Cough, Cold and Sore Throat Remedies - US

Published by: Mintel International Group Ltd.

Published: May. 1, 2009 - 96 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Market grows despite recession

Drug stores top retailers due to proliferation of pharmacies

Diverse drivers fuel the market

Johnson & Johnson/McNeil lead but Mucinex grows; private label keeps pace

Getting sick

Treatment and effectiveness

Selecting medicine

Race & Hispanic origin

MARKET SIZE AND FORECAST

Key points

Incidence of cold/flu, population factors, low health insurance rates drive sales into the future

Ups and downs of FDA regulations and the tightening economy

Sales and forecast of cough/cold/sore throat remedies

Figure 1: FDMx sales of cough, cold, & throat remedies, at current prices, 2003-13

Figure 2: FDMx sales of cough, cold, & throat remedies, at inflation-adjusted prices, 2003-13

Walmart sales

COMPETITIVE CONTEXT

Homeopathic/natural remedies compete with OTC medicines

Many still use home remedies rather than OTC treatments

SEGMENT PERFORMANCE

Key points

Cold/allergy/sinus tablets comprise more than half of the market

Sales of cold/allergy/sinus/sore throat remedies, by segment

Figure 3: FDMx sales of cough, cold, & throat remedies, segmented by type, 2006 & 2008

SEGMENT PERFORMANCE—COLD/ALLERGY/SINUS TABLETS

Key points

Tablets signify convenience, benefit from Rx switch

Sales and forecast of cold/allergy/sinus tablets

Figure 4: FDMx sales of cold/allergy/sinus tablets, at current prices, 2003-13

SEGMENT PERFORMANCE—COLD/ALLERGY/SINUS LIQUIDS

Key points

Liquids hurt by recalls, FDA restrictions

Sales and forecast of cold/allergy/sinus liquids

Figure 5: FDMx sales s of cold/allergy/sinus liquids, at current prices, 2003-13

SEGMENT PERFORMANCE—NASAL PRODUCTS

Key points

Nasal products represent safe alternative to pediatric liquids

Sales and forecast of nasal products

Figure 6: FDMx sales of nasal products, at current prices, 2003-13

SEGMENT PERFORMANCE—COUGH DROPS

Key points

Cough drops also represent convenience and utility

Non-medicated positioning and single-symptom relief attractive

Sales and forecast of cough drops

Figure 7: FDMx sales of cough drops, at current prices, 2003-13

SEGMENT PERFORMANCE—COUGH SYRUP/SORE THROAT LIQUIDS

Key points

Syrups/sore throat liquids face similar challenges to cold liquids

Sales and forecast of cough syrup/sore throat liquids

Figure 8: FDMx sales of cough syrup/sore throat liquids, at current prices, 2003-13

RETAIL CHANNELS

Key points

Drug stores most equated with healthcare

Sales of cough, cold, & throat remedies, by channel

Figure 9: FDMx sales of cough, cold, & throat remedies, by channel, 2006 and 2008

RETAIL CHANNELS—DRUG STORES

Key points

Pharmacies mean bigger OTC business

Store brands give drug channels added advantage

Drug store sales of cough, cold and throat remedies

Figure 10: U.S. drug store sales of cough, cold, & throat remedies, at current prices, 2003-08

RETAIL CHANNELS—OTHER: SUPERMARKETS & MASS

Key points

Other channels without pharmacies have tough time competing

Other channel sales of cold/allergy/sinus remedies

Figure 11: U.S. other channel sales of cough, cold, & throat remedies, at current prices, 2003-08

MARKET DRIVERS

Incidence of cold and flu

Figure 12: U.S. seasonal flu severity, 2001-08

Child, female, and elderly population growth means more sufferers

Figure 13: Population, by age, 2004-14

Figure 14: Female population, by age, 2004-14

Self-diagnosis/treatment trend continues to aid OTC sales

Outcome

Figure 15: Treating a cough/cold/sore throat/flu, February 2009

Growing Hispanic population spells opportunity for OTC remedy marketers

Figure 16: Cough/cold/sore throat and related conditions experienced in past 12 months, by race/Hispanic

origin, February 2009

Bottom line

Figure 17: Population, by race and Hispanic origin, 2004-14

LEADING COMPANIES

Key points

Johnson & Johnson/McNeil continues to lead

Private label benefits from tough economy

Manufacturer sales of cough, cold, & throat remedies

Figure 18: Manufacturer FDMx sales of cough, cold, & throat remedies in the U.S., 2008 and 2009

BRAND SHARE—COLD/ALLERGY/SINUS TABLETS

Key points

Tylenol and Sudafed drop as Mucinex increases share

Private label will stiffen competition in the future

Manufacturer and brand sales of cold/allergy/sinus tablets

Figure 19: Selected brand FDMx sales and market share of cold/allergy/sinus tablets, 2008-09

BRAND SHARE—COLD/ALLERGY/SINUS LIQUIDS

Key points

Most leading cold liquids drop, while private label surges

Manufacturer and brand sales of cold/allergy/sinus liquids

Figure 20: Selected brand FDMx sales and market share of cold/allergy/sinus liquids, 2008-09

BRAND SHARE—NASAL SPRAY/DROPS/INHALER

Key point

NeilMed outpaces most medicated sprays

Manufacturer and brand sales of nasal spray/drops/inhaler

Figure 21: Selected brand FDMx sales and market share of nasal spray/drops/inhaler, 2008-09

BRAND SHARE—COUGH DROPS

Key points

Halls leads with brand extensions, but sales fluctuate

Ricola leverages herbal angle

Manufacturer and brand sales of cough drops

Figure 22: Selected brand FDMx sales and market share of cough drops, 2008-09

BRAND SHARE—COUGH SYRUP/SORE THROAT LIQUIDS

Key points

Wyeth and Adams vie for top position, P&G sees strength in Vicks Custom Care

Manufacturer and brand sales of cough syrup/sore throat liquids

Figure 23: Selected brand FDMx sales and market share of cough syrup/sore throat liquids, 2008-09

NATURAL CHANNEL/SPINS

Natural channel sales of cold and flu remedies

Figure 24: Natural product supermarket retail sales of cold and flu remedies, at current and inflation-adjusted

prices, 2007-09

Implications

Natural channel sales by segment

Figure 25: Natural product supermarket retail sales of cold and flu remedies by segment, 2007-09

BRAND QUALITIES

Cough drops vie for originality

Store brands leverage value as household budgets tighten

Demand for natural/alternative ingredients spurs “natural” positioning bids

Symptom-specific comes to the fore with Vicks

INNOVATION AND INNOVATORS

Natural/homeopathic/herbal remedies

Figure 26: Claim trends in decongestive, cough, cold & flu relief launches, 2003-08

Non-natural products also making use of natural positioning:

Kids’ remedies

ADVERTISING AND PROMOTION

Tylenol

Building goodwill

Web and TV marketing

Figure 27: J&J Tylenol Cold Multi-Symptom Rapid Release, 2008

Sudafed

Figure 28: J&J Sudafed, 2008

Mucinex

Figure 29: Adams Respiratory Therapeutics Mucinex DM, 2008

Vicks

Figure 30: Procter & Gamble Vicks Formula 44 Custom Care, 2008

Halls

Figure 31: Cadbury Schweppes Halls Naturals, 2008

GETTING SICK

Key points

Incidence of cough, cold, sore throat, and related conditions

Figure 32: Cough/cold/sore throat and related conditions experienced in past 12 months, by gender and age,

February 2009

Figure 33: Cough/cold/sore throat and related conditions experienced in past 12 months, by presence of

children in household, February 2009

Frequency of suffering in past 12 months

Figure 34: Number of cold/flu/sinus conditions experienced in past 12 months, by gender and age, July 2007-

September 2008

TREATMENT

Key points

Treatment methods

Figure 35: Treating a cough/cold/sore throat/flu, February 2009

Women tend towards multi-remedy approach; older adults, vitamins

Figure 36: Treating a cough or cold, by gender and age, February 2009

Figure 37: Treating a sore throat or flu, by gender and age, February 2009

OTC remedy use higher among women, older respondents need convincing

Figure 38: Treating cough/cold/sore throat/flu with OTC remedies, by gender and age, February 2009

Figure 39: Keeping OTC remedies on hand, by gender and age, February 2009

TREATMENT TYPES

Key points

Types and kinds of cough syrup and sore throat products used

Figure 40: Types of cough syrup and sore throat products used, by gender and age July 2007-September 2008

Frequency of use by ailment

Figure 41: Frequency of use of cold/allergy/sinus remedies, by gender and age, July 2007-September 2008

Figure 42: Number of times during the day cough syrup and sore throat products are used, by gender and age,

July 2007-September 2008

Cold/allergy/sinus remedy formulas used

Figure 43: Cold/allergy/sinus remedy formula used, by gender and age, July 2007-September 2008

EFFECTIVENESS OF COUGH/COLD MEDICINE

Key points

Attitudes about the efficacy of remedies

Figure 44: Effectiveness of cold/cough medicine, February 2009

SELECTING MEDICINE

Key points

Important characteristics when selecting cold/cough medicine

Figure 45: Important characteristics when selecting cold/cough medicine, by gender, February 2009

Seeking guidance

Figure 46: Research and input in selecting cough/cold/sore throat/flu remedies, by gender, February 2009

Figure 47: Research and input in selecting cough/cold/sore throat/flu remedies, by age, February 2009

SAFETY CONCERNS

Key point

Concerns about medicine safety

Figure 48: Concerns about medicine safety, by gender, February 2009

HOMEOPATHIC AND NATURAL/ALTERNATIVE REMEDIES

Key points

Use of homeopathic remedies

Figure 49: Homeopathic remedies for cough/cold/sore throat/flu, by gender, February 2009

Figure 50: Homeopathic remedies for cough/cold/sore throat/flu, by age, February 2009

RACE AND HISPANIC ORIGIN

Key points

Treatment among ethnicities

Figure 51: Treating a cough/cold/sore throat/flu, by race & Hispanic origin, February 2009

Figure 52: Treating cough/cold/sore throat/flu with OTC remedies, by race & Hispanic origin, February 2009

Figure 53: Ailments for which cold/allergy/sinus remedies were used in the past 12 months, by race & Hispanic

origin, July 2007-September 2008

Selecting medicine among ethnicities

Figure 54: Research and input in selecting cough/cold/sore throat/flu remedies, by race & Hispanic origin,

February 2009

Homeopathic remedies and ethnicities

Figure 55: Homeopathic remedies for cough/cold/sore throat/flu, by race & Hispanic origin, February 2009

APPENDIX: OTHER USEFUL CONSUMER TABLES

The impact of children and household size on the market

Figure 56: Number of cough/cold/sore throat and related conditions experienced in past 12 months, by

presence of children and household size, July 2007-September 2008

Figure 57: Keeping OTC remedies on hand, by presence of children and household size, February 2009

Figure 58: Ailments for which cold/allergy/sinus remedies were used in the past 12 months, by presence of

children and household size, July 2007-September 2008

Figure 59: Preferred types of cough syrup and sore throat products, by presence of children and household

size, July 2007-September 2008

Figure 60: Use of cough syrup, sore throat drops, and cold/allergy/sinus remedies, by presence of children and

household size, July 2007-September 2008

Figure 61: Important characteristics when selecting cold/cough medicine, by presence of children and

household size, February 2009

Figure 62: Research and input in selecting cough/cold/sore throat/flu remedies, presence of children and

household size, February 2009

Another look at remedy usage

Figure 63: Use of cough syrup, sore throat drops, and cold/allergy/sinus remedies, by gender and age, July

2007-September 2008

Figure 64: Ailments for which cold/allergy/sinus remedies were used in the past 12 months, by gender and age

July 2007-September 2008

Medicine selection and concerns

Figure 65: Important characteristics when selecting cold/cough medicine, by age, February 2009

Figure 66: Concerns about medicine safety, by age, February 2009

APPENDIX: TRADE ASSOCIATIONS

Abstract

• Competition from natural and homeopathic remedies, which have steadily gained popularity in the U.S., and OTC remedy manufacturers’ attempts to capitalize on the trend
• The evident desire among sufferers for more single-symptom remedies, which is only recently being met by manufacturers
• The role of pharmacies in attracting customers to the OTC remedy aisle
• The damage done to the market by infant product recalls, FDA restrictions, and decreasing consumer confidence in the safety and efficacy of OTC treatments

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