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Cough, Cold and Sore Throat Remedies - US - May 2009

The U.S. cold, cough, and sore throat remedies market is driven by a diverse range of factors, including the incidence of colds and flu, growth in the child, senior, female, and Hispanic populations, and a growing trend to self-diagnose and self-treat minor ailments. Beyond analysis of these drivers, this report also offers extensive examination of the following:

  • Competition from natural and homeopathic remedies, which have steadily gained popularity in the U.S., and OTC remedy manufacturers’ attempts to capitalize on the trend
  • The evident desire among sufferers for more single-symptom remedies, which is only recently being met by manufacturers
  • The role of pharmacies in attracting customers to the OTC remedy aisle
  • The damage done to the market by infant product recalls, FDA restrictions, and decreasing consumer confidence in the safety and efficacy of OTC treatments

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Table of contents

  1. Scope and Themes

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

                    • Market grows despite recession
                      • Drug stores top retailers due to proliferation of pharmacies
                        • Diverse drivers fuel the market
                          • Johnson & Johnson/McNeil lead but Mucinex grows; private label keeps pace
                            • Getting sick
                              • Treatment and effectiveness
                                • Selecting medicine
                                  • Race & Hispanic origin
                                  • Insights and Opportunities

                                    • Marketing OTC remedies in a recession
                                      • The pitch: Safe spending
                                        • The support: Money-back guarantee, less is more, protect now—save later
                                          • Putting a natural spin on remedies
                                            • The pitch: Nature knows best
                                              • The support: Herb – and vitamin-infused remedies
                                                • Making selecting medicine easier
                                                  • The pitch
                                                    • The support
                                                    • Inspire Insights

                                                        • Trend: Deseasonalization
                                                          • To everything there is a season?
                                                            • Treating the year-round affliction
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Incidence of cold/flu, population factors, low health insurance rates drive sales into the future
                                                                  • Ups and downs of FDA regulations and the tightening economy
                                                                    • Sales and forecast of cough/cold/sore throat remedies
                                                                      • Figure 1: FDMx sales of cough, cold, & throat remedies, at current prices, 2003-13
                                                                      • Figure 2: FDMx sales of cough, cold, & throat remedies, at inflation-adjusted prices, 2003-13
                                                                    • Walmart sales
                                                                    • Competitive Context

                                                                      • Homeopathic/natural remedies compete with OTC medicines
                                                                        • Many still use home remedies rather than OTC treatments
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Cold/allergy/sinus tablets comprise more than half of the market
                                                                              • Sales of cold/allergy/sinus/sore throat remedies, by segment
                                                                                • Figure 3: FDMx sales of cough, cold, & throat remedies, segmented by type, 2006 & 2008
                                                                            • Segment Performance—Cold/Allergy/Sinus Tablets

                                                                              • Key points
                                                                                • Tablets signify convenience, benefit from Rx switch
                                                                                  • Sales and forecast of cold/allergy/sinus tablets
                                                                                    • Figure 4: FDMx sales of cold/allergy/sinus tablets, at current prices, 2003-13
                                                                                • Segment Performance—Cold/Allergy/Sinus Liquids

                                                                                  • Key points
                                                                                    • Liquids hurt by recalls, FDA restrictions
                                                                                      • Sales and forecast of cold/allergy/sinus liquids
                                                                                        • Figure 5: FDMx sales s of cold/allergy/sinus liquids, at current prices, 2003-13
                                                                                    • Segment Performance—Nasal Products

                                                                                      • Key points
                                                                                        • Nasal products represent safe alternative to pediatric liquids
                                                                                          • Sales and forecast of nasal products
                                                                                            • Figure 6: FDMx sales of nasal products, at current prices, 2003-13
                                                                                        • Segment Performance—Cough Drops

                                                                                          • Key points
                                                                                            • Cough drops also represent convenience and utility
                                                                                              • Non-medicated positioning and single-symptom relief attractive
                                                                                                • Sales and forecast of cough drops
                                                                                                  • Figure 7: FDMx sales of cough drops, at current prices, 2003-13
                                                                                              • Segment Performance—Cough Syrup/Sore Throat Liquids

                                                                                                • Key points
                                                                                                  • Syrups/sore throat liquids face similar challenges to cold liquids
                                                                                                    • Sales and forecast of cough syrup/sore throat liquids
                                                                                                      • Figure 8: FDMx sales of cough syrup/sore throat liquids, at current prices, 2003-13
                                                                                                  • Retail Channels

                                                                                                    • Key points
                                                                                                      • Drug stores most equated with healthcare
                                                                                                        • Sales of cough, cold, & throat remedies, by channel
                                                                                                          • Figure 9: FDMx sales of cough, cold, & throat remedies, by channel, 2006 and 2008
                                                                                                      • Retail Channels—Drug Stores

                                                                                                        • Key points
                                                                                                          • Pharmacies mean bigger OTC business
                                                                                                            • Store brands give drug channels added advantage
                                                                                                              • Drug store sales of cough, cold and throat remedies
                                                                                                                • Figure 10: U.S. drug store sales of cough, cold, & throat remedies, at current prices, 2003-08
                                                                                                            • Retail Channels—Other: Supermarkets & Mass

                                                                                                              • Key points
                                                                                                                • Other channels without pharmacies have tough time competing
                                                                                                                  • Other channel sales of cold/allergy/sinus remedies
                                                                                                                    • Figure 11: U.S. other* channel sales of cough, cold, & throat remedies, at current prices, 2003-08
                                                                                                                • Market Drivers

                                                                                                                  • Incidence of cold and flu
                                                                                                                      • Figure 12: U.S. seasonal flu severity, 2001-08
                                                                                                                    • Child, female, and elderly population growth means more sufferers
                                                                                                                      • Figure 13: Population, by age, 2004-14
                                                                                                                      • Figure 14: Female population, by age, 2004-14
                                                                                                                    • Self-diagnosis/treatment trend continues to aid OTC sales
                                                                                                                      • Outcome
                                                                                                                        • Figure 15: Treating a cough/cold/sore throat/flu, February 2009
                                                                                                                      • Growing Hispanic population spells opportunity for OTC remedy marketers
                                                                                                                        • Figure 16: Cough/cold/sore throat and related conditions experienced in past 12 months, by race/Hispanic origin, February 2009
                                                                                                                      • Bottom line
                                                                                                                        • Figure 17: Population, by race and Hispanic origin, 2004-14
                                                                                                                    • Leading Companies

                                                                                                                        • Key points
                                                                                                                          • Johnson & Johnson/McNeil continues to lead
                                                                                                                            • Private label benefits from tough economy
                                                                                                                              • Manufacturer sales of cough, cold, & throat remedies
                                                                                                                                • Figure 18: Manufacturer FDMx sales of cough, cold, & throat remedies in the U.S., 2008 and 2009
                                                                                                                            • Brand Share—Cold/Allergy/Sinus Tablets

                                                                                                                              • Key points
                                                                                                                                • Tylenol and Sudafed drop as Mucinex increases share
                                                                                                                                  • Private label will stiffen competition in the future
                                                                                                                                    • Manufacturer and brand sales of cold/allergy/sinus tablets
                                                                                                                                      • Figure 19: Selected brand FDMx sales and market share of cold/allergy/sinus tablets, 2008-09
                                                                                                                                  • Brand Share—Cold/Allergy/Sinus Liquids

                                                                                                                                    • Key points
                                                                                                                                      • Most leading cold liquids drop, while private label surges
                                                                                                                                        • Manufacturer and brand sales of cold/allergy/sinus liquids
                                                                                                                                          • Figure 20: Selected brand FDMx sales and market share of cold/allergy/sinus liquids, 2008-09
                                                                                                                                      • Brand Share—Nasal Spray/Drops/Inhaler

                                                                                                                                        • Key point
                                                                                                                                          • NeilMed outpaces most medicated sprays
                                                                                                                                            • Manufacturer and brand sales of nasal spray/drops/inhaler
                                                                                                                                              • Figure 21: Selected brand FDMx sales and market share of nasal spray/drops/inhaler, 2008-09
                                                                                                                                          • Brand Share—Cough Drops

                                                                                                                                            • Key points
                                                                                                                                              • Halls leads with brand extensions, but sales fluctuate
                                                                                                                                                • Ricola leverages herbal angle
                                                                                                                                                  • Manufacturer and brand sales of cough drops
                                                                                                                                                    • Figure 22: Selected brand FDMx sales and market share of cough drops, 2008-09
                                                                                                                                                • Brand Share—Cough Syrup/Sore Throat Liquids

                                                                                                                                                  • Key points
                                                                                                                                                    • Wyeth and Adams vie for top position, P&G sees strength in Vicks Custom Care
                                                                                                                                                      • Manufacturer and brand sales of cough syrup/sore throat liquids
                                                                                                                                                        • Figure 23: Selected brand FDMx sales and market share of cough syrup/sore throat liquids, 2008-09
                                                                                                                                                    • Natural Channel/SPINS

                                                                                                                                                        • Natural channel sales of cold and flu remedies
                                                                                                                                                          • Figure 24: Natural product supermarket retail sales of cold and flu remedies, at current and inflation-adjusted prices, 2007-09
                                                                                                                                                        • Implications
                                                                                                                                                          • Natural channel sales by segment
                                                                                                                                                            • Figure 25: Natural product supermarket retail sales of cold and flu remedies by segment, 2007-09
                                                                                                                                                        • Brand Qualities

                                                                                                                                                          • Cough drops vie for originality
                                                                                                                                                            • Store brands leverage value as household budgets tighten
                                                                                                                                                              • Demand for natural/alternative ingredients spurs “natural” positioning bids
                                                                                                                                                                • Symptom-specific comes to the fore with Vicks
                                                                                                                                                                • Innovation and Innovators

                                                                                                                                                                  • Natural/homeopathic/herbal remedies
                                                                                                                                                                    • Figure 26: Claim trends in decongestive, cough, cold & flu relief launches, 2003-08
                                                                                                                                                                  • Non-natural products also making use of natural positioning:
                                                                                                                                                                    • Kids’ remedies
                                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                                      • Tylenol
                                                                                                                                                                        • Building goodwill
                                                                                                                                                                          • Web and TV marketing
                                                                                                                                                                            • Figure 27: J&J Tylenol Cold Multi-Symptom Rapid Release, 2008
                                                                                                                                                                          • Sudafed
                                                                                                                                                                            • Figure 28: J&J Sudafed, 2008
                                                                                                                                                                          • Mucinex
                                                                                                                                                                            • Figure 29: Adams Respiratory Therapeutics Mucinex DM, 2008
                                                                                                                                                                          • Vicks
                                                                                                                                                                            • Figure 30: Procter & Gamble Vicks Formula 44 Custom Care, 2008
                                                                                                                                                                          • Halls
                                                                                                                                                                            • Figure 31: Cadbury Schweppes Halls Naturals, 2008
                                                                                                                                                                        • Getting Sick

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Incidence of cough, cold, sore throat, and related conditions
                                                                                                                                                                              • Figure 32: Cough/cold/sore throat and related conditions experienced in past 12 months, by gender and age, February 2009
                                                                                                                                                                              • Figure 33: Cough/cold/sore throat and related conditions experienced in past 12 months, by presence of children in household, February 2009
                                                                                                                                                                            • Frequency of suffering in past 12 months
                                                                                                                                                                              • Figure 34: Number of cold/flu/sinus conditions experienced in past 12 months, by gender and age, July 2007-September 2008
                                                                                                                                                                          • Treatment

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Treatment methods
                                                                                                                                                                                • Figure 35: Treating a cough/cold/sore throat/flu, February 2009
                                                                                                                                                                              • Women tend towards multi-remedy approach; older adults, vitamins
                                                                                                                                                                                • Figure 36: Treating a cough or cold, by gender and age, February 2009
                                                                                                                                                                                • Figure 37: Treating a sore throat or flu, by gender and age, February 2009
                                                                                                                                                                              • OTC remedy use higher among women, older respondents need convincing
                                                                                                                                                                                • Figure 38: Treating cough/cold/sore throat/flu with OTC remedies, by gender and age, February 2009
                                                                                                                                                                                • Figure 39: Keeping OTC remedies on hand, by gender and age, February 2009
                                                                                                                                                                            • Treatment types

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Types and kinds of cough syrup and sore throat products used
                                                                                                                                                                                  • Figure 40: Types of cough syrup and sore throat products used, by gender and age July 2007-September 2008
                                                                                                                                                                                • Frequency of use by ailment
                                                                                                                                                                                  • Figure 41: Frequency of use of cold/allergy/sinus remedies, by gender and age, July 2007-September 2008
                                                                                                                                                                                  • Figure 42: Number of times during the day cough syrup and sore throat products are used, by gender and age, July 2007-September 2008
                                                                                                                                                                                • Cold/allergy/sinus remedy formulas used
                                                                                                                                                                                  • Figure 43: Cold/allergy/sinus remedy formula used, by gender and age, July 2007-September 2008
                                                                                                                                                                              • Effectiveness of Cough/Cold Medicine

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Attitudes about the efficacy of remedies
                                                                                                                                                                                    • Figure 44: Effectiveness of cold/cough medicine, February 2009
                                                                                                                                                                                • Selecting Medicine

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Important characteristics when selecting cold/cough medicine
                                                                                                                                                                                      • Figure 45: Important characteristics when selecting cold/cough medicine, by gender, February 2009
                                                                                                                                                                                    • Seeking guidance
                                                                                                                                                                                        • Figure 46: Research and input in selecting cough/cold/sore throat/flu remedies, by gender, February 2009
                                                                                                                                                                                        • Figure 47: Research and input in selecting cough/cold/sore throat/flu remedies, by age, February 2009
                                                                                                                                                                                    • Safety Concerns

                                                                                                                                                                                      • Key point
                                                                                                                                                                                        • Concerns about medicine safety
                                                                                                                                                                                          • Figure 48: Concerns about medicine safety, by gender, February 2009
                                                                                                                                                                                      • Homeopathic and Natural/Alternative Remedies

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Use of homeopathic remedies
                                                                                                                                                                                            • Figure 49: Homeopathic remedies for cough/cold/sore throat/flu, by gender, February 2009
                                                                                                                                                                                            • Figure 50: Homeopathic remedies for cough/cold/sore throat/flu, by age, February 2009
                                                                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Treatment among ethnicities
                                                                                                                                                                                              • Figure 51: Treating a cough/cold/sore throat/flu, by race & Hispanic origin, February 2009
                                                                                                                                                                                              • Figure 52: Treating cough/cold/sore throat/flu with OTC remedies, by race & Hispanic origin, February 2009
                                                                                                                                                                                              • Figure 53: Ailments for which cold/allergy/sinus remedies were used in the past 12 months, by race & Hispanic origin, July 2007-September 2008
                                                                                                                                                                                            • Selecting medicine among ethnicities
                                                                                                                                                                                              • Figure 54: Research and input in selecting cough/cold/sore throat/flu remedies, by race & Hispanic origin, February 2009
                                                                                                                                                                                            • Homeopathic remedies and ethnicities
                                                                                                                                                                                              • Figure 55: Homeopathic remedies for cough/cold/sore throat/flu, by race & Hispanic origin, February 2009
                                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                                              • Happy and (relatively) healthy
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Gentle and easy
                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                      • Open-minded sufferers
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                            • Figure 56: Cough, cold and throat clusters, February 2009
                                                                                                                                                                                                            • Figure 57: Cough/cold/sore throat and related conditions experienced in past 12 months, by cough, cold and throat clusters, February 2009
                                                                                                                                                                                                            • Figure 58: Treating cough/cold/sore throat/flu with OTC remedies, by cough, cold and throat cluster, February 2009
                                                                                                                                                                                                            • Figure 59: Important characteristics when selecting cold/cough medicine, by cough, cold and throat cluster, February 2009
                                                                                                                                                                                                            • Figure 60: Research and input in selecting cough/cold/sore throat/flu remedies, by cough, cold and throat cluster, February 2009
                                                                                                                                                                                                            • Figure 61: Attitudes towards and concerns about medicine, by cough, cold and throat cluster, February 2009
                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                            • Figure 62: Cough, cold and throat clusters by gender, February 2009
                                                                                                                                                                                                            • Figure 63: Cough, cold and throat clusters by age, February 2009
                                                                                                                                                                                                            • Figure 64: Cough, cold and throat clusters by HH income, February 2009
                                                                                                                                                                                                            • Figure 65: Cough, cold and throat clusters by race/hispanic origin, February 2009
                                                                                                                                                                                                          • Methodology
                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Moms represent key opportunity with right marketing mix
                                                                                                                                                                                                                • Moms prefer OTC, home remedies over doctor visits
                                                                                                                                                                                                                    • Figure 66: Treating a cough/cold/sore throat/flu among moms vs. dads, February 2009
                                                                                                                                                                                                                  • Multi-symptom products may best suit moms
                                                                                                                                                                                                                    • Figure 67: Treating cough/cold/sore throat/flu with OTC remedies among moms vs. dads, February 2009
                                                                                                                                                                                                                  • Moms still require more from their remedies
                                                                                                                                                                                                                      • Figure 68: Effectiveness of cold/cough medicine among moms vs. dads, February 2009
                                                                                                                                                                                                                    • Moms keep remedies on hand more than dads
                                                                                                                                                                                                                        • Figure 69: Keeping OTC remedies on hand among moms vs. dads, February 2009
                                                                                                                                                                                                                    • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                        • Nasal spray/drops/inhaler
                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                            • Figure 70: Brand map, selected brands of nasal spray/drops/inhaler, by household penetration, 2008
                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                              • Figure 71: Key purchase measures for the top brands of nasal spray/drops/inhaler, by household penetration, 2008
                                                                                                                                                                                                                            • Cough/sore throat drop
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 72: Brand map, selected brands of cough/sore throat drop, by household penetration, 2008
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 73: Key purchase measures for the top brands of cough/sore throat drop, by household penetration, 2008
                                                                                                                                                                                                                                • Cough syrup
                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 74: Brand map, selected brands of cough syrup, by household penetration, 2008
                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                      • Figure 75: Key purchase measures for the top brands of cough syrup, by household penetration, 2008
                                                                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                    • The impact of children and household size on the market
                                                                                                                                                                                                                                      • Figure 76: Number of cough/cold/sore throat and related conditions experienced in past 12 months, by presence of children and household size, July 2007-September 2008
                                                                                                                                                                                                                                      • Figure 77: Keeping OTC remedies on hand, by presence of children and household size, February 2009
                                                                                                                                                                                                                                      • Figure 78: Ailments for which cold/allergy/sinus remedies were used in the past 12 months, by presence of children and household size, July 2007-September 2008
                                                                                                                                                                                                                                      • Figure 79: Preferred types of cough syrup and sore throat products, by presence of children and household size, July 2007-September 2008
                                                                                                                                                                                                                                      • Figure 80: Use of cough syrup, sore throat drops, and cold/allergy/sinus remedies, by presence of children and household size, July 2007-September 2008
                                                                                                                                                                                                                                      • Figure 81: Important characteristics when selecting cold/cough medicine, by presence of children and household size, February 2009
                                                                                                                                                                                                                                      • Figure 82: Research and input in selecting cough/cold/sore throat/flu remedies, presence of children and household size, February 2009
                                                                                                                                                                                                                                    • Another look at remedy usage
                                                                                                                                                                                                                                      • Figure 83: Use of cough syrup, sore throat drops, and cold/allergy/sinus remedies, by gender and age, July 2007-September 2008
                                                                                                                                                                                                                                      • Figure 84: Ailments for which cold/allergy/sinus remedies were used in the past 12 months, by gender and age July 2007-September 2008
                                                                                                                                                                                                                                    • Medicine selection and concerns
                                                                                                                                                                                                                                      • Figure 85: Important characteristics when selecting cold/cough medicine, by age, February 2009
                                                                                                                                                                                                                                      • Figure 86: Concerns about medicine safety, by age, February 2009
                                                                                                                                                                                                                                  • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                      • IRI Consumer Network Metrics
                                                                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                        • Adams Respiratory Therapeutics, Inc.
                                                                                                                                                                                                                                        • Alacer Corp.
                                                                                                                                                                                                                                        • Chain Drug Marketing Association
                                                                                                                                                                                                                                        • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                                                        • Food and Drug Administration
                                                                                                                                                                                                                                        • Greenfield Online
                                                                                                                                                                                                                                        • Halls
                                                                                                                                                                                                                                        • Johnson & Johnson
                                                                                                                                                                                                                                        • Matrixx Initiatives Inc.
                                                                                                                                                                                                                                        • Novartis AG
                                                                                                                                                                                                                                        • Prestige Brands Holdings, Inc.
                                                                                                                                                                                                                                        • Procter & Gamble Company (The)
                                                                                                                                                                                                                                        • Procter & Gamble USA
                                                                                                                                                                                                                                        • Reckitt Benckiser USA
                                                                                                                                                                                                                                        • Robert Wood Johnson Foundation
                                                                                                                                                                                                                                        • Schering-Plough Corporation
                                                                                                                                                                                                                                        • The National Institute of Allergy and Infectious Diseases (NIAID)
                                                                                                                                                                                                                                        • The Quigley Corporation
                                                                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                        • U.S. Consumer Product Safety Commission
                                                                                                                                                                                                                                        • Walgreen Co
                                                                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                                                                        • World Health Organization
                                                                                                                                                                                                                                        • Wyeth
                                                                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                                                                        Cough, Cold and Sore Throat Remedies - US - May 2009

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