Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Overview
- Sales of OTC pediatrics rebound to pre-recall levels
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- Figure 1: Total US sales and fan chart forecast of OTC pediatrics, at current prices, 2008-18
- Market drivers
- Number of households with children declines, while actual population of children increases
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- Figure 2: US population younger than 18, 2009, 2014, and 2019
- Ailments experienced
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- Figure 3: Ailments experienced, December 2013
- Figure 4: Types of OTC children's medications purchased, December 2013
- Cold, cough, and allergy remedies continue to make up majority of market
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- Figure 5: Sales of OTC pediatrics, segmented by type, at current prices, 2011 and 2013
- A large number of key players make for a competitive market
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- Figure 6: MULO sales of OTC pediatrics, by leading companies, rolling 52 weeks 2012 and 2013
- The consumer
- Usage of and interest in ways to treat ailments
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- Figure 7: Usage of and interest in ways to treat ailments, December 2013
- Attitudes toward children’s OTC medications
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- Figure 8: Purchase habits of children's OTC remedies, December 2013
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- Figure 9: Attitudes toward recalled children's OTC remedies, December 2013
- What we think
Issues and Insights
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- The percentage of households with children is declining
- The issues
- The implications
- Growth of Black and Hispanic households will affect OTC pediatrics market
- The issues
- The implications
- How can brands use social media to connect with parents?
- The issues
- The implications
Trend Applications
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- Trend: Play Ethic
- Trend: Prepare for the Worst
- Trend: Moral Brands
Market Size and Forecast
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- Key points
- Sales of OTC pediatrics reach new high
- Sales and forecast of OTC pediatrics
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- Figure 10: Total US sales and forecast of OTC pediatrics, at current prices, 2008-18
- Figure 11: Total US sales and forecast of OTC pediatrics, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 12: Total US sales and fan chart forecast of OTC pediatrics, at current prices, 2008-18
Market Drivers
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- Key points
- High incidence of illness in children
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- Figure 13: Ailments experienced, by age of child, December 2013
- Number of households with children declining, but actual population of children expected to increase
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- Figure 14: US households, by presence of own children, 2003-13
- Figure 15: Annual births, 2002-12
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- Figure 16: US population <12, by race/ethnicity, 2014, and 2019
- ACA increases number of families with health insurance
- Childhood obesity rates high, but stabilizing
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- Figure 17: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Ailments concentrated in certain areas
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- Figure 18: Any ailments experienced, by region, December 2013
- Parents using more natural remedies
Competitive Context
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- Key points
- Home remedies to the rescue
- Fortified foods could erode vitamin purchases
- Alternate approaches
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- Figure 19: amber necklace
Segment Performance
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- Key points
- Sick children points to healthy growth of OTC pediatrics
- Sales of OTC pediatrics, by segment
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- Figure 20: Sales of OTC pediatrics, segmented by type, at current prices, 2011 and 2013
Segment Performance – Cold, Cough, and Allergy Remedies (including Sinus and Nasal)
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- Key points
- High rates of colds, coughs, and sore throats fuel growth of this segment
- Sales and forecast of OTC children’s cold, cough, and allergy remedies
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- Figure 21: Total US sales and forecast of OTC children’s cold, cough, and allergy remedies, at current prices, 2008-18
Segment Performance – Vitamins, Minerals, and Supplements
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- Key points
- Parents recognize importance of vitamins
- Sales and forecast of children’s vitamins, minerals, and supplements
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- Figure 22: Total US sales and forecast of OTC children’s vitamins, minerals, and supplements, at current prices, 2008-18
Segment Performance – Internal Analgesics
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- Key points
- Return of Tylenol and Motrin to shelf positive news for internal analgesics
- Sales and forecast of OTC children’s internal analgesics
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- Figure 23: Total US sales and forecast of OTC children’s internal analgesics, at current prices, 2008-18
Segment Performance – Baby Electrolytes
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- Key points
- A need for hydration
- Sales and forecast of baby electrolytes
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- Figure 24: Total US sales and forecast of baby electrolytes, at current prices, 2008-18
Segment Performance – Miscellaneous Remedies
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- Key points
- Overall trend of miscellaneous remedies flat
- Sales and forecast of OTC children’s miscellaneous remedies
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- Figure 25: Total US sales and forecast of OTC children’s miscellaneous remedies, at current prices, 2008-18
Retail Channels
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- Key points
- Lower prices make “other” channels an appealing option
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- Figure 26: Agreement with attitudes toward health, by presence of children in household, December 2012
- Sales of OTC pediatrics, by channel
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- Figure 27: US sales of OTC Pediatrics, at current prices, by retail channel, 2008-13
- Opportunities to increase sales at retail locations
- Locations with retail clinics offer convenience for parents
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- Figure 28: Retail health clinics visited, by presence of children in household, October 2013
Leading Companies
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- Key points
- Johnson & Johnson regains the lead
- Manufacturer sales of OTC pediatrics
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- Figure 29: MULO sales of OTC pediatrics, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Cold, Cough, and Allergy Remedies (including Sinus and Nasal)
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- Key points
- Prevalence of allergies drives sales of OTC children’s allergy medications
- Product availability affects performance
- Children’s colds drive consumption
- Manufacturer sales of children’s OTC cold, cough, and allergy remedies (including nasal and sinus remedies)
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- Figure 30: MULO sales of cold, cough, and allergy remedies (including nasal and sinus), by leading companies, rolling 52 weeks 2012 and 2013
- Figure 31: Brands of children's cough/cold products used, July 2010-September 2013
Brand Share – Vitamins, Minerals, and Supplements
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- Key points
- Children’s vitamin sales remain flat, brand leader declines
- Other brands seek to steal share from Flintstones
- Enfamil finds success with niche market of “baby” vitamins
- Manufacturer sales of children’s vitamins
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- Figure 32: MULO sales of vitamins, by leading companies, rolling 52 weeks 2012 and 2013
- Figure 33: Brands of children's vitamins used, July 2010-September 2013
Brand Share – Internal Analgesics
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- Key points
- Return to market of key brands drives increase in internal analgesics
- Little Remedies a bright spot for Prestige brands
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- Figure 34: Squeezable single-dose packets by PediaCare, 2013
- Manufacturer sales of children’s internal analgesics
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- Figure 35: MULO sales of internal analgesics, by leading companies, rolling 52 weeks 2012 and 2013
- Figure 36: Brands of children's fever reducers and pain relievers used, July 2010-September 2013
Brand Share – Baby Electrolytes
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- Key points
- Sales of hydration products continue to be strong
- Manufacturer sales of baby electrolytes
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- Figure 37: MULO sales of baby electrolytes, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Miscellaneous Remedies
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- Key points
- Teething pain drives sales of miscellaneous remedies
- Rubbing the pain away
- Stomach remedies stabilize
- Manufacturer sales of miscellaneous health remedies
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- Figure 38: MULO sales of miscellaneous health remedies, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Introductions of children’s medications declining
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- Figure 39: OTC children’s medication launches, by subcategory, 2008-13
- Children’s medication launches focused on “free from”
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- Figure 40: OTC children’s medication launches, top claims, 2008-13
- Cold, cough, and allergy remedies
- Vitamins, minerals, and supplements
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- Figure 41: Feel Good Children’s Gummies
- Internal analgesics
- Baby electrolytes
- Miscellaneous
- Launches from private label brands boost sales at key retailers
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- Figure 42: OTC children’s medication launches, and share of branded/private label launches, 2008-13
- Homeopathic and herbal innovations
- Alternative formats help to make dosing/administering easier
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- Figure 43: PediaCare Fever Reducer single-dose product image
Marketing Strategies
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- Overview of the brand landscape
- Empowering moms to help their children feel better quickly
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- Figure 44: Infants Tylenol, “for everything we do…,” 2013
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- Figure 45: PediaCare, “Dancing Girl,” 2013
- Wanting the best for children
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- Figure 46: Print advertisement for Flintstones toddler Gummies vitamins
- Aligning with a charity/celebrity
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- Figure 47: smilingitforward.com screenshot, 2014
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- Figure 48: Say Yes to Less Screenshot, 2014
- Figure 49: Little Remedies: Say yes to less negativity, 2014
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- Figure 50: 10 million stronger screenshot, 2014
Types of OTC Medications Purchased/Used
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- Key points
- Incidence of colds and coughs drives purchases
- Pain relievers used to treat many ailments
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- Figure 51: Types of OTC children's medications purchased, by age of child, December 2013
- Opportunities to increase purchases of specific products
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- Figure 52: Have purchased medication, by any ailments experienced, December 2013
- Bundle products for households that purchase multiple products
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- Figure 53: Types of OTC children's medications purchased, by repertoire of types of OTC children's medications purchased, December 2013
- Growth of liquid remedies makes dosing easier
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- Figure 54: Types of children's fever reducers, pain relievers used and children's cough/cold products used, July 2007-September 2013
Usage of and Interest in Ways to Treat Ailments
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- Key points
- A desire for ease in selecting and dispensing children’s medications
- Trust in professionals
- Investing in prevention and boosting immunity
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- Figure 55: Ailment treatment approaches, December 2013
- Parents of younger children more likely to be interested in trying innovations
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- Figure 56: Ailment treatment approaches used and interested in trying again, by age of child, December 2013
- Figure 57: Ailment treatment approaches not used, but interested in trying, by age of child, December 2013
Perceived Safety and Effectiveness
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- Key points
- Safety concerns drive purchases of brand name medications
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- Figure 58: Remedy safety, December 2013
- Branded medications rated higher in effectiveness
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- Figure 59: Remedy effectiveness, December 2013
- Parents’ demographics impact perceived safety and effectiveness
Attitudes toward Children’s OTC Medications
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- Key points
- Attitudes do not translate to action
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- Figure 60: Purchase habits of children's OTC remedies, by age of child, December 2013
- Product recalls do not affect purchase habits
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- Figure 61: Attitudes toward recalled children's OTC remedies, by age of child, December 2013
- Determining which products to use
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- Figure 62: Seeking information about children's OTC remedies, by age of child, December 2013
- Impact of flavor in OTC pediatric selection
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- Figure 63: Attitudes toward flavor of children's OTC remedies, by age of child, December 2013
- Skepticism and confusion around OTC children’s medication
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- Figure 64: Attitudes toward treating children's ailments, by age of child, December 2013
- Giving medication at first sign of an ailment
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- Figure 65: Attitudes toward children's OTC remedies, by attitudes toward treating children's ailments, December 2013
Usage of and Attitudes toward Children’s Vitamins
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- Key points
- Many parents give their children vitamins
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- Figure 66: Vitamin usage, December 2013
- Parents believe in health benefits of vitamins
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- Figure 67: Bayer Flintstones – Omega-3 DHA Gummy Supplement
- Figure 68: Attitudes toward vitamins, by age of child, December 2013
- Promoting vitamins to parents from a lower household income
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- Figure 69: Attitudes toward vitamins, by household income, December 2013
- Warding off illness with vitamins
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- Figure 70: Any ailments experienced, by any children use vitamins, December 2013
Race and Hispanic Origin
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- Key points
- Growth of Hispanic and Black populations can drive sales of OTC pediatrics
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- Figure 71: Any ailments experienced, by race/Hispanic origin, December 2013
- Medications purchased and used
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- Figure 72: Types of OTC children's medications purchased, by race/Hispanic origin, December 2013
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- Figure 73: How often use children's fever reducers and pain relievers, by race/Hispanic origin, July 2012-September 2013
- Promoting vitamins to support brain health
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- Figure 74: Vitamin usage – Any children use vitamins, by race/Hispanic origin, December 2013
Appendix – Other Useful Consumer Tables
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- Retail channels
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- Figure 75: Total US retail sales of OTC pediatrics, by channel, at current prices, 2011-13
- Innovations and innovators
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- Figure 76: OTC children’s medication launches, by flavor, 2008-13
- Figure 77: OTC children’s medication launches, by format, 2008-13
- Ailments experienced
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- Figure 78: Any ailments experienced, by household size, December 2013
- Types of OTC Medications Purchased/Used
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- Figure 79: Number of OTC children's medications purchased, by household size, December 2013
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- Figure 80: Have purchased medication, by any ailments experienced, December 2013 (Part 1)
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- Figure 81: Have purchased medication, by any ailments experienced, December 2013 (Part 2)
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- Figure 82: Have purchased medication, by any ailments experienced, December 2013 (Part 3)
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- Figure 83: Brands of children's fever reducers and pain relievers used, July 2012-September 2013
- Usage of and interest in ways to treat ailments
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- Figure 84: Ailment treatment approaches used and interested in trying again, by employment, December 2013
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- Figure 85: Any interest in ways to treat ailments, among parents with children who experienced an ailment in past 12 months, December 2013
- Perceived safety and effectiveness
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- Figure 86: Remedy safety – Any safe, by gender, December 2013
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- Figure 87: Remedy effectiveness – Any effective, by gender, December 2013
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- Figure 88: Remedy safety – Any safe, by age, December 2013
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- Figure 89: Remedy effectiveness – Any effectiveness, by age, December 2013
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- Figure 90: Remedy safety – Any safe, by household income, December 2013
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- Figure 91: Remedy effectiveness – Any effective, by household income, December 2013
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- Figure 92: Remedy safety – Any safe, by employment, December 2013
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- Figure 93: Remedy effectiveness – Any effectiveness, by employment, December 2013
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- Figure 94: Remedy effectiveness – Any effectiveness, by region, December 2013
- Attitudes toward children’s OTC medications
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- Figure 95: Attitudes toward children's OTC remedies, by gender, December 2013
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- Figure 96: Attitudes toward children's OTC remedies, by race/Hispanic origin, December 2013
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- Figure 97: Attitudes toward children's OTC remedies, by attitudes toward treating children's ailments, December 2013
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- Figure 98: Attitudes toward treating children's ailments, by race/Hispanic origin, December 2013
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- Figure 99: Attitudes toward treating children's ailments, by any ailments experienced, December 2013 (Part 1)
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- Figure 100: Attitudes toward treating children's ailments, by any ailments experienced, December 2013 (Part 2)
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- Figure 101: Attitudes toward treating children's ailments, by any ailments experienced, December 2013 (Part 3)
- Usage of and attitudes toward children’s vitamins
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- Figure 102: Vitamin usage – Any children use vitamins, by household income, December 2013
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- Figure 103: Attitudes toward vitamins, by gender and age, December 2013
- Household size by age
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- Figure 104: Household size, by age of child, December 2013
- Health habits
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- Figure 105: Attitudes toward doctors, by race/Hispanic origin, July 2012-September 2013
Appendix – Market Drivers
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- Patient Protection and Affordable Care Act
- Consumer confidence
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- Figure 106: University of Michigan’s index of consumer sentiment (ICS), 2007-14
- Unemployment
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- Figure 107: US Unemployment Rate, by month, 2002-14
- Figure 108: US unemployment and underemployment rates, 2007-14
- Racial, ethnic population growth
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- Figure 109: US population by race and Hispanic origin, 2009, 2014, and 2019
- Shifting US demographics
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- Figure 110: Households with children, by race and Hispanic origin of householder, 2013
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- Figure 111: Annual births and fertility rate, 2002-12
- Figure 112: Fertility rate, by race and Hispanic origin, 2002-12
Appendix – Trade Associations
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