Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Total US retail sales and forecast of children's health products, at current prices, 2014-24
- Top takeaways
- Key trends
- Parents are physically prepared, but don’t feel it when illness strikes
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- Figure 2: Parents sentiment toward their sick children, September 2019
- Natural solutions give parents peace of mind
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- Figure 3: Children’s OTC remedy claims that encourage purchase, September 2019
- Hispanic parents are self-managing their children’s wellbeing
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- Figure 4: Use of children’s OTC remedies, by Hispanic origin, September 2019
- Trending health focuses for parents will trickle down to their kids
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- Figure 5: Reasons parents take a VMS, by parents age, July 2019
- Stack-up on wellness benefits
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- Figure 6: Reasons for giving children a VMS, September 2019
- What it means
The Market – What You Need to Know
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- The market for OTC children’s health products is stable
- Cold, pain remedies steady market; VMS has potential
- Make it a family affair; reach parents on social media
- Obesity is still a problem; solutions are likely to face scrutiny
- In light of limited growth, emerging demographics offer opportunity
Market Size and Forecast
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- Market growth tied to the frequency of children’s ailments
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- Figure 7: Total US retail sales and forecast of children's health products, at current prices, 2014-24
- Figure 8: Total US retail sales and forecast of children's health products, at current prices, 2014-24
Market Breakdown
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- Cold/cough, pain remedies steady market; VMS has potential
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- Figure 9: Total US retail sales and forecast of OTC children's health products, by segment, at current prices, 2014-24
- Purchases are occurring where parents already shop
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- Figure 10: Total US retail sales of children and health products, by channel, at current prices, 2017 and 2019
Market Perspective
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- Health and wellness needs to be a family activity
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- Figure 11: Select health hurdles, by total and parents, November 2018
- Advertising on social media is a must to reach parents
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- Figure 12: Information sources currently used to learn ways to manage health, by total and parents, November 2018
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- Figure 13: Facebook post, Pedialyte
- Obesity is an issue for some kids and intensifies during school-age years
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- Figure 14: Percent of children who are obese, by age, 2015-16
Market Factors
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- Declining birth rates limit market for children’s OTC health products
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- Figure 15: US households, by presence and ages of own children, 2018
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- Figure 16: Annual births and general fertility rate, 2007-17
- Nearly half of Hispanic households have children
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- Figure 17: US households with related children, by race and Hispanic origin of householder, 2018
- Not all families are like the Joneses
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- Figure 18: Living arrangements of children under age 18, by race and Hispanic origin, 2018
Key Players – What You Need to Know
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- Trusted brands, expanded uses and breaking boundaries are winning
- Stiff competition in MULO market
- Sleeping like babies
- Connections: emotional and offline
- Instant mail increases access
What’s Working
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- J&J is the brand parents trust
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- Figure 19: Multi-outlet sales of internal analgesics, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Rehydration, it’s not just for kids
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- Figure 20: Multi-outlet sales of baby electrolytes, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Nosefrida leading by more than a nose; offers products from head to toe
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- Figure 21: Multi-outlet sales of select sinus remedies, rolling 52 weeks 2018 and 2019
- Figure 22: Instagram post, Fridababy
- Natural helps breakdown category boundaries
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- Figure 23: Facebook post, Sundown Kids
- Vaccinations are common
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- Figure 24: Children’s vaccinations, September 2019
What’s Struggling
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- Allergy remedies are in demand, but competition is stiff
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- Figure 25: Multi-outlet sales of select children's allergy brands, rolling 52 weeks 2018 and 2019
- Cold and cough section is crowded
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- Figure 26: Multi-outlet sales of select children’s cold and cough remedies, rolling 52 weeks 2018 and 2019
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- Figure 27: Vicks and Zarbee’s new product launches
- VMS sales impacted by characters; potential to stack on the benefits
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- Figure 28: Multi-outlet sales of vitamins and minerals, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 29: New product launch, Olly Nutrition
What to Watch
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- Help children get well rested
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- Figure 30: Multi-outlet sales of OTC sleep aid products, by select leading companies, rolling 52 weeks 2018 and 2019
- Figure 31: Instagram post, Natrol Kids Melatonin
- Parents trust parents; feature their stories and experiences
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- Figure 32: Moms’ attitudes toward parenting advice, by age of kids, July 2019
- Getting kids to switch off…content characters
- Drone delivery will increase sales of children’s remedies
The Consumer – What You Need to Know
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- Kids get sick; parents share their germs and care
- Parents know what they need to do and are ready to treat ailments
- Parents have faith in OTC remedies
- Professional approval reassures choice, ingredients seal the deal
- Parents are supplementing their children’s diet for peace of mind
- Parents feel for their sick children
- Parents want help
- Digitally sync up with parents
- In-store events are a family affair
Illness Incidence
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- Kids get sick and most share the germs with their parents
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- Figure 33: Incidence of illness, September 2019
- Parents are in it together…for the most part
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- Figure 34: Primary caregiver for sick kids, by parent gender, September 2019
Treating Illness
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- Parents know what they need to do; ready to treat ailments
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- Figure 35: Attitudes and behaviors toward treating sick kids, September 2019
- More awareness is needed about formulation differences
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- Figure 36: Use of adult medications for children, by parent gender and age and age of child, September 2019
OTC Product Usage
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- Parents have faith in OTC remedies
- Cough and cold remedies are top treatments
- Be prepared for pain and fevers
- Usage occasions for chest rubs can be expanded
- Digestive health treatments are reactive
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- Figure 37: Use of children’s OTC remedies, September 2019
- Siblings share the germs
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- Figure 38: Use of children’s cough and cold remedies, by number of children in household, September 2019
- Hispanic parents are a key OTC consumer
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- Figure 39: Use of children’s OTC remedies, by Hispanic origin, September 2019
OTC Remedy Claim Drivers
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- Professional approval reassures choice, ingredients seal the deal
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- Figure 40: Children’s OTC remedy claims that encourage purchase, September 2019
- Natural is a key claim for parents
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- Figure 41: Use and interest in natural remedies and remedies with natural ingredients, September 2019
- Get specific for Hispanic parents
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- Figure 42: Children’s OTC remedy claims that encourage purchase, by Hispanic origin, September 2019
Children’s VMS Usage and Motivations
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- Parents are supplementing their children’s diet
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- Figure 43: Use of children’s VMS, by child’s age, September 2019
- Peace of mind drives usage
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- Figure 44: Reasons for giving children a VMS, September 2019
- Look to what parents are doing for themselves
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- Figure 45: Reasons for giving children a VMS, by parents age, September 2019
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- Figure 46: Reasons parents take a VMS, by parents age, July 2019
- VMS for all
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- Figure 47: Use of children’s VMS, by household income, September 2019
- Hispanics are a key VMS target
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- Figure 48: Use of children’s VMS, by Hispanic origin, September 2019
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- Figure 49: Reasons for giving children a VMS, by Hispanic origin, September 2019
- Stack on the benefits to expand reach
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- Figure 50: Facebook post, Zarbee’s
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- Figure 51: TURF Analysis – Benefits of VMS, September 2019
- TURF Methodology
Parent Sentiment toward Sick Children
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- Parents feel for their sick children; help them also feel prepared
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- Figure 52: Parents sentiment toward their sick children, September 2019
- Moms express stronger sentiments
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- Figure 53: Parents sentiment toward their sick children, by parent gender, September 2019
Managing Specific Wellness Areas
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- It takes a village to raise healthy kids
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- Figure 54: Managing specific wellness areas, September 2019
- Parents are open to learning and saving time
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- Figure 55: Use and interest in kid meal delivery service in-store nutrition classes, September 2019
Children’s Wellness Offerings
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- Digitally sync up with parents
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- Figure 56: Use and interest in virtual doctor, apps and wearables, September 2019
- In-store events are a family affair
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- Figure 57: Use and interest of in-store classes, September 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 58: Total US retail sales and forecast of children's health products, at inflation-adjusted prices, 2014-24
- Figure 59: Total US retail sales of children and health products, by segment, at current prices, 2017 and 2019
- Figure 60: Total US retail sales and forecast of baby electrolytes, at current prices, 2014-24
- Figure 61: Total US retail sales and forecast of internal analgesics, at current prices, 2014-24
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- Figure 62: Total US retail sales and forecast of cold, allergy, cough, nasal remedies, at current prices, 2014-24
- Figure 63: Total US retail sales and forecast of vitamins and minerals, at current prices, 2014-24
- Figure 64: Total US retail sales and forecast of other children's health products, at current prices, 2014-24
- Figure 65: Total US retail sales of children and health products, by channel, at current prices, 2014-19
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Appendix – Key Players
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- Figure 66: Multi-outlet sales of children's health products, by leading companies, rolling 52 weeks 2018 and 2019
- Figure 67: Multi-outlet sales of cold, allergy, cough, and nasal remedies, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 68: Multi-outlet sales of other children's health products, by leading companies and brands, rolling 52 weeks 2018 and 2019
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Appendix – The Consumer
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- Figure 69: TURF Analysis – Claim drivers, September 2019
- TURF Methodology
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- Figure 70: Table – TURF Analysis – Benefits of VMS, September 2019
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- Figure 71: Table – TURF Analysis – Claim drivers, September 2019
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