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Cough, Cold, Flu and Allergy Remedies - US - April 2018

Total sales for the cough, cold, flu, and allergy remedy market reached $9.5 billion in 2017, a 6.2% increase from 2016. The start to a record-breaking flu season has already driven an 8.7% increase in the cold and sinus remedies segment, fueled by sales of flagship, multi-functional brands such as Mucinex, Vicks, and Tylenol. The majority of consumers have experienced an ailment within the past 12 months, and seek easy-to-use, accessible, and effective remedies – mainly OTC medications – to treat symptoms. Private label and natural remedies are showing heightened growth, while consumers are prioritizing value and convenience when shopping for ailment remedies.

This report looks at the following areas:

  • Emphasis on value can limit market growth, constrain profit margins
  • Some ailment sufferers are not engaged in prompt treatment

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Record-setting flu season drives strong 2017-18 sales and market growth
            • Figure 1: Total US sales and fan chart forecast of market, at current prices, 2012-22
          • The issues
            • Emphasis on value can limit market growth, constrain profit margins
              • Figure 2: Select attitudes towards private label, February 2018
            • Some ailment sufferers are not engaged in prompt treatment
              • Figure 3: Select attitudes towards cough, cold, flu, and allergy treatments, February 2018
            • The opportunities
              • Tactics can incentivize stock-up purchases in advance
                • Figure 4: Select stock-up incentives, February 2018
              • Fully leverage natural trend to appeal to more shoppers
                • Figure 5: Select Natural product concerns, February 2018
              • Ensure shoppers have easy access to the right products for their needs
                • Figure 6: Select attitudes towards cough, cold, flu, and allergy treatment, February 2018
              • What it means
              • The Market – What You Need to Know

                • Strong flu season drives industry growth in 2017-18
                  • Flagship brands, ailment incidence drive segment growth
                    • Addressing allergen environments, flu shot incentives could influence remedy demand
                      • Birth rate, 65+ population, climate change to influence market
                      • Market Size and Forecast

                        • 2017-18 flu season drives growth, future will stabilize
                          • Figure 7: Total US sales and fan chart forecast of market, at current prices, 2012-22
                          • Figure 8: Total US retail sales and forecast of cough, cold/flu, and allergy remedies, at current prices, 2012-22
                      • Market Breakdown

                        • All segments see growth in 2017 – especially cough/throat remedies
                            • Figure 9: Total US retail sales and forecast of cough, cold/flu, and allergy remedies, by segment, at current prices, 2012-22
                        • Market Perspective

                          • Environment modification could alter allergy treatment tactics
                            • Rising pet ownership could increase allergy sufferers, remedy demand
                              • Figure 10: Number of pet owning households, 2006-16
                            • Flu shot incentives could stave off flu incidence levels
                              • Social media could be leveraged during strong flu seasons
                                • Figure 11: Universe count for mentions of “flu,” by flu season (November-March) 2013-18
                                • Figure 12: Topics for “Flu” mentions, Rolling 52-weeks 2016-17 Ending Mar. 9, 2018
                                • Figure 13: Topics for “#Flu2018” mentions, Rolling 52-weeks 2016-17 Ending Mar. 9, 2018
                            • Market Factors

                              • Fewer births may negatively affect remedy demand
                                • Figure 14: Annual births, 2006-16
                                • Figure 15: Households with own children under age 18, 1960-2017
                              • Growing 65+ population bodes well for preventative product demand
                                • Figure 16: Population aged 18 or older, by age, 2018-23
                              • Preliminary evidence shows number of allergy sufferers may rise
                              • Key Players – What You Need to Know

                                • Reckitt Benckiser leads market with Mucinex brand
                                  • Private label, naturally-positioned remedies outperform
                                    • Major allergy brands challenged by private label growth
                                      • Private label and fast-acting flu remedy will impact the market long term
                                      • Company and Brand Sales of Cough, Cold, Flu, and Allergy Remedies

                                        • Reckitt Benckiser leads market through sales and share growth
                                          • Bayer, Johnson & Johnson vie for second place
                                            • Vicks brand drives P&G sales and market share gains
                                                • Figure 17: Multi-outlet sales of cough, cold, flu, and allergy products, by leading companies, rolling 52 weeks 2016 and 2017
                                            • What’s Working?

                                              • Consumer trust, elevated offerings drive private label growth
                                                • Figure 18: Mulo sales of private label cough, cold, flu, and allergy remedies, by segment, rolling 52-weeks 2016-17
                                              • Natural remedies leverage broader trends, experience growth
                                                • Figure 19: MULO sales of select natural cough, cold, flu, and allergy remedy brands, by brand, rolling 52-weeks 2016-17
                                              • Record-setting flu season propels growth in multi-functional, flagship OTC brands
                                                • Figure 20: MULO sales of cold, sinus, and flu remedies, by select brands (cold, sinus, and flu remedy sales only), rolling 52 weeks 2016-17
                                            • What’s Struggling?

                                              • Fewer than half of ailment sufferers are comfortable with nasal sprays
                                                • Figure 21: Comfort using nasal spray, by adults with allergies, February 2018
                                              • Flagship allergy brands struggle to keep pace with private label
                                                • Figure 22: MULO sales of allergy remedies, by select allergy brands, rolling 52 weeks 2016-17
                                            • What’s Next

                                              • Rising costs, value mindset will prompt continued private label growth
                                                • New drug could limit flu duration, potentially remedy sales
                                                • The Consumer – What You Need to Know

                                                  • Illnesses are widespread
                                                    • OTC medications, rest are most common treatment methods
                                                      • Trust in private label is universal
                                                        • Price and convenience steer purchase location choice
                                                          • Tactics encourage consumers to proactively stock up on remedies
                                                            • Natural remedy concerns are relatively low, but some still doubt
                                                              • Most are engaged in treating symptoms; some delay or forego
                                                              • Ailments Experienced

                                                                • Cough, cold, and flu illnesses are widespread
                                                                  • Figure 23: Ailments experienced, February 2018
                                                                • Age, life stage drive higher ailment incidence among 18-34s
                                                                  • Figure 24: Ailments experienced, by age, February 2018
                                                                • Parents, especially moms, experience more ailments
                                                                  • Figure 25: Ailments experienced, by parental status, February 2018
                                                                • Higher flu incidence among Hispanics driven by fewer flu shots
                                                                  • Figure 26: Ailments experienced, by Hispanic origin, February 2018
                                                              • Ailment Treatment Methods

                                                                • Ailment sufferers seek easy and effective remedies
                                                                  • Figure 27: OTC medication, rest usage to treat ailments, February 2018
                                                                  • Figure 28: Home remedy usage, by ailment, February 2018
                                                                  • Figure 29: VMS, OTC homeopathic remedy usage, by ailment, February 2018
                                                                • Relatively few forego treatment for ailments altogether
                                                                  • Figure 30: Any remedy usage, by ailment, February 2018
                                                                • Natural lifestyles prompt natural remedy use among 18-44s
                                                                  • Figure 31: Ailment treatments, by age, February 2018
                                                                • Treating children’s ailments, younger age influence parents’ usage
                                                                  • Figure 32: Ailment treatments, by parental status, February 2018
                                                              • Attitudes toward Private Label

                                                                • The average consumer buys, trusts private label remedies
                                                                  • Figure 33: Attitudes towards private label, February 2018
                                                                • Some still need convincing of private label efficacy
                                                                  • Confidence among mothers drives private label purchases
                                                                    • Figure 34: Select attitudes towards private label, by parental status and gender, February 2018
                                                                  • Ad claims limit store brand penetration among Black consumers
                                                                    • Figure 35: Select attitudes towards private label, by race, February 2018
                                                                • Purchase Location Influencers

                                                                  • Price and convenience matter more than shopping experience
                                                                    • Store familiarity, product availability also important to many
                                                                      • Figure 36: Purchase location influencers, February 2018
                                                                    • Flu sufferers express unique purchasing preferences
                                                                      • Figure 37: Purchase location influencers, by select ailment, February 2018
                                                                    • Adults aged 55+ prioritize store familiarity due to established routines
                                                                      • Figure 38: Select purchase location influencers, by age, February 2018
                                                                  • Stock-up Incentives

                                                                    • Different tactics could incentivize remedy stock-up
                                                                      • Targeting those with (or around) recent symptoms
                                                                        • Figure 39: Stock-up incentive: recent symptoms in self or household, February 2018
                                                                      • Utilizing financial incentives to encourage stock-up
                                                                        • Figure 40: Stock-up incentives: finding a good deal and receiving a coupon, February 2018
                                                                      • Inform consumers of ailment facts to prompt stock up
                                                                        • Figure 41: Stock-up incentives: illness related information, February 2018
                                                                      • Fewer ailments, established behaviors prompt less interest among 55+s
                                                                        • Figure 42: Stock-up incentive: finding a good deal, by age, February 2018
                                                                      • Black consumers respond more to ailment-related facts
                                                                        • Figure 43: Stock-up incentives: Ailment related information, by select race, February 2018
                                                                    • Natural Product Concerns

                                                                      • Concerns over natural remedies are present but relatively low
                                                                        • Figure 44: Natural product concerns, February 2018
                                                                        • Figure 45: Average price of cough, cold, flu, and allergy remedies, by natural claims, 52-weeks ending March 10, 2018
                                                                      • Lifestyle, safety concerns influence parents’ natural perceptions
                                                                        • Figure 46: Natural product concerns, by parental status, February 2018
                                                                      • Lifestyle provides context to Hispanic natural remedy perceptions
                                                                        • Figure 47: Natural product concerns, by Hispanic origin, February 2018
                                                                    • Attitudes towards Cough, Cold, Flu and Allergy Remedies

                                                                      • Symptom-based, timely treatments sought by majority
                                                                        • Figure 48: Select attitudes toward treatment, by flu ailment experienced within the last 12 months, February 2018
                                                                      • Market ancillary products to those who forego symptom treatment
                                                                        • Figure 49: Select attitudes towards cough, cold, flu, and allergy treatment, February 2018
                                                                      • Adults aged 45+ more vigilant in symptom treatment
                                                                        • Figure 50: Select attitudes towards cough, cold, flu, and allergy treatment, by age, February 2018
                                                                      • Mothers toughen it out when illnesses occur
                                                                        • Figure 51: Select attitudes towards cough, cold, flu, and allergy treatment, by parental status and gender, February 2018
                                                                    • Appendix – Data Sources and Abbreviations

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

                                                                                    • Figure 52: Total US retail sales and forecast of cough, cold/flu, and allergy remedies, at inflation-adjusted prices, 2012-22
                                                                                    • Figure 53: Total US retail sales of cough, cold/flu, and allergy remedies, by segment, at current prices, 2015 and 2017
                                                                                    • Figure 54: Total US retail sales and forecast of cold/sinus remedies, at current prices, 2012-22
                                                                                    • Figure 55: Total US retail sales and forecast of cold/sinus remedies, at inflation-adjusted prices, 2012-22
                                                                                    • Figure 56: Total US retail sales and forecast of cough/throat remedies, at current prices, 2012-22
                                                                                    • Figure 57: Total US retail sales and forecast of cough/throat remedies, at inflation-adjusted prices, 2012-22
                                                                                    • Figure 58: Total US retail sales and forecast of allergy remedies, at current prices, 2012-22
                                                                                    • Figure 59: Total US retail sales and forecast of allergy remedies, at inflation-adjusted prices, 2012-22
                                                                                    • Figure 60: Total US retail sales of cough, cold/flu, and allergy remedies, by channel, at current prices, 2012-2017
                                                                                    • Figure 61: Total US retail sales of cough, cold/flu, and allergy remedies, by channel, at current prices, 2015 and 2017
                                                                                    • Figure 62: US supermarket sales of cough, cold/flu, and allergy remedies, at current prices, 2012-17
                                                                                    • Figure 63: US drugstore sales of cough, cold/flu, and allergy remedies, at current prices, 2012-17
                                                                                    • Figure 64: US sales of cough, cold/flu, and allergy remedies through other retail channels, at current prices, 2012-17
                                                                                • Appendix – Key Players

                                                                                    • Figure 65: MULO sales of cold, sinus, and flu remedies, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                    • Figure 66: MULO sales of cough and sore throat remedies, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                    • Figure 67: MULO sales of allergy remedies, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                • Appendix – The Consumer

                                                                                  • Correspondence Analysis – Cough, Cold, Flu and Allergy Remedies - April 2018
                                                                                    • Methodology
                                                                                      • Figure 68: Correspondence Analysis – Ailments & treatment, February 2018
                                                                                      • Figure 69: Ailments & treatment, February 2018

                                                                                  Cough, Cold, Flu and Allergy Remedies - US - April 2018

                                                                                  US $4,395.00 (Excl.Tax)