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OTC Pediatrics - US - February 2016

OTC Pediatrics - US - February 2016

Illness is prevalent among children, as 90% of children younger than 12 experienced some type of ailment in the past year. Their weaker immune system combined with opportunities for interaction and germ spreading makes them especially susceptible to illness. The OTC (over-the-counter) pediatrics market has continued to grow after a series of product recalls in 2010-13, as parents’ confidence in familiar brands has returned. When it comes to illness, parents will spend on products to help their children feel better and some are seeking out natural remedies as a safer alternative.

This report examines the following areas:

New parents are purchasing fewer medications than those with parenting experience
Home remedies compromise OTC medication use
Parents may not choose any remedies to treat mild ailments


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Children’s OTC medication purchased in past year, by first time parents, November 2015
Figure 2: Attitudes towards treating with a home remedy, November 2015
Figure 3: Attitudes towards not treating ailments, November 2015
The opportunities
Figure 4: Attitudes toward purchasing natural remedies, by number of children in the household, November 2015
Figure 5: Segment share of MULO RTD baby electrolytes, 52 weeks ending Nov. 1, 2015
Figure 6: Interest in retail health clinics, November 2015
What it means
THE MARKET
What you need to know
OTC pediatrics have solid growth in 2015, continued growth projected
Non-treatment and home remedies are competition for OTC pediatrics
Kids are likely to get sick, and where they live impacts their ailment
Fewer households with children, yet more babies being born in the US
Market size and forecast
OTC pediatrics experiences solid growth in 2015, projected to continue
Figure 7: Total US sales and fan chart forecast of OTC pediatrics, at current prices, 2010-20
Figure 8: Total US sales and forecast of OTC pediatrics, at current prices, 2010-20
Market breakdown
Almost half of sales are outside of drug stores and supermarkets
Figure 9: Total US retail sales of OTC pediatrics, by channel, at current prices, 2013 and 2015
Market perspective
Some parents choose not to treat ailments
Figure 10: Attitudes towards not treating ailments, November 2015
A home remedy can be used in place of OTC medications
Figure 11: Attitudes towards treating with a home remedy, November 2015
Market factors
Kids get sick
Figure 12: Children’s ailments experienced, November 2015
Number of households with children still waning; yet total children rises
Figure 13: Households, by presence of own children, 2005-15
Figure 14: US population, by child’s age, 2010-20
Figure 15: Annual births and fertility rate, 2004-14
Where children live impacts the types of ailments experienced
Figure 16: Children’s ailments experienced, by region, November 2015
KEY PLAYERS
What you need to know
J&J leads the pack in the OTC pediatric market
Cold, cough, allergy, electrolytes and natural remedies are succeeding
Pedicare struggles; vitamin, mineral and supplement sales stagnate
New formats of OTC pediatrics and probiotics will grow the market
Manufacturer sales of OTC pediatrics
J&J maintains its lead in sales of OTC pediatrics
Figure 17: MULO sales of OTC pediatrics, by leading companies, rolling 52 weeks 2014 and 2015
What’s working?
Cold, allergy, cough, nasal is the largest segment
Figure 18: Total MULO sales for children’s OTC pediatric remedies, by segment, rolling 52 weeks 2015
Figure 19: MULO sales of select cold, cough, nasal remedies, rolling 52 weeks 2014 and 2015
Figure 20: MULO sales of select children’s allergy brands, rolling 52 weeks 2014 and 2015
Brand familiarity keeps J&J brands top in pain and fever relief
Figure 21: MULO sales of internal analgesics, by leading companies, rolling 52 weeks 2014 and 2015
Baby electrolytes market controlled by Abbott
Figure 22: MULO sales of RTD baby electrolytes, by leading companies and brands, rolling 52 weeks 2014 and 2015
Natural brands Hyland’s and Maty’s experience solid growth
Figure 23: MULO sales of select Homeopathic brands, rolling 52 weeks 2014 and 2015
What’s struggling?
Prestige Brands’ Pedicare see sales dip across all segments
Figure 24: MULO sales of PediaCare products, rolling 52 weeks 2014 and 2015
Vitamins, minerals, and supplement sales stagnate
Figure 25: MULO sales of vitamins, minerals, and supplements*, by leading companies and brands, rolling 52 weeks 2014 and 2015
What’s next?
Oxy Bump delivers oxygen-powered relief to children’s nose and throat
Parents proactively treating child’s gut health
Lollipop formats of medicated relief could appeal to children
THE CONSUMER
What you need to know
Most kids get sick
Almost all parents with a sick child purchase OTC medications
Liquid is parent’s go-to format, but kids like gummy more
Technology offers the convenience parents want to treat a sick kid
Parents rely first on OTC medications; some forgo treatment
Some parents are more exploratory in their product choices
Ailments kids experience
Most children get sick
Figure 26: Children’s ailments experienced in past year, by child’s age, November 2015
Where kids live impacts their illnesses
Figure 27: Children’s ailments experienced in past year, by region, November 2015
More kids in a household means more germs to go around
The impact of some ailments vary by race
Figure 28: Children’s ailments experienced in past year, by number of children in household, November 2015
Figure 29: Children’s ailments experienced in past year, by race and Hispanic origin, November 2015
Children’s OTC medications purchased
Pain relievers, cold, and cough medications top purchased items
Figure 30: Children’s OTC medication purchased in past year, November 2015
Seasoned parents are purchasing more medications
Figure 31: Children’s OTC medication purchased in past year, by first time parents, November 2015
Child’s age impacts types of products purchased
Figure 32: Select children’s OTC medication purchased in past year, by child’s age, part 1, November 2015
Figure 33: Select children’s OTC medication purchased, by child’s age, part 2, November 2015
A similar relationship exists between illnesses and treatments by race and Hispanic origin
Figure 34: Children’s OTC medication purchased in the past year, by race and Hispanic origin, November 2015
Perceptions of OTC medication formats
Liquid is parent’s go-to format; kids like gummy
Figure 35: Correspondence analysis, perceptions of formats, November 2015
Figure 36: Appeal, ease of use, safety, and go-to appeal of medication formats, November 2015
Hard drops are difficult for children to use; yet children find them appealing
Ointments are for niche needs, but work quick and are easy to use
Figure 37: Perceptions of hard drops, November 2015
Figure 38: Perceptions of ointment/rubs, November 2015
Interest in tools to treat and diagnose
Parents are drawn to experts for diagnosing
Figure 39: Interest in retail health clinics, November 2015
Technology conveniences are also appealing
Figure 40: Interest in technology to diagnosis and treat child’s ailments, November 2015
Figure 41: Interested in technology to diagnosis and treat child’s ailments, by Hispanic origin, race and area, November 2015
Access to diagnoses from the comfort of home resonate with parents
Figure 42: Interest in apps or social media to diagnosis and treat child’s ailments, November 2015
Figure 43: Interested in apps or social media to diagnosis and treat child’s ailments, by Hispanic origin, race, area, child’s age, first time parent,
November 2015
Attitudes toward treating illnesses
Parents turn to OTC medications first to treat their child’s ailments
Figure 44: Attitudes toward treating children with medications, by region, area, first time parent, November 2015
More than one quarter of parents let illnesses run the course
Figure 45: Attitudes toward letting ailments run the course, by region, area, parent employment, November 2015
Professionals are best information source, but not first point of contact
Figure 46: Attitudes toward sources of information, by area, number of children in household, child’s age, November 2015
Attitudes toward shopping for treatments
One third of parents are buying brand name treatments
Figure 47: Attitudes toward purchasing OTC medication, by Hispanic origin and race, November 2015
New products are polarizing to parents
Figure 48: Attitudes toward trying new OTC medications, by number of children in household, child’s age, November 2015
One quarter of parents purchase medications with natural ingredients
Figure 49: Attitudes toward natural and homeopathic OTC medication, by Hispanic origin and race, number of children in the household,
November 2015
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations and terms
Market
Figure 50: Total US sales and forecast of OTC pediatrics, at inflation-adjusted prices, 2010-20
Key players
Figure 51: MULO sales of cold, allergy, cough, nasal remedies, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 52: MULO sales of miscellaneous health remedies, by leading companies and brands, rolling 52 weeks 2014 and 2015
OTC PEDIATRICS, US - FEBRUARY 2016
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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