What you need to know
Illness is prevalent among children, as 90% of children younger than 12 experienced some type of ailment in the past year. Their weaker immune system combined with opportunities for interaction and germ spreading makes them especially susceptible to illness. The OTC (over-the-counter) pediatrics market has continued to grow after a series of product recalls in 2010-13, as parents’ confidence in familiar brands has returned. When it comes to illness, parents will spend on products to help their children feel better and some are seeking out natural remedies as a safer alternative.
This report explores parents’ attitudes toward children’s OTC medications, including private label and name brand medications. The report will also discuss opportunities for product innovation.
Definition
For the purposes of this report, Mintel has used the following definitions:
The OTC pediatrics products market includes children’s strength versions of OTC medications and vitamins/minerals/supplements. This includes remedies that are designed to treat children younger than 12, including babies and toddlers.
The market is segmented as follows:
Cold, cough, and allergy remedies (includes sinus and nasal remedies): cold/allergy/sinus remedies; cough syrup; cough/sore throat drops; sore throat remedies; nasal sprays/drops/inhalers; nasal strips; nasal aspirators
Vitamins/minerals/supplements: multi-vitamins; 1- and 2-letter vitamins; minerals and supplements. Supplements include only those herbal, homeopathic, and similar products that are generally sold through mainstream retailers.
Internal analgesics – liquid and tablet form
Baby electrolytes
Other health remedies: ear care products; oral pain relief; external analgesic rubs; chest rubs; bedwetting remedies; gastrointestinal remedies, including laxatives, diarrhea remedies, stomach remedies, antacids, motion sickness tablets
The report excludes lice treatments and health accessories (thermometers, bandages, braces, vaporizers, etc) as well as prescription medications.
The market size is based on specific brands of children’s medications. In some cases, available point-of-sale data do not differentiate between children’s and adult versions that share the same brand name. Mintel estimated sales of those brands, as well as private label versions of OTC pediatrics, based on similarities with identified brands and additional research on the market.
