bear the brunt of bad publicity
- Allergies in children increasing
- Sales and forecast of pediatric cold/allergy/sinus remedies
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- Figure 6: U.S. FDMx sales and forecast of pediatric cold/allergy/sinus remedies, 2003-13
Segment Performance—Baby Formula/Electrolytes
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- Key points
- Baby formula/electrolytes useful for a number of ailments
- Sales and forecast of pediatric baby formula/electrolytes
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- Figure 7: U.S. FDMx sales and forecast of baby formula/electrolytes, 2003-13
Segment Performance—Vitamins
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- Key points
- Filling in dietary holes
- Vitamin segment will benefit from vitamin D push
- Sales and forecast of pediatric vitamins
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- Figure 8: U.S. FDMx sales and forecast of pediatric vitamins, 2003-13
Segment Performance—Nasal Products
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- Key point
- Nasal products could step in for some cold remedies
- Sales and forecast of pediatric nasal products
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- Figure 9: U.S. FDMx sales and forecast of pediatric nasal products, 2003-13
Segment Performance—GI Remedies
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- Key point
- Surge in childhood obesity may lead to OTC sales
- Sales and forecast of pediatric GI remedies
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- Figure 10: U.S. FDMx sales and forecast of pediatric GI remedies, 2003-13
Segment Performance—Cough Remedies
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- Key points
- Cough remedies face same scrutiny as cold medicines, with fewer usage possibilities
- Sales and forecast of pediatric cough remedies
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- Figure 11: U.S. FDMx sales and forecast of pediatric cough remedies, 2003-13
Segment Performance—Miscellaneous Health Remedies
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- Key point
- Chest rubs bring in virtually all sales to the segment
- Sales and forecast of miscellaneous pediatric health remedies
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- Figure 12: U.S. FDMx sales and forecast of miscellaneous pediatric health remedies, 2003-13
Retail Channels
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- Key points
- Drug stores still the go-to OTC destination
- Other FDMx channels
- Sales of OTC pediatrics, by retail channel
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- Figure 13: U.S. FDMx sales of OTC pediatrics, by retail channel, 2006 and 2008
Retail Channels—Drug Stores
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- Key points
- Drug chains come together over pediatric cough/cold recall impact
- Walgreens works to make pediatric remedies palatable
- Drug store sales of OTC pediatrics
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- Figure 14: U.S. sales of OTC pediatrics at drug stores, 2003-08
Retail Channels—Other FDMx outlets
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- Key points
- Other channels attempt to compete with pharmacies of their own
- Other FDMx channel sales of OTC pediatrics
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- Figure 15: U.S. sales of OTC pediatrics at other FDMx channels, 2003-08
- Some healthcare sales shift to mass stores
Market Drivers
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- Key points
- Incidence of pediatric ailments
- Influenza
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- Figure 16: Seasonal influenza severity in the U.S., 2003-07
- Rhinitis/hay fever
- Gastrointestinal ailments
- Fattening of U.S. children contributes to/exacerbates pediatric ailments
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- Figure 17: Childhood overweight rates in the U.S., 1971-74, 1976-80, 1988-94, 1999-02
- Growing number of children means more need for OTC pediatric medicine
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- Figure 18: Population by children’s age, 2003-13
- Usage decline dampens sales
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- Figure 19: Usage of children’s cough/cold and fever/pain relieving products, trended 2003-07
Leading Companies
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- Key points
- J&J most comprehensive company in the market
- Bayer’s leading position based on vitamins only
- Other companies decline
- Sales of leading OTC pediatric companies
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- Figure 20: FDMx Sales of leading OTC pediatric companies, 2007 and 2008
Brand Share—Internal Analgesics
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- Key points
- Tylenol and Motrin dominate
- Wyeth loses ground
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- Figure 21: FDMx brand sales of pediatric internal analgesics in the U.S., 2007 and 2008
Brand Share—Cold/Allergy/Sinus Remedies
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- Key point
- Tylenol suffers least
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- Figure 22: FDMx brand sales of pediatric cold/allergy/sinus remedies in the U.S., 2007 and 2008
Brand Share—Baby Formula/Electrolytes
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- Key points
- Pedialyte offers range of flavors and packaging
- Private label gains on national brands
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- Figure 23: FDMx brand sales of baby formula/electrolytes in the U.S., 2007 and 2008
Brand Share—Vitamins
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- Key point
- Cartoon licensing is big business for vitamin brands
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- Figure 24: FDMx brand sales of pediatric vitamins in the U.S., 2007 and 2008
Brand Share—Nasal Products
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- Key points
- Prestige bases nasal care on “less is more”
- J&J’s PediaCare Gentle Vapors loses steam
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- Figure 25: FDMx brand sales of pediatric nasal products in the U.S., 2007 and 2008
Brand Share—Gastrointestinal Remedies
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- Key points
- Most leading brands suffer losses
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- Figure 26: FDMx brand sales of pediatric gastrointestinal remedies in the U.S., 2007 and 2008
Brand Share—Cough Remedies
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- Key points
- Cough syrup brands in free-fall
- Drops could help decelerate declines
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- Figure 27: FDMx brand sales of pediatric cough remedies in the U.S., 2007 and 2008
Brand Share—Miscellaneous Health Products
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- Key points
- Chest rub brands comprise almost all segment sales
- Vicks BabyRub far outweighs other brands
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- Figure 28: FDMx brand sales of pediatric miscellaneous health products in the U.S., 2007 and 2008
Brand Qualities
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- Tylenol and Motrin positioned as most comprehensive pediatric remedies
- Private label baby formula outpaces brand names
- Flintstones corners the cartoon vitamin segment
- Nasal spray brands positioned to capitalize on pediatric cold remedy ban
Innovation and Innovators
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- Focus on compliance through taste
- Medication on the go
- Well-being products on the rise
Advertising and Promotion
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- Two major themes—helping parents and addressing symptoms
- Adspend
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- Figure 29: Advertising expenditures for leading OTC remedy brands, 2007
- A look at selected suppliers’ television ad clips
- Johnson & Johnson/McNeil
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- Figure 30: Children’s Tylenol television ad, 2008
- Figure 31: Children’s Motrin television ad, 2008
- Bayer
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- Figure 32: Flintstones Gummies Vitamins television ad, 2007
- Northwest Natural Products
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- Figure 33: L’il Critters Vitamins television ad, 2007
- Schering-Plough
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- Figure 34: Children’s Claritin television ad, 2007
- Reckitt Benckiser
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- Figure 35: Children’s Delsym Cough Syrup television ad, 2007
- Adams Respiratory
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- Figure 36: Children’s Mucinex television ad, 2007
OTC Pediatric Usage
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- Key points
- Parents appear to trust cough/cold and fever/pain remedies less
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- Figure 37: Usage of children’s cough/cold and fever/pain relieving products, trended 2003-07
- Children’s Tylenol is the overwhelming favorite
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- Figure 38: Brands of children’s cough/cold medicine used, by household income, February 2007-March 2008
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- Figure 39: Brands of children’s fever/pain relievers used, by household income, February 2007-March 2008
Purchase and Preferences
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- Key points
- Current OTC pediatric remedy purchases reflect the most common ailments
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- Figure 40: OTC children’s medicine purchased in past 12 months, by age, July-August, 2008
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- Figure 41: OTC children’s medicine purchased in past 12 months, by household income, July-August, 2008
- Taste is a major concern in remedies for kids
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- Figure 42: Children and adult-specific medicine usage, by age, July-August 2008
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- Figure 43: Children and adult-specific medicine usage, by household income, July-August 2008
Children’s OTC Medicine Forms
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- Key points
- Liquid cough/cold and fever/pain relievers most used over all other forms
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- Figure 44: Form of children’s cough/cold and fever/pain relieving products used, February 2007-March 2008
- Preferred medicine forms
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- Figure 45: Preferred delivery system of children’s medicine, by age, July-August 2008
- Chewables/dissolvables also viewed as easy to administer
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- Figure 46: Ease of administration of various children’s medicine forms, by age, July-August 2008
Effectiveness of OTC Pediatrics
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- Key point
- Cold remedies face diminishing parental confidence
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- Figure 47: Effectiveness of OTC children’s medications, July-August 2008
Importance Attributes
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- Key points
- Ease of compliance tops parents’ importance list
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- Figure 48: Important attributes when purchasing children’s medicine, by gender and age, July-August 2008
Researching Children’s Medicine
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- Key points
- Preferred sources of recommendation for selecting children’s medicine
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- Figure 49: Children’s medicine research and recommendations, by gender and age, August 2008
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- Figure 50: Children’s medicine research and recommendations, by household income, July-August 2008
The Role of Alternative Treatments
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- Key point
- Parents show real interest in homeopathic/herbal remedies
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- Figure 51: Use of homeopathic or herbal remedies, by key demographics, July-August 2008
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- Figure 52: Attitudes towards homeopathic/herbal remedies, by gender, July-August 2008
Side Effect Concerns
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- Key point
- Side effects are a major concern
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- Figure 53: Side effect concerns about children’s medicine, by gender and age, July-August 2008
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- Figure 54: Side effect concerns about children’s medicine, by region, July-August 2008
Dosing Concerns
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- Key point
- Fear of dosing errors appears high
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- Figure 55: Dosing concerns, by gender and age, July-August 2008
Health and Safety Concerns
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- Key points
- Remedy safety top concern among parents
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- Figure 56: Health and safety concerns, by gender and age, July-August 2008
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- Figure 57: Health and safety concerns, by region, July-August 2008
Race and Ethnicity
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- Key points
- Brands of children’s medicine used among ethnicities
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- Figure 58: Brands of children’s cough/cold medicine used, by race/Hispanic origin, February 2007-March 2008
- Current OTC pediatric remedy purchases among ethnicities
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- Figure 59: OTC children’s medicine purchased in past 12 months, by race/Hispanic origin, July-August, 2008
- Preferred medicine forms
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- Figure 60: Preferred delivery system of children’s medicine, by race/Hispanic origin, July-August 2008
- Importance attributes
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- Figure 61: Important attributes when purchasing children’s medicine, by race/Hispanic origin, July-August 2008
- Researching children’s medicine
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- Figure 62: Children’s medicine research and recommendations, by race/Hispanic origin, July-August 2008
- Concerns with children’s medicine
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- Figure 63: Concerns about children’s medicine, by race/Hispanic origin, July-August 2008
Cluster Analysis—Flavor Favorers, Peer Reliers, and Neutral Nellys
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- Flavor Favorers
- Peer Reliers
- Neutral Nellys
- Cluster characteristics
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- Figure 64: Clusters, August 2008
- Figure 65: OTC children’s medicine purchased in past 12 months, by cluster, July-August, 2008
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- Figure 66: Effectiveness of OTC children’s medications, by cluster, July-August 2008
- Figure 67: Importance attributes when purchasing children’s medicine, by cluster, July-August 2008
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- Figure 68: Children’s medicine research and recommendations, by cluster, July-August 2008
- Figure 69: Preferred delivery system of children’s medicine, by cluster, July-August 2008
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- Figure 70: Concerns about children’s medicine, by cluster, July-August 2008
- Figure 71: Side effect concerns about children’s medicine, by cluster, July-August 2008
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- Figure 72: Ease of administration of various children’s medicine forms, by cluster, July-August 2008
- Cluster demographics
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- Figure 73: OTC pediatric clusters by gender, July-August, 2008
- Figure 74: OTC pediatric clusters by age, July-August, 2008
- Figure 75: OTC pediatric clusters by HH income, July-August, 2008
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- Figure 76: OTC pediatric clusters by race/Hispanic origin, July-August, 2008
- Methodology
Custom Consumer Groups—Impact of Multiple Children on Product Usage and Attitudes
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- Key points
- Presence of multiple children means more usage
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- Figure 77: Usage of children’s cough/cold and fever/pain relieving products, by number of children in the HH, February 2007-March 2008
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- Figure 78: OTC children’s medicine purchased in past 12 months, by number of children in the HH, July-August, 2008
- Liquids preferred by multi-children households
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- Figure 79: Preferred delivery system of children’s medicine, by number of children in the HH, July-August 2008
- Chewable tablets preference increases with number of children present
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- Figure 80: Ease of administration of various children’s medicine forms, by number of children in the HH, July-August 2008
- Researching children’s medicine
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- Figure 81: Children’s medicine research and recommendations, by number of children in the HH, August 2008
IRI/Builders Panel Analysis
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- Multi-vitamins
- Buying rate vs. household penetration
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- Figure 82: Pediatric multivitamin buying rate analysis, 2007
- Brand leaders by penetration
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- Figure 83: Key purchase measures for the top pediatric multivitamin brands, by household penetration, 2007
- Cold/allergy/sinus liquid/powder
- Overview
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- Figure 84: Pediatric cold/allergy/sinus buying rate analysis, 2007
- Brand leaders by penetration
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- Figure 85: Key purchase measures for the top pediatric cough/allergy/sinus brands, by household penetration, 2007
- Internal analgesic liquids
- Overview
- Buying rate vs. household penetration
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- Figure 86: Pediatric cold/allergy/sinus buying rate analysis, 2007
- Brand leaders by penetration
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- Figure 87: Key purchase measures for the top pediatric internal analgesics brands by household penetration, 2007
Appendix: Other Useful Consumer Tables
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- Current OTC pediatric remedy purchases
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- Figure 88: OTC children’s medicine purchased in past 12 months, by gender, July-August, 2008
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- Figure 89: OTC children’s medicine purchased in past 12 months, by region, July-August, 2008
- Using children’s and adults’ medicine
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- Figure 90: Children and adult-specific medicine usage, by gender, July-August 2008
- Preferred medicine forms
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- Figure 91: Preferred delivery system of children’s medicine, by gender, July-August 2008
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- Figure 92: Preferred delivery system of children’s medicine, by region, July-August 2008
- Ease of administration
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- Figure 93: Ease of administration of various children’s medicine forms, by gender, July-August 2008
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- Figure 94: Ease of administration of various children’s medicine forms, by household income, July-August 2008
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- Figure 95: Ease of administration of various children’s medicine forms, by region, July-August 2008
- Importance attributes
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- Figure 96: Importance attributes when purchasing children’s medicine, by household income, July-August 2008
- Researching children’s medicine
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- Figure 97: Children’s medicine research and recommendations, by region, July-August 2008
- Children’s medicine concerns—side effects, dosing, health & safety
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- Figure 98: Side effect concerns about children’s medicine, by household income, July-August 2008
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- Figure 99: Dosing concerns, by region, July-August 2008
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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