Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Children's OTC and Healthcare Products - UK - August 2012

“Adopting a more holistic approach could give a good boost to the Children’s OTC market. Providing parents with skills to offer their baby relief from symptoms of minor ailments such as colic, teething, and constipation will be key to expanding the children’s OTC market. Independent healthcare companies could take a more interactive or advisory role rather than a prescriptive stance, to reassure parents and reduce current levels of dependency on GP services.”

– Alexandra Richmond, Head of Beauty and Personal Care

Some questions answered in this report include:

  • What are the factors influencing growth?
  • Could companies be more innovative?
  • Brand v own label – who is winning?
  • Can retailers do more to encourage sales?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definitions
        • Excluded
          • Methodology
            • Consumer research
              • Abbreviations
              • Executive Summary

                  • The market
                    • Figure 1: Retail value sales of the UK babies’ and children’s OTC market, by sector, 2007-17
                  • Market factors
                    • Figure 2: Percentage change in value sales, by sector, 2009-11
                  • Companies, brands and innovation
                      • Figure 3: Retail value sales of the UK babies’ and children’s OTC market, by company, 2011
                    • The consumer
                      • Figure 4: Ailments that children have suffered from in the last 12 months, June 2012
                    • What we think
                    • Issues in the Market

                        • What are the factors influencing growth?
                          • Could companies be more innovative?
                            • Brand v own label – who is winning?
                              • Can retailers do more to encourage sales?
                              • Trend Application

                                • Trend: Help Me Help Myself
                                  • Trend: Survival Skills
                                    • 2015 Trend: Brand Intervention
                                    • Market Environment

                                      • Key points
                                        • Age of child population
                                          • Figure 5: Trends in the age structure of the UK child population, 2007-17
                                        • Higher absence rates among secondary school children
                                          • Figure 6: Absence rates among school-aged children, as reported in school census, 2006/07-2008/09
                                        • Internet encourages research but not self-medication
                                          • Figure 7: Summary of web use amongst parents of children aged 0-12, June 2012
                                        • More GP consultations for children
                                          • Figure 8: Number of GP consultations per person per year, by gender and age (0-19), Great Britain, 2004/05-2008/09
                                        • Prescription medicine slows OTC sales
                                          • Government backs more OTC healthcare
                                            • Increase access to online “consultations”?
                                              • Adverse publicity for flu vaccine Pandemrix
                                                • Flu vaccinations for all children from 2014
                                                  • Child Benefit – reduction in real value
                                                    • Guidelines on cough and cold remedies for under 6 years
                                                      • New guidelines on cough and cold remedies for 6 years +
                                                        • MHRA reviews paracetamol dosage
                                                        • Competitive Context

                                                          • Key points
                                                            • Children’s OTC medicines in context
                                                              • Figure 9: Market value of OTC pharmaceuticals, 2009-11
                                                            • Own-labels dampen value growth in adult analgesics
                                                              • Lacklustre sales of cough and cold remedies
                                                                • Vitamin supplements that appeal to children
                                                                  • Could MHRA legislation boost alternative remedies market?
                                                                    • Baby wipes – widening usage could stimulate OTC sales
                                                                      • Children’s skincare and healthcare – cross-fertilisation
                                                                        • Medicated shampoos – active haircare sector
                                                                          • Looking to overseas markets for inspiration
                                                                          • Strengths and Weaknesses

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Who’s Innovating?

                                                                                • Key Points
                                                                                  • Focus on babies and toddlers intensifies
                                                                                    • Figure 10: New product activity in children’s OTC and healthcare market, % share, by target age group, Jan 2009-Jul 2012
                                                                                  • Innovation focuses on “other” products
                                                                                    • Figure 11: Innovations in children’s OTC and healthcare, % share, by sub-category, Jan 2009-Jul 2012
                                                                                  • Further potential in cough and cold remedies
                                                                                    • Pain relief evolves with categorisation
                                                                                      • Greatest share of innovation is divided between a number of smaller sectors
                                                                                        • Innovation favours topical formats
                                                                                          • Figure 12: Innovations in children’s OTC products, % share, by format, Jan 2009-Jul 2012
                                                                                        • Homing in on head lice
                                                                                          • A nose for new cough and cold remedies
                                                                                            • Johnson & Johnson focuses intensively on Calpol
                                                                                              • Figure 13: Top manufacturers in children’s OTC and healthcare market, by number of new products launched, Jan 2009-Jul 2012
                                                                                            • Brand extensions lead the way
                                                                                              • Convenience counts
                                                                                                • All natural
                                                                                                  • The future lies in formats
                                                                                                    • Triple action, multi-purpose
                                                                                                      • Little adults
                                                                                                        • Smart technology – apps that reassure
                                                                                                          • What next?
                                                                                                            • The personal touch
                                                                                                              • More innovative formats
                                                                                                                • Exciting flavours
                                                                                                                  • User-friendly packaging
                                                                                                                  • Market Size and Forecast

                                                                                                                    • Key Points
                                                                                                                      • Underdeveloped potential
                                                                                                                        • Figure 14: Value sales for children’s OTC, 2007-17
                                                                                                                      • Launch activity – reactive rather than proactive
                                                                                                                        • The future
                                                                                                                          • Figure 15: Retail value sales of the UK babies’ and children’s OTC market, by sector, 2007-17
                                                                                                                        • Forecast Methodology
                                                                                                                        • Segment Performance

                                                                                                                          • Key points
                                                                                                                            • Sales by Segment
                                                                                                                              • Figure 16: Retail value sales of children’s OTC and healthcare, 2009-11
                                                                                                                            • Downturn in sales of core product – analgesics
                                                                                                                              • Cough remedies boosted by new guidelines
                                                                                                                                • Rosy glow for nappy rash remedy sales
                                                                                                                                  • All natural focus for teething products
                                                                                                                                    • Head lice treatments underperform
                                                                                                                                      • Allergy relief – small but growing sector
                                                                                                                                        • Continued growth in gastrointestinals
                                                                                                                                        • Market Share

                                                                                                                                          • Key points
                                                                                                                                            • Sales by company
                                                                                                                                              • Figure 17: Retail value sales of the UK babies’ and children’s OTC market, by company, 2009-11
                                                                                                                                            • Reckitt Benckiser pushes ahead
                                                                                                                                              • Boots enjoys value growth
                                                                                                                                              • Companies and Products

                                                                                                                                                • Johnson & Johnson
                                                                                                                                                    • Figure 18: Products launched by J&J in the children’s OTC and healthcare market, June 2011-June 2012
                                                                                                                                                  • Reckitt Benckiser
                                                                                                                                                      • Figure 19: Products launched by RB in the children’s OTC and healthcare market, June 2011-June 2012
                                                                                                                                                    • Procter & Gamble
                                                                                                                                                      • Novartis
                                                                                                                                                        • Thornton & Ross
                                                                                                                                                            • Figure 20: Products launched by Thornton & Ross in the children’s OTC and healthcare market, June 2011-June 2012
                                                                                                                                                          • Forest Laboratories
                                                                                                                                                            • GlaxoSmithKline
                                                                                                                                                              • Kobayashi
                                                                                                                                                                • Pfizer
                                                                                                                                                                  • Boots
                                                                                                                                                                    • Tesco
                                                                                                                                                                      • Other
                                                                                                                                                                        • Lanes Health
                                                                                                                                                                          • DDD Limited
                                                                                                                                                                            • Nelsons
                                                                                                                                                                              • NeilMed Pharmaceuticals
                                                                                                                                                                                • Chefaro
                                                                                                                                                                                • Brand Communication and Promotion

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Less emphasis on above-the-line spend
                                                                                                                                                                                      • Figure 21: Main monitored media advertising expenditure, by selected manufacturers of children’s OTC products, Jan 2008-Jul 2012
                                                                                                                                                                                    • Reckitt Benckiser continues to spend heavily on advertising
                                                                                                                                                                                      • Figure 22: Main monitored media advertising spend, by selected manufacturers of children’s OTC products, Jan 2008-Jul 2012*
                                                                                                                                                                                    • Companies review above-the-line spend
                                                                                                                                                                                      • Television dominates
                                                                                                                                                                                        • Figure 23: Main monitored media advertising expenditure, by selected manufacturers of children’s OTC products, % share, by media type, Jan 2008–Jul 2012
                                                                                                                                                                                    • Channels to Market

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Chemists and drugstores dominate
                                                                                                                                                                                          • Figure 24: Retail value sales of the UK children’s OTC market, by sector, 2009-11
                                                                                                                                                                                        • Grocery multiples offer choice and convenience
                                                                                                                                                                                          • Grocery multiples pioneer new initiatives
                                                                                                                                                                                            • Health food stores struggle
                                                                                                                                                                                              • Others channels – low profile
                                                                                                                                                                                              • Incidence of Children’s Ailments

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Types of children’s ailments
                                                                                                                                                                                                    • Figure 25: Ailments that children have suffered from in the last 12 months, June 2012
                                                                                                                                                                                                  • A pill for every ill
                                                                                                                                                                                                    • Potential for symptom-specific brand extensions
                                                                                                                                                                                                      • Potential for more 2-in-1 combination packs
                                                                                                                                                                                                        • Teething products – low usage
                                                                                                                                                                                                        • Treatment of Children’s Ailments

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                              • Figure 26: Ways in which parents have treated their children’s ailments in the last 12 months, June 2012
                                                                                                                                                                                                            • Eight out of ten parents favour oral treatments
                                                                                                                                                                                                              • Topicals – influencing factors
                                                                                                                                                                                                                • Further potential for brand extensions
                                                                                                                                                                                                                  • Symptom specificity – an important factor
                                                                                                                                                                                                                    • Under usage of nappy rash remedies
                                                                                                                                                                                                                      • Convenience factor for certain sub-sectors
                                                                                                                                                                                                                        • More illness results in more confident purchasing
                                                                                                                                                                                                                        • Factors Influencing Purchase of Children’s OTC and Healthcare Products

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                              • Figure 27: Top three factors influencing purchase of children’s medicines, June 2012
                                                                                                                                                                                                                            • Brand familiarity vs. product familiarity
                                                                                                                                                                                                                              • Parents just want an easy life
                                                                                                                                                                                                                                • Price is a priority for a quarter of parents
                                                                                                                                                                                                                                  • Changing attitudes
                                                                                                                                                                                                                                    • Figure 28: Factors influencing choice of children’s OTC and healthcare, June 2011–April 2012
                                                                                                                                                                                                                                  • Children’s vs. adult OTC medicines – different priorities
                                                                                                                                                                                                                                    • Product claims are a factor for 44% of parents.
                                                                                                                                                                                                                                    • Attitudes Towards Children’s Medicine

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • Opportunities for private labels growth
                                                                                                                                                                                                                                          • Figure 29: Attitudes towards children’s OTC medicine, June 2012
                                                                                                                                                                                                                                        • The role of face-to-face advice
                                                                                                                                                                                                                                          • The importance of portability
                                                                                                                                                                                                                                          • Consumer Target Groups

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                • Figure 30: Clusters for parents of children that have suffered from ailments in the last 12 months, June 2012
                                                                                                                                                                                                                                              • Advice Seekers (49%)
                                                                                                                                                                                                                                                • Who are they?
                                                                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                                                                    • Hassle-free (19%)
                                                                                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                                                          • Private Label Champions (18%)
                                                                                                                                                                                                                                                            • Who are they?
                                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                                • Rapid Response (14%)
                                                                                                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                    • Appendix: Incidence of Children’s Ailments

                                                                                                                                                                                                                                                                        • Figure 31: Most popular ailments that children have suffered from in the last 12 months, by demographics, June 2012
                                                                                                                                                                                                                                                                        • Figure 32: Ailments that children have suffered from in the last 12 months, by demographics, June 2012
                                                                                                                                                                                                                                                                      • Types of ailments (grouped)
                                                                                                                                                                                                                                                                        • Figure 33: Types of ailments that children have suffered from in the last 12 months, by demographics, June 2012
                                                                                                                                                                                                                                                                      • Number of ailments suffered from
                                                                                                                                                                                                                                                                        • Figure 34: Number of ailments that children have suffered from in the last 12 months, by demographics, June 2012
                                                                                                                                                                                                                                                                        • Figure 35: Ways in which parents have treated their children’s ailments in the last 12 months, by common ailments that children have suffered from in the last 12 months, June 2012
                                                                                                                                                                                                                                                                        • Figure 36: Ways in which parents have treated their children’s ailments in the last 12 months, by least popular ailments that children have suffered from in the last 12 months, June 2012
                                                                                                                                                                                                                                                                        • Figure 37: Ways in which parents have treated their children’s ailments in the last 12 months, by common ailments that children have suffered from in the last 12 months, June 2012
                                                                                                                                                                                                                                                                        • Figure 38: Ways in which parents have treated their children’s ailments in the last 12 months, by least popular ailments that children have suffered from in the last 12 months, June 2012
                                                                                                                                                                                                                                                                        • Figure 39: Attitudes towards children’s OTC medicine, by least popular ailments that children have suffered from in the last 12 months, June 2012
                                                                                                                                                                                                                                                                      • Number of ailments suffered from
                                                                                                                                                                                                                                                                        • Figure 40: Number of ailments that children have suffered from in the last 12 months, June 2012
                                                                                                                                                                                                                                                                        • Figure 41: Ailments that children have suffered from in the last 12 months, by number of ailments that children have suffered from in the last 12 months, June 2012
                                                                                                                                                                                                                                                                    • Appendix: Treatment of Children’s Ailments

                                                                                                                                                                                                                                                                        • Figure 42: Ways in which parents have treated their children’s ailments in the last 12 months, by types of treatment, by demographics, June 2012
                                                                                                                                                                                                                                                                        • Figure 43: Ways in which parents have treated their children’s ailments in the last 12 months, by demographics, June 2012
                                                                                                                                                                                                                                                                        • Figure 44: Next most common ways in which parents have treated their children’s ailments in the last 12 months, by demographics, June 2012
                                                                                                                                                                                                                                                                        • Figure 45: Ailments that children have suffered from in the last 12 months, by most common ways in which parents have treated their children’s ailments in the last 12 months, June 2012
                                                                                                                                                                                                                                                                        • Figure 46: Ailments that children have suffered from in the last 12 months, by next most common ways in which parents have treated their children’s ailments in the last 12 months, June 2012
                                                                                                                                                                                                                                                                        • Figure 47: Top factors influencing purchase of children’s medicines, by most common ways in which parents have treated their children’s ailments in the last 12 months, June 2012
                                                                                                                                                                                                                                                                        • Figure 48: Top three factors influencing purchase of children’s medicines, by next most common ways in which parents have treated their children’s ailments in the last 12 months, June 2012
                                                                                                                                                                                                                                                                    • Appendix: Factors Influencing Purchase of Children’s OTC and Healthcare Products

                                                                                                                                                                                                                                                                        • Figure 49: Most popular top three factors influencing purchase of children’s medicines, by demographics, June 2012
                                                                                                                                                                                                                                                                        • Figure 50: Other top three factors influencing purchase of children’s medicines, by demographics, June 2012
                                                                                                                                                                                                                                                                        • Figure 51: Top three factors influencing purchase of children’s medicines, by most popular top three factors influencing purchase of children’s medicines, June 2012
                                                                                                                                                                                                                                                                        • Figure 52: Ailments that children have suffered from in the last 12 months, by most popular top three factors influencing purchase of children’s medicines, June 2012
                                                                                                                                                                                                                                                                    • Appendix: Attitudes Towards Children’s OTC and Healthcare Products

                                                                                                                                                                                                                                                                        • Figure 53: Most popular attitudes towards children’s OTC medicine, by demographics, June 2012
                                                                                                                                                                                                                                                                        • Figure 54: Next most popular attitudes towards children’s OTC medicine, by demographics, June 2012
                                                                                                                                                                                                                                                                        • Figure 55: Ailments that children have suffered from in the last 12 months, by most popular attitudes towards children’s OTC medicine, June 2012
                                                                                                                                                                                                                                                                        • Figure 56: Ailments that children have suffered from in the last 12 months, by next most popular attitudes towards children’s OTC medicine, June 2012
                                                                                                                                                                                                                                                                        • Figure 57: Ways in which parents have treated their children’s ailments in the last 12 months, by most popular attitudes towards children’s OTC medicine, June 2012
                                                                                                                                                                                                                                                                        • Figure 58: Ways in which parents have treated their children’s ailments in the last 12 months, by next most popular attitudes towards children’s OTC medicine, June 2012
                                                                                                                                                                                                                                                                        • Figure 59: Top three factors influencing purchase of children’s medicines, by most popular attitudes towards children’s OTC medicine, June 2012
                                                                                                                                                                                                                                                                        • Figure 60: Top three factors influencing purchase of children’s medicines, by next most popular attitudes towards children’s OTC medicine, June 2012
                                                                                                                                                                                                                                                                    • Appendix: Consumer Target Groups

                                                                                                                                                                                                                                                                        • Figure 61: Cluster groups, by demographics, June 2012
                                                                                                                                                                                                                                                                        • Figure 62: Attitudes towards children’s OTC medicine, by cluster groups, June 2012
                                                                                                                                                                                                                                                                        • Figure 63: Ailments that children have suffered from in the last 12 months, by cluster groups, June 2012
                                                                                                                                                                                                                                                                        • Figure 64: Ways in which parents have treated their children’s ailments in the last 12 months, by cluster groups, June 2012
                                                                                                                                                                                                                                                                        • Figure 65: Top three factors influencing purchase of children’s medicines, by cluster groups, June 2012
                                                                                                                                                                                                                                                                        • Figure 66: Number of ailments that children have suffered from in the last 12 months, by cluster groups, June 2012
                                                                                                                                                                                                                                                                        • Figure 67: Number of ways in which parents have treated their children’s ailments in the last 12 months, by cluster groups, June 2012

                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                    • Alliance Boots
                                                                                                                                                                                                                                                                    • Alliance Boots UK Retail
                                                                                                                                                                                                                                                                    • GlaxoSmithKline Plc
                                                                                                                                                                                                                                                                    • Johnson & Johnson
                                                                                                                                                                                                                                                                    • Johnson & Johnson Ltd
                                                                                                                                                                                                                                                                    • Kobayashi Healthcare UK
                                                                                                                                                                                                                                                                    • McNeil Healthcare (UK) Limited
                                                                                                                                                                                                                                                                    • Novartis AG
                                                                                                                                                                                                                                                                    • Pfizer Inc
                                                                                                                                                                                                                                                                    • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                                                                    • Reckitt Benckiser plc
                                                                                                                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                                                                                                                    • William Ransom & Son Plc

                                                                                                                                                                                                                                                                    Children's OTC and Healthcare Products - UK - August 2012

                                                                                                                                                                                                                                                                    £1,995.00 (Excl.Tax)