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. sales and fan chart forecast of homeopathic and herbal remedies, at current prices, 2007-17
- Figure 2: Ways treated ailments suffered, December 2012
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- Figure 3: Percent of consumers indicating they have used homeopathic medicines in the past year, 2005-10
- Segment snapshots
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- Figure 4: Total U.S. retail sales of homeopathic and herbal remedies, by segment, at current prices, 2011 and 2012
- Market factors
- Demographics
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- Figure 5: U.S. population, by age, 2008-18
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- Figure 6: Use of homeopathic and herbal remedies to treat ailments suffered, by age, December 2012
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- Figure 7: Population by Hispanic origin, 2008-18 and use of homeopathic and herbal remedies to treat ailments suffered, by Hispanic origin, December 2012
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- Figure 8: Households, by presence of own children, 2002-12
- Figure 9: Use of homeopathic and herbal remedies to treat ailments suffered, by presence of children in the household, December 2012
- Healthcare costs
- Retailers
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- Figure 10: Total U.S. retail sales of homeopathic and herbal remedies, by channel, at current prices, 2012
- The consumer
- Information about homeopathic and herbal remedies
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- Figure 11: Homeopathic/Herbal remedy information sources, by gender and age, December 2012
- Interest in remedy formats
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- Figure 12: Interest in remedy formats, December 2012
- Attitudes toward homeopathic and herbal remedies
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- Figure 13: Attitudes toward homeopathic/herbal remedies, by ways treated ailments suffered, December 2012
- What we think
Issues in the Market
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- Product awareness and usage is low compared to conventional OTC remedies. How can brands increase awareness and usage of homeopathic and herbal remedies?
- How can brands in the homeopathic/herbal market communicate product efficacy to consumers?
- How does regulation of homeopathic/herbal remedies affect consumer perception of safety?
Insights and Opportunities
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- Retail locations
- Mobile applications
- Product formats
Trend Applications
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- Trend: Retired for Hire
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- Figure 14: VitaMelts product shot
- Trend: Cool Vending
- 2015 Trend: East Meets West
Market Size and Forecast
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- Key points
- Homeopathic and herbal remedies poised for growth
- Sales and forecast of homeopathic and herbal products
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- Figure 15: Total U.S. retail sales and forecast of homeopathic and herbal remedies, at current prices, 2007-17
- Figure 16: Total U.S. retail sales and forecast of homeopathic and herbal remedies, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 17: Total U.S. sales and fan chart forecast of homeopathic and herbal remedies, at current prices, 2007-17
Market Drivers
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- Key points
- Demographics
- Age
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- Figure 18: Population, by age, 2008-18
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- Figure 19: Ailments suffered past 12 months, by age, December 2012
- Ethnicity
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- Figure 20: Population, by race and Hispanic origin, 2008-18
- Population of children
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- Figure 21: Households, by presence of own children, 2002-12
- Healthcare costs
- Product recalls
Competitive Context
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- Traditional OTC remedies
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- Figure 22: Attitudes toward remedies, among all and homeopathic/herbal remedy users, December 2012
- Prescription remedies
- Home remedies (i.e., tea, juice, etc.)
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- Figure 23: Use home remedies (any agree), among all and homeopathic/herbal remedy users, December 2012
Segment Performance
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- Key points
- Herbal remedies continue to dominate the market, but homeopathic remedies are increasing share
- Sales of homeopathic and herbal remedies, by segment
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- Figure 24: Total U.S. retail sales of homeopathic and herbal remedies, by segment, at current prices, 2010 and 2012
Segment Performance—Herbal Remedies
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- Key points
- Growth of herbal remedies is inconsistent
- Sales and forecast of herbal remedies
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- Figure 25: Sales and forecast of herbal remedies, at current prices, 2007-17
- Noni juice continues to be top-selling herb, while milk thistle and Psyllium saw large increases
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- Figure 26: Top 10 U.S. single herb & botanical supplement sales through all channels, 2010-11
Segment Performance—Homeopathic Remedies
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- Key points
- Homeopathic remedies still growing
- Sales and forecast of homeopathic remedies
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- Figure 27: Sales and forecast of homeopathic remedies, at current prices, 2007-17
Retail Channels
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- Key point
- Overall sales growing, but share among retailers remains constant
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- Figure 28: Total U.S. retail sales of homeopathic and herbal remedies, by channel, at current prices, 2010-12
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- Figure 29: Natural Medicine by King Bio Ear Ringing
- Figure 30: Total U.S. retail sales of homeopathic and herbal remedies, by channel, at current prices, 2007-12
Retail Channels—Natural Supermarkets Deep Dive
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- Key points
- Sales of homeopathic and herbal remedies in natural supermarkets
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- Figure 31: Natural supermarket sales of homeopathic and herbal remedies, at current prices 2010-12
- Figure 32: Natural supermarket sales of homeopathic and herbal remedies, at inflation-adjusted prices, 2010-12
- Natural channel sales of homeopathic and herbal remedies, by segment
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- Figure 33: Natural supermarket sales of homeopathic and herbal remedies, by segment, 2010 and 2012
- Natural channel sales of homeopathic and herbal remedies, by health conditions
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- Figure 34: Natural supermarket sales of homeopathic and herbal remedies, by health condition, 2010 and 2012
- Leading brands
Innovations and Innovators
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- Claims
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- Figure 35: Share of healthcare products launched with botanical/herbal or homeopathic claim, 2007-12
- Botanical/Herbal
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- Figure 36: Healthcare products launched with botanical/herbal claim, by top 10 subcategories, 2007-12
- Figure 37: Share of branded/private label healthcare product launches with botanical/herbal claim, 2007-12
- Homeopathic
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- Figure 38: Healthcare products launched with homeopathic claim, by top 10 subcategories, 2007-12
- Figure 39: Share of branded/private label healthcare product launches with homeopathic claim, 2007-12
- Children’s products
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- Figure 40: healthcare product launches with homeopathic claim targeted to babies/children, 2007-12
Marketing Strategies
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- Overview of the brand landscape
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- Figure 41: Ways to determine how to treat ailments, by ways treated ailments suffered, December 2012
- Brand analysis: Zicam
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- Figure 42: Brand analysis of Zicam, 2013
- TV presence
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- Figure 43: Zicam, “Pre-Cold,” 2012
- Online initiatives
- Social networking
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- Figure 44: Zicam social media analysis, 2013
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- Figure 45: Zicam print advertisement, 2012
- Brand analysis: New Chapter
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- Figure 46: Brand analysis of New Chapter, 2013
- Video presence
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- Figure 47: New Chapter, “The Multi-Herb Approach to Liver Health,” 2012
- Online initiatives
- Other
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- Figure 48: New Chapter Image, 2013
- Social networking
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- Figure 49: New Chapter social media analysis, 2013
- Brand analysis: Similasan
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- Figure 50: Brand analysis of Similasan, 2013
- Video presence
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- Figure 51: Similasan, “Cough & Fever Relief, Ear Relief, Irritated Eye Relief Health,” 2013
- Online initiatives
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- Figure 52: Similasan Print Ad, 2012
- Social networking
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- Figure 53: Similasan social media analysis, 2013
Treating Ailments
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- Key points
- Homeopathic and herbal usage
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- Figure 54: Ways treated ailments suffered, December 2012
- Opportunity to grow usage among men
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- Figure 55: Use of homeopathic and herbal remedies to treat ailments suffered, by gender, December 2012
- Figure 56: Vitamin/Mineral tablet, capsule or liquid usage, by gender, August 2011-August 2012
- Address concerns of older consumers
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- Figure 57: Use of homeopathic and herbal remedies to treat ailments suffered, by age, December 2012
- Parents are an ideal target for homeopathic/herbal remedies
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- Figure 58: Use of homeopathic and herbal remedies to treat ailments suffered, by presence of children in household, December 2012
- Increase availability for lower-income households
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- Figure 59: Use of homeopathic and herbal remedies to treat ailments suffered, by household income, December 2012
- Usage by generations
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- Figure 60: Use of homeopathic and herbal remedies to treat ailments suffered, by generation, December 2012
Learning How to Treat Ailments with Homeopathic and Herbal Remedies
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- Key points
- Homeopathic and herbal remedy users know how to treat ailments
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- Figure 61: Ways to determine how to treat ailments and homeopathic/Herbal remedy information sources, December 2012
- Women more experienced with treating ailments
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- Figure 62: Ways to determine how to treat ailments, by gender, December 2012
- Younger users trust Dr. Internet
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- Figure 63: Ways to determine how to treat ailments, by age, December 2012
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- Figure 64: Homeopathic/Herbal remedy information sources, by gender and age, December 2012
- Parents need reinforcement from a variety of sources
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- Figure 65: Ways to determine how to treat ailments, by presence of children in household, December 2012
- Presence of children influences decision to turn to doctor
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- Figure 66: Homeopathic/Herbal remedy information sources, by presence of children in household, December 2012
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- Figure 67: Ways to determine how to treat ailments, by parental status, December 2012
- Figure 68: Homeopathic/Herbal remedy information sources, by parental status, December 2012
- Sample on pack to increase usage among light users
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- Figure 69: Ways to determine how to treat ailments, by repertoire of homeopathic & herbal remedy, December 2012
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- Figure 70: Ways treated ailments suffered, by repertoire of homeopathic & herbal remedy, December 2012
Interest in Remedy Formats
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- Key points
- Homeopathic/herbal remedy users interested in less invasive formats
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- Figure 71: Boiron pellets screenshot
- Figure 72: Interest in remedy formats, December 2012
- Dissolvable products can help older consumers take remedies
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- Figure 73: Sleep sheets
- Figure 74: Interested in remedy format, by gender and age, December 2012
- Give parents convenience
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- Figure 75: Interested in remedy format, by presence of children in household, December 2012
Attitudes Toward Homeopathic and Herbal Remedies
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- Key points
- Brands can increase safety perception of these remedies
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- Figure 76: Attitudes toward homeopathic/herbal remedies, by ways treated ailments suffered, December 2012
- Men trust homeopathic and herbal remedies
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- Figure 77: Attitudes toward homeopathic/herbal remedies, by gender, December 2012
- Increase usage among older consumers with a safety message
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- Figure 78: Attitudes toward homeopathic/herbal remedies, by age, December 2012
- Consider targeting lower household incomes
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- Figure 79: Attitudes toward homeopathic/herbal remedies, by household income, December 2012
- Presence of children
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- Figure 80: Attitudes toward homeopathic/herbal remedies, by presence of children in household, December 2012
- Figure 81: Attitudes toward homeopathic/herbal remedies, by gender and presence of children in household, December 2012
Spotlight on Those Who Trust Homeopathic Medications
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- Key point
- Demographics of homeopathic medicine trusters
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- Figure 82: Demographic profile by trust level of homeopathic medicine, August 2011-August 2012
- Ailments suffered by homeopathic trusters
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- Figure 83: Ailments suffered, by trust level of homeopathic medicine, August 2011-August 2012
- Healthy habits of homeopathic trusters
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- Figure 84: Exercise habits, by trust level of homeopathic medicine, August 2011-August 2012
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- Figure 85: Attitudes/Opinions about diet and health, by trust level of homeopathic medicine, August 2011-August 2012
- Figure 86: Attitudes/Opinions about health & medicine, by trust level of homeopathic medicine, August 2011-August 2012
- Care for environment
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- Figure 87: Attitudes/Opinions about the environment, by trust level of homeopathic medicine, August 2011-August 2012
Race and Hispanic Origin
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- Key points
- Hispanics heavier users of homeopathic/herbal remedies
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- Figure 88: Use of homeopathic and herbal remedies to treat ailments suffered, by race/Hispanic origin, December 2012
- Figure 89: Repertoire of homeopathic and herbal remedies, by race/Hispanic origin, December 2012
- Referrals resonate with Hispanics
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- Figure 90: Homeopathic/Herbal remedy information sources, by race/Hispanic origin, December 2012
- Hispanics interested in a variety of formats
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- Figure 91: Interested in remedy format, by race/Hispanic origin, December 2012
- Attitudes toward homeopathic/herbal remedies
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- Figure 92: Attitudes toward homeopathic/herbal remedies, by race/Hispanic origin, December 2012
- Attitudes toward remedies and health
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- Figure 93: Attitudes toward remedies, by race/Hispanic origin, December 2012
- Figure 94: Agreement with attitudes toward health, by race/Hispanic origin, December 2012
Consumer Segmentation
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- Figure 95: Target clusters, December 2012
- Cluster 1: Follow Doctor’s Orders
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Ailment Sufferers
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Caring for Self
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 96: Ailments suffered past 12 months, by target clusters, December 2012
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- Figure 97: Use of homeopathic and herbal remedies to treat ailments suffered, by target clusters, December 2012
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- Figure 98: Ways to determine how to treat ailments, by target clusters, December 2012
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- Figure 99: Homeopathic/Herbal remedy information sources, by target clusters, December 2012
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- Figure 100: Attitudes toward remedies, by target clusters, December 2012
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- Figure 101: Remedy format used, by target clusters, December 2012
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- Figure 102: Interested in remedy format, by target clusters, December 2012
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- Figure 103: Attitudes toward homeopathic/herbal remedies, by target clusters, December 2012
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- Figure 104: Agreement with attitudes toward health, by target clusters, December 2012
- Cluster demographics
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- Figure 105: Target clusters, by demographic, December 2012
- Cluster methodology
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Appendix – Other Useful Consumer Tables
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- Ailments suffered
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- Figure 106: Ailments suffered past 12 months, by gender and age, December 2012
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- Figure 107: Ailments suffered past 12 months, by household income, December 2012
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- Figure 108: Ailments suffered past 12 months, by presence of children in household, December 2012
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- Figure 109: Ailments suffered, August 2011-August 2012
- Ailment treatment
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- Figure 110: Use of homeopathic and herbal remedies to treat ailments suffered, by gender and age, December 2012
- Determining how to treat ailments
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- Figure 111: Ways to determine how to treat ailments, by gender and age, December 2012
- Information sources
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- Figure 112: Homeopathic/Herbal remedy information sources, by household income, December 2012
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- Figure 113: Ways to determine how to treat ailments, by homeopathic/herbal remedy information sources, December 2012
- Usage of remedy formats
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- Figure 114: Remedy format used, by gender and age, December 2012
- Interest in remedy formats
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- Figure 115: Interested in remedy format, by gender, December 2012
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- Figure 116: Interested in remedy format, by age, December 2012
- Attitudes toward homeopathic/herbal remedies
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- Figure 117: Attitudes toward homeopathic/herbal remedies, by gender and age, December 2012
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- Figure 118: Attitudes toward homeopathic/herbal remedies, by education, December 2012
- Attitudes toward health
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- Figure 119: Agreement with attitudes toward health, by age, December 2012
- Attitudes toward remedies
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- Figure 120: Attitudes toward remedies, by ways treated ailments suffered, December 2012
- Social media usage
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- Figure 121: Social media usage, by trust level of homeopathic medicine, August 2011-August 2012
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- Figure 122: Social media usage, by age and gender, August 2011-August 2012
- New product introduction claims
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- Figure 123: The 40 most common claims associated with healthcare launches, 2007-12
Appendix – Trade Associations
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