US Children and Health Consumer Report 2022
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This report provides comprehensive and current information and analysis of the US Children and Health market including US Children and Health market size, anticipated market forecast, relevant market segmentation, and industry trends for the Children and Health market in the US.
Current children and health market landscape
The children’s health and wellness market has seen growth and recovery over the past year as parents adjusted to living with COVID-19. Despite continued supply chain disruption, consumers continue to stock up on health remedies for their children. There has also been a sizeable shift in attitudes toward health. Parents are taking a more proactive and preventative stance on health and wellness in light of the uncertainty that the future of the pandemic brings. Continued supply chain disruptions coupled with rising inflation has left parents less optimistic about their spending power, leading them to seek health remedies for their children that contain proven medicinal ingredients rather than experiment with natural ingredients that they’re less familiar with.
Future market trends in US Children and Health
Brands have the opportunity to provide parents with a balance between natural remedies and traditional OTC remedies with proven results. As parents broaden their idea of what health and wellness for their children looks like, they will need health remedies that complement their children’s overall health.
Read on to discover more about the US Children and Health consumer market, read our US Managing Common Illness Market Report 2021, or take a look at our other Health and Wellbeing Market research reports.
Quickly understand
- The impact of COVID-19 on managing children’s health.
- Driving factors for OTC buying habits.
- Importance of children’s overall health.
- Finding balance between conventional and natural ingredients.
- The increasing focus on children’s mental health.
Covered in this children and health market report
Brands include: Pedialyte, Johnson & Johnson, Abbott Laboratories, Bayer AG, REckitt Benckiser Group, Hyland’s, Zyrtec, Claritin, Benadryl, Zarbees Natural, Mucinex, Delsym, SOS Hydration, Moshi Sleep, Genexa, Olly, Betr, Disney +.
Expert analysis from a specialist in the field
This report, written by Dorothy Kotscha, a leading analyst in the Health and Wellness sector, delivers in-depth commentary and analysis to children and health market research, to highlight current trends and add expert context to the numbers.
The children’s health category continues to have a wide reach, with approximately 74% of parents relying on OTC remedies and VMS products to maintain their children’s health. Market sales remain strong, at $3 billion, despite lingering pandemic uncertainty and rising inflation. Mintel predicts that the children’s health market will grow 24% over the next 5 years, reaching $3.6 billion. COVID-19 shifted parental perception of what their children’s overall health and wellness looks like, with many taking a broader and preventative approach to children’s health remedies. Moving forward, parents will focus on balancing natural ingredients with conventional medicinal ingredients with a proven track record of effectiveness in order to manage and maintain their children’s overall health.
Dorothy Kotscha
Health Analyst
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- COVID-19: US context
- Economic and other assumptions
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Executive Summary
- Top takeaways
- Impact of COVID-19 on children’s health management
- Market overview
- Figure 1: Total US sales and fan chart forecast of market, at current prices, 2016-26
- Figure 2: Children’s health category outlook, 2022-27
- Opportunities and challenges
- Key consumer insights
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Market Size and Forecast
- Category produces strong gains as pandemic measures wind down
- Figure 3: Total US sales and fan chart forecast of children’s health products, at current prices, 2016-26
- Figure 4: Total US sales and forecast of children’s health products, at current prices, 2016-26
- Household spending on children’s health remedies jumps in 2021
- Figure 5: Average expenditures on children’s health products, 2016-21
- Category produces strong gains as pandemic measures wind down
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Segment Performance
- OTC cold, allergy, cough and nasal remedies dominate market share
- Figure 6: Total US market share of children’s health products, by segment, 2021
- Figure 7: Pedialyte Instagram post, July 2021
- Cold, allergy, cough and nasal remedies rebound as preventative measures fall away
- Figure 8: total US retail sales of children’s health products, by segment, at current prices 2016-2021
- “Other” channel still the top destination for children’s OTC health remedies
- Figure 9: Total US market share of children’s health products, by channel, at current prices, 2021
- Figure 10: Total US retail sales of children’s health products, by channel, at current prices, 2019-21
- OTC cold, allergy, cough and nasal remedies dominate market share
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Market Factors
- COVID-19 vaccination is approved for children, yet vaccination rates remain low
- The mental toll of the pandemic on children can’t be ignored
- Build Back Better Act hangs in the balance
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Market Share
- Continued brand growth across category as parents address varied health concerns
- Sales of children’s health products by company
- Figure 11: Multi-outlet sales of children’s health products, by leading companies, rolling 52 weeks 2020 and 2021
- Pedialyte continues to dominate sales of baby electrolytes
- Figure 12: Multi-outlet sales of baby electrolytes by leading brands, rolling 52 weeks 2020 and 2021
- Active allergy season drives sales of the segment
- Figure 13: Multi-outlet sales of cold, allergy, cough, nasal remedies, by leading brands, rolling 52 weeks 2020 and 2021
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Competitive Strategies and Market Opportunities
- Create on-the-go solutions for parents getting back to normal life
- Figure 14: SOS Hydration Instagram post, 2021
- Focus on mental health to support growing brains
- Figure 15: Moshisleep Instagram post, 2022
- Genexa finds growth in the middle ground
- Figure 16: MULO sales of Genexa, rolling 52 weeks 2020 and 2021
- Figure 17: Genexa Instagram Post, February 2022
- Create on-the-go solutions for parents getting back to normal life
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The Children’s Health Consumer – Fast Facts
- Immune health claims continue to drive OTC remedies
- Parents paying attention to all aspects of health
- Mental health awareness comes into focus in light of the pandemic
- Systemic disparities may prevent low-income families from accessing needed health remedies
- Hispanic parents rely more heavily on OTC remedies for their children
- Dads may hold the key to broadening approach to children’s health remedies
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Children’s OTC Health Remedies Usage
- VMS remains most utilized children’s health remedy
- Figure 18: Usage of children’s health remedies in the past year, 2021
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- Figure 19: Olly Kids Multivitamin + Omega-3, 2020
- Hispanic parents are more likely to give their children OTC remedies
- Figure 20: Usage of children’s health remedies in the past year, by Hispanic origin, 2021
- Low-income families are less likely to use VMS
- Figure 21: Usage of children’s health remedies in the past year, net any VMS usage, by income, 2021
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- Figure 22: Betr Remedies Instagram post, November 2021
- VMS remains most utilized children’s health remedy
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Changes in Vitamin and Supplement Behavior
- Immune health remains a top priority in VMS
- Figure 23: Changes in vitamin and supplement behavior, 2020-21
- Immune health remains a top priority in VMS
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Prioritizing Aspects of Children’s Health and Wellness
- Emphasizing everything may mean parents are trying to do too much
- Figure 24: Prioritizing aspects of children’s health and wellness, 2021
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- Figure 25: Disney Plus Instagram post, June 2021
- Black parents emphasize the importance of emotional wellbeing
- Figure 26: Emphasis on emotional wellbeing of children’s health, by race, 2021
- Emphasizing everything may mean parents are trying to do too much
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Top Health Concerns
- Parents are most concerned with immunity and sleep
- Figure 27: Top health concerns, 2021
- Parents look for ways to treat growing stress and anxiety levels
- Figure 28: Select concerns about children’s health and wellbeing, 2020 and 2021
- Key health concerns differ with children’s age
- Figure 29: Select concerns about children’s health and wellbeing, by age of children, 2021
- Parents are most concerned with immunity and sleep
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Approach to Treating Children’s Health Concerns
- Leverage VMS usage to create specialized blends to address specific health needs
- Figure 30: Approach to treating children’s health concerns, 2021
- Moms and dads take different approaches to treating health concerns
- Figure 31: Approach to treating select children’s health concerns, by parent, 2021
- Leverage VMS usage to create specialized blends to address specific health needs
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Key Product Claims
- Natural product claims driving factor for purchasing decisions
- Immune health support remains in focus
- Figure 32: Product claim drivers for children’s OTC remedies, 2021
- Dads look for familiar medicinal ingredients
- Figure 33: Product claim drivers for children’s OTC remedies, by parent 2021
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Attitudes toward Children’s Health
- Parents seek personal focus of face-to-face interactions
- Figure 34: Parents’ attitude toward children’s health, 2021
- Financial status may affect doctor visit preferences
- Figure 35: Doctor visit behaviors, by financial situation, 2021
- Support single moms in navigating health landscape
- Figure 36: Attitudes toward children’s health and wellness, by gender and marital status, 2021
- Parents seek personal focus of face-to-face interactions
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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Appendix – The Market
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- Figure 37: Total US retail sales and forecast of children’s health products, at inflation-adjusted prices, 2016-26
- Figure 38: Total US retail sales and forecast of children’s health products, at inflation-adjusted prices, 2016-26
- Figure 39: Total US retail sales of children’s health products, by segment, at current prices, 2019 and 2021
- Figure 40: Total US retail sales and forecast of cold, allergy, cough, nasal remedies, at current prices, 2016-26
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- Figure 41: Total US retail sales and forecast of vitamins and minerals, at current prices, 2016-26
- Figure 42: Total US retail sales and forecast of internal analgesics, at current prices, 2016-26
- Figure 43: Total US retail sales and forecast of baby electrolytes, at current prices, 2016-26
- Figure 44: Total US retail sales and forecast of other children’s health products, at current prices, 2016-26
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- Figure 45: Total US retail sales and forecast of children’s health products, by channel, at current prices, 2016-21
- Figure 46: US supermarket sales of children’s health products, at current prices, 2016-21
- Figure 47: US drugstore sales of children’s health products, at current prices, 2016-21
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- Figure 48: US sales of children’s health products through other retail channels, at current prices, 2016-21
- Figure 49: US Household Per Capita Spending by Segment, 2016-21
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Appendix – Companies and Brands
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- Figure 50: Multi-outlet sales of baby electrolytes, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Figure 51: Multi-outlet sales of internal analgesics, by leading companies and brands, rolling 52 weeks 2020 and 2021
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- Figure 52: Multi-outlet sales of cold, allergy, cough, nasal remedies, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Figure 53: Multi-outlet sales of vitamins and minerals, by leading companies and brands, rolling 52 weeks 2020 and 2021
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- Figure 54: Multi-outlet sales of other, by leading companies and brands, rolling 52 weeks 2020 and 2021
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