Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

OTC Pediatrics - US - November 2010

With the exception of a sales boost in 2009 motivated by the H1N1 flu pandemic, the children’s over-the-counter (OTC) remedy market has suffered over the last three years from negative publicity resulting from a steady stream of events, including multiple recalls, a plant closing, and an ongoing inquiry into the safety and efficacy of cough and cold products for children. These events appear to have reinforced parents’ instinctive caution concerning the medicines they give their children. Putting the category back on a growth track will require concerted efforts from both manufacturers and retailers to rebuild parents’ trust.

This report offers in-depth analysis of the OTC pediatric remedies market, including:

  • Analysis of sales and market share in eight different segments of the category, including the key categories of internal analgesics, cold/allergy/sinus remedies, baby electrolytes and children’s vitamins, among others
  • An examination of the retail landscape and ideas on how retailers can help address issues facing the category
  • Research and insight into how parents view homeopathic remedies and other alternatives to conventional children’s remedies
  • Mintel’s exclusive consumer research examining parents’ behaviors and perceptions of the safety and efficacy of children’s remedies

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data Sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Market at a glance: extraordinary events drive fluctuation in sales
                        • Recalls and flu drive fluctuation in children’s OTC remedy sales
                          • Cautious parents set the tone
                            • Four major segments account for the bulk of category sales
                              • Natural, homeopathic, and herbal remedies an option for a few
                                • Drug stores lead but don’t dominate pediatric OTC remedy sales
                                  • Johnson & Johnson’s leadership seriously threatened by series of recalls
                                    • Other companies have smaller presence, creating opportunity for retailers
                                      • Vitamins and supplements most active area for new products
                                        • Common ailments drive product purchase
                                          • General purpose pain relievers viewed as most effective, specialized remedies seen as less so
                                            • Safety remains key concern for parents
                                              • Professional and casual recommendations alike important in product selection
                                                • Consistent dosing instructions and functional attributes top list of interests
                                                • Insights and Opportunities

                                                  • Retail remedies
                                                    • Alternative strategy
                                                    • Inspire Insights

                                                        • Trend: Transparency
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • A series of unfortunate events impacts children’s OTC remedy sales
                                                              • Future prospects unclear for category
                                                                • Sales and forecast of OTC pediatrics
                                                                  • Figure 1: Total U.S. retail sales and forecast of OTC pediatrics, at current prices, 2005-15
                                                                  • Figure 2: Total U.S. retail sales and forecast of OTC pediatrics, at inflation-adjusted prices, 2005-15
                                                                • Fan chart forecast
                                                                    • Figure 3: FDMx sales and fan chart forecast of OTC pediatrics, at current prices, 2005-15
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Recession may impact population growth of young children
                                                                      • Figure 4: U.S. population, by age of child, 2005-15
                                                                    • Incidence and severity of seasonal influenza
                                                                      • Figure 5: Seasonal influenza severity in the U.S., 2001-08
                                                                    • Rising childhood obesity rates boost use of OTC remedies and prescriptions
                                                                    • Competitive Context

                                                                      • Overview—cautious parents set the tone
                                                                        • Natural, homeopathic, and herbal remedies an option for a few
                                                                          • Figure 6: Attitudes towards homeopathic remedies for children, by age of parent, July 2010
                                                                        • Prescriptions increasingly in the mix, pointing to bigger health issues
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Four major segments, only minimal overlap
                                                                              • Smaller segments more specialized
                                                                                • Sales of OTC pediatric remedies, by segment
                                                                                  • Figure 7: U.S. FDMx sales of OTC pediatrics, segmented by type, 2009 and 2010
                                                                              • Segment Performance—Internal Analgesics

                                                                                • Key points
                                                                                  • Extraordinary events behind fever reducer/pain reliever sales results
                                                                                    • Segment remains a medicine chest essential
                                                                                      • Sales and forecast of internal analgesics
                                                                                        • Figure 8: U.S. sales and forecast of internal analgesics, at current prices, 2005-15
                                                                                    • Segment Performance—Vitamins

                                                                                      • Key points
                                                                                        • Multiple factors boost kids’ multivitamins
                                                                                          • Specialization puts a premium on parent education
                                                                                            • Sales and forecast of vitamins
                                                                                              • Figure 9: U.S. sales and forecast of vitamins, at current prices, 2005-15
                                                                                          • Segment Performance—Baby Electrolytes

                                                                                            • Key points
                                                                                              • Dollar sales slip as private label gains
                                                                                                • Sales and forecast of baby electrolytes
                                                                                                  • Figure 10: U.S. sales and forecast of baby electrolytes, at current prices, 2005-15
                                                                                              • Segment Performance—Cold/Allergy/Sinus Remedies

                                                                                                • Key points
                                                                                                  • Multiple headwinds hold back cold/allergy/sinus remedies
                                                                                                    • Future direction of segment in limbo pending FDA review
                                                                                                      • Sales and forecast of cold/allergy/sinus remedies
                                                                                                        • Figure 11: U.S. sales and forecast of cold/allergy/sinus remedies, at current prices, 2005-15
                                                                                                    • Segment Performance—Gastrointestinal Remedies

                                                                                                      • Key points
                                                                                                        • New products help drive growth
                                                                                                          • Childhood obesity leads to increased incidence of serious GI conditions
                                                                                                            • Sales and forecast of gastrointestinal remedies
                                                                                                              • Figure 12: U.S. sales and forecast of gastrointestinal remedies, at current prices, 2005-15
                                                                                                          • Segment Performance—Nasal Products

                                                                                                            • Key points
                                                                                                              • Nasal product sales flat since 2006
                                                                                                                • Sales and forecast of nasal products
                                                                                                                  • Figure 13: U.S. sales and forecast of nasal products, at current prices, 2005-15
                                                                                                              • Segment Performance—Cough and Sore Throat Remedies

                                                                                                                • Key points
                                                                                                                  • Dosing novelty brings segment back to life
                                                                                                                    • Sales and forecast of cough and sore throat remedies
                                                                                                                      • Figure 14: U.S. sales and forecast of cough and sore throat remedies, at current prices, 2005-15
                                                                                                                  • Segment Performance—Miscellaneous Health Remedies

                                                                                                                    • Key points
                                                                                                                      • Sales of specialized products continue to slide
                                                                                                                        • Sales and forecast of miscellaneous health remedies
                                                                                                                          • Figure 15: U.S. sales and forecast of miscellaneous health remedies, at current prices, 2005-15
                                                                                                                      • Retail Channels

                                                                                                                        • Key points
                                                                                                                          • Drug stores lead but don’t dominate pediatric OTC remedy sales
                                                                                                                            • Demographics drive differences, point to opportunities
                                                                                                                              • Sales of OTC pediatrics, by channel
                                                                                                                                • Figure 16: FDMx retail sales of OTC pediatrics, by channel, 2009 and 2010
                                                                                                                            • Retail Channels—Drug Stores

                                                                                                                              • Key points
                                                                                                                                • Drug chains emphasize healthcare expertise
                                                                                                                                  • Drug store sales of OTC pediatrics
                                                                                                                                    • Figure 17: U.S. drug store sales of OTC pediatrics, at current prices, 2005-10
                                                                                                                                • Retail Channels—Other FDMx Outlets

                                                                                                                                  • Key points
                                                                                                                                    • Other channels hold their own
                                                                                                                                      • Other FDMx channel sales of OTC pediatrics
                                                                                                                                        • Figure 18: U.S. other FDMx channel sales of OTC pediatrics, at current prices, 2005-10
                                                                                                                                    • Leading Companies

                                                                                                                                      • Key points
                                                                                                                                        • J&J’s leadership seriously threatened by series of recalls
                                                                                                                                          • Other companies have smaller presence, creating opportunity for retailers
                                                                                                                                            • Manufacturer sales of OTC pediatrics
                                                                                                                                              • Figure 19: Select manufacturer sales of OTC pediatrics in the U.S., 2009 and 2010
                                                                                                                                              • Figure 20: New healthcare launches with “for children” claim, private label and branded, 2004-10
                                                                                                                                          • Brand Share—Internal Analgesics

                                                                                                                                            • Key points
                                                                                                                                              • Recalls deal a devastating blow to Children’s Tylenol and Motrin
                                                                                                                                                • Private label fills the void
                                                                                                                                                  • Opportunistic launch from Triaminic may capture share
                                                                                                                                                    • Manufacturer and brand sales of internal analgesics
                                                                                                                                                      • Figure 21: Select brand sales and market share of internal analgesics in the U.S., 2009 and 2010
                                                                                                                                                  • Brand Share—Vitamins

                                                                                                                                                    • Key points
                                                                                                                                                      • Kids’ vitamin brands stress specialization
                                                                                                                                                        • Manufacturer and brand sales of vitamins
                                                                                                                                                          • Figure 22: Select brand sales and market share of vitamins in the U.S., 2009 and 2010
                                                                                                                                                      • Brand Share—Baby Electrolytes

                                                                                                                                                        • Key points
                                                                                                                                                          • Segment leader Pedialyte continues to give way to private label
                                                                                                                                                            • Manufacturer and brand sales of baby electrolytes
                                                                                                                                                              • Figure 23: Select brand sales and market share of baby electrolytes in the U.S., 2009 and 2010
                                                                                                                                                          • Brand Share—Cold/Allergy/Sinus Remedies

                                                                                                                                                            • Key points
                                                                                                                                                              • Share data provide partial view of J&J recall impact
                                                                                                                                                                • Private label gains
                                                                                                                                                                  • Manufacturer and brand sales of cold/allergy/sinus remedies
                                                                                                                                                                    • Figure 24: Select brand sales and market share of cold/allergy/sinus remedies in the U.S., 2009 and 2010
                                                                                                                                                                • Brand Share—Gastrointestinal Remedies

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Little overlap between leading brands
                                                                                                                                                                      • Manufacturer and brand sales of gastrointestinal remedies
                                                                                                                                                                        • Figure 25: Select brand sales and market share of gastrointestinal remedies in the U.S., 2009 and 2010
                                                                                                                                                                    • Brand Share—Nasal Products

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Little Noses offers breadth of products and focus on nasal care
                                                                                                                                                                          • Manufacturer and brand sales of nasal products
                                                                                                                                                                            • Figure 26: Select brand sales and market share of nasal products in the U.S., 2009 and 2010
                                                                                                                                                                        • Brand Share—Cough and Sore Throat Remedies

                                                                                                                                                                          • Key point
                                                                                                                                                                            • Dosing novelty boosts declining segment
                                                                                                                                                                              • Manufacturer and brand sales of cough and sore throat remedies
                                                                                                                                                                                • Figure 27: Select brand sales and market share of cough and sore throat remedies in the U.S., 2009 and 2010
                                                                                                                                                                            • Brand Share—Miscellaneous Health Products

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Segment contains variety of small, specialized products
                                                                                                                                                                                  • Vicks Baby Rub by far the biggest seller
                                                                                                                                                                                    • Manufacturer and brand sales of miscellaneous health products
                                                                                                                                                                                      • Figure 28: Select brand sales and market share of miscellaneous health products in the U.S., 2009 and 2010
                                                                                                                                                                                  • Innovation and Innovators

                                                                                                                                                                                    • Overview
                                                                                                                                                                                      • Figure 29: New healthcare launches with “for children” claim, by product type, 2004-10
                                                                                                                                                                                    • Vitamin launches drive sales
                                                                                                                                                                                      • Easier, tastier, more convenient dosing
                                                                                                                                                                                        • Alternative treatments
                                                                                                                                                                                        • Brands and Marketing Strategies

                                                                                                                                                                                          • Flintstones vitamins expand beyond basic nutrition
                                                                                                                                                                                            • Figure 30: Flintstones Gummies with choline television ad, 2010
                                                                                                                                                                                          • Trust in Triaminic
                                                                                                                                                                                            • Figure 31: Triaminic Strips television ad, 2009
                                                                                                                                                                                          • Advil shows competitive nature of category
                                                                                                                                                                                            • Figure 32: Children’s Advil “Fact” television ad, 2010
                                                                                                                                                                                        • OTC Pediatric Product Purchase and Usage

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Medicines for coughs, colds, allergies and flu most widely purchased
                                                                                                                                                                                              • Figure 33: OTC pediatrics purchased in past 12 months, by gender of parent, July 2010
                                                                                                                                                                                              • Figure 34: Teething gel use among parents of children aged 2 and under, July 2010
                                                                                                                                                                                            • Tylenol and Motrin most widely used fever reducers/pain relievers
                                                                                                                                                                                              • Figure 35: Brands of children’s fever/pain relief medicines used, by household income, April 2009-June 2010
                                                                                                                                                                                            • Pre-recall, Children’s Tylenol tops children’s cough and cold remedies
                                                                                                                                                                                              • Figure 36: Brands of children’s cough/cold products, by household income, April 2009-June 2010
                                                                                                                                                                                          • Product Effectiveness and Concerns

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Fever reducers/pain relievers earn high marks on efficacy
                                                                                                                                                                                                • Specialized remedies rated lower, but still positive
                                                                                                                                                                                                  • Figure 37: Effectiveness of OTC children’s medications, July 2010
                                                                                                                                                                                                • Parents hold considerable safety concerns regarding kids’ medicines
                                                                                                                                                                                                  • Figure 38: Concerns about OTC pediatrics, by gender of parent, July 2010
                                                                                                                                                                                                  • Figure 39: Concerns about OTC pediatrics, by age of parent, July 2010
                                                                                                                                                                                              • Purchase Considerations

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Doctor’s recommendation key in choosing children’s OTC remedies
                                                                                                                                                                                                      • Figure 40: Sources consult for OTC pediatric purchases, by gender of parent, July 2010
                                                                                                                                                                                                    • Younger parents seek information and recommendations
                                                                                                                                                                                                      • Figure 41: Sources consult for OTC pediatric purchases, by age of parent, July 2010
                                                                                                                                                                                                    • Desire for clearer, more consistent dosing instructions
                                                                                                                                                                                                        • Figure 42: Concerns and habits regarding OTC pediatric purchases, by gender of parent, July 2010
                                                                                                                                                                                                        • Figure 43: Concerns and habits regarding OTC pediatric purchases, by age of parent, July 2010
                                                                                                                                                                                                      • Functional attributes top the list for product selection
                                                                                                                                                                                                        • Figure 44: Importance factors when selecting OTC pediatrics, by gender of parent, July 2010
                                                                                                                                                                                                        • Figure 45: Importance factors when selecting OTC pediatrics, by age of parent, July 2010
                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                        • Concerned Multi-Medicators
                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                              • Respiratory Reviewers
                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                    • Unconcerned Analgesic Users
                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                          • Characteristic tables
                                                                                                                                                                                                                            • Figure 46: Children’s OTC medicine clusters, July 2010
                                                                                                                                                                                                                            • Figure 47: OTC pediatrics purchased in past 12 months, by children’s OTC medicine clusters, July 2010
                                                                                                                                                                                                                            • Figure 48: Importance factors when selecting OTC pediatrics, by children’s OTC medicine clusters, July 2010
                                                                                                                                                                                                                            • Figure 49: Sources consult for OTC pediatric purchases, by children’s OTC medicine clusters, July 2010
                                                                                                                                                                                                                            • Figure 50: Concerns about OTC pediatrics, by children’s OTC medicine clusters, July 2010
                                                                                                                                                                                                                            • Figure 51: Attitudes towards homeopathic remedies for children, by children’s OTC medicine clusters, July 2010
                                                                                                                                                                                                                          • Demographic tables
                                                                                                                                                                                                                            • Figure 52: Children’s OTC medicine clusters, by parent’s gender, July 2010
                                                                                                                                                                                                                            • Figure 53: Children’s OTC medicine clusters, by parent’s age, July 2010
                                                                                                                                                                                                                            • Figure 54: Children’s OTC medicine clusters, by household income, July 2010
                                                                                                                                                                                                                            • Figure 55: Children’s OTC medicine clusters, by marital status, July 2010
                                                                                                                                                                                                                            • Figure 56: Children’s OTC medicine clusters, by employment, July 2010
                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                            • Brand of adult pain reliever used by parent
                                                                                                                                                                                                                                • Figure 57: OTC pediatrics purchased in past 12 months, by OTC pain medication used by parent, July 2010
                                                                                                                                                                                                                                • Figure 58: Sources consult for OTC pediatric purchases, by OTC pain medication used, by parent, July 2010
                                                                                                                                                                                                                              • Age of child in household
                                                                                                                                                                                                                                  • Figure 59: OTC pediatrics purchased in past 12 months, by age of child in HH, July 2010
                                                                                                                                                                                                                                  • Figure 60: Concerns and habits regarding OTC pediatric purchases, by age of child in HH, July 2010
                                                                                                                                                                                                                                  • Figure 61: Sources consult for OTC pediatric purchases, by age of child in HH, July 2010
                                                                                                                                                                                                                              • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                  • Figure 62: OTC pediatrics purchased in past 12 months, by age of parent, July 2010
                                                                                                                                                                                                                                  • Figure 63: OTC pediatrics purchased in past 12 months, by household income, July 2010
                                                                                                                                                                                                                                  • Figure 64: Concerns about OTC pediatrics, by household income, July 2010
                                                                                                                                                                                                                                  • Figure 65: Sources consult for OTC pediatric purchases, by household income, July 2010
                                                                                                                                                                                                                                  • Figure 66: Importance factors when selecting OTC pediatrics, by household income, July 2010
                                                                                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • Abbott Laboratories
                                                                                                                                                                                                                                • Ambulatory Pediatrics Association (APA)
                                                                                                                                                                                                                                • American Academy of Family Physicians (AAFP)
                                                                                                                                                                                                                                • American Medical Association (AMA)
                                                                                                                                                                                                                                • Bristol-Myers Squibb Company
                                                                                                                                                                                                                                • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                                                • CVS Caremark Corporation
                                                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                                                • Johnson & Johnson
                                                                                                                                                                                                                                • National Association of Pediatric Nurse Practitioners (NAPNAP)
                                                                                                                                                                                                                                • Novartis AG
                                                                                                                                                                                                                                • Prestige Brands Holdings, Inc.
                                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                                • Reckitt Benckiser USA
                                                                                                                                                                                                                                • Rohto Pharmaceutical Co
                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                • Walgreen Co
                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                • Wyeth

                                                                                                                                                                                                                                OTC Pediatrics - US - November 2010

                                                                                                                                                                                                                                £3,277.28 (Excl.Tax)