2023
9
UK OTC Analgesics, Cough, Cold and Flu Remedies Market Report 2023
2023-06-08T04:04:27+01:00
OX1156447
2195
163998
[{"name":"OTC Medications","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing\/healthcare-medical\/otc-medications"}]
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 Analgesics, Cough, Cold and Flu Remedies Market Report 2023

£ 2,195 (Excl.Tax)

Report Summary

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

 

Table of Contents

  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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