Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Excluded:
Executive Summary
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- The market
- Category value slips into decline
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- Figure 1: Best- and worst-case forecast of UK retail value sales of children’s OTC healthcare products, 2012-22
- Companies and brands
- Calpol retains top slot
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- Figure 2: UK brand shares in value sales of children’s OTC healthcare products, year ending September 2017
- NPD declines following peak in 2016
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- Figure 3: New product development in the children’s OTC healthcare market, by product segment, 2014-17
- The consumer
- Colds remain common
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- Figure 4: Types of contractible ailments suffered by youngest child in the last 12 months, November 2017
- Cuts and grazes indicate potential for more lifestyle marketing
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- Figure 5: Types of non-contractible ailments suffered by youngest child in the last 12 months, November 2017
- Home remedies benefit from desire to reduce chemical intake
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- Figure 6: Treatments sought, November 2017
- Natural ingredients ‘reassuring’
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- Figure 7: Attitudes towards children’s OTC remedies, November 2017
- Sleep viewed as most important to children’s health
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- Figure 8: Behaviours around children’s health, November 2017
- Mental health seen as important
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- Figure 9: Attitudes towards children’s health, November 2017
- What we think
Issues and Insights
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- Alleviating pressure on parents
- The facts
- The implications
- A growing focus on the safety profile of ingredients
- The facts
- The implications
The Market – What You Need to Know
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- Category value slips into decline
- Paediatric analgesics dominate sales
- Sales of nappy rash cream buoyed by ‘alternative uses’
- Children’s lifestyle problems may cause health issues
- NHS structural issues help OTC brands
- ‘Nasal flu jabs’ for 2-3-year-olds
Market Size and Forecast
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- Category value slips into decline
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- Figure 10: UK retail value sales of children’s OTC healthcare products, at current and constant prices, 2012-22
- Relatively slow growth predicted
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- Figure 11: Best- and worst-case forecast of UK retail value sales of children’s OTC healthcare products, 2012-22
- Forecast methodology
Market Segmentation
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- Paediatric analgesics dominate sales
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- Figure 12: UK retail value sales of children’s OTC healthcare products, by segment, 2015-17 (est)
- Head lice remedies impacted by ingredients’ concerns
- Sales of nappy rash cream buoyed by ‘alternative uses’
Channels to Market
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- Chemists remain go-to shopping location, but supermarkets are catching up
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- Figure 13: UK retail value sales of children’s OTC healthcare products, by outlet type, 2015-17 (est)
Market Drivers
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- Baby boom bonus ends
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- Figure 14: Trends in the age structure of the UK population of 0-14-year-olds, by age, 2013-23
- Lifestyle changes potentially storing up future health issues
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- Figure 15: Healthy habits of children, March 2017
- Children increasingly struggle to meet ‘five-a-day’ target
- More exercise needed by many children
- Excess sugar also a problem
- Visits to NHS dentists rise
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- Figure 16: Number (in thousands) of child patients seen in England by NHS dentists in the previous 12 months and the percentage of the child population, at specified dates, June 2016-September 2017
- NHS structural issues help OTC brands
- ‘Nasal flu jabs’ for 2-3-year-olds
- Children’s OTC in the media
Companies and Brands – What You Need to Know
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- Calpol retains top slot
- NPD declines following peak in 2016
- Calpol adspend jumps 68% in a year
- Sudocrem the most trusted brand
Market Share
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- Calpol retains top slot
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- Figure 17: Retail value sales of children’s OTC healthcare products, by brand, years ending September, 2016 and 2017
Launch Activity and Innovation
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- NPD declines following peak in 2016
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- Figure 18: New product development in the children’s OTC healthcare market, by product segment, 2014-17
- Figure 19: Examples of NPD in the children’s OTC healthcare products market under the Calpol and Nurofen for Children brands, 2016
- True innovation dominates
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- Figure 20: New product development in the children’s OTC healthcare market, by launch type, 2014-17
- Figure 21: Examples of new varieties/range extensions and new products in the children’s OTC healthcare products market, 2016-17
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- Figure 22: Top 10 claims in the children’s OTC healthcare products market (based on top 10 for 2017), 2016 and 2017
- A fragmented market
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- Figure 23: New product development in the children’s OTC healthcare market, by ultimate company, 2017
- Supermarkets shy away from NPD
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- Figure 24: New product development in the children’s OTC healthcare market, branded vs own-label, 2014-17
- Figure 25: Examples of own-label product launches in the children’s OTC healthcare products market, 2017
Advertising and Marketing Activity
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- Calpol adspend jumps 68% in a year
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- Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on selected UK children’s OTC healthcare products, by leading brand (based on 2017), 2014-17
- TV commands largest investment in advertising spend
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- Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on selected children’s OTC healthcare products, by media type, 2014-17
- Notable campaigns
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- Figure 28: Calpol TV advert, 2015
- Figure 29: Calpol Infant Suspension TV advert, April 2017
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- Figure 30: Sudocrem TV advert, 2016
- Figure 31: Lyclear head lice treatment shampoo TV advert, 2016
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- Figure 32: Vamousse head lice treatment TV advert, 2015
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 33: Attitudes towards and usage of selected brands, December 2017
- Key brand metrics
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- Figure 34: Key metrics for selected brands, December 2017
- Brand attitudes: Calpol worth paying more for
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- Figure 35: Attitudes, by brand, December 2017
- Brand personality: All brands seen as accessible
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- Figure 36: Brand personality – macro image, December 2017
- Social media buzz could solve Sudocrem’s ‘old-fashioned’ image
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- Figure 37: Brand personality – micro image, December 2017
- Brand analysis
- Sudocrem the most trusted brand
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- Figure 38: User profile of Sudocrem, December 2017
- Calpol enjoys huge name recognition
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- Figure 39: User profile of Calpol, December 2017
- Hedrin struggles among lower-income groups
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- Figure 40: User profile of Hedrin, December 2017
- Tixylix struggles with recognition
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- Figure 41: User profile of Tixylix, December 2017
The Consumer – What You Need to Know
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- Colds remain common
- Flu experienced by one in five
- Head lice get ‘smart’
- Home remedies benefit from desire to reduce chemical intake
- Fathers struggle more with the category
- Sleep viewed as most important to children’s health
- The importance of getting children moving
- Mental health seen as important
- Experience of illness important in the long-term
Types of Ailments Suffered
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- Colds remain common
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- Figure 42: Types of contractible ailments suffered by youngest child in the last 12 months, November 2017
- Flu experienced by one in five
- Head lice get ‘smart’
- Cuts and grazes indicate potential for more lifestyle marketing
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- Figure 43: Types of non-contractible ailments suffered by youngest child in the last 12 months, November 2017
Treatments Sought
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- Parents of youngest children seek professional help
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- Figure 44: Treatments sought, November 2017
- GP visits become more difficult
- Home remedies benefit from desire to reduce chemical intake
Attitudes towards Children’s OTC Remedies
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- Natural ingredients ‘reassuring’
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- Figure 45: Attitudes towards children’s OTC remedies, November 2017
- Fathers struggle more with the category
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- Figure 46: Agreement with attitudes towards children’s OTC remedies, by gender of parent, November 2017
Behaviours around Children’s Health
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- Sleep viewed as most important to children’s health
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- Figure 47: Behaviours around children’s health, November 2017
- Bedding in healthy habits for the future
- The importance of getting children moving
Attitudes towards Children’s Health
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- Mental health seen as important
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- Figure 48: Attitudes towards children’s health, November 2017
- Experience of illness important in the long-term…
- …particularly to dads
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- Figure 49: Agreement with the statement “It is better for a child’s immune system to fight an ailment before giving a non-prescription remedy”, by gender of parent, November 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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