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Children's OTC - UK - March 2014

“The market has been impacted by parental reluctance to treat their child without professional help as well as reduced innovation. Encouraging parents to treat their children at home, by offering better advice, as well as raising their confidence in brands by better engaging with them using social media could encourage product usage. Additionally, as parents show interest in dosing tools, this suggests room for innovations in this area.”

– Roshida Khanom, Senior OTC and Personal Care Analyst

Some questions answered in this report include:

  • What impact has the level of parents seeking professional help had on the market?
  • Where do opportunities in product innovation lie?

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Table of contents

  1. Introduction

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

                • The market
                  • Figure 1: Retail value sales of children’s OTC market, by sector, 2008-18
                • Market factors
                  • Companies, brands and innovation
                    • Figure 2: New launches in children’s OTC, % share, branded vs own-label, 2009-13
                  • The consumer
                    • Figure 3: Ailments suffered, January 2014
                    • Figure 4: Courses of action, January 2014
                  • What we think
                  • Issues and Insights

                      • Market hampered by parents seeking professional help
                        • The facts
                          • The implications
                            • Low level of product innovation, despite growing consumer base
                              • The facts
                                • The implications
                                • Trend Application

                                    • Trend: Help Me Help Myself
                                      • Trend: Prepare for the Worst
                                        • Mintel futures trend: East Meets West
                                        • Market Drivers

                                          • Key points
                                            • Rise in child population
                                              • Figure 5: Trends in the age structure of the UK child population, 2008-18
                                            • More GP consultations for children
                                              • Figure 6: Number of prescriptions per person, UK, 2006-12
                                            • Parents using internet for research
                                              • Figure 7: Online activities done in the past three months, by mums and dads, June 2013
                                            • Increase access to online “consultations”?
                                              • Media scares about children’s OTC
                                              • Who’s Innovating?

                                                • Key points
                                                  • Increased focus on babies
                                                    • Figure 8: New launches in children’s OTC, % share, by target age group, 2009-13
                                                  • Own-label shows steady rise
                                                    • Figure 9: New launches in children’s OTC, % share, branded vs own-label, 2009-13
                                                    • Figure 10: Examples of own-label launches in 2013
                                                  • Pain relief remains an important focus
                                                    • Figure 11: New launches in children’s OTC, % share, by sub-category, 2009-13
                                                    • Figure 12: Decongestants launched in January 2014
                                                  • Top manufacturers
                                                    • Figure 13: New launches in children’s OTC, by company, 2009-13
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Little growth historically
                                                      • Figure 14: Value sales of children’s OTC, 2008-18
                                                    • Struggling market
                                                      • Figure 15: Retail value sales of children’s OTC market, by sector, 2008-18
                                                    • Forecast methodology
                                                    • Segment Performance

                                                      • Key points
                                                        • Analgesics and head lice treatments grow in value
                                                          • Figure 16: Retail value sales of children’s OTC, 2012-13
                                                        • Nappy rash treatments and cough liquids show decline
                                                        • Market Share

                                                          • Key points
                                                            • Calpol remains the leader
                                                              • Figure 17: Retail value sales of the children’s OTC market by brand, 2012-13
                                                          • Companies and Products

                                                            • Johnson & Johnson
                                                                • Figure 18: McNeil Healthcare (UK) Limited financial performance, 2011-12
                                                                • Figure 19: Examples of new product launches by McNeil Healthcare (J&J) in the UK children’s OTC market, 2013
                                                              • Reckitt Benckiser
                                                                  • Figure 20: Reckitt Benckiser financial performance, 2011-12
                                                                  • Figure 21: Examples of new product launches by Reckitt Benckiser in the UK children’s OTC market, 2013
                                                                • Procter & Gamble
                                                                    • Figure 22: Procter & Gamble financial performance, 2011-12
                                                                    • Figure 23: Examples of new product launches by Procter & Gamble in the UK OTC market, 2013
                                                                  • GlaxoSmithKline
                                                                    • Figure 24: GlaxoSmithKline UK Limited financial performance, 2011-12
                                                                    • Figure 25: Examples of new product launches by GlaxoSmithKline in the UK OTC market, 2013
                                                                  • Novartis
                                                                      • Figure 26: Novartis Consumer Health UK Limited financial performance, 2011-12
                                                                      • Figure 27: Examples of new product launches by Novartis Consumer Health in the UK OTC market, 2013
                                                                    • Thornton & Ross
                                                                        • Figure 28: Thornton & Ross Limited financial performance, 2012-13
                                                                        • Figure 29: Examples of new product launches by Thornton & Ross in the UK OTC market, 2013
                                                                    • Brand Communication and Promotion

                                                                      • Key points
                                                                        • Growing emphasis on other media
                                                                          • Figure 30: Main monitored media advertising expenditure by media type of analgesics, cold and flu, allergy and indigestion remedies, 2008-13
                                                                        • J&J leads advertising spend
                                                                          • Figure 31: Main monitored media advertising spend by top spending brands of children’s OTC products, 2013
                                                                      • Channels to Market

                                                                        • Key points
                                                                          • Grocery multiples rise in sales
                                                                            • Figure 32: Retail value sales of the UK children’s OTC market, by sector, 2012-13
                                                                        • The Consumer – Ailments Suffered

                                                                          • Key points
                                                                            • Cold/flu common in larger households
                                                                              • Figure 33: Ailments suffered, January 2014
                                                                            • Ailments in school-age children
                                                                              • Babies suffer from the most ailments
                                                                              • The Consumer – Treatments Sought

                                                                                • Key points
                                                                                  • Parents are most likely to seek professional help
                                                                                    • Figure 34: Treatments sought, January 2014
                                                                                  • Pain relief is preferred treatment
                                                                                    • Seeking professional advice
                                                                                      • Figure 35: Courses of action, January 2014
                                                                                    • Brand loyalty is high
                                                                                      • Internet usage
                                                                                      • The Consumer – Interest in New Products

                                                                                        • Key points
                                                                                          • Dosage offers opportunities
                                                                                            • Figure 36: Interest in new products, January 2014
                                                                                          • Parents want help
                                                                                          • The Consumer – Attitudes towards Children’s Sickness

                                                                                            • Key points
                                                                                              • Looking after a sick child is stressful
                                                                                                • Figure 37: Attitudes towards children’s sickness, January 2014
                                                                                              • Strengthening the immune system is key
                                                                                                • Parents show confidence in non-prescription remedies
                                                                                                • Appendix – The Consumer – Ailments Suffered

                                                                                                    • Figure 38: Ailments suffered by children, January 2014
                                                                                                    • Figure 39: Most common ailments suffered by children, by demographics, January 2014
                                                                                                    • Figure 40: Next most common ailments suffered by children, by demographics, January 2014
                                                                                                    • Figure 41: Other common suffered by children, by demographics, January 2014
                                                                                                  • Repertoire
                                                                                                    • Figure 42: Repertoire of ailments suffered by children, January 2014
                                                                                                    • Figure 43: Repertoire of ailments suffered by children, by demographics, January 2014
                                                                                                • Appendix – The Consumer – Treatments Sought

                                                                                                    • Figure 44: Treatments sought, January 2014
                                                                                                    • Figure 45: Most common treatments sought, by demographics, January 2014
                                                                                                    • Figure 46: Next most common treatments sought, by demographics, January 2014
                                                                                                    • Figure 47: Treatments sought, by selected ailments suffered by children, January 2014
                                                                                                    • Figure 48: Course of action, January 2014
                                                                                                    • Figure 49: Most common course of action, by demographics, January 2014
                                                                                                    • Figure 50: Next most common course of action, by demographics, January 2014
                                                                                                • Appendix – The Consumer – Interest in New Products

                                                                                                    • Figure 51: Interest in new products, January 2014
                                                                                                    • Figure 52: Most common interest in new products, by demographics, January 2014
                                                                                                    • Figure 53: Next most common interest in new products, by demographics, January 2014
                                                                                                    • Figure 54: Interest in new products, by most common treatments sought, January 2014
                                                                                                • Appendix – The Consumer – Attitudes towards Children’s Sickness

                                                                                                    • Figure 55: Attitudes towards children’s sickness, January 2014
                                                                                                    • Figure 56: Most common attitudes towards children’s sickness, by demographics, January 2014
                                                                                                    • Figure 57: Next most common attitudes towards children’s sickness, by demographics, January 2014

                                                                                                Children's OTC - UK - March 2014

                                                                                                US $2,648.76 (Excl.Tax)