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Children's OTC and Healthcare Products - UK - August 2009

Key findings:

  • By 2014 it is estimated that there will be 11.9 million children aged 0-15-years-old. That’s almost half a million more than in 2009. Alongside a drop in the number of GP appointments for children and move towards pharmacist-led medication, the rising child population will contribute to the £20 million growth of the market to 2014.

  • More than three quarters of the 29 million parents (with children under 16-years-old) buy medicine or healthcare products for their children that have been recommended to them. This highlights the importance of the role of doctors and pharmacists in driving product awareness.

  • More than 26 million parents have bought medicine or medicated products in the last 12 months for their children. This is testament to the incidents of minor illness amongst the under 16s.

  • As far as 3 million parents are concerned, a child’s health is priceless. These parents buy whatever they believe works regardless of price

  • There is a ready supply of children’s medicines in the bathroom cabinets of 14 million parents. Having medicines on standby offers reassurance to parents who can react quickly to their children’s symptoms.

  • Parents of children aged 0-4-year-olds are more likely to buy medicines from the local pharmacy. Putting an ill baby/toddler into the car and driving to a large supermarket with a pharmacy might prove more trying than going to the local pharmacy.

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Table of contents

  1. Issues in the Market

      • Key findings
        • Definition
          • Abbreviations
          • Future Opportunities

            • Sick children, anxious parents
              • Opening up dialogue
                • Insight
                  • Bigger opportunities
                    • Pushing boundaries
                      • Insight
                      • Market in Brief

                        • Growing children’s population, stagnating medicine market
                          • The impact of MHRA
                            • Pharmacists play an integral role
                              • Can’t put a price on health
                                • Heavily branded market
                                  • Future outlook
                                  • Internal Market Environment

                                    • Key points
                                      • Child health
                                        • Children’s asthma and eczema
                                          • GP consultations in decline
                                            • Figure 1: Average number of NHS GP consultations per person per year, by gender and age, Great Britain, 1997 to 2007
                                          • Absence from school
                                            • Figure 2: Absence rates as reported in school census, % of days, 2006-08
                                          • The role of the internet
                                            • Figure 3: Broadband usage, by presence of children, 2008
                                            • Figure 4: Influence of the media amongst parents, 2004-08
                                          • Online chemist
                                            • Sources of advice or information
                                              • Figure 5: Sources of advice or information regarding health issues, 2008
                                            • Looking for alternatives
                                            • Broader Market Environment

                                              • Key points
                                                • Child population
                                                  • Figure 6: UK child population, by age and gender, 2004-14
                                                • Impact of siblings/family size
                                                  • Child immunisation
                                                    • Figure 7: Percentage of children immunised by their second birthday, England 1992/93-2002/03
                                                  • Risk of outbreaks rising
                                                    • Vaccination, regulation and education
                                                      • Changes in legislation
                                                        • OTC cold and flu medicines
                                                          • Impact for children’s OTC market
                                                          • Competitive Context

                                                            • Key points
                                                              • Market in OTC context
                                                                • Prescription medicine
                                                                  • Healthcare or toiletries?
                                                                    • Sporting injuries… and celebrities
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • Innovation in context of wider OTC market
                                                                              • Figure 8: Innovation in children’s OTC and healthcare as a proportion of launches, 2006-09
                                                                            • Low profile for children’s OTC
                                                                              • Back to school launches
                                                                                • Figure 9: Innovation in babies’ and children’s OTC and healthcare, by month, calculated as an average percentage, February 2006-Jan 2009
                                                                              • Pain relief
                                                                                • Figure 10: Innovation in children’s OTC and healthcare, by sub-category, 2008
                                                                              • Innovative formats for ease and speed
                                                                                • Brand extension
                                                                                  • Exploring the alternatives
                                                                                    • Sweet but sugar-free
                                                                                      • Overseas markets have stronger launch profile
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Market growth impeded
                                                                                            • Figure 11: UK retail value sales of children’s OTC and healthcare products, 2004-14
                                                                                          • Future
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Sector sales trends
                                                                                                • Figure 12: UK retail value sales of children’s OTC and healthcare products, by sector, 2007-09
                                                                                              • Market to grow on the defensive?
                                                                                                • MHRA recommendations see market cool
                                                                                                  • Prevention rather than cure
                                                                                                    • Rash of growth amongst young children
                                                                                                      • Fast reactions to opportunities for growth
                                                                                                        • Market value by product format
                                                                                                          • Figure 13: UK retail value sales of babies’ and children’s OTC products, by format, 2007-09
                                                                                                      • Market Share

                                                                                                        • Key points
                                                                                                          • Retail sales by manufacturer
                                                                                                            • Figure 14: Manufacturers’ shares in the UK babies’ and children’s OTC market, 2007-09
                                                                                                          • The importance of brand promotion
                                                                                                            • Fever warms sales
                                                                                                              • MHRA impact sales for Reckitt Benckiser
                                                                                                                • Trust Boots
                                                                                                                • Companies and Products

                                                                                                                    • Figure 15: Major brands in the UK babies’ and children’s OTC market, 2008
                                                                                                                  • Bayer HealthCare
                                                                                                                    • Chefaro
                                                                                                                      • DDD Group
                                                                                                                        • Forest Labs
                                                                                                                          • GlaxoSmithKline
                                                                                                                            • Johnson & Johnson
                                                                                                                              • Kobayashi
                                                                                                                                • Novartis
                                                                                                                                  • Reckitt Benckiser
                                                                                                                                    • SSL
                                                                                                                                      • Thornton & Ross
                                                                                                                                        • Other
                                                                                                                                          • Zirtek
                                                                                                                                            • Koolpak
                                                                                                                                              • Schwabe Pharma
                                                                                                                                                • Badger
                                                                                                                                                  • Lanes Health
                                                                                                                                                    • Nelsons
                                                                                                                                                      • Weleda
                                                                                                                                                        • Ransom Consumer Healthcare
                                                                                                                                                          • Retailer own-labels
                                                                                                                                                            • Boots
                                                                                                                                                              • Tesco
                                                                                                                                                                • Sainsbury
                                                                                                                                                                • Brand Communication and Promotion

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Topline adspend
                                                                                                                                                                      • Figure 16: Main monitored media advertising spend on children’s OTC, 2006-09
                                                                                                                                                                    • Advertiser
                                                                                                                                                                      • Figure 17: Main monitored media advertising spend on children’s OTC, % by leading advertiser, 2006-09
                                                                                                                                                                    • Head lice targeted
                                                                                                                                                                      • Media type
                                                                                                                                                                        • Figure 18: Main monitored media advertising spend on children’s OTC, % by media type, 2006-09
                                                                                                                                                                    • Channels to Market

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Retail distribution of children’s OTC
                                                                                                                                                                          • Figure 19: Retail distribution of the UK market for children’s OTC, 2007-09
                                                                                                                                                                        • Chemists and drugstores dominate
                                                                                                                                                                          • Steady growth for supermarkets
                                                                                                                                                                            • Healthy growth for low-value health food stores
                                                                                                                                                                            • Purchase of Non-Prescription Pharmaceuticals

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Purchasing habits
                                                                                                                                                                                  • Figure 20: Source of purchase of non-prescription pharmaceuticals and chemist products, 2006-08
                                                                                                                                                                                • Healthy profile for supermarkets
                                                                                                                                                                                  • Internet evolves
                                                                                                                                                                                    • Drug stores – for infant/junior care
                                                                                                                                                                                      • Age and socio-economic status count
                                                                                                                                                                                        • Figure 21: OTC/healthcare shoppers, by demographic group, 2009
                                                                                                                                                                                      • Potential retail initiatives
                                                                                                                                                                                      • Children’s OTC Medicines Purchased in the Last 12 Months

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Figure 22: Purchase of children’s medicines and medicated products in the last 12 months, April 2009
                                                                                                                                                                                        • Parents suffer too
                                                                                                                                                                                          • Figure 23: Illnesses suffered from by adults aged 15+ in the last 12 months by demographics, 2008
                                                                                                                                                                                        • Prescriptive opportunity
                                                                                                                                                                                          • Figure 24: Comparison of influence of recommendation by all parents and those who have bought a prescribed medicine for their child in the last 12 months, April 2009
                                                                                                                                                                                      • Consumer Purchase Influence

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Recommendation is the biggest influence
                                                                                                                                                                                            • Figure 25: Factors that influence the purchase of children’s medicine and medicated products, April 2009
                                                                                                                                                                                            • Figure 26: Difference in purchase motivation between all parents and those who are influenced by recommendations, April 2009
                                                                                                                                                                                          • Advertising less effective than word of mouth
                                                                                                                                                                                            • Factoring in function, format and flavour
                                                                                                                                                                                              • No contest between health and wealth
                                                                                                                                                                                              • Attitudes Towards Children’s OTC Medicines

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Reassurance from a ready supply
                                                                                                                                                                                                    • Figure 27: Attitudes towards children’s medicines and medicated products, April 2009
                                                                                                                                                                                                  • Shopping habits
                                                                                                                                                                                                    • Figure 28: Purchase of children’s medicines and medicated products, April 2009
                                                                                                                                                                                                  • Stay-at-home parents less likely to medicate
                                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                                        • Figure 29: Consumer groups within the children’s OTC and healthcare products market, April 2009
                                                                                                                                                                                                      • Convenience (71%)
                                                                                                                                                                                                        • Friends of the pharmacy (57%)
                                                                                                                                                                                                          • Natural remedy (36%)
                                                                                                                                                                                                          • Appendix

                                                                                                                                                                                                              • ACORN
                                                                                                                                                                                                                • Advertising data
                                                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                                                    • Figure 30: Advice sought on health of children, by age of children, 2008
                                                                                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                                                                                    • Figure 31: Age of children by individual year, 2009
                                                                                                                                                                                                                    • Figure 32: Adults aged 15+ who are parent/guardian to any children aged 0-15-year-olds, 2008 & 2009
                                                                                                                                                                                                                • Appendix – Purchase of Non-Prescription Pharmaceuticals

                                                                                                                                                                                                                    • Figure 33: Purchase of non-prescription pharmaceuticals and chemist products, 2008
                                                                                                                                                                                                                • Appendix – Children’s OTC Medicines Purchased in the Last 12 Months

                                                                                                                                                                                                                    • Figure 34: Purchase of children’s medicines and medicated products in the last 12 months, by demographics, April 2009
                                                                                                                                                                                                                • Appendix – Consumer Purchase Influence

                                                                                                                                                                                                                    • Figure 35: Most popular factors that influence the purchase of children’s medicine and medicated products, by demographics, April 2009
                                                                                                                                                                                                                    • Figure 36: Next most popular factors that influence the purchase of children’s medicine and medicated products, by demographics, April 2009 (continued)
                                                                                                                                                                                                                    • Figure 37: Parents who are guided by recommendation from the doctor/nurse or pharmacist or family/friend, by demographics, April 2009
                                                                                                                                                                                                                • Appendix – Attitudes Towards Children’s OTC Medicines

                                                                                                                                                                                                                    • Figure 38: Attitudes towards children’s medicines and medicated products, by demographics, April 2009
                                                                                                                                                                                                                • Appendix – Custom Consumer Groups

                                                                                                                                                                                                                    • Figure 39: Children’s medicines and medicated products custom consumer groups, by demographics, April 2009
                                                                                                                                                                                                                    • Figure 40: Purchase of children’s medicines and medicated products in the last 12 months, by custom consumer group, April 2009
                                                                                                                                                                                                                    • Figure 42: Factors that influence the purchase of children’s medicine and medicated products, by custom consumer group, April 2009
                                                                                                                                                                                                                    • Figure 43: Attitudes towards children’s medicines and medicated products, by custom consumer group, April 2009

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                • Alliance Boots
                                                                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                                                                • Bayer AG
                                                                                                                                                                                                                • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                                • CACI Limited
                                                                                                                                                                                                                • Co-operative Group
                                                                                                                                                                                                                • Daily Express
                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                • Forest Laboratories UK Ltd
                                                                                                                                                                                                                • G.R. Lane Health Products Ltd
                                                                                                                                                                                                                • GlaxoSmithKline Plc
                                                                                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                                                                                • Green Baby Co Ltd
                                                                                                                                                                                                                • Holland & Barrett Retail Ltd
                                                                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                                                                • Johnson & Johnson Ltd
                                                                                                                                                                                                                • Kimberly-Clark (UK)
                                                                                                                                                                                                                • Lidl (UK)
                                                                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                                                                • McNeil Healthcare (UK) Limited
                                                                                                                                                                                                                • Medical and Healthcare Products Regulatory Authority (MHRA)
                                                                                                                                                                                                                • Novartis Consumer Health UK Ltd
                                                                                                                                                                                                                • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                                                • Pfizer Consumer Healthcare (UK)
                                                                                                                                                                                                                • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                • Proprietary Association of Great Britain
                                                                                                                                                                                                                • Reckitt Benckiser (UK)
                                                                                                                                                                                                                • Somerfield
                                                                                                                                                                                                                • Superdrug Stores Plc
                                                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                                                • Thornton and Ross Ltd
                                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                                                                                • Waitrose
                                                                                                                                                                                                                • Weleda
                                                                                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                                                                                • Wyeth Consumer Healthcare (UK)

                                                                                                                                                                                                                Children's OTC and Healthcare Products - UK - August 2009

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