2020
9
UK Children’s Healthcare Market Report 2020
2020-10-28T03:01:45+00:00
OX989928
2195
126650
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Report
en_GB
“The children’s healthcare category saw strong growth of 4% to £194 million in 2019, as parents prioritised quality and invested in higher-value branded remedies rather than own-label products. With the…

UK Children’s Healthcare Market Report 2020

£ 2,195 (Excl.Tax)

Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the UK Children’s Healthcare market, including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The children’s OTC category experienced value growth of 4% to £194 million in 2019, despite a decline in ailments experienced, suggesting that parents are continuing to invest in higher-priced, branded products. Indeed product quality is the most important purchase driver in this category, prioritised by 69% of parents. The pandemic has impacted the rate of infectious and noninfectious ailments in 2020. Data in this Report from July 2020 shows that 45% of children suffered from a cold in the last 12 months, compared with 68% in 2017.

Expert analysis from a specialist in the field

Written by Emilia Greenslade, a leading analyst in the Health sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The children’s healthcare category saw strong growth of 4% to £194 million in 2019, as parents prioritised quality and invested in higher-value branded remedies rather than own-label products. With the pandemic driving a focus on health and wellbeing, the category is set to continue to see strong value growth in 2020. Parents show interest in preventative remedies providing NPD opportunities in products that promote children’s immunity.
Emilia Greenslade
Health Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
    • Excluded:
  2. Executive Summary

    • The market
    • Focus on health will drive growth in 2020
      • Figure 1: UK central forecast value sales of children’s OTC healthcare products (prepared on 23 September 2020), 2015-25
    • Impact of COVID-19 on children’s OTC healthcare
    • COVID-19 drives demand for OTC treatments
      • Figure 2: Short, medium and long-term impact of COVID-19 on children’s OTC healthcare products, 29 September 2020
    • Companies and brands
    • Leading brands continue to fare well
      • Figure 3: Retail value sales of children’s OTC healthcare products, by brand, year ending August 2020
    • Leading brands focus on efficacy, newer brands bring a natural angle
      • Figure 4: New product launches in the children’s OTC healthcare market, by product segment, January 2017-August 2020
    • The consumer
    • COVID-19 drives decline in infectious ailments…
      • Figure 5: Infectious ailments suffered by children aged 0-12, July 2020
    • …and non-infectious ailments
      • Figure 6: Non-infectious ailments suffered by children aged 0-12, July 2020
    • Empower parents with education at home
      • Figure 7: Treatments sought, July 2020
    • Parents want prevention, not just cure
      • Figure 8: Interest in children’s healthcare products, July 2020
    • Quality trumps price when it comes to children’s health
      • Figure 9: Purchase drivers of children’s healthcare products, July 2020
    • Build online services in response to COVID-19
      • Figure 10: Channels of purchase for children’s healthcare products, July 2020
    • Physical stores remain a popular purchase location
      • Figure 11: Purchase of children’s healthcare products, July 2020
    • OTC brands can offer holistic health solutions
      • Figure 12: Parents’ concerns towards their children’s health, July 2020
  3. Issues and Insights

    • COVID-19 drives focus on immunity
    • Offer a holistic approach to children’s health
  4. The Market – Key Takeaways

    • COVID-19 drives focus on health in 2020
    • Supermarkets become increasingly appealing
    • Overall wellbeing is more important in 2020
  5. Market Size and Forecast

    • Parents increase spend on children’s healthcare due to COVID-19
      • Figure 13: Short, medium and long-term impact of COVID-19 on children’s OTC healthcare products, 29 September 2020
    • Focus on quality drives category value in 2019
      • Figure 14: UK retail value sales of children’s OTC healthcare products (prepared on 23 September 2020), 2015-25
    • COVID-19 brings attention to immunity in 2020
      • Figure 15: UK central line forecast value sales of children’s OTC healthcare products (prepared on 23 September 2020), 2015-25
    • Market drivers and assumptions
    • Economic and other assumptions
      • Figure 16: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 28 July 2020)
    • Continued investment in health despite the recession
      • Figure 17: Value sales of children’s OTC healthcare products, 2007-20
    • Forecast methodology
  6. Market Segmentation

    • Parents switch to branded analgesics, driving growth in 2019
      • Figure 18: UK retail value sales of children’s OTC healthcare products, by segment, 2018-20
    • Parents turn to paediatric gastrointestinal remedies for convenience
    • COVID-19 will impact some segments over others
    • Savvy behaviours impact the nappy rash segment
  7. Channels to Market

    • Chemists dominate, but supermarkets show strong growth
      • Figure 19: UK retail value sales of children’s OTC healthcare products, by outlet type, 2018-20
    • Online benefits during COVID-19
  8. Market Drivers

    • Shift in population dynamics impacts value growth
      • Figure 20: Trends in the age structure of the UK population, 2015-25
    • Obesity is in the spotlight
      • Figure 21: Prevalence of obesity (including severe obesity) in children, by age, 2011/12-2018/19
    • Heightened stress levels call for holistic solutions
    • COVID-19 to drive demand for flu immunisation
      • Figure 22: Provisional end of year cumulative influenza vaccine uptake in children in school years reception to year 5 (ages 4-11), 2018/19 and 2019/20
    • Immune health takes centre stage
  9. Companies and Brands – Key Takeaways

    • COVID-19 presents marketing opportunities online
    • Leading brands gain market share
    • Wellness is a focus in NPD in 2019
  10. Market Share

    • Calpol’s trusted status drives rise in value
      • Figure 23: Retail value sales of children’s OTC healthcare products, by brand, years ending August 2019 and August 2020
    • Nurofen for Children benefits from NPD and advertising
    • Analgesics brands make gains during COVID-19…
    • …whilst head lice brands suffer
    • Parents cut down on nappy rash products
  11. Launch Activity and Innovation

    • Small brands highlight naturalness
      • Figure 24: New product launches in the children’s OTC healthcare market, by product segment, January 2017-August 2020
      • Figure 25: Jack N’ Jill Teething Gel, 2019
    • Brands focus on repackaging launches in 2019
      • Figure 26: New product launches in the children’s OTC healthcare market, by launch type, January 2017-August 2020
      • Figure 27: Calpol Strawberry Flavoured Sugar-Free Paracetamol, 2019
    • Niche brands tap into premium and fun
      • Figure 28: Examples of new product launches in the children’s OTC healthcare market, 2020
    • J&J adds variety in pack sizes and flavours
      • Figure 29: New product launches in the children’s OTC healthcare market, by ultimate company, 2019
      • Figure 30: Benylin Infant’s Cough Syrup Johnson & Johnson, 2019
    • Church & Dwight builds Stérimar’s safety and efficacy positioning
      • Figure 31: Examples of Stérimar launches in the children’s OTC healthcare market, 2020
    • Perrigo relaunch focuses on performance claims
      • Figure 32: Perrigo Becodefence Kids Allergy Defence Nasal Spray, 2019
    • Own-label should innovate in the recession
      • Figure 33: New product launches in the children’s OTC healthcare market, branded vs own-label, January 2017-August 2020
      • Figure 34: Tesco Cherry Flavour Children’s Paracetamol, 2019
    • Attention directs to children’s products
      • Figure 35: Top 10 claims in the children’s OTC healthcare market, based on 2019, 2018 and 2019
    • Ingredient claims remain prominent
      • Figure 36: Bronchostop Junior Dry & Chesty Cough Syrup, 2019
    • OTC brands can tap into wellness
      • Figure 37: Examples of children’s OTC healthcare product launches featuring wellness claims, 2019
  12. Advertising and Marketing Activity

    • TV remains the most popular advertising medium
      • Figure 38: Total above-the-line, online display and direct mail advertising expenditure on selected children’s OTC healthcare products, January 2017-August 2020
      • Figure 39: Sudocrem ‘Soothing Families’ advertisement, 2019
    • Engage with parents over media
      • Figure 40: Sudocrem Instagram post, 2020
    • Nurofen for Children emphasises quality
      • Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure on selected UK children’s OTC healthcare products, by top ultimate companies, 2019
      • Figure 42: Nurofen for Children campaign, 2019
      • Figure 43: Bonjela Soothing Teething Gel campaign, 2019
    • Calpol and Sudocrem support charities to promote caring image
    • Nielsen Ad Intel coverage
  13. Brand Research

    • Brand map
      • Figure 44: Attitudes towards and usage of selected brands, September 2020
    • Key brand metrics
      • Figure 45: Key metrics for selected brands, September 2020
    • Brand attitudes: Parents are proud to be associated with Nurofen for Children
      • Figure 46: Attitudes, by brand, September 2020
    • Brand personality: Hedrin is seen as ethical
      • Figure 47: Brand personality – macro image, September 2020
    • Bepanthen is associated with naturalness
      • Figure 48: Brand personality – micro image, September 2020
    • Brand analysis
    • Calpol benefits from value-for-money perception
      • Figure 49: User profile of Calpol, September 2020
    • Nurofen for Children is seen as effective
      • Figure 50: User profile of Nurofen for Children, September 2020
    • Bepanthen could tap into natural perceptions more
      • Figure 51: User profile of Bepanthen, September 2020
    • Hedrin has high recommendation ratings
      • Figure 52: User profile of Hedrin, September 2020
  14. The Consumer – Key Takeaways

    • COVID-19 drives decline in ailments
    • Focus shifts to prevention rather than cure
    • Brands can look to offering holistic solutions
  15. Impact of COVID-19 on Children’s Healthcare

    • Parents are still concerned over risk of COVID-19
      • Figure 53: Any worry about risk of exposure to COVID-19/the coronavirus, by parental status, 3-11 September 2020
    • Hygiene becomes a focus for parents
      • Figure 54: Behaviour changes since the coronavirus/COVID-19 outbreak, 3-11 September 2020
    • OTC brands can look to prevention rather than cure
      • Figure 55: Behaviours relating to usage of vitamins and supplements since the outbreak of COVID-19/coronavirus, by age of youngest child, 25 June-8 July 2020
      • Figure 56: Nasaleze Cold & Flu Blocker, 2020
    • Align with healthy lifestyles
      • Figure 57: Changes in priorities since the outbreak of COVID-19, by parents of children aged 18 and under, 7-14 May 2020
    • Natural remedies risk losing out
    • Own-label brands will appeal to price-conscious parents
      • Figure 58: Change in financial situation since the start of the COVID-19 outbreak, by adults with children aged under 16 in household, 30 July-7 August 2020
  16. Types of Ailments Suffered

    • Social distancing drives decline in ailments
      • Figure 59: Infectious ailments suffered by children aged 0-12, November 2017 and July 2020
    • Stay-at-home orders lower experience of cuts/grazes
      • Figure 60: Non-infectious ailments suffered by children aged 0-12, November 2017 and July 2020
    • Healthy eating impacts gastrointestinal ailments and headaches
    • Blue light and stress trigger older children’s headaches
  17. Treatments Sought

    • Reduction in infectious ailments impacts OTC usage
      • Figure 61: Treatments sought, November 2017 and July 2020
    • NPD can drive usage of first aid products
    • Support parents self-treating through digital solutions
  18. Interest in Children’s Healthcare Products

    • Parents want a stress-free experience
      • Figure 62: Interest in children’s healthcare products, July 2020
    • Immune health grows in focus
    • NPD in flavours and formats can elevate the usage experience
      • Figure 63: Nytol Liquid Caramel Flavour Oral Solution, 2019
  19. Purchase Drivers of Children’s Healthcare Products

    • Quality is essential for parents
      • Figure 64: Purchase drivers for children’s healthcare products, July 2020
    • Flavour, format and added services tap into convenience demands
    • Price is a lower factor, but will be important in 2020
    • Appeal to parents’ safety concerns
    • Scope to expand on eco and ethical claims
  20. Retailers Used for Children’s Healthcare Products

    • Physical stores benefit from convenience
      • Figure 65: Channels of purchase for children’s healthcare products, July 2020
    • COVID-19 impacts online shopping
    • Supermarkets are the top choice
      • Figure 66: Retailers where children’s healthcare products are bought, July 2020
    • Health and beauty retailers tap into wellness trends
    • Little interest in discounters’ lower prices
  21. Health Concerns Regarding Children

    • Screen time tops parents’ concerns
      • Figure 67: Parents’ concerns towards their children’s health, July 2020
    • COVID-19 drives hygiene concerns
    • Parents take a holistic approach to children’s health
  22. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

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.

Market

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.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

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.

Data

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*databooks not available with UK B2B Industry reports.

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