OTC Pediatrics - US - March 2014
“After a series of product recalls, the OTC pediatrics market appears to have fully recovered. However, the market faces a few challenges to growth, including a declining population of households with children, and an overall movement toward prevention rather than treatment. Manufacturers and retailers that can meet parents’ unique needs will be best positioned to maximize sales.”
– Emily Krol, Health and Wellness Analyst
Some questions answered in this report include:
- Are the percentage of households with children declining?
- Will the growth of Black and Hispanic households affect OTC pediatrics market?
- How can brands use social media to connect with parents?
Illness is prevalent among children, as more than 85% of children younger than 12 experienced some type of ailment in the past year. Their lower immune system combined with opportunities for interaction and germ spreading makes them especially susceptible to illness.
Despite a string of product recalls from a few high-profile brands, the OTC (over-the-counter) pediatrics market has continued to grow, fueled by the return to market of most top-selling brands. When it comes to illness, parents will spend on products to help their children feel better as quickly as possible.
This report explores parents’ attitudes toward children’s OTC medications, including private label and name brand medications. The report will also discuss opportunities for product innovation. Usage of and attitudes toward children’s vitamins will also be presented.
This report builds on the analysis presented in Mintel’s OTC Pediatrics – US, August 2012, as well as the November 2010 and October 2008 report of the same title.
The OTC pediatrics products market, as defined by Mintel for this report, includes children’s strength versions of OTC medications and vitamins/minerals/supplements. This includes remedies that are designed to treat children younger than 12, including babies and toddlers.
The market is segmented as follows:
- Cold, cough, and allergy remedies (includes sinus and nasal remedies) – cold/allergy/sinus remedies; cough syrup; cough/sore throat drops; sore throat remedies; nasal sprays/drops/inhalers; nasal strips; nasal aspirators
- Vitamins/minerals/supplements – multivitamins; 1- and 2-letter vitamins; minerals and supplements
- Internal analgesics – liquid and tablet form
- Baby electrolytes
- Miscellaneous health remedies – ear care products; oral pain relief; external analgesic rubs; chest rubs; bedwetting remedies; gastrointestinal remedies, including laxatives, diarrhea remedies, stomach remedies, antacids, and motion sickness tablets
The report excludes lice treatments and health accessories (thermometers, bandages, braces, vaporizers, etc) as well as prescription medications.
The market size is based on specific brands of children’s medications. In some cases, available point-of-sale data do not differentiate between children’s and adult versions that share the same brand name. Mintel estimated sales of those brands, as well as private label versions of OTC pediatrics, based on similarities with identified brands and additional research on the market.
Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.
What you get
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.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.