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OTC Painkillers and Cold and Flu Remedies - UK - June 2011

Since the beginning of the recession in 2008, the market for OTC pain and cold/flu remedies has experienced a decline in value sales. According to Mintel’s consumer research, the active ingredients contained in OTC medication are more important than the brand of medication.

  • The OTC pain and cold/flu market needs to try to increase usage among 16-24-year-olds, who have a high incidence for suffering from pain and cold/flu symptoms, but lower usage.
  • Commissioned research for this report shows that around a quarter of consumers wait until they are really suffering from pain or cold/flu symptoms before they medicate.
  • With 16-24-year-olds twice as likely as general owners to use mobile internet on a daily basis, OTC brands could introduce free mobile apps which can show users the percentage of people suffering from cold/flu in any given postcode in the UK, the types of symptoms that are most prevalent and which ones to look out for in a specific area. The application could also keep users updated on the latest cold and flu news and updates on the weather so they are prepared no matter where they are.
  • The 25-34-year-olds, who are the heaviest users of OTC cold and flu remedies (see The Consumer – Attitudes towards OTC Pain and Cold/Flu Remedies) are the most likely to take cold and flu remedies as soon as they experience symptoms.
  • Those in employment and those who are earning in excess of £50,000 are more likely to be interested in buying OTC remedies that are fast acting, as opposed to those who are unemployed or on lower incomes.
  • The taste and flavour of OTC medication is an important purchase driver for 16-24-year-olds in particular. When buying OTC cold/flu remedies, over half of 16-24-year-olds buy lozenges to treat symptoms. OTC cold/flu brands may focus on improving the taste of lozenges by introducing new flavours such as açaì berry flavour.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast value sales of OTC pain remedies, 2006-16
              • Figure 2: Best- and worst-case forecast value sales of OTC cold/flu remedies, 2006-16
            • Price promotions and demand for own-label stifle real value growth
              • OTC pain and cold/flu market segmentation
                • Market factors
                  • Cold/flu sector sales are weather-dependent
                    • Use of cough and cold remedies in children
                      • Price
                        • Companies, brands and innovation
                          • Figure 3: Manufacturers’ shares in UK retail value sales of OTC analgesics and cold/flu remedies, 2010
                        • Reckitt Benckiser is a dominant player
                          • Innovation
                            • The consumer
                              • Figure 4: How consumers treat pain and cold/flu symptoms, April 2011
                            • Wait and see
                              • Quick to medicate
                                • What we think
                                • Issues in the Market

                                    • How has the economic downturn affected OTC pain and cold/flu remedy sales?
                                      • How will demographic changes to 2016 shape demand for OTC pain and cold/flu remedies?
                                        • Which age groups are the heaviest users of OTC pain and cold/flu remedies and how can manufacturers increase usage among the lighter users?
                                          • What drives the purchasing decision?
                                          • Future Opportunities

                                              • Trend: Minimize Me
                                                • Trend: Many Mes
                                                • Internal Market Environment

                                                  • Key points
                                                    • Attitudes towards health
                                                      • Figure 5: Attitudes towards health, 2006-10
                                                    • The health-conscious
                                                      • Self-medicating
                                                        • Too busy to look after health
                                                          • Ailments suffered
                                                            • Figure 6: Ailments suffered from, 2006-10
                                                          • Colds and/or flu affect almost seven in ten
                                                            • Headaches and migraines
                                                              • Bad back
                                                                • Catarrh and sinus
                                                                  • Incidence and severity of cold and flu
                                                                    • MHRA regulations on use of cough and cold remedies in children
                                                                      • Broadening distribution
                                                                      • Broader Market Environment

                                                                        • Key points
                                                                          • Population growth will support demand for OTC remedies
                                                                            • Figure 7: Trends in the age structure of the UK population, 2006-16
                                                                          • Growth in child population will benefit OTC sector
                                                                            • Ageing population will increase demand for prescription drugs
                                                                              • British workers taking fewer sick days
                                                                                • Flu jabs cause side effects in children
                                                                                  • Concern over safety of codeine in pain and cold/flu remedies
                                                                                    • Pregnant women encouraged not to mix painkillers
                                                                                    • Competitive Context

                                                                                      • Key points
                                                                                        • Prescription medicine
                                                                                          • Flu vaccines
                                                                                            • Doing nothing
                                                                                              • Competition from other medicine sectors
                                                                                                • Figure 8: UK retail value sales of selected OTC remedies, 2005-10
                                                                                              • Alternative remedies popular among 25-34-year-olds
                                                                                                • Vitamin and supplements intake to boost immunity
                                                                                                • Strengths and Weaknesses

                                                                                                  • Strengths
                                                                                                    • Weaknesses
                                                                                                    • Who’s Innovating?

                                                                                                      • Key points
                                                                                                        • Brands lead launches
                                                                                                          • Figure 9: Innovation in pain and cold/ flu remedies, % share branded vs. own-label, 2005-10
                                                                                                        • Top innovators in OTC pain remedies market
                                                                                                          • Figure 10: Innovations in OTC pain remedies, share, by company, 2008-10
                                                                                                        • Top innovators in OTC cold/flu remedies market
                                                                                                          • Figure 11: Innovation in OTC cold and flu remedies, share, by company, 2008-10
                                                                                                        • Top claims in OTC pain remedies market
                                                                                                          • Figure 12: Innovation in OTC pain remedies market, share, by product positioning, 2005-10
                                                                                                        • Top claims in OTC cold/flu remedies market
                                                                                                          • Figure 13: Innovation in OTC cold/flu market, share, by product positioning, 2005-10
                                                                                                        • OTC pain and cold/flu innovations by format
                                                                                                          • Figure 14: Innovation in OTC pain and cold/flu remedies, share, by format, 2005-10
                                                                                                      • Market Size and Forecast

                                                                                                        • Key points
                                                                                                          • OTC pain remedies
                                                                                                            • Figure 15: UK retail value sales and forecast of OTC pain remedies, 2006-16
                                                                                                          • OTC cold/flu remedies
                                                                                                            • Figure 16: UK retail value sales and forecast of OTC cold/flu remedies, 2006-16
                                                                                                          • Decline in value sales in real terms
                                                                                                              • Figure 17: UK monthly retail value sales of OTC cold/flu remedies compared to average maximum temperature in the UK, September 2009-January 2011
                                                                                                            • Future of the market
                                                                                                              • Forecast
                                                                                                                • Figure 18: Best- and worst-case forecast value sales of OTC pain remedies, 2006-16
                                                                                                                • Figure 19: Best- and worst-case forecast value sales of OTC cold/flu remedies, 2006-16
                                                                                                            • Segment Performance

                                                                                                              • Key points
                                                                                                                • Pain remedies
                                                                                                                  • Figure 20: UK retail value sales and forecast of OTC pain remedies, by sector, at current prices, 2006-16
                                                                                                                • Cold/flu remedies
                                                                                                                  • Figure 21: UK retail value sales and forecast of OTC cold/flu remedies, by sector, at current prices, 2006-16
                                                                                                              • Market Share

                                                                                                                • Key points
                                                                                                                  • OTC pain remedies
                                                                                                                    • Figure 22: Retail value sales of UK OTC pain remedies, by manufacturer, 2008-10
                                                                                                                  • Reckitt Benckiser in pole position
                                                                                                                    • Newly formulated Panadol Extra Advance is a hit for GSK
                                                                                                                      • Own-label enjoys value growth
                                                                                                                        • OTC cold and flu remedies
                                                                                                                          • Figure 23: Retail value sales of UK OTC cold and flu remedies, by manufacturer, 2008-10
                                                                                                                        • Reckitt Benckiser and GlaxoSmithKline are joint leaders
                                                                                                                          • Own-label showing good growth
                                                                                                                          • Companies and Products

                                                                                                                            • Reckitt Benckiser Healthcare
                                                                                                                                • Figure 24: Products launched by RB in the OTC painkillers and cold/flu remedies market, July 2010-March 2011
                                                                                                                              • GlaxoSmithKline
                                                                                                                                  • Figure 25: Products launched by GSK in the OTC painkillers and cold/flu remedies market, July 2010-March 2011
                                                                                                                                • Pfizer
                                                                                                                                  • Johnson & Johnson
                                                                                                                                      • Figure 26: Products launched by J&J in the OTC painkillers and cold/flu remedies market, July 2010-March 2011
                                                                                                                                    • Procter & Gamble
                                                                                                                                        • Figure 27: Products launched by P&G in the OTC painkillers and cold/flu remedies market, July 2010-March 2011
                                                                                                                                      • Novartis
                                                                                                                                          • Figure 28: Other products launched by Novartis in the OTC painkillers and cold/flu remedies market, July 2010-March 2011
                                                                                                                                        • Boots
                                                                                                                                            • Figure 29: Products launched by Boots in the OTC painkillers and cold/flu remedies market, July 2010-March 2011
                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                          • Key points
                                                                                                                                            • Topline adspend
                                                                                                                                              • Figure 30: Main media advertising expenditure on OTC painkillers and cold/flu remedies, 2006-10
                                                                                                                                            • Pain relief advertisers
                                                                                                                                              • Figure 31: Main monitored media advertising spend on OTC painkillers, by advertiser, January-December 2010
                                                                                                                                            • Cold and flu remedy advertisers
                                                                                                                                              • Figure 32: Main monitored media advertising spend on OTC cold/flu remedies, by advertiser, January-December 2010
                                                                                                                                            • Media type
                                                                                                                                              • Figure 33: Main monitored media advertising spend on OTC pain and cold/flu remedies, share, by media type, 2006-10
                                                                                                                                          • Channels to Market

                                                                                                                                            • Key points
                                                                                                                                              • Figure 34: UK retail sales of OTC pain and cold/flu remedies, by outlet type, 2008-10
                                                                                                                                          • The Consumer – Use of OTC Pain and Cold/Flu Remedies

                                                                                                                                            • Key points
                                                                                                                                              • Usage of OTC headache remedies
                                                                                                                                                • Figure 35: Usage of OTC headache remedies in the last 12 months, 2006-10
                                                                                                                                                • Figure 36: Headache sufferers and headache remedy use, by age, 2010
                                                                                                                                              • Usage of OTC cold and flu remedies
                                                                                                                                                • Figure 37: Usage of cold and flu remedies in the last 12 months, 2006-10
                                                                                                                                                • Figure 38: Incidence of colds and flu and remedies taken, by age, 2010
                                                                                                                                            • The Consumer – Type and Format of OTC Pain and Cold/Flu Remedies

                                                                                                                                              • Key points
                                                                                                                                                • Type and format of OTC pain remedies
                                                                                                                                                    • Figure 39: Types of OTC pain remedies used or taken in the last 12 months, April 2011
                                                                                                                                                  • Tablets are the most popular format choice
                                                                                                                                                    • Capsules appeal to ABs
                                                                                                                                                      • Water-soluble aspirin biased towards older age groups
                                                                                                                                                        • Liquid format penetration high in families
                                                                                                                                                          • Format of OTC cold and flu remedies
                                                                                                                                                              • Figure 40: Types of OTC cold and flu remedies used or taken in the last 12 months, April 2011
                                                                                                                                                            • Lozenges are popular among women
                                                                                                                                                              • The youth favour tablets
                                                                                                                                                                • Almost three in ten choose liquid medication
                                                                                                                                                                  • Water-soluble/dissolvable
                                                                                                                                                                    • Upmarket shoppers prefer sprays
                                                                                                                                                                      • Repertoire of type of OTC pain remedies used by format
                                                                                                                                                                        • Figure 41: Types of OTC painkillers used in the last 12 months, by repertoire, April 2011
                                                                                                                                                                    • The Consumer – How Symptoms of Pain and Cold/Flu Are Treated

                                                                                                                                                                      • Key points
                                                                                                                                                                          • Figure 42: How consumers treat pain and cold/flu symptoms, April 2011
                                                                                                                                                                        • Wait and see
                                                                                                                                                                          • Quick to medicate
                                                                                                                                                                            • Suffer in silence
                                                                                                                                                                              • External treatments
                                                                                                                                                                              • The Consumer – Influence of Purchase of OTC Pain and Cold/Flu Remedies

                                                                                                                                                                                • Key points
                                                                                                                                                                                    • Figure 43: Factors influencing choice of OTC painkillers and cold/flu remedies, April 2011
                                                                                                                                                                                  • Product performance
                                                                                                                                                                                    • Price
                                                                                                                                                                                      • Trust
                                                                                                                                                                                        • Asking for advice
                                                                                                                                                                                          • Easy-to-take formats
                                                                                                                                                                                          • The Consumer – Attitudes towards OTC Pain and Cold/Flu Remedies

                                                                                                                                                                                            • Key analysis
                                                                                                                                                                                                • Figure 44: Attitudes towards OTC painkillers and cold and flu remedies, April 2011
                                                                                                                                                                                              • Happy to choose own-label
                                                                                                                                                                                                • Importance of ingredients
                                                                                                                                                                                                  • Symptom-specific products
                                                                                                                                                                                                    • Ease of carrying around
                                                                                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                                                                                        • Figure 45: Attitudes towards health, by demographics, 2010
                                                                                                                                                                                                        • Figure 46: Attitudes towards health, by demographics, 2010
                                                                                                                                                                                                        • Figure 47: Selected ailments suffered in the last 12 months, by demographics, 2010
                                                                                                                                                                                                        • Figure 48: Selected ailments suffered in the last 12 months, by demographics, 2010
                                                                                                                                                                                                    • Appendix – Competitive Context

                                                                                                                                                                                                        • Figure 49: Vitamins and other supplements intake, by demographics, 2010
                                                                                                                                                                                                    • Appendix – The Consumer – Use OTC Pain and Cold/Flu Remedies

                                                                                                                                                                                                        • Figure 50: Usage of cold and flu remedies in the last 12 months, by demographics, 2010
                                                                                                                                                                                                        • Figure 51: Usage of headache remedies in the last 12 months, by demographics, 2010
                                                                                                                                                                                                    • Appendix – The Consumer – Type and Format of OTC Pain and Cold/Flu Remedies Used

                                                                                                                                                                                                        • Figure 52: Painkiller tablets taken in the last 12 months, by demographics, April 2011
                                                                                                                                                                                                        • Figure 53: Painkiller capsules/caplets (including liquid-filled) used or taken in the last 12 months, by demographics, April 2011
                                                                                                                                                                                                        • Figure 54: Water-soluble/dissolvable painkillers used or taken in the last 12 months, by demographics, April 2011
                                                                                                                                                                                                        • Figure 55: Liquid medicine painkillers used or taken in the last 12 months, by demographics, April 2011
                                                                                                                                                                                                        • Figure 56: Painkillers topical/patches used or taken in the last 12 months, by demographics, April 2011
                                                                                                                                                                                                        • Figure 57: Other painkillers used or taken in the last 12 months, by demographics, April 2011
                                                                                                                                                                                                        • Figure 58: Most popular types of cold/flu used or taken in the last 12 months, by demographics, April 2011
                                                                                                                                                                                                        • Figure 59: Next most popular types of cold/flu used or taken in the last 12 months, by demographics, April 2011
                                                                                                                                                                                                    • Appendix – – How Symptoms of Pain and Cold/Flu Are Treated

                                                                                                                                                                                                        • Figure 60: How you treat pain symptoms (eg head ache, backache), by demographics, April 2011
                                                                                                                                                                                                        • Figure 61: How consumers treat pain and cold/flu symptoms, by demographics, April 2011
                                                                                                                                                                                                        • Figure 62: How consumers treat pain and cold/flu symptoms, by demographics, April 2011
                                                                                                                                                                                                        • Figure 63: How consumers treat pain and cold/flu symptoms, by demographics, April 2011
                                                                                                                                                                                                    • Appendix – The Consumer – Influence of Purchase of OTC Pain and Cold/Flu Remedies

                                                                                                                                                                                                        • Figure 64: Most popular factors influencing choice of OTC painkillers and cold/flu remedies, by demographics, April 2011
                                                                                                                                                                                                        • Figure 65: Next most popular factors influencing choice of OTC painkillers and cold/flu remedies, by demographics, April 2011
                                                                                                                                                                                                        • Figure 66: Other factors influencing choice of OTC painkillers and cold/flu remedies, by demographics, April 2011
                                                                                                                                                                                                        • Figure 67: Most popular factors influencing choice of OTC painkillers and cold/flu remedies – users only, by demographics, April 2011
                                                                                                                                                                                                        • Figure 68: Next most popular factors influencing choice of OTC painkillers and cold/flu remedies – users only, by demographics, April 2011
                                                                                                                                                                                                        • Figure 69: Other factors influencing choice of OTC painkillers and cold/flu remedies – users only, by demographics, April 2011
                                                                                                                                                                                                    • Appendix – The Consumer – Attitudes towards OTC Pain and Cold/Flu Remedies

                                                                                                                                                                                                        • Figure 70: Attitudes towards OTC painkillers – users only, by demographics, April 2011
                                                                                                                                                                                                        • Figure 71: Attitudes towards cold/flu remedies – users only, by demographics, April 2011
                                                                                                                                                                                                    • Appendix – Further Analysis – Types of Products Used

                                                                                                                                                                                                        • Figure 72: Repertoire of tablets used or taken in the last 12 months, by demographics, April 2011
                                                                                                                                                                                                        • Figure 73: Repertoire of capsules/caplets (including liquid-filled) used or taken in the last 12 months, by demographics, April 2011
                                                                                                                                                                                                        • Figure 74: Repertoire of water-soluble/dissolvable used or taken in the last 12 months, by demographics, April 2011
                                                                                                                                                                                                        • Figure 75: Repertoire of other painkillers used or taken in the last 12 months, by demographics, April 2011

                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                    • Alcon, Inc.
                                                                                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                    • Alliance Boots
                                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                                    • Aspar Pharmaceuticals
                                                                                                                                                                                                    • BabyCenter, L.L.C.
                                                                                                                                                                                                    • Bank of England
                                                                                                                                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                    • Church & Dwight UK Ltd
                                                                                                                                                                                                    • Co-operative Group
                                                                                                                                                                                                    • Crookes Healthcare
                                                                                                                                                                                                    • David Lloyd Leisure
                                                                                                                                                                                                    • Department of Health
                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                    • Financial Times Group
                                                                                                                                                                                                    • Freeview
                                                                                                                                                                                                    • Galpharm International Ltd
                                                                                                                                                                                                    • GlaxoSmithKline Plc
                                                                                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                                                                                    • Health Protection Agency
                                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                                    • Johnson & Johnson
                                                                                                                                                                                                    • Johnson & Johnson Ltd
                                                                                                                                                                                                    • Kantar Media
                                                                                                                                                                                                    • Kobayashi Healthcare UK
                                                                                                                                                                                                    • Lidl (UK)
                                                                                                                                                                                                    • Lifescan
                                                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                                                    • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                                                    • Medical and Healthcare Products Regulatory Authority (MHRA)
                                                                                                                                                                                                    • Metro (The)
                                                                                                                                                                                                    • mmO2 plc
                                                                                                                                                                                                    • Monster
                                                                                                                                                                                                    • Napiers The Herbalist Ltd
                                                                                                                                                                                                    • Netto Foodstores Ltd
                                                                                                                                                                                                    • Novartis AG
                                                                                                                                                                                                    • Novartis Consumer Health UK Ltd
                                                                                                                                                                                                    • Numark Pharmacy
                                                                                                                                                                                                    • Orange plc (UK)
                                                                                                                                                                                                    • Orbis Consumer Products
                                                                                                                                                                                                    • Oscar & Dehn Ltd
                                                                                                                                                                                                    • Pfizer Consumer Healthcare (UK)
                                                                                                                                                                                                    • Pfizer Inc
                                                                                                                                                                                                    • Poundstretcher Ltd
                                                                                                                                                                                                    • Primavera
                                                                                                                                                                                                    • Procter & Gamble UK & Ireland
                                                                                                                                                                                                    • Proprietary Association of Great Britain
                                                                                                                                                                                                    • Reckitt Benckiser (UK)
                                                                                                                                                                                                    • Reckitt Benckiser plc
                                                                                                                                                                                                    • Sauflon Pharmaceuticals
                                                                                                                                                                                                    • Scholl Consumer Products Ltd
                                                                                                                                                                                                    • SSL International Plc
                                                                                                                                                                                                    • T-Mobile (UK) Ltd
                                                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                                                    • Teva UK Limited
                                                                                                                                                                                                    • The Mentholatum Co. Inc.
                                                                                                                                                                                                    • Thornton and Ross Ltd
                                                                                                                                                                                                    • Virgin Media Ltd
                                                                                                                                                                                                    • Virgin Mobile
                                                                                                                                                                                                    • Vitabiotics Ltd
                                                                                                                                                                                                    • Vodafone Group Plc (UK)
                                                                                                                                                                                                    • Waitrose
                                                                                                                                                                                                    • Wilkinson Hardware Stores Ltd
                                                                                                                                                                                                    • Wm Morrison Supermarkets
                                                                                                                                                                                                    • World Health Organization
                                                                                                                                                                                                    • Wyeth Consumer Healthcare (UK)
                                                                                                                                                                                                    • Yoplait Dairy Crest

                                                                                                                                                                                                    OTC Painkillers and Cold and Flu Remedies - UK - June 2011

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