What you need to know
Illness is prevalent among children, as 76% of children younger than 12 have been sick 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) children’s health products market has continued to grow despite recent moderate flu seasons and a declining number of US households with children. When it comes to illness, parents will spend on products to help their children feel better, and many are seeking out natural remedies and free-from formulations as safer alternatives to mainstream medications. The future of the market will rely on parents’ interest in multi-benefit products that address more specific, and trending, areas of their child’s wellbeing.
Definition
For the purposes of this Report, Mintel has used the following definitions:
The children's health products market, as defined by Mintel for this Report, 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 – cough and cold remedies; allergy, sinus, and nasal 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 includes 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.
