2023
9
UK OTC Analgesics and Cough, Cold and Flu Remedies Market Report 2023
2023-06-08T03:04:27+00:00
REP0D54D7DE_5DB3_4694_BACC_C3ACF64748A5
2195
163998
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Report
en_GB
“The market has surpassed its pre-pandemic value as cases of cough, cold and flu have all risen to almost pre-COVID-19 levels. The categories are also less impacted by the income…
UK
OTC Medications
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UK OTC Analgesics and Cough, Cold and Flu Remedies Market Report 2023

Market Intelligence ReportsOTC MedicationsUK

Topics Discussed in the Full Report

  • The market forecast for value sales of OTC analgesics and cough, cold and flu remedies amid the cost-of-living crisis.
  • How the income squeeze will impact consumer behaviour and purchasing habits.
  • The fastest-rising claims among in the OTC analgesics and cough, cold and flu remedies category.
  • Experience of ailments and how consumers are treating them.
  • The prioritisation of active ingredients over brand names and how brands can react.
  • Attitudes towards remedy brands and how brands can better meet consumer interest in natural ingredients and education on remedies.

Meet the Expert

This report, written by Georgia Stafford, a leading research analyst, delivers in-depth commentary and analysis to highlight trends in UK sports market and add expert context to the numbers.

The market has surpassed its pre-pandemic value as cases of cough, cold and flu have all risen to almost pre-COVID-19 levels. The categories are also less impacted by the income squeeze compared to others, as the infrequent purchase of products, alongside the premium consumers place on their health, means there is a willingness among those who can afford it to pay more for products that they are familiar with or that carry desirable claims. There are opportunities to extend a brand’s product offerings by tapping into the concept of winter wellness and innovating with natural ingredients to meet consumer purchase priorities.”

Georgia Stafford

Georgia Stafford
Research Analyst

 

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  1. Overview

    • Key issues covered in this Report
    • 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, 2023-27
    • The market
    • The short-term impact of the cost-of-living crisis on the analgesics category will be limited
      • Figure 2: Market forecast for OTC analgesics, 2017-27
    • A shift in attitudes will support growth in cough, cold and flu remedies
      • Figure 3: Market forecast for cough, cold and flu remedies, 2017-27
    • Despite growth, budget mindsets are having an impact
    • Companies and brands
    • Pain relief innovation dominates
      • Figure 4: Launch activity in the pain relief and cough, cold and flu remedy category, by sub-category , 2020-23
    • Specialised technologies prove value in analgesics
      • Figure 5: UK retail value sales of OTC analgesics, by brand, year ending February 2023
    • All-in-one cold and flu remedies perform well
      • Figure 6: UK retail value sales of cold and flu remedies, by brand, year ending February 2023
    • Consumers prioritise cost, but can be convinced to trade up in medicated confectionery
      • Figure 7: UK retail value sales of medicated confectionery, by brand, year ending March 2023
    • Natural ingredients help cough brands’ sales
      • Figure 8: UK retail value sales of cough liquids, by brand, year ending March 2023
    • The consumer
    • Support back pain sufferers
      • Figure 9: Types of pain suffered in the last 12 months, 2023
    • Explore sleep-boosting ingredients in head pain relief
      • Figure 10: Treatments used for different pain types in the last 12 months, 2023
    • Tap into increased demand for combination tablets
      • Figure 11: Types of oral pain relief used in the last 12 months, 2023
    • Show the value of topical remedies amid the cost-of-living crisis
      • Figure 12: Types of topical pain relief used in the last 12 months, 2023
    • More innovative formats will drive remedy usage
      • Figure 13: Types of cold/flu and cough/sore throat suffered in the last 12 months, 2023
    • Advertise a remedy’s potential to deliver fast relief
      • Figure 14: Treatments sought for a cold/flu and cough/sore throat in the last 12 months, 2023
    • The prioritisation of ingredients helps out private-label sales
      • Figure 15: Purchase priorities when choosing an oral OTC pain relief remedy, 2023
    • Increase education to boost own-label sales
      • Figure 16: Attitudes towards OTC pain relief and cold, cough and flu remedies, 2023

  3. Issues and Insights

    • Prove the value of brand name in a category with low-priced competitors
    • Meet the consumer demand for sustainability
    • Consider ways to better help women experiencing pain

  4. Market Size and Performance

    • A return to pre-pandemic lifestyles boosts the market
      • Figure 17: Market size for OTC analgesics and cough, cold and flu remedies, 2017-22
    • While some consumers withstood the pressures of inflation…
    • …others adopted budget mindsets

  5. Market Forecast

    • Prove value to continue category growth
      • Figure 18: Category outlook for OTC analgesics and cough, cold and flu remedies, 2023-27
    • The short-term impact of cost-of-living crisis on the analgesics category will be limited…
      • Figure 19: Market forecast OTC analgesics, 2017-27
    • …but long term, growth will be difficult to achieve in the analgesics category
      • Figure 20: Market forecast for OTC analgesics, 2022-27
    • As immune health grows, appeal to an interest in naturals to help growth in the cough, cold and flu category
      • Figure 21: Market forecast for OTC cough, cold and flu remedies, 2017-27
    • Innovation and targeted marketing can secure growth in the cough, cold and flu category
      • Figure 22: Market forecast for OTC cough, cold and flu remedies, 2022-27
    • Learnings from the last income squeeze
      • Figure 23: UK retail value sales of OTC analgesics and cough, cold and flu remedies, 2009-14
    • Forecast methodology

  6. Market Segmentation

    • Analgesic brands can target new audiences
      • Figure 24: Retail value sales of OTC analgesics, by segment, 2021 and 2022
    • Innovate in convenient cough liquid options
      • Figure 25: Retail value sales of OTC cold, cough and flu remedies, by segment, 2021 and 2022
    • Encourage students to stock up on cold/flu remedies

  7. Channels to Market

    • Better guide supermarket shoppers
      • Figure 26: UK retail value sales of OTC analgesics and cough, cold and flu remedies, by channel, 2021 and 2022
    • Compete with online-only retailers
    • Highlight the expertise of in-store pharmacists at H&B retailers

  8. Market Drivers

    • Inflation will continue to eat into consumer spending power over the course of 2023
    • Consumer spending power will be curbed
    • The cost of living’s impact on immunity
      • Figure 27: Factors causing experience of stress or anxiety among men, 2022
      • Figure 28: Factors causing experience of stress or anxiety among women, 2022
    • Help consumers manage exercise-related pain
      • Figure 29: Types of exercise done in the last 12 months, 2023
    • COVID-19 diminishing gave way to cold and flu cases
    • Medicine shortages impact purchase behaviours
    • Flu vaccine uptake shows a preventative mindset
      • Figure 30: Seasonal influenza vaccine uptake amongst GP patients in England, 2021/22 and 2022/23
    • Cater to the changing age makeup of the population
      • Figure 31: Trends in the age structure of the UK population, 2016-26
    • Acknowledge the impact of endometriosis and PCOS
    • A focus on wellbeing creates tech partnership opportunities
    • Consider the value propositions of non-medicinal remedies

  9. Market Share

    • Specialised technologies prove value in analgesics
      • Figure 32: UK retail value sales of OTC analgesics, by brand, 2022 and 2023
    • All-in-one cold and flu remedies perform well
      • Figure 33: UK retail value sales of OTC cold and flu remedies, by brand, 2022 and 2023
    • Consumers prioritise cost, but can be convinced to trade up in medicated confectionery
      • Figure 34: UK retail value sales of OTC medicated confectionery, by brand, 2022 and 2023
    • Natural ingredients help cough brands
      • Figure 35: UK retail value sales of OTC cough liquids, by brand, 2022 and 2023

  10. Launch Activity and Innovation

    • Pain relief
    • Repackaging can guide eco-conscious consumers
      • Figure 36: Launch activity in the pain relief category, by launch type, 2020-23
      • Figure 37: Example of a pain relief product launch with recycling instructions, 2022
    • Topical innovation needs to cater to on-the-go consumers
      • Figure 38: Launch activity in the pain relief category, by format type, 2020-23
      • Figure 39: Examples of topical pain relief launches in easy-to-apply formats, 2022
    • Explore natural ingredients to stand out
      • Figure 40: Launch activity in the pain relief category, by ultimate company, 2022
      • Figure 41: Example of topical pain relief launch with natural claims, 2022
    • Innovate in sustainable claims in a category where they lag
      • Figure 42: Launch activity in the pain relief category, by top 10 claims* (based on 2022), 2021 and 2022
    • Cough, Cold and Flu Remedies
    • Explore more natural options
      • Figure 43: Launch activity in the decongestive, cough, cold and flu category, by launch type, 2020-23
      • Figure 44: Examples of cough, cold and flu remedy launches with natural claims, 2022
    • Support COVID-19 sufferers with medicated confectionery
      • Figure 45: Launch activity in the decongestive, cough, cold and flu category, by format type, 2020-23
      • Figure 46: Examples of lozenge launches, 2022
    • Improve the convenience of botanical remedies
      • Figure 47: Launch activity in the decongestive, cough, cold and flu category, by ultimate company, 2022
      • Figure 48: Examples of A.Vogel launches, 2022
    • Antibacterial claims still have potential
      • Figure 49: Launch activity in the decongestive, cough, cold and flu remedy category, by top 10 claims* (based on 2022), 2021 and 2022
    • Develop natural products for children
      • Figure 50: Examples of remedy launches for children with natural claims, 2022

  11. Advertising and Marketing Activity

    • Pain Relief Remedies
    • Outdoor advertising can target stressed commuters
      • Figure 51: Recorded above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by media type, 2020-22
    • Haleon focuses on feeling
      • Figure 52: Recorded above-the-line, online display and direct mail advertising expenditure on OTC analgesics, by leading advertisers, 2022
    • Cough, Cold and Flu Remedies
    • Digital advertising is the best way to target young consumers
      • Figure 53: Recorded above-the-line, online display and direct mail advertising expenditure on OTC cough, cold and flu remedies, by media type, 2020-22
    • Promote brand authority
      • Figure 54: Recorded above-the-line, online display and direct mail advertising expenditure on OTC cough, cold and flu remedies, by leading advertisers, 2022
    • Nielsen Ad Intel coverage

  12. Brand Research

    • Brand map
      • Figure 55: Attitudes towards and usage of selected brands, 2023
    • Key brand metrics
      • Figure 56: Key metrics for selected brands, 2023
    • Brand attitudes: Solpadeine cares about health/wellbeing
      • Figure 57: Attitudes, by brand, 2023
    • Brand personality: Lemsip ranks highly for accessibility
      • Figure 58: Brand personality – macro image, 2023
    • Nurofen is an expert brand
      • Figure 59: Brand personality – micro image, 2023
    • Brand analysis
    • Benylin
    • Lemsip
    • Nurofen
    • Solpadeine

  13. Experience of Pain

    • Support back pain sufferers
      • Figure 60: Types of pain experienced in the last 12 months, 2021-23
    • Take a sensitive approach amid the income squeeze
      • Figure 61: Head pain experienced in the last 12 months, by financial situation, 2023
    • Acknowledge the gender pain gap
      • Figure 62: Net types of pain experienced in the last 12 months, by gender, 2023

  14. Pain Relief Used

    • Explore sleep-boosting ingredients in head pain relief
      • Figure 63: Types of treatment used for head pain in the last 12 months, 2021-23
    • Target menstrual pain sufferers on social media
      • Figure 64: Types of treatment used for menstrual pain in the last 12 months, 2023
    • Blur self-care with pain relief
    • Show the time pain takes away
    • Promote the long-lasting power of topicals
      • Figure 65: Types of treatment used for body pain in the last 12 months, 2021-23
    • Help long-term pain sufferers
    • Target gym-goers

  15. Pain Relief Formats Used

    • Tap into increased demand for combination tablets
      • Figure 66: Types of oral pain relief used in the last 12 months, 2021-23
    • Show the value of topical remedies amid the cost-of-living crisis
      • Figure 67: Types of topical pain relief used in the last 12 months, 2021-23

  16. Experience of Colds, Flu, Coughs and Sore Throat

    • More innovative formats will drive remedy sales
      • Figure 68: Types of cold/flu and cough/sore throat experienced in the last 12 months, 2019-23
    • Preventative products will appeal to young consumers
      • Figure 69: Types of cold/flu and cough/sore throat experienced in the last 12 months, by age, 2023

  17. Cold, Cough and Flu Remedies Used

    • Advertise a remedy’s potential to deliver fast relief
      • Figure 70: Types of treatments used for a cold/flu in the last 12 months, 2021-23
    • Be an authority in the cough/sore throat space
      • Figure 71: Types of treatment used for a cough/sore throat in the last 12 months, 2021-23
    • Create on-the-go remedies inspired by home remedies
      • Figure 72: Types of treatment used for a cough/sore throat in the last 12 months, by age, 2023

  18. Priorities when Choosing Oral Pain Relief

    • The prioritisation of ingredients helps out private-label sales
      • Figure 73: Purchase priorities when choosing an oral OTC pain relief remedy, 2023
    • Look to more convenient formats
    • Brand name isn’t important…
      • Figure 74: Net purchase priorities when choosing an OTC pain relief remedy, 2023
    • …so brands need to assert their expertise
    • Boost the appeal of targeted pain relief claims
      • Figure 75: Net of targeted pain relief claim as a purchase priority, by pain types experienced, 2023

  19. Attitudes towards Pain Relief and Cough, Cold and Flu Remedies

    • Increase education to boost own-label sales
      • Figure 76: Attitudes towards OTC pain relief and cough, cold and flu remedies, 2023
    • Take a scientific approach to prove brand expertise
    • Innovate to meet consumer appetite for eco-friendly claims
    • Extend brand expertise to the VMS category
    • Seize the opportunity to innovate in nasal sprays
    • Prove the value of electrical devices
    • Clear up antibiotic myths
    • Better guide young consumers
      • Figure 77: Agreement with attitudes towards OTC pain relief and cough, cold and flu remedies, by age, 2023

  20. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

  21. Appendix – Market Size and Forecast

    • Market forecast and prediction intervals
      • Figure 78: Market size and forecast for OTC analgesics and cough, cold and flu remedies, 2017-27
      • Figure 79: Market size and forecast for OTC analgesics, 2017-27
      • Figure 80: Market size and forecast for OTC cough, cold and flu remedies, 2017-27
    • Market drivers and assumptions
    • Forecast methodology

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