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OTC Analgesics and Cold and Flu Remedies - UK - May 2015

“In 2014/15 the UK cold/flu remedies market benefitted from the seasonal flu vaccine being less effective than usual, resulting in many lapsed users returning to the category. Cold/flu remedy brands could now use this to their advantage, using marketing and product developments to reignite interest in the category.”
– Jack Duckett, Personal Care Analyst

This report discusses the following key points:

  • Broadening usage of cold and flu remedies
  • Opportunity to expand usage of heat/cooling patches

With so many consumers perceiving orally ingested OTC analgesics to be both convenient to take on-the-go and effective for all types of pain, it is perhaps unsurprising that this format dominates for pain relief. However, as concerns over the ingredients found in many OTC analgesics and a desire to target pain more directly continues to grow, it is likely that topical analgesics will grow in popularity.

There is now an opportunity for brands offering topical remedies (including gels and rubs, as well as heat/cooling patches) to use marketing to increase awareness of these products and their efficacy on a wide range of different types of pain. In addition, with independent brands still dominant in this segment, there is an opportunity for own-label brands to segue into the market – creating a price challenge to branded versions akin to that already shown in the oral analgesics segment.

A significant portion of growth in value salues of OTC analdesics and cold and flu remedies can be attributed to the topical analgesics segment, which has benefitted from continued concern over ingredients, an increase in NPD, and a desire by consumers to target the source of pain more directly. In terms of the cold and flu market, an ineffective flu jab in 2014 also resulted in vastly improved sales of cold and flu relief as lapsed users returned to the category.

Strong brand loyalty and the maturity of the markets mean that companies need to focus on expanding product usage in order to help boost the market further. Indeed, encouraging use of topical remedies for targeted pain relief and developing products for those who can often be excluded from taking some oral remedies (ie diabetics and flu vaccine recipients) is likely to be beneficial.

This report explores the different types of pain and cold/flu ailments that people suffer from, and how they look to treat these. In addition, this report investigates people’s perceptions of different remedy formats, factors influencing them to use certain types of treatment, and interest in future product developments.

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Table of contents

  1. Introduction

      • Products covered in this report
        • Excluded
          • Abbreviations
          • Executive Summary

              • OTC market set to see modest growth
                • Figure 1: Best- and worst-case forecast of UK retail value sales of OTC analgesics and cold and flu remedies, 2009-19
              • Ineffective flu jab drives cold and flu remedies market
                • Mature markets struggle to show innovation
                  • Treatments sought for pain
                    • Figure 2: Ailments experienced and treatment sought in the last 12 months, February 2015
                  • Treatments sought for cold and flu
                    • Figure 3: Treatments sought for cold and flu ailments in the last 12 months, February 2015
                  • Convenience drives popularity of OTC capsules/tablets
                    • Experience largely guides product choice
                      • Figure 4: Factors influencing choice of treatment, February 2015
                    • 68% of adults interested in sugar-free remedies
                      • Figure 5: Interest in new innovations and willingness to pay more for them, February 2015
                    • What we think
                    • Issues and Insights

                        • Broadening usage of cold and flu remedies
                          • The facts
                            • The implications
                              • Opportunity to expand usage of heat/cooling patches
                                • The facts
                                  • The implications
                                  • Trend Application

                                      • Trend: Second Skin
                                        • Trend: Factory Fear
                                          • Trend: Help Me Help Myself
                                          • Market Drivers

                                            • Key points
                                              • Population on the rise
                                                • Figure 6: Trends in the age structure of the UK population, 2009-19
                                              • Household size impacting cold and flu market
                                                • Figure 7: UK households, by size, 2009-19
                                              • Employees seek OTC remedies for their ailments
                                                • Figure 8: Employment and unemployment, by gender, 2009-19
                                              • Rising fitness levels could benefit analgesics market
                                                • Figure 9: Estimates of consumer expenditure on in-home and individual fitness activities, 2009-14
                                              • Flu jab effective in just 3% of cases
                                                • Figure 10: Monthly provisional figures on deaths, England, Wales and elsewhere, January 2013-January 2015
                                              • Colder winter spurs on the number of cold/flu sufferers
                                                • Figure 11: Average temperature, 2005-14/15
                                              • Prevalence of diabetes continues to rise
                                                • Figure 12: Prevalence of diabetes, by gender, 1994-2013
                                              • Paracetamol ineffective for back pain
                                                • Nurofen sued over false claims in Australia
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Analgesics
                                                      • Launch activity continues to rise in analgesics category
                                                        • Figure 13: New launches in the analgesics category, % share by launch type, January 2012-February 2015
                                                        • Figure 14: Examples of own-label product launches in the analgesics category, 2014
                                                      • Non-ingested remedies grows share of total launch activity
                                                        • Figure 15: New launches in the analgesics category, % share by format type, January 2012-February 2015
                                                        • Figure 16: Topical analgesic launches, 2014-15
                                                      • Launch activity fragmented
                                                        • Figure 17: New launches in the analgesics category, % share by ultimate company (top eight and other), 2014
                                                      • Colds, flu, coughs and sore throat remedies
                                                        • Mature cold and flu market makes innovation increasingly difficult
                                                          • Figure 18: New launches in the decongestive, cough, cold and flu relief and medicated confectionery categories, % share by launch type, January 2012-February 2015
                                                        • NPD increasingly favours decongestive, cough, cold and flu relief
                                                          • Figure 19: New launches in the decongestive, cough, cold and flu relief and medicated confectionery categories, % share by sub-category, January 2012-February 2015
                                                        • Independent brands responsible for bulk of innovation
                                                          • Figure 20: Branded versus own-label launches, by launch type, 2014
                                                        • Opportunity for more flavour innovation
                                                          • Figure 21: New launches in the decongestive, cough, cold and flu relief category, % share by format type, January 2012-February 2015
                                                        • Growth in non-ingested remedies
                                                          • Figure 22: Examples of non-ingested remedies launched in the decongestive, cough, cold and flu relief category, 2014-15
                                                        • Botanical/herbal claims remain high
                                                          • Figure 23: % share of top claims in the decongestive, cough, cold and flu relief category, by top 10 for 2014, January 2012-February 2015
                                                          • Figure 24: Examples of cold and flu relief launches carrying herbal/botanical claims, 2014-15
                                                        • Opportunity for more sugar-free remedies
                                                          • Figure 25: % share of top claims in the medicated confectionery category, by top five for 2014, 2012-14
                                                          • Figure 26: Examples of medicated confectionery launches carrying reduced/low/no-sugar claims, 2014
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Sales of topical analgesics and cold/flu remedies boost total market sales
                                                            • Figure 27: UK retail value sales of OTC analgesics and cold and flu remedies, 2009-19
                                                            • Figure 28: Best- and worst-case forecast of UK retail value sales of OTC analgesics and cold and flu remedies, 2009-19
                                                          • Forecast methodology
                                                          • Segment Performance

                                                            • Key points
                                                              • Topical analgesics drive growth
                                                                • Figure 29: Consumer spending on OTC analgesics, by segment, years ending January, 2014 and 2015
                                                              • Sales of paediatric analgesics recover following health scares
                                                                • Ineffective flu jab drives sales of cold and flu remedies
                                                                  • Figure 30: Consumer spending on OTC cough, cold and flu remedies, by segment, years ending January, 2014 and 2015
                                                              • Market Share

                                                                • Key points
                                                                  • Own-label continues to dominate the analgesics category
                                                                    • Figure 31: Retail value sales of OTC analgesics, by brand, years ending December, 2013 and 2014
                                                                  • Lemsip leads cold and flu market
                                                                    • Figure 32: Retail value sales of cold, flu and decongestant remedies, by brand, years ending January, 2014 and 2015
                                                                • Companies and Products

                                                                  • Kobayashi Healthcare
                                                                    • Background and structure
                                                                      • Figure 33: Key financials for Kobayashi Healthcare Europe Limited, 2012-13
                                                                    • Product range and innovation
                                                                      • Figure 34: Examples of new product launches by Kobayashi Healthcare in the analgesics market, January 2014 to March 2015
                                                                    • Marketing and advertising
                                                                      • Figure 35: Kobayashi Healthcare advertising expenditure, January 2012-February 2015
                                                                    • Procter & Gamble
                                                                      • Background and structure
                                                                        • Strategy and financial performance
                                                                          • Figure 36: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012-13
                                                                        • Product range and innovation
                                                                          • Figure 37: Examples of new product launches by Procter & Gamble in the cold and flu market, January 2014-March 2015
                                                                        • Marketing and advertising
                                                                          • Figure 38: Procter & Gamble advertising expenditure, January 2012-February 2015
                                                                        • The Mentholatum Company
                                                                          • Background and structure
                                                                            • Strategy and financial performance
                                                                              • Figure 39: The Mentholatum Company Limited financial performance, 2013-14
                                                                            • Product range and innovation
                                                                              • Figure 40: Examples of new product launches by The Mentholatum Company in the analgesics market, January 2014 to March 2015
                                                                            • Marketing and advertising
                                                                              • Figure 41: The Mentholatum Company advertising expenditure, January 2012-February 2015
                                                                            • Johnson & Johnson (McNeil Products)
                                                                              • Background and structure
                                                                                • Strategy and financial performance
                                                                                  • Figure 42: McNeil Healthcare (UK) Limited financial performance, 2012-13
                                                                                • Product range and innovation
                                                                                    • Figure 43: Examples of new product launches by McNeil Healthcare/Johnson & Johnson in the OTC analgesics and cold and flu relief market, January 2014-March 2015
                                                                                  • Marketing and advertising
                                                                                    • Figure 44: Johnson & Johnson (McNeil Products) advertising expenditure, January 2012- February 2015
                                                                                  • Novartis
                                                                                    • Background and structure
                                                                                      • Strategy and financial performance
                                                                                        • Figure 45: Novartis Consumer Health UK Limited financial performance, 2012-13
                                                                                      • Product range and innovation
                                                                                        • Figure 46: Examples of new product launches by Novartis in the OTC analgesics and cold and flu relief market, January 2014-March 2015
                                                                                      • Marketing and advertising
                                                                                        • Figure 47: Novartis advertising expenditure, January 2012- February 2015
                                                                                      • Reckitt Benckiser
                                                                                        • Background and structure
                                                                                          • Strategy and financial performance
                                                                                            • Figure 48: Reckitt Benckiser (global) financial performance, 2012-13
                                                                                          • Product range and innovation
                                                                                              • Figure 49: Examples of new product launches by Reckitt Benckiser in the OTC analgesics and cold and flu relief market, January 2014-March 2015
                                                                                            • Marketing and advertising
                                                                                              • Figure 50: Reckitt Benckiser advertising expenditure, January 2012- February 2015
                                                                                            • GlaxoSmithKline
                                                                                              • Background and structure
                                                                                                • Strategy and financial performance
                                                                                                  • Figure 51: GlaxoSmithKline UK Limited financial performance, 2012-13
                                                                                                • Product range and innovation
                                                                                                  • Figure 52: Examples of new product launches by GSK in the OTC analgesics and cold and flu relief market, January 2014-March 2015
                                                                                                • Marketing and advertising
                                                                                                  • Figure 53: GSK advertising expenditure, January 2012- February 2015
                                                                                              • Brand Communication and Promotion

                                                                                                • Key points
                                                                                                  • Analgesics
                                                                                                    • Figure 54: Main media advertising expenditure on OTC analgesics, January 2012- February 2015
                                                                                                  • Shift away from television
                                                                                                    • Figure 55: Main media advertising expenditure on OTC analgesics, by media type, January 2012- February 2015
                                                                                                  • Novartis leads analgesics adspend
                                                                                                    • Figure 56: Main media advertising expenditure on OTC analgesics, % by company, January 2012- February 2015
                                                                                                  • Voltarol leads analgesic brands advertising spend
                                                                                                    • Figure 57: Main media advertising expenditure on OTC analgesics, % share by brand (top seven and other), 2014
                                                                                                    • Figure 58: Voltarol campaign, 2014
                                                                                                    • Figure 59: Nurofen campaign, February 2015
                                                                                                  • Colds, flu, coughs and sore throat remedies
                                                                                                    • Figure 60: Main media advertising expenditure on cold, flu, decongestant remedies and medicated confectionery, January 2012- February 2015
                                                                                                  • GSK steals share of advertising expenditure
                                                                                                    • Figure 61: Main media advertising expenditure on cold, flu, decongestant remedies and medicated confectionery, January 2012-February 2015
                                                                                                  • Brand level adspend reflects competitive cold and flu market
                                                                                                    • Figure 62: Main media advertising expenditure on cold, flu, decongestant remedies and medicated confectionery, % share by brand (top 10 and other), 2014
                                                                                                    • Figure 63: Lemsip five symptoms, five minutes campaign, 2014
                                                                                                  • Television dominant advertising channel
                                                                                                    • Figure 64: Main media advertising expenditure on cold, flu, decongestant remedies and medicated confectionery, % share by media type, January 2012-February 2015
                                                                                                • Channels to Market

                                                                                                  • Key points
                                                                                                    • Growth in discount sector steals share from supermarkets
                                                                                                      • Figure 65: UK retail value sales of OTC analgesics, cough, cold and flu relief and medicated confectionery, by outlet type, 2013 and 2014
                                                                                                  • The Consumer – Experience of Pain and Treatments Sought

                                                                                                    • Key points
                                                                                                      • Headache most common type of pain
                                                                                                        • Figure 66: Pains experienced in the last 12 months, February 2015
                                                                                                      • Increase in exercise spurs muscular pain
                                                                                                        • Figure 67: Experience of back pain and muscular/rheumatic pain in the last 12 months, by age, February 2015
                                                                                                      • Treatments sought for pain
                                                                                                        • Figure 68: Ailments experienced and treatment sought in the last 12 months, February 2015
                                                                                                    • The Consumer – Experience of Cold and Flu and Treatments Sought

                                                                                                      • Key points
                                                                                                        • 81% experience cold in last 12 months
                                                                                                          • Figure 69: Cold/flu ailments experienced in the last 12 months, February 2015
                                                                                                        • Treatments sought for cold and flu
                                                                                                          • Figure 70: Treatments sought for cold and flu ailments in the last 12 months, February 2015
                                                                                                        • Discrepancy between experience of cold/flu and use of treatments
                                                                                                          • Figure 71: % difference between the proportion of adults that had experienced cold/flu ailments, and proportion who had experienced and sought treatment, by ailment, February 2015
                                                                                                        • Younger adults more likely to use topical remedies
                                                                                                          • Figure 72: Usage of topical treatments for treating cold and flu ailments in the last 12 months, by age, February 2015
                                                                                                      • The Consumer – Usage of Different Remedy Types

                                                                                                        • Key points
                                                                                                          • Paracetamol benefits from low-cost convenience?
                                                                                                            • Figure 73: OTC formats used to treat ailments in the last 12 months, February 2015
                                                                                                          • Usage of topical remedies highest amongst women and older adults
                                                                                                            • Figure 74: OTC formats used to treat ailments in the last 12 months, February 2015
                                                                                                        • The Consumer – Perceptions of Remedy Formats

                                                                                                          • Key points
                                                                                                            • Methodology
                                                                                                              • Convenience drives popularity of OTC capsules/tablets
                                                                                                                • Figure 75: Correspondence analysis, February 2015
                                                                                                                • Figure 76: Associations with different format types for OTC analgesics, cold and flu remedies, February 2015
                                                                                                              • Topical treatments more likely to be associated with being overpriced
                                                                                                                • Opportunity to emphasise convenience
                                                                                                                • The Consumer – Factors Influencing Choice of Treatment

                                                                                                                  • Key points
                                                                                                                    • Experience largely guides product choice
                                                                                                                      • Figure 77: Factors influencing choice of treatment, February 2015
                                                                                                                    • Younger people more likely to take friends’ recommendations
                                                                                                                      • Figure 78: Factors influencing choice of treatment, selected statements by age, February 2015
                                                                                                                    • Advertising a bigger factor for heat/cool wrap users
                                                                                                                      • Figure 79: Factors influencing choice of treatment, by those that have used heat/cool wraps in last 12 months, February 2015
                                                                                                                  • The Consumer – Interest in New Innovations

                                                                                                                    • Key points
                                                                                                                      • 23% of adults would pay more for once-a-day remedies
                                                                                                                        • Figure 80: Interest in new innovations and willingness to pay more for them, February 2015
                                                                                                                      • Daily vitamin treatments
                                                                                                                        • Treatment guidance apps appeal to nearly two in five
                                                                                                                          • Figure 81: Interest in remedies that feature in a mobile/tablet app which reminds you when to take your next dose of medicine, by age, February 2015
                                                                                                                      • Appendix – Who’s Innovating?

                                                                                                                          • Figure 82: % share of top claims in the analgesics category, based on top 10 for 2014, January 2012-February 2015
                                                                                                                          • Figure 83: Own-label vs branded product launches in the analgesics category, 2014
                                                                                                                          • Figure 84: New launches in the decongestive, cough, cold and flu relief and medicated confectionery categories, % share of own-label vs branded, January 2012-February 2015
                                                                                                                          • Figure 85: New launches in the decongestive, cough, cold and flu relief and medicated confectionery categories, % share by top 10 ultimate companies and other, 2014
                                                                                                                      • Appendix – Market Share

                                                                                                                          • Figure 86: Retail value sales of children’s analgesics, by brand, years ending December, 2013 and 2014
                                                                                                                          • Figure 87: Retail value sales of topical analgesics, by brand, years ending December, 2013 and 2014
                                                                                                                      • Appendix – Companies and Products

                                                                                                                          • Figure 88: McNeil Advertising expenditure (£), 2014
                                                                                                                      • Appendix – Brand Communication and Promotion

                                                                                                                          • Figure 89: Main media advertising expenditure on OTC analgesics, by media type, January 2012-February 2015
                                                                                                                          • Figure 90: Main media advertising expenditure on OTC analgesics, by brand, 2014
                                                                                                                      • Appendix – Channels to Market

                                                                                                                          • Figure 91: UK retail value sales of OTC analgesics, by outlet type, 2012-14
                                                                                                                          • Figure 92: UK retail value sales of OTC cough, cold and flu relief and medicated confectionery, by outlet type, 2012-14

                                                                                                                      Companies Covered

                                                                                                                      • GlaxoSmithKline Plc
                                                                                                                      • Google, Inc.
                                                                                                                      • Johnson & Johnson
                                                                                                                      • McNeil Consumer Nutritionals UK Ltd
                                                                                                                      • Nielsen Media Research, Inc.
                                                                                                                      • Novartis AG
                                                                                                                      • Procter & Gamble UK & Ireland
                                                                                                                      • Reckitt Benckiser plc
                                                                                                                      • Rohto Pharmaceutical Co
                                                                                                                      • Saatchi & Saatchi
                                                                                                                      • SSL International Plc
                                                                                                                      • The Mentholatum Co. Inc.
                                                                                                                      • Twitter, Inc.
                                                                                                                      • YouTube, Inc.

                                                                                                                      OTC Analgesics and Cold and Flu Remedies - UK - May 2015

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