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OTC Pediatrics - US - February 2016

Illness is prevalent among children, as 90% of children younger than 12 experienced some type of ailment in the past year. Their weaker immune system combined with opportunities for interaction and germ spreading makes them especially susceptible to illness. The OTC (over-the-counter) pediatrics market has continued to grow after a series of product recalls in 2010-13, as parents’ confidence in familiar brands has returned. When it comes to illness, parents will spend on products to help their children feel better and some are seeking out natural remedies as a safer alternative.

This report examines the following areas:

  • New parents are purchasing fewer medications than those with parenting experience
  • Home remedies compromise OTC medication use
  • Parents may not choose any remedies to treat mild ailments

This report explores parents’ attitudes toward children’s OTC medications, including private label and name brand medications. The report will also discuss opportunities for product innovation.

For the purposes of this report, Mintel has used the following definitions:

The OTC pediatrics products market includes children’s strength versions of OTC medications and vitamins/minerals/supplements. This includes remedies that are designed to treat children younger than 12, including babies and toddlers.

The market is segmented as follows:

  • Cold, cough, and allergy remedies (includes sinus and nasal remedies): cold/allergy/sinus remedies; cough syrup; cough/sore throat drops; sore throat remedies; nasal sprays/drops/inhalers; nasal strips; nasal aspirators
  • Vitamins/minerals/supplements: multi-vitamins; 1- and 2-letter vitamins; minerals and supplements. Supplements include only those herbal, homeopathic, and similar products that are generally sold through mainstream retailers.
  • Internal analgesics – liquid and tablet form
  • Baby electrolytes
  • Other health remedies: ear care products; oral pain relief; external analgesic rubs; chest rubs; bedwetting remedies; gastrointestinal remedies, including laxatives, diarrhea remedies, stomach remedies, antacids, motion sickness tablets

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • New parents are purchasing fewer medications than those with parenting experience
            • Figure 1: Children’s OTC medication purchased in past year, by first time parents, November 2015
          • Home remedies compromise OTC medication use
            • Figure 2: Attitudes towards treating with a home remedy, November 2015
          • Parents may not choose any remedies to treat mild ailments
            • Figure 3: Attitudes towards not treating ailments, November 2015
          • The opportunities
            • Natural remedies offer a safe alternative for parents
              • Figure 4: Attitudes toward purchasing natural remedies, by number of children in the household, November 2015
            • Electrolytes segment is primed for new product introductions
              • Figure 5: Segment share of MULO RTD baby electrolytes, 52 weeks ending Nov. 1, 2015
            • Parents are interested in the advice of experts
              • Figure 6: Interest in retail health clinics, November 2015
            • What it means
            • The Market – What You Need to Know

              • OTC pediatrics have solid growth in 2015, continued growth projected
                • Non-treatment and home remedies are competition for OTC pediatrics
                  • Kids are likely to get sick, and where they live impacts their ailment
                    • Fewer households with children, yet more babies being born in the US
                    • Market Size and Forecast

                      • OTC pediatrics experiences solid growth in 2015, projected to continue
                        • Figure 7: Total US sales and fan chart forecast of OTC pediatrics, at current prices, 2010-20
                        • Figure 8: Total US sales and forecast of OTC pediatrics, at current prices, 2010-20
                    • Market Breakdown

                      • Almost half of sales are outside of drug stores and supermarkets
                        • Figure 9: Total US retail sales of OTC pediatrics, by channel, at current prices, 2013 and 2015
                    • Market Perspective

                      • Some parents choose not to treat ailments
                        • Figure 10: Attitudes towards not treating ailments, November 2015
                      • A home remedy can be used in place of OTC medications
                        • Figure 11: Attitudes towards treating with a home remedy, November 2015
                    • Market Factors

                      • Kids get sick
                        • Figure 12: Children’s ailments experienced, November 2015
                      • Number of households with children still waning; yet total children rises
                        • Figure 13: Households, by presence of own children, 2005-15
                        • Figure 14: US population, by child’s age, 2010-20
                        • Figure 15: Annual births and fertility rate, 2004-14
                      • Where children live impacts the types of ailments experienced
                        • Figure 16: Children’s ailments experienced, by region, November 2015
                    • Key Players – What You Need to Know

                      • J&J leads the pack in the OTC pediatric market
                        • Cold, cough, allergy, electrolytes and natural remedies are succeeding
                          • Pedicare struggles; vitamin, mineral and supplement sales stagnate
                            • New formats of OTC pediatrics and probiotics will grow the market
                            • Manufacturer Sales of OTC Pediatrics

                              • J&J maintains its lead in sales of OTC pediatrics
                                • Figure 17: MULO sales of OTC pediatrics, by leading companies, rolling 52 weeks 2014 and 2015
                            • What’s Working?

                              • Cold, allergy, cough, nasal is the largest segment
                                • Figure 18: Total MULO sales for children’s OTC pediatric remedies, by segment, rolling 52 weeks 2015
                                • Figure 19: MULO sales of select cold, cough, nasal remedies, rolling 52 weeks 2014 and 2015
                                • Figure 20: MULO sales of select children’s allergy brands, rolling 52 weeks 2014 and 2015
                              • Brand familiarity keeps J&J brands top in pain and fever relief
                                • Figure 21: MULO sales of internal analgesics, by leading companies, rolling 52 weeks 2014 and 2015
                              • Baby electrolytes market controlled by Abbott
                                • Figure 22: MULO sales of RTD baby electrolytes, by leading companies and brands, rolling 52 weeks 2014 and 2015
                              • Natural brands Hyland’s and Maty’s experience solid growth
                                • Figure 23: MULO sales of select Homeopathic brands, rolling 52 weeks 2014 and 2015
                            • What’s Struggling?

                              • Prestige Brands’ Pedicare see sales dip across all segments
                                • Figure 24: MULO sales of PediaCare products, rolling 52 weeks 2014 and 2015
                              • Vitamins, minerals, and supplement sales stagnate
                                • Figure 25: MULO sales of vitamins, minerals, and supplements*, by leading companies and brands, rolling 52 weeks 2014 and 2015
                            • What’s Next?

                              • Oxy Bump delivers oxygen-powered relief to children’s nose and throat
                                • Parents proactively treating child’s gut health
                                  • Lollipop formats of medicated relief could appeal to children
                                  • The Consumer – What You Need to Know

                                    • Most kids get sick
                                      • Almost all parents with a sick child purchase OTC medications
                                        • Liquid is parent’s go-to format, but kids like gummy more
                                          • Technology offers the convenience parents want to treat a sick kid
                                            • Parents rely first on OTC medications; some forgo treatment
                                              • Some parents are more exploratory in their product choices
                                              • Ailments Kids Experience

                                                • Most children get sick
                                                  • Figure 26: Children’s ailments experienced in past year, by child’s age, November 2015
                                                • Where kids live impacts their illnesses
                                                  • Figure 27: Children’s ailments experienced in past year, by region, November 2015
                                                • More kids in a household means more germs to go around
                                                  • Figure 28: Children’s ailments experienced in past year, by number of children in household, November 2015
                                                • The impact of some ailments vary by race
                                                  • Figure 29: Children’s ailments experienced in past year, by race and Hispanic origin, November 2015
                                              • Children’s OTC Medications Purchased

                                                • Pain relievers, cold, and cough medications top purchased items
                                                  • Figure 30: Children’s OTC medication purchased in past year, November 2015
                                                • Seasoned parents are purchasing more medications
                                                  • Figure 31: Children’s OTC medication purchased in past year, by first time parents, November 2015
                                                • Child’s age impacts types of products purchased
                                                  • Figure 32: Select children’s OTC medication purchased in past year, by child’s age, part 1, November 2015
                                                  • Figure 33: Select children’s OTC medication purchased, by child’s age, part 2, November 2015
                                                • A similar relationship exists between illnesses and treatments by race and Hispanic origin
                                                  • Figure 34: Children’s OTC medication purchased in the past year, by race and Hispanic origin, November 2015
                                              • Perceptions of OTC Medication Formats

                                                • Liquid is parent’s go-to format; kids like gummy
                                                  • Figure 35: Correspondence analysis, perceptions of formats, November 2015
                                                  • Figure 36: Appeal, ease of use, safety, and go-to appeal of medication formats, November 2015
                                                • Hard drops are difficult for children to use; yet children find them appealing
                                                  • Figure 37: Perceptions of hard drops, November 2015
                                                • Ointments are for niche needs, but work quick and are easy to use
                                                  • Figure 38: Perceptions of ointment/rubs, November 2015
                                              • Interest in Tools to Treat and Diagnose

                                                • Parents are drawn to experts for diagnosing
                                                  • Figure 39: Interest in retail health clinics, November 2015
                                                • Technology conveniences are also appealing
                                                  • Figure 40: Interest in technology to diagnosis and treat child’s ailments, November 2015
                                                  • Figure 41: Interested in technology to diagnosis and treat child’s ailments, by Hispanic origin, race and area, November 2015
                                                • Access to diagnoses from the comfort of home resonate with parents
                                                  • Figure 42: Interest in apps or social media to diagnosis and treat child’s ailments, November 2015
                                                  • Figure 43: Interested in apps or social media to diagnosis and treat child’s ailments, by Hispanic origin, race, area, child’s age, first time parent, November 2015
                                              • Attitudes toward Treating Illnesses

                                                • Parents turn to OTC medications first to treat their child’s ailments
                                                  • Figure 44: Attitudes toward treating children with medications, by region, area, first time parent, November 2015
                                                • More than one quarter of parents let illnesses run the course
                                                  • Figure 45: Attitudes toward letting ailments run the course, by region, area, parent employment, November 2015
                                                • Professionals are best information source, but not first point of contact
                                                  • Figure 46: Attitudes toward sources of information, by area, number of children in household, child’s age, November 2015
                                              • Attitudes toward Shopping for Treatments

                                                • One third of parents are buying brand name treatments
                                                  • Figure 47: Attitudes toward purchasing OTC medication, by Hispanic origin and race, November 2015
                                                • New products are polarizing to parents
                                                  • Figure 48: Attitudes toward trying new OTC medications, by number of children in household, child’s age, November 2015
                                                • One quarter of parents purchase medications with natural ingredients
                                                  • Figure 49: Attitudes toward natural and homeopathic OTC medication, by Hispanic origin and race, number of children in the household, November 2015
                                              • Appendix – Data Sources and Abbreviations

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

                                                                • Figure 50: Total US sales and forecast of OTC pediatrics, at inflation-adjusted prices, 2010-20
                                                            • Appendix – Key Players

                                                                • Figure 51: MULO sales of cold, allergy, cough, nasal remedies, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                • Figure 52: MULO sales of miscellaneous health remedies, by leading companies and brands, rolling 52 weeks 2014 and 2015

                                                            Companies Covered

                                                            • Walmart Stores (USA)

                                                            OTC Pediatrics - US - February 2016

                                                            £3,174.67 (Excl.Tax)