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Description

Description

"Illness is prevalent among children, as 76% of children younger than 12 have been sick in the past year. Their weaker immune system combined with opportunities for interaction and germ spreading makes them especially susceptible to illness. The OTC (over-the-counter) children’s health products market has continued to grow despite recent moderate flu seasons and a declining number of US households with children. When it comes to illness, parents will spend on products to help their children feel better, and many are seeking out natural remedies and free-from formulations as safer alternatives to mainstream medications. The future of the market will rely on parents’ interest in multi-benefit products that address more specific, and trending, areas of their child’s wellbeing."

– Marissa Gilbert, Associate Director - Health & Wellness

This report examines the following issues:

  • Shrinking market means brands have to think outside of their box
  • Give guidance to gain parents’ loyalty
  • Parents relate to parents

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Figure 1: Total US retail sales and forecast of children's health products, at current prices, 2014-24
        • Top takeaways
          • Key trends
            • Parents are physically prepared, but don’t feel it when illness strikes
              • Figure 2: Parents sentiment toward their sick children, September 2019
            • Natural solutions give parents peace of mind
              • Figure 3: Children’s OTC remedy claims that encourage purchase, September 2019
            • Hispanic parents are self-managing their children’s wellbeing
              • Figure 4: Use of children’s OTC remedies, by Hispanic origin, September 2019
            • Trending health focuses for parents will trickle down to their kids
              • Figure 5: Reasons parents take a VMS, by parents age, July 2019
            • Stack-up on wellness benefits
              • Figure 6: Reasons for giving children a VMS, September 2019
            • What it means
            • The Market – What You Need to Know

              • The market for OTC children’s health products is stable
                • Cold, pain remedies steady market; VMS has potential
                  • Make it a family affair; reach parents on social media
                    • Obesity is still a problem; solutions are likely to face scrutiny
                      • In light of limited growth, emerging demographics offer opportunity
                      • Market Size and Forecast

                        • Market growth tied to the frequency of children’s ailments
                          • Figure 7: Total US retail sales and forecast of children's health products, at current prices, 2014-24
                          • Figure 8: Total US retail sales and forecast of children's health products, at current prices, 2014-24
                      • Market Breakdown

                        • Cold/cough, pain remedies steady market; VMS has potential
                          • Figure 9: Total US retail sales and forecast of OTC children's health products, by segment, at current prices, 2014-24
                        • Purchases are occurring where parents already shop
                          • Figure 10: Total US retail sales of children and health products, by channel, at current prices, 2017 and 2019
                      • Market Perspective

                        • Health and wellness needs to be a family activity
                          • Figure 11: Select health hurdles, by total and parents, November 2018
                        • Advertising on social media is a must to reach parents
                          • Figure 12: Information sources currently used to learn ways to manage health, by total and parents, November 2018
                          • Figure 13: Facebook post, Pedialyte
                        • Obesity is an issue for some kids and intensifies during school-age years
                          • Figure 14: Percent of children who are obese, by age, 2015-16
                      • Market Factors

                        • Declining birth rates limit market for children’s OTC health products
                          • Figure 15: US households, by presence and ages of own children, 2018
                          • Figure 16: Annual births and general fertility rate, 2007-17
                        • Nearly half of Hispanic households have children
                          • Figure 17: US households with related children, by race and Hispanic origin of householder, 2018
                        • Not all families are like the Joneses
                          • Figure 18: Living arrangements of children under age 18, by race and Hispanic origin, 2018
                      • Key Players – What You Need to Know

                        • Trusted brands, expanded uses and breaking boundaries are winning
                          • Stiff competition in MULO market
                            • Sleeping like babies
                              • Connections: emotional and offline
                                • Instant mail increases access
                                • What’s Working

                                  • J&J is the brand parents trust
                                    • Figure 19: Multi-outlet sales of internal analgesics, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                  • Rehydration, it’s not just for kids
                                    • Figure 20: Multi-outlet sales of baby electrolytes, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                  • Nosefrida leading by more than a nose; offers products from head to toe
                                    • Figure 21: Multi-outlet sales of select sinus remedies, rolling 52 weeks 2018 and 2019
                                    • Figure 22: Instagram post, Fridababy
                                  • Natural helps breakdown category boundaries
                                    • Figure 23: Facebook post, Sundown Kids
                                  • Vaccinations are common
                                    • Figure 24: Children’s vaccinations, September 2019
                                • What’s Struggling

                                  • Allergy remedies are in demand, but competition is stiff
                                    • Figure 25: Multi-outlet sales of select children's allergy brands, rolling 52 weeks 2018 and 2019
                                  • Cold and cough section is crowded
                                    • Figure 26: Multi-outlet sales of select children’s cold and cough remedies, rolling 52 weeks 2018 and 2019
                                    • Figure 27: Vicks and Zarbee’s new product launches
                                  • VMS sales impacted by characters; potential to stack on the benefits
                                    • Figure 28: Multi-outlet sales of vitamins and minerals, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                    • Figure 29: New product launch, Olly Nutrition
                                • What to Watch

                                  • Help children get well rested
                                    • Figure 30: Multi-outlet sales of OTC sleep aid products, by select leading companies, rolling 52 weeks 2018 and 2019
                                    • Figure 31: Instagram post, Natrol Kids Melatonin
                                  • Parents trust parents; feature their stories and experiences
                                      • Figure 32: Moms’ attitudes toward parenting advice, by age of kids, July 2019
                                    • Getting kids to switch off…content characters
                                      • Drone delivery will increase sales of children’s remedies
                                      • The Consumer – What You Need to Know

                                        • Kids get sick; parents share their germs and care
                                          • Parents know what they need to do and are ready to treat ailments
                                            • Parents have faith in OTC remedies
                                              • Professional approval reassures choice, ingredients seal the deal
                                                • Parents are supplementing their children’s diet for peace of mind
                                                  • Parents feel for their sick children
                                                    • Parents want help
                                                      • Digitally sync up with parents
                                                        • In-store events are a family affair
                                                        • Illness Incidence

                                                          • Kids get sick and most share the germs with their parents
                                                            • Figure 33: Incidence of illness, September 2019
                                                          • Parents are in it together…for the most part
                                                            • Figure 34: Primary caregiver for sick kids, by parent gender, September 2019
                                                        • Treating Illness

                                                          • Parents know what they need to do; ready to treat ailments
                                                            • Figure 35: Attitudes and behaviors toward treating sick kids, September 2019
                                                          • More awareness is needed about formulation differences
                                                            • Figure 36: Use of adult medications for children, by parent gender and age and age of child, September 2019
                                                        • OTC Product Usage

                                                          • Parents have faith in OTC remedies
                                                            • Cough and cold remedies are top treatments
                                                              • Be prepared for pain and fevers
                                                                • Usage occasions for chest rubs can be expanded
                                                                  • Digestive health treatments are reactive
                                                                    • Figure 37: Use of children’s OTC remedies, September 2019
                                                                  • Siblings share the germs
                                                                    • Figure 38: Use of children’s cough and cold remedies, by number of children in household, September 2019
                                                                  • Hispanic parents are a key OTC consumer
                                                                    • Figure 39: Use of children’s OTC remedies, by Hispanic origin, September 2019
                                                                • OTC Remedy Claim Drivers

                                                                  • Professional approval reassures choice, ingredients seal the deal
                                                                    • Figure 40: Children’s OTC remedy claims that encourage purchase, September 2019
                                                                  • Natural is a key claim for parents
                                                                    • Figure 41: Use and interest in natural remedies and remedies with natural ingredients, September 2019
                                                                  • Get specific for Hispanic parents
                                                                    • Figure 42: Children’s OTC remedy claims that encourage purchase, by Hispanic origin, September 2019
                                                                • Children’s VMS Usage and Motivations

                                                                  • Parents are supplementing their children’s diet
                                                                    • Figure 43: Use of children’s VMS, by child’s age, September 2019
                                                                  • Peace of mind drives usage
                                                                    • Figure 44: Reasons for giving children a VMS, September 2019
                                                                  • Look to what parents are doing for themselves
                                                                    • Figure 45: Reasons for giving children a VMS, by parents age, September 2019
                                                                    • Figure 46: Reasons parents take a VMS, by parents age, July 2019
                                                                  • VMS for all
                                                                    • Figure 47: Use of children’s VMS, by household income, September 2019
                                                                  • Hispanics are a key VMS target
                                                                    • Figure 48: Use of children’s VMS, by Hispanic origin, September 2019
                                                                    • Figure 49: Reasons for giving children a VMS, by Hispanic origin, September 2019
                                                                  • Stack on the benefits to expand reach
                                                                    • Figure 50: Facebook post, Zarbee’s
                                                                    • Figure 51: TURF Analysis – Benefits of VMS, September 2019
                                                                  • TURF Methodology
                                                                  • Parent Sentiment toward Sick Children

                                                                    • Parents feel for their sick children; help them also feel prepared
                                                                      • Figure 52: Parents sentiment toward their sick children, September 2019
                                                                    • Moms express stronger sentiments
                                                                      • Figure 53: Parents sentiment toward their sick children, by parent gender, September 2019
                                                                  • Managing Specific Wellness Areas

                                                                    • It takes a village to raise healthy kids
                                                                      • Figure 54: Managing specific wellness areas, September 2019
                                                                    • Parents are open to learning and saving time
                                                                      • Figure 55: Use and interest in kid meal delivery service in-store nutrition classes, September 2019
                                                                  • Children’s Wellness Offerings

                                                                    • Digitally sync up with parents
                                                                      • Figure 56: Use and interest in virtual doctor, apps and wearables, September 2019
                                                                    • In-store events are a family affair
                                                                      • Figure 57: Use and interest of in-store classes, September 2019
                                                                  • Appendix – Data Sources and Abbreviations

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

                                                                                  • Figure 58: Total US retail sales and forecast of children's health products, at inflation-adjusted prices, 2014-24
                                                                                  • Figure 59: Total US retail sales of children and health products, by segment, at current prices, 2017 and 2019
                                                                                  • Figure 60: Total US retail sales and forecast of baby electrolytes, at current prices, 2014-24
                                                                                  • Figure 61: Total US retail sales and forecast of internal analgesics, at current prices, 2014-24
                                                                                  • Figure 62: Total US retail sales and forecast of cold, allergy, cough, nasal remedies, at current prices, 2014-24
                                                                                  • Figure 63: Total US retail sales and forecast of vitamins and minerals, at current prices, 2014-24
                                                                                  • Figure 64: Total US retail sales and forecast of other children's health products, at current prices, 2014-24
                                                                                  • Figure 65: Total US retail sales of children and health products, by channel, at current prices, 2014-19
                                                                              • Appendix – Key Players

                                                                                  • Figure 66: Multi-outlet sales of children's health products, by leading companies, rolling 52 weeks 2018 and 2019
                                                                                  • Figure 67: Multi-outlet sales of cold, allergy, cough, and nasal remedies, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                                  • Figure 68: Multi-outlet sales of other children's health products, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                              • Appendix – The Consumer

                                                                                  • Figure 69: TURF Analysis – Claim drivers, September 2019
                                                                                • TURF Methodology
                                                                                    • Figure 70: Table – TURF Analysis – Benefits of VMS, September 2019
                                                                                    • Figure 71: Table – TURF Analysis – Claim drivers, September 2019

                                                                                This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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