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The U.S. Market for Over-the-Counter Cough, Cold, Allergy, and Sinus Medications.

Kalorama Information
July 1, 2005
312 Pages - SKU: KLI1074786

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Countries covered: United States

The U.S. Market for Over-the-Counter Cough, Cold, Allergy, and Sinus Medications.

This report on the U.S. market for over-the-counter (OTC) cough, cold, sinus and allergy (CCSA) medication presents an in-depth analysis of the performance of various CCSA drugs in the U.S. market. The analysis captures the performance of the market players, drug categories, and leading brands in terms of revenues and growth. It also identifies key issues, drivers, challenges, regulations, and trends affecting the marketplace.

In addition, the report provides a detailed analysis of consumer demographics and preferences in terms of dosage forms, brand names, and distribution/retail channels. Media spending by brand and various innovative promotional activities and marketing approaches are reviewed in detail, and extensive market share information is provided at both the marketer and branded product levels. New product launches in traditional and alternative therapy spheres are reviewed, and the impact of product messaging, packaging, and various other retail trends are discussed.

For the purposes of this study, the market for OTC CCSA products are segmented in the following main categories and subcategories.

Cold/Allergy/Sinus Medication
- Antihistamines
- Non-sedating antihistamine
- Decongestants
Cough Medication
- Antitussives
- Expectorants
Combination Products
- Cold/allergy/sinus medication
- Cough medication
Other
- Cold/allergy/sinus medication
- Cough medication
Nasal products
- Nasal aspirators
- Nasal spray/drops/inhaler
- Nasal strips
- Mast cell stabilizers
Chest rubs

In addition, 11 top competitors are profiled in depth including product lines, product performance, product mix, and strategic approach.

Chapter One: Executive Summary

Scope
Categories
Methodology
The Market
Major Marketers
Major Brands
Market Structure
Market Projections
Marketers
- Cold Allergy Sinus
- Cough Medication
- Combination CCSA Medication
- Others CCSA Medication
- Nasal Products
- Chest Rubs
- Consumers
- Cold/Allergy/Sinus
- Sore Throat
- Cough Syrup
- Children
Key Issues and Trends
- Curbs on Methamphetamine
- Seasonal Market
- Consumer Trends
- Flavor Trends
- Trends in Dosing forms
Growth Factors
- Rx to OTC Switch
- Generics/Private Labels
- Global Branding
- Product Extensions
- Alternative Remedies
- Advertising Expenditure
- Retail

Chapter Two: The Market

Introduction
Epidemiology of Conditions
Product Segmentation

The Market

Overview
Market Size
Smaller Players Maintain Growth

Key Market Players

Top Marketers
No Dominant Brand
Market Structure
Combinations Take the Lead
Market Projections
Overall Market to Reach $4.93 Billion by 2009
Regulatory Environment
FDA
Brand and Generic Names
The Cost Factor
Approval Process
OTC and Prescription Drugs
Rx-to-OTC Switch
Dual Regulatory Status

OTC Switching and the Marketplace

Pharmaceutical Company Perspecitve
Managed Care Perspective
The Consumer’s Perspective

Labeling Issues

Advertising and Promotional Guidelines

The FDA- Promotional Guidelines
Basic Regulatory Standards
Substantiation of Claims
Comparative Advertising
Contests and Sweepstakes
Prescription Drug Advertising

Chapter Three: The Marketers

Cold Allergy Sinus Category
- Overview
- Sales Trends
- Market Share
- Claritin Leads the Way
- Antihistamine
- Non-Sedating Antihistamine
- Pre Claritin Era
- Claritin Drives Growth
- Future Trends
- Decongestants
- Future Trends
Cough Medication
- Overview
- Sales Trend
- Expectorants
- Antitussives
- Sales Trends
Combinations
- Sales Trends
- The Pseudoephedrine Effect
- Cough Combinations
- Cold Allergy Sinus Combinations
Others
- Others—Cough
- Other—Cold/Allergy/Sinus
Nasal Products
- Overview
- Nasal Sprays/Inhalers/Drops
- Nasal Aspirators
- Mast Cell Stabilizers
- Nasal Strips
Chest Rubs

Chapter Four: The Consumer

Note on Simmons Survey Data and Figures
OTC Usage Overview
Demographics Favoring OTC over Prescription
Cold Allergy Sinus
- Cold Medication More Popular
- Allergy Sinus Sufferers Heavy Users
- Younger Generation Leans toward Daytime Medicines
- Tylenol Allergy/Sinus More Popular with Older Generation
- Sudafed Nasal Decongestant Preferred by Middle-Aged Population
Sore Throat
- Lozenges are Most Popular Type of Dosage
- Regular Sore Drops Ride High
- Vicks More Popular in Younger Generation; Cepacol Preferred by Older Generation
Cough Syrup
- Younger Generation Skewed Toward Cough Suppressants
- Older Generation More Frequent Users
Children/Pediatric Products
- Largest Market Group—Children
- Liquids Highly Popular
- Children Vicks Nyquil—A Young Parent’s Choice
- Pediacare Popular with Young Mothers

Chapter Five: Issues and Trends

The ‘Meth’ Effect
Growing Healthcare Costs
Payor Pressures
- The Insurer Push
- Revenue Protection
Reimportation of Drugs
Seasonal Variation
Demographics
- Children—The Largest Market
- Birth Rate Trends
Growing Share of Uninsured Population
Technological Society
Consumer Acceptance of Self-Medication
Key Growth Factors
- Rx to OTC Switch
- The Growth of Generics/Private Labels
- Third Class of Drugs
- Importance of Establishing a Global Brand
- Analgesic Combinations—The Entry Strategy
- Brand Extensions
- Extended-Release Single Ingredient Cough Products
- Day-Night Products
Unconventional Remedies
- Vitamin C-Based Products
- Prehistamine
Anticipated Rx-to-OTC Switches
New Channels
Marketplace Trends
- Direct-to-Consumer Advertising
- Building Brands in Prescription Category for Future OTC Switch
- The Online Healthcare Market
- Lower Drug Costs Through Outsourcing
Flavor Trends
- Mint Flavor—The New Rage
- Taste—Major Drawback for Liquids
- Finally…It is a Medicine
Trends in Dosing Forms
- Convenience—Key for Selecting Kid’s Medicine
- Tablets Still the Favorite
- Rapid-Dissolve tablets
- Oral Strips
- Cough Sprays
- Nasal Swabs
- Spill-Resistant Formulations

Chapter Six: Marketing Dynamics

Advertising Expenditure

Television
The Leading Ad Spender
Ad Spend as a Percentage of Revenues
Ad Spend of Non-Sedating Products

Positioning

Mom’s Brands
Comparative Advertisements
The Claritin Equivalents

Promotional Initiatives

Retail Structure and Distribution

Wholesalers
Drug Store Chains
e-Pharmacies
Retail Distribution
Drugstores

The Role of the Pharmacist

The Most Recommended Brand

Retail Trends

Impulse Purchase High for OTC Products
Piggybacking on National Brands
Supermarkets Stress ‘Whole Health’
Dedicated Kids Ailment Center
Entry of Dollar Stores
FSAs
Mail Order and Internet

New Product Introductions

Selling Points by Package Tags
Innovative Products
Alternative Products

Chapter Seven: Company Profiles

Procter & Gamble
- Overview
- Healthcare Segment
- Performance
- “Launch & Leverage”
Cadbury Schweppes
- Overview
- “Halls” of Fame
- Sustainable growth
- “Voicevertising”- A Unique Marketing Strategy
Johnson & Johnson
- Overview
- Makers of Tylenol
- OTC CCSA Product Line
Pfizer
- Overview
- OTC CCSA Product Line
- Performance
- Largest Pharmaceutical R&D Organization
- Focus on Pharmaceuticals and Healthcare
Wyeth Inc.
- Overview
- Product Line
- Performance
- Target: Two Novel Medicines Annually
Bayer Group
- Overview
- U.S. Operations
- OTC CCSA Product Line
- Performance
- Bayer: Expanding Its Reach
Bristol-Myers Squibb Company
- Overview
- OTC Product Line
- Renewed Strategy—Focus on Prescription Drugs
Novartis
- Overview
- The Consumer Health Division
- OTC Product Line
- R&D: The Company’s Lifeblood
Schering Plough Corporation
- Overview
- OTC Product Line
- Performance
- Recent News
Matrixx Initiatives Inc.
- Overview
- OTC Product Line
- Performance
- Unique Innovations
Leiner
- Overview
- Cost: The Driving Factor
- Social Responsibility

Appendix a: Company Directory
Appendix b: Advertising Tag Lines for Selected Brands

List of Exhibits

Chapter One: Executive Summary

Table 1-1: U.S. Retail Cough/Cold/Allergy/Sinus Medications Market 2000-2004

Chapter Two: The Market

Table 2-1: Common OTC Medications for Cough, Cold, Allergy and Sinus Conditions
Table 2-2: Major Antihistamines Brands and Year of OTC Switch
Table 2-3: Selected Combination Products
Figure 2-1: Performances of OTC Categories, 2000-2004
Table 2-4: U.S. Retail Sales of Cough/Cold/Allergy/Sinus Medications, 2000-2004
Figure 2-2: Cough/Cold/Allergy/Sinus Medications Sales Trend
Figure 2-3: Market Breakups: Share of Top 3 Marketers, Next 5 Marketers, Private Labels, and All Others 2000-2004
Figure 2-4: Overall Mass-Market Share by Competitor 2004
Table 2-5: Mass-Market Sales for Top 10 Marketers, Private Labels, and
Others 2000-2004
Figure 2-5: Brand’s Market-share Break-up, 2004
Table 2-6: Mass-Market Sales for Top 10 Brands, Private Labels, and
Others 2000-2004
Figure 2-6: Cough/Cold/Allergy/Sinus Market Composition, 2000-2004
Table 2-7: Mass-Market Sales for Cough/Cold/Allergy/Sinus Medications by
Type (18 Categories) 2000-2004
Figure 2-7: Projected Market for U.S. Cough/Cold/Allergy/Sinus
Medication, 2005-2009
Table 2-8: Stages in Clinical Trial
Figure 2-8: OTC Review Process
Table 2-9: Selected OTC Cold/Allergy/Cough Ingredient
Approvals 1976-2002
Table 2-10: Residential Population Share by Age Group 2000-2015

Chapter Three: The Marketers

Figure 3-1: U.S. Cold Allergy Sinus Market Classification 2004
Figure 3-2: U.S. Cold Allergy Sinus Mass-Market Sales 2000-2004
Table 3-1: Mass-Market Sales of Top Cold Allergy Sinus Brands 2000-2004
Table 3-2: Mass-Market Sales of Top Cold Allergy Sinus Marketers 2000-2004
Table 3-3: Mass-Market Sales of Top Cold Allergy Sinus Marketers, Brands 2000-2004
Figure 3-3: U.S. Non-Sedating Antihistamine Retail Sales 2000-2004
Table 3-4: Mass-Market Sales of Top Non-Sedating Antihistamine Brands 2000-2004
Table 3-5: Mass-Market Sales of Top Non-Sedating Antihistamine Marketers 2000-2004
Figure 3-4: U.S. Decongestant Retail Sales 2000-2004
Table 3-6: Mass-Market Sales of Top Decongestant Brands 2000-2004
Table 3-7: Mass-Market Sales of Top Decongestant Marketers 2000-2004
Figure 3-5: U.S. Cough Medication Mass Market Sales, 2000-2004
Table 3-8: Mass-Market Sales of Top Cough Medication Brands 2000-2004
Table 3-9: Mass-Market Sales of Top Cough Medication Marketers 2000-2004
Table 3-10: Mass-Market Sales of Top Expectorant Cough Medication Marketers, Brands 2000-2004
Figure 3-6: U.S. Antitussives Medication Mass-Market Sales 2000-2004
Table 3-11: Mass-Market Sales of Top Antitussives Brands 2000-2004
Table 3-12: Mass-Market Sales of Top Antitussives Marketers 2000-2004
Figure 3-7: U.S. Combination Medication Mass-Market Sales 2000-2004
Table 3-13: Mass-Market Sales of Top Combination Brands, 2000-2004
Table 3-14: Mass-Market Sales of Top Combination Marketers, 2000-2004
Table 3-15: Mass-Market Sales of Combination Drugs Containing Pseudoephedrine vs Other Combinations 2003-2004
Table 3-16: Mass Market Sales of Combination Brands Containing Pseudoephedrine 2003-2004
Figure 3-8: U.S. Cough Combination Mass-Market Sales 2000 - 2004
Table 3-17: Mass-Market Sales of Top Cough Combination Brands 2000-2004
Table 3-18: Mass-Market Sales of Top Cough Combination Marketers 2000-2004
Figure 3-9: U.S. Cold Sinus Allergy Combination Mass-Market Sales 2000-2004
Table 3-19: Mass-Market Sales of Top Cold Sinus Allergy Combination Brands 2000-2004
Table 3-20: Mass-Market Sales of Top Cold Sinus Allergy Combination Marketers 2000-2004
Figure 3-10: U.S. Others Mass-Market Sales 2000 - 2004
Table 3-21: Mass-Market Sales of Top Other Brands 2000-2004
Table 3-22: Mass-Market Sales of Top Other Marketers 2000-2004
Figure 3-11: U.S. Cough Other Mass-Market Sales 2000-2004
Table 3-23: Mass-Market Sales of Top Cough Other Brands 2000-2004
Table 3-24: Mass-Market Sales of Top Cough Other Marketers 2000-2004
Figure 3-12: U.S. Cold Sinus Allergy Other Mass-Market Sales 2000- 2004
Table 3-25: Mass-Market Sales of Top Cold Sinus Allergy Other Brands 2000-2004
Table 3-26: Mass-Market Sales of Top Cold Sinus Allergy Other Marketers 2000-2004
Figure 3-13: U.S. Nasal Products Mass-Market Sales 2000-2004
Table 3-27: Mass Market Sales of Nasal Products by Type (Spary/Drops/Inhalers, Strips, Mast Cell Stabilizers, Aspirators) 2000-2004
Table 3-28: Mass-Market Sales of Top Nasal Products Marketers 2000-2004
Table 3-29: Mass-Market Sales of Top Nasal Products Brands 2000-2004
Figure 3-14: U.S. Nasal Sprays/Inhalers/Drops Mass-Market Sales 2000-2004
Table 3-30: Mass-Market Sales of Top Nasal Sprays/Inhalers/Drops Brands 2000-2004
Table 3-31: Mass-Market Sales of Top Nasal Sprays/Inhalers/Drops Marketers 2000-2004
Figure 3-15: U.S. Nasal Aspirators Mass-Market Sales 2000-2004
Table 3-32: Mass-Market Sales of Top Nasal Aspirators Marketers/ Brands 2000-2004
Table 3-33: Mass-Market Sales of Top Mast Cell Stabilizers Brands 2000-2004
Table 3-34: Mass-Market Sales of Top Nasal Strip Marketers/Brands 2000-2004
Figure 3-16: U.S. Chest Rubs Mass-Market Sales 2000-2004
Table 3-35: Mass-Market Sales of Top Chest Rubs Brands 2000-2004
Table 3-36: Mass-Market Sales of Top Chest Rubs Marketers 2000-2004

Chapter Four: The Consumer

Figure 4-1: Percentage of People Using Non-Prescription Medication Last 12
Months, January 2004-September 2004
Table 4-1: Adult U.S. Ailments Suffered and at Risk January 2004- Sep-04
Table 4-2: Demographic Characteristics of U.S. Adults Favoring OTC over Prescription Products for Ailments January 2004-September 2004
Table 4-3: Demographic Profile of U.S. Adult Attitudes Prescription vs. OTC Products January 2004-September 2004
Table 4-4: Demographic Profile of U.S. Adult Cold Sinus Allergy Product User January 2004-September 2004
Figure 4-2: OTC Usage of Product Based on Condition January 2004- Sep-04
Table 4-5: Demographic Profile of U.S. Adult Cold Sinus Allergy Product User by Condition January 2004-September 2004
Figure 4-3: Frequency of OTC Product Use by Condition
Table 4-6: Demographic Profile of U.S. Adult Cold Sinus Allergy Product Heavy Users (13 or More in 12 Months) January 2004-September 2004
Table 4-7: Top 10 Brands Cold Sinus Allergy January 2004-September 2004
Table 4-8: Demographic Profile of U.S. Adult Cold Sinus Allergy Product Users by Brand, January 2004-September 2004
Table 4-9: Demographic Profile of U.S. Adult Sinus & Allergy Product Users by Brand, January 2004-September 2004
Table 4-10: Demographic Profile of U.S. Adult Cold Product Users by Brands, January 2004-September 2004
Table 4-11: Demographic Profile of U.S. Adult Cold & Sinus Product Users by Brand, January 2004-September 2004
Table 4-12: Demographic Profile of U.S. Adult Store Brand Cold Remedy Users, January 2004-September 2004
Figure 4-4: Sore Throat Usage Frequency, January 2004-September 2004
Figure 4-5: Sore Throat Types Used, January 2004-September 2004
Table 4-13: Demographic Profile of U.S. Adult Sore Throat Product User by Type (Drops, Liquids, Lozenges, Sprays) January 2004-September 2004
Figure 4-6: Sore Throat Kinds Used, January 2004-September 2004
Table 4-14: Demographic Profile of U.S. Adult Sore Throat Product Users by Kinds (Extra-Strength, Regular, Sugar Free, Vitamin C-Based) January 2004-September 2004
Table 4-15: Sore Throat—Top 10 Brands, January 2004-September 2004
Table 4-16: Demographic Profile of U.S. Adult Sore Throat Product Users by Brands, January 2004-September 2004
Table 4-17: Demographic Profile of U.S. Adult Cough Syrup Users January 2004-September 2004
Figure 4-7: Users of Cough Syrups by Type (Suppressant vs Expectorant) January 2004-September 2004
Table 4-18: Demographic Profile of U.S. Adult Cough Syrup User by Type (Suppressant vs Expectorant) January 2004-September 2004
Table 4-19: Demographic Profile of U.S. Adult Cough Syrup Users by Frequency, January 2004-September 2004
Table 4-20: Cough Syrups Top 10 Brands January 2004-September 2004
Table 4-21: Demographic Profile of U.S. Adult Cough Syrups Users by Brand January 2004-September 2004
Table 4-22: Demographic Profile of U.S. Adults Purchasing Children’s Cold/Cough Products, January 2004-September 2004
Figure 4-8: Percentage Used for Children’s Cold/Cough Types, January 2004-September 2004
Table 4-23: Demographic Profile U.S. Adult Purchasers of Children’s Cold/Cough Products by Types (Chewable, Drops, Liquids, Tablets), January 2004-September 2004
Table 4-24: Children’s Cold/Cough Top 10 Brands, January 2004- Sep-04
Table 4-25: Demographic Profile of U.S. Adult Purchasers of Children’s Cold/Cough Products by Brand, January 2004-September 2004
Table 4-26: Demographic Profile of U.S. Adult Purchasers of Children’s Cold/Cough Products by Brand, January 2004-September 2004

Chapter Five: Issues and Trends

Figure 5-1: National Health Expenditure, 1993-2003
Table 5-1: Projected U.S. Health Expenditures and Per Capita
Income 2005-2010
Figure 5-2: Spending for Prescription Drugs by Source of Funds
Figure 5-3: Seasonal Variation of the Cough/Cold/Allergy/Sinus Medication Market, 2003-2004
Table 5-2: Quarterly Sales by Dosing forms (in $ million), 2003-2004
Table 5-3: U.S. Population Under 15 Years of Age 2000-2030
Table 5-4: Birth Rate by Women’s Age Group, 2002-2003
Table 5-5: Uninsured Population by Age Group, 2003
Table 5-6: Combination with Analgesic and OTC Approval
Table 5-7: Anticipated Patent Expiry of Major Rx Allergy Drugs, 2003 Sales and DTC Promotional Spend
Table 5-8: Number of New Product Introductions by Favor
Table 5-9: Cough/Cold/Allergy/Sinus Market by Dosing Form, 2000-2004

Chapter Six: Marketing Dynamics

Table 6-1: Preferred Media for Top 20 Brands, 2004
Table 6-2: Ad Spend of the Top Five Marketers 2004
Table 6-3: Ad Spends as Percentage of Sales by Brand Line 2004
Table 6-4: Top Advertisement Spending and Media Channel by Brand 2004
Table 6-5: Advertisement Spend and Media Channel of Leading Brands 2004
Table 6-6: Tag Line/Positioning Statement of Selected New Product Introductions
Table 6-6a: Consumer Promotions of Selected New Product Introductions
Figure 6-1: Retail Channel Share of OTC Drug Sales
Table 6-7: Distribution of Dollar Volume by Product Type and Channel (Drug Stores, Supermarkets, Other) 2004*
Table 6-8: Distribution of Unit Sales by Product Type and Channel (Drug Stores, Supermarkets, Other) 2004*
Table 6-9: Customer Reasons for Choosing OTC Medication Brands in 2004
Table 6-10: Top Brand Recommended by Pharmacists in Each Category and Percentage of Pharmacists Making Recommendation, 2004
Table 6-11: Top Three Pharmacist-Recommended Cough/Cold/Allergy/Sinus Brands by Product Category and Percentage of Pharmacists Making Recommendation, 2004
Table 6-12: Top Three Pharmacist-Recommended Nasal Brands by Product Category and Percentage of Pharmacists Making Recommendation, 2004
Table 6-13: Top Three Pharmacist-Recommended Children’s Brands by Product Category and Percentage of Pharmacists Making Recommendation, 2004
Table 6-14: Top Three Pharmacist-Recommended Sore Throat and Zinc-Based Brand by Product Category and Percentage of Pharmacists Making Recommendation, 2004
Table 6-15: Number of New Products Using Selected Selling Points/ Package Tags 2004
Table 6-16: Selected Innovative New Product Introductions 2004
Table 6-17: Number of New Product Introductions by Major Ingredients 2004
Table 6-18: Selected New Product Introductions by Top 10 Marketers 2004
Table 6-19: Selected Homeopathic New Product Introductions 2004
Table 6-20: Other Selected New Product Introductions 2004
Table 6-21: Number of New Product Introductions by Package Type

Chapter Seven: Company Profiles

Figure 7-1: P&G OTC CCSA Segmentation
Figure 7-2: P&G U.S. Mass-Market OTC CCSA Sales Revenue, 2000-2004
Figure 7-3: Mass-Market OTC Sore Throat Drop Sales Comparison: U.S. Vs Cadbury Schweppes, 2000-2004
Table 7-1: Johnson & Johnson Product Lines
Figure 7-4: Johnson and Johnson OTC CCSA Segmentation
Figure 7-5: Johnson & Johnson U.S. Mass-Market OTC CCSA Sales Revenue 2000-2004
Table 7-2: Pfizer’s Product Lines
Figure 7-6: Pfizer OTC CCSA Segmentation
Figure 7-7: Pfizer U.S. Mass-Market OTC CCSA Sales Revenue 2000-2004
Figure 7-8: Wyeth OTC CCSA Segmentation
Figure 7-9: Wyeth U.S. Mass-Market OTC CCSA Sales Revenue 2000-2004
Figure 7-10: Bayer OTC CCSA Segmentation
Figure 7-11: Bayer U.S. Mass-Market OTC CCSA Sales Revenue 2000-2004
Figure 7-12: Bristol Myers Squibb OTC CCSA Segmentation
Figure 7-13: Bristol Myers Squibb U.S. Mass-Market OTC CCSA Sales Revenue 2000-2004
Figure 7-14: Novartis OTC CCSA Segmentation
Figure 7-15: Novartis U.S. Mass-Market OTC CCSA Sales Revenue 2000-2004
Figure 7-16: Schering-Plough Corporation OTC CCSA Segmentation
Figure 7-17: Schering—Plough Corporation U.S. Mass-Market OTC CCSA Sales Revenue 2000-2004
Figure 7-18: Matrixx Initiatives Inc. OTC CCSA Segmentation
Figure 7-19: Matrixx Initiatives Inc. U.S. Mass-Market OTC CCSA Sales Revenue 2000-2004

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The U.S. Market for Over-the-Counter Cough, Cold, Allergy, and Sinus Medications.

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