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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- The market
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- Figure 1: Total US sales and fan chart forecast of cough, cold, flu, and allergy remedies, at current prices, 2008-18
- Market drivers
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- Figure 2: Past 12 month incidence of ailments, February 2014
- Segment performance
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- Figure 3: Total US retail sales of cough, cold, flu, and allergy remedies, by segment, at current prices, 2011 and 2013
- New launches help boost key players to the top
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- Figure 4: MULO sales of cough, cold, allergy, and flu remedies, by leading companies, rolling 52-weeks 2012 and 2013
- The consumer
- Treating/determining how to treat
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- Figure 5: Determining how to treat ailments, February 2014
- Purchase attitudes
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- Figure 6: Attitudes toward purchasing OTC remedies, by age, February 2014
- Preventing illness
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- Figure 7: Preventing illness, by age, February 2014
- What we think
Issues and Insights
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- Consumers are becoming more proactive and preventative in their approach to health, presenting an opportunity for product expansion
- The issues
- The implications
- Most ailment sufferers know how to treat ailments from prior experience, making it difficult to get them to try new products
- The issues
- The implications
- Growth of homeopathic/natural products, increases competition for traditional OTC remedies
- The issues
- The implications
Trend Application
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- Trend: Guiding Choice
- Trend: Extend My Brand
- Trend: Prepare for the Worst
Market Size and Forecast
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- Key points
- Severe cold and flu season, as well as allergies, drives growth
- Sales and forecast of OTC cough, cold, flu, and allergy remedies
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- Figure 8: Total US sales and forecast of cough, cold, flu, and allergy remedies, at current prices, 2008-18
- Figure 9: Total US sales and forecast of cough, cold, flu, and allergy remedies, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Total US sales and fan chart forecast of cough, cold, flu, and allergy remedies, at current prices, 2008-18
Market Drivers
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- Key points
- Incidence of ailments drives category
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- Figure 11: Ailments experienced past 12 months, February 2014
- Severe 2012-13 flu season
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- Figure 12: Google flu trends, 2012-14
- Aging population could limit category growth
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- Figure 13: Population aged 18 or older, by age, 2014 and 2019, incidence of any ailments past 12 months, by age, February 2014
- More people in household means more illness
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- Figure 14: Share of households by size, 2003-13
- Nearly half of consumers get a flu shot to prevent flu
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- Figure 15: Incidence of flu shot, by age, February 2014
- Increased urbanization can lead to increased illness
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- Figure 16: Incidence of any ailments past 12 months, by region, February 2014
- Humidifiers, steamers, and vapor inhalers
- Increase in use/sales of homeopathic/herbal remedies
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- Figure 17: Use of homeopathic/herbal remedies, by ailments experienced, February 2014
Competitive Context
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- Key point
- Home remedies soothe ailment sufferers
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- Figure 18: Use of homeopathic/herbal remedies, by ailments experienced, February 2014
Segment Performance
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- Key points
- High incidence of ailments drives sales of cough, cold, and allergy remedies
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- Figure 19: Total US retail sales of cough, cold, flu, and allergy remedies, by segment, at current prices, 2011 and 2013
- Use of OTC cold, flu, and allergy remedies drive sales
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- Figure 20: Total US sales and forecast of cold, flu, allergy and sinus remedies, at current prices, 2008-18
- Allergies drive sales of leading brands, but still overpowered by cold/flu products
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- Figure 21: Sales of cold, flu, allergy and sinus remedies, in MULO channels, 2012 and 2013
- Cough/throat remedies grow substantially
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- Figure 22: Total US sales and forecast of cough/sore products, at current prices, 2008-18
- Steady growth in the cough remedy market
- Ease and affordability drive sales of cough drops
- Cough syrups experience steady growth
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- Figure 23: Total US sales of cough/throat remedies, at current prices, 2008-18
- Nasacort OTC switch will be bright spot for nasal remedies
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- Figure 24: Total US sales and forecast of nasal remedies, at current prices, 2008-18
Retail Channels
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- Key points
- Drug stores make up majority of sales
- “Other” retail channels give drug stores a run for their money
- Opportunity for supermarkets to increase sales
- Sales of cough, cold, flu, and allergy remedies, by channel
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- Figure 25: US sales of cough, cold, flu, and allergy remedies, at current prices, by retail channel, 2008-13
- Natural supermarket sales
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- Figure 26: US natural channel sales of OTC cold, flu, and allergy remedies, at current prices, 2011-13
Leading Companies
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- Key points
- Reckitt Benckiser dominates category
- Competition heats up among other leading brands
- Increased sales of private label brands present threat to brand names
- Manufacturer sales of OTC cough, cold, allergy, flu, and allergy remedies
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- Figure 27: MULO sales of cough, cold, allergy, and flu remedies, by leading companies, rolling 52-weeks 2012 and 2013
Brand Share – Cold, Flu, Allergy, and Sinus Remedies
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- Key points
- Incidence of allergies helps grow key brands
- Severe cold and flu season prompts sales
- Manufacturer sales of cold, allergy, and flu remedies
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- Figure 28: MULO sales of cold, allergy, and flu remedies, by leading companies, rolling 52-weeks 2012 and 2013
- Brand loyalty key to sales success
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- Figure 29: Key purchase measures for the top brands of cold, flu, allergy and sinus remedies, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
- Figure 30: Brands of cold, allergy and sinus remedies used, July 2012-September 2013
Brand Share – Nasal Remedies
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- Key points
- Small recovery but nasal products still struggling
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- Figure 31: Nasacort product image
- Manufacturer sales of nasal products
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- Figure 32: MULO sales of nasal products, by leading companies, rolling 52-weeks 2012 and 2013
- High loyalty among private label brands
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- Figure 33: Key purchase measures for the top brands of nasal remedies, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Cough/Sore Throat Drops
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- Key points
- High incidence of coughs and colds drive sales of cough drops
- Manufacturer sales of cough drops
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- Figure 34: MULO sales of cough drops, by leading companies, rolling 52-weeks 2012 and 2013
- Halls has strong brand loyalty
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- Figure 35: Key purchase measures for the top brands of cough/sore throat drops, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
- Figure 36: Brands of sore throat products used, July 2012-September 2013
Brand Share – Cough Syrup/Sore Throat Liquids
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- Key points
- Reckitt Benckiser leads cough syrup segment
- Manufacturer sales of cough syrup
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- Figure 37: MULO sales of cough syrups, by leading companies, rolling 52-weeks 2012 and 2013
- High loyalty among private label brands
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- Figure 38: Key purchase measures for the top brands of cough syrup/sore throat liquids, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
- Figure 39: Brands of cough syrup used, July 2012-September 2013
Innovations and Innovators
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- Cough, cold, and flu remedies continue to outpace allergy launches
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- Figure 40: Share of allergy relief and decongestive, cough, cold, and flu relief product launches, 2008-14
- Figure 41: Share of branded and private label allergy relief and decongestive, cough, cold, and flu relief product launches, 2008-13
- Decongestive, cough, cold, and flu products
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- Figure 42: OTC Decongestive, cough, cold, and flu product launches, top claims, 2008-13
- Fast-acting new product launch examples
- Free-from/homeopathic new product launch examples
- Allergy remedies
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- Figure 43: OTC Allergy product launches, top claims, 2008-13
- New product launch examples
Marketing Strategies
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- Overview of the brand landscape
- Athletic endorsements
- On-the-go convenience
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- Figure 44: Robitussin online ad
- Figure 45: Zyrtec dissolve tabs, 2014
- Not missing out
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- Figure 46: Robitussin, “Waking the baby,” 2014
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- Figure 47: Sudafed replay
- Getting back to normal
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- Figure 48: Tylenol cold, “for everything we do…”, 2013
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 49: Selected Ricola Twitter mentions, March 2014
- Figure 50: Key performance indicators, selected OTC cough, cold, flu, and allergy remedy brands, March 24, 2013-March 23, 2014
- Brand use and awareness
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- Figure 51: Brand use and awareness of OTC cough, cold, flu, and allergy remedy brands, February 2014
- Interaction with brands
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- Figure 52: Interaction with OTC cough, cold, flu, and allergy remedy brands, February 2014
- Leading online campaigns
- Marketing athletes and healthy living
- Hashtags to drive conversation, bring people together
- Brazilians love Halls
- What we think
- Online conversations
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- Figure 53: Online mentions, selected OTC cough, cold, flu, and allergy remedy brands, March 24, 2013-March 23, 2014
- Where are people talking about OTC cough, cold, flu, and allergy remedies?
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- Figure 54: Mentions, by page type, selected OTC cough, cold, flu, and allergy remedy brands, March 24, 2013-March 23, 2014
- What are people talking about online?
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- Figure 55: Mentions, by topic of conversation, selected OTC cough, cold, flu, and allergy remedy brands, March 24, 2013-March 23, 2014
Treating Ailments
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- Key points
- Remedies help ailment sufferers back on their feet quickly
- Flu sufferers need their rest
- Alternatives to treat allergies
- External formats do not generate a lot of use
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- Figure 56: Correspondence Analysis, April 2014
- Figure 57: Treating ailments, April 2014
- Female ailment sufferers present a prime target, older consumers more preventative
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- Figure 58: Used OTC remedy to treat ailments, by gender and age, February 2014
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- Figure 59: Used OTC remedy to treat flu, by gender and age, February 2014
- Types of products used
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- Figure 60: Formula of cold, allergy, and sinus remedies used, by age, July 2012-September 2013
Determining How to Treat Ailments
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- Key points
- Knowing is half the battle
- Seeking a doctor’s expertise
- Younger consumers influenced by a wide range of sources
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- Figure 61: Determining how to treat ailments, by age, February 2014
- Allergy sufferers know their treatment, while flu sufferers need guidance
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- Figure 62: Determining how to treat ailments, by ailments experienced past 12 months, February 2014
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- Figure 63: Determining how to treat ailments, by purchased OTC cough, cold, flu, and allergy remedy brands, February 2014
Product Selection
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- Key points
- Product claims and brand name influences OTC selection
- Female users more influenced by product attributes
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- Figure 64: OTC product selection, by gender, February 2014
- Older consumers rely on claims, doctor recommendation
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- Figure 65: OTC product selection, by age, February 2014
- Brand users seek product attributes
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- Figure 66: OTC product selection, by purchased OTC cough, cold, flu, and allergy remedy brands, February 2014
Purchasing Attitudes and Behaviors
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- Key points
- Brand loyalty key to driving sales
- Consumers seek day/night versions
- Trust in homeopathic/herbal growing
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- Figure 67: Attitudes toward purchasing OTC remedies, by age, February 2014
- Encourage sufferers to stock up on products
- Saving money not a key driver for OTC purchases
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- Figure 68: Approach to purchasing remedies, by age, February 2014
- Remedy user attitudes
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- Figure 69: Attitudes/opinions about health and wellness, by remedy users, July 2012-September 2013
Preventing Illness
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- Key points
- Ailment sufferers seek to prevent illness
- Vitamins help prevent illness
- Older women more invested in health prevention
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- Figure 70: Preventing illness, by gender and age, February 2014
- Investing in prevention
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- Figure 71: Preventing illness, by household income, February 2014
- All around prevention
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- Figure 72: Preventing illness, by had a flu shot in the last 12 months, February 2014
Race and Hispanic Origin
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- Key points
- Growth of non-White populations
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- Figure 73: Population by race and Hispanic origin, 2014 and 2019, incidence of any ailments past 12 months, by race/Hispanic origin, February 2014
- Experiencing ailments common among all demographics
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- Figure 74: Any ailments experienced past 12 months, by race/Hispanic origin, February 2014
- A need for expertise
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- Figure 75: Determining how to treat ailments, by race/Hispanic origin, February 2014
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- Figure 76: Approach to purchasing remedies, by race/Hispanic origin, February 2014
- Brand loyal users
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- Figure 77: OTC product selection, by race/Hispanic origin, February 2014
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- Figure 78: Attitudes toward purchasing OTC remedies, by race/Hispanic origin, February 2014
Appendix – Other Useful Consumer Tables
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- Demographics
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- Figure 79: Population aged 18 or older, by age, 2009-19
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- Figure 80: Population by race and Hispanic origin, 2009-19
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- Figure 81: Average household size, by race of householder, 2003-13
- Retail channels
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- Figure 82: Total US retail sales of cough, cold, flu, and allergy remedies, by channel, at current prices, 2011-13
- Ailments experienced
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- Figure 83: Ailments experienced past 12 months – Any experienced, by gender, February 2014
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- Figure 84: Ailments experienced past 12 months – Any experienced, by age, February 2014
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- Figure 85: Ailments experienced past 12 months – Any experienced, by household size, February 2014
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- Figure 86: Ailments experienced past 12 months – Any experienced, by had a flu shot in the last 12 months, February 2014
- Innovations and innovators
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- Figure 87: OTC decongestive, cough, cold, and flu product launches, top claims, 2008-13
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- Figure 88: OTC Allergy product launches, top claims, 2008-13
- Treating ailments
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- Figure 89: Treating ailments, February 2014
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- Figure 90: Used OTC herbal remedy to treat ailments, by gender and age, February 2014
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- Figure 91: Used OTC herbal remedy to treat the flu, by gender and age, February 2014
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- Figure 92: Used OTC homeopathic remedy to treat ailments, by gender and age, February 2014
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- Figure 93: Used OTC homeopathic remedy to treat the flu, by gender and age, February 2014
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- Figure 94: Used OTC herbal/homeopathic remedy to treat ailments, by race/Hispanic origin, February 2014
- Determining how to treat ailments
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- Figure 95: Determining how to treat ailments, by gender, February 2014
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- Figure 96: Determining how to treat ailments, by gender and age, February 2014
- Product selection
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- Figure 97: OTC product selection, by age and gender, February 2014
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- Figure 98: OTC product selection, by ailments experienced past 12 months, February 2014
- Purchasing attitudes and behaviors
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- Figure 99: Attitudes toward purchasing OTC remedies, by gender, February 2014
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- Figure 100: Attitudes toward purchasing OTC remedies, by purchased OTC cough, cold, flu, and allergy remedy brands, February 2014
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- Figure 101: Attitudes toward purchasing OTC remedies, by ailments experienced past 12 months, February 2014
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- Figure 102: Attitudes toward purchasing OTC remedies, by purchasing products, February 2014
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- Figure 103: Attitudes toward purchasing OTC remedies, by purchasing products, February 2014 (continued)
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- Figure 104: Approach to purchasing remedies, by gender, February 2014
- Preventing illness
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- Figure 105: Preventing illness, by gender, February 2014
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- Figure 106: Preventing illness, by age, February 2014
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- Figure 107: Preventing illness, by ailments experienced past 12 months, February 2014
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- Figure 108: Preventing illness, by household size, February 2014
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- Figure 109: Preventing illness, by race/Hispanic origin, February 2014
- Brands used
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- Figure 110: Cold, allergy and sinus remedies, July 2007-September 2013
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- Figure 111: Brands of sore throat products used, July 2007-September 2013
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- Figure 112: Brands of cough syrup used, July 2007-September 2013
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- Figure 113: Store brand use of cold, allergy and sinus remedies, cough syrup, and sore throat products, by race/Hispanic origin July 2012-September 2013
- Correspondence analysis methodology
Appendix – Social Media
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- Online conversations
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- Figure 114: Online mentions, selected OTC cough, cold, flu, and allergy remedy brands, March 24, 2013-March 23, 2014
- Brand analysis
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- Figure 115: NyQuil key social media indicators, March 2014
- Figure 116: Claritin key social media indicators, march 2014
- Figure 117: Zyrtec key social media indicators, March 2014
- Figure 118: Mucinex key social media indicators, March 2014
- Figure 119: Halls key social media indicators, March 2014
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- Figure 120: Ricola key social media indicators, March 2014
- Brand use or awareness
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- Figure 121: Brand use or awareness, February 2014
- Figure 122: Halls use or awareness, by demographics, February 2014
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- Figure 123: Ricola use or awareness, by demographics, February 2014
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- Figure 124: Zyrtec usage or awareness, by demographics, February 2014
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- Figure 125: Claritin usage or awareness, by demographics, February 2014
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- Figure 126: Mucinex usage or awareness, by demographics, February 2014
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- Figure 127: NyQuil usage or awareness, by demographics, February 2014
- Activities done
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- Figure 128: Activities done, February 2014
- Figure 129: Halls – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 130: Halls – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 131: Halls – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 132: Halls – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 133: Ricola – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 134: Ricola – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 135: Ricola – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 136: Ricola – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 137: Zyrtec – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 138: Zyrtec – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 139: Zyrtec – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 140: Zyrtec – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 141: Claritin – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 142: Claritin – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 143: Claritin – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 144: Claritin – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 145: Mucinex – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 146: Mucinex – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 147: Mucinex – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 148: Mucinex – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 149: NyQuil – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 150: NyQuil – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 151: NyQuil – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 152: NyQuil – Activities done – I have researched the brand on social media to, by demographics, February 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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