Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market grows due to H1N1 pandemic, key population growth, and the recession
- Cough drops far outsell cough syrup and sore throat remedies
- Drug stores continue to lead retail channels
- Market driven by seasonal flu severity, specific demographic population growth, recessionary self-diagnosis/medication
- Seasonal severity
- Population growth
- Self-diagnosis/medication
- Growing Hispanic population spells opportunity
- Cadbury Adams leads FDMx market based on sales of Halls
- Consumer reported ailments
- Seeking treatment
- Product types used
- Brands purchased
- Product selection and concerns
- Race and Hispanic origin
Insights and Opportunities
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- Convenient, discreet remedies for the busy consumer
- The pitch: Remedies on the go
- The support: Unique delivery systems
- The iPhone app for cough and throat remedies
- The pitch: Technology comes to the aid of sufferers
- The support: Endless opportunities
- Clearing up confusion in the cough/throat remedy aisle
- The pitch: the tyranny of choice
- The solution: clear guides
Inspire Insights
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- Trend Observation: Cough Recognition Technology
- What it’s about
- Everything but the kitchen sink
- From identification to treatment
Market Size and Forecast
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- Key points
- Growth largely depends on the severity of cold and flu seasons
- The recession also plays a role in self-diagnosis/medicating
- Population growth among children and seniors is minimal, but women show substantial increase
- Sales and forecast of cough and throat remedies
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- Figure 1: FDMx retail sales and forecast of cough and throat remedies, at current prices, 2004-14
- Figure 2: FDMx retail sales and forecast of cough and throat remedies, at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- Private label comes to the fore during the recession
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- Figure 3: Share of private label and branded new product launches of decongestive, cough, cold and flu relief products, 2004-09
- Recession drives sales as sufferers fear missing work
- Homeopathic remedies compete with OTC
Segment Performance
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- Key points
- Cough drops and syrup sell most while sore throat remedies decline
- Sales of cough and throat remedies, by segment
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- Figure 4: Sales of cough and throat remedies, segmented by type, 2008 and 2009
Segment Performance—Cough Drops
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- Key points
- Drops offer convenience and utility
- Some use cough drops for other reasons
- Non-medicated formulation likely attracts users
- Sales and forecast of cough drops
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- Figure 5: FDMx sales and forecast of cough drops, at current prices, 2004-14
Segment Performance—Cough Syrup
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- Key points
- Cough syrup grows steadily
- Sales and forecast of cough syrup
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- Figure 6: FDMx retail sales and forecast of cough syrup, at current prices, 2004-14
Segment Performance—Sore Throat Remedies
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- Key point
- Sore throat remedies underperform
- Sales and forecast of sore throat remedies
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- Figure 7: FDMx retail sales and forecast of sore throat remedies, at current prices, 2004-14
Retail Channels
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- Key points
- Drug channel outsells all other FDMx outlets
- Sales of cough and throat remedies, by channel
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- Figure 8: FDMx sales of cough and throat remedies, by channel, 2008 and 2009
Retail Channels—Drug Stores
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- Key points
- Drug stores maintain role as top OTC healthcare destination
- Drug store sales of cough and throat remedies
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- Figure 9: U.S. drug store sales of cough and throat remedies, at current prices, 2004-09
Retail Channels—Other FDMx Outlets
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- Key point
- Other FDMx stores fail to compete with drug stores
- Other FDMx store sales of cough and throat remedies
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- Figure 10: U.S. other FDMx store sales of cough and throat remedies, at current prices, 2004-09
Market Drivers
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- Seasonal flu severity drives OTC cough and throat remedy sales
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- Figure 11: U.S. seasonal flu severity, 2001/02-2007/08
- Child and senior populations grow; they are most likely to develop complications from flu
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- Figure 12: U.S. population, by age, 2005-15
- Figure 13: U.S. female population, by age, 2005-15
- Self diagnosis/treatment is popular during the recession
- Number of uninsured remains high
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- Figure 14: U.S. number of uninsured, 2000-08
- High unemployment rate persists
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- Figure 15: U.S. unemployment rate, 2004-09
- Hispanic population growth presents manufacturers with opportunity
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- Figure 16: U.S. Hispanic population, by age, 2005-15
Leading Companies
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- Key points
- Cadbury Adams leads with one brand: Halls
- Reckitt Benckiser and Ricola surge
- Manufacturer sales of cough and throat remedies
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- Figure 17: Select manufacturer FDMx sales of cough and throat remedies in the U.S., 2009-10
Brand Share—Cough Drops
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- Key points
- Halls far outsells all other brands
- Ricola grows more than any other brand
- Manufacturer and brand sales of cough drops
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- Figure 18: Selected FDMx brand sales and market share of cough drops in the U.S., 2009-10
Brand Share—Cough Syrup
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- Key points
- Delsym and Robitussin DM Max push the segment forward; P&G flatlines
- Private label soars
- Manufacturer and brand sales of cough syrup
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- Figure 19: Selected FDMx brand sales and market share of cough syrup in the U.S., 2009-10
Brand Share—Sore Throat Remedies
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- Key points
- Chloraseptic leads, but the segment is static
- Manufacturer and brand sales of sore throat remedies
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- Figure 20: Selected FDMx brand sales and market share of sore throat remedies in the U.S., 2009-10
Innovation and Innovators
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- Homeopathic, fast-acting products experience growth
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- Figure 21: Claim trends in decongestive, cough, cold and flu relief product launches, 2004-09
- Homeopathic/herbal/natural ingredients
- Fast acting
Brands and the Advertising Landscape
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- Overview
- Brand analysis: Halls
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- Figure 22: Halls Refresh television ad, 2009
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- Figure 23: Halls Refresh television ad, 2009
- Brand analysis: Sucrets
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- Figure 24: Sucrets Complete television ad, 2009
- Brand analysis: Ricola
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- Figure 25: Ricola television ad, 2009
Ailments
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- Key points
- Incidence of cough/cold/sore throat is high
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- Figure 26: Ailments suffered in past 12 months, by gender, February 2010
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- Figure 27: Ailments suffered in past 12 months, by age, February 2010
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- Figure 28: Ailments suffered in past 12 months, by household income, February 2010
Treatment
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- Key points
- Most take OTC remedies for ailments
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- Figure 29: Treatment approach for cough, colds and sore throat, February 2010
- Ailment-specific
- A look at coughs: Boomers are the most likely to treat with OTC
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- Figure 30: Treatment approach for cough, by gender, February 2010
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- Figure 31: Treatment approach for cough, by age, February 2010
- Colds: Women treat with home remedies more than men
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- Figure 32: Treatment approach for cold, by gender, February 2010
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- Figure 33: Treatment approach for cold, by age, February 2010
- Sore throats: Women use home remedies more than men
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- Figure 34: Treatment approach for sore throat, by gender, February 2010
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- Figure 35: Treatment approach for sore throat, by age, February 2010
Product Types Used
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- Key points
- Most use cough drops to treat cough/sore throat
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- Figure 36: Products used for cough/sore throat, by gender, February 2010
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- Figure 37: Products used for cough/sore throat, by age, February 2010
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- Figure 38: Products used for cough/sore throat, by household income, February 2010
- Most use general purpose cough/throat remedies
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- Figure 39: Product specifications for cough/sore throat, by gender, February 2010
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- Figure 40: Product specifications for cough/sore throat, by age, February 2010
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- Figure 41: Product specifications for cough/sore throat, by household income, February 2010
Brands Purchased
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- Key points
- Robitussin, Vicks most-purchased cough syrup brands
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- Figure 42: Cough syrup brands purchased, by gender and age, April 2008-June 2009
- Halls the most popular sore throat remedy
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- Figure 43: Sore throat remedy brands purchased, by gender and age, April 2008-June 2009
Product Selection and Concerns
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- Key points
- Most seek a product that alleviates their specific symptoms
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- Figure 44: Product selection and recommendations for cough/sore throat, by gender, February 2010
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- Figure 45: Product selection and recommendations for cough/sore throat, by age, February 2010
- Most keep remedies on hand; more than half are overwhelmed by selection
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- Figure 46: Concerns regarding cough/sore throat products, by gender, February 2010
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- Figure 47: Concerns regarding cough/sore throat products, by age, February 2010
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- Figure 48: Concerns regarding cough/sore throat products, by household income, February 2010
Important Attributes
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- Key points
- Fast-acting, convenient, affordable remedies are most important
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- Figure 49: Important attributes regarding cough/sore throat products, by gender, February 2010
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- Figure 50: Important attributes regarding cough/sore throat products, by age, February 2010
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- Figure 51: Important attributes regarding cough/sore throat products, by household income, February 2010
Race and Hispanic Origin
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- Key points
- Ailments suffered among ethnicities
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- Figure 52: Ailments suffered in past 12 months, by race/Hispanic origin, February 2010
- Treatment approach by ailment
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- Figure 53: Treatment approach for cough, by race/Hispanic origin, February 2010
- Types of products used
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- Figure 54: Types of products used, by race/Hispanic origin, February 2010
- Product selection and recommendation by race/Hispanic origin
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- Figure 55: Product selection and recommendations for cough/sore throat, by race/Hispanic origin, February 2010
- Product concerns among ethnicities
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- Figure 56: Concerns regarding cough/sore throat products, by race/Hispanic origin, February 2010
- Important product attributes among black and Hispanic consumers
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- Figure 57: Important attributes regarding cough/sore throat products, by race/Hispanic origin, February 2010
Cluster Analysis
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- Back to Basics
- Who they are
- Opportunity
- Experimenters
- Who they are
- Opportunity
- Reactors
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 58: Cough and sore throat remedies clusters, February 2010
- Figure 59: Product specifications for cough/sore throat, by cough/sore throat clusters, February 2010
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- Figure 60: Product selection and recommendations for cough/sore throat, by cough/sore throat clusters, February 2010
- Figure 61: Concerns regarding cough/sore throat products, by cough/sore throat clusters, February 2010
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- Figure 62: Important attributes regarding cough/sore throat products, by cough/sore throat clusters, February 2010
- Cluster demographics
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- Figure 63: Cough and sore throat remedies clusters, by gender, February 2010
- Figure 64: Cough and sore throat remedies clusters, by age, February 2010
- Figure 65: Cough and sore throat remedies clusters, by household income, February 2010
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- Figure 66: Cough and sore throat remedies clusters, by race/Hispanic origin, February 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Unemployed are less likely than full-time workers to use OTC remedies, and more likely to try home remedies and rest
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- Figure 67: Treatment approach for cough, by employment status, February 2010
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- Figure 68: Treatment approach for cold, by employment status, February 2010
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- Figure 69: Treatment approach for sore throat, by employment status, February 2010
- Unemployed are less likely than full-time workers to keep remedies on hand and to try new products
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- Figure 70: Concerns regarding cough/sore throat products, by employment status, February 2010
SymphonyIRI/Builders Panel Data
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- Cough/sore throat drops
- Consumer insights on key purchase measures
- Brand map
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- Figure 71: Brand map, selected brands of cough/sore throat drops, buying rate by household penetration, 52 weeks ending June 28, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 72: Key purchase measures for the top brands of cough/sore throat drops, by household penetration, 52 weeks ending June 28, 2009
- Cough syrup (including sore throat remedy liquids)
- Consumer insights on key purchase measures
- Brand map
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- Figure 73: Brand map, selected brands of cough syrup, buying rate by household penetration, 52 weeks ending June 28, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 74: Key purchase measures for the top brands of cough syrup, by household penetration, 52 weeks ending June 28, 2009
Appendix: Other Useful Consumer Tables
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- Impact of income on treatment
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- Figure 75: Treatment approach for cough, by household income, February 2010
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- Figure 76: Treatment approach for cold, by household income, February 2010
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- Figure 77: Treatment approach for sore throat, by household income, February 2010
- Product selection and concerns
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- Figure 78: Product selection and recommendations for cough/sore throat, by household income, February 2010
Appendix: SymphonyIRI/Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix: Trade Associations
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