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Children's Healthcare - UK - February 2018

“The children’s OTC healthcare market has benefited somewhat in recent years from the baby boom of 2010-12, but value is now slipping into decline. Growing pressures on the NHS could help provide some respite, with parents looking to the category to fill the gap left by a limiting of its NHS Minor Ailments Scheme and a shortage of GP appointments. Brands that offer expert guidance and support to parents with poorly children are therefore likely to gain favour, whilst the formulation of remedies with more familiar and reassuring ingredients lists could help alleviate safety concerns over product content and function.”

– Hera Crossan, Research Analyst

This report examines the following issues:

  • Alleviating pressure on parents
  • A growing focus on the safety profile of ingredients

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Excluded:
        • Executive Summary

            • The market
              • Category value slips into decline
                • Figure 1: Best- and worst-case forecast of UK retail value sales of children’s OTC healthcare products, 2012-22
              • Companies and brands
                • Calpol retains top slot
                  • Figure 2: UK brand shares in value sales of children’s OTC healthcare products, year ending September 2017
                • NPD declines following peak in 2016
                  • Figure 3: New product development in the children’s OTC healthcare market, by product segment, 2014-17
                • The consumer
                  • Colds remain common
                    • Figure 4: Types of contractible ailments suffered by youngest child in the last 12 months, November 2017
                  • Cuts and grazes indicate potential for more lifestyle marketing
                    • Figure 5: Types of non-contractible ailments suffered by youngest child in the last 12 months, November 2017
                  • Home remedies benefit from desire to reduce chemical intake
                    • Figure 6: Treatments sought, November 2017
                  • Natural ingredients ‘reassuring’
                    • Figure 7: Attitudes towards children’s OTC remedies, November 2017
                  • Sleep viewed as most important to children’s health
                    • Figure 8: Behaviours around children’s health, November 2017
                  • Mental health seen as important
                    • Figure 9: Attitudes towards children’s health, November 2017
                  • What we think
                  • Issues and Insights

                    • Alleviating pressure on parents
                      • The facts
                        • The implications
                          • A growing focus on the safety profile of ingredients
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Category value slips into decline
                                  • Paediatric analgesics dominate sales
                                    • Sales of nappy rash cream buoyed by ‘alternative uses’
                                      • Children’s lifestyle problems may cause health issues
                                        • NHS structural issues help OTC brands
                                          • ‘Nasal flu jabs’ for 2-3-year-olds
                                          • Market Size and Forecast

                                            • Category value slips into decline
                                              • Figure 10: UK retail value sales of children’s OTC healthcare products, at current and constant prices, 2012-22
                                            • Relatively slow growth predicted
                                              • Figure 11: Best- and worst-case forecast of UK retail value sales of children’s OTC healthcare products, 2012-22
                                            • Forecast methodology
                                            • Market Segmentation

                                              • Paediatric analgesics dominate sales
                                                • Figure 12: UK retail value sales of children’s OTC healthcare products, by segment, 2015-17 (est)
                                              • Head lice remedies impacted by ingredients’ concerns
                                                • Sales of nappy rash cream buoyed by ‘alternative uses’
                                                • Channels to Market

                                                  • Chemists remain go-to shopping location, but supermarkets are catching up
                                                    • Figure 13: UK retail value sales of children’s OTC healthcare products, by outlet type, 2015-17 (est)
                                                • Market Drivers

                                                  • Baby boom bonus ends
                                                    • Figure 14: Trends in the age structure of the UK population of 0-14-year-olds, by age, 2013-23
                                                  • Lifestyle changes potentially storing up future health issues
                                                    • Figure 15: Healthy habits of children, March 2017
                                                  • Children increasingly struggle to meet ‘five-a-day’ target
                                                    • More exercise needed by many children
                                                      • Excess sugar also a problem
                                                        • Visits to NHS dentists rise
                                                          • Figure 16: Number (in thousands) of child patients seen in England by NHS dentists in the previous 12 months and the percentage of the child population, at specified dates, June 2016-September 2017
                                                        • NHS structural issues help OTC brands
                                                          • ‘Nasal flu jabs’ for 2-3-year-olds
                                                            • Children’s OTC in the media
                                                            • Companies and Brands – What You Need to Know

                                                              • Calpol retains top slot
                                                                • NPD declines following peak in 2016
                                                                  • Calpol adspend jumps 68% in a year
                                                                    • Sudocrem the most trusted brand
                                                                    • Market Share

                                                                      • Calpol retains top slot
                                                                        • Figure 17: Retail value sales of children’s OTC healthcare products, by brand, years ending September, 2016 and 2017
                                                                    • Launch Activity and Innovation

                                                                      • NPD declines following peak in 2016
                                                                        • Figure 18: New product development in the children’s OTC healthcare market, by product segment, 2014-17
                                                                        • Figure 19: Examples of NPD in the children’s OTC healthcare products market under the Calpol and Nurofen for Children brands, 2016
                                                                      • True innovation dominates
                                                                        • Figure 20: New product development in the children’s OTC healthcare market, by launch type, 2014-17
                                                                        • Figure 21: Examples of new varieties/range extensions and new products in the children’s OTC healthcare products market, 2016-17
                                                                        • Figure 22: Top 10 claims in the children’s OTC healthcare products market (based on top 10 for 2017), 2016 and 2017
                                                                      • A fragmented market
                                                                        • Figure 23: New product development in the children’s OTC healthcare market, by ultimate company, 2017
                                                                      • Supermarkets shy away from NPD
                                                                        • Figure 24: New product development in the children’s OTC healthcare market, branded vs own-label, 2014-17
                                                                        • Figure 25: Examples of own-label product launches in the children’s OTC healthcare products market, 2017
                                                                    • Advertising and Marketing Activity

                                                                      • Calpol adspend jumps 68% in a year
                                                                        • Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on selected UK children’s OTC healthcare products, by leading brand (based on 2017), 2014-17
                                                                      • TV commands largest investment in advertising spend
                                                                        • Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on selected children’s OTC healthcare products, by media type, 2014-17
                                                                      • Notable campaigns
                                                                        • Figure 28: Calpol TV advert, 2015
                                                                        • Figure 29: Calpol Infant Suspension TV advert, April 2017
                                                                        • Figure 30: Sudocrem TV advert, 2016
                                                                        • Figure 31: Lyclear head lice treatment shampoo TV advert, 2016
                                                                        • Figure 32: Vamousse head lice treatment TV advert, 2015
                                                                      • Nielsen Ad Intel coverage
                                                                      • Brand Research

                                                                          • Brand map
                                                                            • Figure 33: Attitudes towards and usage of selected brands, December 2017
                                                                          • Key brand metrics
                                                                            • Figure 34: Key metrics for selected brands, December 2017
                                                                          • Brand attitudes: Calpol worth paying more for
                                                                            • Figure 35: Attitudes, by brand, December 2017
                                                                          • Brand personality: All brands seen as accessible
                                                                            • Figure 36: Brand personality – macro image, December 2017
                                                                          • Social media buzz could solve Sudocrem’s ‘old-fashioned’ image
                                                                            • Figure 37: Brand personality – micro image, December 2017
                                                                          • Brand analysis
                                                                            • Sudocrem the most trusted brand
                                                                              • Figure 38: User profile of Sudocrem, December 2017
                                                                            • Calpol enjoys huge name recognition
                                                                              • Figure 39: User profile of Calpol, December 2017
                                                                            • Hedrin struggles among lower-income groups
                                                                              • Figure 40: User profile of Hedrin, December 2017
                                                                            • Tixylix struggles with recognition
                                                                              • Figure 41: User profile of Tixylix, December 2017
                                                                          • The Consumer – What You Need to Know

                                                                            • Colds remain common
                                                                              • Flu experienced by one in five
                                                                                • Head lice get ‘smart’
                                                                                  • Home remedies benefit from desire to reduce chemical intake
                                                                                    • Fathers struggle more with the category
                                                                                      • Sleep viewed as most important to children’s health
                                                                                        • The importance of getting children moving
                                                                                          • Mental health seen as important
                                                                                            • Experience of illness important in the long-term
                                                                                            • Types of Ailments Suffered

                                                                                              • Colds remain common
                                                                                                • Figure 42: Types of contractible ailments suffered by youngest child in the last 12 months, November 2017
                                                                                              • Flu experienced by one in five
                                                                                                • Head lice get ‘smart’
                                                                                                  • Cuts and grazes indicate potential for more lifestyle marketing
                                                                                                    • Figure 43: Types of non-contractible ailments suffered by youngest child in the last 12 months, November 2017
                                                                                                • Treatments Sought

                                                                                                  • Parents of youngest children seek professional help
                                                                                                      • Figure 44: Treatments sought, November 2017
                                                                                                    • GP visits become more difficult
                                                                                                      • Home remedies benefit from desire to reduce chemical intake
                                                                                                      • Attitudes towards Children’s OTC Remedies

                                                                                                        • Natural ingredients ‘reassuring’
                                                                                                          • Figure 45: Attitudes towards children’s OTC remedies, November 2017
                                                                                                        • Fathers struggle more with the category
                                                                                                          • Figure 46: Agreement with attitudes towards children’s OTC remedies, by gender of parent, November 2017
                                                                                                      • Behaviours around Children’s Health

                                                                                                        • Sleep viewed as most important to children’s health
                                                                                                            • Figure 47: Behaviours around children’s health, November 2017
                                                                                                          • Bedding in healthy habits for the future
                                                                                                            • The importance of getting children moving
                                                                                                            • Attitudes towards Children’s Health

                                                                                                              • Mental health seen as important
                                                                                                                • Figure 48: Attitudes towards children’s health, November 2017
                                                                                                              • Experience of illness important in the long-term…
                                                                                                                • …particularly to dads
                                                                                                                  • Figure 49: Agreement with the statement “It is better for a child’s immune system to fight an ailment before giving a non-prescription remedy”, by gender of parent, November 2017
                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                  • Abbreviations
                                                                                                                    • Consumer research methodology
                                                                                                                      • Forecast methodology

                                                                                                                      Children's Healthcare - UK - February 2018

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