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US Children and Health Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Children and Health market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Marissa Gilbert, a leading analyst in the Health and Wellness sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Illness is prevalent among children, as 97% of children younger than 12 experienced some type of illness symptom in the past year. Their weaker immune system combined with opportunities for interaction and germ spreading makes them especially susceptible to illness. The OTC (over-the-counter) children’s health products market has continued to grow despite recent moderate flu seasons and a declining number of US households with children. When it comes to illness, parents will spend on products to help their children feel better, and many are seeking out natural remedies and free-from formulations as safer alternatives to mainstream medications. Marissa Gilbert
Senior Health & Wellness Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Definition

The children’s health products market, as defined by Mintel for this Report, includes children’s strength versions of OTC medications and vitamins/minerals/supplements. This includes remedies that are designed to treat children younger than 12, including babies and toddlers.

The market is segmented as follows:

  • Cold, cough, and allergy remedies (includes sinus and nasal remedies) – cold/allergy/sinus remedies; cough syrup; cough/ sore throat drops; sore throat remedies; nasal sprays/drops/ inhalers; nasal strips; nasal aspirators
  • VMS (vitamins, minerals, and supplements) – multivitamins; 1- and 2-letter vitamins; minerals and supplements. Supplements include only herbal, homeopathic, and similar products that are generally sold through mainstream retailers.
  • Internal analgesics – liquid and tablet form
  • Baby electrolytes
  • Other health remedies – ear care products; oral pain relief; external analgesic rubs; chest rubs; bedwetting remedies; gastrointestinal remedies, including laxatives, diarrhea remedies, stomach remedies, antacids, motion sickness tablets

The Report excludes lice treatments and health accessories (thermometers, bandages, braces, vaporizers) as well as prescription medications.

The market size is based primarily on specific brands of children’s medications. In some cases, available point-of-sale data does not differentiate between child and adult versions that share the same brand name. Mintel estimated sales of those brands, as well as private-label versions of children’s strength versions of OTC medications, based on similarities with identified brands and additional research on the market.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • The number of potential customers is declining, restraining market growth
            • Figure 1: Total US retail sales and fan chart forecast of OTC children's health products, at current prices, 2012-22
          • Mainstream brands struggle with parents’ shifting attitudes toward health remedies
            • Figure 2: Attitudes toward natural products and ingredient safety of children’s OTC medications, November 2017
          • Some parents lack the confidence in treating their children
            • Figure 3: Methods of caring for sick children, by parents who know how to make child feel better, November 2017
          • An OTC medication is not all parent’s first go-to
            • Figure 4: Usually try OTC medication first when child gets sick, by parent’s age, November 2017
          • The opportunities
            • Moms are command central when it comes to children’s health
              • Figure 5: Managing children’s wellness, by parent’s gender, November 2017
            • Free-from options are important
              • Figure 6: Perceptions of free-from children’s medication, November 2017
            • The frequency of ailments should inform brand’s formats and packaging
              • Figure 7: Average occurrence of illness symptoms children experienced in the past year, November 2017
            • What it means
            • The Market – What You Need to Know

              • Children’s health products market is stable; continued growth projected
                • Convenience drives purchase location; retailers can offer parents more
                  • Most kids have health insurance coverage, some get the flu shot
                    • Unavoidable common illnesses positively impact market sales
                      • Number of US households with children dropping, effecting sales growth
                        • Obesity in children negatively impacts all aspects of their wellness
                        • Market Size and Forecast

                          • Consistent market growth tied to the regularity of children’s ailments
                            • Figure 8: Total US retail sales and fan chart forecast of OTC children's health products, at current prices, 2012-22
                            • Figure 9: Total US retail sales and forecast of OTC children's health products, at current prices, 2012-22
                        • Market Breakdown

                          • Convenience drives purchase location; retailers can offer parents more
                            • Figure 10: Total US retail sales of children's health products, by channel, at current prices, 2015 and 2017
                        • Market Perspective

                          • Most kids have health insurance which improves access to care
                            • Figure 11: Types of medical treatment and vaccinations, by children with health insurance coverage, November 2017
                          • Half of kids get the flu shot
                            • Figure 12: Children’s health insurance coverage, wellness visitation, and vaccination, November 2017
                        • Market Factors

                          • Kids get sick often
                            • Figure 13: Frequency of any illness symptom experienced in the past year, November 2017
                          • Severity of a flu season impacts children’s health product sales
                            • Figure 14: Seasonal flu severity, 2010-17
                          • One in five school-age boys is considered obese
                            • Figure 15: Prevalence of obesity among US children aged 2-11, by gender, 2015-16
                          • The consumer base for children’s health products is shrinking
                            • Figure 16: Households, by presence of own children, 2007-17
                            • Figure 17: US annual births, 2004-16
                        • Key Players – What You Need to Know

                          • J&J’s pain relievers are the go-to; free-from claims offer growth
                            • Gut health remedies gaining momentum
                              • Familiar formats make health remedies more fun for kids
                                • Natural remedies challenge some mainstream brands
                                  • Children’s allergy market is crowded
                                    • Teething tablet recall casts a shadow on Hyland’s baby products
                                      • A coordinated effort can clear out little noses
                                        • Become part of the nighttime routine
                                          • More kid-friendly content to help kids cope
                                          • What’s Working?

                                            • J&J’s pain relievers are the go-to; free-from claims offer segment growth
                                              • Figure 18: Multi-outlet sales of select children’s pain relief remedies, rolling 52 weeks 2016 and 2017
                                            • Parents are seeking natural cough relief
                                              • Figure 19: Multi-outlet sales of select children’s cough remedies, rolling 52 weeks 2016 and 2017
                                            • Gut health remedies gaining momentum
                                              • Figure 20: Multi-outlet sales of select children's probiotic supplement brands, rolling 52 weeks 2016 and 2017
                                            • Pedialyte and rehydration are synonymous; digestive benefits growing
                                              • Figure 21: Multi-outlet sales of baby electrolytes, by leading brands, rolling 52 weeks 2016 and 2017
                                            • Kid-friendly lollipops make getting sick suck less
                                            • What’s Struggling?

                                              • The commonness of a cold isn’t enough to bring in sales
                                                • Figure 22: Multi-outlet sales of select liquid/tablet cold remedy brands, rolling 52 weeks 2016 and 2017
                                              • Children’s allergy tablet sales dip amid nasal introductions
                                                • Figure 23: Multi-outlet sales of select children's allergy tablet brands, rolling 52 weeks 2016 and 2017
                                              • Hyland’s teething recall casts a shadow on brand’s baby products
                                                • Figure 24: Multi-outlet sales of Hyland’s children’s remedies, rolling 52 weeks 2016 and 2017
                                                • Figure 25: Multi-outlet sales of select children’s oral pain relief remedies, rolling 52 weeks 2016 and 2017
                                              • Fickle kids, parent’s interest in natural challenge mainstay VMS brands
                                                  • Figure 26: Multi-outlet sales of select children’s VMS, rolling 52 weeks 2016 and 2017
                                              • What’s Next?

                                                • Little noses need clearing; nasal brands offering suite of relief
                                                  • Figure 27: Multi-outlet sales of select sinus remedies, rolling 52 weeks 2016 and 2017
                                                • Baby chest rubs, part of a nighttime routine
                                                  • More kid-friendly content to help kids cope
                                                  • The Consumer – What You Need to Know

                                                    • Parents have a lot to manage; children’s development is most important
                                                      • Parents rely on the health advice from others
                                                        • Moms are central to managing children’s health, dads play a part
                                                          • Kids get sick, and get sick often
                                                            • Parents’ confidence in caring for their sick children could be bolstered
                                                              • Parents have medicine on hand; and rely on it first for treatment
                                                                • Parents are drawn to free-from claims more than natural remedies
                                                                • Wellness Priorities for Children

                                                                  • Parents prioritize developmental growth
                                                                    • Figure 28: Priorities for children’s wellbeing, November 2017
                                                                  • Parents focus on one side of child’s wellnesses: physical or cognitive
                                                                    • Figure 29: Priorities for children’s wellbeing (any rank), by getting enough sleep, eating a well-balanced diet, getting exercise, and limiting screen time priority (any rank), November 2017
                                                                    • Figure 30: Priorities for children’s wellbeing (any rank), by emotional wellbeing, self-confidence, and mental wellbeing priority (any rank), November 2017
                                                                  • Moms and dads have different priorities
                                                                    • Figure 31: Priorities for children’s wellbeing (any rank), by parent’s gender, November 2017
                                                                  • Parents’ race and ethnicity influence priorities
                                                                    • Figure 32: Priorities for children’s wellbeing (any rank), by race and Hispanic origin, November 2017
                                                                • Sources for Health Information

                                                                  • A medical professional’s guidance is essential to parents
                                                                    • Figure 33: Correspondence Analysis – Sources of health information for children, November 2017
                                                                  • Methodology
                                                                    • Parents of infants want information; see value in a variety of sources
                                                                      • Figure 34: Personal sources used for general health information for children, by child’s age, November 2017
                                                                      • Figure 35: Valued sources of health information for children, by child’s age, November 2017
                                                                    • Younger parents have a love/hate relationship with social media
                                                                      • Figure 36: Perceptions of friends on social media as source for health information, by parent’s age, November 2017
                                                                  • Managing Children’s Wellness

                                                                    • Regular wellness visits are the norm; mom is the scheduler
                                                                      • Figure 37: Children go to regular wellness visits, by gender and race and Hispanic origin, November 2017
                                                                    • Vaccination adherence is far stronger than hesitations
                                                                      • Figure 38: Vaccination adherence and reservations perspective, by parent’s gender, November 2017
                                                                    • Moms are the first line of care; but there’s more to it…
                                                                      • Figure 39: Parent that takes care of sick kids, by gender, age, household income, and employment status, November 2017
                                                                      • Figure 40: Mom and dad take care of sick kids (net), November 2017
                                                                    • As kids get older, a healthy lifestyle for families gains importance
                                                                      • Figure 41: Healthy lifestyle is important, by parent’s age, November 2017
                                                                  • Symptoms Children Experience

                                                                    • Kids experience common and recurring ailments
                                                                      • Figure 42: Frequency of specific illness symptoms children experienced in the past year, November 2017
                                                                      • Figure 43: Average occurrence of illness symptoms children experienced in the past year, November 2017
                                                                    • Older kids can describe nonvisual symptoms
                                                                      • Figure 44: Child experienced stomach ache, sore throat, or aches and pains in the past year, by child’s age, November 2017
                                                                    • Digestive issues peak when toddlers transition to solid foods
                                                                      • Figure 45: Child experienced constipation, diarrhea, or rash in the past year, by child’s age, November 2017
                                                                  • Caring for Sick Children

                                                                    • Just half of parents know how to help their sick child
                                                                      • Figure 46: Methods of caring for sick children, by parents who know how to make child feel better, November 2017
                                                                    • Asian and young parents most preemptive in treating oncoming illnesses
                                                                      • Figure 47: Parents give health remedies when child starts to get sick, by parent’s age and race and Hispanic origin, November 2017
                                                                    • Few parents turn to home remedies to treat sick kids
                                                                      • Figure 48: Prefer to treat children’s ailments with a home remedy, race and Hispanic origin, November 2017
                                                                    • Virtual health is gaining traction; pediatricians will be the key to use
                                                                      • Figure 49: Parents would consider a virtual doctor visit, November 2017
                                                                      • Figure 50: Perceptions of doctor/pediatrician, by parents who would consider a virtual doctor visit, November 2017
                                                                  • Treating with Children’s Medication

                                                                    • Parents have medicine on hand; moms know where they are kept
                                                                      • Figure 51: Parents have medicine on hand for when kids get sick, by parent’s gender and number of children, November 2017
                                                                    • Older parents rely on OTC meds first
                                                                      • Figure 52: Usually try OTC medication first when child gets sick, by parent’s age, November 2017
                                                                    • Medication perceptions impact willingness to use OTCs
                                                                      • Figure 53: Usually try OTC medication first when child gets sick, by parents’ attitudes toward medications, November 2017
                                                                    • Younger parents need help deciphering symptoms
                                                                      • Figure 54: Choose medication based on child’s symptoms, by parent’s age, November 2017
                                                                  • Attitudes toward Children’s Medication

                                                                    • Parents are drawn to free-from claims more than natural remedies
                                                                      • Figure 55: Perceptions of children’s medication, by child’s age, November 2017
                                                                    • Efficacy is important to parents
                                                                      • Figure 56: Perceptions of children’s medication, by select perceptions of children’s medication, November 2017
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Sales data
                                                                        • Fan chart forecast
                                                                          • Consumer survey data
                                                                            • Abbreviations and terms
                                                                              • Abbreviations
                                                                              • Appendix – The Market

                                                                                  • Figure 57: Total US retail sales and forecast of children's health products, at inflation-adjusted prices, 2012-22
                                                                                  • Figure 58: Total US retail sales of children's health products, by channel, at current prices, 2012-2017
                                                                              • Appendix – Key Players

                                                                                  • Figure 59: Multi-outlet sales of children's health products, by segment, rolling 52 weeks 2016 and 2017