[英文調查報告書] 英國兒童用OTC藥品市場：2009年

About this report

Key findings

By 2014 it is estimated that there will be 11.9 million children aged 0-15-years-old. That’s almost half a million more than in 2009. Alongside a drop in the number of GP appointments for children and move towards pharmacist-led medication, the rising child population will contribute to the £20 million growth of the market to 2014.

More than three quarters of the 29 million parents (with children under 16-years-old) buy medicine or healthcare products for their children that have been recommended to them. This highlights the importance of the role of doctors and pharmacists in driving product awareness.

More than 26 million parents have bought medicine or medicated products in the last 12 months for their children. This is testament to the incidents of minor illness amongst the under 16s.

As far as 3 million parents are concerned, a child’s health is priceless. These parents buy whatever they believe works regardless of price

There is a ready supply of children’s medicines in the bathroom cabinets of 14 million parents. Having medicines on standby offers reassurance to parents who can react quickly to their children’s symptoms.

Parents of children aged 0-4-year-olds are more likely to buy medicines from the local pharmacy. Putting an ill baby/toddler into the car and driving to a large supermarket with a pharmacy might prove more trying than going to the local pharmacy.

Issues in the Market
Key findings
Definition
Abbreviations
Market in Brief
Growing children' s population, stagnating medicine market
The impact of MHRA
Pharmacists play an integral role
Can' t put a price on health
Heavily branded market
Future outlook
Internal Market Environment
Key points
Child health
Children' s asthma and eczema
GP consultations in decline
- Figure 1: Average number of NHS GP consultations per person per year, by gender and age, Great Britain, 1997 to 2007
Absence from school
- Figure 2: Absence rates as reported in school census, % of days, 2006-08
The role of the internet
- Figure 3: Broadband usage, by presence of children, 2008
- Figure 4: Influence of the media amongst parents, 2004-08
Online chemist
Sources of advice or information
- Figure 5: Sources of advice or information regarding health issues, 2008
Looking for alternatives
Broader Market Environment
Key points
Child population
- Figure 6: UK child population, by age and gender, 2004-14
Impact of siblings/family size
Child immunisation
- Figure 7: Percentage of children immunised by their second birthday, England 1992/93-2002/03
Risk of outbreaks rising
Vaccination, regulation and education
Changes in legislation
OTC cold and flu medicines
Impact for children' s OTC market
Competitive Context
Key points
Market in OTC context
Prescription medicine
Healthcare or toiletries?
Sporting injuries... and celebrities
Strengths and Weaknesses
Strengths
Weaknesses
Market Size and Forecast
Key points
Market growth impeded
- Figure 11: UK retail value sales of children' s OTC and healthcare products, 2004-14
Future
Segment Performance
Key points
Sector sales trends
- Figure 12: UK retail value sales of children' s OTC and healthcare products, by sector, 2007-09
Market to grow on the defensive?
MHRA recommendations see market cool
Prevention rather than cure
Rash of growth amongst young children
Fast reactions to opportunities for growth
Market value by product format
- Figure 13: UK retail value sales of babies' and children' s OTC products, by format, 2007-09
Market Share
Key points
Retail sales by manufacturer
- Figure 14: Manufacturers' shares in the UK babies' and children' s OTC market, 2007-09
The importance of brand promotion
Fever warms sales
MHRA impact sales for Reckitt Benckiser
Trust Boots
Companies and Products
- Figure 15: Major brands in the UK babies' and children' s OTC market, 2008
Bayer HealthCare
Chefaro
DDD Group
Forest Labs
GlaxoSmithKline
Johnson & Johnson
Kobayashi
Novartis
Reckitt Benckiser
SSL
Thornton & Ross
Other
Zirtek
Koolpak
Schwabe Pharma
Badger
Lanes Health
Nelsons
Weleda
Ransom Consumer Healthcare
Retailer own-labels
Boots
Tesco
Sainsbury
Brand Communication and Promotion
Key points
Topline adspend
- Figure 16: Main monitored media advertising spend on children' s OTC, 2006-09
Advertiser
- Figure 17: Main monitored media advertising spend on children' s OTC, % by leading advertiser, 2006-09
Head lice targeted
Media type
- Figure 18: Main monitored media advertising spend on children' s OTC, % by media type, 2006-09
Channels to Market
Key points
Retail distribution of children' s OTC
- Figure 19: Retail distribution of the UK market for children' s OTC, 2007-09
Chemists and drugstores dominate
Steady growth for supermarkets
Healthy growth for low-value health food stores
Purchase of Non-Prescription Pharmaceuticals
Key points
Purchasing habits
- Figure 20: Source of purchase of non-prescription pharmaceuticals and chemist products, 2006-08
Healthy profile for supermarkets
Internet evolves
Drug stores -- for infant/junior care
Age and socio-economic status count
- Figure 21: OTC/healthcare shoppers, by demographic group, 2009
Potential retail initiatives
Children' s OTC Medicines Purchased in the Last 12 Months
Key points
- Figure 22: Purchase of children' s medicines and medicated products in the last 12 months, April 2009
Parents suffer too
- Figure 23: Illnesses suffered from by adults aged 15+ in the last 12 months by demographics, 2008
Prescriptive opportunity
- Figure 24: Comparison of influence of recommendation by all parents and those who have bought a prescribed medicine for their child in the last 12 months, April 2009
Consumer Purchase Influence
Key points
Recommendation is the biggest influence
- Figure 25: Factors that influence the purchase of children' s medicine and medicated products, April 2009
- Figure 26: Difference in purchase motivation between all parents and those who are influenced by recommendations, April 2009
Advertising less effective than word of mouth
Factoring in function, format and flavour
No contest between health and wealth
Appendix
ACORN
Advertising data
Appendix -- Internal Market Environment
- Figure 30: Advice sought on health of children, by age of children, 2008
Appendix -- Broader Market Environment
- Figure 31: Age of children by individual year, 2009
- Figure 32: Adults aged 15+ who are parent/guardian to any children aged 0-15-year-olds, 2008 & 2009
Appendix -- Purchase of Non-Prescription Pharmaceuticals
- Figure 33: Purchase of non-prescription pharmaceuticals and chemist products, 2008
Appendix -- Children' s OTC Medicines Purchased in the Last 12 Months
- Figure 34: Purchase of children' s medicines and medicated products in the last 12 months, by demographics, April 2009
Appendix -- Consumer Purchase Influence
- Figure 35: Most popular factors that influence the purchase of children' s medicine and medicated products, by demographics, April 2009
- Figure 36: Next most popular factors that influence the purchase of children' s medicine and medicated products, by demographics, April 2009 (continued)
- Figure 37: Parents who are guided by recommendation from the doctor/nurse or pharmacist or family/friend, by demographics, April 2009

英國兒童用OTC藥品市場：2009年

Children's OTC Products - UK - August 2009

About this report

Key findings