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Cough, Cold, Flu and Allergy Remedies - US - April 2016

"US sales of cough, cold, flu, and allergy remedies grew substantially in 2015 largely due to the Rx-to-OTC switch of Flonase, a nasal allergy medication. A moderately severe flu season, coupled with a relatively ineffective flu vaccine, contributed to growth in the market. Households with children are a strong opportunity for brand marketers as these consumers have the highest incidence of illness and are likely to purchase the most remedies."
- Marissa Gilbert, Health and Wellness Analyst

This report discusses the following key topics:

  • Cold/sinus and cough/throat remedies fail to match allergy remedy growth rate
  • Rx remedies represent a sales threat
  • Only moderate interest in allergy patch; rubs not perceived as effective for colds

This Report covers remedies that can be purchased over the counter without a prescription to relieve symptoms of colds, flu, allergies, sore throat, coughs, and congestion.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Cold/sinus and cough/throat remedies fail to match allergy remedy growth rate
            • Figure 1: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, by segment, 2010-20
          • Rx remedies represent a sales threat
            • Figure 2: Use of prescription medication to treat any cough, cold, flu symptom or any allergy symptom, January 2016
          • Only moderate interest in allergy patch; rubs not perceived as effective for colds
            • Figure 3: Perceptions of external allergy and cough, cold, and flu remedies, January 2016
          • The opportunities
            • Rx-to-OTC switches driving substantial growth in the market
              • Figure 4: First-year sales of Flonase (52-weeks ending Dec. 27, 2015) and Nasacort (52-weeks ending Dec. 28, 2014)
            • Households with kids experience the most ailments
              • Figure 5: Ailments experienced, by presence of children in the household, January 2016
            • Improve efficacy perceptions to increase usage of external OTC remedies
              • Figure 6: Perceptions and interest in external OTC remedies, by parental status, age and income, and ethnicity, January 2016
            • What it means
            • The Market – What You Need to Know

              • Market growth driven by Rx-to-OTC switch and robust flu season
                • Cold/sinus remedies lead market but allergy remedies growing faster
                  • Consumers turning to Rx medications offers OTC remedies competition
                    • High rate of adults suffering from cough, cold, flu or allergy ailments
                    • Market Size and Forecast

                      • Strong flu season and new products drive growth in 2015
                        • Figure 7: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, at current prices, 2010-20
                        • Figure 8: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, at current prices, 2010-20
                    • Market Breakdown

                      • All segments experience growth, but allergy has greatest gains
                        • Figure 9: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, by segment, 2010-20
                      • Cold/sinus remedies make up roughly half of the total market
                        • Figure 10: Share of total US retail sales of cough, cold, flu, and allergy remedies, by segment, 2015
                      • Sales in natural channels continue to grow
                        • Figure 11: Natural supermarket sales of cough, cold, flu, and allergy remedies, at current prices, rolling 52 weeks February 2014-February 2016
                        • Figure 12: Natural supermarket sales of cough, cold, flu, and allergy remedies, at current prices, rolling 52 weeks February 2014-February 2016
                    • Market Perspective

                      • Many consumers turn to Rx medications for relief
                        • Figure 13: Use of prescription medication to treat illness, January 2016
                    • Market Factors

                      • High incidence of ailments indicates solid need for OTC remedies
                        • Figure 14: Ailments experienced, January 2016
                      • Flu season severity and effectiveness of the flu vaccine boosts sales
                        • Figure 15: Seasonal flu severity, 2010-15
                      • Presence of children a strong indicator for cough, cold, and flu ailments
                        • Figure 16: Ailments experienced, by presence of children in the household, January 2016
                    • Key Players – What You Need to Know

                      • Top three companies maintain rank, despite slower sales
                        • Rx-to-OTC allergy remedy switches driving substantial growth
                          • Natural remedies for babies and children gaining sales
                            • Brands not associated with treating specific symptoms experience declines
                              • More allergy Rx-to-OTC introductions and multisymptom remedies point to the future
                              • Manufacturer Sales of Cough, Cold, Flu, and Allergy Remedies

                                • Leading manufacturers maintain grip on the market
                                  • Figure 17: Manufacturer sales of cough, cold, flu, and allergy remedies, rolling 52 weeks 2014 and 2015
                                • Private label sales grow, yet lose market share
                                  • Figure 18: Use of store brand remedies, July 2014-September 2015
                              • What’s Working?

                                • Allergy Rx-to-OTC switches continue to boost entire market
                                  • Figure 19: MULO sales of select allergy Rx-to-OTC brands, rolling 52 weeks 2014 and 2015
                                • P&G enters the allergy segment with Vicks QlearQuil
                                  • Natural remedies for children experience growth
                                    • Figure 20: MULO sales of select Zarbee’s and Hyland’s products, rolling 52 weeks 2014 and 2015
                                • What’s Struggling?

                                  • Despite strong category growth, some brands are struggling
                                    • Figure 21: MULO sales of Tylenol, 2014-15
                                • What’s Next?

                                  • Rhinocort Rx-to-OTC switch poised for further grow
                                    • Flonase children’s allergy remedy could further boost segment growth
                                      • Demand for multisymptom products likely to increase
                                      • The Consumer – What You Need to Know

                                        • High likelihood of ailments and treatment with OTC medications
                                          • Consumers take preventative measures before and after colds
                                            • OTC medications routinely used to treat cold or flu, yet doctor still highly consulted
                                              • Allergy sufferers most likely to take oral allergy medications
                                              • Cough, Cold, and Flu Ailments Experienced

                                                • Young women suffering from the most ailments; the flu is the exception
                                                  • Figure 22: Cough, cold, and flu ailments experienced, by age and gender, January 2016
                                                • Employed adults more apt to contract cold, cough, and flu ailments
                                                  • Figure 23: Ailments experienced, by employment status, January 2016
                                                • Hispanics most likely to contract cough, fever, flu
                                                  • Figure 24: Ailments experienced, by Hispanic origin, January 2016
                                              • Format Usage of Cold, Cough, and Flu Treatments

                                                • Consumers are turning to OTC internal remedies for relief
                                                  • Figure 25: Internal remedy treatments for cough, cold, and flu, by ailment, January 2016
                                                • OTC external remedies used less often
                                                  • Figure 26: External remedies for cough, cold, and flu, by ailment, January 2016
                                                • Hispanic adults are more likely to use a variety of remedies
                                                  • Figure 27: Treatment of cough, cold, and flu (any remedy), by Hispanic origin, January 2016
                                              • Behaviors in the Life Cycle of a Cold

                                                • Consumers are managing colds at all stages
                                                  • Figure 28: Behavior through life cycle of cold, January 2016
                                                • Women wash hands and disinfect home more than men
                                                  • Figure 29: Select pre- and post-cold behaviors, by gender, January 2016
                                                • Parents are attuned to cold prevention
                                                  • Figure 30: Select behaviors during life cycle of a cold, by parental status, January 2016
                                              • Perceptions of Cold, Cough, and Flu Medications

                                                • Less than half of adults turn to OTC remedy before consulting a doctor
                                                  • Figure 31: Perceptions of cough, cold, and flu medications, January 2016
                                                • Parents have more positive perceptions of OTC remedies
                                                  • Figure 32: Perceptions of single symptom, multiple symptom, and external remedies, by parental status, January 2016
                                              • Incidence and Treatment of Allergies

                                                • More than one third of adults experience seasonal allergies
                                                  • Figure 33: Allergies experienced, by age and gender, January 2016
                                                • OTC internal oral remedies used most to treat allergies
                                                  • Figure 34: Treatment of allergies, by any symptom (net), January 2016
                                                • Most formats used for multiple symptoms
                                                  • Figure 35: Usage of allergy treatment formats, by symptoms, January 2016
                                              • Perceptions of Allergy Medications

                                                • Half of allergy sufferers only take allergy medications when needed
                                                  • Figure 36: When allergy medications are taken, January 2016
                                                • Brand name not a key driver for allergy sufferers
                                                  • Figure 37: Purchasing of name brand and price perceptions, by age and parental status by gender, January 2016
                                                • Parents of 6-11-year-olds express most interest in alternative formats
                                                  • Figure 38: Interest in nasal spray that moistens and external patch, by presence of children in household, January 2016
                                                • Just more than one quarter purchase one remedy for all symptoms
                                                  • Figure 39: Type of allergy medication taken for treatment, January 2016
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Sales data
                                                    • Fan chart forecast
                                                      • Consumer survey data
                                                        • Abbreviations and terms
                                                          • Abbreviations
                                                          • Appendix – Market

                                                              • Figure 40: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, at inflation-adjusted prices, 2010-20
                                                              • Figure 41: Total US retail sales and forecast of cough, cold, flu, and allergy remedies, by segment, at current prices, 2010-20
                                                              • Figure 42: Total US retail sales of cough, cold, flu, and allergy remedies, by segment, at current prices, 2013 and 2015
                                                          • Appendix – Key Players

                                                              • Figure 43: MULO sales of cold/sinus/allergy remedies, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                              • Figure 44: MULO sales of cough/throat remedies, by leading companies and brands, rolling 52 weeks 2014 and 2015

                                                          Companies Covered

                                                          • Walmart Stores (USA)

                                                          Cough, Cold, Flu and Allergy Remedies - US - April 2016

                                                          £3,199.84 (Excl.Tax)