US Managing Common Illness Consumer Report 2022

Overview

• What you need to know
• This Report looks at the following areas
• Definition
• Market context

Executive Summary

• Top takeaways
• Market overview
  • Figure 1: Total US sales and fan chart forecast of market, at current prices, 2016-26
  • Figure 2: Category outlook, 2022-27
• Opportunities and challenges
• Consumers most often manage their common illness symptoms with OTC remedies
  • Figure 3: Correspondence Analysis – Symmetrical map – Managing common illness, 2022
• Most consumers rely on traditional formats of OTC remedies
  • Figure 4: TURF analysis – Treatment solutions, 2022
• Consumers look for ways to incorporate digital tools to meet their health needs
  • Figure 4: Interest in future tech usage for illness management, 2022
• OTC herbal remedies see sales declines as consumers look for traditional active ingredients
  • Figure 5: Interest in OTC remedies with herbal ingredients, 2022
• Key consumer insights

Market Size and Forecast

• Market sales rebound as consumers resume normal levels of activity
  • Figure 6: Total US sales and fan chart forecast of market, at current prices, 2016-26
  • Figure 7: Total US sales and forecast of market, at current prices, 2016-26

Segment Performance

• Common illness segment remains steady, allergy segment sees accelerated growth
  • Figure 8: Total US retail sales and forecast of cold, cough, flu and allergy remedies, by segment, at current prices, 2016-26
• Sales continue to increase in “other” channels
  • Figure 9: Total US retail sales of cold, cough, flu and allergy remedies, by channel, at current prices, 2016-21

Market Factors

• Increasingly diverse population requires better representation
  • Figure 10: Population by race and Hispanic origin, 2016-26
• Unusually low flu burden means less demand for OTC remedies
• Climate change impacts seasonal allergies
  • Figure 11: Asthma and Allergy Foundation of America Instagram post, 2022
• Face mask usage remains in limbo as COVID-19 restrictions ease
  • Figure 12: Multi-outlet sales of face masks and face shields, at current prices, 2016-26

Market Share

• OTC remedy companies bounce back as consumers resume normal activities
• Sales of cough, cold, flu and allergy remedies by company
  • Figure 13: Multi-outlet sales of cough/cold/flu and allergy remedies, by leading companies, rolling 52 weeks 2021 and 2022
• Cough, cold and flu remedies experience double digit growth
  • Figure 14: Multi-outlet sales of cough/cold/flu remedies, by leading companies and brands, rolling 52 weeks 2021 and 2022
• Allergy segment sees sustained gains, boosts category growth
  • Figure 15: Multi-outlet sales of allergy remedies, by leading companies and brands, rolling 52 weeks 2021 and 2022

Competitive Strategies and Market Opportunities

• Create OTC COVID-19 remedies to help manage symptoms of COVID-19 at home
• Incorporate immune boosting ingredients in existing OTC remedies
  • Figure 16: Zarbee’s Cough Syrup + Mucus & Immune Natural Berry Flavor Dietary Supplement, 2020
• Pharmaceutical brands emphasize a “return to what you love” in ad campaigns
  • Figure 17: Google Instagram post 2021
• Utilize technology to help consumers manage future common illness

The Common Illness Consumer – Fast Facts

Common Illness Experienced

• Consumers see a rise in almost all common illness symptoms
  • Figure 18: Common illness and symptoms experienced in the past year, 2021-22
• Consumers feel the effects of longer allergy seasons
  • Figure 19: Xyzal Allergy 24HR Tablets, 2021
• Parents report a wide range of ailments as their exposure increases
  • Figure 15: Common illness and symptoms experienced in the past year, by parental status, 2022
• Young women report higher incidence of common illness
  • Figure 20: Common illness and symptoms experienced in the past year, by gender and age, 2022

Managing Symptoms of Common Illness

• OTC remedies are the first line of defense
  • Figure 21: Managing symptoms of common illness, 2022

Preventative Measures

• Consumers implement range of prevention strategies to avoid common illness
  • Figure 22: Methods used to prevent common illness, 2022
• Asian consumers report highest incidence of mask wearing and social distancing
  • Figure 23: Methods used to prevent common illness, by race and Hispanic origin, 2022
• Multigenerational families may be at higher risk of common illness
  • Figure 24: Select methods used to prevent common illness, by number of generations in household, 2022

OTC Remedy Usage

• OTC remedies remain the go-to for managing common illness
  • Figure 25: OTC remedy usage to manage common illness, 2022
• • Figure 26: Mucinex US Instagram post, 2021
  • Figure 27: OTC remedy usage to manage common illness, by year 2021-22
• Asian consumers rely more heavily on herbal remedies
  • Figure 28: OTC remedy usage to manage common illness, by race, 2022
• Millennials employ a broader strategy to manage common illness
  • Figure 29: OTC remedy usage to manage common illness, by generation, 2022

Attitudes toward Preventing Future Illness

• Consumers remain focused on prevention
  • Figure 30: Interest in future illness management methods, 2022
• Adults aged 25-44 drive interest in tech-based management solutions
  • Figure 31: Interest in technology to manage future illness, by age, 2022
• Continued masking is met with mixed feeling
  • Figure 32: Interest in face masks to manage future illness, by gender and generation, 2022

Vaccination Incidence

• COVID-19 viewed in similar light as the seasonal flu
  • Figure 33: Vaccine incidence for flu and COVID-19, 2022
• Low-income families are more reluctant to vaccinate
  • Figure 34: Vaccine incidence for flu and COVID-19, by income 2022
• Vaccine rates among Black and Hispanic consumers remains low
  • Figure 35: Vaccine incidence for flu and COVID-19, by race and Hispanic origin, 2022
• Younger adults may need a ‘final push’ for vaccine
  • Figure 36: Vaccine incidence for flu and COVID-19, by age 2022

Motivations for Receiving the COVID-19 Vaccine

• Most consumers heed the CDC’s advice on vaccinating
  • Figure 37: Motivations for getting the COVID-19 vaccine, 2022
• Vaccines prove to be effective, and consumers are ready to get back to normal life
  • Figure 38: Motivations for getting the COVID-19 vaccine, 2021-22
• Gen Z motivated to get back to normal life
  • Figure 39: Motivations for getting the COVID-19 vaccine, Gen Z by gender, 2022

Reasons for COVID-19 Vaccine Hesitancy

• Consumers are apprehensive about side effects and effectiveness
  • Figure 40: Reasons for not getting the COVID-19 vaccine, 2022

Impact of COVID-19 on Illness Perceptions

• A wide array of COVID-19 symptoms makes it difficult to differentiate
  • Figure 41: Impact of COVID-19 on managing common illness, 2022
• Asian consumers worry about getting sick around others
  • Figure 42: Impact of COVID-19 on managing common illness, by race and Hispanic origin, 2022
• Lower income households carry emotional burden of getting sick
  • Figure 43: Impact of COVID-19 on managing common illness, by income 2022

Appendix – Data Sources and Abbreviations

• Data sources
• Sales data
• Forecast
• Consumer survey data
• Abbreviations and terms
• Abbreviations

Appendix – The Market

• • Figure 44: Total US retail sales and forecast of cold, cough, flu and allergy remedies, at inflation-adjusted prices, 2016-26
  • Figure 45: Average annual household spending on cold, cough, flu and allergy remedies, 2016-21
  • Figure 46: Total US retail sales of cold, cough, flu and allergy remedies, by segment, at current prices, 2019 and 2021
  • Figure 47: Total US retail sales and forecast of cough/cold/flu remedies, at inflation-adjusted prices, 2016-26
• • Figure 48: Total US retail sales and forecast of allergy remedies, at inflation-adjusted prices, 2016-26
  • Figure 49: US supermarket sales of cold, cough, flu and allergy remedies, at current prices, 2016-21
  • Figure 50: US drugstore sales of cold, cough, flu and allergy remedies, at current prices, 2016-21
  • Figure 51: US sales of cold, cough, flu and allergy remedies through other retail channels, at current prices, 2016-21
• • Figure 52: Table – TURF Analysis – Treatment solutions, 2022
• Methodology
  • Figure 53: Managing common illness, 2022
• Methodology