2022
9
UK Children’s Healthcare Market Report 2022
2022-12-02T03:03:31+00:00
OX1100531
2195
158135
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Report
en_GB
“Value sales of children’s OTC products increased significantly in 2022, as parents invested in their children’s health and prioritised quality, opting for trusted, higher-value brands. However, as parents’ budgets are…

UK Children’s Healthcare Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Children’s Healthcare Market Report examines parents’ health concerns and attitudes towards their children’s health, purchase drivers when buying remedies and the impact of the cost of living crisis on the children’s healthcare market. This report covers the children’s healthcare market size, market forecast, market segmentation and industry trends.

Children’s Healthcare Market: Current landscape         

As parents continue to prioritise their children’s health, the impact of the rise in inflation will be limited in the children’s healthcare market compared to other wider categories. Nevertheless, families will see their incomes squeezed and, as a result, will adopt savvy shopping behaviours in all areas of their spending. This means it will be crucial for OTC brands to assert their value proposition, not only with low-cost products but with the convenience, efficacy and safety claims that influence purchasing choices.

Children’s Healthcare Market: Market size and key industry trends

As social lives return to a pre-pandemic pace, a post-COVID-19 dip poses a threat to the children’s healthcare market, as instances of infectious ailments will inevitably ease. Pivoting on innovation with preventative products is a way for brands to remain at the forefront of parents’ minds.

Mintel’s market research identifies that own-label innovation is a significant opportunity in the children’s healthcare market, especially as most parents view these products as effective as branded remedies, and are seeking lower-priced options. Own-label brands can focus on providing a wider repertoire of products to maximise on the increased demand for value during the cost-of-living crisis.

  • Children’s healthcare market size: Mintel estimates the children’s healthcare market to be worth £207.9 million in 2022, growing 16.7% year-on-year.
  • Children’s healthcare market share: Paediatric analgesics saw continuous growth in 2022 and accounted for the largest proportion of children’s OTC healthcare spend.
  • 80% of parents agree that own-label children’s remedies are just as effective as branded ones.
  • 60% of parents have treated their child’s ailments using an oral non-prescription remedy.

 

Child Healthcare Market: Future trends

In the longer term, there will be a gradual slowing down of growth in the child healthcare market after a spike in price increases. As parents take a more preventative approach to their children’s health, brands in the child healthcare market can innovate through vitamins, minerals and supplements collaborations, or partnerships with healthcare experts and digital apps to create daily health routines that will ensure continuous usages.

To discover more about the UK Children’s Healthcare Market Report 2022, read our UK Vitamins and Supplements Market Report 2022, or take a look at our Health and Wellbeing Market Research Reports.

 

Quickly Understand

  • The impact of the rising cost of living on the children’s healthcare market.
  • Launch activities and opportunities for product innovation in the child healthcare market.
  • Ailments experienced in the last 12 months and treatments sought.
  • Purchase drivers when buying remedies in the child healthcare market.
  • Health concerns and attitudes towards children’s health.
  • Explores the children’s healthcare market size and share.

 

Covered in this Report

Brands: Calpol, Sudocrem, Nurofen, Bepanthen, Infacol, Hedrin, Bronchostop, Benylin, Calprofen, Superdrug, P&G, Boots, Alliance Pharmaceutical, McNeil Healthcare UK, Reckitt, Forest Laboratories.

Products: Children’s OTC and healthcare products.

 

Expert Analysis from a Specialist in the Health & Wellbeing Sector

This report, written by Shiyan Zering, a leading analyst in the health and wellbeing sector, delivers in-depth commentary and analysis to highlight current trends in the child healthcare market and add expert context to the numbers.

Value sales of children’s OTC products increased significantly in 2022, as parents invested in their children’s health and prioritised quality, opting for trusted, higher-value brands. However, as parents’ budgets are restricted during the cost-of-living crisis, price will be at the forefront of purchase decisions going forward. There are opportunities for brands to stress value to remain ahead, emphasising expertise and multifunctional benefits to dissuade consumers from trading down.”

Shiyan Zering
BPC & OTC Research Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • The five-year outlook for children’s healthcare
              • Figure 1: Category outlook for children’s healthcare, 2022-27
            • The market
              • Value sales boosted following COVID-19
                • Figure 2: Market size for children’s healthcare market, 2017-27
              • Expand on wellbeing efforts to boost children’s OTC product value
                • Companies and brands
                  • Refresh the market with new products or range extensions
                    • Figure 3: New product launches in the children’s OTC healthcare market, by launch type, 2019-22
                  • Fragmented NPD could aid brand switching
                    • The consumer
                      • Infectious ailments spike due to back-to-school normalcy…
                        • Figure 4: Infectious ailments suffered by children aged 0-12, 2020 and 2022
                      • …along with non-infectious ailments as a result of adjacent symptoms
                        • Figure 5: Non-infectious ailments suffered by children aged 0-12, 2020 and 2022
                      • All OTC formats have increased in usage
                        • Figure 6: Treatments sought for children’s ailments, 2020 and 2022
                      • Ingredients, availability and efficacy are the most important purchase drivers
                        • Figure 7: Purchase drivers for children’s healthcare products, 2022
                      • Parents are most concerned about their children’s mental health
                        • Figure 8: Parental concerns about their children’s health, 2022
                      • Own-label remedies are deemed to be as effective as mass-market brands
                        • Figure 9: Attitudes towards children’s health, 2022
                    • Issues and Insights

                      • Value will be at the forefront of parents’ purchase decisions during the cost-of-living crisis
                        • Offer enjoyment and guidance to address concerns over children’s mental wellbeing
                          • Take inspiration from the VMS category to refresh the children’s OTC category
                          • Market Size and Performance

                            • Value sales boosted following COVID-19
                              • Figure 10: Market size for children’s OTC healthcare products, 2017-22
                            • Opportunities persist to expand wellbeing innovation
                            • Market Forecast

                              • The children’s healthcare category forecast to grow despite economic pressures
                                • Figure 11: Category outlook for children’s healthcare, 2022-27
                              • Parents will be exposed to price hikes
                                • Figure 12: Market forecast for children’s OTC healthcare products, 2017-27
                                • Figure 13: Market size for children’s OTC healthcare products, 2023-27
                              • Learnings from the last income squeeze
                                • Forecast methodology
                                • Market Segmentation

                                  • Parents seek out analgesics and cough liquids
                                    • Figure 14: UK retail value sales of children’s OTC healthcare products, by segment, 2021 and 2022
                                  • Nappy rash segment can take inspiration from skincare
                                    • Multifunctional products impact demand for gastrointestinal remedies
                                    • Channels to Market

                                      • Pre-pandemic habits return as chemists dominate in retail sphere
                                        • Figure 15: UK retail value sales of children’s OTC healthcare products, by outlet type, 2021 and 2022
                                      • Online benefits from stock shortages
                                        • Grocers can emphasise value ranges
                                        • Market Drivers

                                          • Inflation is the key concern for consumers and brands
                                            • Consumer spending power will be curbed
                                              • Changing family dynamics will impact demand for family-sized products
                                                • Figure 16: Trends in the age structure of the UK population, 2016-26
                                              • Low-cost spending on own-label products expected to increase
                                                • Figure 17: Expected changes in behaviour due to rising prices, by age of children in household, 2022
                                              • Healthy eating focus could impact OTC remedies
                                                • Figure 18: Prevalence of overweight and obesity among children in reception and year 6 in England, 2019/20 and 2020/21
                                              • VMS products are used for daily immunity and overall health support
                                                • Figure 19: Reasons for taking vitamins and supplements, by age of children in household, 2021
                                              • Chickenpox outbreak encourages parents to use alternative remedies
                                                • COVID-19 vaccine rollout can inspire OTC brands
                                                  • Dentist shortages will drive demand for oral health claims in OTC remedies
                                                    • Mental health is a rising concern for parents
                                                    • Market Share

                                                      • Mass-market brands continuously position as top sellers…
                                                        • Figure 20: UK retail value sales of children’s OTC healthcare products, by brand, years ending August 2021 and August 2022
                                                      • …but own-label brands will prevail in cost-of-living crisis
                                                        • Cough remedies boosted by COVID-19
                                                          • Brands demonstrate success through natural positioning
                                                          • Launch Activity and Innovation

                                                            • Babies & children’s claims grow in the wider OTC market
                                                              • Figure 21: New product launches in the OTC healthcare market, by babies & toddlers and children claims, 2019-22
                                                            • Immunity-boosting claims will appeal
                                                              • Figure 22: New product launches in the children’s OTC healthcare market, by sub-category, 2019-22
                                                            • Emerging segments focus on safety
                                                              • Dendron leads, but NPD is highly fragmented
                                                                • Figure 23: New product launches in the children’s OTC healthcare market, by ultimate company, 2021
                                                                • Figure 24: Examples of Dendron Brands’ launches in the children’s OTC healthcare market, 2021
                                                              • Bayer adds variety in flavour profiles
                                                                • Figure 25: Bayer Clarityn Mixed Berries Flavour Allergy Syrup, 2021
                                                              • Natural ingredients come to the fore
                                                                  • Figure 26: Examples of new product launches in OTC healthcare market with botanical/herbal claims, 2021-22
                                                                • Relaunches and repackaging products refresh the market
                                                                  • Figure 27: New product launches in the children’s OTC healthcare market, by launch type, 2019-22
                                                                  • Figure 28: Examples of Nurofen for Children new packaging launches in the children’s OTC healthcare market, 2022
                                                                • Private-label NPD can aid parents during the cost-of-living crisis
                                                                  • Figure 29: New product launches in the children’s OTC healthcare market, branded vs own-label, 2019-22
                                                                • Engage children through familiar and fun characters
                                                                  • Figure 30: Examples of new product launches with babies, toddlers and children claims in the first aid category, 2022
                                                                • Digestive health emerges as a growing claim
                                                                  • Figure 31: Top 10 claims in the children’s OTC healthcare market (based on 2021), 2019-22
                                                                  • Figure 32: Examples of new product launches in the children’s OTC healthcare market with functional digestive health claims, 2021
                                                                • Look towards VMS for flavour inspiration
                                                                    • Figure 33: BetterYou Roald Dahl product launches in the vitamins and supplements market with babies, toddlers and children claims, 2022
                                                                    • Figure 34: Bell’s Healthcare children’s allergy relief oral solution, 2022
                                                                    • Figure 35: New product launches in the vitamins and supplements market, by babies & toddlers and children claims, 2019-22
                                                                • Advertising and Marketing Activity

                                                                  • TV still dominates children’s OTC adspend
                                                                    • Figure 36: Total above-the-line, online display and direct mail advertising expenditure on children’s OTC healthcare products, 2019-22
                                                                  • Sudocrem utilises influencers to engage with parents
                                                                    • Figure 37: Sudocrem Instagram post, 2022
                                                                  • Nurofen for Children gives parents ease
                                                                    • Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on selected UK children’s OTC healthcare products, by top ultimate companies, 2021
                                                                    • Figure 39: Nurofen for Children campaign, 2022
                                                                  • Calpol continues charitable efforts
                                                                    • Figure 40: Calpol campaign, 2022
                                                                  • Superdrug and P&G team up to support children with cleft palates
                                                                    • UK government launches campaign to improve children’s diets
                                                                      • ITV’s Britain Get Talking campaign tackles the mental health crisis
                                                                        • Figure 41: ITV & Uncommon Britain Get Talking campaign, 2022
                                                                      • Nielsen Ad Intel coverage
                                                                      • Brand Research

                                                                          • Brand map
                                                                            • Figure 42: Attitudes towards and usage of selected brands, 2022
                                                                          • Key brand metrics
                                                                            • Figure 43: Key metrics for selected brands, 2022
                                                                          • Brand attitudes: Calpol is perceived as good value
                                                                            • Figure 44: Attitudes, by brand, 2022
                                                                          • Brand personality: Nurofen equates to ethical
                                                                            • Figure 45: Brand personality – Macro image, 2022
                                                                          • Metanium is viewed as natural
                                                                            • Figure 46: Brand personality – Micro image, 2022
                                                                          • Brand analysis
                                                                            • Calpol is old-fashioned but has high trust in expertise
                                                                              • Nurofen for Children is ethical and effective
                                                                                • Benylin Children’s is basic but accessible
                                                                                  • Metanium is seen as natural and innovative
                                                                                  • Types of Ailments Suffered

                                                                                    • Back-to-school normalcy increases infectious ailments
                                                                                      • Figure 47: Infectious ailments suffered by children aged 0-12, 2020 and 2022
                                                                                    • Brands can respond to a rise in stomach bugs
                                                                                      • Figure 48: Examples of O.R.S new product launches, 2021
                                                                                    • COVID-19 and adjacent symptoms affect children
                                                                                      • Headaches are on the rise in non-infectious ailments
                                                                                        • Figure 49: Non-infectious ailments suffered by children aged 0-12, 2020 and 2022
                                                                                      • Upset stomach linked to diet and gut health
                                                                                      • Treatments Sought

                                                                                        • Increase in ailments impacts OTC treatment usage
                                                                                          • Figure 50: Treatments sought for children’s ailments, 2020 and 2022
                                                                                        • Usage of first-aid and topical remedies also increases
                                                                                          • Home remedies can benefit from online education
                                                                                          • Purchase Drivers in Children’s Healthcare

                                                                                            • Actives, availability and performance are the top purchase drivers
                                                                                              • Figure 51: Purchase drivers for children’s healthcare products, 2022
                                                                                            • Professional advice is still valuable to parents
                                                                                              • Natural remedies are sought after
                                                                                                • Figure 52: Genexa Kids’ Pain & Fever liquid, 2022
                                                                                              • Focus on price transparency will appeal amidst income squeeze
                                                                                                • Remain vigilant with environmental claims to ensure future loyalty
                                                                                                • Children’s Health Concerns

                                                                                                  • Mental wellbeing is a concern for parents
                                                                                                    • Figure 53: Parental concerns about their children’s health, 2022
                                                                                                  • Use apps and digital platforms to tackle evolving mental health needs
                                                                                                    • Figure 54: Chill Panda website, 2022
                                                                                                  • COVID-19 drives immunity health concerns
                                                                                                    • Improve gut and digestive health with maintenance remedies
                                                                                                      • Collaborate with personal care to aid children’s sleep health
                                                                                                        • Figure 55: Examples of new product launches with sleep and babies, toddlers and children claims, 2021-22
                                                                                                      • Target physical and mental health together with technology
                                                                                                        • Incentivise dental healthcare by creating fun experiences
                                                                                                        • Attitudes towards Children’s Health

                                                                                                          • Connect the dots between emotional wellbeing and play activities
                                                                                                            • Figure 56: Attitudes towards children’s health, 2022
                                                                                                          • Create hybrid health solutions
                                                                                                            • Own-label remedies will thrive during the cost-of-living crisis
                                                                                                              • Personalise healthcare products to appeal to children
                                                                                                                • Vitamins and supplements are integral to healthy routines
                                                                                                                  • Figure 57: Examples of new product launches in VMS, 2021-22
                                                                                                                • Vaccine division between parents
                                                                                                                  • Air quality is a concern in cities
                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                      • Abbreviations
                                                                                                                        • Consumer research methodology
                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                          • Market forecast and prediction intervals
                                                                                                                            • Figure 58: Market forecast for children’s healthcare, 2022-27
                                                                                                                          • Market drivers and assumptions
                                                                                                                            • Forecast methodology

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