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Children and Health - US - February 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
The number of potential customers is declining, restraining market growth
Figure 1: Total US retail sales and fan chart forecast of OTC children's health products, at current prices, 2012-22
Mainstream brands struggle with parents’ shifting attitudes toward health remedies
Figure 2: Attitudes toward natural products and ingredient safety of children’s OTC medications, November 2017
Some parents lack the confidence in treating their children
Figure 3: Methods of caring for sick children, by parents who know how to make child feel better, November 2017
An OTC medication is not all parent’s first go-to
Figure 4: Usually try OTC medication first when child gets sick, by parent’s age, November 2017
The opportunities
Moms are command central when it comes to children’s health
Figure 5: Managing children’s wellness, by parent’s gender, November 2017
Free-from options are important
Figure 6: Perceptions of free-from children’s medication, November 2017
The frequency of ailments should inform brand’s formats and packaging
Figure 7: Average occurrence of illness symptoms children experienced in the past year, November 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Children’s health products market is stable; continued growth projected
Convenience drives purchase location; retailers can offer parents more
Most kids have health insurance coverage, some get the flu shot
Unavoidable common illnesses positively impact market sales
Number of US households with children dropping, effecting sales growth
Obesity in children negatively impacts all aspects of their wellness
MARKET SIZE AND FORECAST
Consistent market growth tied to the regularity of children’s ailments
Figure 8: Total US retail sales and fan chart forecast of OTC children's health products, at current prices, 2012-22
Figure 9: Total US retail sales and forecast of OTC children's health products, at current prices, 2012-22
MARKET BREAKDOWN
Convenience drives purchase location; retailers can offer parents more
Figure 10: Total US retail sales of children's health products, by channel, at current prices, 2015 and 2017
MARKET PERSPECTIVE
Most kids have health insurance which improves access to care
Figure 11: Types of medical treatment and vaccinations, by children with health insurance coverage, November 2017
Half of kids get the flu shot
Figure 12: Children’s health insurance coverage, wellness visitation, and vaccination, November 2017
MARKET FACTORS 
Kids get sick often
Figure 13: Frequency of any illness symptom experienced in the past year, November 2017
Severity of a flu season impacts children’s health product sales
Figure 14: Seasonal flu severity, 2010-17
One in five school-age boys is considered obese
Figure 15: Prevalence of obesity among US children aged 2-11, by gender, 2015-16
The consumer base for children’s health products is shrinking
Figure 16: Households, by presence of own children, 2007-17
Figure 17: US annual births, 2004-16
KEY PLAYERS – WHAT YOU NEED TO KNOW 
J&J’s pain relievers are the go-to; free-from claims offer growth
Gut health remedies gaining momentum
Familiar formats make health remedies more fun for kids
Natural remedies challenge some mainstream brands
Children’s allergy market is crowded
Teething tablet recall casts a shadow on Hyland’s baby products
A coordinated effort can clear out little noses
Become part of the nighttime routine
More kid-friendly content to help kids cope
WHAT’S WORKING?
J&J’s pain relievers are the go-to; free-from claims offer segment growth
Figure 18: Multi-outlet sales of select children’s pain relief remedies, rolling 52 weeks 2016 and 2017
Parents are seeking natural cough relief
Figure 19: Multi-outlet sales of select children’s cough remedies, rolling 52 weeks 2016 and 2017
Gut health remedies gaining momentum
Figure 20: Multi-outlet sales of select children's probiotic supplement brands, rolling 52 weeks 2016 and 2017
Pedialyte and rehydration are synonymous; digestive benefits growing
Figure 21: Multi-outlet sales of baby electrolytes, by leading brands, rolling 52 weeks 2016 and 2017
Kid-friendly lollipops make getting sick suck less
WHAT’S STRUGGLING?
The commonness of a cold isn’t enough to bring in sales
Figure 22: Multi-outlet sales of select liquid/tablet cold remedy brands, rolling 52 weeks 2016 and 2017
Children’s allergy tablet sales dip amid nasal introductions
Figure 23: Multi-outlet sales of select children's allergy tablet brands, rolling 52 weeks 2016 and 2017
Hyland’s teething recall casts a shadow on brand’s baby products
Figure 24: Multi-outlet sales of Hyland’s children’s remedies, rolling 52 weeks 2016 and 2017
Figure 25: Multi-outlet sales of select children’s oral pain relief remedies, rolling 52 weeks 2016 and 2017
Fickle kids, parent’s interest in natural challenge mainstay VMS brands
Figure 26: Multi-outlet sales of select children’s VMS, rolling 52 weeks 2016 and 2017
WHAT’S NEXT?
Little noses need clearing; nasal brands offering suite of relief
Figure 27: Multi-outlet sales of select sinus remedies, rolling 52 weeks 2016 and 2017
Baby chest rubs, part of a nighttime routine
More kid-friendly content to help kids cope
THE CONSUMER – WHAT YOU NEED TO KNOW 
Parents have a lot to manage; children’s development is most important
Parents rely on the health advice from others
Moms are central to managing children’s health, dads play a part
Kids get sick, and get sick often
Parents’ confidence in caring for their sick children could be bolstered
Parents have medicine on hand; and rely on it first for treatment
Parents are drawn to free-from claims more than natural remedies
WELLNESS PRIORITIES FOR CHILDREN
Parents prioritize developmental growth
Figure 28: Priorities for children’s wellbeing, November 2017
Parents focus on one side of child’s wellnesses: physical or cognitive
Figure 29: Priorities for children’s wellbeing (any rank), by getting enough sleep, eating a well-balanced diet, getting exercise, and limiting screen time priority (any rank), November 2017
Figure 30: Priorities for children’s wellbeing (any rank), by emotional wellbeing, self-confidence, and mental wellbeing priority (any rank), November 2017
Moms and dads have different priorities
Figure 31: Priorities for children’s wellbeing (any rank), by parent’s gender, November 2017
Parents’ race and ethnicity influence priorities
Figure 32: Priorities for children’s wellbeing (any rank), by race and Hispanic origin, November 2017
SOURCES FOR HEALTH INFORMATION
A medical professional’s guidance is essential to parents
Figure 33: Correspondence Analysis – Sources of health information for children, November 2017
Methodology
Parents of infants want information; see value in a variety of sources
Figure 34: Personal sources used for general health information for children, by child’s age, November 2017
Figure 35: Valued sources of health information for children, by child’s age, November 2017
Younger parents have a love/hate relationship with social media
Figure 36: Perceptions of friends on social media as source for health information, by parent’s age, November 2017
MANAGING CHILDREN’S WELLNESS
Regular wellness visits are the norm; mom is the scheduler
Figure 37: Children go to regular wellness visits, by gender and race and Hispanic origin, November 2017
Vaccination adherence is far stronger than hesitations
Figure 38: Vaccination adherence and reservations perspective, by parent’s gender, November 2017
Moms are the first line of care; but there’s more to it…
Figure 39: Parent that takes care of sick kids, by gender, age, household income, and employment status, November 2017
Figure 40: Mom and dad take care of sick kids (net), November 2017
As kids get older, a healthy lifestyle for families gains importance
Figure 41: Healthy lifestyle is important, by parent’s age, November 2017
SYMPTOMS CHILDREN EXPERIENCE
Kids experience common and recurring ailments
Figure 42: Frequency of specific illness symptoms children experienced in the past year, November 2017
Figure 43: Average occurrence of illness symptoms children experienced in the past year, November 2017
Older kids can describe nonvisual symptoms
Figure 44: Child experienced stomach ache, sore throat, or aches and pains in the past year, by child’s age, November 2017
Digestive issues peak when toddlers transition to solid foods
Figure 45: Child experienced constipation, diarrhea, or rash in the past year, by child’s age, November 2017
CARING FOR SICK CHILDREN
Just half of parents know how to help their sick child
Figure 46: Methods of caring for sick children, by parents who know how to make child feel better, November 2017
Asian and young parents most preemptive in treating oncoming illnesses
Figure 47: Parents give health remedies when child starts to get sick, by parent’s age and race and Hispanic origin, November 2017
Few parents turn to home remedies to treat sick kids
Figure 48: Prefer to treat children’s ailments with a home remedy, race and Hispanic origin, November 2017
Virtual health is gaining traction; pediatricians will be the key to use
Figure 49: Parents would consider a virtual doctor visit, November 2017
Figure 50: Perceptions of doctor/pediatrician, by parents who would consider a virtual doctor visit, November 2017
TREATING WITH CHILDREN’S MEDICATION
Parents have medicine on hand; moms know where they are kept
Figure 51: Parents have medicine on hand for when kids get sick, by parent’s gender and number of children, November 2017
Older parents rely on OTC meds first
Figure 52: Usually try OTC medication first when child gets sick, by parent’s age, November 2017
Medication perceptions impact willingness to use OTCs
Figure 53: Usually try OTC medication first when child gets sick, by parents’ attitudes toward medications, November 2017
Younger parents need help deciphering symptoms
Figure 54: Choose medication based on child’s symptoms, by parent’s age, November 2017
ATTITUDES TOWARD CHILDREN’S MEDICATION
Parents are drawn to free-from claims more than natural remedies
Figure 55: Perceptions of children’s medication, by child’s age, November 2017
Efficacy is important to parents
Figure 56: Perceptions of children’s medication, by select perceptions of children’s medication, November 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 57: Total US retail sales and forecast of children's health products, at inflation-adjusted prices, 2012-22
Figure 58: Total US retail sales of children's health products, by channel, at current prices, 2012-2017
APPENDIX – KEY PLAYERS
Figure 59: Multi-outlet sales of children's health products, by segment, rolling 52 weeks 2016 and 2017

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