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 76: 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 77: Keeping OTC remedies on hand, by presence of children and
household size, February 2009
- Figure 78: 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 79: Preferred types of cough syrup and sore throat products, by
presence of children and household size, July 2007-September 2008
- Figure 80: Use of cough syrup, sore throat drops, and cold/allergy/sinus
remedies, by presence of children and household size, July 2007-September
2008
- Figure 81: Important characteristics when selecting cold/cough medicine,
by presence of children and household size, February 2009
- Figure 82: 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 83: Use of cough syrup, sore throat drops, and cold/allergy/sinus
remedies, by gender and age, July 2007-September 2008
- Figure 84: 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 85: Important characteristics when selecting cold/cough medicine,
by age, February 2009
- Figure 86: Concerns about medicine safety, by age, February 2009
- Appendix: Trade Associations
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