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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- Market at a glance: extraordinary events drive fluctuation in sales
- Recalls and flu drive fluctuation in children’s OTC remedy sales
- Cautious parents set the tone
- Four major segments account for the bulk of category sales
- Natural, homeopathic, and herbal remedies an option for a few
- Drug stores lead but don’t dominate pediatric OTC remedy sales
- Johnson & Johnson’s leadership seriously threatened by series of recalls
- Other companies have smaller presence, creating opportunity for retailers
- Vitamins and supplements most active area for new products
- Common ailments drive product purchase
- General purpose pain relievers viewed as most effective, specialized remedies seen as less so
- Safety remains key concern for parents
- Professional and casual recommendations alike important in product selection
- Consistent dosing instructions and functional attributes top list of interests
Insights and Opportunities
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- Retail remedies
- Alternative strategy
Inspire Insights
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- Trend: Transparency
Market Size and Forecast
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- Key points
- A series of unfortunate events impacts children’s OTC remedy sales
- Future prospects unclear for category
- Sales and forecast of OTC pediatrics
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- Figure 1: Total U.S. retail sales and forecast of OTC pediatrics, at current prices, 2005-15
- Figure 2: Total U.S. retail sales and forecast of OTC pediatrics, at inflation-adjusted prices, 2005-15
- Fan chart forecast
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- Figure 3: FDMx sales and fan chart forecast of OTC pediatrics, at current prices, 2005-15
Market Drivers
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- Key points
- Recession may impact population growth of young children
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- Figure 4: U.S. population, by age of child, 2005-15
- Incidence and severity of seasonal influenza
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- Figure 5: Seasonal influenza severity in the U.S., 2001-08
- Rising childhood obesity rates boost use of OTC remedies and prescriptions
Competitive Context
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- Overview—cautious parents set the tone
- Natural, homeopathic, and herbal remedies an option for a few
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- Figure 6: Attitudes towards homeopathic remedies for children, by age of parent, July 2010
- Prescriptions increasingly in the mix, pointing to bigger health issues
Segment Performance
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- Key points
- Four major segments, only minimal overlap
- Smaller segments more specialized
- Sales of OTC pediatric remedies, by segment
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- Figure 7: U.S. FDMx sales of OTC pediatrics, segmented by type, 2009 and 2010
Segment Performance—Internal Analgesics
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- Key points
- Extraordinary events behind fever reducer/pain reliever sales results
- Segment remains a medicine chest essential
- Sales and forecast of internal analgesics
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- Figure 8: U.S. sales and forecast of internal analgesics, at current prices, 2005-15
Segment Performance—Vitamins
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- Key points
- Multiple factors boost kids’ multivitamins
- Specialization puts a premium on parent education
- Sales and forecast of vitamins
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- Figure 9: U.S. sales and forecast of vitamins, at current prices, 2005-15
Segment Performance—Baby Electrolytes
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- Key points
- Dollar sales slip as private label gains
- Sales and forecast of baby electrolytes
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- Figure 10: U.S. sales and forecast of baby electrolytes, at current prices, 2005-15
Segment Performance—Cold/Allergy/Sinus Remedies
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- Key points
- Multiple headwinds hold back cold/allergy/sinus remedies
- Future direction of segment in limbo pending FDA review
- Sales and forecast of cold/allergy/sinus remedies
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- Figure 11: U.S. sales and forecast of cold/allergy/sinus remedies, at current prices, 2005-15
Segment Performance—Gastrointestinal Remedies
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- Key points
- New products help drive growth
- Childhood obesity leads to increased incidence of serious GI conditions
- Sales and forecast of gastrointestinal remedies
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- Figure 12: U.S. sales and forecast of gastrointestinal remedies, at current prices, 2005-15
Segment Performance—Nasal Products
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- Key points
- Nasal product sales flat since 2006
- Sales and forecast of nasal products
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- Figure 13: U.S. sales and forecast of nasal products, at current prices, 2005-15
Segment Performance—Cough and Sore Throat Remedies
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- Key points
- Dosing novelty brings segment back to life
- Sales and forecast of cough and sore throat remedies
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- Figure 14: U.S. sales and forecast of cough and sore throat remedies, at current prices, 2005-15
Segment Performance—Miscellaneous Health Remedies
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- Key points
- Sales of specialized products continue to slide
- Sales and forecast of miscellaneous health remedies
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- Figure 15: U.S. sales and forecast of miscellaneous health remedies, at current prices, 2005-15
Retail Channels
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- Key points
- Drug stores lead but don’t dominate pediatric OTC remedy sales
- Demographics drive differences, point to opportunities
- Sales of OTC pediatrics, by channel
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- Figure 16: FDMx retail sales of OTC pediatrics, by channel, 2009 and 2010
Retail Channels—Drug Stores
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- Key points
- Drug chains emphasize healthcare expertise
- Drug store sales of OTC pediatrics
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- Figure 17: U.S. drug store sales of OTC pediatrics, at current prices, 2005-10
Retail Channels—Other FDMx Outlets
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- Key points
- Other channels hold their own
- Other FDMx channel sales of OTC pediatrics
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- Figure 18: U.S. other FDMx channel sales of OTC pediatrics, at current prices, 2005-10
Leading Companies
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- Key points
- J&J’s leadership seriously threatened by series of recalls
- Other companies have smaller presence, creating opportunity for retailers
- Manufacturer sales of OTC pediatrics
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- Figure 19: Select manufacturer sales of OTC pediatrics in the U.S., 2009 and 2010
- Figure 20: New healthcare launches with “for children” claim, private label and branded, 2004-10
Brand Share—Internal Analgesics
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- Key points
- Recalls deal a devastating blow to Children’s Tylenol and Motrin
- Private label fills the void
- Opportunistic launch from Triaminic may capture share
- Manufacturer and brand sales of internal analgesics
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- Figure 21: Select brand sales and market share of internal analgesics in the U.S., 2009 and 2010
Brand Share—Vitamins
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- Key points
- Kids’ vitamin brands stress specialization
- Manufacturer and brand sales of vitamins
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- Figure 22: Select brand sales and market share of vitamins in the U.S., 2009 and 2010
Brand Share—Baby Electrolytes
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- Key points
- Segment leader Pedialyte continues to give way to private label
- Manufacturer and brand sales of baby electrolytes
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- Figure 23: Select brand sales and market share of baby electrolytes in the U.S., 2009 and 2010
Brand Share—Cold/Allergy/Sinus Remedies
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- Key points
- Share data provide partial view of J&J recall impact
- Private label gains
- Manufacturer and brand sales of cold/allergy/sinus remedies
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- Figure 24: Select brand sales and market share of cold/allergy/sinus remedies in the U.S., 2009 and 2010
Brand Share—Gastrointestinal Remedies
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- Key points
- Little overlap between leading brands
- Manufacturer and brand sales of gastrointestinal remedies
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- Figure 25: Select brand sales and market share of gastrointestinal remedies in the U.S., 2009 and 2010
Brand Share—Nasal Products
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- Key points
- Little Noses offers breadth of products and focus on nasal care
- Manufacturer and brand sales of nasal products
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- Figure 26: Select brand sales and market share of nasal products in the U.S., 2009 and 2010
Brand Share—Cough and Sore Throat Remedies
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- Key point
- Dosing novelty boosts declining segment
- Manufacturer and brand sales of cough and sore throat remedies
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- Figure 27: Select brand sales and market share of cough and sore throat remedies in the U.S., 2009 and 2010
Brand Share—Miscellaneous Health Products
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- Key points
- Segment contains variety of small, specialized products
- Vicks Baby Rub by far the biggest seller
- Manufacturer and brand sales of miscellaneous health products
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- Figure 28: Select brand sales and market share of miscellaneous health products in the U.S., 2009 and 2010
Innovation and Innovators
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- Overview
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- Figure 29: New healthcare launches with “for children” claim, by product type, 2004-10
- Vitamin launches drive sales
- Easier, tastier, more convenient dosing
- Alternative treatments
Brands and Marketing Strategies
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- Flintstones vitamins expand beyond basic nutrition
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- Figure 30: Flintstones Gummies with choline television ad, 2010
- Trust in Triaminic
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- Figure 31: Triaminic Strips television ad, 2009
- Advil shows competitive nature of category
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- Figure 32: Children’s Advil “Fact” television ad, 2010
OTC Pediatric Product Purchase and Usage
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- Key points
- Medicines for coughs, colds, allergies and flu most widely purchased
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- Figure 33: OTC pediatrics purchased in past 12 months, by gender of parent, July 2010
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- Figure 34: Teething gel use among parents of children aged 2 and under, July 2010
- Tylenol and Motrin most widely used fever reducers/pain relievers
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- Figure 35: Brands of children’s fever/pain relief medicines used, by household income, April 2009-June 2010
- Pre-recall, Children’s Tylenol tops children’s cough and cold remedies
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- Figure 36: Brands of children’s cough/cold products, by household income, April 2009-June 2010
Product Effectiveness and Concerns
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- Key points
- Fever reducers/pain relievers earn high marks on efficacy
- Specialized remedies rated lower, but still positive
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- Figure 37: Effectiveness of OTC children’s medications, July 2010
- Parents hold considerable safety concerns regarding kids’ medicines
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- Figure 38: Concerns about OTC pediatrics, by gender of parent, July 2010
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- Figure 39: Concerns about OTC pediatrics, by age of parent, July 2010
Purchase Considerations
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- Key points
- Doctor’s recommendation key in choosing children’s OTC remedies
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- Figure 40: Sources consult for OTC pediatric purchases, by gender of parent, July 2010
- Younger parents seek information and recommendations
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- Figure 41: Sources consult for OTC pediatric purchases, by age of parent, July 2010
- Desire for clearer, more consistent dosing instructions
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- Figure 42: Concerns and habits regarding OTC pediatric purchases, by gender of parent, July 2010
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- Figure 43: Concerns and habits regarding OTC pediatric purchases, by age of parent, July 2010
- Functional attributes top the list for product selection
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- Figure 44: Importance factors when selecting OTC pediatrics, by gender of parent, July 2010
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- Figure 45: Importance factors when selecting OTC pediatrics, by age of parent, July 2010
Cluster Analysis
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- Concerned Multi-Medicators
- Characteristics
- Opportunity
- Respiratory Reviewers
- Characteristics
- Opportunity
- Unconcerned Analgesic Users
- Characteristics
- Characteristics
- Characteristic tables
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- Figure 46: Children’s OTC medicine clusters, July 2010
- Figure 47: OTC pediatrics purchased in past 12 months, by children’s OTC medicine clusters, July 2010
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- Figure 48: Importance factors when selecting OTC pediatrics, by children’s OTC medicine clusters, July 2010
- Figure 49: Sources consult for OTC pediatric purchases, by children’s OTC medicine clusters, July 2010
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- Figure 50: Concerns about OTC pediatrics, by children’s OTC medicine clusters, July 2010
- Figure 51: Attitudes towards homeopathic remedies for children, by children’s OTC medicine clusters, July 2010
- Demographic tables
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- Figure 52: Children’s OTC medicine clusters, by parent’s gender, July 2010
- Figure 53: Children’s OTC medicine clusters, by parent’s age, July 2010
- Figure 54: Children’s OTC medicine clusters, by household income, July 2010
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- Figure 55: Children’s OTC medicine clusters, by marital status, July 2010
- Figure 56: Children’s OTC medicine clusters, by employment, July 2010
- Cluster methodology
Custom Consumer Groups
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- Brand of adult pain reliever used by parent
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- Figure 57: OTC pediatrics purchased in past 12 months, by OTC pain medication used by parent, July 2010
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- Figure 58: Sources consult for OTC pediatric purchases, by OTC pain medication used, by parent, July 2010
- Age of child in household
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- Figure 59: OTC pediatrics purchased in past 12 months, by age of child in HH, July 2010
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- Figure 60: Concerns and habits regarding OTC pediatric purchases, by age of child in HH, July 2010
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- Figure 61: Sources consult for OTC pediatric purchases, by age of child in HH, July 2010
Appendix—Other Useful Consumer Tables
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- Figure 62: OTC pediatrics purchased in past 12 months, by age of parent, July 2010
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- Figure 63: OTC pediatrics purchased in past 12 months, by household income, July 2010
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- Figure 64: Concerns about OTC pediatrics, by household income, July 2010
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- Figure 65: Sources consult for OTC pediatric purchases, by household income, July 2010
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- Figure 66: Importance factors when selecting OTC pediatrics, by household income, July 2010
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Appendix—Trade Associations
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