Table of Contents
Introduction
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- Products covered in this report
- Excluded
- Abbreviations
Executive Summary
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- OTC market set to see modest growth
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- Figure 1: Best- and worst-case forecast of UK retail value sales of OTC analgesics and cold and flu remedies, 2009-19
- Ineffective flu jab drives cold and flu remedies market
- Mature markets struggle to show innovation
- Treatments sought for pain
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- Figure 2: Ailments experienced and treatment sought in the last 12 months, February 2015
- Treatments sought for cold and flu
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- Figure 3: Treatments sought for cold and flu ailments in the last 12 months, February 2015
- Convenience drives popularity of OTC capsules/tablets
- Experience largely guides product choice
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- Figure 4: Factors influencing choice of treatment, February 2015
- 68% of adults interested in sugar-free remedies
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- Figure 5: Interest in new innovations and willingness to pay more for them, February 2015
- What we think
Issues and Insights
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- Broadening usage of cold and flu remedies
- The facts
- The implications
- Opportunity to expand usage of heat/cooling patches
- The facts
- The implications
Trend Application
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- Trend: Second Skin
- Trend: Factory Fear
- Trend: Help Me Help Myself
Market Drivers
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- Key points
- Population on the rise
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- Figure 6: Trends in the age structure of the UK population, 2009-19
- Household size impacting cold and flu market
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- Figure 7: UK households, by size, 2009-19
- Employees seek OTC remedies for their ailments
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- Figure 8: Employment and unemployment, by gender, 2009-19
- Rising fitness levels could benefit analgesics market
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- Figure 9: Estimates of consumer expenditure on in-home and individual fitness activities, 2009-14
- Flu jab effective in just 3% of cases
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- Figure 10: Monthly provisional figures on deaths, England, Wales and elsewhere, January 2013-January 2015
- Colder winter spurs on the number of cold/flu sufferers
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- Figure 11: Average temperature, 2005-14/15
- Prevalence of diabetes continues to rise
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- Figure 12: Prevalence of diabetes, by gender, 1994-2013
- Paracetamol ineffective for back pain
- Nurofen sued over false claims in Australia
Who’s Innovating?
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- Key points
- Analgesics
- Launch activity continues to rise in analgesics category
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- Figure 13: New launches in the analgesics category, % share by launch type, January 2012-February 2015
- Figure 14: Examples of own-label product launches in the analgesics category, 2014
- Non-ingested remedies grows share of total launch activity
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- Figure 15: New launches in the analgesics category, % share by format type, January 2012-February 2015
- Figure 16: Topical analgesic launches, 2014-15
- Launch activity fragmented
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- Figure 17: New launches in the analgesics category, % share by ultimate company (top eight and other), 2014
- Colds, flu, coughs and sore throat remedies
- Mature cold and flu market makes innovation increasingly difficult
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- Figure 18: New launches in the decongestive, cough, cold and flu relief and medicated confectionery categories, % share by launch type, January 2012-February 2015
- NPD increasingly favours decongestive, cough, cold and flu relief
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- Figure 19: New launches in the decongestive, cough, cold and flu relief and medicated confectionery categories, % share by sub-category, January 2012-February 2015
- Independent brands responsible for bulk of innovation
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- Figure 20: Branded versus own-label launches, by launch type, 2014
- Opportunity for more flavour innovation
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- Figure 21: New launches in the decongestive, cough, cold and flu relief category, % share by format type, January 2012-February 2015
- Growth in non-ingested remedies
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- Figure 22: Examples of non-ingested remedies launched in the decongestive, cough, cold and flu relief category, 2014-15
- Botanical/herbal claims remain high
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- Figure 23: % share of top claims in the decongestive, cough, cold and flu relief category, by top 10 for 2014, January 2012-February 2015
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- Figure 24: Examples of cold and flu relief launches carrying herbal/botanical claims, 2014-15
- Opportunity for more sugar-free remedies
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- Figure 25: % share of top claims in the medicated confectionery category, by top five for 2014, 2012-14
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- Figure 26: Examples of medicated confectionery launches carrying reduced/low/no-sugar claims, 2014
Market Size and Forecast
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- Key points
- Sales of topical analgesics and cold/flu remedies boost total market sales
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- Figure 27: UK retail value sales of OTC analgesics and cold and flu remedies, 2009-19
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- Figure 28: Best- and worst-case forecast of UK retail value sales of OTC analgesics and cold and flu remedies, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Topical analgesics drive growth
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- Figure 29: Consumer spending on OTC analgesics, by segment, years ending January, 2014 and 2015
- Sales of paediatric analgesics recover following health scares
- Ineffective flu jab drives sales of cold and flu remedies
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- Figure 30: Consumer spending on OTC cough, cold and flu remedies, by segment, years ending January, 2014 and 2015
Market Share
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- Key points
- Own-label continues to dominate the analgesics category
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- Figure 31: Retail value sales of OTC analgesics, by brand, years ending December, 2013 and 2014
- Lemsip leads cold and flu market
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- Figure 32: Retail value sales of cold, flu and decongestant remedies, by brand, years ending January, 2014 and 2015
Companies and Products
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- Kobayashi Healthcare
- Background and structure
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- Figure 33: Key financials for Kobayashi Healthcare Europe Limited, 2012-13
- Product range and innovation
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- Figure 34: Examples of new product launches by Kobayashi Healthcare in the analgesics market, January 2014 to March 2015
- Marketing and advertising
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- Figure 35: Kobayashi Healthcare advertising expenditure, January 2012-February 2015
- Procter & Gamble
- Background and structure
- Strategy and financial performance
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- Figure 36: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012-13
- Product range and innovation
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- Figure 37: Examples of new product launches by Procter & Gamble in the cold and flu market, January 2014-March 2015
- Marketing and advertising
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- Figure 38: Procter & Gamble advertising expenditure, January 2012-February 2015
- The Mentholatum Company
- Background and structure
- Strategy and financial performance
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- Figure 39: The Mentholatum Company Limited financial performance, 2013-14
- Product range and innovation
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- Figure 40: Examples of new product launches by The Mentholatum Company in the analgesics market, January 2014 to March 2015
- Marketing and advertising
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- Figure 41: The Mentholatum Company advertising expenditure, January 2012-February 2015
- Johnson & Johnson (McNeil Products)
- Background and structure
- Strategy and financial performance
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- Figure 42: McNeil Healthcare (UK) Limited financial performance, 2012-13
- Product range and innovation
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- Figure 43: Examples of new product launches by McNeil Healthcare/Johnson & Johnson in the OTC analgesics and cold and flu relief market, January 2014-March 2015
- Marketing and advertising
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- Figure 44: Johnson & Johnson (McNeil Products) advertising expenditure, January 2012- February 2015
- Novartis
- Background and structure
- Strategy and financial performance
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- Figure 45: Novartis Consumer Health UK Limited financial performance, 2012-13
- Product range and innovation
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- Figure 46: Examples of new product launches by Novartis in the OTC analgesics and cold and flu relief market, January 2014-March 2015
- Marketing and advertising
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- Figure 47: Novartis advertising expenditure, January 2012- February 2015
- Reckitt Benckiser
- Background and structure
- Strategy and financial performance
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- Figure 48: Reckitt Benckiser (global) financial performance, 2012-13
- Product range and innovation
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- Figure 49: Examples of new product launches by Reckitt Benckiser in the OTC analgesics and cold and flu relief market, January 2014-March 2015
- Marketing and advertising
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- Figure 50: Reckitt Benckiser advertising expenditure, January 2012- February 2015
- GlaxoSmithKline
- Background and structure
- Strategy and financial performance
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- Figure 51: GlaxoSmithKline UK Limited financial performance, 2012-13
- Product range and innovation
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- Figure 52: Examples of new product launches by GSK in the OTC analgesics and cold and flu relief market, January 2014-March 2015
- Marketing and advertising
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- Figure 53: GSK advertising expenditure, January 2012- February 2015
Brand Communication and Promotion
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- Key points
- Analgesics
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- Figure 54: Main media advertising expenditure on OTC analgesics, January 2012- February 2015
- Shift away from television
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- Figure 55: Main media advertising expenditure on OTC analgesics, by media type, January 2012- February 2015
- Novartis leads analgesics adspend
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- Figure 56: Main media advertising expenditure on OTC analgesics, % by company, January 2012- February 2015
- Voltarol leads analgesic brands advertising spend
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- Figure 57: Main media advertising expenditure on OTC analgesics, % share by brand (top seven and other), 2014
- Figure 58: Voltarol campaign, 2014
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- Figure 59: Nurofen campaign, February 2015
- Colds, flu, coughs and sore throat remedies
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- Figure 60: Main media advertising expenditure on cold, flu, decongestant remedies and medicated confectionery, January 2012- February 2015
- GSK steals share of advertising expenditure
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- Figure 61: Main media advertising expenditure on cold, flu, decongestant remedies and medicated confectionery, January 2012-February 2015
- Brand level adspend reflects competitive cold and flu market
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- Figure 62: Main media advertising expenditure on cold, flu, decongestant remedies and medicated confectionery, % share by brand (top 10 and other), 2014
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- Figure 63: Lemsip five symptoms, five minutes campaign, 2014
- Television dominant advertising channel
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- Figure 64: Main media advertising expenditure on cold, flu, decongestant remedies and medicated confectionery, % share by media type, January 2012-February 2015
Channels to Market
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- Key points
- Growth in discount sector steals share from supermarkets
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- Figure 65: UK retail value sales of OTC analgesics, cough, cold and flu relief and medicated confectionery, by outlet type, 2013 and 2014
The Consumer – Experience of Pain and Treatments Sought
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- Key points
- Headache most common type of pain
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- Figure 66: Pains experienced in the last 12 months, February 2015
- Increase in exercise spurs muscular pain
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- Figure 67: Experience of back pain and muscular/rheumatic pain in the last 12 months, by age, February 2015
- Treatments sought for pain
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- Figure 68: Ailments experienced and treatment sought in the last 12 months, February 2015
The Consumer – Experience of Cold and Flu and Treatments Sought
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- Key points
- 81% experience cold in last 12 months
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- Figure 69: Cold/flu ailments experienced in the last 12 months, February 2015
- Treatments sought for cold and flu
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- Figure 70: Treatments sought for cold and flu ailments in the last 12 months, February 2015
- Discrepancy between experience of cold/flu and use of treatments
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- Figure 71: % difference between the proportion of adults that had experienced cold/flu ailments, and proportion who had experienced and sought treatment, by ailment, February 2015
- Younger adults more likely to use topical remedies
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- Figure 72: Usage of topical treatments for treating cold and flu ailments in the last 12 months, by age, February 2015
The Consumer – Usage of Different Remedy Types
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- Key points
- Paracetamol benefits from low-cost convenience?
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- Figure 73: OTC formats used to treat ailments in the last 12 months, February 2015
- Usage of topical remedies highest amongst women and older adults
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- Figure 74: OTC formats used to treat ailments in the last 12 months, February 2015
The Consumer – Perceptions of Remedy Formats
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- Key points
- Methodology
- Convenience drives popularity of OTC capsules/tablets
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- Figure 75: Correspondence analysis, February 2015
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- Figure 76: Associations with different format types for OTC analgesics, cold and flu remedies, February 2015
- Topical treatments more likely to be associated with being overpriced
- Opportunity to emphasise convenience
The Consumer – Factors Influencing Choice of Treatment
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- Key points
- Experience largely guides product choice
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- Figure 77: Factors influencing choice of treatment, February 2015
- Younger people more likely to take friends’ recommendations
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- Figure 78: Factors influencing choice of treatment, selected statements by age, February 2015
- Advertising a bigger factor for heat/cool wrap users
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- Figure 79: Factors influencing choice of treatment, by those that have used heat/cool wraps in last 12 months, February 2015
The Consumer – Interest in New Innovations
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- Key points
- 23% of adults would pay more for once-a-day remedies
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- Figure 80: Interest in new innovations and willingness to pay more for them, February 2015
- Daily vitamin treatments
- Treatment guidance apps appeal to nearly two in five
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- Figure 81: Interest in remedies that feature in a mobile/tablet app which reminds you when to take your next dose of medicine, by age, February 2015
Appendix – Who’s Innovating?
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- Figure 82: % share of top claims in the analgesics category, based on top 10 for 2014, January 2012-February 2015
- Figure 83: Own-label vs branded product launches in the analgesics category, 2014
- Figure 84: New launches in the decongestive, cough, cold and flu relief and medicated confectionery categories, % share of own-label vs branded, January 2012-February 2015
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- Figure 85: New launches in the decongestive, cough, cold and flu relief and medicated confectionery categories, % share by top 10 ultimate companies and other, 2014
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Appendix – Market Share
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- Figure 86: Retail value sales of children’s analgesics, by brand, years ending December, 2013 and 2014
- Figure 87: Retail value sales of topical analgesics, by brand, years ending December, 2013 and 2014
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Appendix – Companies and Products
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- Figure 88: McNeil Advertising expenditure (£), 2014
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Appendix – Brand Communication and Promotion
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- Figure 89: Main media advertising expenditure on OTC analgesics, by media type, January 2012-February 2015
- Figure 90: Main media advertising expenditure on OTC analgesics, by brand, 2014
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Appendix – Channels to Market
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- Figure 91: UK retail value sales of OTC analgesics, by outlet type, 2012-14
- Figure 92: UK retail value sales of OTC cough, cold and flu relief and medicated confectionery, by outlet type, 2012-14
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