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Cold, Flu and Allergy Remedies - US - April 2013

“While sales of OTC cold, flu, and allergy products have increased, the category faces several challenges, such as sales of private label brands as well as natural alternatives eroding market share of OTC products.”

– Emily Krol, Health and Wellness Analyst

Some questions answered in this report include:

  • Across the board in OTC remedies, there has been an increase in private label sales—both as a reaction to Johnson & Johnson recalls and as a cost saving measure in light of the recession. How will continued growth in private label sales affect this market?
  • How can brands appeal to consumers through marketing efforts and product form developments?
  • How are in-store clinics at drug stores and mass merchandisers affecting the market of OTC cold, flu, and allergy remedies?

  

Despite a mild 2011-12 cold and flu season, a more severe 2012 allergy season helped to increase sales of cold, flu, and allergy remedies 4% from 2011-12.  As a result of the increased cost of healthcare and prevalence of those without health insurance, Americans are self-diagnosing and treating their symptoms, which bodes well for OTC products.

However, product recalls and a desire for more natural remedies has consumers seeking alternative choices to traditional OTC remedies. Sales of both private label brands and homeopathic/herbal remedies have increased, which may encroach on the market of OTC cold, flu, and allergy remedies in the future. Additionally, the wide availability of the flu vaccine can help to curb incidence of influenza, driving down the need for OTC flu remedies.

This report will provide readers with a sense of what is happening in the market of cold, flu, and allergy remedies. The relationship between demographic shifts and product consumption will be explored, as well as consumption behavior and attitudes. Readers will learn about consumer stockpiling habits and decision making processes. Concerns and threats to the market of OTC cold, flu, and allergy remedies will also be explored.

The report presents major brand advertising strategies, and makes recommendations to marketers in this category. New innovations in the cold, flu, and allergy market are also presented. Readers will gain a sense of how to best target products to those who suffer from these ailments.

 

This report will include all remedies which can be purchased over the counter without a prescription to relieve symptoms of colds, flu, and allergies. Decongestants will be included as well.

Cold, flu, and allergy remedies include tablets, capsules, liquids, powders, and hot drinks for treating cold and/or allergy symptoms. Decongestants include tablets, nasal sprays, and inhalants to relieve nasal and chest congestion.

Mintel also examines sales of herbal and homeopathic products marketed for cold, flu and allergy relief in the natural channel market. While not included in the data, sales of Vitamin C, zinc and zinc lozenges, garlic, and a variety of specialty supplements without specific health claims are also part of the natural channel landscape for cold, flu and allergy remedies.

 

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Figure 1: Total U.S. sales and fan chart forecast of cold, flu, and allergy remedies, at current prices, 2007-17
                        • Segment snapshots
                          • Figure 2: Total U.S. retail sales of cold, flu, and allergy remedies, by segment, at current prices, 2010 and 2012
                        • Market factors
                          • Demographics
                            • Figure 3: Population, by age, 2008-18
                            • Figure 4: Cold, flu, and allergies suffered past 12 months, by age, December 2012
                            • Figure 5: Population, by race and Hispanic origin, 2013-18
                            • Figure 6: Ailments suffered past 12 months, use of OTC products to treat cold, flu, or allergies, by race/Hispanic origin, December 2012
                          • Retailers
                            • Figure 7: Total U.S. retail sales of cold, flu, and allergy remedies, by channel, at current prices, 2012
                          • Key players
                              • Figure 8: MULO sales of cold, flu, and allergy remedies, by leading companies, 2012 and 2013
                            • Opportunities
                              • The consumer
                                • Treating ailments
                                  • Figure 9: Use of OTC products to treat cold, flu, or allergies, by age, December 2012
                                • Information sources
                                  • Figure 10: Cold, flu, allergy remedy information sources, December 2012
                                • Product attributes
                                  • Figure 11: Importance of cold, flu, and allergy product attributes, December 2012
                                • Interest in remedy formats
                                  • Figure 12: Interest in remedy formats, December 2012
                                • What we think
                                • Issues in the Market

                                    • Across the board in OTC remedies, there has been an increase in private label sales—both as a reaction to Johnson & Johnson recalls and as a cost saving measure in light of the recession. How will continued growth in private label sales affect this market?
                                      • How can brands appeal to consumers through marketing efforts and product form developments?
                                          • Figure 13: Examples of allergy relief and decongestive, cough, cold, and flu relief product launches in Asia Pacific, 2012-13
                                        • How are in-store clinics at drug stores and mass merchandisers affecting the market of OTC cold, flu, and allergy remedies?
                                        • Insights and Opportunities

                                          • Retail locations
                                            • Shopping and delivery
                                              • In-store support
                                                • Food
                                                  • Bundles of opportunities
                                                    • Figure 14: Kleenex Care Pack, 2013
                                                • Trend Applications

                                                    • Trend: Factory Fear
                                                      • Trend: Transumers
                                                        • Mintel Futures: Access Anything, Anywhere
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • OTC cold, flu, and allergy market expected to continue growth
                                                              • Sales and forecast of cold, flu, and allergy products
                                                                • Figure 15: Total U.S. retail sales and forecast of cold, flu, and allergy remedies, at current prices, 2007-17
                                                                • Figure 16: Total U.S. retail sales and forecast of cold, flu, and allergy remedies, at inflation-adjusted prices, 2007-17
                                                              • Fan chart forecast
                                                                  • Figure 17: Total U.S. sales and fan chart forecast of cold, flu, and allergy remedies, at current prices, 2007-17
                                                              • Market Drivers

                                                                • Key points
                                                                  • Incidence of ailments
                                                                    • Colds
                                                                      • Flu
                                                                        • Figure 18: Google flu trends, 2011-13
                                                                      • Allergies
                                                                        • Demographics
                                                                          • Age
                                                                            • Figure 19: Ailments suffered past 12 months, by age, December 2012
                                                                            • Figure 20: Population, by age, 2008-18
                                                                          • Ethnicity
                                                                            • Figure 21: Population, by race and Hispanic origin, 2008-18
                                                                            • Figure 22: Ailments suffered past 12 months, by race/Hispanic origin, December 2012
                                                                          • Presence of children
                                                                            • Figure 23: Households, by presence of own children, 2002-12
                                                                          • Geography
                                                                            • Figure 24: Cold, flu, allergies suffered past 12 months, by region, December 2012
                                                                          • Incidence of flu shot
                                                                            • Figure 25: Had a flu shot, by age, December 2012
                                                                        • Competitive Context

                                                                          • Prescription products
                                                                            • Home remedies
                                                                              • Homeopathic/herbal remedies
                                                                                  • Figure 26: Attitudes toward all-natural remedies, by ways treated cold, flu, or allergies, December 2012
                                                                                  • Figure 27: MULO sales of cold, allergy, and sinus liquids, by leading companies, 2012 and 2013
                                                                                • Private label brands
                                                                                  • Figure 28: Attitudes toward private label remedies, by age, December 2012
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Tablets continue to dominate market…
                                                                                    • Figure 29: Frequency of remedies, by mean number of times used, August 2011-August 2012
                                                                                  • …but sales of liquids increasing
                                                                                    • Sales of cold, flu, and allergy products, by segment
                                                                                      • Figure 30: Total U.S. retail sales of cold, flu, and allergy remedies, by segment, at current prices, 2010 and 2012
                                                                                    • Price increases helped to fuel sales of tablets and liquids
                                                                                      • Figure 31: Average cost of cold, flu, and allergy remedies based on MULO sales, 2012
                                                                                  • Segment Performance—Tablets

                                                                                    • Key points
                                                                                      • Allergies are fueling growth of tablets
                                                                                        • Figure 32: Product example of cold, flu, and allergy tablets
                                                                                      • Sales and forecast of cold, flu, and allergy tablets
                                                                                        • Figure 33: Sales and forecast of cold, flu, and allergy tablets, at current prices, 2007-17
                                                                                    • Segment Performance—Liquids/Powders

                                                                                      • Key points
                                                                                        • New product introductions fuel growth of liquids/powders
                                                                                          • Figure 34: Product example of cold, flu, and allergy liquids/powders
                                                                                        • Sales and forecast of cold, flu, and allergy liquids and powders
                                                                                          • Figure 35: Sales and forecast of cold, flu, and allergy liquids/powders, at current prices, 2007-17
                                                                                      • Segment Performance—Nasal Products

                                                                                        • Key point
                                                                                          • Product innovation could spur nasal products segment
                                                                                            • Figure 36: Product example of cold, flu, and allergy nasal products
                                                                                          • Sales and forecast of cold, flu, and allergy nasal products
                                                                                            • Figure 37: Sales and forecast of nasal products, at current prices, 2007-17
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Drug stores continue to make up majority of retail sales
                                                                                              • Figure 38: Total U.S. retail sales of cold, flu, and allergy remedies, by channel, at current prices, 2010-12
                                                                                            • Drug stores main remedy channel…
                                                                                                • Figure 39: CVS website screenshot
                                                                                              • …though other channels on the rise
                                                                                                • Supermarkets struggle to keep pace
                                                                                                  • Sales of cold, flu, and allergy remedies, by retail channel
                                                                                                    • Figure 40: U.S. sales of cold, flu, and allergy remedies, at current prices, by retail channel, 2007-12
                                                                                                • Retail Channels—Spotlight on Natural Supermarkets

                                                                                                  • Key points
                                                                                                    • Sales of cold, flu and allergy remedies in the natural channel
                                                                                                      • Figure 41: Natural supermarket sales of cold, flu and allergy remedies, at current prices, 2010-12
                                                                                                      • Figure 42: Natural supermarket sales of cold, flu and allergy remedies, at inflation-adjusted prices, 2010-12
                                                                                                    • Natural channel sales of cold, flu, and allergy remedies, by type
                                                                                                      • Figure 43: Natural supermarket sales of cold, flu and allergy remedies, by type, 2010 and 2012
                                                                                                      • Figure 44: Natural supermarket sales of cold, flu, and allergy remedies, by segment, 2010 and 2012
                                                                                                    • Leading natural channel brands
                                                                                                    • Leading Companies

                                                                                                      • Key points
                                                                                                        • Johnson & Johnson back on top as category leader
                                                                                                          • Private label brands make up one third of market
                                                                                                            • Manufacturer sales of cold, flu, and allergy products
                                                                                                              • Figure 45: MULO sales of cold, flu, and allergy remedies, by leading companies, 2012 and 2013
                                                                                                          • Brand Share—Cold, Allergy, Sinus Tablets

                                                                                                            • Key points
                                                                                                              • Johnson & Johnson pulls ahead of Merck & Co.
                                                                                                                • Manufacturer sales of cold, allergy, and sinus tablets
                                                                                                                  • Figure 46: MULO sales of cold, allergy, and sinus tablets, by leading companies, 2012 and 2013
                                                                                                              • Brand Share—Cold, Allergy, and Sinus Liquids

                                                                                                                • Key points
                                                                                                                  • DayQuil and NyQuil continue to be leader in liquids/powders
                                                                                                                    • Liquid remedies popular for children
                                                                                                                      • Manufacturer sales of cold, allergy, sinus liquids
                                                                                                                        • Figure 47: MULO sales of cold, allergy, and sinus liquids, by leading companies, 2012 and 2013
                                                                                                                    • Brand Share—Nasal Products

                                                                                                                      • Key points
                                                                                                                        • Nasal products continue to decline
                                                                                                                          • Manufacturer sales of nasal products
                                                                                                                            • Figure 48: MULO sales of nasal products, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                        • Brand Usage and Preference

                                                                                                                          • Key points
                                                                                                                            • Benadryl most used brand
                                                                                                                              • Figure 49: Brands of cold, allergy, and sinus remedies used, by gender and age, August 2011-August 2012
                                                                                                                            • Children’s Tylenol most used brands for kids
                                                                                                                              • Figure 50: Brands of children's cough/cold products used, August 2011-August 2012
                                                                                                                            • Limited brand loyalty in OTC cold, flu, allergy products
                                                                                                                              • Figure 51: Brand preferences for cold, flu, and allergy products, by gender, December 2012
                                                                                                                            • Lower income households are brand loyal
                                                                                                                              • Figure 52: Brand preferences for cold, flu, and allergy products, by household income, December 2012
                                                                                                                            • Light users more likely to be brand loyal
                                                                                                                              • Figure 53: Brand preferences for cold, flu, and allergy products, by repertoire of OTC remedy, December 2012
                                                                                                                          • Innovations and Innovators

                                                                                                                            • Key points
                                                                                                                              • Number of product introductions slow for both allergy and cold/flu remedies
                                                                                                                                • Figure 54: Number of allergy relief and decongestive, cough, cold, and flu relief product launches, 2007-12
                                                                                                                              • Allergy products
                                                                                                                                • Slightly more brand name than private label product introductions
                                                                                                                                  • Figure 55: Share of branded/private label allergy product launches, 2007-12
                                                                                                                                • New product introductions target children, consumers seeking fast-acting products
                                                                                                                                  • Figure 56: Allergy products launched, by top claims, 2007-12
                                                                                                                                • Decongestive, cough, cold, and flu products
                                                                                                                                  • Increase in number of private label introductions
                                                                                                                                    • Figure 57: Share of branded/private label decongestive, cough, cold, and flu relief product launches, 2007-12
                                                                                                                                  • New product introductions target children
                                                                                                                                    • Figure 58: Decongestive, cough, cold, and flu relief products launched, by top claims, 2007-12
                                                                                                                                  • Opportunity to introduce new flavors
                                                                                                                                    • Figure 59: Top 10 flavors of decongestive, cough, cold, and flu relief products launched, 2007-12
                                                                                                                                • Marketing Strategies

                                                                                                                                  • Overview
                                                                                                                                    • Figure 60: Advertising spending for select cold, flu, and allergy remedies, 2011
                                                                                                                                  • Mine is better than yours
                                                                                                                                    • Figure 61: Tylenol, “Overachiever,” 2012
                                                                                                                                    • Figure 62: Alka-Seltzer, “Unflu Yourself,” 2013
                                                                                                                                    • Figure 63: Vick’s, “Relief,” 2012
                                                                                                                                  • Illustrating product features (fast acting, strength)
                                                                                                                                    • Figure 64: Claritin, “Power Through,” 2012
                                                                                                                                  • Getting cold, flu, and allergy suffers back on their feet
                                                                                                                                    • Figure 65: Mucinex Print ad
                                                                                                                                    • Figure 66: DayQuil/NyQuil Print ad
                                                                                                                                    • Figure 67: Vicks, “Superman,” 2012
                                                                                                                                  • Athletic endorsements
                                                                                                                                    • Figure 68: Vicks, “DayQuil/NyQuil,” 2013
                                                                                                                                    • Figure 69: DayQuil/NyQuil Print ad
                                                                                                                                • Social Media

                                                                                                                                  • Key points
                                                                                                                                    • Key social media metrics
                                                                                                                                      • Figure 70: key brand metrics, cold, flu and allergy remedies brands, March 2013
                                                                                                                                    • Market overview
                                                                                                                                      • Brand usage and awareness
                                                                                                                                          • Figure 71: usage and awareness of selected cold, flu and allergy remedies brands, December 2012
                                                                                                                                        • Interaction with brands
                                                                                                                                          • Figure 72: Interaction with selected cold, flu and allergy remedies brand, December 2012
                                                                                                                                        • Online conversations
                                                                                                                                          • Figure 73: Percentage of consumer conversation by selected cold, flu and allergy remedies brands, Feb. 5, 2013-March 4, 2013
                                                                                                                                          • Figure 74: Online mentions, selected cold, flu and allergy remedies brands, percent of daily mentions, by day, Feb. 5, 2013-March 4, 2013
                                                                                                                                        • Where are people talking about cold, flu and allergy remedies brands?
                                                                                                                                          • Figure 75: Mentions by page type, selected cold, flu and allergy remedies brands, Feb. 5, 2013-March 4, 2013
                                                                                                                                        • What are people talking about online?
                                                                                                                                          • Figure 76: Mentions by type of conversation, selected cold, flu and allergy remedies brands, Feb. 5, 2013-March 4, 2013
                                                                                                                                          • Figure 77: Major areas of discussion surrounding cold, flu and allergy remedies brands, percent of daily mentions, by day, Feb. 5, 2013-March 4, 2013
                                                                                                                                          • Figure 78: Major areas of discussion surrounding cold, flu and allergy remedies brands, by page type, Feb. 5, 2013-March 4, 2013
                                                                                                                                        • Brand analysis
                                                                                                                                          • NyQuil
                                                                                                                                            • Figure 79: NyQuil key social media indicators, march 2013
                                                                                                                                          • Key online campaigns
                                                                                                                                            • What we think
                                                                                                                                              • Mucinex
                                                                                                                                                • Figure 80: Mucinex key social media indicators, March 2013
                                                                                                                                              • Key online campaigns
                                                                                                                                                • What we think
                                                                                                                                                  • Alka-Seltzer Plus
                                                                                                                                                    • Figure 81: Alka-Seltzer Plus key social media indicators, March 2013
                                                                                                                                                  • Key online campaigns
                                                                                                                                                    • What we think
                                                                                                                                                      • Claritin
                                                                                                                                                        • Figure 82: Claritin key social media indicators, March 2013
                                                                                                                                                      • Key online campaigns
                                                                                                                                                        • What we think
                                                                                                                                                          • Zyrtec
                                                                                                                                                            • Figure 83: Zyrtec key social media indicators, March 2013
                                                                                                                                                          • Key online campaigns
                                                                                                                                                            • What we think
                                                                                                                                                              • Allegra
                                                                                                                                                                • Figure 84: Allegra key social media indicators, March 2013
                                                                                                                                                              • Key online campaigns
                                                                                                                                                                • What we think
                                                                                                                                                                • Treating Ailments

                                                                                                                                                                  • Key points
                                                                                                                                                                    • OTC remedies most common way to treat cold, flu, allergies
                                                                                                                                                                      • Figure 85: Use of OTC products to treat cold, flu, or allergies, December 2012
                                                                                                                                                                    • Increase usage among younger cold/allergy sufferers
                                                                                                                                                                      • Figure 86: Use of OTC products to treat cold, flu, or allergies, by age, December 2012
                                                                                                                                                                    • Lower income households less likely to use OTC products
                                                                                                                                                                      • Figure 87: Use of OTC products to treat cold, flu, or allergies, by age, December 2012
                                                                                                                                                                      • Figure 88: Agreement with attitudes toward health treatments, by household income, December 2012
                                                                                                                                                                  • Determining How to Treat Ailments and Getting Information

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Prior experience determines how to treat ailments
                                                                                                                                                                        • Figure 89: Ways to determine how to treat cold, flu, or allergies, December 2012
                                                                                                                                                                        • Figure 90: Cold, flu, allergy remedy information sources, December 2012
                                                                                                                                                                      • Younger men need guidance…
                                                                                                                                                                        • …while online may be best way to reach younger women
                                                                                                                                                                          • Figure 91: Ways to determine how to treat cold, flu, or allergies, by gender and age, December 2012
                                                                                                                                                                        • Create campaigns that target different age cohorts
                                                                                                                                                                          • Figure 92: Cold, flu, allergy remedy information sources, by age, December 2012
                                                                                                                                                                        • Those with children more likely to turn to experts
                                                                                                                                                                          • Figure 93: Ways to determine how to treat cold, flu, or allergies, by presence of children in household, December 2012
                                                                                                                                                                          • Figure 94: Cold, flu, allergy remedy information sources, by presence of children in household, December 2012
                                                                                                                                                                          • Figure 95: Ways to determine how to treat cold, flu, or allergies, by gender and presence of children in household, December 2012
                                                                                                                                                                          • Figure 96: Cold, flu, allergy remedy information sources, by gender and presence of children in household, December 2012
                                                                                                                                                                      • Product Format

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Opportunity for less invasive product formats
                                                                                                                                                                            • Figure 97: Interest in remedy formats, December 2012
                                                                                                                                                                            • Figure 98: Allergy relief and decongestive, cough, cold, and flu relief product launches, by format, 2012
                                                                                                                                                                          • Make remedies easier for older consumers to take
                                                                                                                                                                            • Figure 99: Remedy formats not used but would be interested in trying, by age, December 2012
                                                                                                                                                                          • Alternative remedy formats appealing to those without children
                                                                                                                                                                            • Figure 100: Remedy formats not used but would be interested in trying, by presence of children in household, December 2012
                                                                                                                                                                          • Usage of children’s remedies
                                                                                                                                                                            • Figure 101: Physio Logic Fever-Bugz Stick-On Fever Indicators
                                                                                                                                                                            • Figure 102: Children's cough/cold products usage, by age, August 2011-August 2012
                                                                                                                                                                            • Figure 103: Types of children's cough/cold products used, August 2011-August 2012
                                                                                                                                                                        • Product Attributes

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Remedies need to relieve symptoms quickly
                                                                                                                                                                              • Figure 104: Cold, flu, and allergy product attributes, December 2012
                                                                                                                                                                            • Women seek out lower prices
                                                                                                                                                                              • Figure 105: Importance of cold, flu, and allergy product attributes, by gender, December 2012
                                                                                                                                                                            • Younger remedy users want it all
                                                                                                                                                                              • Figure 106: Importance of cold, flu, and allergy product attributes, by age, December 2012
                                                                                                                                                                            • Brand loyal users look to ingredients
                                                                                                                                                                              • Figure 107: Importance of cold, flu, and allergy product attributes, by brand preferences for cold, flu, and allergy products, December 2012
                                                                                                                                                                          • Attitudes Toward OTC Remedies

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Help ailment sufferers to rest, and remind them to stock up on products
                                                                                                                                                                                • Dr. Mom is prepared
                                                                                                                                                                                  • Figure 108: Attitudes toward cold, flu, and allergy products, by gender, December 2012
                                                                                                                                                                                • Help younger consumers rest AND give them energy
                                                                                                                                                                                  • Figure 109: Attitudes toward cold, flu, and allergy products, by age, December 2012
                                                                                                                                                                                  • Figure 110: Formulas of cold, allergy, and sinus remedies, by age, August 2011-August 2012
                                                                                                                                                                                  • Figure 111: Airborne Plus Energy Natural Citrus Flavored Immune Support Supplement Drink
                                                                                                                                                                                • Parents are armed and ready for cold, flu, and allergy season
                                                                                                                                                                                  • Figure 112: Attitudes toward cold, flu, and allergy products, by gender and presence of children in household, December 2012
                                                                                                                                                                              • Race and Hispanic Origin

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Incidence of flu higher among other ethnicities
                                                                                                                                                                                    • Figure 113: Robitussin online ad
                                                                                                                                                                                    • Figure 114: Use of OTC products to treat cold, flu, or allergies, by race/Hispanic origin, December 2012
                                                                                                                                                                                  • Determining how to treat ailments
                                                                                                                                                                                    • Figure 115: Ways to determine how to treat cold, flu, or allergies, by race/Hispanic origin, December 2012
                                                                                                                                                                                    • Figure 116: Cold, flu, allergy remedy information sources, by race/Hispanic origin, December 2012
                                                                                                                                                                                  • Attitudes toward OTC remedies
                                                                                                                                                                                    • Figure 117: Attitudes toward cold, flu, and allergy products, by race/Hispanic origin, December 2012
                                                                                                                                                                                  • Attributes sought in remedies
                                                                                                                                                                                    • Figure 118: Importance of cold, flu, and allergy product attributes, by race/Hispanic origin, December 2012
                                                                                                                                                                                  • Brand loyalty is prevalent
                                                                                                                                                                                    • Figure 119: Brand preferences for cold, flu, and allergy products, by race/Hispanic origin, December 2012
                                                                                                                                                                                    • Figure 120: Select attitudes toward remedies, by race/Hispanic origin, December 2012
                                                                                                                                                                                • Consumer Segmentation

                                                                                                                                                                                    • Figure 121: Target clusters, December 2012
                                                                                                                                                                                  • Cluster 1: Follow Doctor’s Orders
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Cluster 2: Illness Prone
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Cluster 3: Home Remedy Healers
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                                                                            • Figure 122: Ailments suffered past 12 months, by target clusters, December 2012
                                                                                                                                                                                                            • Figure 123: Use of OTC products to treat cold, flu, or allergies, by target clusters, December 2012
                                                                                                                                                                                                            • Figure 124: Ways to determine how to treat cold, flu, or allergies, by target clusters, December 2012
                                                                                                                                                                                                            • Figure 125: Cold, flu, allergy remedy information sources, by target clusters, December 2012
                                                                                                                                                                                                            • Figure 126: Attitudes toward cold, flu, and allergy products, by target clusters, December 2012
                                                                                                                                                                                                            • Figure 127: Brand preferences for cold, flu, and allergy products, by target clusters, December 2012
                                                                                                                                                                                                            • Figure 128: Attitudes toward remedies, by target clusters, December 2012
                                                                                                                                                                                                            • Figure 129: Importance of cold, flu, and allergy product attributes, by target clusters, December 2012
                                                                                                                                                                                                            • Figure 130: Remedy formats used, by target clusters, December 2012
                                                                                                                                                                                                            • Figure 131: Remedy formats not used but would be interested in trying, by target clusters, December 2012
                                                                                                                                                                                                            • Figure 132: Had a flu shot, by target clusters, December 2012
                                                                                                                                                                                                            • Figure 133: Agreement with attitudes toward health, by target clusters, December 2012
                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                            • Figure 134: Target clusters, by demographic, December 2012
                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                          • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                            • Cold/allergy/sinus liquids—U.S.
                                                                                                                                                                                                              • Cold/allergy/sinus tablets
                                                                                                                                                                                                                • Consumer insights on key purchase measures—cold/allergy/sinus tablets
                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                    • Figure 135: Brand map, selected brands of cold/allergy/sinus tablets, by household penetration, 2012*
                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                      • Figure 136: Key purchase measures for the top brands of cold/allergy/sinus tablets, by household penetration, 2012*
                                                                                                                                                                                                                    • Cold/allergy/sinus liquids
                                                                                                                                                                                                                      • Consumer insights on key purchase measures—cold/allergy/sinus liquids
                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                          • Figure 137: Brand map, selected brands of cold/allergy/sinus liquids, by household penetration, 2012*
                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                            • Figure 138: Key purchase measures for the top brands of cold/allergy/sinus liquids, by household penetration, 2012*
                                                                                                                                                                                                                        • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                            • Brand preference
                                                                                                                                                                                                                              • Figure 139: Brand preferences for cold, flu, and allergy products, by attitudes toward cold, flu, and allergy products (Part 1), December 2012
                                                                                                                                                                                                                              • Figure 140: Brand preferences for cold, flu, and allergy products, by attitudes toward cold, flu, and allergy products (Part 2), December 2012
                                                                                                                                                                                                                            • Treating ailments
                                                                                                                                                                                                                              • Figure 141: Use of OTC products to treat cold, flu, or allergies, by gender and age, December 2012
                                                                                                                                                                                                                            • Determining how to treat cold, flu, or allergies
                                                                                                                                                                                                                              • Figure 142: Cold, flu, allergy remedy information sources, by household income, December 2012
                                                                                                                                                                                                                              • Figure 143: Cold, flu, allergy remedy information sources, by employment status, December 2012
                                                                                                                                                                                                                              • Figure 144: Ways to determine how to treat cold, flu, or allergies, by repertoire of OTC remedy, December 2012
                                                                                                                                                                                                                            • Information sources
                                                                                                                                                                                                                              • Figure 145: Cold, flu, allergy remedy information sources, by gender and age, December 2012
                                                                                                                                                                                                                              • Figure 146: Brand preferences for cold, flu, and allergy products, by cold, flu, allergy remedy information sources (Part 1), December 2012
                                                                                                                                                                                                                              • Figure 147: Brand preferences for cold, flu, and allergy products, by cold, flu, allergy remedy information sources (Part 2), December 2012
                                                                                                                                                                                                                            • Attitudes toward OTC remedies
                                                                                                                                                                                                                              • Figure 148: Attitudes toward cold, flu, and allergy products, by cold, flu, allergy remedy information sources, December 2012
                                                                                                                                                                                                                              • Figure 149: Attitudes toward cold, flu, and allergy products, by cold, flu, allergy remedy information sources, December 2012
                                                                                                                                                                                                                              • Figure 150: Read ingredient labels, by education, December 2012
                                                                                                                                                                                                                            • Product attributes
                                                                                                                                                                                                                              • Figure 151: Importance of cold, flu, and allergy product attributes, by household income, December 2012
                                                                                                                                                                                                                              • Figure 152: Importance of cold, flu, and allergy product attributes, by attitudes toward cold, flu, and allergy products, December 2012
                                                                                                                                                                                                                              • Figure 153: Importance of cold, flu, and allergy product attributes, by attitudes toward cold, flu, and allergy products, December 2012
                                                                                                                                                                                                                            • Attitudes toward remedies
                                                                                                                                                                                                                              • Figure 154: Attitudes toward remedies, by gender and age, December 2012
                                                                                                                                                                                                                              • Figure 155: Attitudes toward remedies, by household income, December 2012
                                                                                                                                                                                                                            • Product introductions
                                                                                                                                                                                                                              • Figure 156: Allergy products launched, by claim, 2007-12
                                                                                                                                                                                                                              • Figure 157: Decongestive, cough, cold and flu relief products launched, by claim, 2007-12
                                                                                                                                                                                                                          • Appendix—Social Media

                                                                                                                                                                                                                            • Brand usage or awareness
                                                                                                                                                                                                                              • Figure 158: Brand usage or awareness, December 2012
                                                                                                                                                                                                                              • Figure 159: Zyrtec usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                              • Figure 160: Claritin usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                              • Figure 161: Mucinex usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                              • Figure 162: Allegra usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                              • Figure 163: NyQuil usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                              • Figure 164: Alka-Seltzer Plus usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                            • Interaction with brands
                                                                                                                                                                                                                              • Figure 165: Interaction with selected cold, flu and allergy remedy brands, December 2012
                                                                                                                                                                                                                              • Figure 166: Zyrtec—Interaction with selected brand, by demographics (Part 1), December 2012
                                                                                                                                                                                                                              • Figure 167: Zyrtec—Interaction with selected brand, by demographics (Part 2), December 2012
                                                                                                                                                                                                                              • Figure 168: Claritin—Interaction with selected brand, by demographics (Part 1), December 2012
                                                                                                                                                                                                                              • Figure 169: Claritin—Interaction with selected brand, by demographics (Part 2), December 2012
                                                                                                                                                                                                                              • Figure 170: Mucinex—Interaction with selected brand, by demographics (Part 1), December 2012
                                                                                                                                                                                                                              • Figure 171: Mucinex—Interaction with selected brand, by demographics (Part 2), December 2012
                                                                                                                                                                                                                              • Figure 172: Allegra—Interaction with selected brand, by demographics (Part 1), December 2012
                                                                                                                                                                                                                              • Figure 173: Allegra—Interaction with selected brand, by demographics (Part 2), December 2012
                                                                                                                                                                                                                              • Figure 174: NyQuil—Interaction with selected brand, by demographics (Part 1), December 2012
                                                                                                                                                                                                                              • Figure 175: NyQuil—Interaction with selected brand, by demographics (Part 2), December 2012
                                                                                                                                                                                                                              • Figure 176: Alka-Seltzer Plus—Interaction with selected brand, by demographics (Part 1), December 2012
                                                                                                                                                                                                                              • Figure 177: Alka-Seltzer Plus—Interaction with selected brand, by demographics (Part 2), December 2012
                                                                                                                                                                                                                            • Online conversations
                                                                                                                                                                                                                              • Figure 178: Percentage of consumer conversation by selected cold, flu and allergy remedies brands, February 5, 2013-March 4, 2013
                                                                                                                                                                                                                              • Figure 179: Online mentions, selected cold, flu and allergy remedies brands, percent of daily mentions, by day, Feb. 5, 2013-March 4, 2013
                                                                                                                                                                                                                              • Figure 180: mentions by page type, selected cold, flu and allergy remedies brands, Feb. 5, 2013-March 4, 2013
                                                                                                                                                                                                                              • Figure 181: Mentions by type of conversation, selected cold, flu and allergy remedies brands, Feb. 5, 2013-March 4, 2013
                                                                                                                                                                                                                              • Figure 182: Major areas of discussion surrounding cold, flu and allergy remedies brands, percent of daily mentions, by day, Feb. 5, 2013-March 4, 2013
                                                                                                                                                                                                                              • Figure 183: Major areas of discussion surrounding cold, flu and allergy remedies brands, by page type, Feb. 5, 2013-March 4, 2013
                                                                                                                                                                                                                          • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                              • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • Chattem, Inc.
                                                                                                                                                                                                                                • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                                                • Family Dollar Stores, Inc
                                                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                                                • Johnson & Johnson
                                                                                                                                                                                                                                • Merck & Co. Inc.
                                                                                                                                                                                                                                • Novartis Pharmaceuticals Corporation
                                                                                                                                                                                                                                • Pfizer Consumer Health Care Group (US)
                                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                                • Reckitt Benckiser USA
                                                                                                                                                                                                                                • U.S. Consumer Product Safety Commission
                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                • World Health Organization

                                                                                                                                                                                                                                Cold, Flu and Allergy Remedies - US - April 2013

                                                                                                                                                                                                                                £3,199.84 (Excl.Tax)