Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Own-label continues to challenge market growth
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- Figure 1: Best- and worst-case forecast of UK value sales of OTC analgesics and cold and flu remedies, 2013-23
- Changes to NHS England prescription services are a potential positive
- Companies and brands
- Nurofen leads the way in analgesics
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- Figure 2: Retail value sales of all OTC analgesics, % share by brand, year ending May 2018
- Lemsip solidifies leadership in cold and flu remedies
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- Figure 3: Retail value sales of cold and flu remedies, % share by brand, year ending May 2018
- Benylin stretches lead in cough liquids
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- Figure 4: Retail value sales of cough liquids, % share by brand, year ending May 2018
- Strepsils grows market share in medicated confectionery
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- Figure 5: Retail value sales of medicated confectionery, % share by brand, year ending May 2018
- Topical analgesics drive NPD
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- Figure 6: New product launches in the OTC analgesics market, by launch type, January 2015-April 2018
- Increased NPD focus on non-ingested cold and flu remedies returns
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- Figure 7: New product development in the cough, cold and flu remedies market, by launch type, January 2015-April 2018
- The consumer
- Headache most commonly experienced
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- Figure 8: Types of pain suffered in the last 12 months, April 2018
- Oral remedies still most sought
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- Figure 9: Treatments sought for types of pain, April 2018
- Paracetamol the leading oral analgesic
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- Figure 10: OTC oral remedy formats used, April 2018
- Wraps enjoy a younger age profile
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- Figure 11: OTC topical remedy formats used, April 2018
- 31% prepared for pain
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- Figure 12: Behaviours around experiencing pain, April 2018
- Women drive experience of colds
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- Figure 13: Types of cold/flu and cough/sore throat (not as symptoms of cold/flu) suffered in the last 12 months, April 2018
- Women suffer more symptoms
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- Figure 14: Cold and flu symptoms experienced in the last 12 months, by gender, April 2018
- Oral remedies most chosen
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- Figure 15: Treatments sought for cold/flu and cough/sore throat (not as symptoms of cold/flu), April 2018
- Too busy to take care
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- Figure 16: Behaviours around dealing with colds and flu, April 2018
- Own-label products trusted
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- Figure 17: Attitudes towards OTC remedies for treating pains and ailments, April 2018
- What we think
Issues and Insights
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- People won’t slow down to get well
- The facts
- The implications
- NHS ‘crisis’ provides an opportunity for OTC brands and pharmacies
- The facts
- The implications
- Own-label continues to undermine value growth
- The facts
- The implications
The Market – What You Need to Know
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- Own-label continues to challenge market growth
- Topical analgesics see 3% value growth
- Sugar concerns could be driving down sales of cold and flu remedies
- Chemists see sales fall…
- …but changes to NHS England prescription services are a potential positive for the channel
- Obesity levels remain high
- Ageing population likely to increase need for OTC analgesics…
- …but low birth rate is a challenge
- Increase in ‘presenteeism’ increases demand for OTC remedies
Market Size and Forecast
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- Own-label continues to challenge market growth
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- Figure 18: UK retail value sales of OTC analgesics and cold and flu remedies, at current and constant prices, 2013-23
- Market forecast to return to growth
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- Figure 19: Best- and worst-case forecast of UK value sales of OTC analgesics and cold and flu remedies, 2013-23
- Forecast methodology
Market Segmentation
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- Topical analgesics see 3% value growth
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- Figure 20: UK retail value sales of OTC analgesics, by segment, 2016-18
- Sugar concerns could be driving down sales of cold and flu remedies…
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- Figure 21: UK retail value sales of OTC cough, cold and flu remedies, by segment, 2016-18
- …whilst maximum-strength products may also be impacting on the category
Channels to Market
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- Chemists see sales fall
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- Figure 22: UK retail value sales of OTC analgesics, cough, cold and flu relief and medicated confectionery, by outlet type, 2016-18
Market Drivers
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- Obesity levels remain high
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- Figure 23: Trends in body mass index (BMI), England, 1995-2016
- Sugar concerns rise
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- Figure 24: Sugar Awareness Week, 30 October-5 November 2017
- Ageing population likely to increase need for OTC analgesics
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- Figure 25: Trends in the age structure of the UK population, 2012-22
- Low birth rate challenges the category
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- Figure 26: Trends in number of live births (thousands), and mean age of mothers at the birth of their child, England and Wales, 2010-16
- Flu vaccinations advance
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- Figure 27: Flu vaccination rate, by selected demographics, 2017 vs 2016
- NHS under increased pressure
- Cuts to NHS minor ailment scheme
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- Figure 28: List of conditions for which prescribing should be restricted (according to NHS England), April 2018
- Increase in ‘presenteeism’ increases demand for OTC remedies
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- Figure 29: Employment trends (thousands), by gender, 2012-22
Companies and Brands – What You Need to Know
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- Nurofen leads in analgesics
- Lemsip solidifies leadership in cold and flu remedies
- Topical analgesics drive NPD
- Increased NPD focus on non-ingested cold and flu remedies returns
- DDD Group doubles recorded adspend on analgesics
- Adspend levels for cough, cold and flu remedies drop below NPD
- Anadin well known but uninspiring
- Covonia most likely to be recommended
Market Share
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- Nurofen leads in analgesics
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- Figure 30: Retail value sales of OTC analgesics, by brand, years ending May 2017 and 2018
- Lemsip solidifies leadership in cold and flu remedies
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- Figure 31: Retail value sales of cold and flu remedies, by brand, years ending May 2017 and 2018
- Benylin stretches lead in cough liquids
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- Figure 32: Retail value sales of cough liquids, by brand, years ending May 2017 and 2018
- Strepsils grows market share in medicated confectionery
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- Figure 33: Retail value sales of medicated confectionery, by brand, years ending May 2017 and 2018
Launch Activity and Innovation
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- Analgesics
- NPD levels off
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- Figure 34: New product launches in the OTC analgesics market, by launch type, January 2015-April 2018
- Topical analgesics drive NPD
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- Figure 35: New product launches in the OTC analgesics market, by format type, January 2015-April 2018
- Figure 36: Examples of topical OTC analgesics launches, 2017
- Own-label increases focus on topical analgesics
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- Figure 37: New product launches in the OTC analgesics market, own-label vs branded, January 2015-April 2018
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- Figure 38: Examples of non-ingested own-label launches in the UK OTC analgesics market, 2017
- Topical manufacturers lead the way
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- Figure 39: New product launches in the OTC analgesics market, by top 10 ultimate companies and other, 2017
- Convenience claims dominate
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- Figure 40: Top 10 claims in the OTC analgesics market, 2017
- Cough, cold and flu remedies
- Decongestants lead NPD
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- Figure 41: New product development in the cough, cold and flu remedies market, by sub-category, January 2015-April 2018
- NPD continues its steady rise
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- Figure 42: New product development in the cough, cold and flu remedies market, by launch type, January 2015-April 2018
- Figure 43: Examples of new packaging launches in the cough, cold and flu remedies market, 2017
- Increased NPD focus on non-ingested cold and flu remedies returns
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- Figure 44: New product development in the cough, cold and flu remedies market*, by format, January 2015-April 2018
- Figure 45: Examples of non-ingested cough, cold and flu remedy launches, 2017
- Own-label NPD falls back
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- Figure 46: New product development in the cough, cold and flu remedies market, branded vs own-label, January 2015-April 2018
- Market fragmented
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- Figure 47: New product development in the cough, cold and flu remedies market, by top ultimate companies and other, 2017
- Botanical and herbal claims popular
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- Figure 48: Top 10 claims in the cough, cold and flu remedies market, 2017
- Figure 49: Examples of cough, cold and flu remedy launches with botanical and herbal claims, 2017
Advertising and Marketing Activity
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- Analgesics
- Adspend levels off
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- Figure 50: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, January 2015-April 2018
- TV continues to dominate
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- Figure 51: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by media type, January 2015-April 2018
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- Figure 52: A Combogesic Story by Thornton & Ross, May 2018
- DDD Group shows growth
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- Figure 53: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by top advertisers and other, January 2016-April 2018
- Figure 54: Mentholatum’s MindYourBack Campaign, October 2017
- Topical analgesics market growth drive Voltarol adspend
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- Figure 55: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by top brands and other, 2017
- Cough, cold and flu remedies
- Adspend levels drop below NPD
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- Figure 56: Recorded above-the-line, online display and direct mail advertising expenditure on cold/flu and cough remedies, January 2015-April 2018
- TV leads the way
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- Figure 57: Total above-the-line, online display and direct mail advertising expenditure on cold/flu and cough remedies, by media type, January 2015-April 2018
- Figure 58: GSK Day & Night Nurse ad pop-up, January 2018
- Figure 59: Covonia’s social media initiative #FeelThePower, 2018
- Market leaders swap places in adspend
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- Figure 60: Total above-the-line, online display and direct mail advertising expenditure on cold/flu and cough remedies, by top advertisers and other, January 2016-April 2018
- Lemsip the leader
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- Figure 61: Total above-the-line, online display and direct mail advertising expenditure on cold/flu and cough remedies, by top brands and other, 2017
- Figure 62: Lemsip TV advert for Dry Cough & Sore Throat Oral Solution, 2017
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 63: Attitudes towards and usage of selected brands, April 2018
- Key brand metrics
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- Figure 64: Key metrics for selected brands, April 2018
- Brand attitudes: Covonia cares
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- Figure 65: Attitudes, by brand, April 2018
- Brand personality: Sudafed accessible
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- Figure 66: Brand personality – Macro image, April 2018
- 4head youthful
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- Figure 67: Brand personality – Micro image, April 2018
- Brand analysis
- Covonia most likely to be recommended
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- Figure 68: User profile of Covonia, April 2018
- 4head seen as youthful
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- Figure 69: User profile of 4head, April 2018
- Sudafed regarded as consistently high quality
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- Figure 70: User profile of Sudafed, April 2018
- Anadin well known but uninspiring
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- Figure 71: User profile of Anadin, April 2018
The Consumer – What You Need to Know
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- Headaches the most commonly experienced pain
- Women more likely to experience pain
- Paracetamol the leading oral analgesic
- Wraps enjoy a younger age profile
- 31% prepared for pain
- Women drive experience of colds…
- …whilst flu experience is driven by young men
- Oral cold and flu remedies most chosen
- Too busy to take care
- Own-label products trusted
Types of Pain Suffered and Treatments Sought
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- Headache most commonly experienced
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- Figure 72: Types of pain suffered in the last 12 months, April 2018
- Menstrual pain dominates for women…
- …increasing opportunities for topical analgesics
- Musculoskeletal pain increases with age
- Back pain an ‘ageless’ concern
- Oral remedies still most sought
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- Figure 73: Treatments sought for types of pain, April 2018
Analgesic Formats
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- Paracetamol the leading oral analgesic
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- Figure 74: OTC oral remedy formats used, April 2018
- Wraps enjoy a younger age profile
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- Figure 75: OTC topical remedy formats used, April 2018
Behaviours around Experiencing Pain
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- 31% prepared for pain
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- Figure 76: Behaviours around experiencing pain, April 2018
Experience of Colds and Flu and Treatments Sought
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- Women drive experience of colds…
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- Figure 77: Types of cold/flu and cough/sore throat (not as symptoms of cold/flu) suffered in the last 12 months, April 2018
- …while younger men drive flu experience
- Non-cold/flu-related coughs and sore throats could still nudge sufferers towards cold remedies
- Women suffer more symptoms
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- Figure 78: Cold and flu symptoms experienced in the last 12 months, by gender, April 2018
- Oral remedies most chosen
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- Figure 79: Treatments sought for cold/flu and cough/sore throat (not as symptoms of cold/flu), April 2018
Behaviours around Dealing with Colds and Flu
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- Too busy to take care
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- Figure 80: Behaviours around dealing with colds and flu, April 2018
- Prevention over cure important for 32%
Attitudes towards OTC Analgesics and Cold and Flu Remedies
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- Own-label products trusted
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- Figure 81: Attitudes towards OTC remedies for treating pains and ailments, April 2018
- 39% have confidence in homemade remedies
- Seniors think claims are unrealistic
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
Appendix – Market Size and Forecast
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- Figure 82: Best- and worst-case forecast of UK value sales of OTC adult oral analgesics, 2013-23
- Figure 83: Best- and worst-case forecast of UK value sales of OTC paediatric analgesics, 2013-23
- Figure 84: Best- and worst-case forecast of UK value sales of OTC topical analgesics, 2013-23
- Figure 85: Best- and worst-case forecast of UK value sales of OTC cold remedies, 2013-23
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- Figure 86: Best- and worst-case forecast of UK value sales of OTC cough liquids, 2013-23
- Figure 87: Best- and worst-case forecast of UK value sales of medicated confectionery, 2013-23
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