Table of Contents
Issues in the Market
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- Key findings
- Definition
- Abbreviations
Future Opportunities
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- Sick children, anxious parents
- Opening up dialogue
- Insight
- Bigger opportunities
- Pushing boundaries
- Insight
Market in Brief
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- Growing children’s population, stagnating medicine market
- The impact of MHRA
- Pharmacists play an integral role
- Can’t put a price on health
- Heavily branded market
- Future outlook
Internal Market Environment
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- Key points
- Child health
- Children’s asthma and eczema
- GP consultations in decline
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- Figure 1: Average number of NHS GP consultations per person per year, by gender and age, Great Britain, 1997 to 2007
- Absence from school
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- Figure 2: Absence rates as reported in school census, % of days, 2006-08
- The role of the internet
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- Figure 3: Broadband usage, by presence of children, 2008
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- Figure 4: Influence of the media amongst parents, 2004-08
- Online chemist
- Sources of advice or information
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- Figure 5: Sources of advice or information regarding health issues, 2008
- Looking for alternatives
Broader Market Environment
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- Key points
- Child population
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- Figure 6: UK child population, by age and gender, 2004-14
- Impact of siblings/family size
- Child immunisation
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- Figure 7: Percentage of children immunised by their second birthday, England 1992/93-2002/03
- Risk of outbreaks rising
- Vaccination, regulation and education
- Changes in legislation
- OTC cold and flu medicines
- Impact for children’s OTC market
Competitive Context
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- Key points
- Market in OTC context
- Prescription medicine
- Healthcare or toiletries?
- Sporting injuries… and celebrities
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Innovation in context of wider OTC market
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- Figure 8: Innovation in children’s OTC and healthcare as a proportion of launches, 2006-09
- Low profile for children’s OTC
- Back to school launches
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- Figure 9: Innovation in babies’ and children’s OTC and healthcare, by month, calculated as an average percentage, February 2006-Jan 2009
- Pain relief
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- Figure 10: Innovation in children’s OTC and healthcare, by sub-category, 2008
- Innovative formats for ease and speed
- Brand extension
- Exploring the alternatives
- Sweet but sugar-free
- Overseas markets have stronger launch profile
Market Size and Forecast
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- Key points
- Market growth impeded
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- Figure 11: UK retail value sales of children’s OTC and healthcare products, 2004-14
- Future
Segment Performance
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- Key points
- Sector sales trends
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- Figure 12: UK retail value sales of children’s OTC and healthcare products, by sector, 2007-09
- Market to grow on the defensive?
- MHRA recommendations see market cool
- Prevention rather than cure
- Rash of growth amongst young children
- Fast reactions to opportunities for growth
- Market value by product format
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- Figure 13: UK retail value sales of babies’ and children’s OTC products, by format, 2007-09
Market Share
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- Key points
- Retail sales by manufacturer
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- Figure 14: Manufacturers’ shares in the UK babies’ and children’s OTC market, 2007-09
- The importance of brand promotion
- Fever warms sales
- MHRA impact sales for Reckitt Benckiser
- Trust Boots
Companies and Products
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- Figure 15: Major brands in the UK babies’ and children’s OTC market, 2008
- Bayer HealthCare
- Chefaro
- DDD Group
- Forest Labs
- GlaxoSmithKline
- Johnson & Johnson
- Kobayashi
- Novartis
- Reckitt Benckiser
- SSL
- Thornton & Ross
- Other
- Zirtek
- Koolpak
- Schwabe Pharma
- Badger
- Lanes Health
- Nelsons
- Weleda
- Ransom Consumer Healthcare
- Retailer own-labels
- Boots
- Tesco
- Sainsbury
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Brand Communication and Promotion
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- Key points
- Topline adspend
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- Figure 16: Main monitored media advertising spend on children’s OTC, 2006-09
- Advertiser
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- Figure 17: Main monitored media advertising spend on children’s OTC, % by leading advertiser, 2006-09
- Head lice targeted
- Media type
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- Figure 18: Main monitored media advertising spend on children’s OTC, % by media type, 2006-09
Channels to Market
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- Key points
- Retail distribution of children’s OTC
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- Figure 19: Retail distribution of the UK market for children’s OTC, 2007-09
- Chemists and drugstores dominate
- Steady growth for supermarkets
- Healthy growth for low-value health food stores
Purchase of Non-Prescription Pharmaceuticals
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- Key points
- Purchasing habits
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- Figure 20: Source of purchase of non-prescription pharmaceuticals and chemist products, 2006-08
- Healthy profile for supermarkets
- Internet evolves
- Drug stores – for infant/junior care
- Age and socio-economic status count
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- Figure 21: OTC/healthcare shoppers, by demographic group, 2009
- Potential retail initiatives
Children’s OTC Medicines Purchased in the Last 12 Months
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- Key points
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- Figure 22: Purchase of children’s medicines and medicated products in the last 12 months, April 2009
- Parents suffer too
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- Figure 23: Illnesses suffered from by adults aged 15+ in the last 12 months by demographics, 2008
- Prescriptive opportunity
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- Figure 24: Comparison of influence of recommendation by all parents and those who have bought a prescribed medicine for their child in the last 12 months, April 2009
Consumer Purchase Influence
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- Key points
- Recommendation is the biggest influence
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- Figure 25: Factors that influence the purchase of children’s medicine and medicated products, April 2009
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- Figure 26: Difference in purchase motivation between all parents and those who are influenced by recommendations, April 2009
- Advertising less effective than word of mouth
- Factoring in function, format and flavour
- No contest between health and wealth
Attitudes Towards Children’s OTC Medicines
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- Key points
- Reassurance from a ready supply
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- Figure 27: Attitudes towards children’s medicines and medicated products, April 2009
- Shopping habits
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- Figure 28: Purchase of children’s medicines and medicated products, April 2009
- Stay-at-home parents less likely to medicate
Custom Consumer Groups
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- Figure 29: Consumer groups within the children’s OTC and healthcare products market, April 2009
- Convenience (71%)
- Friends of the pharmacy (57%)
- Natural remedy (36%)
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Appendix
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- ACORN
- Advertising data
Appendix – Internal Market Environment
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- Figure 30: Advice sought on health of children, by age of children, 2008
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Appendix – Broader Market Environment
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- Figure 31: Age of children by individual year, 2009
- Figure 32: Adults aged 15+ who are parent/guardian to any children aged 0-15-year-olds, 2008 & 2009
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Appendix – Purchase of Non-Prescription Pharmaceuticals
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- Figure 33: Purchase of non-prescription pharmaceuticals and chemist products, 2008
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Appendix – Children’s OTC Medicines Purchased in the Last 12 Months
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- Figure 34: Purchase of children’s medicines and medicated products in the last 12 months, by demographics, April 2009
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Appendix – Consumer Purchase Influence
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- Figure 35: Most popular factors that influence the purchase of children’s medicine and medicated products, by demographics, April 2009
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- Figure 36: Next most popular factors that influence the purchase of children’s medicine and medicated products, by demographics, April 2009 (continued)
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- Figure 37: Parents who are guided by recommendation from the doctor/nurse or pharmacist or family/friend, by demographics, April 2009
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Appendix – Attitudes Towards Children’s OTC Medicines
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- Figure 38: Attitudes towards children’s medicines and medicated products, by demographics, April 2009
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Appendix – Custom Consumer Groups
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- Figure 39: Children’s medicines and medicated products custom consumer groups, by demographics, April 2009
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- Figure 40: Purchase of children’s medicines and medicated products in the last 12 months, by custom consumer group, April 2009
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- Figure 42: Factors that influence the purchase of children’s medicine and medicated products, by custom consumer group, April 2009
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- Figure 43: Attitudes towards children’s medicines and medicated products, by custom consumer group, April 2009
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