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OTC Analgesics and Cold and Flu Remedies - UK - April 2016

OVERVIEW
What you need to know
Products covered in this report
Excluded
EXECUTIVE SUMMARY
OTC market enjoys buoyant sales
Figure 1: Best- and worst-case forecast of UK value sales of OTC analgesics and cold and flu remedies, 2010-20
Oral remedies most popular form of pain relief
Figure 2: Ailments experienced and treatment sought in the last 12 months, January 2016
Two thirds of users happy with general painkillers
Figure 3: Attitudes towards general and pain-specific painkillers, January 2016
Oral remedies top cold and flu treatment
Figure 4: Treatments sought for cold and flu ailments in the last 12 months, January 2016
Just a quarter of adults prep-buy cold and flu remedies
Figure 5: Behaviours ahead of cold and flu season, January 2016
Emphasising diet in cold and flu season
Figure 6: Behaviours when infected with cold/flu, January 2016
What we think
ISSUES AND INSIGHTS
Nurofen hit by negative press
The facts
The implications
Insulating sales in the cold and flu market
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
OTC market enjoys buoyant sales
Topical continues to drive analgesics market
Cold and flu relief remedies drive segment sales
Supermarkets perform well
UK’s ageing population likely to boost usage of analgesics
Negative headlines could impact analgesics market
MARKET SIZE AND FORECAST
OTC market enjoys buoyant sales
Figure 7: UK retail value sales of OTC analgesics and cold and flu remedies, at current and constant prices, 2010-20
Stable sales growth expected
Figure 8: Best- and worst-case forecast of UK value sales of OTC analgesics and cold and flu remedies, 2010-20
SEGMENT PERFORMANCE
Topical continues to drive analgesics market
Figure 9: UK retail value sales of OTC analgesics, by segment, 2014-15
Cold and flu relief remedies drive sales
Figure 10: UK retail value sales of OTC cough, cold and flu remedies, by segment, 2014-15
CHANNELS TO MARKET
Supermarkets perform well
Figure 11: UK retail value sales of OTC analgesics, cough, cold and flu relief and medicated confectionery, by outlet type, 2014-15
MARKET DRIVERS
UK’s booming population likely to drive OTC usage
Figure 12: Trends in the age structure of the UK population, 2010-20
Massage could hit analgesics market…
Figure 13: Attitudes towards treating illnesses with complementary and alternative medicine, September 2015
…whilst strong exercise levels could be a benefit
Figure 14: Participation in in-home and individual fitness activities, December 2014
El Niño effect brings warmer winter
Figure 15: Average UK temperature, 2005-15/16
Negative headlines could impact analgesics market
Nurofen specific pain products banned in Australia
Painkillers during pregnancy linked with infertility
KEY PLAYERS – WHAT YOU NEED TO KNOW
Analgesics
Innovation slows in analgesics category
Growth in demographic-targeted claims
Exploring alternative advertising channels
RB scrutinised over advertising claims
Cold and flu relief remedies
Cold and flu brands continue to innovate
A fragmented market
Advertising investment grows in cold and flu remedies category
TV takes the lead in cold and flu market
RB leads adspend in the cold/flu remedies category
MARKET SHARE
Nurofen continues to lead sales of OTC analgesics
Figure 16: Retail value sales of OTC analgesics, by brand, years ending November, 2014 and 2015
Voltarol’s withdrawal from oral analgesics market reverses growth
Lemsip sales outpace category growth for cold and flu remedies
Figure 17: Retail value sales of cold, flu and decongestant remedies*, by brand, years ending November, 2014 and 2015
LAUNCH ACTIVITY AND INNOVATION
Analgesics
Innovation slows in analgesics category
Figure 18: New product launches in the OTC analgesics market, by launch type, 2012-15
Figure 19: Nurofen repackaging (Reckitt Benckiser), 2015
Non-ingested remedies continues to grow share of total launch activity
Figure 20: New product launches in the OTC analgesics market, by format type, 2012-15
Figure 21: Examples of new topical pain-relief launches, 2015
Branded vs own-label
Figure 22: New product launches in the OTC analgesics market, own-label vs branded, 2012-15
Growth in demographic-targeted claims
Figure 23: Fastest growing product positioning claims in the OTC analgesics market, 2014-15
Colds, flu, coughs and sore throat remedies
Cold and flu brands continue to innovate
Figure 24: New product launches in the decongestive, cough, cold and flu relief and medicated confectionery market, by launch type, 2012-15
Launch activity boosted by medicated confectionery
Figure 25: New product launches in the decongestive, cough, cold and flu relief and medicated confectionery market, by sub-category, 2012-15
Figure 26: Examples of medicated confectionery launches, 2015
Liquid and non-ingested formats increase
Figure 27: New product launches in the decongestive, cough, cold and flu relief market, by format type, 2012-15
Figure 28: Non-ingested and liquid decongestive, cough, cold and flu relief product launches for babies/children, 2015
A fragmented market
Figure 29: New product launches in the decongestive, cough, cold and flu relief and medicated confectionery market, by top 9 ultimate companies and other, 2015
Figure 30: Range extensions from Reckitt Benckiser in the decongestive, cough, cold and flu relief market, 2015
The natural approach gains traction
Figure 31: Fastest growing product positioning claims in the decongestive, cough, cold and flu relief market*, 2014-15
Figure 32: Examples of decongestive, cough, cold and flu relief products with a more ‘natural’ positioning, 2015
Figure 33: Examples of decongestive, cough, cold and flu relief products for babies/children with a more ‘natural’ positioning, 2015
BRAND COMMUNICATION AND PROMOTION
Analgesics
Advertising expenditure remains consistent
Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on OTC analgesics, 2012-15
Television’s dominance begins to slip
Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on OTC analgesics, % share by media type, 2012-15
Novartis leads advertising expenditure
Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on OTC analgesics, by top 10 advertisers, 2012-15
RB scrutinised over advertising claims
Figure 37: Nurofen Express campaign, 2015
Colds, flu, coughs and sore throat remedies
Advertising investment continues to grow in cold and flu remedies category
Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on cold, flu, decongestant remedies and medicated confectionery, 2012-15
TV takes the lead in cold and flu market
Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on cold, flu, decongestant remedies and medicated confectionery, by media type, 2012-15
RB leads adspend in the cold/flu remedies category
Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure on cold, flu, decongestant remedies and medicated confectionery, by top 10 advertisers, 2012-15
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 41: Attitudes towards and usage of selected brands, January 2016
Figure 42: Key metrics for selected brands, January 2016
Brand attitudes: Trust highest for Lemsip brand
Figure 43: Attitudes, by brand, January 2016
Brand personality: Panadol most likely to be viewed as ‘boring’
Figure 44: Brand personality – Macro image, January 2016
Voltarol viewed as cutting-edge
Figure 45: Brand personality – Micro image, January 2016
Brand analysis
Deep Heat registers with older customer base
Figure 46: User profile of Deep Heat, January 2016
Lemsip enjoys almost universal awareness
Figure 47: User profile of Lemsip, January 2016
Voltarol deemed innovative
Figure 48: User profile of Voltarol, January 2016
Halls Soothers offers good value
Figure 49: User profile of Halls Soothers, January 2016
Nurofen brand trust knocked by negative media headlines
Figure 50: User profile of Nurofen, January 2016
Panadol deemed least innovative
Figure 51: User profile of Panadol, January 2016
THE CONSUMER – WHAT YOU NEED TO KNOW
Analgesics
Headaches the most common type of pain
Experience of musculoskeletal pain high across all age groups
Women prove most likely to experience pain
Oral remedies prove most popular form of pain relief
Encouraging men to keep painkillers handy
Cold and flu relief remedies
Experience of cold and flu related ailments
Oral remedies top cold and flu treatment
Just a quarter of adults prep buy cold and flu remedies
Emphasising diet in cold and flu season
EXPERIENCE OF PAIN AND TREATMENTS SOUGHT
Nearly three quarters of adults experience headaches
Figure 52: Pains experienced in the last 12 months, January 2016
Experience of musculoskeletal pain high across all age groups
Figure 53: Musculoskeletal pains experienced in the last 12 months, by age, January 2016
Figure 54: Voltarol office workers exercise suggestions, January 2016
Oral remedies prove most popular form of pain relief
Figure 55: Ailments experienced and treatment sought in the last 12 months, January 2016
USAGE OF DIFFERENT REMEDY TYPES
Paracetamol leads OTC painkillers
Figure 56: OTC formats used to treat ailments in the last 12 months, January 2016
Older adults turn to topical gels and creams
Figure 57: Usage of topical analgesic formats, by age, January 2016
ATTITUDES TOWARDS PAINKILLERS
Encouraging men to keep painkillers handy
Figure 58: Attitudes towards painkillers, January 2016
Own-label is popular
Figure 59: Attitudes towards branded and own-label painkillers, January 2016
Two thirds of users happy with general painkillers
Figure 60: Attitudes towards general and pain-specific painkillers, January 2016
Over a quarter of users confused by which painkillers to take
Figure 61: Attitudes towards painkillers, cont., January 2016
EXPERIENCE OF COLD AND FLU AND TREATMENTS SOUGHT
Experience of cold- and flu-related ailments
Figure 62: Cold/flu ailments experienced in the last 12 months, January 2016
Oral remedies top cold and flu treatment
Figure 63: Treatments sought for cold and flu ailments in the last 12 months, January 2016
Young adults turn to topical treatments
Figure 64: Usage of topical remedies to treat cold and flu ailments in the last 12 months, by age, January 2016
Opportunity to drive usage of cough medicine
Figure 65: % difference between the proportion of adults that had experienced cold/flu ailments, and proportion who had experienced and sought treatment, by ailment, January 2016
COLD AND FLU SEASON BEHAVIOURS
Just a quarter of adults prep buy cold and flu remedies
Figure 66: Behaviours ahead of cold and flu season, January 2016
Young adults least likely to buy ahead
Figure 67: Proportion of adults buying cold/flu remedies ahead of cold/flu season, by age, January 2016
Traditional behaviours lead cold/flu cures
Figure 68: Behaviours when infected with cold/flu, January 2016
Emphasising diet in cold and flu season
Figure 69: Proportion of adults who indicated that they “eat more healthily” before cold/flu season, and/or when infected with cold flu, by age, January 2016
Men prove negligent towards cold and flu symptoms
Figure 70: Behaviours when infected with cold/flu, by gender, January 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology

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