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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- Market grows despite recession
- Drug stores top retailers due to proliferation of pharmacies
- Diverse drivers fuel the market
- Johnson & Johnson/McNeil lead but Mucinex grows; private label keeps pace
- Getting sick
- Treatment and effectiveness
- Selecting medicine
- Race & Hispanic origin
Insights and Opportunities
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- Marketing OTC remedies in a recession
- The pitch: Safe spending
- The support: Money-back guarantee, less is more, protect now—save later
- Putting a natural spin on remedies
- The pitch: Nature knows best
- The support: Herb – and vitamin-infused remedies
- Making selecting medicine easier
- The pitch
- The support
Inspire Insights
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- Trend: Deseasonalization
- To everything there is a season?
- Treating the year-round affliction
Market Size and Forecast
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- Key points
- Incidence of cold/flu, population factors, low health insurance rates drive sales into the future
- Ups and downs of FDA regulations and the tightening economy
- Sales and forecast of cough/cold/sore throat remedies
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- Figure 1: FDMx sales of cough, cold, & throat remedies, at current prices, 2003-13
- Figure 2: FDMx sales of cough, cold, & throat remedies, at inflation-adjusted prices, 2003-13
- Walmart sales
Competitive Context
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- Homeopathic/natural remedies compete with OTC medicines
- Many still use home remedies rather than OTC treatments
Segment Performance
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- Key points
- Cold/allergy/sinus tablets comprise more than half of the market
- Sales of cold/allergy/sinus/sore throat remedies, by segment
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- Figure 3: FDMx sales of cough, cold, & throat remedies, segmented by type, 2006 & 2008
Segment Performance—Cold/Allergy/Sinus Tablets
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- Key points
- Tablets signify convenience, benefit from Rx switch
- Sales and forecast of cold/allergy/sinus tablets
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- Figure 4: FDMx sales of cold/allergy/sinus tablets, at current prices, 2003-13
Segment Performance—Cold/Allergy/Sinus Liquids
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- Key points
- Liquids hurt by recalls, FDA restrictions
- Sales and forecast of cold/allergy/sinus liquids
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- Figure 5: FDMx sales s of cold/allergy/sinus liquids, at current prices, 2003-13
Segment Performance—Nasal Products
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- Key points
- Nasal products represent safe alternative to pediatric liquids
- Sales and forecast of nasal products
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- Figure 6: FDMx sales of nasal products, at current prices, 2003-13
Segment Performance—Cough Drops
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- Key points
- Cough drops also represent convenience and utility
- Non-medicated positioning and single-symptom relief attractive
- Sales and forecast of cough drops
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- Figure 7: FDMx sales of cough drops, at current prices, 2003-13
Segment Performance—Cough Syrup/Sore Throat Liquids
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- Key points
- Syrups/sore throat liquids face similar challenges to cold liquids
- Sales and forecast of cough syrup/sore throat liquids
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- Figure 8: FDMx sales of cough syrup/sore throat liquids, at current prices, 2003-13
Retail Channels
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- Key points
- Drug stores most equated with healthcare
- Sales of cough, cold, & throat remedies, by channel
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- Figure 9: FDMx sales of cough, cold, & throat remedies, by channel, 2006 and 2008
Retail Channels—Drug Stores
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- Key points
- Pharmacies mean bigger OTC business
- Store brands give drug channels added advantage
- Drug store sales of cough, cold and throat remedies
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- Figure 10: U.S. drug store sales of cough, cold, & throat remedies, at current prices, 2003-08
Retail Channels—Other: Supermarkets & Mass
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- Key points
- Other channels without pharmacies have tough time competing
- Other channel sales of cold/allergy/sinus remedies
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- Figure 11: U.S. other* channel sales of cough, cold, & throat remedies, at current prices, 2003-08
Market Drivers
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- Incidence of cold and flu
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- Figure 12: U.S. seasonal flu severity, 2001-08
- Child, female, and elderly population growth means more sufferers
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- Figure 13: Population, by age, 2004-14
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- Figure 14: Female population, by age, 2004-14
- Self-diagnosis/treatment trend continues to aid OTC sales
- Outcome
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- Figure 15: Treating a cough/cold/sore throat/flu, February 2009
- Growing Hispanic population spells opportunity for OTC remedy marketers
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- Figure 16: Cough/cold/sore throat and related conditions experienced in past 12 months, by race/Hispanic origin, February 2009
- Bottom line
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- Figure 17: Population, by race and Hispanic origin, 2004-14
Leading Companies
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- Key points
- Johnson & Johnson/McNeil continues to lead
- Private label benefits from tough economy
- Manufacturer sales of cough, cold, & throat remedies
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- Figure 18: Manufacturer FDMx sales of cough, cold, & throat remedies in the U.S., 2008 and 2009
Brand Share—Cold/Allergy/Sinus Tablets
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- Key points
- Tylenol and Sudafed drop as Mucinex increases share
- Private label will stiffen competition in the future
- Manufacturer and brand sales of cold/allergy/sinus tablets
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- Figure 19: Selected brand FDMx sales and market share of cold/allergy/sinus tablets, 2008-09
Brand Share—Cold/Allergy/Sinus Liquids
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- Key points
- Most leading cold liquids drop, while private label surges
- Manufacturer and brand sales of cold/allergy/sinus liquids
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- Figure 20: Selected brand FDMx sales and market share of cold/allergy/sinus liquids, 2008-09
Brand Share—Nasal Spray/Drops/Inhaler
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- Key point
- NeilMed outpaces most medicated sprays
- Manufacturer and brand sales of nasal spray/drops/inhaler
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- Figure 21: Selected brand FDMx sales and market share of nasal spray/drops/inhaler, 2008-09
Brand Share—Cough Drops
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- Key points
- Halls leads with brand extensions, but sales fluctuate
- Ricola leverages herbal angle
- Manufacturer and brand sales of cough drops
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- Figure 22: Selected brand FDMx sales and market share of cough drops, 2008-09
Brand Share—Cough Syrup/Sore Throat Liquids
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- Key points
- Wyeth and Adams vie for top position, P&G sees strength in Vicks Custom Care
- Manufacturer and brand sales of cough syrup/sore throat liquids
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- Figure 23: Selected brand FDMx sales and market share of cough syrup/sore throat liquids, 2008-09
Natural Channel/SPINS
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- Natural channel sales of cold and flu remedies
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- Figure 24: Natural product supermarket retail sales of cold and flu remedies, at current and inflation-adjusted prices, 2007-09
- Implications
- Natural channel sales by segment
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- Figure 25: Natural product supermarket retail sales of cold and flu remedies by segment, 2007-09
Brand Qualities
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- Cough drops vie for originality
- Store brands leverage value as household budgets tighten
- Demand for natural/alternative ingredients spurs “natural” positioning bids
- Symptom-specific comes to the fore with Vicks
Innovation and Innovators
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- Natural/homeopathic/herbal remedies
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- Figure 26: Claim trends in decongestive, cough, cold & flu relief launches, 2003-08
- Non-natural products also making use of natural positioning:
- Kids’ remedies
Advertising and Promotion
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- Tylenol
- Building goodwill
- Web and TV marketing
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- Figure 27: J&J Tylenol Cold Multi-Symptom Rapid Release, 2008
- Sudafed
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- Figure 28: J&J Sudafed, 2008
- Mucinex
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- Figure 29: Adams Respiratory Therapeutics Mucinex DM, 2008
- Vicks
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- Figure 30: Procter & Gamble Vicks Formula 44 Custom Care, 2008
- Halls
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- Figure 31: Cadbury Schweppes Halls Naturals, 2008
Getting Sick
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- Key points
- Incidence of cough, cold, sore throat, and related conditions
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- Figure 32: Cough/cold/sore throat and related conditions experienced in past 12 months, by gender and age, February 2009
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- Figure 33: Cough/cold/sore throat and related conditions experienced in past 12 months, by presence of children in household, February 2009
- Frequency of suffering in past 12 months
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- Figure 34: Number of cold/flu/sinus conditions experienced in past 12 months, by gender and age, July 2007-September 2008
Treatment
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- Key points
- Treatment methods
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- Figure 35: Treating a cough/cold/sore throat/flu, February 2009
- Women tend towards multi-remedy approach; older adults, vitamins
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- Figure 36: Treating a cough or cold, by gender and age, February 2009
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- Figure 37: Treating a sore throat or flu, by gender and age, February 2009
- OTC remedy use higher among women, older respondents need convincing
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- Figure 38: Treating cough/cold/sore throat/flu with OTC remedies, by gender and age, February 2009
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- Figure 39: Keeping OTC remedies on hand, by gender and age, February 2009
Treatment types
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- Key points
- Types and kinds of cough syrup and sore throat products used
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- Figure 40: Types of cough syrup and sore throat products used, by gender and age July 2007-September 2008
- Frequency of use by ailment
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- Figure 41: Frequency of use of cold/allergy/sinus remedies, by gender and age, July 2007-September 2008
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- Figure 42: Number of times during the day cough syrup and sore throat products are used, by gender and age, July 2007-September 2008
- Cold/allergy/sinus remedy formulas used
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- Figure 43: Cold/allergy/sinus remedy formula used, by gender and age, July 2007-September 2008
Effectiveness of Cough/Cold Medicine
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- Key points
- Attitudes about the efficacy of remedies
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- Figure 44: Effectiveness of cold/cough medicine, February 2009
Selecting Medicine
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- Key points
- Important characteristics when selecting cold/cough medicine
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- Figure 45: Important characteristics when selecting cold/cough medicine, by gender, February 2009
- Seeking guidance
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- Figure 46: Research and input in selecting cough/cold/sore throat/flu remedies, by gender, February 2009
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- Figure 47: Research and input in selecting cough/cold/sore throat/flu remedies, by age, February 2009
Safety Concerns
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- Key point
- Concerns about medicine safety
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- Figure 48: Concerns about medicine safety, by gender, February 2009
Homeopathic and Natural/Alternative Remedies
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- Key points
- Use of homeopathic remedies
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- Figure 49: Homeopathic remedies for cough/cold/sore throat/flu, by gender, February 2009
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- Figure 50: Homeopathic remedies for cough/cold/sore throat/flu, by age, February 2009
Race and Hispanic Origin
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- Key points
- Treatment among ethnicities
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- Figure 51: Treating a cough/cold/sore throat/flu, by race & Hispanic origin, February 2009
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- Figure 52: Treating cough/cold/sore throat/flu with OTC remedies, by race & Hispanic origin, February 2009
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- Figure 53: Ailments for which cold/allergy/sinus remedies were used in the past 12 months, by race & Hispanic origin, July 2007-September 2008
- Selecting medicine among ethnicities
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- Figure 54: Research and input in selecting cough/cold/sore throat/flu remedies, by race & Hispanic origin, February 2009
- Homeopathic remedies and ethnicities
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- Figure 55: Homeopathic remedies for cough/cold/sore throat/flu, by race & Hispanic origin, February 2009
Cluster Analysis
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- Happy and (relatively) healthy
- Opportunity
- Gentle and easy
- Opportunity
- Open-minded sufferers
- Opportunity
- Cluster characteristics
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- Figure 56: Cough, cold and throat clusters, February 2009
- Figure 57: Cough/cold/sore throat and related conditions experienced in past 12 months, by cough, cold and throat clusters, February 2009
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- Figure 58: Treating cough/cold/sore throat/flu with OTC remedies, by cough, cold and throat cluster, February 2009
- Figure 59: Important characteristics when selecting cold/cough medicine, by cough, cold and throat cluster, February 2009
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- Figure 60: Research and input in selecting cough/cold/sore throat/flu remedies, by cough, cold and throat cluster, February 2009
- Figure 61: Attitudes towards and concerns about medicine, by cough, cold and throat cluster, February 2009
- Cluster demographics
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- Figure 62: Cough, cold and throat clusters by gender, February 2009
- Figure 63: Cough, cold and throat clusters by age, February 2009
- Figure 64: Cough, cold and throat clusters by HH income, February 2009
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- Figure 65: Cough, cold and throat clusters by race/hispanic origin, February 2009
- Methodology
Custom Consumer Groups
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- Key points
- Moms represent key opportunity with right marketing mix
- Moms prefer OTC, home remedies over doctor visits
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- Figure 66: Treating a cough/cold/sore throat/flu among moms vs. dads, February 2009
- Multi-symptom products may best suit moms
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- Figure 67: Treating cough/cold/sore throat/flu with OTC remedies among moms vs. dads, February 2009
- Moms still require more from their remedies
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- Figure 68: Effectiveness of cold/cough medicine among moms vs. dads, February 2009
- Moms keep remedies on hand more than dads
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- Figure 69: Keeping OTC remedies on hand among moms vs. dads, February 2009
IRI/Builders—Key Household Purchase Measures
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- Nasal spray/drops/inhaler
- Brand map
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- Figure 70: Brand map, selected brands of nasal spray/drops/inhaler, by household penetration, 2008
- Brand leader characteristics
- Key purchase measures
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- Figure 71: Key purchase measures for the top brands of nasal spray/drops/inhaler, by household penetration, 2008
- Cough/sore throat drop
- Brand map
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- Figure 72: Brand map, selected brands of cough/sore throat drop, by household penetration, 2008
- Brand leader characteristics
- Key purchase measures
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- Figure 73: Key purchase measures for the top brands of cough/sore throat drop, by household penetration, 2008
- Cough syrup
- Brand map
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- Figure 74: Brand map, selected brands of cough syrup, by household penetration, 2008
- Brand leader characteristics
- Key purchase measures
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- Figure 75: Key purchase measures for the top brands of cough syrup, by household penetration, 2008
Appendix: Other Useful Consumer Tables
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- The impact of children and household size on the market
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- Figure 76: Number of cough/cold/sore throat and related conditions experienced in past 12 months, by presence of children and household size, July 2007-September 2008
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- Figure 77: Keeping OTC remedies on hand, by presence of children and household size, February 2009
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- Figure 78: Ailments for which cold/allergy/sinus remedies were used in the past 12 months, by presence of children and household size, July 2007-September 2008
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- Figure 79: Preferred types of cough syrup and sore throat products, by presence of children and household size, July 2007-September 2008
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- Figure 80: Use of cough syrup, sore throat drops, and cold/allergy/sinus remedies, by presence of children and household size, July 2007-September 2008
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- Figure 81: Important characteristics when selecting cold/cough medicine, by presence of children and household size, February 2009
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- Figure 82: Research and input in selecting cough/cold/sore throat/flu remedies, presence of children and household size, February 2009
- Another look at remedy usage
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- Figure 83: Use of cough syrup, sore throat drops, and cold/allergy/sinus remedies, by gender and age, July 2007-September 2008
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- Figure 84: Ailments for which cold/allergy/sinus remedies were used in the past 12 months, by gender and age July 2007-September 2008
- Medicine selection and concerns
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- Figure 85: Important characteristics when selecting cold/cough medicine, by age, February 2009
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- Figure 86: Concerns about medicine safety, by age, February 2009
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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