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(Medical-NewsWire.com, February 23, 2016 ) Illness is prevalent among children, as 90% of children younger than 12 experienced some type of ailment 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) pediatrics market has continued to grow after a series of product recalls in 2010-13, as parents’ confidence in familiar brands has returned. When it comes to illness, parents will spend on products to help their children feel better and some are seeking out natural remedies as a safer alternative.
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Table of Content
Overview
What you need to know
Definition
Executive Summary
The issues
New parents are purchasing fewer medications than those with parenting experience
Figure 1: Children’s OTC medication purchased in past year, by first time parents, November 2015
Home remedies compromise OTC medication use
Figure 2: Attitudes towards treating with a home remedy, November 2015
Parents may not choose any remedies to treat mild ailments
Figure 3: Attitudes towards not treating ailments, November 2015
The opportunities
Natural remedies offer a safe alternative for parents
Figure 4: Attitudes toward purchasing natural remedies, by number of children in the household, November 2015
Electrolytes segment is primed for new product introductions
Figure 5: Segment share of MULO RTD baby electrolytes, 52 weeks ending Nov. 1, 2015
Parents are interested in the advice of experts
Figure 6: Interest in retail health clinics, November 2015
What it means
The Market – What You Need to Know
OTC pediatrics have solid growth in 2015, continued growth projected
Non-treatment and home remedies are competition for OTC pediatrics
Kids are likely to get sick, and where they live impacts their ailment
Fewer households with children, yet more babies being born in the US
Market Size and Forecast
OTC pediatrics experiences solid growth in 2015, projected to continue
Figure 7: Total US sales and fan chart forecast of OTC pediatrics, at current prices, 2010-20
Figure 8: Total US sales and forecast of OTC pediatrics, at current prices, 2010-20
Market Breakdown
Almost half of sales are outside of drug stores and supermarkets
Figure 9: Total US retail sales of OTC pediatrics, by channel, at current prices, 2013 and 2015
Market Perspective
Some parents choose not to treat ailments
Figure 10: Attitudes towards not treating ailments, November 2015
A home remedy can be used in place of OTC medications
Figure 11: Attitudes towards treating with a home remedy, November 2015
Market Factors
Kids get sick
Figure 12: Children’s ailments experienced, November 2015
Number of households with children still waning; yet total children rises
Figure 13: Households, by presence of own children, 2005-15
Figure 14: US population, by child’s age, 2010-20
Figure 15: Annual births and fertility rate, 2004-14
Where children live impacts the types of ailments experienced
Figure 16: Children’s ailments experienced, by region, November 2015
Key Players – What You Need to Know
J&J leads the pack in the OTC pediatric market
Cold, cough, allergy, electrolytes and natural remedies are succeeding
Pedicare struggles; vitamin, mineral and supplement sales stagnate
New formats of OTC pediatrics and probiotics will grow the market
Manufacturer Sales of OTC Pediatrics
J&J maintains its lead in sales of OTC pediatrics
Figure 17: MULO sales of OTC pediatrics, by leading companies, rolling 52 weeks 2014 and 2015
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What’s Working?
Cold, allergy, cough, nasal is the largest segment
Figure 18: Total MULO sales for children’s OTC pediatric remedies, by segment, rolling 52 weeks 2015
Figure 19: MULO sales of select cold, cough, nasal remedies, rolling 52 weeks 2014 and 2015
Figure 20: MULO sales of select children’s allergy brands, rolling 52 weeks 2014 and 2015
Brand familiarity keeps J&J brands top in pain and fever relief
Figure 21: MULO sales of internal analgesics, by leading companies, rolling 52 weeks 2014 and 2015
Baby electrolytes market controlled by Abbott
Figure 22: MULO sales of RTD baby electrolytes, by leading companies and brands, rolling 52 weeks 2014 and 2015
Natural brands Hyland’s and Maty’s experience solid growth
Figure 23: MULO sales of select Homeopathic brands, rolling 52 weeks 2014 and 2015
What’s Struggling?
Prestige Brands’ Pedicare see sales dip across all segments
Figure 24: MULO sales of PediaCare products, rolling 52 weeks 2014 and 2015
Vitamins, minerals, and supplement sales stagnate
Figure 25: MULO sales of vitamins, minerals, and supplements*, by leading companies and brands, rolling 52 weeks 2014 and 2015
What’s Next?
Oxy Bump delivers oxygen-powered relief to children’s nose and throat
Parents proactively treating child’s gut health
Lollipop formats of medicated relief could appeal to children
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