2021
9
US Managing Common Illness Market Report 2021
2021-05-01T04:16:02+01:00
OX1045049
3695
137498
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Report
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“OTC cold, cough, flu and allergy remedies are facing a time of forced adaptation. The illness management market suffered significantly from 2020-21 due to increased illness prevention behaviors adopted by…

US Managing Common Illness Market Report 2021

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the US Managing Common Illness Consumer market including the behaviors, preferences, and habits of the consumer.

US retail sales for cold, cough, flu, and allergy remedies are linked to the severity of the illness season and the spread of contagious germs. In 2020, the combination of lockdown measures to control the spread of COVID-19, social distancing, and heightened illness prevention habits (hand washing, use of hand sanitizer, mask wearing) halted the spread of seasonal ailments, thus decreasing consumer reliance on OTC solutions for managing common illness. Brands have the opportunity to pivot marketing strategies as incidence of common illness may weaken in coming years.

Read on to discover more about the US Managing Common Illness consumer market and illness management and recovery research, read our US OTC Pain Management Market Report 2021, or take a look at our other Health and Wellbeing research reports.

Quickly understand

  • The impact of COVID-19 on consumer usage of OTC cold, cough, flu, and allergy products.
  • How illness prevention habits stunted market growth in light of COVID-19.
  • Allergy remedies as a bright spot in the category.
  • How tech-enabled solutions can expand reach with consumers.
  • Adoption of self-care positioning to provide support of holistic health needs.

Covered in this report

Brands include: Mucinex, Theraflu, Reckitt Benckiser Group, GlaxoSmithKline, Johnson & Johnson, Bayer AG, Proctor & Gamble, Coricidin, Mondelēz International, Ricola USA, Prestige Consumer Healthcare, Zyrtec, Claritin, Sanofi Aventis US, CVS Pharmacy, Mucinex, Zicam, Zarbees Naturals, Vick’s, Olipop, Coway, VapoBath, VapoShower, Cabinet, Fitbit, .

Illness management methods include: Hand sanitizer, Immune system support, face mask, food/drink products for immune system support, at-home diagnosis, disinfectant, virtual health/telehealth, illness outbreak apps, contact tracing app, wearables.

Expert analysis from a specialist in the field

This report, written by Andrea Wroble, a leading analyst in the Health and Wellness sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

OTC cold, cough, flu and allergy remedies are facing a time of forced adaptation. The illness management market suffered significantly from 2020-21 due to increased illness prevention behaviors adopted by consumers. Simple habits, such as use of hand sanitizer, taking immune system support products and increased hand washing are likely to make it into consumers’ post-COVID-19 routines. Traditional OTC brands must meet changing consumer needs by offering preventive products or multi-functional formulas to support holistic health aspects, such as stress relief or improved productivity.
Andrea Wroble, Senior Research Analyst, Health and Wellness
Andrea Wroble
Senior Research Analyst, Health and Wellness

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US retail sales and forecast of cold, cough, flu and allergy remedies, at current prices, 2015-25
    • Impact of COVID-19 on OTC cold, cough, flu and allergy remedies
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on OTC cold, cough, flu and allergy remedies, April 2021
    • Opportunities and challenges
    • Cash in on OTC allergy products
    • Utilize technology to increase reach with consumers
      • Figure 3: Illness management methods for future illness seasons, February 2021
    • Develop formulas specific to COVID-19 relief
    • Build proactive purchases by supporting self-care
  3. The Market – Key Takeaways

    • Illness prevention habits damage US retail sales of symptom relievers
    • Allergy products sustain growth amidst declines
    • Brands can prepare for the return of COVID-19 in future illness seasons
    • New routines may alter future cold and flu seasons
  4. Market Size and Forecast

    • Historic and projected sales performance of cold, cough, flu and allergy remedies
      • Figure 4: Total US retail sales and forecast of cold, cough, flu and allergy remedies, at current prices, 2015-25
    • Impact of COVID-19 on cold, cough, flu and allergy remedies
    • Learnings from the Great Recession
  5. Segment Performance

    • Allergy segment maintains growth; illness remedies decrease in demand
      • Figure 5: Total US retail sales and forecast of cold, cough, flu and allergy remedies, by segment, at current prices, 2015-25
    • Purchases from “other” retailers remained steadiest amidst pandemic
      • Figure 6: Total US retail sales of cold, cough, flu and allergy remedies, by channel, at current prices, 2015-20
  6. Market Factors

    • Illness prevention strategies stunt market growth
      • Figure 7: COVID-19 behaviors – wearing a face mask in public, April 16, 2020-February 10, 2021
    • Future of telehealth may be rooted in at-home health monitoring
    • COVID-19 poses threat as a reoccurring, seasonal illness
    • Modern work environments will limit the need for illness remedies
      • Figure 8: Future of work expectations, October 2020
  7. Companies and Brands – Key Takeaways

    • Key players struggle across the board
    • Natural brands adopt illness prevention through added ingredients
    • Expect tech-enabled solutions to play a role in future illness seasons
    • Self-care positioning helps brands connect with consumers
  8. Market Share

    • Key players struggle to grow through pandemic prevention behaviors
      • Figure 9: Multi-outlet sales of managing common illness, by leading companies, rolling 52 weeks 2020 and 2021
    • Cold, cough, flu category performance indicates need for brand extensions
      • Figure 10: Multi-outlet sales of cold/sinus remedies, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 11: Multi-outlet sales of cold/throat remedies, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Allergy segment supports category growth; J&J leads the pack
      • Figure 12: Multi-outlet sales of allergy remedies, by leading companies and brands, rolling 52 weeks 2020 and 2021
  9. Competitive Strategies

    • Retailers use education to promote prevention and illness management
      • Figure 13: Sleep health products at CVS Pharmacy, February 2021
      • Figure 14: CVS Pharmacy wellness Instagram story
    • Mucinex supports consumer routines through stay-at-home campaign
      • Figure 15: Mucinex “Be a Hero” campaign, May 2020
    • Natural brands lean on preventive strategies to maintain sales growth
      • Figure 16: Multi-outlet sales of cold and sinus remedies, Zicam and Zarbees Naturals, rolling 52 weeks 2020 and 2021
  10. Market Opportunities

    • Cross-category brands home in on health through illness prevention
      • Figure 17: Vick’s immunity Zzzs formula, November 2020
      • Figure 18: Olipop marketing of the microbiome functions, March 2021
      • Figure 19: Coway air purifier and water purifier benefits, January 2021
    • Common illness remedies adopt a self-care positioning
      • Figure 20: Vicks vaposhower and vapobath products, March 2021
      • Figure 21: Cabinet eucalyptus and mint aromatherapy spa tablets, January 2021
    • The future of tech-enabled illness management
      • Figure 22: Fitbit clean cues watch face, April 2021
  11. The Consumer – Key Takeaways

    • Consumer are experiencing lower incidence of common illness
    • Adults still rely on OTC medication to manage common illness symptoms
    • Self-quarantining and immunity support emerge as recovery approaches
    • Adults are ready for a vaccinated population
    • Worry about staying healthy is not inhibiting adults from resuming routines
    • Illness prevention habits are here for the long term
  12. Ailments Experienced

    • Common illness symptoms decrease as consumers adopt new habits
      • Figure 23: Ailments experienced in the past 12 months, February 2021
    • Young women are key target for multi-purpose pain and illness remedies
      • Figure 24: Headache experienced in the past 12 months, by gender and age, February 2021
    • Young Hispanic adults overindex for COVID-19 diagnoses
      • Figure 25: COVID-19 experienced in the past 12 months, by Hispanic origin and age, February 2021
  13. Product Usage

    • Herbal tea supports natural segment; conventional remedies are top choice
      • Figure 26: Product usage, February 2021
    • Parents are key target for natural and alternative remedies
      • Figure 27: Product usage of natural and alternative products, by age of children in the household, February 2021
  14. Treatment Approach for Managing Common Illness

    • COVID-19 causes treatment uncertainty; quarantining gains adoption
      • Figure 28: Treatment approach for managing common ailments, February 2021
    • Specific symptoms are manageable with turnkey OTC solutions
      • Figure 29: Treatment approach for managing common ailment symptoms, February 2021
  15. Vaccination Incidence and Attitudes

    • Consumers are ready for the next normal
      • Figure 30: Vaccination incidence, February 2021
    • COVID-19 vaccination attitudes vary by demographic
    • Chronic conditions motivate older men
    • Frontline and essential workers have lack of trust
    • Healthy, young consumers are least likely to get vaccinated
    • Rural consumers are impacted by accessibility
      • Figure 31: COVID-19 vaccination incidence, by gender and age, race and Hispanic origin and area, February 2021
    • Unwanted illness drives the desire to get the COVID-19 vaccine
      • Figure 32: Motivations for the COVID-19 vaccine, February 2021
    • 45+ are driven by health safety; young adults crave social interactions
      • Figure 33: Motivations for the COVID-19 vaccine, by age, February 2021
    • Lack of familiarity hinders widespread vaccine adoption
      • Figure 34: Reasons for not getting the COVID-19 vaccine, February 2021
  16. Attitudes toward Managing Common Illness

    • Adults are short-sighted when it comes to preventive illness strategies
      • Figure 35: Attitudes toward managing common illness, February 2021
    • Older adults seek protection; young adults want to feel informed
      • Figure 36: Select attitudes toward managing common illness, by age, February 2021
    • Parents of young kids embrace germs
      • Figure 37: Attitude toward coming into contact with some germs, by age of children in the household, February 2021
  17. Illness Management Methods for Future Illness Seasons

    • Simple solutions will be used in future illness seasons
      • Figure 38: Illness management methods for future illness seasons, February 2021
    • Young men drive interest in tech-based solutions for managing illness
      • Figure 39: Use of technology for managing illness in future illness seasons, by gender and age, February 2021
    • Moms will support market for immune system support
      • Figure 40: Use of immune system support products for managing illness in future illness seasons, by gender and parental status, February 2021
  18. Impact of COVID-19 on Managing Common Illness

    • COVID-19 places pressure on consumers to manage symptoms
      • Figure 41: Impact of COVID-19 on managing common illness, February 2021
    • Young women feel the emotional burden of managing illness
      • Figure 42: Impact of COVID-19 on managing common illness, by gender and age, February 2021
  19. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  20. Appendix – The Market

      • Figure 43: Total US retail sales and forecast of cold, cough, flu and allergy remedies, at inflation-adjusted prices, 2015-25
      • Figure 44: Average household spending on cold, cough, flu and allergy remedies, 2015-20
      • Figure 45: Total US retail sales of cold, cough, flu and allergy remedies, by segment, at current prices, 2018 and 2020

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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