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Cough, Cold, Flu and Allergy Remedies - US - April 2016

Cough, Cold, Flu and Allergy Remedies - US - April 2016

"US sales of cough, cold, flu, and allergy remedies grew substantially in 2015 largely due to the Rx-to-OTC switch of Flonase, a nasal allergy medication. A moderately severe flu season, coupled with a relatively ineffective flu vaccine, contributed to growth in the market. Households with children are a strong opportunity for brand marketers as these consumers have the highest incidence of illness and are likely to purchase the most remedies."

- Marissa Gilbert, Health and Wellness Analyst

This report discusses the following key topics:

Cold/sinus and cough/throat remedies fail to match allergy remedy growth rate
Rx remedies represent a sales threat
Only moderate interest in allergy patch; rubs not perceived as effective for colds


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, by segment, 2010-20
Figure 2: Use of prescription medication to treat any cough, cold, flu symptom or any allergy symptom, January 2016
Figure 3: Perceptions of external allergy and cough, cold, and flu remedies, January 2016
The opportunities
Figure 4: First-year sales of Flonase (52-weeks ending Dec. 27, 2015) and Nasacort (52-weeks ending Dec. 28, 2014)
Figure 5: Ailments experienced, by presence of children in the household, January 2016
Figure 6: Perceptions and interest in external OTC remedies, by parental status, age and income, and ethnicity, January 2016
What it means
THE MARKET
What you need to know
Market growth driven by Rx-to-OTC switch and robust flu season
Cold/sinus remedies lead market but allergy remedies growing faster
Consumers turning to Rx medications offers OTC remedies competition
High rate of adults suffering from cough, cold, flu or allergy ailments
Market size and forecast
Strong flu season and new products drive growth in 2015
Figure 7: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, at current prices, 2010-20
Figure 8: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, at current prices, 2010-20
Market breakdown
All segments experience growth, but allergy has greatest gains
Figure 9: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, by segment, 2010-20
Cold/sinus remedies make up roughly half of the total market
Figure 10: Share of total US retail sales of cough, cold, flu, and allergy remedies, by segment, 2015
Sales in natural channels continue to grow
Figure 11: Natural supermarket sales of cough, cold, flu, and allergy remedies, at current prices, rolling 52 weeks
February 2014-February 2016
Figure 12: Natural supermarket sales of cough, cold, flu, and allergy remedies, at current prices, rolling 52 weeks
February 2014-February 2016
Market perspective
Many consumers turn to Rx medications for relief
Figure 13: Use of prescription medication to treat illness, January 2016
Market factors
High incidence of ailments indicates solid need for OTC remedies
Figure 14: Ailments experienced, January 2016
Flu season severity and effectiveness of the flu vaccine boosts sales
Figure 15: Seasonal flu severity, 2010-15
Presence of children a strong indicator for cough, cold, and flu ailments
Figure 16: Ailments experienced, by presence of children in the household, January 2016
KEY PLAYERS
What you need to know
Top three companies maintain rank, despite slower sales
Rx-to-OTC allergy remedy switches driving substantial growth
Natural remedies for babies and children gaining sales
Brands not associated with treating specific symptoms experience declines
More allergy Rx-to-OTC introductions and multisymptom remedies point to the future
Manufacturer sales of cough, cold, flu, and allergy remedies
Leading manufacturers maintain grip on the market
Figure 17: Manufacturer sales of cough, cold, flu, and allergy remedies, rolling 52 weeks 2014 and 2015
Private label sales grow, yet lose market share
Figure 18: Use of store brand remedies, July 2014-September 2015
What’s working?
Allergy Rx-to-OTC switches continue to boost entire market
Figure 19: MULO sales of select allergy Rx-to-OTC brands, rolling 52 weeks 2014 and 2015
P&G enters the allergy segment with Vicks QlearQuil
Natural remedies for children experience growth
Figure 20: MULO sales of select Zarbee’s and Hyland’s products, rolling 52 weeks 2014 and 2015
What’s struggling?
Despite strong category growth, some brands are struggling
Figure 21: MULO sales of Tylenol, 2014-15
What’s next?
Rhinocort Rx-to-OTC switch poised for further grow
Flonase children’s allergy remedy could further boost segment growth
Demand for multisymptom products likely to increase
THE CONSUMER
What you need to know
High likelihood of ailments and treatment with OTC medications
Consumers take preventative measures before and after colds
OTC medications routinely used to treat cold or flu, yet doctor still highly consulted
Allergy sufferers most likely to take oral allergy medications
Cough, cold, and flu ailments experienced
Young women suffering from the most ailments; the flu is the exception
Figure 22: Cough, cold, and flu ailments experienced, by age and gender, January 2016
Employed adults more apt to contract cold, cough, and flu ailments
Figure 23: Ailments experienced, by employment status, January 2016
Hispanics most likely to contract cough, fever, flu
Figure 24: Ailments experienced, by Hispanic origin, January 2016
Format usage of cold, cough, and flu treatments
Consumers are turning to OTC internal remedies for relief
Figure 25: Internal remedy treatments for cough, cold, and flu, by ailment, January 2016
OTC external remedies used less often
Figure 26: External remedies for cough, cold, and flu, by ailment, January 2016
Hispanic adults are more likely to use a variety of remedies
Figure 27: Treatment of cough, cold, and flu (any remedy), by Hispanic origin, January 2016
Behaviors in the life cycle of a cold
Consumers are managing colds at all stages
Figure 28: Behavior through life cycle of cold, January 2016
Women wash hands and disinfect home more than men
Figure 29: Select pre- and post-cold behaviors, by gender, January 2016
Parents are attuned to cold prevention
Figure 30: Select behaviors during life cycle of a cold, by parental status, January 2016
Perceptions of cold, cough, and flu medications
Less than half of adults turn to OTC remedy before consulting a doctor
Figure 31: Perceptions of cough, cold, and flu medications, January 2016
Parents have more positive perceptions of OTC remedies
Figure 32: Perceptions of single symptom, multiple symptom, and external remedies, by parental status, January 2016
Incidence and treatment of allergies
More than one third of adults experience seasonal allergies
Figure 33: Allergies experienced, by age and gender, January 2016
OTC internal oral remedies used most to treat allergies
Figure 34: Treatment of allergies, by any symptom (net), January 2016
Most formats used for multiple symptoms
Figure 35: Usage of allergy treatment formats, by symptoms, January 2016
Perceptions of allergy medications
Half of allergy sufferers only take allergy medications when needed
Figure 36: When allergy medications are taken, January 2016
Brand name not a key driver for allergy sufferers
Figure 37: Purchasing of name brand and price perceptions, by age and parental status by gender, January 2016
Parents of 6-11-year-olds express most interest in alternative formats
Figure 38: Interest in nasal spray that moistens and external patch, by presence of children in household, January 2016
Just more than one quarter purchase one remedy for all symptoms
Figure 39: Type of allergy medication taken for treatment, January 2016
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations and terms
Market
igure 40: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, at inflation-adjusted prices, 2010-20
Figure 41: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, by segment, at current prices, 2010-20
Figure 42: Total US retail sales of cough, cold, flu, and allergy remedies, by segment, at current prices, 2013 and 2015
Key players
Figure 43: MULO sales of cold/sinus/allergy remedies, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 44: MULO sales of cough/throat remedies, by leading companies and brands, rolling 52 weeks 2014 and 2015
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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