Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast value sales of children’s OTC and healthcare, 2006-16
- Children’s OTC and healthcare market segmentation
- Market factors
- Use of cough and cold remedies in children
- Child population
- Product efficacy
- Companies, brands and innovation
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- Figure 2: Manufacturers’ shares in UK retail value sales of children’s OTC and healthcare products, 2010
- Johnson & Johnson dominates
- Innovation
- The consumer
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- Figure 3: Purchase of children’s medicines in the last 12 months, 2009 and 2011
- Figure 4: How parents treat pain and cold/flu symptoms in their child(ren), April 2011
- Wait and see
- Quick to medicate
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- Figure 5: Factors influencing choice of children’s OTC painkillers and cold/flu remedies, April 2011
- Fast acting is important for school-aged children
- Flavour and format
- Asking for advice
- What we think
Issues in the Market
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- What impact has the recent change to MHRA regulations had on the children’s OTC and healthcare market?
- What impact has RB’s acquisition of SSL International’s OTC brands had on market shares in the children’s OTC and healthcare market?
- What factors are most important to parents when choosing OTC and healthcare products for their child?
- How do attitudes towards OTC medication differ when adults buy for themselves as opposed to when buying for their children?
Future Opportunities
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- Trend: Sense of the Intense
- Trend: Totophobia
Internal Market Environment
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- Key points
- Rise in GP consultations
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- Figure 6: Number of GP consultations per person per year, by gender and age (0-19), Great Britain, 2004/05-2008/09
- The role of the internet
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- Figure 7: Broadband internet penetration, by age of children in household, 2004-10
- Sources of advice or information
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- Figure 8: Sources of advice or information regarding health issues, 2010
- Children passing on cold/flu symptoms to parents
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- Figure 9: Cold/flu symptoms suffered by adults in the last 12 months, by age of children in household, 2010
- MHRA regulations
- Absence from school
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- Figure 10: Absence rates among school-aged children, as reported in school census, 2006/07-2008/09
Broader Market Environment
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- Key points
- Population growth will support demand for children’s OTC remedies
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- Figure 11: Projected trends in the UK population, by age group, 2011-16
- Figure 12: Trends in the age structure of the UK child population, 2006-16
- Child Benefit
- Consumer confidence
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- Figure 13: GfK NOP Consumer Confidence Index, January 2006-April 2011
- Flu jabs cause side effects in children
Competitive Context
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- Key points
- Paediatric sectors as a proportion of total market
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- Figure 14: UK retail value sales of selected OTC sectors and paediatrics’ percentage share of these sectors, 2009-11
- Prescription medicine puts a brake on sales
- Internet encourages self-medication
- Alternative remedies could pose a threat following MHRA legislation
- Vitamin supplements that appeal to children
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
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- Figure 15: New product activity in children’s OTC and healthcare market, % share, by target age group, 2005-10
- Decongestive, cough, cold and flu relief
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- Figure 16: Innovation in children’s OTC and healthcare, % share, by sub-category, January 2009-June 2011
- Head lice treatments
- Pain relief
- Digestive and detoxifying treatments
- Botanical and herbal launches
- Sugar-free launches
- Innovations by format
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- Figure 17: Innovation in OTC pain and cold/flu remedies, % share, by format, 2005-10
- Innovations by manufacturer
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- Figure 18: Top manufacturers in children’s OTC and healthcare market, by number of new products launched, January 2009-July 2011
Market Size and Forecast
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- Key points
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- Figure 19: UK retail value sales of children’s OTC and healthcare products, 2006-16
- Future of the market
- Forecast
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- Figure 20: Best- and worst-case forecast value sales of children’s OTC and healthcare, 2006-16
Segment Performance
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- Key points
- Paediatric analgesics dominate
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- Figure 21: UK retail value sales of children’s OTC and healthcare, by sector, 2009-11
- Paediatric cough liquids and cold remedies
- Head lice remedies sector in value decline
- Sales by product format
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- Figure 22: UK retail value sales of children’s OTC and healthcare products, by format, oral vs. topical, 2009-11
Market Share
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- Key points
- Retail sales by manufacturer
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- Figure 23: Manufacturers’ shares in value sales of children’s OTC and healthcare products, 2008-10
- Johnson & Johnson is market leader, ahead of Reckitt Benckiser
- Other brands account for a 44% share of the market
- Boots enjoys value growth
Companies and Products
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- Johnson & Johnson
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- Figure 24: Products launched by J&J in the children’s OTC and healthcare market, August 2009-May 2011
- Reckitt Benckiser
- Procter & Gamble
- Novartis
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- Figure 25: Products launched by Novartis in the children’s OTC and healthcare market, August 2009-May 2011
- Thornton & Ross
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- Figure 26: Products launched by Thornton & Ross in the children’s OTC and healthcare market, August 2009-May 2011
- Boots
- Tesco
Brand Communication and Promotion
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- Key points
- Topline adspend
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- Figure 27: Main monitored media advertising spend on children’s OTC products, 2006-11
- Spend by children’s OTC Category
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- Figure 28: Main monitored media advertising spend on children’s OTC products, % share, by sector, 2008-11
- TV is the main advertising channel
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- Figure 29: Main monitored media advertising expenditure on children’s OTC, % share, by media type, 2008-10
- Johnson & Johnson dominates adspend
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- Figure 30: Main monitored media advertising spend on children’s OTC, % share, by leading advertiser, 2010
Channels to Market
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- Key points
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- Figure 31: UK retail value sales of children’s OTC and healthcare products, by outlet type, 2008-10
- Chemists and drugstores dominate value sales
- Grocery multiples account for over a third of sales
- Health food stores
- Others channels
The Consumer – Types of Children’s Remedies Purchased
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- Key points
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- Figure 32: Purchase of children’s medicines bought in the last 12 months, 2009 and 2011
- Cough/colds and fever/pain relief remedies dominate purchasing
- Parents are turning to alternative home remedies for head lice
- Number of children’s OTC remedies purchased
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- Figure 33: Number of children’s OTC remedies purchased in the last 12 months, April 2011
The Consumer – How Symptoms of Pain and Cold/Flu are Treated in Children
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- Key points
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- Figure 34: How parents treat pain and cold/flu symptoms in their child(ren), April 2011
- Wait and see
- Quick to medicate
- External treatments
- Doing nothing
The Consumer – Influence of Purchase of Children’s OTC Pain and Cold/Flu Remedies
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- Key points
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- Figure 35: Factors influencing choice of children’s OTC painkillers and cold/flu remedies, April 2011
- Fast acting is important for school-aged children
- Flavour and format
- Asking for advice
- Younger parents go for well-known brands…
- …and low-income households buy on price
Attitudes towards Children’s OTC Painkillers and Cold/Flu Medicine
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- Key points
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- Figure 36: Attitudes towards children’s OTC pain and cold and flu remedies, April 2011
- Older parents are less inclined to buy branded as opposed to own-label
- Symptom-specific products
- Sticking to the same products
- Portability
Appendix – Internal Market Environment
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- Figure 37: Broadband usage, by demographics, 2010
- Figure 38: Influence of the media amongst parents, by demographics, 2010
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- Figure 39: Most popular sources of advice or information regarding health issues, by demographics, 2010
- Figure 40: Next most popular sources of advice or information regarding health issues, by demographics, 2010
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Appendix – The Consumer – Types of Children’s Remedies Purchased
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- Figure 41: Types of remedies bought in the last 12 months, by demographics, April 2011
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Appendix – The Consumer – How Symptoms of Pain and Cold/Flu are Treated in Children
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- Figure 42: Methods used to treat child/children’s pain symptoms, by demographics, April 2011
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- Figure 43: Further methods used to treat child/children’s pain symptoms, by demographics, April 2011
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Appendix – The Consumer – Influence of Purchase of Children’s OTC Pain and Cold/Flu Remedies
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- Figure 44: Factors influencing choice of children’s OTC painkillers and cold/flu remedies, , by demographics, April 2011
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- Figure 45: Next most popular factors influencing choice of children’s OTC painkillers and cold/flu remedies, by demographics, April 2011
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- Figure 46: Most popular factors influencing choice of children’s OTC painkillers and cold/flu remedies, by most popular factors influencing choice of children’s OTC painkillers and cold/flu remedies, April 2011
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Appendix – The Consumer – Attitudes towards Children’s OTC Painkillers and Cold/flu Medicine
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- Figure 47: Attitudes towards children’s OTC painkillers and cold/flu medicine, by demographics, April 2011
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