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OTC Pediatrics - US - March 2014

“After a series of product recalls, the OTC pediatrics market appears to have fully recovered. However, the market faces a few challenges to growth, including a declining population of households with children, and an overall movement toward prevention rather than treatment. Manufacturers and retailers that can meet parents’ unique needs will be best positioned to maximize sales.”

– Emily Krol, Health and Wellness Analyst

Some questions answered in this report include:

  • Are the percentage of households with children declining?
  • Will the growth of Black and Hispanic households affect OTC pediatrics market?
  • How can brands use social media to connect with parents?

Illness is prevalent among children, as more than 85% of children younger than 12 experienced some type of ailment in the past year. Their lower immune system combined with opportunities for interaction and germ spreading makes them especially susceptible to illness.

Despite a string of product recalls from a few high-profile brands, the OTC (over-the-counter) pediatrics market has continued to grow, fueled by the return to market of most top-selling brands. When it comes to illness, parents will spend on products to help their children feel better as quickly as possible.

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. Usage of and attitudes toward children’s vitamins will also be presented.

This report builds on the analysis presented in Mintel’s OTC Pediatrics – US, August 2012, as well as the November 2010 and October 2008 report of the same title.

The OTC pediatrics products market, as defined by Mintel for this report, 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 – multivitamins; 1- and 2-letter vitamins; minerals and supplements
  • Internal analgesics – liquid and tablet form
  • Baby electrolytes
  • Miscellaneous health remedies – ear care products; oral pain relief; external analgesic rubs; chest rubs; bedwetting remedies; gastrointestinal remedies, including laxatives, diarrhea remedies, stomach remedies, antacids, and motion sickness tablets

The report excludes lice treatments and health accessories (thermometers, bandages, braces, vaporizers, etc) as well as prescription medications.

The market size is based on specific brands of children’s medications. In some cases, available point-of-sale data do not differentiate between children’s and adult versions that share the same brand name. Mintel estimated sales of those brands, as well as private label versions of OTC pediatrics, based on similarities with identified brands and additional research on the market.

Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                  • Overview
                    • Sales of OTC pediatrics rebound to pre-recall levels
                      • Figure 1: Total US sales and fan chart forecast of OTC pediatrics, at current prices, 2008-18
                    • Market drivers
                      • Number of households with children declines, while actual population of children increases
                        • Figure 2: US population younger than 18, 2009, 2014, and 2019
                      • Ailments experienced
                        • Figure 3: Ailments experienced, December 2013
                        • Figure 4: Types of OTC children's medications purchased, December 2013
                      • Cold, cough, and allergy remedies continue to make up majority of market
                        • Figure 5: Sales of OTC pediatrics, segmented by type, at current prices, 2011 and 2013
                      • A large number of key players make for a competitive market
                        • Figure 6: MULO sales of OTC pediatrics, by leading companies, rolling 52 weeks 2012 and 2013
                      • The consumer
                        • Usage of and interest in ways to treat ailments
                          • Figure 7: Usage of and interest in ways to treat ailments, December 2013
                        • Attitudes toward children’s OTC medications
                          • Figure 8: Purchase habits of children's OTC remedies, December 2013
                          • Figure 9: Attitudes toward recalled children's OTC remedies, December 2013
                        • What we think
                        • Issues and Insights

                            • The percentage of households with children is declining
                              • The issues
                                • The implications
                                  • Growth of Black and Hispanic households will affect OTC pediatrics market
                                    • The issues
                                      • The implications
                                        • How can brands use social media to connect with parents?
                                          • The issues
                                            • The implications
                                            • Trend Applications

                                                • Trend: Play Ethic
                                                  • Trend: Prepare for the Worst
                                                    • Trend: Moral Brands
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Sales of OTC pediatrics reach new high
                                                          • Sales and forecast of OTC pediatrics
                                                            • Figure 10: Total US sales and forecast of OTC pediatrics, at current prices, 2008-18
                                                            • Figure 11: Total US sales and forecast of OTC pediatrics, at inflation-adjusted prices, 2008-18
                                                          • Fan chart forecast
                                                              • Figure 12: Total US sales and fan chart forecast of OTC pediatrics, at current prices, 2008-18
                                                          • Market Drivers

                                                            • Key points
                                                              • High incidence of illness in children
                                                                • Figure 13: Ailments experienced, by age of child, December 2013
                                                              • Number of households with children declining, but actual population of children expected to increase
                                                                • Figure 14: US households, by presence of own children, 2003-13
                                                                • Figure 15: Annual births, 2002-12
                                                                • Figure 16: US population <12, by race/ethnicity, 2014, and 2019
                                                              • ACA increases number of families with health insurance
                                                                • Childhood obesity rates high, but stabilizing
                                                                  • Figure 17: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                • Ailments concentrated in certain areas
                                                                  • Figure 18: Any ailments experienced, by region, December 2013
                                                                • Parents using more natural remedies
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Home remedies to the rescue
                                                                      • Fortified foods could erode vitamin purchases
                                                                        • Alternate approaches
                                                                          • Figure 19: amber necklace
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Sick children points to healthy growth of OTC pediatrics
                                                                            • Sales of OTC pediatrics, by segment
                                                                              • Figure 20: Sales of OTC pediatrics, segmented by type, at current prices, 2011 and 2013
                                                                          • Segment Performance – Cold, Cough, and Allergy Remedies (including Sinus and Nasal)

                                                                            • Key points
                                                                              • High rates of colds, coughs, and sore throats fuel growth of this segment
                                                                                • Sales and forecast of OTC children’s cold, cough, and allergy remedies
                                                                                  • Figure 21: Total US sales and forecast of OTC children’s cold, cough, and allergy remedies, at current prices, 2008-18
                                                                              • Segment Performance – Vitamins, Minerals, and Supplements

                                                                                • Key points
                                                                                  • Parents recognize importance of vitamins
                                                                                    • Sales and forecast of children’s vitamins, minerals, and supplements
                                                                                      • Figure 22: Total US sales and forecast of OTC children’s vitamins, minerals, and supplements, at current prices, 2008-18
                                                                                  • Segment Performance – Internal Analgesics

                                                                                    • Key points
                                                                                      • Return of Tylenol and Motrin to shelf positive news for internal analgesics
                                                                                        • Sales and forecast of OTC children’s internal analgesics
                                                                                          • Figure 23: Total US sales and forecast of OTC children’s internal analgesics, at current prices, 2008-18
                                                                                      • Segment Performance – Baby Electrolytes

                                                                                        • Key points
                                                                                          • A need for hydration
                                                                                            • Sales and forecast of baby electrolytes
                                                                                              • Figure 24: Total US sales and forecast of baby electrolytes, at current prices, 2008-18
                                                                                          • Segment Performance – Miscellaneous Remedies

                                                                                            • Key points
                                                                                              • Overall trend of miscellaneous remedies flat
                                                                                                • Sales and forecast of OTC children’s miscellaneous remedies
                                                                                                  • Figure 25: Total US sales and forecast of OTC children’s miscellaneous remedies, at current prices, 2008-18
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Lower prices make “other” channels an appealing option
                                                                                                    • Figure 26: Agreement with attitudes toward health, by presence of children in household, December 2012
                                                                                                  • Sales of OTC pediatrics, by channel
                                                                                                    • Figure 27: US sales of OTC Pediatrics, at current prices, by retail channel, 2008-13
                                                                                                  • Opportunities to increase sales at retail locations
                                                                                                    • Locations with retail clinics offer convenience for parents
                                                                                                      • Figure 28: Retail health clinics visited, by presence of children in household, October 2013
                                                                                                  • Leading Companies

                                                                                                    • Key points
                                                                                                      • Johnson & Johnson regains the lead
                                                                                                        • Manufacturer sales of OTC pediatrics
                                                                                                          • Figure 29: MULO sales of OTC pediatrics, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                      • Brand Share – Cold, Cough, and Allergy Remedies (including Sinus and Nasal)

                                                                                                        • Key points
                                                                                                          • Prevalence of allergies drives sales of OTC children’s allergy medications
                                                                                                            • Product availability affects performance
                                                                                                              • Children’s colds drive consumption
                                                                                                                • Manufacturer sales of children’s OTC cold, cough, and allergy remedies (including nasal and sinus remedies)
                                                                                                                  • Figure 30: MULO sales of cold, cough, and allergy remedies (including nasal and sinus), by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                  • Figure 31: Brands of children's cough/cold products used, July 2010-September 2013
                                                                                                              • Brand Share – Vitamins, Minerals, and Supplements

                                                                                                                • Key points
                                                                                                                  • Children’s vitamin sales remain flat, brand leader declines
                                                                                                                    • Other brands seek to steal share from Flintstones
                                                                                                                      • Enfamil finds success with niche market of “baby” vitamins
                                                                                                                        • Manufacturer sales of children’s vitamins
                                                                                                                          • Figure 32: MULO sales of vitamins, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                          • Figure 33: Brands of children's vitamins used, July 2010-September 2013
                                                                                                                      • Brand Share – Internal Analgesics

                                                                                                                        • Key points
                                                                                                                          • Return to market of key brands drives increase in internal analgesics
                                                                                                                            • Little Remedies a bright spot for Prestige brands
                                                                                                                              • Figure 34: Squeezable single-dose packets by PediaCare, 2013
                                                                                                                            • Manufacturer sales of children’s internal analgesics
                                                                                                                              • Figure 35: MULO sales of internal analgesics, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                              • Figure 36: Brands of children's fever reducers and pain relievers used, July 2010-September 2013
                                                                                                                          • Brand Share – Baby Electrolytes

                                                                                                                            • Key points
                                                                                                                              • Sales of hydration products continue to be strong
                                                                                                                                • Manufacturer sales of baby electrolytes
                                                                                                                                  • Figure 37: MULO sales of baby electrolytes, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                              • Brand Share – Miscellaneous Remedies

                                                                                                                                • Key points
                                                                                                                                  • Teething pain drives sales of miscellaneous remedies
                                                                                                                                    • Rubbing the pain away
                                                                                                                                      • Stomach remedies stabilize
                                                                                                                                        • Manufacturer sales of miscellaneous health remedies
                                                                                                                                          • Figure 38: MULO sales of miscellaneous health remedies, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                      • Innovations and Innovators

                                                                                                                                        • Introductions of children’s medications declining
                                                                                                                                          • Figure 39: OTC children’s medication launches, by subcategory, 2008-13
                                                                                                                                        • Children’s medication launches focused on “free from”
                                                                                                                                            • Figure 40: OTC children’s medication launches, top claims, 2008-13
                                                                                                                                          • Cold, cough, and allergy remedies
                                                                                                                                            • Vitamins, minerals, and supplements
                                                                                                                                              • Figure 41: Feel Good Children’s Gummies
                                                                                                                                            • Internal analgesics
                                                                                                                                              • Baby electrolytes
                                                                                                                                                • Miscellaneous
                                                                                                                                                  • Launches from private label brands boost sales at key retailers
                                                                                                                                                    • Figure 42: OTC children’s medication launches, and share of branded/private label launches, 2008-13
                                                                                                                                                  • Homeopathic and herbal innovations
                                                                                                                                                    • Alternative formats help to make dosing/administering easier
                                                                                                                                                      • Figure 43: PediaCare Fever Reducer single-dose product image
                                                                                                                                                  • Marketing Strategies

                                                                                                                                                    • Overview of the brand landscape
                                                                                                                                                      • Empowering moms to help their children feel better quickly
                                                                                                                                                        • Figure 44: Infants Tylenol, “for everything we do…,” 2013
                                                                                                                                                        • Figure 45: PediaCare, “Dancing Girl,” 2013
                                                                                                                                                      • Wanting the best for children
                                                                                                                                                        • Figure 46: Print advertisement for Flintstones toddler Gummies vitamins
                                                                                                                                                      • Aligning with a charity/celebrity
                                                                                                                                                        • Figure 47: smilingitforward.com screenshot, 2014
                                                                                                                                                        • Figure 48: Say Yes to Less Screenshot, 2014
                                                                                                                                                        • Figure 49: Little Remedies: Say yes to less negativity, 2014
                                                                                                                                                        • Figure 50: 10 million stronger screenshot, 2014
                                                                                                                                                    • Types of OTC Medications Purchased/Used

                                                                                                                                                      • Key points
                                                                                                                                                        • Incidence of colds and coughs drives purchases
                                                                                                                                                          • Pain relievers used to treat many ailments
                                                                                                                                                            • Figure 51: Types of OTC children's medications purchased, by age of child, December 2013
                                                                                                                                                          • Opportunities to increase purchases of specific products
                                                                                                                                                            • Figure 52: Have purchased medication, by any ailments experienced, December 2013
                                                                                                                                                          • Bundle products for households that purchase multiple products
                                                                                                                                                            • Figure 53: Types of OTC children's medications purchased, by repertoire of types of OTC children's medications purchased, December 2013
                                                                                                                                                          • Growth of liquid remedies makes dosing easier
                                                                                                                                                            • Figure 54: Types of children's fever reducers, pain relievers used and children's cough/cold products used, July 2007-September 2013
                                                                                                                                                        • Usage of and Interest in Ways to Treat Ailments

                                                                                                                                                          • Key points
                                                                                                                                                            • A desire for ease in selecting and dispensing children’s medications
                                                                                                                                                              • Trust in professionals
                                                                                                                                                                • Investing in prevention and boosting immunity
                                                                                                                                                                  • Figure 55: Ailment treatment approaches, December 2013
                                                                                                                                                                • Parents of younger children more likely to be interested in trying innovations
                                                                                                                                                                  • Figure 56: Ailment treatment approaches used and interested in trying again, by age of child, December 2013
                                                                                                                                                                  • Figure 57: Ailment treatment approaches not used, but interested in trying, by age of child, December 2013
                                                                                                                                                              • Perceived Safety and Effectiveness

                                                                                                                                                                • Key points
                                                                                                                                                                  • Safety concerns drive purchases of brand name medications
                                                                                                                                                                    • Figure 58: Remedy safety, December 2013
                                                                                                                                                                  • Branded medications rated higher in effectiveness
                                                                                                                                                                    • Figure 59: Remedy effectiveness, December 2013
                                                                                                                                                                  • Parents’ demographics impact perceived safety and effectiveness
                                                                                                                                                                  • Attitudes toward Children’s OTC Medications

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Attitudes do not translate to action
                                                                                                                                                                        • Figure 60: Purchase habits of children's OTC remedies, by age of child, December 2013
                                                                                                                                                                      • Product recalls do not affect purchase habits
                                                                                                                                                                        • Figure 61: Attitudes toward recalled children's OTC remedies, by age of child, December 2013
                                                                                                                                                                      • Determining which products to use
                                                                                                                                                                        • Figure 62: Seeking information about children's OTC remedies, by age of child, December 2013
                                                                                                                                                                      • Impact of flavor in OTC pediatric selection
                                                                                                                                                                        • Figure 63: Attitudes toward flavor of children's OTC remedies, by age of child, December 2013
                                                                                                                                                                      • Skepticism and confusion around OTC children’s medication
                                                                                                                                                                        • Figure 64: Attitudes toward treating children's ailments, by age of child, December 2013
                                                                                                                                                                      • Giving medication at first sign of an ailment
                                                                                                                                                                        • Figure 65: Attitudes toward children's OTC remedies, by attitudes toward treating children's ailments, December 2013
                                                                                                                                                                    • Usage of and Attitudes toward Children’s Vitamins

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Many parents give their children vitamins
                                                                                                                                                                          • Figure 66: Vitamin usage, December 2013
                                                                                                                                                                        • Parents believe in health benefits of vitamins
                                                                                                                                                                          • Figure 67: Bayer Flintstones – Omega-3 DHA Gummy Supplement
                                                                                                                                                                          • Figure 68: Attitudes toward vitamins, by age of child, December 2013
                                                                                                                                                                        • Promoting vitamins to parents from a lower household income
                                                                                                                                                                          • Figure 69: Attitudes toward vitamins, by household income, December 2013
                                                                                                                                                                        • Warding off illness with vitamins
                                                                                                                                                                          • Figure 70: Any ailments experienced, by any children use vitamins, December 2013
                                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Growth of Hispanic and Black populations can drive sales of OTC pediatrics
                                                                                                                                                                            • Figure 71: Any ailments experienced, by race/Hispanic origin, December 2013
                                                                                                                                                                          • Medications purchased and used
                                                                                                                                                                            • Figure 72: Types of OTC children's medications purchased, by race/Hispanic origin, December 2013
                                                                                                                                                                            • Figure 73: How often use children's fever reducers and pain relievers, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                          • Promoting vitamins to support brain health
                                                                                                                                                                            • Figure 74: Vitamin usage – Any children use vitamins, by race/Hispanic origin, December 2013
                                                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                                                          • Retail channels
                                                                                                                                                                            • Figure 75: Total US retail sales of OTC pediatrics, by channel, at current prices, 2011-13
                                                                                                                                                                          • Innovations and innovators
                                                                                                                                                                            • Figure 76: OTC children’s medication launches, by flavor, 2008-13
                                                                                                                                                                            • Figure 77: OTC children’s medication launches, by format, 2008-13
                                                                                                                                                                          • Ailments experienced
                                                                                                                                                                            • Figure 78: Any ailments experienced, by household size, December 2013
                                                                                                                                                                          • Types of OTC Medications Purchased/Used
                                                                                                                                                                            • Figure 79: Number of OTC children's medications purchased, by household size, December 2013
                                                                                                                                                                            • Figure 80: Have purchased medication, by any ailments experienced, December 2013 (Part 1)
                                                                                                                                                                            • Figure 81: Have purchased medication, by any ailments experienced, December 2013 (Part 2)
                                                                                                                                                                            • Figure 82: Have purchased medication, by any ailments experienced, December 2013 (Part 3)
                                                                                                                                                                            • Figure 83: Brands of children's fever reducers and pain relievers used, July 2012-September 2013
                                                                                                                                                                          • Usage of and interest in ways to treat ailments
                                                                                                                                                                            • Figure 84: Ailment treatment approaches used and interested in trying again, by employment, December 2013
                                                                                                                                                                            • Figure 85: Any interest in ways to treat ailments, among parents with children who experienced an ailment in past 12 months, December 2013
                                                                                                                                                                          • Perceived safety and effectiveness
                                                                                                                                                                            • Figure 86: Remedy safety – Any safe, by gender, December 2013
                                                                                                                                                                            • Figure 87: Remedy effectiveness – Any effective, by gender, December 2013
                                                                                                                                                                            • Figure 88: Remedy safety – Any safe, by age, December 2013
                                                                                                                                                                            • Figure 89: Remedy effectiveness – Any effectiveness, by age, December 2013
                                                                                                                                                                            • Figure 90: Remedy safety – Any safe, by household income, December 2013
                                                                                                                                                                            • Figure 91: Remedy effectiveness – Any effective, by household income, December 2013
                                                                                                                                                                            • Figure 92: Remedy safety – Any safe, by employment, December 2013
                                                                                                                                                                            • Figure 93: Remedy effectiveness – Any effectiveness, by employment, December 2013
                                                                                                                                                                            • Figure 94: Remedy effectiveness – Any effectiveness, by region, December 2013
                                                                                                                                                                          • Attitudes toward children’s OTC medications
                                                                                                                                                                            • Figure 95: Attitudes toward children's OTC remedies, by gender, December 2013
                                                                                                                                                                            • Figure 96: Attitudes toward children's OTC remedies, by race/Hispanic origin, December 2013
                                                                                                                                                                            • Figure 97: Attitudes toward children's OTC remedies, by attitudes toward treating children's ailments, December 2013
                                                                                                                                                                            • Figure 98: Attitudes toward treating children's ailments, by race/Hispanic origin, December 2013
                                                                                                                                                                            • Figure 99: Attitudes toward treating children's ailments, by any ailments experienced, December 2013 (Part 1)
                                                                                                                                                                            • Figure 100: Attitudes toward treating children's ailments, by any ailments experienced, December 2013 (Part 2)
                                                                                                                                                                            • Figure 101: Attitudes toward treating children's ailments, by any ailments experienced, December 2013 (Part 3)
                                                                                                                                                                          • Usage of and attitudes toward children’s vitamins
                                                                                                                                                                            • Figure 102: Vitamin usage – Any children use vitamins, by household income, December 2013
                                                                                                                                                                            • Figure 103: Attitudes toward vitamins, by gender and age, December 2013
                                                                                                                                                                          • Household size by age
                                                                                                                                                                            • Figure 104: Household size, by age of child, December 2013
                                                                                                                                                                          • Health habits
                                                                                                                                                                            • Figure 105: Attitudes toward doctors, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                        • Appendix – Market Drivers

                                                                                                                                                                          • Patient Protection and Affordable Care Act
                                                                                                                                                                            • Consumer confidence
                                                                                                                                                                              • Figure 106: University of Michigan’s index of consumer sentiment (ICS), 2007-14
                                                                                                                                                                            • Unemployment
                                                                                                                                                                              • Figure 107: US Unemployment Rate, by month, 2002-14
                                                                                                                                                                              • Figure 108: US unemployment and underemployment rates, 2007-14
                                                                                                                                                                            • Racial, ethnic population growth
                                                                                                                                                                              • Figure 109: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                                                                                                                                            • Shifting US demographics
                                                                                                                                                                              • Figure 110: Households with children, by race and Hispanic origin of householder, 2013
                                                                                                                                                                              • Figure 111: Annual births and fertility rate, 2002-12
                                                                                                                                                                              • Figure 112: Fertility rate, by race and Hispanic origin, 2002-12
                                                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Abbott Laboratories
                                                                                                                                                                            • Ambulatory Pediatrics Association (APA)
                                                                                                                                                                            • Bayer Corporation
                                                                                                                                                                            • Chattem, Inc.
                                                                                                                                                                            • Church & Dwight Co. Inc
                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                            • Merck & Co. Inc.
                                                                                                                                                                            • Novartis AG
                                                                                                                                                                            • Pfizer Consumer Health Care Group (US)
                                                                                                                                                                            • Prestige Brands Holdings, Inc.
                                                                                                                                                                            • Reckitt Benckiser USA
                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                            OTC Pediatrics - US - March 2014

                                                                                                                                                                            £3,199.84 (Excl.Tax)