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Cough, Cold, Flu and Allergy Remedies - UK - April 2014

“In 2013, the cold/flu and allergy relief remedies market benefited from increases in product launch activity and marketing activity. Going forward, brands could look to more specifically target the key young adult demographic, who are the most likely to suffer from cold/flu and allergy-based ailments, as well as encouraging people in general to prepare ahead of both cold/flu and hayfever seasons, stocking up on products in advance.”

– Jack Duckett, Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • How can cold/flu brands further target Millennials?
  • How reliant are hayfever sales on weather?

The overall category has seen strong growth in value in 2012 and 2013, rising in value each year. In 2012, growth was driven by the cold and flu category, with innovations in branded products driving growth. The more extreme weather of 2013, with a colder winter and a warmer spring/summer, impacted the allergy category by triggering higher pollen levels which remained high throughout the warm seasons. The allergy category therefore saw growth in sales in 2013, however, with no warnings issued from the Met Office by March 2014, it is unlikely that 2014 will show a repeat performance in the allergy category.

Younger adults (eg 16-34-year-olds) are the key demographic for the OTC cold/flu and allergy relief remedies markets, as consumers in this age group are significantly more likely to suffer than any other age group. Going forward, brands could look at developing product packaging and utilising social media to appeal to this demographic.

Mintel predicts the market to show slow and steady growth in the coming years, driven by the cold/flu category. The segment saw growth in 2013, with new innovations contributing to growth. Medicated confectionery also saw strong growth for the year driven by advertising campaigns, and is predicted to continue to grow. The allergy relief market is largely dependent on the weather; however, encouraging people to prepare ahead of the season could ensure that the market continues to show steady growth.

This report explores the different types of cold/flu ailments people suffer from, as well as any non-food-based allergies. The report also looks at consumer behaviours during cold/flu/hayfever season, and their attitudes towards buying and taking remedies.

This report covers the UK consumer market for OTC cold and flu remedies, cough remedies and decongestants, as well as OTC allergy remedies, comprising:

  • Cold remedies: for the treatment of colds, including capsules, tablets, syrups and liquid, powders, hot drinks, caplets and meltlets Decongestants: for the relief of stuffy, blocked up nasal passages, available as embrocation or rub nasal inhalants and oral decongestants
  • Flu remedies: for the treatment of flu, including capsules, tablets, syrups and liquids, powders, hot drinks, caplets and meltlets 
  • Cough remedies: for the relief of coughing, available as syrups and liquids 
  • Medicated confectionery: for the relief of sore throats, nasal congestion and coughing 
  • Allergy remedies: for the relief of indoor allergies (such a hayfever, dust, pets etc.).

 

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Table of contents

  1. Introduction

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

                  • The market
                    • Figure 1: Best- and worst-case forecast of UK retail value sales of cough, cold and flu relief, medicated confectionery and allergy remedies, 2008-18
                  • Market factors
                    • Companies, brands and innovation
                      • Figure 2: New product launches in the decongestive, cough, cold and flu relief, medicated confectionery and allergy relief remedies market, by sub-category, 2009-13
                    • Young adults most likely to be affected by cold and flu ailments
                      • Nearly three quarters seek OTC remedies for cough/sore throat
                        • Figure 3: Treatments sought for cough/sore throat, cold and flu, November 2013
                      • A quarter of allergy sufferers view own-label as effective as branded
                        • Figure 4: Attitudes and behaviours related to allergies, November 2013
                      • Consumers focus on preventing themselves from becoming ill
                        • Figure 5: Behaviours during cold/flu season, November 2013
                      • What we think
                      • Issues and Insights

                          • Cold/flu brands could further target Millennials
                            • The facts
                              • The implications
                                • Hayfever sales reliant on weather
                                  • The facts
                                    • The implications
                                    • Trend Application

                                        • Trend: Transumers
                                          • Trend: Influentials
                                            • Mintel futures trend: Generation Next
                                            • Market Drivers

                                              • Key points
                                                • Rise in population of 25-34s will boost the market
                                                  • Figure 6: Trends in the age structure of the UK population, 2008-18
                                                • One-person households offer opportunities for product innovations
                                                  • Figure 7: UK households, by size, 2008-18
                                                • Rise in employment
                                                  • Figure 8: Employment and unemployment, by gender, 2008-18
                                                • Colder winter in 2013
                                                  • Figure 9: Mean annual temperatures and rainfall, winter (December-February), 2000-13
                                                • High pollen levels of 2013
                                                  • Figure 10: Mean annual temperatures and rainfall, summer (June-August), 2000-13
                                                • Alcohol worsens hayfever symptoms
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Increase in product launch activity in 2013
                                                      • Figure 11: New product launches in the decongestive, cough, cold and flu relief, medicated confectionery and allergy relief remedies market, by sub-category, 2009-13
                                                      • Figure 12: Examples of new product launches in the cold/flu category (including medicated confectionery), 2013
                                                      • Figure 13: Examples of new allergy products launched in 2013
                                                      • Figure 14: Examples of powder- and liquid-based cold and flu remedies, 2013
                                                    • Growth in own-label
                                                      • Figure 15: New product launches in the decongestive, cough, cold and flu relief, medicated confectionery and allergy relief remedies market, brands vs own-label, 2012 and 2013
                                                    • Launches dependent on the season
                                                      • Figure 16: Index of product launches in the decongestive, cough, cold and flu relief (excluding medicated confectionery), and allergy relief remedies market, by season, by sub-category, spring/summer 2009-autumn/winter 2013/14
                                                    • Product launch activity highly fragmented
                                                      • Figure 17: Product launch activity in the decongestive, cough, cold and flu relief, medicated confectionery and allergy relief remedies market, by top 10 companies, 2009-13
                                                      • Figure 18: Examples of products launched by Thornton & Ross, repackaged products, 2013
                                                    • Increase in botanical/herbal claims on cold/flu remedies
                                                      • Figure 19: Decongestive, cough, cold and flu relief and medicated confectionery product launches, by top five claims, 2009-13
                                                      • Figure 20: Product launches with botanical/herbal claims, 2013-14
                                                      • Figure 21: Examples of medicated confectionery products launched carrying low/no/reduced sugar claims, 2013
                                                    • Rise in fragrance-free in allergy relief
                                                      • Figure 22: Allergy relief product launches, by claims, 2009-13
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Strong growth in last two years
                                                        • Figure 23: Value sales of cough, cold and flu relief, medicated confectionery and allergy remedies, 2008-18
                                                      • Slow and steady growth
                                                        • Figure 24: Best- and worst-case forecast of UK retail value sales of cough, cold and flu relief, medicated confectionery and allergy remedies, 2008-18
                                                      • Forecast methodology
                                                      • Segment Performance

                                                        • Key points
                                                          • Allergy remedies see the biggest rise
                                                            • Figure 25: Consumer spending in the cough, cold, flu and allergy remedies, by segment, 2012 and 2013
                                                        • Market Share

                                                          • Key points
                                                            • Decongestants boosted by hayfever sufferers
                                                              • Figure 26: Retail value sales of cold, flu and decongestant remedies, by brand, 2012 and 2013
                                                            • Advertising campaigns drive sales of medicated confectionery brands
                                                              • Figure 27: Retail value sales of medicated confectionery, by brand, 2012 and 2013
                                                            • Small brands see greatest rise in cough liquids segment
                                                              • Figure 28: Retail value sales of cough liquids, by brand, 2012 and 2013
                                                            • Allergy remedy brands enjoy growth
                                                              • Figure 29: Retail value sales of allergy remedies, by brand, 2012 and 2013
                                                          • Companies and Products

                                                            • Alliance Boots
                                                                • Figure 30: Alliance Boots financial performance, 2012 and 2013
                                                              • GlaxoSmithKline
                                                                  • Figure 31: GlaxoSmithKline UK Limited financial performance, 2011 and 2012
                                                                  • Figure 32: Examples of new product launches by GlaxoSmithKline in the UK cough, cold, flu and allergy market, January 2013-February 2014
                                                                • Johnson & Johnson
                                                                    • Figure 33: McNeil Healthcare (UK) Limited financial performance, 2011 and 2012
                                                                    • Figure 34: Examples of new product launches by McNeil Consumer Healthcare in the UK cough, cold, flu and allergy market, January 2013-February 2014
                                                                  • Procter & Gamble
                                                                      • Figure 35: Procter & Gamble (Health and Beauty Care) Ltd financial performance, 2011 and 2012
                                                                      • Figure 36: Examples of new product launches by Procter & Gamble in the UK cough, cold, flu and allergy market, January 2013-February 2014
                                                                    • Reckitt Benckiser
                                                                        • Figure 37: Reckitt Benckiser Healthcare (UK) Limited financial performance, 2011 and 2012
                                                                        • Figure 38: Examples of new product launches by Reckitt Benckiser in the UK cough, cold, flu and allergy market, January 2013-February 2014
                                                                    • Brand Communication and Promotion

                                                                      • Key points
                                                                        • Adspend up in 2013
                                                                          • Figure 39: Main media advertising expenditure on cold, flu, decongestant remedies (including medicated confectionery) and allergy relief, 2009-13
                                                                        • Seasonal marketing matches product launch activity
                                                                          • Figure 40: Main media advertising expenditure on cold, flu, decongestant remedies (including medicated confectionery) and allergy relief, by season, spring/summer 2009-autumn/winter 2013/14
                                                                        • Reckitt Benckiser the biggest advertiser
                                                                          • Figure 41: Main media advertising expenditure on cold, flu, decongestant remedies (including medicated confectionery) and allergy relief, % by company, 2009-13
                                                                        • Lemsip accounts for a quarter of cold/flu advertising expenditure
                                                                          • Figure 42: Main media advertising expenditure on cold, flu and decongestant remedies, % by brand, 2013
                                                                        • Allergy relief adspend dominated by branded activity
                                                                          • Figure 43: Main media advertising expenditure on allergy relief remedies, % by brand, 2013
                                                                      • Brand Perceptions and Social Media

                                                                        • Brand perceptions
                                                                          • Key brand metrics
                                                                            • Figure 44: Key brand metrics, January 2014
                                                                          • Brand map
                                                                              • Figure 45: Attitudes towards and usage of brands in the cold, flu and allergy remedy sector, January 2014
                                                                            • Correspondence analysis
                                                                              • Brand attitudes
                                                                                • Figure 46: Attitudes, by cold, flu and allergy remedy brand, January 2014
                                                                              • Brand personality
                                                                                • Figure 47: Cold, flu and allergy remedy brand personality – Macro image, January 2014
                                                                                • Figure 48: Cold, flu and allergy remedy brand personality – Micro image, January 2014
                                                                              • Brand usage
                                                                                • Figure 49: Cold, flu and allergy remedy brand usage, January 2014
                                                                              • Brand experience
                                                                                • Figure 50: Cold, flu and allergy remedy brand experience, January 2014
                                                                              • Social media and online buzz
                                                                                • Social media metrics
                                                                                  • Figure 51: Social media metrics of selected cold, flu and allergy remedy brands, January 2014
                                                                                • Online mentions
                                                                                  • Figure 52: Online mentions of selected cold, flu and allergy remedy brands, March 2013-February 2014
                                                                                  • Figure 53: Mentions around colds, flu and allergies, by week, March 2013-February 2014
                                                                                  • Figure 54: Advertising spend of selected cold, flu and allergy remedy brands, March 2011-March 2014
                                                                                • Where discussion on brands is occurring
                                                                                  • Figure 55: Media through which selected cold, flu and allergy remedy brands are discussed, March 2013-February 2014
                                                                                • Topics of discussion
                                                                                  • Figure 56: Topics of discussion around cold, flu and allergy illness, March 2013-February 2014
                                                                                • Analysis by brand
                                                                                  • Olbas
                                                                                    • Figure 57: Topic cloud around mentions of Olbas, March 2013-February 2014
                                                                                  • Sudafed
                                                                                    • Figure 58: Topic cloud around mentions of Sudafed, March 2014-February 2014
                                                                                  • Benadryl
                                                                                    • Figure 59: Topic cloud of mentions around Benadryl, March 2013-February 2014
                                                                                  • Covonia
                                                                                    • Figure 60: Topic cloud around mentions of Covonia, March 2013-February 2014
                                                                                  • Clarityn
                                                                                  • Channels to Market

                                                                                    • Key points
                                                                                      • Grocery channel continues to lead
                                                                                        • Figure 61: UK retail value sales of cough, cold and flu relief, medication confectionery and allergy remedies, by outlet type, 2012 and 2013
                                                                                    • The Consumer – Ailments Suffered

                                                                                      • Key points
                                                                                        • Young adults most likely to be affected by cold and flu ailments
                                                                                          • Figure 62: Ailments suffered, November 2013
                                                                                        • Households with children significantly more likely to suffer from flu
                                                                                          • Figure 63: Ailments suffered, by presence of children in the house, November 2013
                                                                                        • Hayfever dominates allergy problems
                                                                                          • Figure 64: Ailments suffered, November 2013
                                                                                        • Higher incidence of allergies among younger consumers
                                                                                          • Pollution increases allergies amongst urbanites
                                                                                            • Figure 65: Ailments suffered, by area of residence, November 2013
                                                                                          • Opportunity to parcel cold/flu and allergy remedies together
                                                                                            • Figure 66: Repertoire of ailments suffered, including cough, cold, flu, sore throat, and all non-food allergies, November 2013
                                                                                        • The Consumer – Treatments Sought

                                                                                          • Key points
                                                                                            • Nearly three quarters seek OTC remedies for cough/sore throat
                                                                                              • Figure 67: Treatments sought for cough/sore throat, cold and flu, November 2013
                                                                                            • Younger adults reliant on prescription remedies
                                                                                              • Figure 68: Treatments sought for cough/sore throat, cold and flu, November 2013
                                                                                            • Women reach for non-prescription pain medication
                                                                                              • Figure 69: Use of ‘Non-prescription pain medication” for cough/sore throat, cold and flu, by gender, November 2013
                                                                                            • Hayfever sufferers more likely to use oral OTC medicines
                                                                                              • Figure 70: Treatments sought for indoor allergies and hayfever, November 2013
                                                                                              • Figure 71: Examples of product packaging for allergy relief products that specify the different allergies they can protect users from, 2013
                                                                                            • Encouraging increase in usage of nasal sprays
                                                                                              • Figure 72: Treatments sought for indoor allergies and hayfever, November 2013
                                                                                              • Figure 73: Examples of alternative-format allergy relief products, 2013
                                                                                          • The Consumer – Behaviours during Cold/Flu Season

                                                                                            • Key points
                                                                                              • Consumers focus on preventing themselves from becoming ill
                                                                                                • Figure 74: Behaviours during cold/flu season, November 2013
                                                                                              • Women more likely to prepare ahead of cold and flu
                                                                                                • Figure 75: Behaviours during cold/flu season, by gender, November 2013
                                                                                              • Men need a helping hand
                                                                                                • Allergy sufferers keen users of antibacterial hand gel
                                                                                                  • Figure 76: Carriers of hand sanitiser during cold/flu season, by allergy suffered, November 2013
                                                                                                • Families use hand gel to ward off germs
                                                                                                • The Consumer – Attitudes and Behaviours Related to Allergies

                                                                                                  • Key points
                                                                                                    • A quarter of allergy sufferers view own-label as effective as branded
                                                                                                      • Figure 77: Attitudes and behaviours related to allergies, November 2013
                                                                                                    • Opportunity to encourage greater preparation for allergy season
                                                                                                      • Figure 78: Agreement with the statement “I keep track of pollen levels during pollen season^”, by age, November 2013
                                                                                                    • Skin allergies triggered by cosmetics
                                                                                                      • Figure 79: Agreement with the statements “I worry about the effect chemicals I use on my skin are having on my allergies” and “I am suffering more from allergies now than I was two to three years ago”, by ailment type, November 2014
                                                                                                  • The Consumer – Purchase Influencers

                                                                                                    • Key points
                                                                                                      • Consumers influenced by personal experience
                                                                                                        • Figure 80: Important factors when shopping for non-prescription cough/cold/flu/allergy remedies, November 2013
                                                                                                      • Flu sufferers reach for fast-acting treatments
                                                                                                        • Figure 81: Important factors when shopping for non-prescription cough/cold/flu/allergy remedies, by ailments, November 2013
                                                                                                      • Younger adults seek on-the-go relief
                                                                                                        • Figure 82: Consumers influenced by “Easy to use on the go” claims when shopping for non-prescription cough/cold/flu/allergy remedies, by age, November 2013
                                                                                                      • Scope for more natural allergy relief products
                                                                                                        • Figure 83: Examples of products launched carrying low/no/reduced sugar claims, 2013
                                                                                                    • Appendix – Who’s Innovating?

                                                                                                        • Figure 84: New product launches in the decongestive, cough, cold and flu market, by format type, 2009-13
                                                                                                        • Figure 85: New product launches in the allergy relief remedies market, by format type, 2009-13
                                                                                                        • Figure 86: New product launches in the decongestive, cough, cold and flu (excluding medicated confectionery) and allergy relief market, own-label vs branded, 2012/13
                                                                                                        • Figure 87: Index of product launches in the cough, cold and flu (excluding medicated confectionery) and allergy relief market, spring/summer 2009-autumn/winter 2013/14
                                                                                                        • Figure 88: Index of product launches in the cough, cold and flu (excluding medicated confectionery) and allergy relief market, spring/summer 2009-autumn/winter 2013/14 (continued)
                                                                                                    • Appendix – Market Size and Forecast

                                                                                                        • Figure 89: Value sales of cough liquids, 2008-18
                                                                                                        • Figure 90: Value sales of cold/flu remedies, 2008-18
                                                                                                        • Figure 91: Value sales of medicated confectionery, 2008-18
                                                                                                        • Figure 92: Value sales of allergy remedies, 2008-18
                                                                                                    • Appendix – Brand Communication and Promotion

                                                                                                        • Figure 93: Main media advertising expenditure on cold, flu and decongestant remedies, by brand, 2013
                                                                                                        • Figure 94: Main media advertising expenditure on allergy relief remedies, by brand, 2013
                                                                                                    • Appendix – Brand Perceptions and Social Media

                                                                                                        • Figure 95: Brand usage, January 2014
                                                                                                        • Figure 96: Brand commitment, January 2014
                                                                                                        • Figure 97: Brand diversity, January 2014
                                                                                                        • Figure 98: Brand satisfaction, January 2014
                                                                                                        • Figure 99: Brand recommendation, January 2014
                                                                                                        • Figure 100: Brand attitude, January 2014
                                                                                                        • Figure 101: Brand image – Macro image, January 2014
                                                                                                        • Figure 102: Brand image – Micro image, January 2014
                                                                                                        • Figure 103: Online mentions of selected cold, flu and allergy remedy brands, March 2013-February 2014
                                                                                                        • Figure 104: Mentions around cold, flu and allergy illnesses, March 2013-February 2014
                                                                                                        • Figure 105: Topics of discussion around cold, flu and allergy illnesses, March 2013-February 2014
                                                                                                    • Appendix – Demographic Overview

                                                                                                        • Figure 106: Working status, demographic groups, November 2013
                                                                                                    • Appendix – The Consumer – Ailments Suffered

                                                                                                        • Figure 107: Ailments suffered, November 2013
                                                                                                        • Figure 108: Ailments suffered – Cough/sore throat, by demographics, November 2013
                                                                                                        • Figure 109: Ailments suffered – Non-food allergy, by demographics, November 2013
                                                                                                        • Figure 110: Ailments suffered – Cough, by demographics, November 2013
                                                                                                        • Figure 111: Ailments suffered – Cold, by demographics, November 2013
                                                                                                        • Figure 112: Ailments suffered – Flu, by demographics, November 2013
                                                                                                        • Figure 113: Ailments suffered – Sore throat, by demographics, November 2013
                                                                                                        • Figure 114: Ailments suffered – Hayfever/pollen allergy, by demographics, November 2013
                                                                                                        • Figure 115: Repertoire of ailments suffered, November 2013
                                                                                                        • Figure 116: Ailments suffered, by repertoire of ailments suffered, November 2013
                                                                                                    • Appendix – The Consumer – Treatments Sought

                                                                                                        • Figure 117: Treatments sought, November 2013
                                                                                                        • Figure 118: Most popular treatments sought for cough/sore throat, by demographics, November 2013
                                                                                                        • Figure 119: Next most popular treatments sought for cough/sore throat, by demographics, November 2013
                                                                                                        • Figure 120: Other treatments sought for cough/sore throat, by demographics, November 2013
                                                                                                        • Figure 121: Most popular treatments sought for cold, by demographics, November 2013
                                                                                                        • Figure 122: Next most popular treatments sought for cold, by demographics, November 2013
                                                                                                        • Figure 123: Other treatments sought for cold, by demographics, November 2013
                                                                                                        • Figure 124: Most popular treatments sought for flu, by demographics, November 2013
                                                                                                        • Figure 125: Next most popular treatments sought for flu, by demographics, November 2013
                                                                                                        • Figure 126: Other treatments sought for flu, by demographics, November 2013
                                                                                                        • Figure 127: Most popular treatments sought hayfever, by demographics, November 2013
                                                                                                        • Figure 128: Next most popular treatments sought hayfever, by demographics, November 2013
                                                                                                        • Figure 129: Other treatments sought hayfever, by demographics, November 2013
                                                                                                        • Figure 130: Most popular treatments sought for indoor allergies, by demographics, November 2013
                                                                                                        • Figure 131: Next most popular treatments sought for indoor allergies, by demographics, November 2013
                                                                                                        • Figure 132: Other treatments sought for indoor allergies, by demographics, November 2013
                                                                                                    • Appendix – The Consumer – Behaviours during Cold/Flu Season

                                                                                                        • Figure 133: Behaviours during cold/flu season, November 2013
                                                                                                        • Figure 134: Most popular behaviours during cold/flu season, by demographics, November 2013
                                                                                                        • Figure 135: Next most popular behaviours during cold/flu season, by demographics, November 2013
                                                                                                        • Figure 136: Behaviours during cold/flu season, by ailments suffered – Non-food allergy, November 2013
                                                                                                    • Appendix – The Consumer – Attitudes and Behaviours Related to Allergies

                                                                                                        • Figure 137: Attitudes and behaviours related to allergies, November 2013
                                                                                                        • Figure 138: Most popular attitudes and behaviours related to allergies, by demographics, November 2013
                                                                                                        • Figure 139: Next most popular attitudes and behaviours related to allergies, by demographics, November 2013
                                                                                                    • Appendix – The Consumer – Purchase Influencers

                                                                                                        • Figure 140: Important factors when shopping for non-prescription cough/cold/flu/allergy remedies, November 2013
                                                                                                        • Figure 141: Most important factors when shopping for non-prescription cough/cold/flu/allergy remedies, by demographics, November 2013
                                                                                                        • Figure 142: Next most important factors when shopping for non-prescription cough/cold/flu/allergy remedies, by demographics, November 2013
                                                                                                        • Figure 143: Other important factors when shopping for non-prescription cough/cold/flu/allergy remedies, by demographics, November 2013

                                                                                                    Companies Covered

                                                                                                    • Alliance Boots UK Retail
                                                                                                    • Facebook, Inc.
                                                                                                    • GlaxosmithKline
                                                                                                    • GlaxoSmithKline Plc
                                                                                                    • Johnson & Johnson
                                                                                                    • Johnson & Johnson Ltd
                                                                                                    • McNeil Consumer & Specialty Pharmaceuticals
                                                                                                    • Procter & Gamble Company (The)
                                                                                                    • Procter & Gamble UK & Ireland
                                                                                                    • Reckitt Benckiser (UK)
                                                                                                    • Reckitt Benckiser plc
                                                                                                    • Twitter, Inc.
                                                                                                    • Walgreen Co

                                                                                                    Cough, Cold, Flu and Allergy Remedies - UK - April 2014

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