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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- Sales of remedies sold through food, drug, and mass dip slightly
- Market driven by flu/cold incidence, population growth among women, children, elderly
- Moderate 2009-10 flu season hurt 2010 sales
- One billion colds annually; 50 million allergy sufferers
- Female, child, and elderly populations all forecast to increase
- Competition from prescription and alternative remedies
- Prescription medicines
- Alternative remedies
- Home remedies and treatment options
- Functional foods: future threat?
- Tablets top the FDMx market
- Drug chains garner most OTC remedy business
- J&J loses 25% in sales after brand recalls
- Children’s remedies, fast-acting medicines top trends
- Marketing strategies
- Usage and frequency of use
- Preventive healthcare measures
- Ailment-specific treatment
- Cough, cold, and sore throat
- Flu
- Purchase considerations and attitudes toward cold remedies
- Allergies
- Treating allergies and attitudes toward allergy medicine
- Impact of race/Hispanic origin
Insights and Opportunities
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- Tech advances that aid prevention and medication
- In-store clinics present an opportunity for retailer/brand integration
- Ongoing product recalls spell opportunity for natural ingredients
- Allergen-free accommodations: an opening for brand partnership?
Inspire Insights
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- Inspire Trend: Brand Review
Market Size and Forecast
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- Key points
- Moderate 2009-10 flu season and product recalls dampen sales
- Alternative medicines threaten OTC remedy sales
- Private label sales decelerate decline
- Sales and forecast of cold, flu, and allergy remedies
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- Figure 1: U.S. FDMx retail sales and forecast of cold, flu, and allergy remedies, at current prices, 2005-15
- Figure 2: U.S. FDMx retail sales and forecast of cold, flu, and allergy remedies, at inflation-adjusted prices, 2005-15
- Fan chart forecast
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- Figure 3: FDMx sales and fan chart forecast of cold, flu, and allergy remedies, at current prices, 2005-15
- Walmart sales
Market Drivers
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- Incidence and severity of cold, flu, and allergy
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- Figure 4: U.S. seasonal flu severity, 2001-10
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- Figure 5: Population of OTC flu remedy users, based on those confirmed to have the flu, by gender, 2011-16
- Women, children, elderly most susceptible to infection
- Children will grow in number between 2011 and 2016
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- Figure 6: U.S. child population, by age, 2006-16
- Women set to increase in the population between 2011 and 2016
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- Figure 7: Female population, by age, 2006-16
- Elderly population expected to grow more than any other demographic
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- Figure 8: U.S. adult population, by age, 2006-16
Competitive Context
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- Rx medicines compete with OTC remedies
- Alternative remedies also pose a challenge to OTC medicines
- Home remedies also prevent some sales of OTC medicines
- Functional food/drinks may be a future competitive threat
Segment Performance
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- Key points
- Tablets lead and post the only FDMx gains between 2009 and 2010
- Liquids, nasal products drop sales
- Sales of cold, flu, and allergy remedies, by segment
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- Figure 9: FDMx sales of cold, flu, and allergy remedies, segmented by type, 2009 and 2010
Segment Performance—Cold/Allergy/Sinus Tablets
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- Key points
- Tablets continue to benefit from Rx switches
- Private label tablets generate substantial FDMx sales
- Sales and forecast of cold/allergy/sinus tablets
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- Figure 10: U.S. FDMx sales and forecast of cold/allergy/sinus tablets, at current prices, 2005-15
Segment Performance—Cold/Allergy/Sinus Liquids
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- Key points
- Liquids plagued by product recalls while switch products fail to keep pace
- Private label decelerates losses
- Sales and forecast of cold/allergy/sinus liquids
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- Figure 11: U.S. FDMx sales and forecast of cold/allergy/sinus liquid, at current prices, 2005-15
Segment Performance—Nasal Products
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- Key points
- Nasal product decline; further losses expected due to Zicam recall
- Sales and forecast of nasal products
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- Figure 12: U.S. FDMx sales and forecast of nasal products, at current prices, 2005-15
Retail Channels
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- Key points
- Drug stores maintain reputation as top healthcare retailer
- Food and mass stores fail to match drug stores
- Sales of cold, flu, and allergy remedies, by channel
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- Figure 13: U.S. retail sales of market, by channel, 2009 and 2010
Retail Channels—Drug Stores
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- Key points
- Sales slip in 2010, but drug stores more actively pursue healthcare services
- Drug store sales of cold, flu, and allergy remedies
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- Figure 14: U.S. drug store sales of cold, flu, and allergy remedies, at current prices, 2005-10
Retail Channels—Other FDMx
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- Key point
- Food and mass drop sales for the second year in a row
- Other FDMX sales of cold, flu, and allergy remedies
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- Figure 15: U.S. other FDMx store sales of cold, flu, and allergy remedies, at current prices, 2010
Leading Companies
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- Key points
- J&J falls dramatically on the heels of product recalls
- Schering-Plough, Reckitt Benckiser, P&G all grow
- Manufacturer sales of cough, cold, and throat remedies
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- Figure 16: Manufacturer FDMx sales of cold, flu, and allergy remedies in the U.S., 2010 and 2011
Brand Share—Cold/Allergy/Sinus Tablets
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- Key points
- J&J still tops tablet segment despite recall troubles
- Claritin continues its climb for Schering-Plough
- Some Mucinex brands grow
- Vicks drives solid growth for P&G
- Private label capitalizes on tough economy, consumer sentiment
- Manufacturer and brand sales of cold/allergy/sinus tablets
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- Figure 17: Selected FDMx brand sales and market share of cold/allergy/sinus tablets in the U.S., 2009 and 2010
Brand Share—Cold/Allergy/Sinus Liquids
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- Key points
- Vicks increases give P&G the most growth in the liquids segment
- J&J spirals following wide-ranging product recalls
- Wyeth increases with Robitussin CF Max and Dimetapp Cold & Cough
- Robitussin TV ad
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- Figure 18: Robitussin relief finder television ad, 2010
- Theraflu and Triaminic boost FDMx Novartis sales
- Private label grows 19%
- Manufacturer and brand sales of cold/allergy/sinus liquids
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- Figure 19: Selected FDMx brand sales and market share of cold/allergy/sinus liquids in the U.S., 2009 and 2010
Brand Share—Nasal Products
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- Key points
- Nondrug remedies capitalize on negative attention surrounding Zicam
- Manufacturer and brand sales of nasal products
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- Figure 20: Selected FDMx brand sales and market share of nasal products in the U.S., 2009 and 2010
Natural Channel Sales
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- Key points
- Sales fluctuate in the natural channel
- Sales of cold, flu, and allergy products in the natural channel
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- Figure 21: Natural supermarket sales of cold, flu, and allergy products, at current prices, 2009-11
- Figure 22: Natural supermarket sales of cold, flu, and allergy products, at inflation-adjusted prices, 2009-11
- Natural channel sales by segment
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- Figure 23: Natural supermarket sales of cold, flu, and allergy products, by segment, 2009 and 2011
- Natural channel sales by product type
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- Figure 24: Natural supermarket sales of cold, flu, and allergy products, by product type, 2008 and 2010*
- Leading brands
Innovation and Innovators
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- Cough/cold/flu remedy launches outpace allergy remedy launches
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- Figure 25: Number of cough/cold/flu remedy launches vs. number of allergy remedy launches, 2004-10
- Children’s and fast-acting remedies top new product categories
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- Figure 26: Cold, flu, and allergy product claims, 2004-10
- Fast-acting remedies
- Children’s remedies
- Homeopathic remedies
Brands and Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Zyrtec
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- Figure 27: Brand analysis of Zyrtec, 2011
- Online initiatives
- Zyrtec TV presence
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- Figure 28: Zyrtec television ad, 2010
- Brand analysis: Claritin
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- Figure 29: Brand analysis of Claritin, 2011
- Online initiatives
- Claritin TV presence
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- Figure 30: Claritin television ad, 2011
- Brand analysis: Mucinex
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- Figure 31: Brand analysis of Mucinex, 2011
- Online initiatives
- Mucinex TV presence
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- Figure 32: Mucinex television ad, 2011
- Brand analysis: Vicks
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- Figure 33: Brand analysis of Vicks, 2011
- Online initiatives
- Vicks TV presence
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- Figure 34: Vicks television ad, 2010
Usage
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- Key points
- Six in 10 report using remedies
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- Figure 35: Usage of cold, allergy, and sinus remedies, by gender, July 2009-September 2010
- Respondents aged 35-54 most likely to report using remedies
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- Figure 36: Usage of cold, allergy, and sinus remedies, by age, July 2009-September 2010
Types of Cold/Allergy/Sinus Formulations Used
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- Key points
- Most use 12-hour formulations
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- Figure 37: Types of cold/allergy/sinus formulations used, by gender, July 2009-September 2010
- Use of four to six-hour formulations decreases with age
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- Figure 38: Types of cold/allergy/sinus formulations used, by age, July 2009-September 2010
Brands of Cold/Allergy/Sinus Remedies Used
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- Key points
- Respondents use Tylenol, Vicks, Benadryl most
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- Figure 39: Summary of top 10 cold/allergy/sinus brands used, by gender, July 2009-September 2010
- Those aged 18-34 report using Tylenol, Vicks more than older respondents
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- Figure 40: Summary of top 10 cold/allergy/sinus brands used, by age, July 2009-September 2010
- Use of Sudafed increases with household income
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- Figure 41: Summary of top 10 cold/allergy/sinus brands used, by household income, July 2009-September 2010
Usage Frequency
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- Key points
- Allergy remedies are used most frequently
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- Figure 42: Frequency of use of cold/allergy/sinus remedies, by gender, July 2009-September 2010
- Those aged 18-24 are the most likely to use allergy meds one to six times per year
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- Figure 43: Frequency of use of cold/allergy/sinus remedies, by age, July 2009-September 2010
Preventive Healthcare Measures
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- Key points
- Hand washing, vitamin regimen top preventive measures
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- Figure 44: Preventive healthcare measures in past 12 months, by gender, January 2011
- Older respondents most likely to wash hands frequently, take vitamins
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- Figure 45: Preventive healthcare measures in past 12 months, by age, January 2011
- Lowest-income households least likely to take preventive measures
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- Figure 46: Preventive healthcare measures in past 12 months, by household income, January 2011
Cough, Cold, and Flu Sufferers
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- Key points
- Cough, cold, sore throat reported more than flu
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- Figure 47: Cough, cold, and flu experienced in the past 12 months, by gender, January 2011
- Incidence is highest among those aged 18-44
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- Figure 48: Cough, cold, and flu experienced in the past 12 months, by age, January 2011
Cough, Cold, Sore Throat Treatment
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- Key points
- Women report more use of OTC, herbal, and home remedies than men
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- Figure 49: Treating a cough, cold, or sore throat, by gender, January 2011
- Senior respondents least likely to use a range of OTC remedies
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- Figure 50: Treating a cough, cold, or sore throat, by age, January 2011
Flu Treatment
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- Key points
- Respondents use OTC for flu less than for cough/cold/sore throat
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- Figure 51: Treating flu, by gender, January 2011
- Respondents aged 18-34 most likely to use a range of OTC
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- Figure 52: Treating flu, by age, January 2011
Product Considerations
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- Key points
- Fast acting, long lasting cited as most important product attributes
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- Figure 53: Importance rating of cough/cold/flu medicine attributes, January 2011
- Female respondents appear more concerned with product attributes
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- Figure 54: Importance rating of cough/cold/flu remedies, by gender, January 2011
- Lower-income respondents most likely to cite price as important
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- Figure 55: Importance rating of cough/cold/flu remedies, by household income, January 2011
Attitudes Toward and Concerns About Cough/Cold/Flu Medicine
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- Key points
- A majority agree that brand name is not always worth the extra price
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- Figure 56: Attitudes and concerns about medicine, by gender, January 2011
- Those aged 55+ most concerned with side effects/negative interactions
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- Figure 57: Attitudes and concerns about medicine, by age, January 2011
Allergy Sufferers
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- Key points
- Female respondents more likely to report allergies
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- Figure 58: Allergies experienced in the past 12 months, by gender, January 2011
- Nonfood allergies appear to decrease among seniors
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- Figure 59: Allergies experienced in the past 12 months, by age, January 2011
Treating Nonfood Allergies
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- Key points
- Most respondents use OTC for seasonal and other nonfood allergies
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- Figure 60: Overview of allergy treatments used, by allergy type, January 2011
- Senior respondents least likely to use OTC for seasonal allergies
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- Figure 61: Treating seasonal/outdoor allergies, by age, January 2011
- 18-34 most likely to use decongestants for other nonfood allergies
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- Figure 62: Treating other nonfood allergies, by age, January 2011
- HH income of $50K+ means more OTC and Rx for other nonfood allergies
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- Figure 63: Treating other nonfood allergies, by household income, January 2011
Allergy Medicine Side Effects
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- Key points
- Drowsiness, dry mouth, sleepiness top list of side effects experienced
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- Figure 64: Allergy medicine side effects experienced, by gender, January 2011
- Respondents under 45 are the most likely to experience side effects
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- Figure 65: Allergy medicine side effects experienced, by age, January 2011
Attitudes Toward and Concerns About Allergy Medicine
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- Key points
- A majority applaud Rx-to-OTC allergy remedy switches
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- Figure 66: Attitudes and concerns about allergy medicine, by gender, January 2011
- Over-65s most likely to agree private label equivalent to national brands
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- Figure 67: Attitudes and concerns about allergy medicine, by age, January 2011
Impact of Race and Hispanic Origin
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- Key points
- Black respondents most likely to take preventive measure
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- Figure 68: Preventive healthcare measures in past 12 months, by race/Hispanic origin, January 2011
- Cough, sore throat and flu experienced in past year
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- Figure 69: Cough, cold, and flu experienced in the past 12 months, by race/Hispanic origin, January 2011
- Blacks most likely to use Rx as well as a range of OTC remedies
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- Figure 70: Treating a cough, cold or sore throat, by race/Hispanic origin, January 2011
- Blacks, Hispanics report a range of important purchase considerations
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- Figure 71: Importance rating of cough/cold/flu remedies, by race/Hispanic origin, January 2011
- Blacks most likely to worry about side effects, negative interactions
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- Figure 72: Attitudes and concerns about medicine, by race/Hispanic origin, January 2011
- Blacks most likely to use Rx as well as OTC decongestants
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- Figure 73: Treating seasonal/outdoor allergies, by race/Hispanic origin, January 2011
- Blacks, Hispanics more likely to have concerns about allergy remedies
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- Figure 74: Attitudes and concerns about allergy medicine, by race/Hispanic origin, January 2011
Cluster Analysis
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- Cluster 1: Natural Experimenters
- Characteristics
- Opportunity
- Cluster 2: Concerned Moderates
- Characteristics
- Opportunity
- Cluster 3: Passive Sufferers
- Characteristics
- Opportunity
- Characteristic tables
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- Figure 75: Cold, flu, and allergy remedies consumer clusters, January 2011
- Figure 76: Cough, cold, flu, and allergies experienced in the past 12 months, by clusters, January 2011
- Figure 77: Preventive healthcare measures in past 12 months, by clusters, January 2011
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- Figure 78: Treating a cough, cold, or sore throat, by clusters, January 2011
- Figure 79: Importance rating of cough/cold/flu remedies, by clusters, January 2011
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- Figure 80: Attitudes and concerns about medicine, by clusters, January 2011
- Demographic tables:
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- Figure 81: Cold, flu, and allergy remedies consumer clusters by gender, January 2011
- Figure 82: Cold, flu, and allergy remedies consumer clusters by age, January 2011
- Figure 83: Cold, flu, and allergy remedies consumer clusters by household income, January 2011
- Figure 84: Cold, flu, and allergy remedies consumer clusters by race/Hispanic origin, January 2011
- Cluster methodology
Custom Consumer Groups
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- Key points
- Midwestern respondents most likely to use OTC for cough/cold/sore throat
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- Figure 85: Treating a cough, cold, or sore throat, by region, January 2011
- Presence of children raises concerns about cough/cold/sore throat remedies
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- Figure 86: Attitudes and concerns about medicine, by presence of children, January 2011
SymphonyIRI Group Builders Panel Data
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- Cold/allergy/sinus tablets
- Consumer insights on key purchase measures
- Brand map
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- Figure 87: Brand map, selected brands of cold/allergy/sinus tablets buying rate by household penetration, 52 weeks ending June 27, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 88: Key purchase measures for the top brands of cold/allergy/sinus tablets, by household penetration, 52 weeks ending June 27, 2010
- Cold/allergy/sinus liquids
- Consumer insights on key purchase measures
- Brand map
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- Figure 89: Brand map, selected brands of cold/allergy/sinus liquids buying rate by household penetration, 52 weeks ending June 27, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 90: Key purchase measures for the top brands of cold/allergy/sinus liquids, by household penetration, 52 weeks ending June 27, 2010
Appendix—Other Useful Consumer Tables—Household Income
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- Cough, cold, sore throat and flu
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- Figure 91: Cough, cold, and flu experienced in the past 12 months, by household income, January 2011
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- Figure 92: Treating a cough, cold, or sore throat, by household income, January 2011
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- Figure 93: Treating flu, by household income, January 2011
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- Figure 94: Attitudes and concerns about medicine, by household income, January 2011
- Allergy sufferers
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- Figure 95: Allergies experienced in the past 12 months, by household income, January 2011
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- Figure 96: Treating seasonal/outdoor allergies, by household income, January 2011
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- Figure 97: Allergy medicine side effects experienced, by household income, January 2011
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- Figure 98: Attitudes and concerns about allergy medicine, by household income, January 2011
Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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