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Allergies and Allergy Remedies - US - February 2009

The U.S. OTC allergy remedy market is driven by a range of factors, preeminently the incidence of allergies, which afflict an estimated 50 million sufferers, according to the American Academy of Asthma Allergy & Immunology. The most important internal driver for sales of these products is the Rx-to-OTC switch of allergy remedies, which have infused the market with substantial revenue and aided growth between 2003 and 2008. Mintel’s report provides an in-depth analysis of these drivers, as well as a complete examination of the following features of the market:

  • The role of the child and elderly populations, which are specifically susceptible to allergies, and are forecast to increase in number in the coming years
  • The self-diagnosis/self-medication movement in the U.S., which brings more consumers to the OTC aisle
  • Growth of the allergy remedy market within the larger cold/allergy/sinus remedy market
  • How the impact of Rx switches has allowed a select handful of companies to dominate sales
  • Marketing of brand qualities and the attempt to position remedies as time-saving, clarity-providing and life-enhancing

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • A steadily growing market
                      • Rx switches grow sales
                        • Pseudoephedrine products now behind the counter
                          • Other decongestants compete for sales
                            • Alternative medicines infringe on OTC medicated remedies
                              • Tablets top segment
                                • Drug stores remain the remedy retailer of choice
                                  • Sales driven by allergy incidence, population factors, growing self-medication/diagnosis trend
                                    • Allergy incidence
                                      • Children/elderly predisposed to allergies
                                        • Growing Hispanic population signifies opportunity
                                          • Self-diagnosis/treatment movement suits OTC remedies
                                            • Johnson & Johnson/McNeil, Schering-Plough lead based on Rx switches
                                              • Brands reflect quality of life, affordability, natural alternatives
                                                • Battle of Rx switches
                                                  • Benadryl looks at the bigger picture
                                                    • Alavert leverages the price angle
                                                      • NeilMed’s natural niche
                                                        • Who’s suffering?
                                                          • Side effect concerns may hamper the market
                                                            • Outdoor allergies: Seasonality and treatment
                                                              • Children’s place in the market
                                                              • Insights and Opportunities

                                                                • Allergy-specific remedies may better suit some sufferers
                                                                  • Alternative meds have an opening into the OTC market
                                                                  • Inspire Insights

                                                                      • Trend: Consumer as Detective
                                                                        • The emergence of consumer as scientist and code-breaker
                                                                          • Self treatment and the sea of choice
                                                                            • The everyday doctor
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Sales driven by range of factors
                                                                                  • Allergy incidence and risk
                                                                                    • Sheer number of Hispanics cause for marketing focus
                                                                                      • Self-diagnosis/medication on the rise
                                                                                        • Sales and forecast of market
                                                                                          • Figure 1: Total U.S. retail sales of market, at current prices, 2003-13
                                                                                          • Figure 2: Total U.S. retail sales of market, at inflation adjusted prices, 2003-13
                                                                                        • Wal-Mart sales
                                                                                        • Competitive Context

                                                                                          • Rx switches constitute big business
                                                                                            • PSE products migrate to behind the pharmacy counter
                                                                                              • Cold/sinus decongestants compete for customers
                                                                                                • Alternative remedies gain popularity
                                                                                                  • Rx and vaccines draw sufferers away from OTC
                                                                                                  • Segment Performance

                                                                                                    • Key points
                                                                                                      • Tablets grow, provide best platform for Rx switches
                                                                                                        • Liquids face challenges from tablet switches, safety, and efficacy concerns
                                                                                                          • Nasal products increase
                                                                                                            • Sales of cold/allergy/sinus remedies, by segment
                                                                                                              • Figure 3: Sales of cold/allergy/sinus remedies, segmented by type, 2007 and 2008
                                                                                                          • Segment Performance—Cold/Allergy/Sinus Tablets

                                                                                                            • Key points
                                                                                                              • Tablets simpler, more portable, tasteless
                                                                                                                • Sales and forecast of cold/allergy/sinus tablets
                                                                                                                  • Figure 4: Sales of cold/allergy/sinus tablets at FDMx, in current prices, 2003-13
                                                                                                              • Segment Performance—Cold/Allergy/Sinus Liquids

                                                                                                                • Key points
                                                                                                                  • Fallout over children’s remedies challenges
                                                                                                                    • Liquid delivery system less convenient, more unpleasant
                                                                                                                      • Sales and forecast of cold/allergy/sinus liquids
                                                                                                                        • Figure 5: Sales of cold/allergy/sinus liquids at FDMx, at current prices, 2003-13
                                                                                                                    • Segment Performance—Nasal Spray/Drops/Inhaler

                                                                                                                      • Key points
                                                                                                                        • Nasal products represent valuable alternatives for pediatric sufferers
                                                                                                                          • Sales and forecast of nasal spray/drops/inhalers
                                                                                                                            • Figure 6: Sales of nasal spray/drops/inhalers at FDMx, at current prices, 2003-13
                                                                                                                        • Retail Channels

                                                                                                                          • Key points
                                                                                                                            • Drug stores still the best fit for allergy remedies
                                                                                                                              • Mass stores increase pharmacies, offer affordable OTC remedies
                                                                                                                                • Sales of cold/allergy/sinus remedies, by channel
                                                                                                                                  • Figure 7: U.S. retail sales of cold/allergy/sinus remedies, by channel, 2006 and 2008
                                                                                                                              • Retail Channels—Drug Stores

                                                                                                                                • Key points
                                                                                                                                  • Drug channel the most trusted remedy retailer
                                                                                                                                    • Drug store sales of cold/allergy/sinus remedies
                                                                                                                                      • Figure 8: U.S. drug store sales of cold/allergy/sinus remedies, at current prices, 2003-08
                                                                                                                                  • Retail Channels—Supercenters/Discount Department Stores, Warehouse Clubs

                                                                                                                                    • Key points
                                                                                                                                      • Mass stores will grow as economy slows
                                                                                                                                        • Supercenter/discount/warehouse sales of cold/allergy/sinus remedies
                                                                                                                                          • Figure 9: U.S. supercenter/discount department store, warehouse club sales of cold/allergy/sinus remedies, at current prices, 2003-08
                                                                                                                                      • Retail Channels—Other Channels

                                                                                                                                        • Key points
                                                                                                                                          • Supermarkets, other channels require early adoption of switches
                                                                                                                                            • Other channel sales of cold/allergy/sinus remedies
                                                                                                                                              • Figure 10: U.S. Other channel sales of cold/allergy/sinus remedies, at current prices, 2003-08
                                                                                                                                          • Market Drivers

                                                                                                                                            • Incidence of allergies
                                                                                                                                              • Figure 11: Types of allergies suffered, November 2008
                                                                                                                                              • Figure 12: Change in allergy suffering, November 2008
                                                                                                                                              • Figure 13: Population aged 18 or older, 2003-13
                                                                                                                                            • Children and elderly are more susceptible
                                                                                                                                              • Pediatric sufferers
                                                                                                                                                  • Figure 14: Use of OTC children’s allergy remedies, November 2008
                                                                                                                                                  • Figure 15: Child population by age, 2003-13
                                                                                                                                                • Elderly sufferers
                                                                                                                                                    • Figure 16: Types of allergies suffered, by age, November 2008
                                                                                                                                                    • Figure 17: Usage of allergy remedies, by age, April 2007-June 2008
                                                                                                                                                  • Growing Hispanic population provides opportunities, represents challenges
                                                                                                                                                      • Figure 18: Types of allergies suffered, by race/Hispanic origin, November 2008
                                                                                                                                                      • Figure 19: Usage of allergy remedies, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                      • Figure 20: U.S. Hispanic population by age, 2003-13
                                                                                                                                                    • Self-diagnosis/treatment trend aids OTC sales
                                                                                                                                                      • Figure 21: Professional vs. self-diagnosis, November 2008
                                                                                                                                                  • Leading Companies

                                                                                                                                                    • Key points
                                                                                                                                                      • Johnson & Johnson/McNeil the clear leader with Zyrtec and Benadryl
                                                                                                                                                        • Schering-Plough relies on Claritin
                                                                                                                                                          • Wyeth sells to Pfizer; Alavert sales down
                                                                                                                                                            • Manufacturer sales of cold/allergy/sinus remedies
                                                                                                                                                              • Figure 22: Manufacturer sales of cold/allergy/sinus remedies in the U.S., 2006 and 2008
                                                                                                                                                          • Brand Share—Cold/Allergy/Sinus Tablets

                                                                                                                                                            • Key points
                                                                                                                                                              • Rx-to-OTC switches cast long shadow
                                                                                                                                                                • Manufacturer and brand sales of cold/allergy/sinus tablets
                                                                                                                                                                  • Figure 23: Selected brand sales and market share of cold/allergy/sinus tablets in the U.S., 2006 and 2008
                                                                                                                                                              • Brand Share—Cold/Allergy/Sinus Liquids

                                                                                                                                                                • Key point
                                                                                                                                                                  • Both Zyrtec and Claritin available in liquid children’s versions
                                                                                                                                                                    • Manufacturer and brand sales of cold/allergy/sinus liquids
                                                                                                                                                                      • Figure 24: Selected brand sales and market share of cold/allergy/sinus liquids in the U.S., 2006 and 2008
                                                                                                                                                                  • Brand Share—Nasal Spray/Drops/Inhaler

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Zicam tops nasal sprays, Afrin close behind
                                                                                                                                                                        • Asthma inhalers gain but face challenges
                                                                                                                                                                          • Sinus rinse growth reflects popularity of natural remedies
                                                                                                                                                                            • Manufacturer and brand sales of nasal spray/drops/inhaler
                                                                                                                                                                              • Figure 25: Selected brand sales and market share of nasal spray/drops/inhaler in the U.S., 2006 and 2008
                                                                                                                                                                          • Natural channel/SPINS

                                                                                                                                                                              • Natural channel sales
                                                                                                                                                                                • Figure 26: Natural product supermarket sales of herbal formula and homeopathic allergy remedies, at current prices, 2006-08
                                                                                                                                                                                • Figure 27: Natural product supermarket sales of herbal formula and homeopathic allergy remedies, at inflation-adjusted prices, 2006-08
                                                                                                                                                                              • Implications
                                                                                                                                                                                • Consumers reluctant to accept natural remedies
                                                                                                                                                                                  • Pharmaca Integrative Pharmacy providing high level onsite ‘education’
                                                                                                                                                                                  • Brand Qualities

                                                                                                                                                                                    • Claritin Clear vs. fast-acting Zyrtec
                                                                                                                                                                                      • Benadryl depresses the pause button
                                                                                                                                                                                        • Figure 28: J&J/McNeil Benadryl television ad, 2008
                                                                                                                                                                                      • Alavert: The affordable Claritin
                                                                                                                                                                                        • NeilMed builds on natural positioning
                                                                                                                                                                                        • Innovation and Innovators

                                                                                                                                                                                          • Number of launches fluctuates year-to-year
                                                                                                                                                                                            • Figure 29: Number of allergy remedy new products, 2003-08
                                                                                                                                                                                          • Children’s remedies dominate product claims
                                                                                                                                                                                            • Figure 30: Number of allergy remedy new products, by product claim, 2003-08
                                                                                                                                                                                          • McNeil introduces the most new products in 2008
                                                                                                                                                                                            • Figure 31: Number of allergy remedy new products, by leading company, 2003-08
                                                                                                                                                                                          • Natural/homeopathic remedies still gaining popularity
                                                                                                                                                                                            • Nasal Ease—Allergy Blocker
                                                                                                                                                                                              • Oasis—Children’s Nasal Spray
                                                                                                                                                                                                • Zicam—Allergy Relief Gel Swabs
                                                                                                                                                                                                  • Long-lasting relief
                                                                                                                                                                                                    • TopCare Children’s—All Day Allergy Reliever
                                                                                                                                                                                                      • Kroger—24 Hour Allergy Relief
                                                                                                                                                                                                        • Healthy Accents—Children’s All Day Allergy Oral Solution
                                                                                                                                                                                                          • Multi-symptom remedies
                                                                                                                                                                                                            • Rite Aid—Allergy Multi-Symptom Tablets
                                                                                                                                                                                                              • DG—Multi-Symptom Complete Allergy Capsules
                                                                                                                                                                                                                • Member’s Mark—Allergy Multi-Symptom Caplets
                                                                                                                                                                                                                • Advertising and Promotion

                                                                                                                                                                                                                  • Overview
                                                                                                                                                                                                                    • Schering-Plough
                                                                                                                                                                                                                      • Figure 32: Schering-Plough Claritin television ad, 2008
                                                                                                                                                                                                                      • Figure 33: Schering –Plough Claritin television ad, 2008
                                                                                                                                                                                                                      • Figure 34: Schering –Plough Claritin television ad, 2008
                                                                                                                                                                                                                    • Johnson & Johnson/McNeil
                                                                                                                                                                                                                      • Figure 35: J&J/McNeil Zyrtec television ad, 2008
                                                                                                                                                                                                                      • Figure 36: J&J/McNeil Zyrtec television ad, 2008
                                                                                                                                                                                                                  • Allergies and Diagnosis

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Allergy incidence and severity
                                                                                                                                                                                                                        • Figure 37: Allergy incidence and severity, by gender, April 2007-June 2008
                                                                                                                                                                                                                        • Figure 38: Allergy incidence and severity, by age, April 2007-June 2008
                                                                                                                                                                                                                      • Females, younger respondents more likely to suffer from all listed allergies
                                                                                                                                                                                                                          • Figure 39: Types of allergies experienced, by gender, November 2008
                                                                                                                                                                                                                          • Figure 40: Types of allergies experienced, by age, November 2008
                                                                                                                                                                                                                          • Figure 41: Types of allergies experienced, by presence of children in HH, November 2008
                                                                                                                                                                                                                        • Self-diagnosis rates high across all allergy types
                                                                                                                                                                                                                            • Figure 42: Diagnosis of allergies, November 2008
                                                                                                                                                                                                                          • Younger respondents more likely to self-diagnose
                                                                                                                                                                                                                            • Figure 43: Doctor and self diagnosis of allergies, by age, November 2008
                                                                                                                                                                                                                        • Medication and Side Effects

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Over the counter remedies strong
                                                                                                                                                                                                                              • Figure 44: Medicine taken for allergies, November 2008
                                                                                                                                                                                                                            • Side effects most pronounced among young allergy sufferers
                                                                                                                                                                                                                              • Figure 45: Side effects from allergy medicine, by age, November 2008
                                                                                                                                                                                                                              • Figure 46: Side effects from allergy medicine, by presence of children in HH, November 2008
                                                                                                                                                                                                                          • Spotlight on Outdoor Allergies

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Allergies getting worse
                                                                                                                                                                                                                                • Figure 47: State of outdoor allergy suffering, compared to a year ago, by age, November 2008
                                                                                                                                                                                                                              • The seasonal effect
                                                                                                                                                                                                                                • Figure 48: Seasonality of outdoor allergies, by age, November 2008
                                                                                                                                                                                                                              • OTC remedies reign supreme, likely driven by Rx switch
                                                                                                                                                                                                                                • Figure 49: Types of medicine taken for outdoor allergies, by gender, November 2008
                                                                                                                                                                                                                                • Figure 50: Types of medicine taken for outdoor allergies, by age, November 2008
                                                                                                                                                                                                                                • Figure 51: How often take medication for outdoor allergies, by age, November 2008
                                                                                                                                                                                                                            • Allergy Medicine Attitudes and Concerns

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Age Matters
                                                                                                                                                                                                                                  • Figure 52: Attitudes towards allergy medicine, by age, November 2008
                                                                                                                                                                                                                                  • Figure 53: Attitudes towards allergy medicine, by presence of children in HH, November 2008
                                                                                                                                                                                                                              • Children and Allergies

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Outdoor allergies worse, no matter what your age
                                                                                                                                                                                                                                    • Figure 54: Allergies children experienced, November 2008
                                                                                                                                                                                                                                    • Figure 55: Medicine children take for allergies, November 2008
                                                                                                                                                                                                                                  • Concerns and beliefs about allergy medicine and children
                                                                                                                                                                                                                                    • Figure 56: Concerns about children and allergy medicine, November 2008
                                                                                                                                                                                                                                • Cluster Analysis—Prescriptors, Alternators, Counter Points

                                                                                                                                                                                                                                    • Prescriptors
                                                                                                                                                                                                                                      • Who they are
                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                          • Alternators
                                                                                                                                                                                                                                            • Who they are
                                                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                                                • Counter Points
                                                                                                                                                                                                                                                  • Who they are
                                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                                                                                        • Figure 57: Allergy clusters, November 2008
                                                                                                                                                                                                                                                        • Figure 58: Allergies experiences, by cluster, November 2008
                                                                                                                                                                                                                                                        • Figure 59: Medicine taken for allergies, by cluster, November 2008
                                                                                                                                                                                                                                                        • Figure 60: Side effects from allergy medicine, by cluster, November 2008
                                                                                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                                                                                        • Figure 61: Allergy clusters by gender, November 2008
                                                                                                                                                                                                                                                        • Figure 62: Allergy clusters by age, November 2008
                                                                                                                                                                                                                                                        • Figure 63: Allergy clusters by income, November 2008
                                                                                                                                                                                                                                                        • Figure 64: Allergy clusters by race/Hispanic origin, November 2008
                                                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                                                                                        • Females key—regardless of age
                                                                                                                                                                                                                                                            • Figure 65: Types of allergies experienced, by age by gender, November 2008
                                                                                                                                                                                                                                                            • Figure 66: Doctor and self diagnosis of allergies, by age by gender, November 2008
                                                                                                                                                                                                                                                        • IRI/Builders Panel—Key Household Purchase Measures

                                                                                                                                                                                                                                                            • Tablets
                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                    • Figure 67: Brand map, selected brands of cold/allergy/sinus tablets, by household penetration, 2008*
                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                      • Figure 68: Key purchase measures for the top brands of cold/allergy/sinus tablets, by household penetration, 2008*
                                                                                                                                                                                                                                                                    • Liquids
                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                          • Figure 69: Brand map, selected brands of cold/allergy/sinus liquids, by household penetration, 2008*
                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                            • Figure 70: Key purchase measures for the top brands of cold/allergy/sinus liquids, by household penetration, 2008*
                                                                                                                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                            • Figure 71: Types of allergies experienced, by HH income, November 2008
                                                                                                                                                                                                                                                                            • Figure 72: Diagnosis of allergies, by HH income, November 2008
                                                                                                                                                                                                                                                                            • Figure 73: Medicine taken for allergies, by HH income, November 2008
                                                                                                                                                                                                                                                                            • Figure 74: Side effects from allergy medicine, by HH income, November 2008
                                                                                                                                                                                                                                                                            • Figure 75: Seasonality of outdoor allergies, by HH income, November 2008
                                                                                                                                                                                                                                                                        • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                            • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                                              • Adams Respiratory Therapeutics, Inc.
                                                                                                                                                                                                                                                                              • Airborne Inc
                                                                                                                                                                                                                                                                              • American Academy of Allergy, Asthma & Immunology (AAAAI)
                                                                                                                                                                                                                                                                              • American College of Allergy, Asthma & Immunology (ACAAI)
                                                                                                                                                                                                                                                                              • American Pharmacists Association (APhA)
                                                                                                                                                                                                                                                                              • Asthma and Allergy Foundation of America (AAFA)
                                                                                                                                                                                                                                                                              • Chain Drug Marketing Association
                                                                                                                                                                                                                                                                              • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                                                                                              • Food and Drug Administration
                                                                                                                                                                                                                                                                              • Greenfield Online
                                                                                                                                                                                                                                                                              • Johnson & Johnson
                                                                                                                                                                                                                                                                              • Matrixx Initiatives Inc.
                                                                                                                                                                                                                                                                              • McNeil Consumer & Specialty Pharmaceuticals
                                                                                                                                                                                                                                                                              • National Institutes of Health
                                                                                                                                                                                                                                                                              • Novartis Pharmaceuticals Corporation
                                                                                                                                                                                                                                                                              • Pfizer Inc
                                                                                                                                                                                                                                                                              • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                                              • Procter & Gamble USA
                                                                                                                                                                                                                                                                              • Schering-Plough Corporation
                                                                                                                                                                                                                                                                              • The Kroger Co.
                                                                                                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                              • U.S. Consumer Product Safety Commission
                                                                                                                                                                                                                                                                              • Walgreen Co
                                                                                                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                                                                                                              • World Health Organization
                                                                                                                                                                                                                                                                              • World Self-Medication Industry

                                                                                                                                                                                                                                                                              Allergies and Allergy Remedies - US - February 2009

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