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OTC Pediatrics - US - November 2006

SCOPE AND THEMES
What you need to know
Definition
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
Snapshot of the market
A challenging mix of market drivers
Child population and incidence levels
Lack of medical and prescription coverage
Improved delivery systems and flavors
Solid overall growth
Gains for all segments but cold remedies
Six leading manufacturers
Print and TV still top media; Internet begins to impact
Drug stores leading retailer; mass grows its business
The consumer
Population, self-care, and in-store clinics aid future sales
Future market sales
MARKET DRIVERS
Incidence of pediatric ailments
Influenza
Figure 1: Influenza seasonal severity, in the U.S., 2000/01-2005/06
Hay fever
Figure 2: Average incidence of hay fever among children, by age, 2000-04
Gastrointestinal ailments
Pediatric obesity contributes to disorders
Figure 3: Prevalence of overweight children in the U.S., by age, 1976-2002
Child population
Figure 4: U.S. child population projections, by age, 2001-11
Lack of insurance fuels self-diagnosis and self-care
Hispanic buying power
Figure 5: U.S. Hispanic population projections, by age, 2001-11
Ease of compliance
Pediatricians commonly advise against OTC remedies
Usage appears to decline despite sales increases
Figure 6: Household use of OTC children’s medications, 2001-05
MARKET SIZE AND TRENDS
 MARKET SIZE
Figure 7: Total U.S. retail FDM sales of OTC pediatrics, at current and constant prices, 2001-06
Figure 8: Graph: Total U.S. retail FDM sales of OTC pediatrics, at current and constant prices, 2001-06
 MARKET TRENDS
Figure 9: U.S. pediatric healthcare product launches, 2003-06 (Jan-Sept)
Figure 10: U.S. pediatric healthcare product introductions, by launch type, 2003-06 (Jan-Sept)
Product trends
MARKET SEGMENTATION
Overview
Figure 11: FDM sales of OTC pediatrics, segmented by type, 2004 and 2006
Figure 12: FDM share of sales of OTC pediatrics, segmented by type, 2006
Internal analgesics
Figure 13: FDM sales of pediatric internal analgesics, at current and constant prices, 2001-06
Cold/allergy/sinus remedies
Figure 14: FDM sales of pediatric cold/allergy/sinus remedies, at current and constant prices, 2001-06
Vitamins
Figure 15: FDM sales of pediatric vitamins, at current and constant prices, 2001-06
Cough remedies
Figure 16: FDM sales of pediatric cough remedies, at current and constant prices, 2001-06
Gastrointestinal remedies
Figure 17: FDM sales of pediatric gastrointestinal remedies, at current and constant prices, 2001-06
Other health remedies
Figure 18: FDM sales of other pediatric health remedies, at current and constant prices, 2001-06
SUPPLY STRUCTURE
 COMPANY AND BRAND SALES OF OTC PEDIATRIC MEDICINE
Figure 19: Manufacturer FDM sales of OTC pediatrics in the U.S., 2004 and 2006
Figure 20: Graph: Manufacturer FDM sales of OTC pediatrics in the U.S., 2006
Internal analgesics
Figure 21: Manufacturer brand FDM sales of OTC pediatric internal analgesics in the U.S., 2004 and 2006
Cold/allergy/sinus remedies
Figure 22: Manufacturer brand FDM sales of OTC pediatric cold/allergy/sinus remedies in the U.S., 2004 and 2006
Vitamins
Figure 23: Manufacturer brand FDM sales of OTC pediatric vitamins in the U.S., 2004 and 2006
Cough remedies
Figure 24: Manufacturer brand FDM sales of OTC pediatric cough remedies in the U.S., 2004 and 2006
Gastrointestinal remedies
Figure 25: Manufacturer brand FDM sales of OTC pediatric gastrointestinal remedies in the U.S., 2004 and 2006
Other health remedies
Figure 26: Manufacturer brand sales of OTC pediatric other health remedies in the U.S., 2004 and 2006
 PROFILES OF MAJOR MANUFACTURERS
Johnson & Johnson
Novartis Consumer Health
Wyeth Labs, Inc.
Pfizer, Inc.
Bayer Consumer Health Division
Adams Respiratory Therapeutics, Inc.
Other companies
ADVERTISING AND PROMOTION
Overview
Figure 27: Estimated online streaming media expenditures, 2004-10
McNeil
Figure 28: Motrin advertisement
Figure 29: Tylenol Meltaway advertisement
Novartis
Figure 30: Triaminic thin strips advertisement
Figure 31: Triaminic cold relief advertisement
Wyeth
Pfizer
Bayer
RETAIL DISTRIBUTION
Introduction
Figure 32: U.S. retail FDM sales of OTC pediatrics, by channel, 2004 and 2006
Drug stores
Figure 33: U.S. drug store sales of OTC pediatrics, at current and constant prices, 2001-06
Mass merchandisers and clubs
Figure 34: U.S. mass merchandiser sales of OTC pediatrics, at current and constant prices, 2001-06
Wal-Mart launches low-cost prescriptions
Supermarkets
Figure 35: U.S. supermarket sales of OTC pediatrics, at current and constant prices, 2001-06
THE CONSUMER
Introduction
Summary
Household usage of OTC pediatric cough/cold remedies
Figure 36: Household usage of OTC children’s cough/cold remedies, by age of respondent, January-September 2005
Figure 37: Household usage of OTC children’s cough/cold remedies, by household size, January-September 2005
Types of OTC cough/cold remedies preferred
Figure 38: Types of OTC children’s cough/cold remedies preferred, by household size, January-September 2005
Brands of OTC children’s cough/cold remedies preferred
Figure 39: Brands of OTC children’s cough/cold remedies preferred, by household size, January-September 2005
Household usage of OTC pediatric fever/pain relievers
Figure 40: Household usage of OTC children’s fever/pain relievers, by age of respondent, January-September 2005
Figure 41: Household usage of OTC children’s fever/pain relievers, by household size, January-September 2005
Types of OTC pediatric fever and pain relievers preferred
Figure 42: Types of children’s fever/pain relievers preferred, by household size, January-September 2005
Brands of OTC children’s fever and pain relievers preferred
Figure 43: Brands of children’s fever/pain relievers preferred, by household size, January-September 2005
Usage frequency of OTC children’s fever and pain relievers
Figure 44: Frequency of usage of OTC children’s fever/pain relievers, by household size, January-September 2005
Purchases of OTC children’s remedies
Figure 45: Purchases of OTC children’s medicines, by marital status and number of children, September 2006
Figure 46: Purchases of OTC children’s medicines, by household income, September 2006
Parents’ attitudes towards choosing OTC children’s remedies
Figure 47: Attitudes towards choosing OTC children’s medicines, by gender and number of children in household, September 2006
Preferred delivery systems
Figure 48: Preferred delivery systems for OTC children’s medicines, by number of children in household, September 2006
Parents’ attitudes towards OTC children’s remedies
Figure 49: Attitudes towards OTC children’s medicines, by gender, September 2006
 COHORT ANALYSIS
Household usage of OTC pediatric cough/cold remedies and fever/pain relievers among cohorts
Figure 50: Household usage of OTC children’s cough/cold remedies or fever/pain relievers, by cohort, January-September 2005
 HISPANIC ANALYSIS
Hispanic household usage of OTC pediatric cough/cold remedies
Figure 51: Hispanic household usage of OTC children’s cough/cold remedies, by gender and marital status, January-September 2005
Figure 52: Hispanic household usage of OTC children’s cough/cold remedies, by age, January-September 2005
Figure 53: Hispanic household usage of OTC children’s cough/cold remedies, by number of children in the household, January-September 2005
Types of OTC cough/cold remedies preferred among Hispanic households
Figure 54: Types of OTC children’s cough/cold remedies preferred among Hispanic households, by household size, January-September 2005
Brands of OTC children’s cough/cold remedies preferred among Hispanic households
Figure 55: Brands of OTC children’s cough/cold remedies preferred among Hispanic households, January-September 2005
Hispanic household usage of OTC pediatric fever/pain relievers
Figure 56: Hispanic household usage of OTC children’s fever/pain relievers, by marital status and number of children in household, January-September 2005
Types of OTC pediatric fever and pain relievers preferred among Hispanic households
Figure 57: Types of children’s fever/pain relievers preferred among Hispanic households, January-September 2005
Brands of OTC children’s fever and pain relievers preferred among Hispanic households
Figure 58: Brands of children’s fever/pain relievers preferred among Hispanic households, by household size, January-September 2005
Usage frequency of OTC children’s fever and pain relievers among Hispanic households
Figure 59: Frequency of usage of OTC children’s fever/pain relievers among Hispanic households, by household size, January-September 2005
FUTURE AND FORECAST
 FUTURE TRENDS
Child population forecast to increase by 2011
Self-diagnosis and self-care expected to continue
Further opportunities in Hispanic market
Figure 60: U.S. Hispanic population, by age, 2001-11
In-store clinics continue to expand retail healthcare role
 MARKET FORECAST
OTC pediatric medicine
Figure 61: Forecast of total U.S. FDM sales of OTC pediatric medicine, at current and constant prices, 2006-11
Figure 62: Trends in U.S. retail sales of OTC pediatric medication at current prices, 2001-11
OTC pediatric internal analgesics
Figure 63: Forecast of U.S. FDM sales of OTC pediatric internal analgesics, at current and constant prices, 2006-11
OTC pediatric cold, allergy, and sinus remedies
Figure 64: Forecast of U.S. FDM sales of OTC pediatric cold, allergy, and sinus remedies, at current and constant prices, 2006-11
OTC pediatric vitamins
Figure 65: Forecast of U.S. FDM sales of OTC pediatric vitamins, at current and constant prices, 2006-11
OTC pediatric cough remedies
Figure 66: Forecast of U.S. FDM sales of OTC pediatric cough remedies, at current and constant prices, 2006-11
OTC pediatric gastrointestinal remedies
Figure 67: Forecast of U.S. FDM sales of OTC pediatric gastrointestinal remedies, at current and constant prices, 2006-11
Other OTC pediatric health remedies
Figure 68: Forecast of U.S. FDM sales of other OTC pediatric health remedies, at current and constant prices, 2006-11
Forecast factors
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: NEW PRODUCT BRIEFS
Wyeth Consumer Healthcare: Robitussin Pediatric Cough & Cold
Gerber: Vitamin Drops
Sundown Vitamins: Spider-Man Complete
McKesson: Sunmark Children’s Loratadine Syrup
Walgreens: Children’s Wal-itin Allergy Relief
CVS Pharmacy: Infant’s Ibuprofin
Vital Basics: Focus Factor Chewables
Improvita: Gassy Gator Tummy Chews
Topco Associates: Top Care Children’s Quick Melts
McNeil Consumer Products: Children’s Tylenol with Flavor Creator
McNeil Consumer Products: Children’s Motrin
APPENDIX: SIMMONS COHORTS
Figure 69: Married couples cohorts
Figure 70: Single women cohorts
Figure 71: Single men cohorts

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