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: Total U.S. retail sales and fan chart forecast of OTC pediatrics, 2007-17
- Market factors
- Children’s population trends points to more concentrated target audience
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- Figure 2: Households by presence of children, 2001-11
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- Figure 3: Population of children under age 14, by age, 2007-17
- Large number of uninsured children favors OTC medications
- Centers for Disease Control and Prevention Childhood Health Statistics
- Hispanics high in OTC children’s medicines usage
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- Figure 4: U.S. population by race and Hispanic origin, 2007-17
- Figure 5: Population of households with children, by race and Hispanic origin of householder, 2011
- Retail channels
- “Other” retail channels largest; drug stores fastest growing
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- Figure 6: Sales of OTC pediatrics, by channel, 2011 and 2012
- Market leaders
- Johnson & Johnson moves down the list as other brands take over
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- Figure 7: Manufacturer FDMx market share of OTC pediatrics, 2011 and 2012
- The consumer
- Parents interested in fast-acting, long-lasting, easy-to-take attributes
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- Figure 8: Importance of product qualities in selecting children's remedies, April 2012
- Underlying consumer attitudes create foundation for OTC market
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- Figure 9: Attitudes toward children's remedies, April 2012
- What we think
Issues in the Market
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- How will the Johnson & Johnson brand recover from a series of recalls?
- How can brands encourage use in a category based on need, rather than want?
- What impact will changes to healthcare coverage have on the OTC pediatrics market?
- What role do marketing tools such as Facebook and YouTube play in connecting with key target audiences?
Insights and Opportunities
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- Expand isotonics into baby electrolytes
- Innovation could spur category growth
- Growth of retail medical clinics increases sales opportunities
Trend Applications
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- Trend: Suite Life
- Trend: Factory Fear
- 2015 Trend: East Meets West
Market Size and Forecast
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- Key points
- OTC pediatrics climbs to new highs
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- Figure 10: Total U.S. retail sales and forecast of OTC pediatrics, at current prices, 2007-17
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- Figure 11: Total U.S. retail sales and forecast of OTC pediatrics, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 12: Total U.S. sales and fan chart forecast of OTC pediatrics, at current prices, 2007-17
Market Drivers
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- Key points
- Children’s population statistics present opportunity and challenge
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- Figure 13: Households by presence of children, 2001-11
- Figure 14: Population by age, 2007-17
- More than eight million uninsured children in America
- Childhood health statistics
- Hispanics biggest OTC children’s medicines users
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- Figure 15: U.S. population, by race and Hispanic origin, 2007-17
- Figure 16: Households with children, by race and Hispanic origin of householder, 2011
Competitive Context
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- Key points
- Private label have positive perception
- Prescription medications favored over OTC
- Food and beverages that tout functional benefits
Segment Performance
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- Key points
- Category’s largest segments posting sales gains
- Sales of OTC pediatrics by segment
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- Figure 17: Total U.S. sales of OTC pediatrics, segmented by type, 2011 and 2012
Segment Performance—Cold/Cough/Flu/Allergy/Sinus Remedies
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- Key points
- Segment continues upward trajectory
- Sales and forecast of cough/cold/flu/allergy/sinus remedies
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- Figure 18: Total U.S. sales and forecast of cold/cough/flu/allergy/sinus remedies, at current prices, 2007-17
Segment Performance—Vitamins
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- Key points
- Vitamins growth streak continues
- Sales and forecast of vitamins
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- Figure 19: Total U.S. sales and forecast of vitamins, at current prices, 2007-17
Segment Performance—Baby Electrolytes
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- Key points
- Baby electrolytes segment treading water
- Sales and forecast of baby electrolytes
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- Figure 20: Total U.S. sales and forecast of baby electrolytes, at current prices, 2007-17
Segment Performance—Internal Analgesics (Liquid/Tablet)
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- Key points
- Tylenol recalls a pain for internal analgesics market
- Sales and forecast of internal analgesics
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- Figure 21: Total U.S. sales and forecast of internal analgesics, at current prices, 2007-17
Segment Performance—Gastrointestinal/Stomach Remedies
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- Key points
- Declining sales make manufacturers sick to their stomach
- Sales and forecast of gastrointestinal/stomach remedies
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- Figure 22: Sales and forecast of gastrointestinal/stomach remedies, at current prices, 2007-17
Segment Performance—Miscellaneous Health Remedies
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- Key points
- Segment could use another booster shot of growth
- Sales and forecast of miscellaneous health remedies
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- Figure 23: Sales and forecast of miscellaneous health remedies, at current prices, 2007-17
Retail Channels
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- Key points
- Consumers switching from ‘other’ channels
- Sales of OTC pediatrics by channel
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- Figure 24: Sales of OTC pediatrics, by channel, 2011 and 2012
Retail Channels—Supermarkets
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- Key points
- Supermarkets ringing up strong OTC pediatrics sales
- Supermarket sales of OTC pediatrics
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- Figure 25: Supermarket sales of OTC pediatrics, at current prices, 2007-12
Retail Channels—Drug Stores
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- Key points
- Drug store sales of OTC pediatrics
- Drug store sales of OTC pediatrics
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- Figure 26: Drug store sales of OTC pediatrics, at current prices, 2007-12
Retail Channels—Other Channels
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- Key points
- Other channels’ sales regressing
- Other channel sales of OTC pediatrics
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- Figure 27: Other channel sales of OTC pediatrics, at current prices, 2007-12
Leading Companies
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- Key points
- Changes to the category created new brand leaders
- Manufacturer sales of OTC pediatrics
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- Figure 28: Select manufacturer FDMx sales of OTC pediatrics, 2011 and 2012
Brand Share—Cold/Cough/Flu/Allergy/Sinus Remedies
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- Key points
- Allegra has the right prescription for sales growth
- Manufacturer sales of cold/cough/flu/allergy/sinus remedies
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- Figure 29: Select manufacturer FDMx sales of cold/cough/flu/allergy/sinus remedies, 2011 and 2012
Brand Share—Vitamins
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- Key points
- Popular vitamins are a cast of characters
- Manufacturer sales of vitamins
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- Figure 30: Select manufacturer FDMx sales of vitamins, 2011 and 2012
Brand Share—Baby Electrolytes
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- Key points
- Pedialyte extends market share lead
- Manufacturer sales of baby electrolytes
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- Figure 31: Select manufacturer FDMx sales of baby electrolytes, 2011 and 2012
Brand Share—Internal Analgesics (Liquid/Tablet)
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- Key points
- Other manufacturers take advantage of Johnson & Johnson’s missteps
- Manufacturer sales of internal analgesics (liquid/tablet)
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- Figure 32: Select manufacturer FDMx sales of internal analgesics, 2011 and 2012
Brand Share—Gastrointestinal/Stomach Remedies
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- Key points
- Fleet brands steam ahead with modest growth
- Manufacturer sales of gastrointestinal/stomach remedies
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- Figure 33: Select manufacturer FDMx sales of gastrointestinal/stomach remedies, 2011 and 2012
Brand Share—Miscellaneous Health Remedies
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- Key points
- Baby Orajel able to sustain first place despite pain of sales decline
- Manufacturer sales of miscellaneous health remedies
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- Figure 34: Select manufacturer sales of miscellaneous health remedies, 2011 and 2012
Innovations and Innovators
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- Key points
- Number of product introductions down from peak in 2008
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- Figure 35: New product launches with “for children” claim, 2006-12
- Name brands represent largest portion of product launches
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- Figure 36: Private label new product launches with “for children” claim, 2006-12
- Decongestive, cough, cold, and flu relief
- Vitamins and dietary supplements
- Pain relief
- Miscellaneous health remedies
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Disney vitamins (NBTY, Inc.)
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- Figure 37: Disney Vitamins, “Vegetables,” August 2011-March 2012
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- Figure 38: Brand analysis of Disney Vitamins, 2012
- Brand analysis: Allegra
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- Figure 39: Allegra, “The Allegra difference,” April- September 2011
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- Figure 40: Brand analysis of Allegra, 2012
- Online initiatives
- Brand analysis: PediaCare
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- Figure 41: PediaCare, “The Giggles,” August-December 2011
- Figure 42: Brand analysis of PediaCare, 2012
- Online initiatives
- Brand analysis: Triaminic
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- Figure 43: Triaminic, “Round Table Discussion,” November-December 2010
- Figure 44: Brand analysis of Triaminic, 2012
- Online initiatives
- Brand analysis: Tylenol
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- Figure 45: Tylenol, “My Sunshine,” March-May 2012
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- Figure 46: Brand analysis of Tylenol, 2012
- Online initiatives
- Brand analysis: Zarbee’s
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- Figure 47: Zarbee’s, “Safe,” January 2011
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- Figure 48: Brand analysis of Zarbee’s, 2012
- Online initiatives
Ailments Experienced
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- Key points
- Incidence of illness very common among young children
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- Figure 49: Ailments experienced in past 12 months, by age of child, April 2012
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- Figure 50: Ailments experienced in past 12 months, by region, April 2012
- Parents of flu sufferers seek a variety of treatments
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- Figure 51: OTC medicines used in past 12 months, by ailments experienced in past 12 months, April 2012
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- Figure 52: OTC medicines used in past 12 months, by ailments experienced in past 12 months, April 2012
OTC Medicine Product Purchase and Usage
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- Key points
- Men and women favor slightly different medication formats
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- Figure 53: OTC medicines used in past 12 months, by gender, April 2012
- Purchase habits differ by age of parent
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- Figure 54: OTC medicines used in past 12 months, by age, April 2012
- Presence of older children encourages OTC purchase behavior
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- Figure 55: OTC medicines used in past 12 months, by age of children, April 2012
- Liquid the most popular form of children’s medications
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- Figure 56: Types of children's fever reducers and pain relievers/children’s cough/cold products used, October 2010-November 2011
- Only one fourth of parents using homeopathic or herbal remedies
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- Figure 57: Homeopathic and herbal remedies usage, April 2012
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- Figure 58: Homeopathic and herbal remedies usage, by ailments experienced in past 12 months, April 2012
OTC Product Quality and Concerns
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- Key points
- Products that work fast and longest appeal to parents
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- Figure 59: Importance of product qualities in selecting children's remedies, April 2012
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- Figure 60: Importance of product qualities in selecting children's remedies, by gender, April 2012
- Importance in product attributes generate similar responses across parents’ ages
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- Figure 61: Importance of product qualities in selecting children's remedies, by age, April 2012
- Children’s ages influence importance of specific product attributes
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- Figure 62: Importance of product qualities in selecting children's remedies, by age of children, April 2012
OTC Pediatric Brands
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- Key points
- Men are more likely than women to be brand loyal
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- Figure 63: Brand selection, by gender, April 2012
- Income’s impact on brand selection
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- Figure 64: Brand selection, by household income, April 2012
- Older children’s parents tend to be more brand loyal
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- Figure 65: Brand selection, by age of children, April 2012
- More competition in children’s cough/cold segment
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- Figure 66: Brands of children's cough/cold products used, by household income, October 2010-November 2011
- Power of licensing evident in children’s vitamins segment
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- Figure 67: Brands of children's vitamins used, by household income, October 2010-November 2011
- Children’s Tylenol top pain reliever brand
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- Figure 68: Brands of children's fever reducers and pain relievers used, October 2010-November 2011
Attitudes Toward Children’s Remedies
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- Key points
- Private label OTC remedies considered a viable option
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- Figure 69: Attitudes toward children's remedies, April 2012
- Gender an influence when it comes to product preferences
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- Figure 70: Attitudes toward children's remedies, by gender, April 2012
- Younger parents feel more strongly about children’s remedies
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- Figure 71: Attitudes toward children's remedies, by age, April 2012
- Parents of older children to back private label
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- Figure 72: Attitudes toward children's remedies, by age of children, April 2012
Information Sources
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- Key points
- Doctors are ‘in’ for parents seeking OTC medicinal information
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- Figure 73: Sources turned to for information on children's remedies, April 2012
Johnson & Johnson Recalls
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- Key points
- Majority of target audience aware of Tylenol recalls
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- Figure 74: Awareness of Tylenol recalls, by gender, April 2012
- Many of Tylenol’s customers have stuck with the brand
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- Figure 75: Impact of Tylenol recalls on product selection, by gender, April 2012
- Younger parents least likely to stick with Tylenol
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- Figure 76: Impact of Tylenol recalls on product selection, by age, April 2012
Race and Hispanic Origin
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- Key points
- Hispanics purchase OTC pediatrics
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- Figure 77: OTC medicines used in past 12 months, by race/Hispanic origin, April 2012
- Asians biggest vitamin users
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- Figure 78: Children's vitamin usage, by race/Hispanic origin, October 2010-November 2011
- Hispanics more likely to be concerned about product attributes
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- Figure 79: Importance of product qualities in selecting children's remedies, by race/Hispanic origin, April 2012
- Hispanics more likely than non-Hispanics to be brand loyal
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- Figure 80: Brand selection, by Hispanic origin, April 2012
- Children’s Tylenol top fever reducer and pain reliever
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- Figure 81: Brands of children's fever reducers and pain relievers used, by race/Hispanic origin, October 2010-November 2011
- White respondents biggest supporters of private label
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- Figure 82: Attitudes toward children's remedies, by race/Hispanic origin, April 2012
Cluster Analysis
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- Figure 83: Target groups, April 2012
- Cluster 1: Confident OTC Consumers
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Overwhelmed and Uncertain
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Brand Loyalists
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 84: Importance of product qualities in selecting children's remedies, by target groups, April 2012
- Figure 85: Brand selection, by target groups, April 2012
- Figure 86: Attitudes toward children's remedies, by target groups, April 2012
- Cluster demographic tables
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- Figure 87: Target groups, by demographic, April 2012
- Cluster methodology
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Appendix: Other Useful Consumer Tables
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- Figure 88: OTC medicines used in past 12 months by, household income, April 2012
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- Figure 89: Importance of product qualities in selecting children's remedies, by household income, April 2012
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- Figure 90: Attitudes toward children's remedies, by household income, April 2012
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- Figure 91: Awareness of Tylenol recalls, by household income, April 2012
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- Figure 92: Impact of Tylenol recalls on product selection, by age of children, April 2012
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- Figure 93: Homeopathic and herbal remedies usage by age of child, by ailments experienced in past 12 months by age of child, April 2012
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Appendix: Trade Associations
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