Table of Contents
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, 2009-19
- Major players
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- Figure 2: MULO sales of cough, cold, flu, and allergy remedies, by leading companies, rolling 52 weeks 2014
- The consumer
- Most adults use traditional OTC remedies
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- Figure 3: Cough, cold, flu and allergy treatment, January 2015
- Some adults get by without buying
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- Figure 4: OTC remedy detractors, January 2015
- Consumers seeking relief demand speed and longevity
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- Figure 5: OTC remedy selection factors, January 2015
- OTC product loyalty wavers
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- Figure 6: OTC remedy purchasing habits, total respondents and 25-34s, January 2015
- What we think
Issues and Insights
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- Does the OTC industry grow only when Americans are sick?
- The issues
- The implications
- How can suppliers maximize appeal to adults aged 25-34?
- The issues
- The implications
- How can product recalls and abuse be avoided?
- The issues
- The implications
Trend Application
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- Trend: Help Me Help Myself
- Trend: Factory Fear
- Trend: Guiding Choice
Market Size and Forecast
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- Key points
- Sales and forecast of cough, cold, flu, and allergy remedies
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- Figure 7: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, at current prices, 2009-19
- Figure 8: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, at inflation-adjusted prices, 2009-19
- Steady as it goes
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- Figure 9: Total US sales and fan chart forecast of cough, cold, flu, and allergy remedies, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Common ailments are truly common
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- Figure 10: Incidence and frequency of cough/cold/flu in the past 12 months, January 2015
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- Figure 11: Incidence and frequency of allergies in the past 12 months, January 2015
- Severity of the flu season
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- Figure 12: Estimate Influenza-like illness, US data and Google Flu Trends data, 2003-2014
- Figure 13: Google flu trends, 2014-15 seasonal flu, compared to past six years
- Declining share of households with children
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- Figure 14: Incidence of cough/cold/flu in the past 12 months, January 2015
- Increased urbanization
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- Figure 15: Incidence of cough/cold/flu in the past 12 months, January 2015
- Hand washing (or lack thereof)
Competitive Context
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- Key points
- Many alternatives to OTC cold/cough/flu/allergy medications
- Viable alternatives include resting or not treating symptoms at all
- Prescription medications: part of the continuum of treatment options
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- Figure 16: Alternative treatment, January 2015
- Safety concerns
Segment Performance
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- Key points
- Nasacort’s Rx-to-OTC launch shifts market share
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- Figure 17: Total US retail sales of cough, cold, flu, and allergy remedies, by segment, at current prices, 2012 and 2014
- Bad flu seasons increase cold/flu/sinus remedy sales
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- Figure 18: Total US retail sales and forecast of cold/flu/sinus remedies, at current prices, 2009-19
- Rx-to-OTC transitions and rising pollen counts drive sales
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- Figure 19: Total US retail sales and forecast of allergy remedies, at current prices, 2009-19
- Cough/sore throat remedies ride the coattails of many ailments
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- Figure 20: Total US retail sales and forecast of cough/throat remedies, at current prices, 2009-19
Retail Channels
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- Key points
- Mass merchandisers and supermarkets invading drug store territory
- Opportunity for supermarkets to increase sales
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- Figure 21: Total US retail sales of cough, cold, flu, and allergy remedies, by channel, at current prices, 2012 and 2014
- Natural supermarket sales
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- Figure 22: Natural supermarket sales of cough, cold, flu, and allergy remedies, at current prices, rolling 52 weeks 2012-14
- Natural channel led by herbal remedies for cold/flu/immune system
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- Figure 23: Natural supermarket sales of cough, cold, flu, and allergy remedies, by type, at current prices, rolling 52 weeks 2012 and 2014
Leading Companies
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- Key points
- Bayer leapfrogs to top slot with acquisition of Merck
- Sanofi-Aventis’ sales increase 38% in one year
- Private label accounts for 30% of sales in MULO
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- Figure 24: MULO sales of cough, cold, allergy, and flu remedies, by leading companies, rolling 52 weeks 2013 and 2014
Brand Share – Cold/Flu/Allergy Remedies
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- Key points
- Mucinex, Vicks NyQuil/DayQuil and Claritin are leading brands
- J&J’s brands take off as Pfizer’s nosedive
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- Figure 25: MULO sales of cold/flu/allergy remedies, by leading companies and brands, rolling 52 weeks 2013 and 2014
Brand Share – Cough/Throat Remedies
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- Key points
- Halls and Ricola top cough and sore throat drop brands
- Robitussin and Delsym lead cough syrup brands
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- Figure 26: MULO sales of cough/throat remedies, by leading companies and brands, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- Cold, cough, and flu remedies predominate new product launch activity
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- Figure 27: Share of decongestive, cough, cold, and flu relief and allergy relief product launches 2009-15
- Decongestive, cough, cold, and flu remedies
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- Figure 28: Share of branded and private label decongestive, cough, cold, and flu relief product launches 2009-14
- Homeopathic and time/speed claims lead messages for cough/cold/flu product launches
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- Figure 29: OTC decongestive, cough, cold, and flu relief product launches, top claims 2009-14
- Homeopathic new product launch examples
- Time/Speed new product launch examples
- Allergy remedy new product launches
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- Figure 30: Share of branded and private label decongestive, cough, cold, flu and allergy relief product launches 2009-14
- Figure 31: OTC allergy remedy product launches, top claims 2009-14
- Allergy new product launch examples
Marketing Strategies
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- Overview of the brand landscape
- Multisymptom relief and an Rx pedigree
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- Figure 32: Flonase Allergy Relief, television ad, 2015
- Empowering cold and flu sufferers
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- Figure 33: Mucinex, Mr. Mucus Reads Sick Tweets, Number 2, 2015
- No time for a sick day (with a bit of humor too)
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- Figure 34: Vicks Dayquil/Nyquil, television ad, 2014
- Don’t Worry, Be Happy
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- Figure 35: Claritin-D Cold, television ad, 2015
Incidence and Frequency of Ailments
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- Key points
- Most everyone suffers at some point during the year
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- Figure 36: Incidence and frequency of cough/cold/flu in the past 12 months, January 2015
- Who gets a cold?
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- Figure 37: Incidence and frequency of a cold the past 12 months, by selected demographics, January 2015
- Who gets the flu?
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- Figure 38: Incidence and frequency of flu in the past 12 months, by selected demographics, January 2015
- Most adults report some experience with allergies
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- Figure 39: Incidence and frequency of allergies in the past 12 months, January 2015
- Who has allergies?
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- Figure 40: Incidence and frequency of allergies in the past 12 month – Any allergies, by demographics, January 2015
Treatment
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- Key points
- Use highest for targeted remedies
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- Figure 41: Cough, cold, flu and allergy treatment, January 2015
- Vast majority of cold sufferers use an OTC remedy
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- Figure 42: OTC cold treatment, by demographics, January 2015
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- Figure 43: OTC cold treatment (part two), by demographics, January 2015
- Eight in 10 flu sufferers choose OTC remedy
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- Figure 44: OTC flu treatment, by demographics, January 2015
- Figure 45: OTC flu treatment (part two), by demographics, January 2015
- Allergy sufferers more likely to take allergy meds or nasal sprays
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- Figure 46: OTC outdoor allergy treatment, by demographics, January 2015
- Figure 47: OTC outdoor allergy treatment (part two), by demographics, January 2015
- Formula of remedy used
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- Figure 48: Formula of cold, allergy, and sinus remedies used, by age, August 2013-September 2014
Alternative Treatment
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- Key points
- Most adults rely on some alternative remedies
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- Figure 49: Alternative cold treatment, by demographics, January 2015
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- Figure 50: Alternative cold treatment (part two), by demographics, January 2015
- Outdoor allergy sufferers aged 25-34 most likely to use alternative methods
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- Figure 51: Alternative outdoor allergy treatment, by demographics, January 2015
- Figure 52: Alternative outdoor allergy treatment (part two), by demographics, January 2015
Detractors
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- Key points
- Winning over consumers who are getting by without
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- Figure 53: OTC remedy detractors, January 2015
- Educating to address concerns of adults aged 25-44
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- Figure 54: OTC remedy detractors, by demographics, January 2015
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- Figure 55: OTC remedy detractors (part two), by demographics, January 2015
Selection Factors
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- Key points
- Most important claims: speed, duration, and strength
- Most important referral sources: doctors and pharmacists
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- Figure 56: OTC remedy selection factors, January 2015
Product Selection
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- Key points
- Product selection is not set in stone
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- Figure 57: Product selection, January 2015
- Adults 18-34 most likely to try new remedies
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- Figure 58: OTC remedy purchasing habits, by demographics, January 2015
- Adults 25-34 most likely to research products and use mobile media/technology
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- Figure 59: OTC remedy information gathering, by demographics, January 2015
Appendix – Other Useful Market Tables
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- Figure 60: Households, by presence of own children, 2003-13
- Figure 61: Natural supermarket sales of cough, cold, flu, and allergy remedies, by form, at current prices, rolling 52 weeks 2012 and 2014
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Appendix – Other Useful Consumer Tables
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- Cold allergy sinus remedy brand usage
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- Figure 62: Brands of cold, allergy, and sinus remedies used – Brand summary – (part one), by demographics, August 2013-September 2014
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- Figure 63: Brands of cold, allergy, and sinus remedies used – Brand summary – (part two), by demographics, August 2013-September 2014
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- Figure 64: Brands of cold, allergy and sinus remedies used – (part one), by demographics, August 2013-September 2014
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- Figure 65: Brands of cold, allergy, and sinus remedies used – (part two), by demographics, August 2013-September 2014
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- Figure 66: Brands of cold, allergy, and sinus remedies used – (part three), by demographics, August 2013-September 2014
- Cough syrup brand usage
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- Figure 67: Brands of cough syrup used, by age, August 2013-September 2014
- Sore throat product brand usage
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- Figure 68: Brands of sore throat products used, by demographics, August 2013-September 2014
- Frequency of product use
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- Figure 69: Frequency of cold, allergy, and sinus remedy use – Allergy, by demographics, August 2013-September 2014
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- Figure 70: Frequency of cold, allergy, and sinus remedy use – Cold, by demographics, August 2013-September 2014
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- Figure 71: Frequency of cold, allergy, and sinus remedy use – Flu, by demographics, August 2013-September 2014
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- Figure 72: Frequency of cold, allergy, and sinus remedy use – Sinus, by demographics, August 2013-September 2014
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- Figure 73: Frequency of cold, allergy, and sinus remedy use – Other ailment, by demographics, August 2013-September 2014
- Type of cold, allergy, sinus remedies used
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- Figure 74: Type of cold, allergy, and sinus remedies used, by demographics, August 2013-September 2014
- Types of cough syrup used
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- Figure 75: Types of cough syrup used, by age, August 2013-September 2014
- Sore throat product usage details
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- Figure 76: Types of sore throat products used, by age, August 2013-September 2014
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- Figure 77: Kinds of sore throat products used, August 2013-September 2014
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- Figure 78: Frequency of sore throat product use, August 2013-September 2014
Appendix – Trade Associations
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- American Pharmacists Association (APhA)
- Consumer Healthcare Product Association (CHPA)
- Chain Drug Marketing Association (CDMA)
- Drug, Chemical & Associated Technologies
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