2022
9
UK OTC Analgesics, Cough, Cold and Flu Remedies Market Report 2022
2022-05-20T04:16:33+01:00
OX1100865
2195
151282
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Report
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“The OTC market is on the road to recovery following two difficult years during the COVID-19 pandemic, which impacted value sales of cough, cold and flu remedies. In the coming…

UK OTC Analgesics, Cough, Cold and Flu Remedies Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK OTC Analgesics, Cough, Cold and Flu Remedies report identifies consumer attitudes towards the otc cough and cold market, flu remedies, and cold and allergy otc in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the OTC Analgesics, Cough, Cold and Flu Remedies market in the UK.

Current Market Landscape

While cough and cold rates remain lower than pre-pandemic levels, the increased spread of common illnesses is fuelling the recovery of the cough, cold and flu remedy category, while continued instances of pain continue to benefit the analgesics category.

  • The percentage of adults experiencing a cold in the last 12 months increased 12 percentage points to 37% in the year to March 2022.
  • 35% of adults are interested in specialised claims such as cold remedies which only need to be taken once a day.
  • 48% of consumers aged 18-24 experience back pain compared to 39% of over-65s.

Supply chain problems affected the OTC market in late 2021 and this will likely continue in 2022. The press coverage of product shortages will likely cause some consumers to bulk buy, whilst others will be forced to switch brands based on which products are available to them.

Future Market Trends in OTC Analgesics, Cough, Cold and Flu Medicine

The biggest threat to the OTC analgesics and cough, cold and flu remedies market will be the impact of inflation and the rising cost of living. Savvy shopping behaviours will see an increase and consumers will trade down to private-label or budget products, forgoing branded remedies in certain categories. Brands can look to promote value beyond price to dissuade consumers from trading down by highlighting brand expertise and offering expert claims.

Preventative products are an opportunity in the OTC market, especially since the pandemic has increased consumer understanding of health and immunity. Brands that can offer consumers a sense of security with immunity-boosting products or with sprays that provide temporary protection from viruses and bacteria will appeal to those looking to prevent illness.

Read on to discover more details or take a look at all of our UK Health and Wellbeing market research

Quickly understand

  • The impact of COVID-19 and rising inflation.
  • The market size and forecast for the OTC analgesics and cough, cold and flu remedies.
  • The value of individual segments and brand performance in 2021.
  • Launch activity and innovation in OTC analgesics and cough, cold and flu remedies.
  • Experience of pain, coughs, colds and flu and treatments sought.
  • How consumers prepare for the cold and flu season.
  • Interest in additional benefits in cold and flu remedies.

Covered in this report

Products: Cold remedies (capsules, tablets, syrups, powders, hot drinks, caplets, meltlets), decongestants (embrocation, rub nasal inhalants, oral decongestants), flu remedies, cough remedies, medicated confectionary.

Brands: Nurofen, Solpadeine, Calpol, Voltarol, Panadol, Anadin, Deep Heat, Galpharm, Bonjela, Lemsip, Sudafed, Vicks, Night Nurse, Otrivine, Olbas, Beechams, Day & Night Nurse, Benylin, Covonia, Buttercup, Bronchostop, Robitussin, Calcough, Care, Tixylix, Strepsils, Halls, Jakemans, Lockets, Fisherman’s Friend, Ricola, Potter’s, Forever, Cura-Heat, Deep Freeze, Vazalore.

Expert analysis from a specialist in the field

This report, written by Georgia Staffordl, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The OTC market is on the road to recovery following two difficult years during the COVID-19 pandemic, which impacted value sales of cough, cold and flu remedies. In the coming years, as consumer budgets are stretched by inflation, value shopping will come to define the market. Owing to the non-discretionary nature of OTC products, savvy shopping behaviours are unlikely to have a significant impact on the market value, but it will become more important for brands to stress value to remain relevant. However, value can be defined as more than the price of a purchase, and instead can encompass expert or unique claims to dissuade consumers from trading down to budget options.

Utku Tansel - European Retail AnalystGeorgia Stafford
Beauty & Personal Care Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for OTC analgesics and cough, cold and flu remedies
      • Figure 1: Category outlook for OTC analgesics and cough, cold and flu remedies, 2022-27
    • The market
    • Inflation will come to shape the market
      • Figure 2: Market size and forecast for OTC analgesics and cough, cold and flu remedies, 2016-26
    • COVID-19 continues to impact the market
    • Companies and brands
    • Appeal to value-conscious consumers
      • Figure 3: Retail value sales of OTC analgesics, by brand, year ending February 2022
    • Innovate in budget cold and flu remedies
      • Figure 4: Retail value sales of OTC cold and flu decongestants, by brand, year ending February 2022
    • Natural ingredients hold appeal
      • Figure 5: Retail value sales of cough liquids, by brand, year ending February 2022
    • Medicated confectionery experiences a boost
      • Figure 6: Retail value sales of OTC medicated confectionery, by brand, year ending February 2022
    • The consumer
    • Working from home increases body pain rates
      • Figure 7: Types of pain suffered in the last 12 months, 2020-22
    • Encourage a hybrid approach to pain management
      • Figure 8: Treatments sought for pain in the last 12 months, 2022
    • Boost usage of non-tablet analgesic formats
      • Figure 9: OTC oral analgesic formats used in the last 12 months, 2020-22
    • Make topical formats easier to use
      • Figure 10: OTC topical analgesic formats used in the last 12 months, 2020-22
    • Strengthen consumer understanding of topical formats
      • Figure 11: Associations with topical and oral analgesic formats, 2022
    • Cold and flu rates near pre-pandemic levels
      • Figure 12: Types of cold/flu and cough/sore throat (not as symptoms of cold/flu) suffered in the last 12 months, 2020-22
    • Innovate in topical formats to treat cold and flu
      • Figure 12: Treatments sought for cold/flu and cough/sore throat (not as a symptom of cold/flu) in the last 12 months, 2022
      • Figure 13: Change in consumer behaviour ahead of cold and flu season, 2022
    • Explore sleep-boosting remedies
      • Figure 14: Interest in innovations in cold/flu remedies, 2022
  3. Issues and Insights

    • Stress value to discourage trading down
    • Cater to different demographics’ experiences of pain
    • Adopt a holistic view of health
  4. Market Size and Performance

    • The impact of COVID-19
      • Figure 15: Market size for OTC analgesics and cough, cold and flu remedies, 2016-21
    • COVID-19 has signalled a need for repositioning
    • Inflation impacts market value
  5. Market Forecast

    • The five-year outlook for OTC analgesics and cough, cold and flu remedies
      • Figure 16: Category outlook for OTC analgesics and cough, cold and flu remedies, 2022-27
    • Consumers will be exposed to price hikes in OTC analgesics
      • Figure 17: Market forecast for OTC analgesics, 2016-26
    • Higher pain rates will drive growth
    • View health holistically for long-term success
    • Inflation will impact the cough, cold and flu remedies market
      • Figure 18: Market forecast for cough, cold and flu remedies, 2016-26
    • Overcome weak flu seasons with preventative products
    • Market drivers and assumptions
    • Forecast methodology
  6. Market Segmentation

    • Topical analgesics experience growth
      • Figure 19: UK retail value sales of OTC analgesics, by segment, 2020 and 2021
    • Toothache remedies suffer
    • Medicated confectionery suffers
      • Figure 20: UK retail value sales of OTC cough, cold and flu remedies, by segment, 2020 and 2021
    • Relaxed COVID-19 restrictions benefit cough, cold and flu remedies
      • Figure 21: Forever, Forever Marine Collagen (Forever Direct), 2022
  7. Channels to Market

    • A return to pre-pandemic habits impacts supermarkets
      • Figure 22: UK retail value sales of OTC analgesics, cough, cold and flu relief and medicated confectionery, by outlet type, 2020 and 2021
    • Online benefits from availability concerns
    • Chemists and drugstores can benefit from expert positioning
  8. Market Drivers

    • The conflict in Ukraine will hurt the UK economy
    • Inflation is the key concern for 2022 for consumers, brands and the economy
    • Consumers’ financial wellbeing has slipped from its recent high point…
      • Figure 23: Trends in how respondents would describe their financial situation, March 2019-February 2022
    • …and concerns over inflation are coming to the fore
      • Figure 24: Consumer concerns about household finances, 2021-22
    • The population is ageing
      • Figure 25: Trends in the age structure of the UK population, 2016-26
    • Vitamin usage is increasing
      • Figure 26: Reasons for taking vitamins and supplements, 2021
    • Consumers look for health advice from a variety of sources
      • Figure 27: Sources of information used for health advice, 2021
    • COVID-19 has increased experiences of stress
      • Figure 28: Experiences of stress since the start of COVID-19, 2021
    • Young people are looking to unwind
      • Figure 29: Consumers looking for ways to de-stress/unwind since the start of the COVID-19 outbreak, by age, 2021
    • Elective surgeries have been delayed
    • The Omicron variant mirrors a cough and cold
    • Nasal sprays raise concerns amongst regulators
    • Calls for codeine to be banned
  9. Market Share

    • Value positioning brings growth
      • Figure 30: Retail value sales of OTC analgesics, by brand, years ending February 2021 and February 2022
    • Brands can leverage their expertise
    • Consumers are unfamiliar with cold remedy ingredients…
      • Figure 31: Retail value sales of cold and flu remedies, by brand, years ending February 2021 and February 2022
    • …which leaves brands on top
    • Bronchostop benefits from natural positioning
      • Figure 32: Retail value sales of cough liquids, by brand, years ending February 2021 and February 2022
    • Strepsils enjoys the largest value change
      • Figure 33: Retail value sales of medicated confectionery, by brand, years ending February 2021 and February 2022
    • Ricola benefits from wellness positioning
  10. Launch Activity and Innovation

    • NPD in the OTC analgesics category
    • Consumer trust informs innovation
      • Figure 34: New product launches in the OTC analgesics market, by launch type, January 2019-March 2022
      • Figure 35: Examples of new variety/range extensions in the OTC analgesics market, 2021 and 2022
    • Changing lifestyles inform topical innovation
      • Figure 36: New product launches in the OTC analgesics market, by format type, January 2019-March 2022
      • Figure 37: Examples of non-medicinal topical pain relief launches in the OTC analgesics market, 2021
    • Ensure pain relief is inclusive
    • Innovate capsules formats for gut health
      • Figure 38: Vazalore Liquid-Filled Aspirin Capsules, 2021
    • Panadol focuses on repackaging products
      • Figure 39: New product launches in the OTC analgesics market, by top 10 ultimate companies, 2021
      • Figure 40: Examples of pain relief product launches from Panadol in the OTC analgesics market, 2021
    • Deep Relief taps into natural trends
      • Figure 41: Deep Relief Bionovex Oil & Hyaluronic Acid Actiflex Patch, 2021
    • Little innovation from private label
    • Eco claims gain ground in pain relief
      • Figure 42: Top 10 claims in the OTC analgesics market (based on 2021), 2020 and 2021
      • Figure 43: Examples of launches in the OTC analgesics market with recyclable packaging claims, 2021
    • NPD in the cold, cough and flu remedies category
    • Immunology knowledge fuels launch activity
      • Figure 44: New product launches in the cough, cold and flu remedies market, by launch type, January 2019-March 2022
      • Figure 45: Examples of nasal washes and sprays launches in the cough, cold and flu remedies market that reduce virus presence, 2021
    • Wellness trends inform format types
      • Figure 46: New product launches in the cough, cold and flu remedies market, by format type, January 2019-March 2022
      • Figure 47: Aroma Active Laboratories SOS Chest Rub, 2021
      • Figure 48: Examples of new product launches in the cough, cold and flu remedy segment that contain Manuka honey and offer wellbeing benefits, 2021
    • Leading companies focus on congestion relief
      • Figure 49: New product launches in the cough, cold and flu remedies market, by top 10 ultimate companies, 2021
    • Cater to ingredient-conscious consumers
      • Figure 50: Top 10 claims in the cold, cough and flu remedies market (based on 2021), 2020 and 2021
      • Figure 51: Stérimar, congestion relief spray (Sofibel), 2021
      • Figure 52: Genexa Cold Crush Chewable Tablets, 2021
    • Differentiate with ethical claims
      • Figure 53: Betr Cold & Flu Daytime Relief Caplets, 2022
  11. Advertising and Marketing Activity

    • Advertising and marketing activity for over-the-counter analgesics
    • TV advertising remains popular
      • Figure 54: Recorded above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by media type, 2019-21
    • Digital advertising taps into wellbeing trends
    • Top spenders empower consumers
      • Figure 55: Recorded above-the-line, online display and direct mail advertising expenditure on over-the-counter analgesics, by leading advertisers, 2021
    • Omega Pharma promotes the ‘wisdom’ of natural products
    • Advertising and marketing activity on cold, cough and flu remedies
    • TV spending promotes preventative measures
      • Figure 56: Recorded above-the-line, online display and direct mail advertising expenditure on cough, cold and flu remedies, by media type, 2019-21
    • Sudafed promotes its natural alternative
    • Top spenders lead with expert positioning
      • Figure 57: Recorded above-the-line, online display and direct mail advertising expenditure on cough, cold and flu remedies, by leading advertisers, 2021
    • Otrivine touts its long-lasting claims
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 58: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 59: Key metrics for selected brands, 2022
    • Brand attitudes: Consumers value the quality of Deep Heat
      • Figure 60: Attitudes, by brand, 2022
    • Brand personality: Jakemans has a reputation for being fun
      • Figure 61: Brand personality – macro image, 2022
    • Panadol is viewed as basic
      • Figure 62: Brand personality – micro image, 2022
    • Brand analysis
    • Jakemans is perceived as fun, but ineffective
    • Deep Heat is seen as innovative
    • Panadol is perceived as basic but effective
    • Sudafed is seen as accessible and expert
  13. Experience of Pain

    • Working from home increases body pain rates
      • Figure 63: Types of pain suffered in the last 12 months, 2020-22
    • Recognise how different generations experience pain
      • Figure 64: Experience of back and joint pain in the last 12 months, by age, 2022
    • Help young consumers manage their stress
      • Figure 65: Puressentiel Headache Roll-On, 2019
  14. Treatments Sought for Pain

    • Innovate in topical formats for head pain
      • Figure 66: Treatments sought for any head pain in the last 12 months, 2020-22
    • Help consumers understand the benefit of exercise for body pain
      • Figure 67: Treatments sought for any body pain in the last 12 months, 2020-22
    • Boost usage of topical analgesics among people who menstruate
      • Figure 68: Treatments sought for menstrual pain in the last 12 months, 2020-22
      • Figure 69: The Good Patch Hemp-Infused Period Patch, 2018
    • Encourage a hybrid approach to pain management
  15. Usage of Analgesic Formats

    • Boost usage of non-tablet analgesic formats
      • Figure 70: OTC oral analgesic formats used in the last 12 months, 2020-22
    • Add value with specialised claims
      • Figure 71: Repertoire of oral over-the-counter analgesics used in the last 12 months, 2022
    • Make topical formats easier to use
      • Figure 72: OTC topical analgesic formats used in the last 12 months, 2020-22
  16. Attitudes towards Topical and Oral Analgesics

    • Boost convenience claims of topical analgesics
      • Figure 73: Associations with topical and oral analgesic formats, 2022
    • Strengthen consumer understanding of topical formats
    • Explore natural remedies
    • Be prepared for conscious consumers
  17. Experiences of Colds and Flu

    • Cold and flu rates nearing pre-pandemic levels
      • Figure 74: Types of cold/flu and cough/sore throat (not as symptoms of cold/flu) suffered in the last 12 months, 2020-22
    • Target parents with immunity enhancers
      • Figure 75: Experiences of colds in the last 12 months, by parental status, 2022
  18. Treatments Sought for Colds and Flu

    • Further usage of topical remedies for cold and flu sufferers
      • Figure 76: Treatments sought for cold/flu in the last 12 months, 2020-22
    • Promote the speed of over-the-counter remedies
    • Supercharge homemade remedies
      • Figure 77: Treatments sought for cough/sore throat (not as symptoms of a cold/flu) in the last 12 months, 2020-22
      • Figure 78: Vitaflor Grog, 2022
    • Innovate in topical formats for sore throats
      • Figure 79: Kobayashi Fragrance-Free Cooling Mask, 2021
    • Boost understanding of antibiotic resistance
  19. Preparation ahead of Cold and Flu Season

    • Encourage flu vaccination uptake
      • Figure 80: Change in consumer behaviour ahead of cold and flu season, 2022
    • Explore partnerships with personal care brands
    • Cater to consumers’ health mentality
      • Figure 81: Manuka Doctor Manuka Honey & Lemon Lozenges, 2021
    • Guide consumers through flu season
  20. Interest in Cold and Flu Remedy Benefits

    • Explore sleep-boosting remedies
      • Figure 82: Interest in innovations in cold/flu remedies, 2022
    • Innovate in long-lasting remedies
    • Offer a holistic approach
    • Help young consumers relax
      • Figure 83: Interest in stress/anxiety-relieving cold/flu remedies, by age, 2022
      • Figure 84: Wilko, Stress Relief Tablets (Wilko), 2021
    • Look past functionality
  21. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  22. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 85: Market forecast for OTC analgesics, 2016-26
      • Figure 86: Market forecast for cough, cold and flu remedies, 2016-26
      • Figure 87: Market forecast for OTC analgesics and cough, cold and flu remedies, 2021-26
    • Market drivers and assumptions
    • Forecast methodology

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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.

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