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
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- Figure 1: Fan chart of market value for sales of cough and throat remedies, at current prices, 2006-16
- Market factors
- Trends in flu
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- Figure 2: Google flu trends, 2006-11
- Shifts in population
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- Figure 3: U.S. population change, by age, 2011-16
- Market segmentation
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- Figure 4: Total U.S. retail sales of cough and throat remedies, by segment, 2010 and 2011
- Retail channels
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- Figure 5: Total U.S. retail sales of cough and throat remedies, by channel, 2010 and 2011
- Innovation
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- Figure 6: Trends in product launch types of decongestive, cough, cold, and flu relief product, 2006-11
- The consumer
- OTC remedies most popular treatment method
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- Figure 7: Treating a cough, cold, or sore throat, January 2012
- Consumers are prepared to fight cough and sore throat ailments…
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- Figure 8: Cough and throat preparedness, January 2012
- …but many shop for products best suited for current symptoms
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- Figure 9: Factors impacting remedy choice, January 2012
- Product specifications
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- Figure 10: Product specifications—specific vs. general purpose, January 2012
- On-the-go and fast-acting features are important to consumers
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- Figure 11: Important product attributes, January 2012
- Consumer attitudes and concerns
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- Figure 12: Concerns about cough/sore throat remedies, January 2012
- What we think
Insights and Opportunities
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- Target young adults
- Attracting the 18-24 adult consumer
- In-store clinics
Inspire Insights
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- Trend: Access All Areas
- Trend: Mood to Order
Market Size
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- Key points
- Growth largely depends on the severity of cold and flu seasons
- Uptick in usage of retail medical clinics benefits market
- Immediate market outlook weak
- Sales and forecast of cough and throat remedies
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- Figure 13: Total U.S. retail sales of cough and throat remedies, at current prices, 2006-16
- Figure 14: Total U.S. retail sales of cough and throat remedies, at inflation-adjusted prices, 2006-16
- Walmart sales
- Fan chart forecast
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- Figure 15: Fan chart of market value for sales of cough and throat remedies, at current prices, 2006-16
Market Drivers
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- Fluctuations in severity of flu seasons impact market sales
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- Figure 16: U.S. seasonal flu severity, 2001-11
- Figure 17: Google flu trends, 2006-11
- Children, seniors, and women most susceptible to cold/flu
- Child population set to increase
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- Figure 18: U.S. child population, by age, 2006-16
- Senior population is a fast-growing demographic
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- Figure 19: U.S. adult population, by age, 2006-16
- Slow growth in population of women in prime child-rearing years
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- Figure 20: U.S. adult female population, by age, 2006-16
- Race and Hispanic origin impact usage of cough and throat remedies
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- Figure 21: U.S. population, by race and Hispanic origin, 2006-16
- Self-diagnosis and treatment habits favor OTC remedy sales
- Percentage of uninsured Americans continues to rise
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- Figure 22: Percentage of uninsured Americans, 2008-11
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- Figure 23: Number of uninsured in U.S., 2006-10
- High unemployment rate persists
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- Figure 24: Unemployment and underemployment rates, January 2007-February 2012
Competitive Context
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- Competition from homeopathic and herbal remedies is mounting
- OTC remedy recalls open the door for homeopathic remedies
- Opportunity: incorporate a more natural approach to cough and sore throat remedies
Segment Performance
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- Key points
- Cough/sore throat drops account for majority of market sales
- Sales of cough and throat remedies, by segment
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- Figure 25: Total U.S. retail sales of cough and throat remedies, by segment, 2010 and 2011
Segment Performance—Cough and Sore Throat Drops
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- Key points
- Drops meet demands for convenience, palatability, and affordability
- Marketers leverage “other” usage opportunities for drops
- Sales and forecast of cough and sore throat drops
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- Figure 26: Total U.S. retail sales of cough and sore throat drops, at current prices, 2006-16
Segment Performance—Cough Syrup
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- Key points
- Steady growth in sales of cough syrup
- Sales and forecast of cough syrup
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- Figure 27: Total U.S. retail sales of cough syrup, at current prices, 2006-16
Segment Performance—Liquid Sore Throat Remedies
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- Key points
- Sore throat remedies underperform
- Sales and forecast of liquid sore throat remedies
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- Figure 28: Total U.S. retail sales of liquid sore throat remedies, at current prices, 2006-16
Retail Channels
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- Key points
- Drug store channel succeeds with healthcare expertise
- Sales of cough and throat remedies, by channel
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- Figure 29: Total U.S. retail sales of cough and throat remedies, by channel, 2010 and 2011
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 30: U.S. drug store sales of cough and throat remedies, at current prices, 2006-11
Retail Channels—Supermarkets
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- Key points
- Lackluster sales of cough and throat remedies at supermarkets
- Supermarket sales of cough and throat remedies
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- Figure 31: U.S. supermarket sales of cough and throat remedies, at current prices, 2006-11
Retail Channels—Other Channels
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- Key points
- Other channels post little growth over time
- Other channel sales of cough and throat remedies
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- Figure 32: U.S. sales of cough and throat remedies through other channels, at current prices, 2006-11
Leading Companies
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- Key points
- Top two companies are segment leaders
- Ricola finds growth while Pfizer and P&G experience losses
- Manufacturer sales of cough and throat remedies
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- Figure 33: Top FDMx manufacturer sales of cough and throat remedies in the U.S., 2010-11
Brand Share—Cough and Sore Throat Drops
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- Key points
- Halls far outsells all other brands
- Ricola continues to grow while attracting more competition
- Manufacturer and brand sales of cough and sore throat drops
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- Figure 34: Top FDMx manufacturer and brand sales of cough and sore throat drops in the U.S., 2011-12
Brand Share—Cough Syrup
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- Key points
- Delysm brand sales growth can’t offset declines in Robitussin and Vicks
- Private label sales outpace segment performance
- Manufacturer and brand sales of cough syrup
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- Figure 35: Top FDMx manufacturer and brand sales of cough syrup in the U.S., 2011-12
Brand Share—Liquid Sore Throat Remedies
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- Key points
- Chloraseptic dominates brand share of liquid sore throat remedies
- Manufacturer and brand sales of liquid sore throat remedies
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- Figure 36: Top FDMx manufacturer and brand sales of liquid sore throat remedies in the U.S., 2011-12
Innovation and Innovators
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- Decline in new product launch activity
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- Figure 37: Trends in product launch types of decongestive, cough, cold, and flu relief product, 2006-11
- Downshift in private label innovation
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- Figure 38: Private label trends in decongestive, cough, cold, and flu relief products, 2006-11
- Marketers leverage functional claims in product launches
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- Figure 39: Claim category trends in decongestive, cough, cold, and flu relief products, 2006-11
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- Figure 40: Claim trends in decongestive, cough, cold, and flu relief products, 2006-11
Marketing Strategies
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- Overview
- Brand analysis: Alka-Seltzer Plus
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- Figure 41: Alka-Seltzer Plus, Truth Helps ad, October 2011-January 2012
- Figure 42: Brand analysis of Alka-Seltzer, 2012
- Brand analysis: Cepacol
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- Figure 43: Cepacol, Tame the Pain ad, October 2011-November 2011
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- Figure 44: Cepacol.com monthly people, April 2011-February 2012
- Figure 45: Cepacol printable coupon, April 2012
- Figure 46: Brand analysis of Cepacol, 2012
- Brand analysis: Mucinex
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- Figure 47: Mucinex, Mucus Gone ad, November 2011
- Figure 48: Brand analysis of Mucinex, 2012
- Brand analysis: Ricola
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- Figure 49: Ricola, Resume the Talking ad, September 2011-March 2012
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- Figure 50: Brand analysis of Ricola, 2012
- Brand analysis: Robitussin
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- Figure 51: Robitussin, Cold Aisle Simplified ad, September 2011-February 2012
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- Figure 52: Robitussin home page, April 2012
- Figure 53: Brand analysis of Robitussin, 2012
- Brand analysis: Vicks DayQuil
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- Figure 54: Vicks DayQuil, Relieves it All ad, September 2011-January 2012
- Figure 55: Brand analysis of Vicks, 2012
Ailments Experienced
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- Key points
- The majority of adults have experienced cough or sore throat symptoms
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- Figure 56: Ailments experienced, January 2012
- Women are more likely to have had cough, cold, or sore throat symptoms
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- Figure 57: Ailments experienced, by gender, January 2012
- Younger age groups more likely to have cough, cold, sore throat ailments
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- Figure 58: Ailments experienced, by age, January 2012
- Symptoms more common among larger households
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- Figure 59: Ailments experienced, by household size, January 2012
- Part- and full-time workers more likely to experience ailments
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- Figure 60: Ailments experienced, by employment, January 2012
Treating Coughs, Colds, and Sore Throats
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- Key points
- Over-the-counter remedies are the go-to solution in treatment
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- Figure 61: Treating a cough, cold, or sore throat, January 2012
- Treating a cough and sore throat
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- Figure 62: Treating a cough and sore throat, by gender, January 2012
- Rest is a typical treatment among young respondents
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- Figure 63: Treating a cough and sore throat, by age, January 2012
- Part-time/self-employed workers opt for rest as treatment for cough or sore throat
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- Figure 64: Treating a cough, by employment, January 2012
- Figure 65: Treating a sore throat, by employment, January 2012
Products Used to Treat Cough and Sore Throat
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- Key points
- The majority of cough/sore throat sufferers choose cough remedies
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- Figure 66: Products used to soothe a cough/sore throat, January 2012
- Women more likely to choose cough/sore throat drops
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- Figure 67: Products used to soothe a cough/sore throat, by gender, January 2012
- 25-44 year olds more likely to choose cold medicines
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- Figure 68: Products used to soothe a cough/sore throat, by age, January 2012
Product Types and Brands Purchased
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- Key points
- Cough syrup
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- Figure 69: Types of cough syrup used, July 2010-September 2011
- Older respondents are less likely to use cough syrups
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- Figure 70: Types of cough syrup used, by age, July 2010-September 2011
- Robitussin most widely used brand of cough syrup
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- Figure 71: Brands of cough syrup used, by age, July 2010-September 2011
- Sore throat remedies
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- Figure 72: Types of sore throat product used, July 2010-September 2011
- Young respondents more likely to use all types of sore throat remedy
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- Figure 73: Types of sore throat product used, by age, July 2010-September 2011
- Halls is the most widely used brand of sore throat products
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- Figure 74: Brands of sore throat products used, by age, July 2010-September 2011
Cough and Sore Throat Preparedness
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- Key points
- Most adults have cough/throat remedies on hand
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- Figure 75: Cough and throat preparedness, January 2012
- Younger adults less likely to be prepared
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- Figure 76: Cough and throat preparedness, by age, January 2012
- Affluent consumers tend to be prepared with products on hand
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- Figure 77: Cough and throat preparedness, by household income, January 2012
- Full-time workers prepared for cough/throat ailments
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- Figure 78: Cough and throat preparedness, by employment, January 2012
- Less prepared tend to buy products that fit symptoms they have at the moment
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- Figure 79: Factors impacting remedy choice, by cough and throat preparedness, January 2012
Factors Impacting Remedy Choice
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- Key points
- Two out of five users want a product recommendation
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- Figure 80: Factors impacting remedy choice, January 2012
- Women more likely to pick a product based on symptoms
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- Figure 81: Factors impacting remedy choice, by gender, January 2012
- Older adults stick with what they know; young users rely on friend recommendations
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- Figure 82: Factors impacting remedy choice, by age, January 2012
Product Specifications
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- Key points
- Types of cough and throat remedy used or sought out
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- Figure 83: Product specifications, January 2012
- Young consumers tend to use general-purpose remedies
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- Figure 84: Product specifications, by age, January 2012
Important Product Attributes
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- Key points
- Fast-acting is a very important factor in driving product purchase
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- Figure 85: Important product attributes, January 2012
- Women prefer products that are gentle on their stomach
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- Figure 86: Important product attributes, by gender, January 2012
- Older adults more likely to need a product that’s gentle on stomach
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- Figure 87: Important product attributes, by age, January 2012
- Self-employed look for fast-acting remedies
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- Figure 88: Important product attributes, by employment, January 2012
Cough and Throat Remedies Attitudes and Concerns
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- Key points
- On-the-go remedies helpful
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- Figure 89: Attitudes toward cough/sore throat remedies, January 2012
- Young users are concerned about developing immunities and prefer on-the-go packaging
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- Figure 90: Attitudes toward cough/sore throat remedies, by age, January 2012
- Larger households prefer on-the-go medicine and are open to trying new products
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- Figure 91: Attitudes toward cough/sore throat remedies, by household size, January 2012
- Self-employed prefer medicines for on-the-go use
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- Figure 92: Attitudes toward cough/sore throat remedies, by employment, January 2012
Kids and Cough/Sore Throat Remedies
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- Key points
- Safety top concern
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- Figure 93: Kids and cough/sore throat remedies, by gender, January 2012
- Younger parents tend to be more worried about safety
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- Figure 94: Kids and cough/sore throat remedies, by age, January 2012
Impact of Race/Hispanic Origin
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- Key points
- Asians and Hispanics prone to cough, cold, and sore throat ailments
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- Figure 95: Ailments experienced, by race/Hispanic origin, January 2012
- Blacks use home remedies to treat a cough and sore throat
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- Figure 96: Treating a cough and sore throat, by race/Hispanic origin, January 2012
- Hispanics more likely to turn to cold medicines to treat cough/sore throat
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- Figure 97: Products used to soothe a cough/sore throat, by race/Hispanic origin, January 2012
- Blacks are less prepared with on-hand remedies
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- Figure 98: Cough and throat preparedness, by race/Hispanic origin, January 2012
- Blacks and Asians more likely to seek recommendations
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- Figure 99: Factors impacting remedy choice, by race/Hispanic origin, January 2012
- Blacks use products suited for their cough
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- Figure 100: Product specifications, by race/Hispanic origin, January 2012
- Blacks and Asians show concern for side effects and drug interactions
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- Figure 101: Attitudes toward cough/sore throat remedies, by race/Hispanic origin, January 2012
- Black parents are concerned about kids’ use of cough/sore throat products
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- Figure 102: Kids and cough/sore throat remedies, by race/Hispanic origin, January 2012
- Blacks more likely to find all product attributes very important
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- Figure 103: Important product attributes, by race/Hispanic origin, January 2012
Key Household Purchase Measures—SymphonyIRI Builders Panel
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- Overview
- Cough drops
- Consumer insights on key purchase measures
- Brand map
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- Figure 104: Brand map, selected brands of cough drops buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 105: Key purchase measures for the top brands of cough drops, by household penetration, 52 weeks ending June 26, 2011
- Cough syrup
- Cough syrup category overview
- Consumer insights on key purchase measures
- Brand map
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- Figure 106: Brand map, selected brands of cough syrup buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 107: Key purchase measures for the top brands of cough syrup, by household penetration, 52 weeks ending June 26, 2011
Appendix—SymphonyIRI Builders Panel Data Definitions
Appendix: Trade Associations
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