Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- Capturing custom back from own-brand
- To duvet or not to duvet?
- Warding off flu for the silver generation
- Update the message
- But does it really work?
- Get talking
Market in Brief
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- Figure 1: UK retail value sales of cold and flu and cough and throat remedies and percentage of adults who use, 2005-10
- Cold, flu and decongestant remedies dominate the market
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- Figure 2: UK retail value sales of cold and flu and cough and throat remedies, by sector, 2005 and 2010
- Grocers taking share from pharmacists
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- Figure 3: Retail distribution of decongestant, cough, cold and flu remedies, 2009
- Tablets the most popular format
- Own-brand will do the trick
- A stock in the cupboard
- Flu jabs more common in the elderly
- Three main customer typologies
- Colds affect almost 31 million adults
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- Figure 4: Ailments suffered, 2004 and 2009
- Consumers show confidence to self-medicate
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- Figure 5: Action taken when suffering from flu with a slight temperature, 2004-09
- Population changes will favour growth of cold and flu remedies
- Analgesics can fit the bill
- Alternatives ineffective?
- Strengths and weaknesses
- New product development dominated by the leading brands
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Internal Market Environment
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- Key points
- Ailments suffered
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- Figure 6: Selected ailments suffered in the last 12 months, 2004-09
- Colds and/or flu affect six in ten
- Upwards trend for congestion
- Asthma tops five million sufferers
- Attitudes towards health
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- Figure 7: Action taken when suffering from flu with a slight temperature, 2004-09
- Happy to self-medicate
- Herbal and homeopathic of low interest
- Traditional comforts
- Clear difference between colds and flu
- Attitudes towards health
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- Figure 8: Attitudes towards health, 2004-09
- Greater awareness of health
- Healthcare begins at home
- Rushing through life
- Few want alternative medicines
- Vaccinations refused
- Self-help encouraged by pharmacies
Broader Market Environment
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- Key points
- Population trends
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- Figure 9: Trends in the age structure of the UK population, 2005-15
- More 25-34s will swell demand
- More kids so more colds
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- Figure 10: Trends in the socio-economic structure of the UK adult population, 2005-15
- Self-medicating
- Attitudes towards healthy lifestyles
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- Figure 11: Attitudes towards healthy lifestyles, 2008-10
- Tiring of health advice?
- But wanting to stay healthy
- Associations
- MHRA (mhra.com)
- British Medical Association (BMA)
- The Proprietary Association of Great Britain (PAGB)
Competitive Context
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- Key points
- What competes with cold and flu remedies?
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- Figure 12: UK retail value sales of selected OTC remedies, 2005-10
- General painkillers good enough for some
- Old-fashioned remedies not so popular
- Vitamin intake
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- Figure 13: Vitamins and other supplements intake, 2003-09
- Vitamins to boost immunity
- Eat well instead
- Long-term decrease in taking vitamins
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
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- Figure 14: New Innovation in cold and flu relief, by product positioning, September 2008-April 2010
- RB heads innovation ranking
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- Figure 15: New Innovation in cold and flu relief, by manufacturer, September 2008-April 2010
- Innovation by format
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- Figure 16: New innovation in cold and flu relief, by format, September 2008-April 2010
Market Size and Forecast
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- Key points
- No boom, despite swine flu
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- Figure 17: UK retail value sales of cold and flu and cough and throat remedies, 2005-15
- Market dented by promotional activity and growth of own-label
- Forecast
Segment Performance
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- Key points
- Cold and flu medicines set the pace
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- Figure 18: UK retail value sales of cold and flu and cough and throat remedies, by sector, 2005-10
- Cold and flu fluctuating demand
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- Figure 19: UK retail value sales of cold and flu remedies, 2005-15
- Decongestants benefit from summer sales
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- Figure 20: UK retail value sales of decongestants, 2005-15
- Tough times for cough remedies
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- Figure 21: UK retail value sales of cough remedies, 2005-15
- Medicated confectionery slow growth
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- Figure 22: UK retail value sales of medicated confectionery, 2005-15
- Cold and flu remedies by format
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- Figure 23: UK retail value sales of cold and flu remedies (excl. decongestants), by format, 2007-09
- Consumers take comfort in familiar hot drinks
- Capsules press ahead
- Tablets lose share
- Liquids developing
Market Share
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- Key points
- Cold and flu remedies brand share
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- Figure 24: Brand shares of cold and flu remedies, 2008 and 2009
- Brand shares of decongestants
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- Figure 25: Brand shares of decongestants, 2008 and 2009
- Brand shares of cough remedies
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- Figure 26: Brand shares of cough remedies, 2008 and 2009
- Brand shares of medicated confectionery
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- Figure 27: Brand shares of medicated confectionery, 2008 and 2009
Companies and Products
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- Key points
- Reckitt Benckiser Healthcare
- GlaxoSmithKline Consumer Healthcare
- Johnson & Johnson
- Procter & Gamble
- Novartis
- Thornton & Ross
- GR Lane Health Products
Brand Elements
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- Key points
- Brand map
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- Figure 28: Attitudes towards and usage of cold and flu remedy brands, March 2010
- Brand qualities of cold and flu remedy brands
- Vicks and Lemsip vie for top spot
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- Figure 29: Personalities of various cold and flu remedy brands, March 2010
- Experience of cold and flu remedy brands
- ‘All-round’ brands most popular
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- Figure 30: Consumer usage of various cold and flu remedy brands, March 2010
- Brand consideration for cold and flu remedy brands
- Decongestants most considered
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- Figure 31: Consideration of various cold and flu remedy brands, March 2010
- Brand satisfaction for cold and flu remedy brands
- Vicks most satisfactory
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- Figure 32: Satisfaction with various cold and flu remedy brands, March 2010
- Brand commitment to cold and flu remedy brands
- Lemsip has highest loyalty
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- Figure 33: Commitment to various cold and flu remedy brands, March 2010
- Brand intentions for cold and flu remedy brands
- Lemsip and Vicks have best retention
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- Figure 34: Future usage intentions for various cold and flu remedy brands, March 2010
- Brand recommendation for cold and flu remedy brands
- Lemsip most recommended, Sudafed disappointing?
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- Figure 35: Recommendation of various cold and flu remedy brands, March 2010
- Beechams
- What the consumer thinks
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- Figure 36: Attitudes towards the Beechams brand, March 2010
- Sudafed
- What the consumer thinks
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- Figure 37: Attitudes towards the Sudafed brand, March 2010
- Olbas
- What the consumer thinks
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- Figure 38: Attitudes towards the Olbas brand, March 2010
- Lemsip
- What the consumer thinks
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- Figure 39: Attitudes towards the Lemsip brand, March 2010
Brand Communication and Promotion
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- Key points
- Topline adspend
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- Figure 40: Above-the-line advertising expenditure on cold and flu remedies and decongestants, 2005-09
- Above-the-line advertising by company
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- Figure 41: Above-the-line advertising expenditure on cold and flu remedies and decongestants, percentage by company, 2005-09
- Advertising by media
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- Figure 42: Above-the-line advertising expenditure on cold and flu remedies and decongestants, percentage by media type, 2005-09
Channels to Market
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- Key points
- Grocery multiples gaining share
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- Figure 43: UK retail value sales of cold and flu and cough remedies, % by outlet type, 2009
- Figure 44: UK retail sales of cold and flu and cough remedies, by outlet type, 2007-09
- Supermarkets gaining over pharmacies
- Boots dominates retail distribution
- Variations within the category
- Medicated confectionery bias towards impulse channels
- Convenience plays a part
- General stores
- Online alternatives
The Consumer – Use of Cold and Flu Remedies
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- Key points
- Usage of cold and flu remedies
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- Figure 45: Usage of cold and flu remedies in the last 12 months, 2004-09
- Keep up the pace
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- Figure 46: Incidence of colds and flu and remedies taken, by age, 2009
The Consumer – Format of Cold and Flu Remedies
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- Key points
- Formats of cold and flu remedies used
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- Figure 47: Types/formats of cold/flu remedies used in the last 12 months, March 2010
- Tablets lead the way
- Familiar powders
- Premium edge to capsules
- Sweet remedies for youth and mums
- Vapour rubs
- Repertoire of types and formats
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- Figure 48: Repertoire of types/formats of cold/flu remedies used in the last 12 months, March 2010
- Repertoire of medication by formats used
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- Figure 49: Types of cold/flu remedies used in the last 12 months, by repertoire, March 2010
Consumer – Factors Influencing Choice of Cold/Flu Remedy
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- Key points
- Attitudes influencing choice
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- Figure 50: Attitudes influencing choice of cold/flu remedy, March 2010
- Own-labels are popular
- No need to shop around
- Less emphasis on power
- Taking responsibility for own decisions
- Easy please
- Factors influencing choice, by format taken
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- Figure 51: Factors influencing choice of cold and flu remedies, by type of cold/flu remedies used in the last 12 months, March 2010
- Tablets liked by own-brand users
- Powdered drink users stick with what they know
- High performance for capsule users
- Factors influencing choice by repertoire
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- Figure 52: Most likely factors influencing choice of cold and flu remedies, by repertoire used in the last 12 months, March 2010
Consumer – Attitudes towards Cold and Flu Remedies
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- Key points
- Attitudes towards cold and flu remedies
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- Figure 53: Attitudes towards cold and flu remedies, March 2010
- Keeping some to hand
- Low uptake of flu jabs
- Wait and see
- We don’t need advice
- Attitudes by format taken
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- Figure 54: Attitudes towards cold and flu remedies, by type of cold/flu remedies used in the last 12 months, March 2010
- Attitudes by repertoire
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- Figure 55: Attitudes towards cold and flu remedies, by repertoire of types used in the last 12 months, March 2010
- Factors influencing choice by attitudes
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- Figure 56: Factors influencing choice of cold and flu remedies, by attitudes towards cold and flu remedies, March 2010
Target Groups
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- Key points
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- Figure 57: Target groups for cold and flu remedies, March 2010
- Wise Owls (14%)
- Who are they?
- What are their attitudes towards cold and flu?
- What formats do they prefer?
- What influences their choice?
- Marketing message
- Security Guards (60%)
- Who are they?
- What are their attitudes towards cold and flu?
- What formats do they prefer?
- What influences their choice?
- Marketing message
- Brave Soldiers (26%)
- Who are they?
- What are their attitudes towards cold and flu?
- What formats do they prefer?
- What influences their choice?
- Marketing message
Appendix – Internal Market Environment
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- Figure 58: Selected ailments suffered in the last 12 months, by demographics, 2009
- Figure 59: Action taken when suffering from flu with a slight temperature, by demographics, 2009
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- Figure 60: Attitudes towards health, by demographics, 2009
- Figure 61: Attitudes towards health, by demographics, 2009
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Appendix – Competitive Context
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- Figure 62: Vitamins and other supplements intake, by demographics, 2009
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Appendix – Brand Communication and Promotion
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- Figure 63: Above-the-line advertising expenditure on cold and flu remedies and decongestants, by company, 2005-09
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Appendix – Use of Cold and Flu Remedies
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- Figure 64: Usage of cold and flu remedies in the last 12 months, by demographics, 2009
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Appendix – Consumer – Format of Cold and Flu Remedies
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- Figure 65: Most popular types/formats of cold/flu remedies used in the last 12 months, by demographics, March 2010
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- Figure 66: Next most popular types/formats of cold/flu remedies used in the last 12 months, by demographics, March 2010
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Appendix – Consumer – Factors Influencing Choice of Cold/Flu Remedy
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- Figure 67: Most popular factors influencing choice of cold and flu remedies, by demographics, March 2010
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- Figure 68: Next most popular factors influencing choice of cold and flu remedies, by demographics, March 2010
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Appendix – Consumer – Attitudes towards Cold and Flu Remedies
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- Figure 69: Most popular attitudes towards cold and flu remedies, by demographics, March 2010
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- Figure 70: Next most popular attitudes towards cold and flu remedies, by demographics, March 2010
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Appendix – Target Groups
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- Figure 71: Target groups, by demographics, March 2010
- Figure 72: Types/formats of cold/flu remedies used in the last 12 months, by target groups, March 2010
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- Figure 73: Most likely factors influencing choice of cold and flu remedies, by target groups, March 2010
- Figure 74: Attitudes towards cold and flu remedies, by target groups, March 2010
- Figure 75: Repertoire of types/formats of cold/flu remedies used in the last 12 months, by demographics, March 2010
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