About this report
Key findings
By 2014 it is estimated that there will be 11.9 million children aged 0-15-years-old. That’s almost half a million more than in 2009. Alongside a drop in the number of GP appointments for children and move towards pharmacist-led medication, the rising child population will contribute to the £20 million growth of the market to 2014.
More than three quarters of the 29 million parents (with children under 16-years-old) buy medicine or healthcare products for their children that have been recommended to them. This highlights the importance of the role of doctors and pharmacists in driving product awareness.
More than 26 million parents have bought medicine or medicated products in the last 12 months for their children. This is testament to the incidents of minor illness amongst the under 16s.
As far as 3 million parents are concerned, a child’s health is priceless. These parents buy whatever they believe works regardless of price
There is a ready supply of children’s medicines in the bathroom cabinets of 14 million parents. Having medicines on standby offers reassurance to parents who can react quickly to their children’s symptoms.
Parents of children aged 0-4-year-olds are more likely to buy medicines from the local pharmacy. Putting an ill baby/toddler into the car and driving to a large supermarket with a pharmacy might prove more trying than going to the local pharmacy.
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