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OTC Pediatrics Market Analysis, Size, Share, Growth, Trends and Forecast In UK March 2014: Market Overview

Research Background & Research Ideas On OTC Pediatrics - US - March 2014: Information Management
 
After a series of product recalls, the OTC pediatrics market appears to have fully recovered. However, the market faces a few challenges to growth, including a declining population of households with children, and an overall movement toward prevention rather than treatment. Manufacturers and retailers that can meet parents’ unique needs will be best positioned to maximize sales.

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Table of Content

Scope and Themes


What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary

Overview

Sales of OTC pediatrics rebound to pre-recall levels
Figure 1: Total US sales and fan chart forecast of OTC pediatrics, at current prices, 2008-18
Market drivers
Number of households with children declines, while actual population of children increases
Figure 2: US population younger than 18, 2009, 2014, and 2019
Ailments experienced
Figure 3: Ailments experienced, December 2013
Figure 4: Types of OTC children\'s medications purchased, December 2013
Cold, cough, and allergy remedies continue to make up majority of market
Figure 5: Sales of OTC pediatrics, segmented by type, at current prices, 2011 and 2013
A large number of key players make for a competitive market
Figure 6: MULO sales of OTC pediatrics, by leading companies, rolling 52 weeks 2012 and 2013
The consumer
Usage of and interest in ways to treat ailments
Figure 7: Usage of and interest in ways to treat ailments, December 2013
Attitudes toward children’s OTC medications
Figure 8: Purchase habits of children\'s OTC remedies, December 2013
Figure 9: Attitudes toward recalled children\'s OTC remedies, December 2013
What we think

Issues and Insights

The percentage of households with children is declining
The issues
The implications
Growth of Black and Hispanic households will affect OTC pediatrics market
The issues
The implications
How can brands use social media to connect with parents?
The issues
The implications

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Trend Applications

Trend: Play Ethic
Trend: Prepare for the Worst
Trend: Moral Brands

Market Size and Forecast

Key points

Sales of OTC pediatrics reach new high
Sales and forecast of OTC pediatrics
Figure 10: Total US sales and forecast of OTC pediatrics, at current prices, 2008-18
Figure 11: Total US sales and forecast of OTC pediatrics, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 12: Total US sales and fan chart forecast of OTC pediatrics, at current prices, 2008-18

Market Drivers

Key points

High incidence of illness in children
Figure 13: Ailments experienced, by age of child, December 2013
Number of households with children declining, but actual population of children expected to increase
Figure 14: US households, by presence of own children, 2003-13
Figure 15: Annual births, 2002-12
Figure 16: US population <12, by race/ethnicity, 2014, and 2019
ACA increases number of families with health insurance
Childhood obesity rates high, but stabilizing
Figure 17: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Ailments concentrated in certain areas
Figure 18: Any ailments experienced, by region, December 2013
Parents using more natural remedies

Competitive Context

Key points

Home remedies to the rescue
Fortified foods could erode vitamin purchases
Alternate approaches
Figure 19: amber necklace

Segment Performance

Key points

Sick children points to healthy growth of OTC pediatrics
Sales of OTC pediatrics, by segment
Figure 20: Sales of OTC pediatrics, segmented by type, at current prices, 2011 and 2013

Segment Performance – Cold, Cough, and Allergy Remedies (including Sinus and Nasal)

Key points

High rates of colds, coughs, and sore throats fuel growth of this segment
Sales and forecast of OTC children’s cold, cough, and allergy remedies
Figure 21: Total US sales and forecast of OTC children’s cold, cough, and allergy remedies, at current prices, 2008-18

Segment Performance – Vitamins, Minerals, and Supplements

Key points

Parents recognize importance of vitamins
Sales and forecast of children’s vitamins, minerals, and supplements
Figure 22: Total US sales and forecast of OTC children’s vitamins, minerals, and supplements, at current prices, 2008-18

Segment Performance – Internal Analgesics

Key points

Return of Tylenol and Motrin to shelf positive news for internal analgesics
Sales and forecast of OTC children’s internal analgesics
Figure 23: Total US sales and forecast of OTC children’s internal analgesics, at current prices, 2008-18

Segment Performance – Baby Electrolytes

Key points

A need for hydration
Sales and forecast of baby electrolytes
Figure 24: Total US sales and forecast of baby electrolytes, at current prices, 2008-18

Segment Performance – Miscellaneous Remedies

Key points

Overall trend of miscellaneous remedies flat
Sales and forecast of OTC children’s miscellaneous remedies
Figure 25: Total US sales and forecast of OTC children’s miscellaneous remedies, at current prices, 2008-18

Retail Channels

Key points

Lower prices make “other” channels an appealing option
Figure 26: Agreement with attitudes toward health, by presence of children in household, December 2012
Sales of OTC pediatrics, by channel
Figure 27: US sales of OTC Pediatrics, at current prices, by retail channel, 2008-13
Opportunities to increase sales at retail locations
Locations with retail clinics offer convenience for parents
Figure 28: Retail health clinics visited, by presence of children in household, October 2013

Leading Companies

Key points

Johnson & Johnson regains the lead
Manufacturer sales of OTC pediatrics
Figure 29: MULO sales of OTC pediatrics, by leading companies, rolling 52 weeks 2012 and 2013

Brand Share – Cold, Cough, and Allergy Remedies (including Sinus and Nasal)

Key points

Prevalence of allergies drives sales of OTC children’s allergy medications
Product availability affects performance
Children’s colds drive consumption
Manufacturer sales of children’s OTC cold, cough, and allergy remedies (including nasal and sinus remedies)
Figure 30: MULO sales of cold, cough, and allergy remedies (including nasal and sinus), by leading companies, rolling 52 weeks 2012 and 2013
Figure 31: Brands of children\'s cough/cold products used, July 2010-September 2013

Brand Share – Vitamins, Minerals, and Supplements

Key points

Children’s vitamin sales remain flat, brand leader declines
Other brands seek to steal share from Flintstones
Enfamil finds success with niche market of “baby” vitamins
Manufacturer sales of children’s vitamins
Figure 32: MULO sales of vitamins, by leading companies, rolling 52 weeks 2012 and 2013
Figure 33: Brands of children\'s vitamins used, July 2010-September 2013

Brand Share – Internal Analgesics

Key points

Return to market of key brands drives increase in internal analgesics
Little Remedies a bright spot for Prestige brands
Figure 34: Squeezable single-dose packets by PediaCare, 2013
Manufacturer sales of children’s internal analgesics
Figure 35: MULO sales of internal analgesics, by leading companies, rolling 52 weeks 2012 and 2013
Figure 36: Brands of children\'s fever reducers and pain relievers used, July 2010-September 2013

Brand Share – Baby Electrolytes

Key points

Sales of hydration products continue to be strong
Manufacturer sales of baby electrolytes
Figure 37: MULO sales of baby electrolytes, by leading companies, rolling 52 weeks 2012 and 2013

Brand Share – Miscellaneous Remedies

Key points

Teething pain drives sales of miscellaneous remedies
Rubbing the pain away
Stomach remedies stabilize
Manufacturer sales of miscellaneous health remedies
Figure 38: MULO sales of miscellaneous health remedies, by leading companies, rolling 52 weeks 2012 and 2013

Innovations and Innovators

Introductions of children’s medications declining

Figure 39: OTC children’s medication launches, by subcategory, 2008-13
Children’s medication launches focused on “free from”
Figure 40: OTC children’s medication launches, top claims, 2008-13
Cold, cough, and allergy remedies
Vitamins, minerals, and supplements
Figure 41: Feel Good Children’s Gummies
Internal analgesics
Baby electrolytes
Miscellaneous
Launches from private label brands boost sales at key retailers
Figure 42: OTC children’s medication launches, and share of branded/private label launches, 2008-13
Homeopathic and herbal innovations
Alternative formats help to make dosing/administering easier
Figure 43: PediaCare Fever Reducer single-dose product image

Marketing Strategies

Overview of the brand landscape

Empowering moms to help their children feel better quickly
Figure 44: Infants Tylenol, “for everything we do…,” 2013
Figure 45: PediaCare, “Dancing Girl,” 2013
Wanting the best for children
Figure 46: Print advertisement for Flintstones toddler Gummies vitamins
Aligning with a charity/celebrity
Figure 47: smilingitforward.com screenshot, 2014
Figure 48: Say Yes to Less Screenshot, 2014
Figure 49: Little Remedies: Say yes to less negativity, 2014
Figure 50: 10 million stronger screenshot, 2014

Types of OTC Medications Purchased/Used

Key points

Incidence of colds and coughs drives purchases
Pain relievers used to treat many ailments
Figure 51: Types of OTC children\'s medications purchased, by age of child, December 2013
Opportunities to increase purchases of specific products
Figure 52: Have purchased medication, by any ailments experienced, December 2013
Bundle products for households that purchase multiple products
Figure 53: Types of OTC children\'s medications purchased, by repertoire of types of OTC children\'s medications purchased, December 2013
Growth of liquid remedies makes dosing easier
Figure 54: Types of children\'s fever reducers, pain relievers used and children\'s cough/cold products used, July 2007-September 2013

Usage of and Interest in Ways to Treat Ailments

Key points

A desire for ease in selecting and dispensing children’s medications
Trust in professionals
Investing in prevention and boosting immunity
Figure 55: Ailment treatment approaches, December 2013
Parents of younger children more likely to be interested in trying innovations
Figure 56: Ailment treatment approaches used and interested in trying again, by age of child, December 2013
Figure 57: Ailment treatment approaches not used, but interested in trying, by age of child, December 2013

Perceived Safety and Effectiveness

Key points

Safety concerns drive purchases of brand name medications
Figure 58: Remedy safety, December 2013
Branded medications rated higher in effectiveness
Figure 59: Remedy effectiveness, December 2013
Parents’ demographics impact perceived safety and effectiveness

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Attitudes toward Children’s OTC Medications

Key points

Attitudes do not translate to action
Figure 60: Purchase habits of children\'s OTC remedies, by age of child, December 2013
Product recalls do not affect purchase habits
Figure 61: Attitudes toward recalled children\'s OTC remedies, by age of child, December 2013
Determining which products to use
Figure 62: Seeking information about children\'s OTC remedies, by age of child, December 2013
Impact of flavor in OTC pediatric selection
Figure 63: Attitudes toward flavor of children\'s OTC remedies, by age of child, December 2013
Skepticism and confusion around OTC children’s medication
Figure 64: Attitudes toward treating children\'s ailments, by age of child, December 2013
Giving medication at first sign of an ailment
Figure 65: Attitudes toward children\'s OTC remedies, by attitudes toward treating children\'s ailments, December 2013

Usage of and Attitudes toward Children’s Vitamins

Key points

Many parents give their children vitamins
Figure 66: Vitamin usage, December 2013
Parents believe in health benefits of vitamins
Figure 67: Bayer Flintstones – Omega-3 DHA Gummy Supplement
Figure 68: Attitudes toward vitamins, by age of child, December 2013
Promoting vitamins to parents from a lower household income
Figure 69: Attitudes toward vitamins, by household income, December 2013
Warding off illness with vitamins
Figure 70: Any ailments experienced, by any children use vitamins, December 2013

Race and Hispanic Origin

Key points

Growth of Hispanic and Black populations can drive sales of OTC pediatrics
Figure 71: Any ailments experienced, by race/Hispanic origin, December 2013
Medications purchased and used
Figure 72: Types of OTC children\'s medications purchased, by race/Hispanic origin, December 2013
Figure 73: How often use children\'s fever reducers and pain relievers, by race/Hispanic origin, July 2012-September 2013
Promoting vitamins to support brain health
Figure 74: Vitamin usage – Any children use vitamins, by race/Hispanic origin, December 2013


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