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Children's OTC and Healthcare Products - UK - August 2011

This report covers the market for children’s OTC and healthcare products, including remedies for the following ailments suffered by children: Cold and flu; fever and pain; head lice; allergies; nappy rash; teething pain and gastrointestinal upset (ie colic, diarrhoea, constipation).

OTC medicines are defined as products with either a ‘P’ or ‘GSL’ licence, issued under the Medicines Act 1968 and related EU legislation, and enforced by the Medicines and Healthcare products Regulatory Agency (MHRA) and the Commission on Human Medicines (CHM). They are defined by the Proprietary Association of Great Britain as being:

“Specifically designed to treat the symptoms of common, minor and self-limiting ailments that do not require a medical diagnosis.”

The two categories of OTC medicines are:

P - Pharmacy-only products, which can only be sold in a premises when a pharmacist is present and under their supervisionPharmacy-only products, which can only be sold in a premises when a pharmacist is present and under their supervision

GSL - General Sales List, which can be sold in any premises.General Sales List, which can be sold in any premises.

Excluded

  • Prescription-only medicines (POM), which are prescribed by an appropriately qualified prescriber, usually a doctor, and dispensed by a pharmacist.
  • Vitamin and mineral supplements.
  • Products such as homeopathic and other complementary medicines.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast value sales of children’s OTC and healthcare, 2006-16
            • Children’s OTC and healthcare market segmentation
              • Market factors
                • Use of cough and cold remedies in children
                  • Child population
                    • Product efficacy
                      • Companies, brands and innovation
                        • Figure 2: Manufacturers’ shares in UK retail value sales of children’s OTC and healthcare products, 2010
                      • Johnson & Johnson dominates
                        • Innovation
                          • The consumer
                            • Figure 3: Purchase of children’s medicines in the last 12 months, 2009 and 2011
                            • Figure 4: How parents treat pain and cold/flu symptoms in their child(ren), April 2011
                          • Wait and see
                            • Quick to medicate
                              • Figure 5: Factors influencing choice of children’s OTC painkillers and cold/flu remedies, April 2011
                            • Fast acting is important for school-aged children
                              • Flavour and format
                                • Asking for advice
                                  • What we think
                                  • Issues in the Market

                                      • What impact has the recent change to MHRA regulations had on the children’s OTC and healthcare market?
                                        • What impact has RB’s acquisition of SSL International’s OTC brands had on market shares in the children’s OTC and healthcare market?
                                          • What factors are most important to parents when choosing OTC and healthcare products for their child?
                                            • How do attitudes towards OTC medication differ when adults buy for themselves as opposed to when buying for their children?
                                            • Future Opportunities

                                                • Trend: Sense of the Intense
                                                  • Trend: Totophobia
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Rise in GP consultations
                                                        • Figure 6: Number of GP consultations per person per year, by gender and age (0-19), Great Britain, 2004/05-2008/09
                                                      • The role of the internet
                                                        • Figure 7: Broadband internet penetration, by age of children in household, 2004-10
                                                      • Sources of advice or information
                                                        • Figure 8: Sources of advice or information regarding health issues, 2010
                                                      • Children passing on cold/flu symptoms to parents
                                                        • Figure 9: Cold/flu symptoms suffered by adults in the last 12 months, by age of children in household, 2010
                                                      • MHRA regulations
                                                        • Absence from school
                                                          • Figure 10: Absence rates among school-aged children, as reported in school census, 2006/07-2008/09
                                                      • Broader Market Environment

                                                        • Key points
                                                          • Population growth will support demand for children’s OTC remedies
                                                            • Figure 11: Projected trends in the UK population, by age group, 2011-16
                                                            • Figure 12: Trends in the age structure of the UK child population, 2006-16
                                                          • Child Benefit
                                                            • Consumer confidence
                                                              • Figure 13: GfK NOP Consumer Confidence Index, January 2006-April 2011
                                                            • Flu jabs cause side effects in children
                                                            • Competitive Context

                                                              • Key points
                                                                • Paediatric sectors as a proportion of total market
                                                                  • Figure 14: UK retail value sales of selected OTC sectors and paediatrics’ percentage share of these sectors, 2009-11
                                                                • Prescription medicine puts a brake on sales
                                                                  • Internet encourages self-medication
                                                                    • Alternative remedies could pose a threat following MHRA legislation
                                                                      • Vitamin supplements that appeal to children
                                                                      • Strengths and Weaknesses

                                                                        • Strengths
                                                                          • Weaknesses
                                                                          • Who’s Innovating?

                                                                            • Key points
                                                                              • Figure 15: New product activity in children’s OTC and healthcare market, % share, by target age group, 2005-10
                                                                            • Decongestive, cough, cold and flu relief
                                                                              • Figure 16: Innovation in children’s OTC and healthcare, % share, by sub-category, January 2009-June 2011
                                                                            • Head lice treatments
                                                                              • Pain relief
                                                                                • Digestive and detoxifying treatments
                                                                                  • Botanical and herbal launches
                                                                                    • Sugar-free launches
                                                                                      • Innovations by format
                                                                                        • Figure 17: Innovation in OTC pain and cold/flu remedies, % share, by format, 2005-10
                                                                                      • Innovations by manufacturer
                                                                                        • Figure 18: Top manufacturers in children’s OTC and healthcare market, by number of new products launched, January 2009-July 2011
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Figure 19: UK retail value sales of children’s OTC and healthcare products, 2006-16
                                                                                      • Future of the market
                                                                                        • Forecast
                                                                                          • Figure 20: Best- and worst-case forecast value sales of children’s OTC and healthcare, 2006-16
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Paediatric analgesics dominate
                                                                                            • Figure 21: UK retail value sales of children’s OTC and healthcare, by sector, 2009-11
                                                                                          • Paediatric cough liquids and cold remedies
                                                                                            • Head lice remedies sector in value decline
                                                                                              • Sales by product format
                                                                                                • Figure 22: UK retail value sales of children’s OTC and healthcare products, by format, oral vs. topical, 2009-11
                                                                                            • Market Share

                                                                                              • Key points
                                                                                                • Retail sales by manufacturer
                                                                                                  • Figure 23: Manufacturers’ shares in value sales of children’s OTC and healthcare products, 2008-10
                                                                                                • Johnson & Johnson is market leader, ahead of Reckitt Benckiser
                                                                                                  • Other brands account for a 44% share of the market
                                                                                                    • Boots enjoys value growth
                                                                                                    • Companies and Products

                                                                                                      • Johnson & Johnson
                                                                                                          • Figure 24: Products launched by J&J in the children’s OTC and healthcare market, August 2009-May 2011
                                                                                                        • Reckitt Benckiser
                                                                                                          • Procter & Gamble
                                                                                                            • Novartis
                                                                                                                • Figure 25: Products launched by Novartis in the children’s OTC and healthcare market, August 2009-May 2011
                                                                                                              • Thornton & Ross
                                                                                                                  • Figure 26: Products launched by Thornton & Ross in the children’s OTC and healthcare market, August 2009-May 2011
                                                                                                                • Boots
                                                                                                                  • Tesco
                                                                                                                  • Brand Communication and Promotion

                                                                                                                    • Key points
                                                                                                                      • Topline adspend
                                                                                                                        • Figure 27: Main monitored media advertising spend on children’s OTC products, 2006-11
                                                                                                                      • Spend by children’s OTC Category
                                                                                                                        • Figure 28: Main monitored media advertising spend on children’s OTC products, % share, by sector, 2008-11
                                                                                                                      • TV is the main advertising channel
                                                                                                                        • Figure 29: Main monitored media advertising expenditure on children’s OTC, % share, by media type, 2008-10
                                                                                                                      • Johnson & Johnson dominates adspend
                                                                                                                        • Figure 30: Main monitored media advertising spend on children’s OTC, % share, by leading advertiser, 2010
                                                                                                                    • Channels to Market

                                                                                                                      • Key points
                                                                                                                        • Figure 31: UK retail value sales of children’s OTC and healthcare products, by outlet type, 2008-10
                                                                                                                      • Chemists and drugstores dominate value sales
                                                                                                                        • Grocery multiples account for over a third of sales
                                                                                                                          • Health food stores
                                                                                                                            • Others channels
                                                                                                                            • The Consumer – Types of Children’s Remedies Purchased

                                                                                                                              • Key points
                                                                                                                                  • Figure 32: Purchase of children’s medicines bought in the last 12 months, 2009 and 2011
                                                                                                                                • Cough/colds and fever/pain relief remedies dominate purchasing
                                                                                                                                  • Parents are turning to alternative home remedies for head lice
                                                                                                                                    • Number of children’s OTC remedies purchased
                                                                                                                                      • Figure 33: Number of children’s OTC remedies purchased in the last 12 months, April 2011
                                                                                                                                  • The Consumer – How Symptoms of Pain and Cold/Flu are Treated in Children

                                                                                                                                    • Key points
                                                                                                                                        • Figure 34: How parents treat pain and cold/flu symptoms in their child(ren), April 2011
                                                                                                                                      • Wait and see
                                                                                                                                        • Quick to medicate
                                                                                                                                          • External treatments
                                                                                                                                            • Doing nothing
                                                                                                                                            • The Consumer – Influence of Purchase of Children’s OTC Pain and Cold/Flu Remedies

                                                                                                                                              • Key points
                                                                                                                                                  • Figure 35: Factors influencing choice of children’s OTC painkillers and cold/flu remedies, April 2011
                                                                                                                                                • Fast acting is important for school-aged children
                                                                                                                                                  • Flavour and format
                                                                                                                                                    • Asking for advice
                                                                                                                                                      • Younger parents go for well-known brands…
                                                                                                                                                        • …and low-income households buy on price
                                                                                                                                                        • Attitudes towards Children’s OTC Painkillers and Cold/Flu Medicine

                                                                                                                                                          • Key points
                                                                                                                                                            • Figure 36: Attitudes towards children’s OTC pain and cold and flu remedies, April 2011
                                                                                                                                                          • Older parents are less inclined to buy branded as opposed to own-label
                                                                                                                                                            • Symptom-specific products
                                                                                                                                                              • Sticking to the same products
                                                                                                                                                                • Portability
                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                    • Figure 37: Broadband usage, by demographics, 2010
                                                                                                                                                                    • Figure 38: Influence of the media amongst parents, by demographics, 2010
                                                                                                                                                                    • Figure 39: Most popular sources of advice or information regarding health issues, by demographics, 2010
                                                                                                                                                                    • Figure 40: Next most popular sources of advice or information regarding health issues, by demographics, 2010
                                                                                                                                                                • Appendix – The Consumer – Types of Children’s Remedies Purchased

                                                                                                                                                                    • Figure 41: Types of remedies bought in the last 12 months, by demographics, April 2011
                                                                                                                                                                • Appendix – The Consumer – How Symptoms of Pain and Cold/Flu are Treated in Children

                                                                                                                                                                    • Figure 42: Methods used to treat child/children’s pain symptoms, by demographics, April 2011
                                                                                                                                                                    • Figure 43: Further methods used to treat child/children’s pain symptoms, by demographics, April 2011
                                                                                                                                                                • Appendix – The Consumer – Influence of Purchase of Children’s OTC Pain and Cold/Flu Remedies

                                                                                                                                                                    • Figure 44: Factors influencing choice of children’s OTC painkillers and cold/flu remedies, , by demographics, April 2011
                                                                                                                                                                    • Figure 45: Next most popular factors influencing choice of children’s OTC painkillers and cold/flu remedies, by demographics, April 2011
                                                                                                                                                                    • Figure 46: Most popular factors influencing choice of children’s OTC painkillers and cold/flu remedies, by most popular factors influencing choice of children’s OTC painkillers and cold/flu remedies, April 2011
                                                                                                                                                                • Appendix – The Consumer – Attitudes towards Children’s OTC Painkillers and Cold/flu Medicine

                                                                                                                                                                    • Figure 47: Attitudes towards children’s OTC painkillers and cold/flu medicine, by demographics, April 2011

                                                                                                                                                                Companies Covered

                                                                                                                                                                • Alcon, Inc.
                                                                                                                                                                • Alliance Boots UK Retail
                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                • Bank of England
                                                                                                                                                                • Bayer AG
                                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                • Chefaro
                                                                                                                                                                • Co-operative Group
                                                                                                                                                                • Department of Health
                                                                                                                                                                • Forest Laboratories UK Ltd
                                                                                                                                                                • Freeview
                                                                                                                                                                • Gfk NOP
                                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                                • Innocent Drinks Ltd
                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                • Johnson & Johnson
                                                                                                                                                                • Johnson & Johnson Ltd
                                                                                                                                                                • Kantar Media
                                                                                                                                                                • Kobayashi Healthcare UK
                                                                                                                                                                • Lidl (UK)
                                                                                                                                                                • McNeil Consumer & Specialty Pharmaceuticals
                                                                                                                                                                • Medical and Healthcare Products Regulatory Authority (MHRA)
                                                                                                                                                                • mmO2 plc
                                                                                                                                                                • Novartis AG
                                                                                                                                                                • Novartis Consumer Health UK Ltd
                                                                                                                                                                • Numark Pharmacy
                                                                                                                                                                • Orange plc (UK)
                                                                                                                                                                • Procter & Gamble UK & Ireland
                                                                                                                                                                • Proprietary Association of Great Britain
                                                                                                                                                                • Reckitt Benckiser (UK)
                                                                                                                                                                • Reckitt Benckiser plc
                                                                                                                                                                • SSL International Plc
                                                                                                                                                                • Superdrug Stores Plc
                                                                                                                                                                • Tesco Plc
                                                                                                                                                                • Teva UK Limited
                                                                                                                                                                • Thornton and Ross Ltd
                                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                                • Vitabiotics Ltd
                                                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                                                • William Ransom & Son Plc

                                                                                                                                                                Children's OTC and Healthcare Products - UK - August 2011

                                                                                                                                                                £1,750.00 (Excl.Tax)