OTC Pediatrics - US - August 2012
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The OTC pediatrics category has estimated total U.S. 2012 sales of $1.4 billion with an increase of 7.5% versus a year ago. As impressive at that figure is, it would undoubtedly be even larger if not for a number of recalls in recent years from high-profile companies such as Johnson & Johnson. Any type of recall can be a cause for concern, but when it involves products where the end user is a child, it can test a parent’s confidence in a product and ultimately their brand loyalty. That being said, there are other market factors that will influence the future performance of OTC pediatrics. As the healthcare debate rages on in this country with some uncertainty as to how it will ultimately be decided, consumers will likely be responsible for more effectively managing their healthcare. It is quite possible that this will lead to more use of OTC pediatrics, as families with children are typically on a tighter budget and may be reluctant to make a doctor visit unless it is absolutely necessary. When dealing with minor ailments, OTC pediatrics may indeed suffice.
Given the size of the category, it is clear that OTC pediatrics is an important market to both manufacturers and retailers. With this in mind, Mintel has taken an in-depth look at the category to examine the factors that have the greatest potential to both negatively and positively impact it. Among the critical topics examined in this report are:
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