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Cough and Throat Remedies - US - May 2010

The US cough and throat remedy market is driven by a range of factors, including the seasonal severity of colds and flu; population growth among children, seniors, and women, particularly those with young children (who are all more susceptible to contracting colds and flu); and the recession, which has further spurred the trend for self-diagnosis and self-medicating. Rising rates of unemployment and uninsured, which also impact consumers’ use of OTC cough and throat remedies, are also considered. This report closely analyzes these factors, and provides in-depth examination of the following:

  • Opportunities to grow sales in the market, from on-the-go remedies to technological applications of personal media devices
  • The increasing value of private label during the recession, and how national brands are innovating to compete
  • Why the cough drop segment continues to outsell other segments in the market
  • How drug stores maintain their top position in the retail landscape
  • The increasing popularity of homeopathic remedies and their impact on the OTC market
  • Key analysis of top branding strategies

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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 grows due to H1N1 pandemic, key population growth, and the recession
                        • Cough drops far outsell cough syrup and sore throat remedies
                          • Drug stores continue to lead retail channels
                            • Market driven by seasonal flu severity, specific demographic population growth, recessionary self-diagnosis/medication
                              • Seasonal severity
                                • Population growth
                                  • Self-diagnosis/medication
                                    • Growing Hispanic population spells opportunity
                                      • Cadbury Adams leads FDMx market based on sales of Halls
                                        • Consumer reported ailments
                                          • Seeking treatment
                                            • Product types used
                                              • Brands purchased
                                                • Product selection and concerns
                                                  • Race and Hispanic origin
                                                  • Insights and Opportunities

                                                    • Convenient, discreet remedies for the busy consumer
                                                      • The pitch: Remedies on the go
                                                        • The support: Unique delivery systems
                                                          • The iPhone app for cough and throat remedies
                                                            • The pitch: Technology comes to the aid of sufferers
                                                              • The support: Endless opportunities
                                                                • Clearing up confusion in the cough/throat remedy aisle
                                                                  • The pitch: the tyranny of choice
                                                                    • The solution: clear guides
                                                                    • Inspire Insights

                                                                        • Trend Observation: Cough Recognition Technology
                                                                          • What it’s about
                                                                            • Everything but the kitchen sink
                                                                              • From identification to treatment
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Growth largely depends on the severity of cold and flu seasons
                                                                                    • The recession also plays a role in self-diagnosis/medicating
                                                                                      • Population growth among children and seniors is minimal, but women show substantial increase
                                                                                        • Sales and forecast of cough and throat remedies
                                                                                          • Figure 1: FDMx retail sales and forecast of cough and throat remedies, at current prices, 2004-14
                                                                                          • Figure 2: FDMx retail sales and forecast of cough and throat remedies, at inflation-adjusted prices, 2004-14
                                                                                        • Walmart sales
                                                                                        • Competitive Context

                                                                                          • Private label comes to the fore during the recession
                                                                                            • Figure 3: Share of private label and branded new product launches of decongestive, cough, cold and flu relief products, 2004-09
                                                                                          • Recession drives sales as sufferers fear missing work
                                                                                            • Homeopathic remedies compete with OTC
                                                                                            • Segment Performance

                                                                                              • Key points
                                                                                                • Cough drops and syrup sell most while sore throat remedies decline
                                                                                                  • Sales of cough and throat remedies, by segment
                                                                                                    • Figure 4: Sales of cough and throat remedies, segmented by type, 2008 and 2009
                                                                                                • Segment Performance—Cough Drops

                                                                                                  • Key points
                                                                                                    • Drops offer convenience and utility
                                                                                                      • Some use cough drops for other reasons
                                                                                                        • Non-medicated formulation likely attracts users
                                                                                                          • Sales and forecast of cough drops
                                                                                                            • Figure 5: FDMx sales and forecast of cough drops, at current prices, 2004-14
                                                                                                        • Segment Performance—Cough Syrup

                                                                                                          • Key points
                                                                                                            • Cough syrup grows steadily
                                                                                                              • Sales and forecast of cough syrup
                                                                                                                • Figure 6: FDMx retail sales and forecast of cough syrup, at current prices, 2004-14
                                                                                                            • Segment Performance—Sore Throat Remedies

                                                                                                              • Key point
                                                                                                                • Sore throat remedies underperform
                                                                                                                  • Sales and forecast of sore throat remedies
                                                                                                                    • Figure 7: FDMx retail sales and forecast of sore throat remedies, at current prices, 2004-14
                                                                                                                • Retail Channels

                                                                                                                  • Key points
                                                                                                                    • Drug channel outsells all other FDMx outlets
                                                                                                                      • Sales of cough and throat remedies, by channel
                                                                                                                        • Figure 8: FDMx sales of cough and throat remedies, by channel, 2008 and 2009
                                                                                                                    • Retail Channels—Drug Stores

                                                                                                                      • Key points
                                                                                                                        • Drug stores maintain role as top OTC healthcare destination
                                                                                                                          • Drug store sales of cough and throat remedies
                                                                                                                            • Figure 9: U.S. drug store sales of cough and throat remedies, at current prices, 2004-09
                                                                                                                        • Retail Channels—Other FDMx Outlets

                                                                                                                          • Key point
                                                                                                                            • Other FDMx stores fail to compete with drug stores
                                                                                                                              • Other FDMx store sales of cough and throat remedies
                                                                                                                                • Figure 10: U.S. other FDMx store sales of cough and throat remedies, at current prices, 2004-09
                                                                                                                            • Market Drivers

                                                                                                                              • Seasonal flu severity drives OTC cough and throat remedy sales
                                                                                                                                  • Figure 11: U.S. seasonal flu severity, 2001/02-2007/08
                                                                                                                                • Child and senior populations grow; they are most likely to develop complications from flu
                                                                                                                                    • Figure 12: U.S. population, by age, 2005-15
                                                                                                                                    • Figure 13: U.S. female population, by age, 2005-15
                                                                                                                                  • Self diagnosis/treatment is popular during the recession
                                                                                                                                    • Number of uninsured remains high
                                                                                                                                      • Figure 14: U.S. number of uninsured, 2000-08
                                                                                                                                    • High unemployment rate persists
                                                                                                                                      • Figure 15: U.S. unemployment rate, 2004-09
                                                                                                                                    • Hispanic population growth presents manufacturers with opportunity
                                                                                                                                        • Figure 16: U.S. Hispanic population, by age, 2005-15
                                                                                                                                    • Leading Companies

                                                                                                                                      • Key points
                                                                                                                                        • Cadbury Adams leads with one brand: Halls
                                                                                                                                          • Reckitt Benckiser and Ricola surge
                                                                                                                                            • Manufacturer sales of cough and throat remedies
                                                                                                                                              • Figure 17: Select manufacturer FDMx sales of cough and throat remedies in the U.S., 2009-10
                                                                                                                                          • Brand Share—Cough Drops

                                                                                                                                            • Key points
                                                                                                                                              • Halls far outsells all other brands
                                                                                                                                                • Ricola grows more than any other brand
                                                                                                                                                  • Manufacturer and brand sales of cough drops
                                                                                                                                                    • Figure 18: Selected FDMx brand sales and market share of cough drops in the U.S., 2009-10
                                                                                                                                                • Brand Share—Cough Syrup

                                                                                                                                                  • Key points
                                                                                                                                                    • Delsym and Robitussin DM Max push the segment forward; P&G flatlines
                                                                                                                                                      • Private label soars
                                                                                                                                                        • Manufacturer and brand sales of cough syrup
                                                                                                                                                          • Figure 19: Selected FDMx brand sales and market share of cough syrup in the U.S., 2009-10
                                                                                                                                                      • Brand Share—Sore Throat Remedies

                                                                                                                                                        • Key points
                                                                                                                                                          • Chloraseptic leads, but the segment is static
                                                                                                                                                            • Manufacturer and brand sales of sore throat remedies
                                                                                                                                                              • Figure 20: Selected FDMx brand sales and market share of sore throat remedies in the U.S., 2009-10
                                                                                                                                                          • Innovation and Innovators

                                                                                                                                                            • Homeopathic, fast-acting products experience growth
                                                                                                                                                                • Figure 21: Claim trends in decongestive, cough, cold and flu relief product launches, 2004-09
                                                                                                                                                              • Homeopathic/herbal/natural ingredients
                                                                                                                                                                • Fast acting
                                                                                                                                                                • Brands and the Advertising Landscape

                                                                                                                                                                  • Overview
                                                                                                                                                                    • Brand analysis: Halls
                                                                                                                                                                      • Figure 22: Halls Refresh television ad, 2009
                                                                                                                                                                      • Figure 23: Halls Refresh television ad, 2009
                                                                                                                                                                    • Brand analysis: Sucrets
                                                                                                                                                                      • Figure 24: Sucrets Complete television ad, 2009
                                                                                                                                                                    • Brand analysis: Ricola
                                                                                                                                                                      • Figure 25: Ricola television ad, 2009
                                                                                                                                                                  • Ailments

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Incidence of cough/cold/sore throat is high
                                                                                                                                                                        • Figure 26: Ailments suffered in past 12 months, by gender, February 2010
                                                                                                                                                                        • Figure 27: Ailments suffered in past 12 months, by age, February 2010
                                                                                                                                                                        • Figure 28: Ailments suffered in past 12 months, by household income, February 2010
                                                                                                                                                                    • Treatment

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Most take OTC remedies for ailments
                                                                                                                                                                          • Figure 29: Treatment approach for cough, colds and sore throat, February 2010
                                                                                                                                                                        • Ailment-specific
                                                                                                                                                                          • A look at coughs: Boomers are the most likely to treat with OTC
                                                                                                                                                                            • Figure 30: Treatment approach for cough, by gender, February 2010
                                                                                                                                                                            • Figure 31: Treatment approach for cough, by age, February 2010
                                                                                                                                                                          • Colds: Women treat with home remedies more than men
                                                                                                                                                                            • Figure 32: Treatment approach for cold, by gender, February 2010
                                                                                                                                                                            • Figure 33: Treatment approach for cold, by age, February 2010
                                                                                                                                                                          • Sore throats: Women use home remedies more than men
                                                                                                                                                                            • Figure 34: Treatment approach for sore throat, by gender, February 2010
                                                                                                                                                                            • Figure 35: Treatment approach for sore throat, by age, February 2010
                                                                                                                                                                        • Product Types Used

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Most use cough drops to treat cough/sore throat
                                                                                                                                                                              • Figure 36: Products used for cough/sore throat, by gender, February 2010
                                                                                                                                                                              • Figure 37: Products used for cough/sore throat, by age, February 2010
                                                                                                                                                                              • Figure 38: Products used for cough/sore throat, by household income, February 2010
                                                                                                                                                                            • Most use general purpose cough/throat remedies
                                                                                                                                                                                • Figure 39: Product specifications for cough/sore throat, by gender, February 2010
                                                                                                                                                                                • Figure 40: Product specifications for cough/sore throat, by age, February 2010
                                                                                                                                                                                • Figure 41: Product specifications for cough/sore throat, by household income, February 2010
                                                                                                                                                                            • Brands Purchased

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Robitussin, Vicks most-purchased cough syrup brands
                                                                                                                                                                                  • Figure 42: Cough syrup brands purchased, by gender and age, April 2008-June 2009
                                                                                                                                                                                • Halls the most popular sore throat remedy
                                                                                                                                                                                  • Figure 43: Sore throat remedy brands purchased, by gender and age, April 2008-June 2009
                                                                                                                                                                              • Product Selection and Concerns

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Most seek a product that alleviates their specific symptoms
                                                                                                                                                                                      • Figure 44: Product selection and recommendations for cough/sore throat, by gender, February 2010
                                                                                                                                                                                      • Figure 45: Product selection and recommendations for cough/sore throat, by age, February 2010
                                                                                                                                                                                    • Most keep remedies on hand; more than half are overwhelmed by selection
                                                                                                                                                                                        • Figure 46: Concerns regarding cough/sore throat products, by gender, February 2010
                                                                                                                                                                                        • Figure 47: Concerns regarding cough/sore throat products, by age, February 2010
                                                                                                                                                                                        • Figure 48: Concerns regarding cough/sore throat products, by household income, February 2010
                                                                                                                                                                                    • Important Attributes

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Fast-acting, convenient, affordable remedies are most important
                                                                                                                                                                                          • Figure 49: Important attributes regarding cough/sore throat products, by gender, February 2010
                                                                                                                                                                                          • Figure 50: Important attributes regarding cough/sore throat products, by age, February 2010
                                                                                                                                                                                          • Figure 51: Important attributes regarding cough/sore throat products, by household income, February 2010
                                                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Ailments suffered among ethnicities
                                                                                                                                                                                            • Figure 52: Ailments suffered in past 12 months, by race/Hispanic origin, February 2010
                                                                                                                                                                                          • Treatment approach by ailment
                                                                                                                                                                                            • Figure 53: Treatment approach for cough, by race/Hispanic origin, February 2010
                                                                                                                                                                                          • Types of products used
                                                                                                                                                                                            • Figure 54: Types of products used, by race/Hispanic origin, February 2010
                                                                                                                                                                                          • Product selection and recommendation by race/Hispanic origin
                                                                                                                                                                                            • Figure 55: Product selection and recommendations for cough/sore throat, by race/Hispanic origin, February 2010
                                                                                                                                                                                          • Product concerns among ethnicities
                                                                                                                                                                                            • Figure 56: Concerns regarding cough/sore throat products, by race/Hispanic origin, February 2010
                                                                                                                                                                                          • Important product attributes among black and Hispanic consumers
                                                                                                                                                                                            • Figure 57: Important attributes regarding cough/sore throat products, by race/Hispanic origin, February 2010
                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                            • Back to Basics
                                                                                                                                                                                              • Who they are
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Experimenters
                                                                                                                                                                                                    • Who they are
                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                        • Reactors
                                                                                                                                                                                                          • Who they are
                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                                                • Figure 58: Cough and sore throat remedies clusters, February 2010
                                                                                                                                                                                                                • Figure 59: Product specifications for cough/sore throat, by cough/sore throat clusters, February 2010
                                                                                                                                                                                                                • Figure 60: Product selection and recommendations for cough/sore throat, by cough/sore throat clusters, February 2010
                                                                                                                                                                                                                • Figure 61: Concerns regarding cough/sore throat products, by cough/sore throat clusters, February 2010
                                                                                                                                                                                                                • Figure 62: Important attributes regarding cough/sore throat products, by cough/sore throat clusters, February 2010
                                                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                                                • Figure 63: Cough and sore throat remedies clusters, by gender, February 2010
                                                                                                                                                                                                                • Figure 64: Cough and sore throat remedies clusters, by age, February 2010
                                                                                                                                                                                                                • Figure 65: Cough and sore throat remedies clusters, by household income, February 2010
                                                                                                                                                                                                                • Figure 66: Cough and sore throat remedies clusters, by race/Hispanic origin, February 2010
                                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Unemployed are less likely than full-time workers to use OTC remedies, and more likely to try home remedies and rest
                                                                                                                                                                                                                      • Figure 67: Treatment approach for cough, by employment status, February 2010
                                                                                                                                                                                                                      • Figure 68: Treatment approach for cold, by employment status, February 2010
                                                                                                                                                                                                                      • Figure 69: Treatment approach for sore throat, by employment status, February 2010
                                                                                                                                                                                                                    • Unemployed are less likely than full-time workers to keep remedies on hand and to try new products
                                                                                                                                                                                                                        • Figure 70: Concerns regarding cough/sore throat products, by employment status, February 2010
                                                                                                                                                                                                                    • SymphonyIRI/Builders Panel Data

                                                                                                                                                                                                                        • Cough/sore throat drops
                                                                                                                                                                                                                          • Consumer insights on key purchase measures
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                              • Figure 71: Brand map, selected brands of cough/sore throat drops, buying rate by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                • Figure 72: Key purchase measures for the top brands of cough/sore throat drops, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                              • Cough syrup (including sore throat remedy liquids)
                                                                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 73: Brand map, selected brands of cough syrup, buying rate by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                      • Figure 74: Key purchase measures for the top brands of cough syrup, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                    • Impact of income on treatment
                                                                                                                                                                                                                                      • Figure 75: Treatment approach for cough, by household income, February 2010
                                                                                                                                                                                                                                      • Figure 76: Treatment approach for cold, by household income, February 2010
                                                                                                                                                                                                                                      • Figure 77: Treatment approach for sore throat, by household income, February 2010
                                                                                                                                                                                                                                    • Product selection and concerns
                                                                                                                                                                                                                                      • Figure 78: Product selection and recommendations for cough/sore throat, by household income, February 2010
                                                                                                                                                                                                                                  • Appendix: SymphonyIRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                      • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                        • Airborne Inc
                                                                                                                                                                                                                                        • Cadbury Adams USA LLC
                                                                                                                                                                                                                                        • Cellular Telecommunications and Internet Association (CTIA)
                                                                                                                                                                                                                                        • Chain Drug Marketing Association
                                                                                                                                                                                                                                        • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                                                        • CVS Caremark Corporation
                                                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                                                        • Food and Drug Administration
                                                                                                                                                                                                                                        • GlaxoSmithKline (USA)
                                                                                                                                                                                                                                        • Google, Inc.
                                                                                                                                                                                                                                        • Greenfield Online
                                                                                                                                                                                                                                        • Johnson & Johnson
                                                                                                                                                                                                                                        • Prestige Brands Holdings, Inc.
                                                                                                                                                                                                                                        • Procter & Gamble USA
                                                                                                                                                                                                                                        • Reckitt Benckiser USA
                                                                                                                                                                                                                                        • Ricola Usa Inc.
                                                                                                                                                                                                                                        • Safeway Inc
                                                                                                                                                                                                                                        • Telecommunications Industry Association (TIA)
                                                                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                        • U.S. Consumer Product Safety Commission
                                                                                                                                                                                                                                        • Walgreen Co
                                                                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                                                                        • World Health Organization
                                                                                                                                                                                                                                        • World Self-Medication Industry
                                                                                                                                                                                                                                        • Wyeth

                                                                                                                                                                                                                                        Cough and Throat Remedies - US - May 2010

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