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
- Growth may not be sustainable
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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
- Companies and brands
- Solpadeine benefits from renewed advertising push
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- Figure 2: Retail value sales of all OTC analgesics, % share by brand, year ending February 2019
- Night Nurse bucks declining trend
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- Figure 3: Retail value sales of cold and flu remedies, % share by brand, year ending February 2019
- Fall in cough syrup sales may be related to sugar concerns
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- Figure 4: Retail value sales of cough liquids, % share by brand, year ending February 2019
- Jakemans benefits from increased adspend
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- Figure 5: Retail value sales of medicated confectionery, % share by brand, year ending February 2019
- The consumer
- Headaches common, especially among 25-34s
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- Figure 6: Types of pain suffered in the last 12 months, April 2018 vs March 2019
- Encouragement for further topical analgesic development
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- Figure 7: Treatments sought for types of pain, March 2019
- Combination analgesics usage falls
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- Figure 8: OTC oral analgesic formats used, April 2018 vs March 20192018 and 2019
- Encouragement for further topical analgesic development
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- Figure 9: OTC topical analgesic formats used, April 2018 vs March 2019
- Reassertion of the value of topical analgesics could pay off
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- Figure 10: Attitudes towards topical analgesics, March 2019
- An increase in incidence of sore throats
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- Figure 11: Types of cold/flu and cough/sore throat (not as symptoms of cold/flu) suffered in the last 12 months, April 2018 vs March 2019
- Consumers still lean on traditional remedies for cold and flu
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- Figure 12: Treatments sought for cold/flu and cough/sore throat (not as symptoms of cold/flu), March 2019
- Topical remedies seen as less value for money
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- Figure 13: Correspondence analysis of perceptions of cold/flu remedy formats, March 2019
- Painkillers taking the place of cold and flu remedies
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- Figure 14: Behaviours around cold and flu remedies, March 2019
- What we think
Issues and Insights
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- Potential still exists for topical analgesics
- The facts
- The implications
- Holistic approaches could offer growth
- The facts
- The implications
The Market – What You Need to Know
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- Growth may not be sustainable
- Analgesics benefit from NHS struggles
- Cold and flu remedies battle consumer preference for analgesics
- Price pressure driven by supermarkets, discounters
- Obesity in unexpected jump
- Ageing population may mean more pain management
- Physical symptoms of stress could drive painkiller sales
Market Size and Forecast
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- Current growth may not be sustainable
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- Figure 15: UK retail value sales of OTC analgesics and cold and flu remedies, at current and constant prices, 2013-23
- Growth to remain slow but steady
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- Figure 16: 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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- Analgesics benefit from NHS struggles
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- Figure 17: UK retail value sales of OTC analgesics, by segment, 2017 and 2018
- Cold and flu remedies battle consumer preference for analgesics
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- Figure 18: UK retail value sales of OTC cold and flu remedies, by segment, 2017 and 2018
Channels to Market
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- Pricing pressure driven by supermarkets and discounters
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- Figure 19: UK retail value sales of OTC analgesics, cough, cold and flu relief and medicated confectionery, by outlet type, 2017 and 2018
Market Drivers
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- Smoking rate falls
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- Figure 20: Smoking prevalence in adults – Current smokers (APS) proportion percentage, 2011-17
- State of nation’s health provides opportunity for diversification
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- Figure 21: Trends in body mass index (BMI), England, 2000-17
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- Figure 22: Stress experienced in the last 12 months, by age, February 2018
- Sugar awareness could change consumer preferences
- Ageing population may mean more pain management
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- Figure 23: Trends in the age structure of the UK population, 2013-23
- Cuts to NHS minor ailment scheme could benefit own-label brands
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- Figure 24: Buy Your Own Simple Painkillers campaign, 2017
- Flu vaccine uptake rises
Companies and Brands – What You Need to Know
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- Solpadeine benefits from renewed advertising push
- Night Nurse bucks declining trend
- NPD falls as manufacturers seek margin
- Topicals still lead the way in analgesics NPD
- Topical trend may be spreading to cold and flu category
- Voltarol campaign drives topical analgesic adspend
Market Share
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- Solpadeine benefits from renewed advertising push
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- Figure 25: Retail value sales of OTC analgesics, by brand, years ending February 2018 and 2019
- Night Nurse bucks declining trend
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- Figure 26: Retail value sales of cold and flu remedies, by brand, years ending February 2018 and 2019
- Cough syrup decline may be associated with sugar concerns
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- Figure 27: Retail value sales of cough liquids, by brand, years ending February 2018 and 2019
- Jakemans benefits from increased adspend
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- Figure 28: Retail value sales of medicated confectionery, by brand, years ending February 2018 and 2019
Launch Activity and Innovation
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- Analgesics
- NPD falls as manufacturers seek margin
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- Figure 29: New product launches in the OTC analgesics market, by launch type, January 2016-March 2019
- Topicals still lead the way in analgesics NPD
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- Figure 30: New product launches in the OTC analgesics market, by format type, January 2016-March 2019
- Figure 31: New product launch examples of non-ingested OTC analgesics, 2018
- NPD is fragmented
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- Figure 32: New product launches in the OTC analgesics market, by top 10 ultimate companies and other, 2018
- Figure 33: Nurofen’s Joint & Muscular Pain Relief Medicated Plaster launch, October 2018
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- Figure 34: New packaging and relaunch examples of OTC analgesics from top four ultimate companies, 2018
- Figure 35: Examples of new variety/range extension launches in own-label OTC analgesics, 2018
- Ethical claims rise
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- Figure 36: Top 10 claims in the OTC analgesics market, 2017 and 2018
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- Figure 37: New launch examples of sugar-free babies’ & toddlers’ analgesics, 2018
- Cough, cold and flu remedies
- NPD falls in declining category
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- Figure 38: New product development in the cough, cold and flu remedies market, by launch type, January 2016-March 2019
- Topical trend may be spreading to cold and flu category
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- Figure 39: Examples of new product launches in the cough, cold and flu remedies market, 2018
- Figure 40: New product development in the cough, cold and flu remedies market*, by format, January 2016-March 2019
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- Figure 41: Examples of non-ingested cough, cold and flu remedy launches, 2018
- No clear leader in cold and flu NPD
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- Figure 42: New product development in the cough, cold and flu remedies market, by top ultimate companies and others, January 2016-March 2019
- Figure 43: Examples of oral cough, cold and flu remedy launches from top ultimate companies, 2018
- No-additives/preservatives claims on the rise
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- Figure 44: Top 10 claims in the cough, cold and flu remedies market, 2017 and 2018
- Figure 45: Examples of cough, cold and flu remedy launches with natural claims, 2018
Advertising and Marketing Activity
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- Analgesics
- Recorded adspend rises as brands push topicals
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- Figure 46: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, January 2016-March 2019
- Several brands increase adspend on topicals
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- Figure 47: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by top advertisers and other, January 2017-March 2019
- Voltarol dominates share of voice
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- Figure 48: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by top brands and other, 2018
- Voltarol aims to get people moving
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- Figure 49: Voltarol advert – Take 2 Minutes to Move, 2018
- Nurofen highlights speed
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- Figure 50: Nurofen Express 200mg Liquid Capsules advert, 2019
- Figure 51: Nurofen’s experimental pop-up garden at London King’s Cross station, October 2018
- Significant use of digital
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- Figure 52: Total above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by media type, January 2016-March 2019
- Cough, cold and flu remedies
- Adspend falls as brands cut back
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- Figure 53: Recorded above-the-line, online display and direct mail advertising expenditure on cold/flu and cough remedies, January 2016-March 2019
- Vicks benefits from rising adspend
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- Figure 54: Total above-the-line, online display and direct mail advertising expenditure on cold/flu and cough remedies, by top advertisers and other, January 2017-March 2019
- Figure 55: Day & Night Nurse advert, 2018
- Splintered market sees adspend spread
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- Figure 56: Total above-the-line, online display and direct mail advertising expenditure on cold/flu and cough remedies, by top brands and other, 2018
- TV adspend falls as manufacturers make cuts
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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 2016-March 2019
- Figure 58: Benylin digital campaign, 2018
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Headaches common, especially among 25-34s
- Oral analgesics most popular, but topicals making progress
- CBD oil may represent threat to growth
- Expense a barrier for topicals
- Homemade remedies popular with parents
- Painkillers taking the place of cold and flu remedies
Types of Pain Suffered and Treatments Sought
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- Headaches common, especially among 25-34s
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- Figure 59: Types of pain suffered in the last 12 months, 2018 and 2019
- Period pain a key driver of sales
- Oral remedies remain most popular
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- Figure 60: Treatments sought for any head pain, March 2019
- Topicals rise for body pain
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- Figure 61: Treatments sought for any body pain, March 2019
- Opportunity to target menstrual pain with alternative treatments
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- Figure 62: Treatments sought for menstrual pain, March 2019
Analgesic Formats
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- Combination analgesics fall in popularity
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- Figure 63: OTC oral analgesic formats used, April 2018 vs March 2019
- Encouragement for further topical analgesic development
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- Figure 64: OTC topical analgesic formats used, April 2018 vs March 2019
- CBD oil may represent threat to growth
Attitudes towards Topical Analgesics
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- Reassertion of the value of topical analgesics could pay off
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- Figure 65: Attitudes towards topical analgesics, March 2019
- Expense a barrier for topicals…
- …as is perceived wastefulness
Experience of Colds and Flu and Treatments Sought
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- An increase in incidence of sore throats
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- Figure 66: Types of cold/flu and cough/sore throat (not as symptoms of cold/flu) suffered in the last 12 months, April 2018 vs March 2019
- Consumers still lean on traditional remedies for cold and flu
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- Figure 67: Treatments sought for cold/flu, March 2019
- Homemade cold/flu remedies popular with parents
- Young people more open to topicals for cough and sore throat
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- Figure 68: Treatments sought for cough/sore throat (not as symptoms of cold/flu), March 2019
Perceptions of Cold and Flu Remedy Formats
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- Topical remedies seen as less value for money
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- Figure 69: Correspondence analysis of perceptions of cold/flu remedy formats, March 2019
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- Figure 70: Perceptions associated with cold/flu remedy formats, March 2019
Behaviours around Cold and Flu Remedies
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- Painkillers taking the place of cold and flu remedies
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- Figure 71: Behaviours around cold and flu remedies, March 2019
- Speed remains critical…
- …as does trust
- Brands still carry value for consumers
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 72: Best- and worst-case forecast of UK value sales of OTC analgesics, 2013-23
- Figure 73: Best- and worst-case forecast of UK value sales of OTC cough, cold and flu remedies and decongestants, 2013-23
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Appendix – Companies and Brands
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- Figure 74: New product launches in the OTC analgesics market, own-label vs branded, January 2016-March 2019
- Figure 75: New product development in the cough, cold and flu remedies market, by sub-category, January 2016-March 2019
- Figure 76: New product development in the cough, cold and flu remedies market, branded vs own-label, January 2016-March 2019
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