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Allergies and Allergy Remedies - UK - February 2010

  • An estimated 21 million adults in the UK suffer from at least one allergy, with 10m suffering from more than one. Opportunities exist in the allergy testing sector as only half of sufferers have been medically diagnosed.
  • A quarter of adults believe that nearly everyone claims to be allergic to something these days. In many ways, people like to be defined by their allergies, supporting the notion that allergies are a ‘modern illness’.
  • More than seven in ten allergy sufferers use medication to treat allergies. Instant relief products such as nasal sprays and eye drops are seeing the fastest growth, albeit from a small base.
  • Under-35 year old adults are more likely to suffer from three or more allergies. Yet the people in this group are less likely to have their allergies diagnosed by a medical professional, instead identifying a number of most likely allergens themselves. As a result, they may wrongly believe that they are allergic to a number of things.
  • Directly affected by their allergies, almost a third of allergy sufferers have had to change their lifestyle to reduce their allergic reactions.
  • Although less than one in ten allergy sufferers choose to do nothing about their allergies, most will use a combination of avoiding allergy triggers and medicating symptoms.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Allergies
            • Allergy remedies
              • Pharmacy abbreviations
                • Excluded
                  • Abbreviations
                  • Future Opportunities

                    • The influence of resilience
                      • Planning ahead vs. Instant gratification
                        • Sense of community amongst allergy sufferers
                          • Defined by allergies
                          • Market in Brief

                            • Allergy suffering is on the rise
                              • Discounting stagnates value
                                • Not avoiding the issue
                                  • Improving access to testing and allergy awareness
                                  • Internal Market Environment

                                    • Key points
                                      • Trends in incidence of allergies
                                        • Figure 1: Number of adults with allergies, 2008-09
                                      • Children’s allergies
                                        • Treatment of allergies
                                          • Figure 2: Allergy sufferes who have used allergy remedies in the last 12 months, 2008-09
                                        • Carpet ownership amongst allergy sufferers
                                          • Figure 3: Household floorcoverings ownership in GB, by experience of allergies, 2009
                                        • Pet ownership amongst allergy sufferers
                                          • Figure 4: Household pet ownership in GB, by experience of allergies, 2009
                                      • Broader Market Environment

                                        • Key points
                                          • Population data
                                            • Figure 5: Structure of the UK population, by age and gender, 2004-14
                                          • Food Standards Agency
                                            • Sources of information
                                              • Major representative bodies
                                                • Patient driven charities
                                                  • Allergy testing provision
                                                  • Competitive Context

                                                    • Key points
                                                      • OTC context
                                                        • Figure 6: Market value of competing healthcare sectors, 2007-09
                                                      • Allergy remedies in context
                                                        • Figure 7: Retail value sales for allergy remedies and free-from foods, 2007-09
                                                      • Operating in a vacuum
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Innovation in healthcare
                                                                • Figure 8: Innovation in healthcare products, by sub-category, January-November 2009
                                                              • Leading innovators
                                                                • Figure 9: Leading innovators in allergy relief products between January and November 2009
                                                              • Natural relief for allergies
                                                                • Figure 10: Leading product positioning for allergy relief products launched between January 2004 and November 2009
                                                              • Complementary remedies
                                                                • Future NPD
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Retail value sales
                                                                      • Figure 11: UK retail value sales of allergy remedies, 2004-14
                                                                    • Forecast
                                                                      • Factors used in the forecast
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Hay fever remedies dominate
                                                                            • Figure 12: Retail value sales for hay fever and allergy remedies, by segment, 2007-09
                                                                          • Allergy remedies by format
                                                                            • Figure 13: Retail value sales for hay fever and allergy remedies, by format, 2007-09
                                                                          • Something different
                                                                          • Market Share

                                                                            • Key points
                                                                              • Retail sales by manufacturer
                                                                                • Figure 14: Retail value sales of allergy remedies, by manufacturer, 2007-09
                                                                              • Supermarkets – potential for growth
                                                                              • Companies and Products

                                                                                • Brand map
                                                                                  • Figure 15: Brand map for allergy remedies, 2009
                                                                                • Major players
                                                                                  • Alliance Boots
                                                                                    • Brand portfolio
                                                                                      • Innovation and adspend
                                                                                        • GlaxoSmithKline
                                                                                          • Brand portfolio
                                                                                            • Marketing activity
                                                                                              • Innovation and adspend
                                                                                                • Johnson & Johnson
                                                                                                  • Brand portfolio
                                                                                                    • Innovation and adspend
                                                                                                      • Novartis
                                                                                                        • Brand portfolio
                                                                                                          • Innovation and adspend
                                                                                                            • Schering-Plough
                                                                                                              • Brand portfolio
                                                                                                                • Marketing activity
                                                                                                                  • Innovation and adspend
                                                                                                                    • UCB Pharma
                                                                                                                      • Brand portfolio
                                                                                                                        • Marketing activity
                                                                                                                          • Innovation and adspend
                                                                                                                            • Minor Players
                                                                                                                              • Actavis
                                                                                                                                • Brand portfolio
                                                                                                                                  • Chemidex Pharma
                                                                                                                                    • Brand portfolio
                                                                                                                                      • Perrigo
                                                                                                                                        • Brand portfolio
                                                                                                                                          • Procter & Gamble
                                                                                                                                            • Brand portfolio
                                                                                                                                              • Sanofi-aventis UK
                                                                                                                                                • Brand portfolio
                                                                                                                                                  • Marketing activity
                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                    • Key points
                                                                                                                                                      • Topline adspend
                                                                                                                                                        • Figure 16: Above-the-line advertising expenditure on allergy remedies, 2005-09
                                                                                                                                                      • Major advertisers
                                                                                                                                                        • Figure 17: Above-the-line advertising expenditure on allergy remedies, % by company, 2005-09
                                                                                                                                                      • Own-label promotions
                                                                                                                                                        • Media type
                                                                                                                                                          • Figure 18: Above-the-line advertising expenditure on allergy remedies, % by media type, 2005-09
                                                                                                                                                      • Channels to Market

                                                                                                                                                        • Key points
                                                                                                                                                          • Convenience and cost drives sales in supermarkets
                                                                                                                                                            • Figure 19: UK retail value sales of allergy remedies, by outlet type, 2007-09
                                                                                                                                                          • Chemists missing out
                                                                                                                                                            • Other outlets
                                                                                                                                                              • Internet sales evolve
                                                                                                                                                              • Experience of Allergies

                                                                                                                                                                • Key points
                                                                                                                                                                  • Experience of allergies
                                                                                                                                                                    • Figure 20: Allergies suffered personally or by another household member, November 2009
                                                                                                                                                                  • The age of sufferers
                                                                                                                                                                    • Understanding others who suffer
                                                                                                                                                                      • Allergies suffered from
                                                                                                                                                                        • Figure 21: Allergies suffered personally or by another household member, November 2009
                                                                                                                                                                      • Identifying the cause
                                                                                                                                                                        • Repertoire of allergies suffered
                                                                                                                                                                          • Figure 22: Repertoire of allergies amongst allergy sufferers, November 2009
                                                                                                                                                                        • Liberal self-diagnosis
                                                                                                                                                                        • The Consumer – Allergy Management

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Medication for results
                                                                                                                                                                                • Figure 23: Action taken to manage allergies, by experience of allergies, November 2009
                                                                                                                                                                              • Age of medicators
                                                                                                                                                                                • Figure 24: Type of medication taken to manage allergies, by age, November 2009
                                                                                                                                                                              • Target groups
                                                                                                                                                                                • Figure 25: Action taken to manage allergies, November 2009
                                                                                                                                                                              • Medicate (72%)
                                                                                                                                                                                • Who are they?
                                                                                                                                                                                  • Strategic recommendations
                                                                                                                                                                                    • Avoid (49%)
                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                        • Strategic recommendations
                                                                                                                                                                                          • Research (29%)
                                                                                                                                                                                            • Who are they?
                                                                                                                                                                                              • Strategic recommendations
                                                                                                                                                                                                • Do nothing (7%)
                                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                                    • Strategic recommendations
                                                                                                                                                                                                    • Attitudes Towards Allergies

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Increased awareness of allergies
                                                                                                                                                                                                          • Figure 26: Statements on allergies by allergies suffered personally, another member in household, November 2009
                                                                                                                                                                                                        • Adapting lifestyles
                                                                                                                                                                                                          • Allergy testing
                                                                                                                                                                                                            • Figure 27: Selected statements on allergy testing, by experience of allergies, November 2009
                                                                                                                                                                                                        • Appendix

                                                                                                                                                                                                            • Advertising data
                                                                                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                                                                              • Trends in allergies
                                                                                                                                                                                                                • Figure 28: Allergies have and prone to, by demographics, 2009
                                                                                                                                                                                                                • Figure 29: Allergies have and prone to, by demographics, 2009 (continued)
                                                                                                                                                                                                              • Use of allergy remedies
                                                                                                                                                                                                                • Figure 30: Have used remedies, by demographics, 2009
                                                                                                                                                                                                            • Appendix – Experience of Allergies

                                                                                                                                                                                                                • Figure 31: Allergies suffered personally, another member in household by demographics, November 2009
                                                                                                                                                                                                              • Allergies suffered from
                                                                                                                                                                                                                • All Adults
                                                                                                                                                                                                                  • Figure 32: Allergies suffered personally, by demographics, November 2009
                                                                                                                                                                                                                • Any experience of allergies
                                                                                                                                                                                                                  • Figure 33: Allergies suffered personally/another member in household, by demographics for adults with any experience of allergies, November 2009
                                                                                                                                                                                                                • Allergy sufferers
                                                                                                                                                                                                                  • Figure 34: Allergies suffered personally, by demographics of allergy sufferers, November 2009
                                                                                                                                                                                                                • Allergy sufferer in household
                                                                                                                                                                                                                  • Figure 35: Allergies suffered by member in household, by demographics for adults with an allergy sufferer in the household, November 2009
                                                                                                                                                                                                                • Number of allergies suffered from
                                                                                                                                                                                                                  • Figure 36: Number of allergies suffered personally, by demographics of allergy sufferers, November 2009
                                                                                                                                                                                                                • Type of allergies by number of allergies suffered from
                                                                                                                                                                                                                  • Figure 37: Allergies suffered personally, by number of allergies suffered personally, November 2009
                                                                                                                                                                                                              • Appendix – Consumer Allergy Management

                                                                                                                                                                                                                  • Figure 38: Action taken to manage allergies, by experience of allergies, November 2009
                                                                                                                                                                                                                • Any experience of allergies
                                                                                                                                                                                                                  • Figure 39: Action taken to manage allergies, by demographics for adults with any experience of allergies, November 2009
                                                                                                                                                                                                                • Allergy sufferer
                                                                                                                                                                                                                  • Figure 40: Action taken to manage allergies, by demographics for allergy sufferers, November 2009
                                                                                                                                                                                                                • Allergy sufferer in household
                                                                                                                                                                                                                  • Figure 41: Action taken to manage allergies, by demographics for adults with an allergy sufferer in the household, November 2009
                                                                                                                                                                                                                • Consumer typologies and repertoire
                                                                                                                                                                                                                  • Any experience of allergies
                                                                                                                                                                                                                    • Figure 42: Action taken to manage allergies, November 2009
                                                                                                                                                                                                                    • Figure 43: Action taken to manage allergies, by demographics, November 2009
                                                                                                                                                                                                                • Appendix – Attitudes Towards Allergies

                                                                                                                                                                                                                  • All adults
                                                                                                                                                                                                                    • Figure 44: Most popular statements on allergies, by demographics, November 2009
                                                                                                                                                                                                                    • Figure 45: Next most popular statements on allergies, by demographics, November 2009 (continued)
                                                                                                                                                                                                                  • Any experience of allergies
                                                                                                                                                                                                                    • Figure 46: Most popular statements on allergies, by demographics for adults with any experience of allergies, November 2009
                                                                                                                                                                                                                    • Figure 47: Next most popular statements on allergies, by demographics for adults with any experience of allergies, November 2009 (continued)
                                                                                                                                                                                                                  • Allergy sufferers
                                                                                                                                                                                                                    • Figure 48: Most popular statements on allergies, by demographics of allergy sufferers, November 2009
                                                                                                                                                                                                                    • Figure 49: Next most popular statements on allergies, by demographics for allergy sufferers, November 2009 (continued)
                                                                                                                                                                                                                  • Allergy sufferer in household
                                                                                                                                                                                                                    • Figure 50: Statements on allergies, by demographics for adults with an allergy sufferer in the household, November 2009

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • Alliance Boots
                                                                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                                                                • Bayer AG
                                                                                                                                                                                                                • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                • BUPA
                                                                                                                                                                                                                • Daily Express
                                                                                                                                                                                                                • Daily Mail
                                                                                                                                                                                                                • Daily Star (The)
                                                                                                                                                                                                                • Duchy Originals
                                                                                                                                                                                                                • Food Standards Agency
                                                                                                                                                                                                                • GlaxoSmithKline Plc
                                                                                                                                                                                                                • Google UK
                                                                                                                                                                                                                • Hoover Ltd
                                                                                                                                                                                                                • Johnson & Johnson Ltd
                                                                                                                                                                                                                • Kimberly-Clark (UK)
                                                                                                                                                                                                                • McNeil Healthcare (UK) Limited
                                                                                                                                                                                                                • Medical and Healthcare Products Regulatory Authority (MHRA)
                                                                                                                                                                                                                • Merck & Co. Inc.
                                                                                                                                                                                                                • Novartis Consumer Health UK Ltd
                                                                                                                                                                                                                • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                                                • Potter's (Herbal Supplies) Ltd
                                                                                                                                                                                                                • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                • Proprietary Association of Great Britain
                                                                                                                                                                                                                • Reckitt Benckiser (UK)
                                                                                                                                                                                                                • SSL International Plc
                                                                                                                                                                                                                • Superdrug Stores Plc
                                                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                                                • Wm Morrison Supermarkets

                                                                                                                                                                                                                Allergies and Allergy Remedies - UK - February 2010

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