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OTC Painkillers and Cold and Flu Remedies - UK - June 2011

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast value sales of OTC pain remedies, 2006-16
Figure 2: Best- and worst-case forecast value sales of OTC cold/flu remedies, 2006-16
Price promotions and demand for own-label stifle real value growth
OTC pain and cold/flu market segmentation
Market factors
Cold/flu sector sales are weather-dependent
Use of cough and cold remedies in children
Price
Companies, brands and innovation
Figure 3: Manufacturers’ shares in UK retail value sales of OTC analgesics and cold/flu remedies, 2010
Reckitt Benckiser is a dominant player
Innovation
The consumer
Figure 4: How consumers treat pain and cold/flu symptoms, April 2011
Wait and see
Quick to medicate
What we think
ISSUES IN THE MARKET
How has the economic downturn affected OTC pain and cold/flu remedy sales?
How will demographic changes to 2016 shape demand for OTC pain and cold/flu remedies?
Which age groups are the heaviest users of OTC pain and cold/flu remedies and how can manufacturers increase usage among the lighter users?
What drives the purchasing decision?
FUTURE OPPORTUNITIES
Trend: Minimize Me
Trend: Many Mes
INTERNAL MARKET ENVIRONMENT
Key points
 ATTITUDES TOWARDS HEALTH
Figure 5: Attitudes towards health, 2006-10
The health-conscious
Self-medicating
Too busy to look after health
 AILMENTS SUFFERED
Figure 6: Ailments suffered from, 2006-10
Colds and/or flu affect almost seven in ten
Headaches and migraines
Bad back
Catarrh and sinus
Incidence and severity of cold and flu
MHRA regulations on use of cough and cold remedies in children
Broadening distribution
BROADER MARKET ENVIRONMENT
Key points
 POPULATION GROWTH WILL SUPPORT DEMAND FOR OTC REMEDIES
Figure 7: Trends in the age structure of the UK population, 2006-16
Growth in child population will benefit OTC sector
Ageing population will increase demand for prescription drugs
British workers taking fewer sick days
Flu jabs cause side effects in children
Concern over safety of codeine in pain and cold/flu remedies
Pregnant women encouraged not to mix painkillers
COMPETITIVE CONTEXT
Key points
Prescription medicine
Flu vaccines
Doing nothing
Competition from other medicine sectors
Figure 8: UK retail value sales of selected OTC remedies, 2005-10
Alternative remedies popular among 25-34-year-olds
Vitamin and supplements intake to boost immunity
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Brands lead launches
Figure 9: Innovation in pain and cold/ flu remedies, % share branded vs. own-label, 2005-10
Top innovators in OTC pain remedies market
Figure 10: Innovations in OTC pain remedies, share, by company, 2008-10
Top innovators in OTC cold/flu remedies market
Figure 11: Innovation in OTC cold and flu remedies, share, by company, 2008-10
Top claims in OTC pain remedies market
Figure 12: Innovation in OTC pain remedies market, share, by product positioning, 2005-10
Top claims in OTC cold/flu remedies market
Figure 13: Innovation in OTC cold/flu market, share, by product positioning, 2005-10
OTC pain and cold/flu innovations by format
Figure 14: Innovation in OTC pain and cold/flu remedies, share, by format, 2005-10
MARKET SIZE AND FORECAST
Key points
OTC pain remedies
Figure 15: UK retail value sales and forecast of OTC pain remedies, 2006-16
OTC cold/flu remedies
Figure 16: UK retail value sales and forecast of OTC cold/flu remedies, 2006-16
Decline in value sales in real terms
Figure 17: UK monthly retail value sales of OTC cold/flu remedies compared to average maximum temperature in the UK, September 2009-January 2011
Future of the market
Forecast
Figure 18: Best- and worst-case forecast value sales of OTC pain remedies, 2006-16
Figure 19: Best- and worst-case forecast value sales of OTC cold/flu remedies, 2006-16
SEGMENT PERFORMANCE
Key points
 PAIN REMEDIES
Figure 20: UK retail value sales and forecast of OTC pain remedies, by sector, at current prices, 2006-16
 COLD/FLU REMEDIES
Figure 21: UK retail value sales and forecast of OTC cold/flu remedies, by sector, at current prices, 2006-16
MARKET SHARE
Key points
 OTC PAIN REMEDIES
Figure 22: Retail value sales of UK OTC pain remedies, by manufacturer, 2008-10
Reckitt Benckiser in pole position
Newly formulated Panadol Extra Advance is a hit for GSK
Own-label enjoys value growth
 OTC COLD AND FLU REMEDIES
Figure 23: Retail value sales of UK OTC cold and flu remedies, by manufacturer, 2008-10
Reckitt Benckiser and GlaxoSmithKline are joint leaders
Own-label showing good growth
COMPANIES AND PRODUCTS
Reckitt Benckiser Healthcare
Figure 24: Products launched by RB in the OTC painkillers and cold/flu remedies market, July 2010-March 2011
GlaxoSmithKline
Figure 25: Products launched by GSK in the OTC painkillers and cold/flu remedies market, July 2010-March 2011
Pfizer
Johnson & Johnson
Figure 26: Products launched by J&J in the OTC painkillers and cold/flu remedies market, July 2010-March 2011
Procter & Gamble
Figure 27: Products launched by P&G in the OTC painkillers and cold/flu remedies market, July 2010-March 2011
Novartis
Figure 28: Other products launched by Novartis in the OTC painkillers and cold/flu remedies market, July 2010-March 2011
Boots
Figure 29: Products launched by Boots in the OTC painkillers and cold/flu remedies market, July 2010-March 2011
BRAND COMMUNICATION AND PROMOTION
Key points
Topline adspend
Figure 30: Main media advertising expenditure on OTC painkillers and cold/flu remedies, 2006-10
Pain relief advertisers
Figure 31: Main monitored media advertising spend on OTC painkillers, by advertiser, January-December 2010
Cold and flu remedy advertisers
Figure 32: Main monitored media advertising spend on OTC cold/flu remedies, by advertiser, January-December 2010
Media type
Figure 33: Main monitored media advertising spend on OTC pain and cold/flu remedies, share, by media type, 2006-10
CHANNELS TO MARKET
Key points
Figure 34: UK retail sales of OTC pain and cold/flu remedies, by outlet type, 2008-10
THE CONSUMER – USE OF OTC PAIN AND COLD/FLU REMEDIES
Key points
Usage of OTC headache remedies
Figure 35: Usage of OTC headache remedies in the last 12 months, 2006-10
Figure 36: Headache sufferers and headache remedy use, by age, 2010
Usage of OTC cold and flu remedies
Figure 37: Usage of cold and flu remedies in the last 12 months, 2006-10
Figure 38: Incidence of colds and flu and remedies taken, by age, 2010
THE CONSUMER – TYPE AND FORMAT OF OTC PAIN AND COLD/FLU REMEDIES
Key points
Type and format of OTC pain remedies
Figure 39: Types of OTC pain remedies used or taken in the last 12 months, April 2011
Tablets are the most popular format choice
Capsules appeal to ABs
Water-soluble aspirin biased towards older age groups
Liquid format penetration high in families
Format of OTC cold and flu remedies
Figure 40: Types of OTC cold and flu remedies used or taken in the last 12 months, April 2011
Lozenges are popular among women
The youth favour tablets
Almost three in ten choose liquid medication
Water-soluble/dissolvable
Upmarket shoppers prefer sprays
Repertoire of type of OTC pain remedies used by format
Figure 41: Types of OTC painkillers used in the last 12 months, by repertoire, April 2011
THE CONSUMER – HOW SYMPTOMS OF PAIN AND COLD/FLU ARE TREATED
Key points
Figure 42: How consumers treat pain and cold/flu symptoms, April 2011
Wait and see
Quick to medicate
Suffer in silence
External treatments
THE CONSUMER – INFLUENCE OF PURCHASE OF OTC PAIN AND COLD/FLU REMEDIES
Key points
Figure 43: Factors influencing choice of OTC painkillers and cold/flu remedies, April 2011
Product performance
Price
Trust
Asking for advice
Easy-to-take formats
THE CONSUMER – ATTITUDES TOWARDS OTC PAIN AND COLD/FLU REMEDIES
Key analysis
Figure 44: Attitudes towards OTC painkillers and cold and flu remedies, April 2011
Happy to choose own-label
Importance of ingredients
Symptom-specific products
Ease of carrying around
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 45: Attitudes towards health, by demographics, 2010
Figure 46: Attitudes towards health, by demographics, 2010
Figure 47: Selected ailments suffered in the last 12 months, by demographics, 2010
Figure 48: Selected ailments suffered in the last 12 months, by demographics, 2010
APPENDIX – COMPETITIVE CONTEXT
Figure 49: Vitamins and other supplements intake, by demographics, 2010
APPENDIX – THE CONSUMER – USE OTC PAIN AND COLD/FLU REMEDIES
Figure 50: Usage of cold and flu remedies in the last 12 months, by demographics, 2010
Figure 51: Usage of headache remedies in the last 12 months, by demographics, 2010
APPENDIX – THE CONSUMER – TYPE AND FORMAT OF OTC PAIN AND COLD/FLU REMEDIES USED
Figure 52: Painkiller tablets taken in the last 12 months, by demographics, April 2011
Figure 53: Painkiller capsules/caplets (including liquid-filled) used or taken in the last 12 months, by demographics, April 2011
Figure 54: Water-soluble/dissolvable painkillers used or taken in the last 12 months, by demographics, April 2011
Figure 55: Liquid medicine painkillers used or taken in the last 12 months, by demographics, April 2011
Figure 56: Painkillers topical/patches used or taken in the last 12 months, by demographics, April 2011
Figure 57: Other painkillers used or taken in the last 12 months, by demographics, April 2011
Figure 58: Most popular types of cold/flu used or taken in the last 12 months, by demographics, April 2011
Figure 59: Next most popular types of cold/flu used or taken in the last 12 months, by demographics, April 2011
APPENDIX – – HOW SYMPTOMS OF PAIN AND COLD/FLU ARE TREATED
Figure 60: How you treat pain symptoms (eg head ache, backache), by demographics, April 2011
Figure 61: How consumers treat pain and cold/flu symptoms, by demographics, April 2011
Figure 62: How consumers treat pain and cold/flu symptoms, by demographics, April 2011
Figure 63: How consumers treat pain and cold/flu symptoms, by demographics, April 2011
APPENDIX – THE CONSUMER – INFLUENCE OF PURCHASE OF OTC PAIN AND COLD/FLU REMEDIES
Figure 64: Most popular factors influencing choice of OTC painkillers and cold/flu remedies, by demographics, April 2011
Figure 65: Next most popular factors influencing choice of OTC painkillers and cold/flu remedies, by demographics, April 2011
Figure 66: Other factors influencing choice of OTC painkillers and cold/flu remedies, by demographics, April 2011
Figure 67: Most popular factors influencing choice of OTC painkillers and cold/flu remedies – users only, by demographics, April 2011
Figure 68: Next most popular factors influencing choice of OTC painkillers and cold/flu remedies – users only, by demographics, April 2011
Figure 69: Other factors influencing choice of OTC painkillers and cold/flu remedies – users only, by demographics, April 2011
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS OTC PAIN AND COLD/FLU REMEDIES
Figure 70: Attitudes towards OTC painkillers – users only, by demographics, April 2011
Figure 71: Attitudes towards cold/flu remedies – users only, by demographics, April 2011
APPENDIX – FURTHER ANALYSIS – TYPES OF PRODUCTS USED
Figure 72: Repertoire of tablets used or taken in the last 12 months, by demographics, April 2011
Figure 73: Repertoire of capsules/caplets (including liquid-filled) used or taken in the last 12 months, by demographics, April 2011
Figure 74: Repertoire of water-soluble/dissolvable used or taken in the last 12 months, by demographics, April 2011
Figure 75: Repertoire of other painkillers used or taken in the last 12 months, by demographics, April 2011

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