Table of Contents
Executive Summary
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- The issues
- New parents are purchasing fewer medications than those with parenting experience
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- Figure 1: Children’s OTC medication purchased in past year, by first time parents, November 2015
- Home remedies compromise OTC medication use
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- Figure 2: Attitudes towards treating with a home remedy, November 2015
- Parents may not choose any remedies to treat mild ailments
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- Figure 3: Attitudes towards not treating ailments, November 2015
- The opportunities
- Natural remedies offer a safe alternative for parents
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- Figure 4: Attitudes toward purchasing natural remedies, by number of children in the household, November 2015
- Electrolytes segment is primed for new product introductions
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- Figure 5: Segment share of MULO RTD baby electrolytes, 52 weeks ending Nov. 1, 2015
- Parents are interested in the advice of experts
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- Figure 6: Interest in retail health clinics, November 2015
- What it means
The Market – What You Need to Know
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- OTC pediatrics have solid growth in 2015, continued growth projected
- Non-treatment and home remedies are competition for OTC pediatrics
- Kids are likely to get sick, and where they live impacts their ailment
- Fewer households with children, yet more babies being born in the US
Market Size and Forecast
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- OTC pediatrics experiences solid growth in 2015, projected to continue
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- Figure 7: Total US sales and fan chart forecast of OTC pediatrics, at current prices, 2010-20
- Figure 8: Total US sales and forecast of OTC pediatrics, at current prices, 2010-20
Market Breakdown
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- Almost half of sales are outside of drug stores and supermarkets
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- Figure 9: Total US retail sales of OTC pediatrics, by channel, at current prices, 2013 and 2015
Market Perspective
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- Some parents choose not to treat ailments
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- Figure 10: Attitudes towards not treating ailments, November 2015
- A home remedy can be used in place of OTC medications
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- Figure 11: Attitudes towards treating with a home remedy, November 2015
Market Factors
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- Kids get sick
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- Figure 12: Children’s ailments experienced, November 2015
- Number of households with children still waning; yet total children rises
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- Figure 13: Households, by presence of own children, 2005-15
- Figure 14: US population, by child’s age, 2010-20
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- Figure 15: Annual births and fertility rate, 2004-14
- Where children live impacts the types of ailments experienced
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- Figure 16: Children’s ailments experienced, by region, November 2015
Key Players – What You Need to Know
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- J&J leads the pack in the OTC pediatric market
- Cold, cough, allergy, electrolytes and natural remedies are succeeding
- Pedicare struggles; vitamin, mineral and supplement sales stagnate
- New formats of OTC pediatrics and probiotics will grow the market
Manufacturer Sales of OTC Pediatrics
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- J&J maintains its lead in sales of OTC pediatrics
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- Figure 17: MULO sales of OTC pediatrics, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
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- Cold, allergy, cough, nasal is the largest segment
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- Figure 18: Total MULO sales for children’s OTC pediatric remedies, by segment, rolling 52 weeks 2015
- Figure 19: MULO sales of select cold, cough, nasal remedies, rolling 52 weeks 2014 and 2015
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- Figure 20: MULO sales of select children’s allergy brands, rolling 52 weeks 2014 and 2015
- Brand familiarity keeps J&J brands top in pain and fever relief
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- Figure 21: MULO sales of internal analgesics, by leading companies, rolling 52 weeks 2014 and 2015
- Baby electrolytes market controlled by Abbott
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- Figure 22: MULO sales of RTD baby electrolytes, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Natural brands Hyland’s and Maty’s experience solid growth
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- Figure 23: MULO sales of select Homeopathic brands, rolling 52 weeks 2014 and 2015
What’s Struggling?
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- Prestige Brands’ Pedicare see sales dip across all segments
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- Figure 24: MULO sales of PediaCare products, rolling 52 weeks 2014 and 2015
- Vitamins, minerals, and supplement sales stagnate
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- Figure 25: MULO sales of vitamins, minerals, and supplements*, by leading companies and brands, rolling 52 weeks 2014 and 2015
What’s Next?
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- Oxy Bump delivers oxygen-powered relief to children’s nose and throat
- Parents proactively treating child’s gut health
- Lollipop formats of medicated relief could appeal to children
The Consumer – What You Need to Know
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- Most kids get sick
- Almost all parents with a sick child purchase OTC medications
- Liquid is parent’s go-to format, but kids like gummy more
- Technology offers the convenience parents want to treat a sick kid
- Parents rely first on OTC medications; some forgo treatment
- Some parents are more exploratory in their product choices
Ailments Kids Experience
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- Most children get sick
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- Figure 26: Children’s ailments experienced in past year, by child’s age, November 2015
- Where kids live impacts their illnesses
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- Figure 27: Children’s ailments experienced in past year, by region, November 2015
- More kids in a household means more germs to go around
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- Figure 28: Children’s ailments experienced in past year, by number of children in household, November 2015
- The impact of some ailments vary by race
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- Figure 29: Children’s ailments experienced in past year, by race and Hispanic origin, November 2015
Children’s OTC Medications Purchased
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- Pain relievers, cold, and cough medications top purchased items
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- Figure 30: Children’s OTC medication purchased in past year, November 2015
- Seasoned parents are purchasing more medications
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- Figure 31: Children’s OTC medication purchased in past year, by first time parents, November 2015
- Child’s age impacts types of products purchased
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- Figure 32: Select children’s OTC medication purchased in past year, by child’s age, part 1, November 2015
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- Figure 33: Select children’s OTC medication purchased, by child’s age, part 2, November 2015
- A similar relationship exists between illnesses and treatments by race and Hispanic origin
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- Figure 34: Children’s OTC medication purchased in the past year, by race and Hispanic origin, November 2015
Perceptions of OTC Medication Formats
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- Liquid is parent’s go-to format; kids like gummy
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- Figure 35: Correspondence analysis, perceptions of formats, November 2015
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- Figure 36: Appeal, ease of use, safety, and go-to appeal of medication formats, November 2015
- Hard drops are difficult for children to use; yet children find them appealing
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- Figure 37: Perceptions of hard drops, November 2015
- Ointments are for niche needs, but work quick and are easy to use
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- Figure 38: Perceptions of ointment/rubs, November 2015
Interest in Tools to Treat and Diagnose
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- Parents are drawn to experts for diagnosing
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- Figure 39: Interest in retail health clinics, November 2015
- Technology conveniences are also appealing
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- Figure 40: Interest in technology to diagnosis and treat child’s ailments, November 2015
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- Figure 41: Interested in technology to diagnosis and treat child’s ailments, by Hispanic origin, race and area, November 2015
- Access to diagnoses from the comfort of home resonate with parents
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- Figure 42: Interest in apps or social media to diagnosis and treat child’s ailments, November 2015
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- Figure 43: Interested in apps or social media to diagnosis and treat child’s ailments, by Hispanic origin, race, area, child’s age, first time parent, November 2015
Attitudes toward Treating Illnesses
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- Parents turn to OTC medications first to treat their child’s ailments
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- Figure 44: Attitudes toward treating children with medications, by region, area, first time parent, November 2015
- More than one quarter of parents let illnesses run the course
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- Figure 45: Attitudes toward letting ailments run the course, by region, area, parent employment, November 2015
- Professionals are best information source, but not first point of contact
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- Figure 46: Attitudes toward sources of information, by area, number of children in household, child’s age, November 2015
Attitudes toward Shopping for Treatments
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- One third of parents are buying brand name treatments
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- Figure 47: Attitudes toward purchasing OTC medication, by Hispanic origin and race, November 2015
- New products are polarizing to parents
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- Figure 48: Attitudes toward trying new OTC medications, by number of children in household, child’s age, November 2015
- One quarter of parents purchase medications with natural ingredients
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- Figure 49: Attitudes toward natural and homeopathic OTC medication, by Hispanic origin and race, number of children in the household, November 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 50: Total US sales and forecast of OTC pediatrics, at inflation-adjusted prices, 2010-20
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Appendix – Key Players
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- Figure 51: MULO sales of cold, allergy, cough, nasal remedies, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 52: MULO sales of miscellaneous health remedies, by leading companies and brands, rolling 52 weeks 2014 and 2015
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