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
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
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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