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Cough, Cold, Flu and Allergy Remedies - UK - April 2014

In 2013, the cold/flu and allergy relief remedies market benefited from increases in product launch activity and marketing activity. Going forward, brands could look to more specifically target the key young adult demographic, who are the most likely to suffer from cold/flu and allergy-based ailments, as well as encouraging people in general to prepare ahead of both cold/flu and hayfever seasons, stocking up on products in advance.

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Table of Content

 

Introduction

 

Definitions

Excluded

Methodology

Consumer research

Abbreviations

 

Executive Summary

 

The market

Figure 1: Best- and worst-case forecast of UK retail value sales of cough, cold and flu relief, medicated confectionery and allergy remedies, 2008-18

Market factors

Companies, brands and innovation

Figure 2: New product launches in the decongestive, cough, cold and flu relief, medicated confectionery and allergy relief remedies market, by sub-category, 2009-13

Young adults most likely to be affected by cold and flu ailments

Nearly three quarters seek OTC remedies for cough/sore throat

Figure 3: Treatments sought for cough/sore throat, cold and flu, November 2013

A quarter of allergy sufferers view own-label as effective as branded

Figure 4: Attitudes and behaviours related to allergies, November 2013

Consumers focus on preventing themselves from becoming ill

Figure 5: Behaviours during cold/flu season, November 2013

What we think

 

Issues and Insights

 

Cold/flu brands could further target Millennials

The facts

The implications

Hayfever sales reliant on weather

The facts

The implications

 

Trend Application

 

Trend: Transumers

Trend: Influentials

Mintel futures trend: Generation Next

 

Market Drivers

 

Key points

Rise in population of 25-34s will boost the market

Figure 6: Trends in the age structure of the UK population, 2008-18

One-person households offer opportunities for product innovations

Figure 7: UK households, by size, 2008-18

Rise in employment

Figure 8: Employment and unemployment, by gender, 2008-18

Colder winter in 2013

Figure 9: Mean annual temperatures and rainfall, winter (December-February), 2000-13

High pollen levels of 2013

Figure 10: Mean annual temperatures and rainfall, summer (June-August), 2000-13

Alcohol worsens hayfever symptoms

 

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Who’s Innovating?

 

Key points

Increase in product launch activity in 2013

Figure 11: New product launches in the decongestive, cough, cold and flu relief, medicated confectionery and allergy relief remedies market, by sub-category, 2009-13

Figure 12: Examples of new product launches in the cold/flu category (including medicated confectionery), 2013

Figure 13: Examples of new allergy products launched in 2013

Figure 14: Examples of powder- and liquid-based cold and flu remedies, 2013

Growth in own-label

Figure 15: New product launches in the decongestive, cough, cold and flu relief, medicated confectionery and allergy relief remedies market, brands vs own-label, 2012 and 2013

Launches dependent on the season

Figure 16: Index of product launches in the decongestive, cough, cold and flu relief (excluding medicated confectionery), and allergy relief remedies market, by season, by sub-category, spring/summer 2009-autumn/winter 2013/14

Product launch activity highly fragmented

Figure 17: Product launch activity in the decongestive, cough, cold and flu relief, medicated confectionery and allergy relief remedies market, by top 10 companies, 2009-13

Figure 18: Examples of products launched by Thornton & Ross, repackaged products, 2013

Increase in botanical/herbal claims on cold/flu remedies

Figure 19: Decongestive, cough, cold and flu relief and medicated confectionery product launches, by top five claims, 2009-13

Figure 20: Product launches with botanical/herbal claims, 2013-14

Figure 21: Examples of medicated confectionery products launched carrying low/no/reduced sugar claims, 2013

Rise in fragrance-free in allergy relief

Figure 22: Allergy relief product launches, by claims, 2009-13

 

Market Size and Forecast

 

Key points

Strong growth in last two years

Figure 23: Value sales of cough, cold and flu relief, medicated confectionery and allergy remedies, 2008-18

Slow and steady growth

Figure 24: Best- and worst-case forecast of UK retail value sales of cough, cold and flu relief, medicated confectionery and allergy remedies, 2008-18

Forecast methodology

 

Segment Performance

 

Key points

Allergy remedies see the biggest rise

Figure 25: Consumer spending in the cough, cold, flu and allergy remedies, by segment, 2012 and 2013

 

Market Share

 

Key points

Decongestants boosted by hayfever sufferers

Figure 26: Retail value sales of cold, flu and decongestant remedies, by brand, 2012 and 2013

Advertising campaigns drive sales of medicated confectionery brands

Figure 27: Retail value sales of medicated confectionery, by brand, 2012 and 2013

Small brands see greatest rise in cough liquids segment

Figure 28: Retail value sales of cough liquids, by brand, 2012 and 2013

Allergy remedy brands enjoy growth

Figure 29: Retail value sales of allergy remedies, by brand, 2012 and 2013

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Companies and Products

 

Alliance Boots

Figure 30: Alliance Boots financial performance, 2012 and 2013

GlaxoSmithKline

Figure 31: GlaxoSmithKline UK Limited financial performance, 2011 and 2012

Figure 32: Examples of new product launches by GlaxoSmithKline in the UK cough, cold, flu and allergy market, January 2013-February 2014

Johnson & Johnson

Figure 33: McNeil Healthcare (UK) Limited financial performance, 2011 and 2012

Figure 34: Examples of new product launches by McNeil Consumer Healthcare in the UK cough, cold, flu and allergy market, January 2013-February 2014

Procter & Gamble

Figure 35: Procter & Gamble (Health and Beauty Care) Ltd financial performance, 2011 and 2012

Figure 36: Examples of new product launches by Procter & Gamble in the UK cough, cold, flu and allergy market, January 2013-February 2014

Reckitt Benckiser

Figure 37: Reckitt Benckiser Healthcare (UK) Limited financial performance, 2011 and 2012

Figure 38: Examples of new product launches by Reckitt Benckiser in the UK cough, cold, flu and allergy market, January 2013-February 2014

 

Brand Communication and Promotion

 

Key points

Adspend up in 2013

Figure 39: Main media advertising expenditure on cold, flu, decongestant remedies (including medicated confectionery) and allergy relief, 2009-13

Seasonal marketing matches product launch activity

Figure 40: Main media advertising expenditure on cold, flu, decongestant remedies (including medicated confectionery) and allergy relief, by season, spring/summer 2009-autumn/winter 2013/14

Reckitt Benckiser the biggest advertiser

Figure 41: Main media advertising expenditure on cold, flu, decongestant remedies (including medicated confectionery) and allergy relief, % by company, 2009-13

Lemsip accounts for a quarter of cold/flu advertising expenditure

Figure 42: Main media advertising expenditure on cold, flu and decongestant remedies, % by brand, 2013

Allergy relief adspend dominated by branded activity

Figure 43: Main media advertising expenditure on allergy relief remedies, % by brand, 2013

 

Brand Perceptions and Social Media

 

Brand perceptions

Key brand metrics

Figure 44: Key brand metrics, January 2014

Brand map

Figure 45: Attitudes towards and usage of brands in the cold, flu and allergy remedy sector, January 2014

Correspondence analysis

Brand attitudes

Figure 46: Attitudes, by cold, flu and allergy remedy brand, January 2014

Brand personality

Figure 47: Cold, flu and allergy remedy brand personality – Macro image, January 2014

Figure 48: Cold, flu and allergy remedy brand personality – Micro image, January 2014

Brand usage

Figure 49: Cold, flu and allergy remedy brand usage, January 2014

Brand experience

Figure 50: Cold, flu and allergy remedy brand experience, January 2014

Social media and online buzz

Social media metrics

Figure 51: Social media metrics of selected cold, flu and allergy remedy brands, January 2014

Online mentions

Figure 52: Online mentions of selected cold, flu and allergy remedy brands, March 2013-February 2014

Figure 53: Mentions around colds, flu and allergies, by week, March 2013-February 2014

Figure 54: Advertising spend of selected cold, flu and allergy remedy brands, March 2011-March 2014

Where discussion on brands is occurring

Figure 55: Media through which selected cold, flu and allergy remedy brands are discussed, March 2013-February 2014

Topics of discussion

Figure 56: Topics of discussion around cold, flu and allergy illness, March 2013-February 2014

Analysis by brand

Olbas

Figure 57: Topic cloud around mentions of Olbas, March 2013-February 2014

Sudafed

Figure 58: Topic cloud around mentions of Sudafed, March 2014-February 2014

Benadryl

Figure 59: Topic cloud of mentions around Benadryl, March 2013-February 2014

Covonia

Figure 60: Topic cloud around mentions of Covonia, March 2013-February 2014

Clarityn

 

Channels to Market

 

Key points

Grocery channel continues to lead

Figure 61: UK retail value sales of cough, cold and flu relief, medication confectionery and allergy remedies, by outlet type, 2012 and 2013

 

The Consumer – Ailments Suffered

 

Key points

Young adults most likely to be affected by cold and flu ailments

Figure 62: Ailments suffered, November 2013

Households with children significantly more likely to suffer from flu

Figure 63: Ailments suffered, by presence of children in the house, November 2013

Hayfever dominates allergy problems

Figure 64: Ailments suffered, November 2013

Higher incidence of allergies among younger consumers

Pollution increases allergies amongst urbanites

Figure 65: Ailments suffered, by area of residence, November 2013

Opportunity to parcel cold/flu and allergy remedies together

Figure 66: Repertoire of ailments suffered, including cough, cold, flu, sore throat, and all non-food allergies, November 2013

 

The Consumer – Treatments Sought

 

Key points

Nearly three quarters seek OTC remedies for cough/sore throat

Figure 67: Treatments sought for cough/sore throat, cold and flu, November 2013

Younger adults reliant on prescription remedies

Figure 68: Treatments sought for cough/sore throat, cold and flu, November 2013

Women reach for non-prescription pain medication

Figure 69: Use of ‘Non-prescription pain medication” for cough/sore throat, cold and flu, by gender, November 2013

Hayfever sufferers more likely to use oral OTC medicines

Figure 70: Treatments sought for indoor allergies and hayfever, November 2013

Figure 71: Examples of product packaging for allergy relief products that specify the different allergies they can protect users from, 2013

Encouraging increase in usage of nasal sprays

Figure 72: Treatments sought for indoor allergies and hayfever, November 2013

Figure 73: Examples of alternative-format allergy relief products, 2013

 

The Consumer – Behaviours during Cold/Flu Season

 

Key points

Consumers focus on preventing themselves from becoming ill

Figure 74: Behaviours during cold/flu season, November 2013

Women more likely to prepare ahead of cold and flu

Figure 75: Behaviours during cold/flu season, by gender, November 2013

Men need a helping hand

Allergy sufferers keen users of antibacterial hand gel

Figure 76: Carriers of hand sanitiser during cold/flu season, by allergy suffered, November 2013

Families use hand gel to ward off germs

 

The Consumer – Attitudes and Behaviours Related to Allergies

 

Key points

A quarter of allergy sufferers view own-label as effective as branded

Figure 77: Attitudes and behaviours related to allergies, November 2013

Opportunity to encourage greater preparation for allergy season

Figure 78: Agreement with the statement “I keep track of pollen levels during pollen season^”, by age, November 2013

Skin allergies triggered by cosmetics

Figure 79: Agreement with the statements “I worry about the effect chemicals I use on my skin are having on my allergies” and “I am suffering more from allergies now than I was two to three years ago”, by ailment type, November 2014

 

The Consumer – Purchase Influencers

 

Key points

Consumers influenced by personal experience

Figure 80: Important factors when shopping for non-prescription cough/cold/flu/allergy remedies, November 2013

Flu sufferers reach for fast-acting treatments

Figure 81: Important factors when shopping for non-prescription cough/cold/flu/allergy remedies, by ailments, November 2013

Younger adults seek on-the-go relief

Figure 82: Consumers influenced by “Easy to use on the go” claims when shopping for non-prescription cough/cold/flu/allergy remedies, by age, November 2013

Scope for more natural allergy relief products

Figure 83: Examples of products launched carrying low/no/reduced sugar claims, 2013

 

Appendix – Who’s Innovating?

 

Figure 84: New product launches in the decongestive, cough, cold and flu market, by format type, 2009-13

Figure 85: New product launches in the allergy relief remedies market, by format type, 2009-13

Figure 86: New product launches in the decongestive, cough, cold and flu (excluding medicated confectionery) and allergy relief market, own-label vs branded, 2012/13

Figure 87: Index of product launches in the cough, cold and flu (excluding medicated confectionery) and allergy relief market, spring/summer 2009-autumn/winter 2013/14

Figure 88: Index of product launches in the cough, cold and flu (excluding medicated confectionery) and allergy relief market, spring/summer 2009-autumn/winter 2013/14 (continued)

 

Appendix – Market Size and Forecast

 

Figure 89: Value sales of cough liquids, 2008-18

Figure 90: Value sales of cold/flu remedies, 2008-18

Figure 91: Value sales of medicated confectionery, 2008-18

Figure 92: Value sales of allergy remedies, 2008-18

 

Appendix – Brand Communication and Promotion

 

Figure 93: Main media advertising expenditure on cold, flu and decongestant remedies, by brand, 2013

Figure 94: Main media advertising expenditure on allergy relief remedies, by brand, 2013

 

Appendix – Brand Perceptions and Social Media

 

Figure 95: Brand usage, January 2014

Figure 96: Brand commitment, January 2014

Figure 97: Brand diversity, January 2014

Figure 98: Brand satisfaction, January 2014

Figure 99: Brand recommendation, January 2014

Figure 100: Brand attitude, January 2014

Figure 101: Brand image – Macro image, January 2014

Figure 102: Brand image – Micro image, January 2014

Figure 103: Online mentions of selected cold, flu and allergy remedy brands, March 2013-February 2014

Figure 104: Mentions around cold, flu and allergy illnesses, March 2013-February 2014

Figure 105: Topics of discussion around cold, flu and allergy illnesses, March 2013-February 2014

 

Appendix – Demographic Overview

 

Figure 106: Working status, demographic groups, November 2013

 

Appendix – The Consumer – Ailments Suffered

 

Figure 107: Ailments suffered, November 2013

Figure 108: Ailments suffered – Cough/sore throat, by demographics, November 2013

Figure 109: Ailments suffered – Non-food allergy, by demographics, November 2013

Figure 110: Ailments suffered – Cough, by demographics, November 2013

Figure 111: Ailments suffered – Cold, by demographics, November 2013

Figure 112: Ailments suffered – Flu, by demographics, November 2013

Figure 113: Ailments suffered – Sore throat, by demographics, November 2013

Figure 114: Ailments suffered – Hayfever/pollen allergy, by demographics, November 2013

Figure 115: Repertoire of ailments suffered, November 2013

Figure 116: Ailments suffered, by repertoire of ailments suffered, November 2013

 

Appendix – The Consumer – Treatments Sought

 

Figure 117: Treatments sought, November 2013

Figure 118: Most popular treatments sought for cough/sore throat, by demographics, November 2013

Figure 119: Next most popular treatments sought for cough/sore throat, by demographics, November 2013

Figure 120: Other treatments sought for cough/sore throat, by demographics, November 2013

Figure 121: Most popular treatments sought for cold, by demographics, November 2013

Figure 122: Next most popular treatments sought for cold, by demographics, November 2013

Figure 123: Other treatments sought for cold, by demographics, November 2013

Figure 124: Most popular treatments sought for flu, by demographics, November 2013

Figure 125: Next most popular treatments sought for flu, by demographics, November 2013

Figure 126: Other treatments sought for flu, by demographics, November 2013

Figure 127: Most popular treatments sought hayfever, by demographics, November 2013

Figure 128: Next most popular treatments sought hayfever, by demographics, November 2013

Figure 129: Other treatments sought hayfever, by demographics, November 2013

Figure 130: Most popular treatments sought for indoor allergies, by demographics, November 2013

Figure 131: Next most popular treatments sought for indoor allergies, by demographics, November 2013

Figure 132: Other treatments sought for indoor allergies, by demographics, November 2013

 

Appendix – The Consumer – Behaviours during Cold/Flu Season

 

Figure 133: Behaviours during cold/flu season, November 2013

Figure 134: Most popular behaviours during cold/flu season, by demographics, November 2013

Figure 135: Next most popular behaviours during cold/flu season, by demographics, November 2013

Figure 136: Behaviours during cold/flu season, by ailments suffered – Non-food allergy, November 2013

 

Appendix – The Consumer – Attitudes and Behaviours Related to Allergies

 

Figure 137: Attitudes and behaviours related to allergies, November 2013

Figure 138: Most popular attitudes and behaviours related to allergies, by demographics, November 2013

Figure 139: Next most popular attitudes and behaviours related to allergies, by demographics, November 2013

 

Appendix – The Consumer – Purchase Influencers

 

Figure 140: Important factors when shopping for non-prescription cough/cold/flu/allergy remedies, November 2013

Figure 141: Most important factors when shopping for non-prescription cough/cold/flu/allergy remedies, by demographics, November 2013

Figure 142: Next most important factors when shopping for non-prescription cough/cold/flu/allergy remedies, by demographics, November 2013

Figure 143: Other important factors when shopping for non-prescription cough/cold/flu/allergy remedies, by demographics, November 2013

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