米国における咳止め/のど薬の市場

Abstract

The cough and throat remedies market has undergone significant fluctuations during 2002-07, due mostly to the relative severity of annual cold/flu seasons. Yet, another cause of volatility came in 2007 and 2008 as the industry faced strong challenges from the U.S. Food & Drug Administration (FDA) regarding the efficacy and safety of children' s remedies, which resulted in a late 2007 voluntary recall of infant' s cough formulas. In addition, the market waits further decisions from the FDA about formulas for children aged 2-6 years, as well as impending legislation seeking to curb abuse of remedies based on dextromethorphan (DXM), the passing of which will certainly affect sales in the coming years. Beyond a detailed analysis of these factors, this report also addresses:

• the impact on remedy sales of population growth among children, women, and the elderly
• possible strategies for turning the negative publicity surrounding children' s products into marketing advantages
• the competitive context for manufacturers, including brand qualities that set the leading players apart from the rest of the market
• detailed exploration of usage of cough and throat remedies, as well as attitudes and motivations among respondents to Mintel' s exclusive consumer survey and analysis of the Simmons NCS
• new product trends, including the rise of natural/drug-free/homeopathic or otherwise alternative remedies
• Furthermore, this report highlights trends that will set the pace for the future of the industry, and identifies methods for remaining competitive in this dynamic market.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Sales data
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• A fluctuating market
• Natural/alternative remedies likely to surge
• Lozenges sell most, sidestepping restrictions
• Drug stores will continue to lead retail market
• Incidence of cold/flu, population factors, sales restrictions dictate sales
• Cadbury leads market, many other players face restrictions
• The people
• Market Size and Forecast
• Key points
• Seasonal severity drove fluctuating sales during 2002-07
• Bans, restrictions, legislation present future challenges
  • Figure 1: FDMx and c-store sales and forecast of cough and throat remedies, 2002-12
  • Figure 2: FDMx and c-store sales and forecast of cough and throat remedies at 2007 inflation adjusted prices, 2002-12
• Competitive Context
• Homeopathic/natural alternatives to OTC medicines
• Cadbury' s Halls transcends restrictions, outsells all other OTCs
• Segment Performance
• Key points
• Drops outsell syrups and sore throat remedies
• Sales by segment
  • Figure 3: U.S. FDMx sales and forecast of cough and throat remedies at current prices, by segment, 2002-12
  • Figure 4: U.S. FDMx sales of cough and throat remedies, by segment, 2005 and 2007
• Segment Performance--Cough Drops
• Key points
• Convenience, utility drive sales of cough drops
  • Figure 5: U.S. FDMx sales and forecast of cough drops, 2002-12
• Segment Performance--Cough Syrup
• Key point
• Syrups face the biggest hurdle
  • Figure 6: U.S. FDMx sales and forecast of cough syrup, 2002-12
• Segment Performance--Sore Throat Liquid
• Key points
• Spray anesthetic properties undercut by strip technology
  • Figure 7: U.S. FDMx sales and forecast of sore throat liquid, 2002-12
• Retail Channels
• Key points
• Drug stores remain preferred cough and throat remedy retailer
  • Figure 8: U.S. sales of cough and throat remedies, by retail channel, 2005 and 2007
• Retail Channels--Drug Stores
• Key points
• Pharmacies will play larger role in OTC sales
• Store brands represent opportunity for drug chains
  • Figure 9: U.S. sales of cough and throat remedies through drug stores, 2002-07
• Retail Channels--Other Channels
• Key points
• Other retailers face similar challenges
  • Figure 10: U.S. sales of and throat remedies at other* retail channels, 2002-07
• Market Drivers
• Incidence of cold and flu
• Key points
• Details
  • Figure 11: U.S. seasonal flu severity, 2002-07
• Women, children, and older populations impact market
• Key points
• Key demographics
  • Figure 12: Female population by age, 2003-13
  • Figure 13: Population by age, 2003-13
• Restrictions on children' s formulations hamper sales
• Key points
• Details
  • Figure 14: Usage of children' s cough and cold products, 2000-07
  • Figure 15: Opinions on safety of children' s remedies, by parents of children greater than 6 years, 2007
• Leading Companies
• Key points
• FDMx market dominated by Cadbury and Wyeth
• Smaller players
  • Figure 16: Sales of leading cough and cold remedy manufacturers, 2005 and 2007
• Brand Share--Cough Drops
• Key points
• Halls leads; other brands benefit from similar non-medicated positioning
  • Figure 17: FDMx brand sales of cough drops in the U.S., 2005 and 2007
• Brand Share--Cough Syrup
• Key points
• Syrup manufacturers face uphill battle in recalls and restrictions
  • Figure 18: FDMx brand sales of cough syrup in the U.S., 2005 and 2007
• Brand Share--Sore Throat Liquid
• Key points
• Recall, pending FDA decision negatively affect throat liquids
  • Figure 19: FDMx brand sales of sore throat liquid in the U.S., 2005 and 2007
• Brand Qualities
• Halls fends off lozenge competition with strong branding
• The battle to claim long-lasting cough relief
• Innovation and Innovators
• Cepacol unveils one-shot relief
  • Figure 20: Cepacol Dual Relief Spray television ad, 2008
• Mucinex targets parents with new melts in children' s flavors
• Reformulations
• Natural/homeopathic/drug-free
• Multi-symptom
• Children' s formulations
• Product claims
  • Figure 21: Number of cough and throat remedy product claims, by type, 2003-08
• Product launches by company
  • Figure 22: Number of cough and throat remedy product launches, by company, 2003-08
• Advertising and Promotion
• Overview
• TV ads--adult remedies
  • Figure 23: Cepacol Maximum Numbing lozenges television ad, 2008
  • Figure 24: Chloraseptic liquid lozenges television ad, 2008TV ads--children' s remedies
  • Figure 25: Delsym Children' s cough suppressant television ad, 2008
  • Figure 26: Mucinex Cough Mini-melts television ad, 2008
  • Figure 27: Nighttime Triaminic Thin Strips television ad, 2008
• Usage
• Cough syrup
  • Figure 28: Usage of cough syrup, by gender and age, May Figure 29: Preferred types of cough syrup, by gender and age, May 2006-June 2007
• Sore throat products
  • Figure 30: Usage of sore throat products, by gender and age, May 2006-June 2007
  • Figure 31: Preferred kinds of sore throat products, by gender and age, May 2006-June 2007
• Children' s products
  • Figure 32: Usage of sore throat products, by gender and age, May 2006-June 2007
• Attitudes and Motivations
• Attitudes towards cough and throat remedy purchases
  • Figure 33: Attitudes towards cough and throat remedy purchases, by gender and age, March 2008
  • Figure 34: Attitudes towards cough and throat remedies, by gender and age, March 2008
• Source of cough and throat remedy purchases
  • Figure 35: Preferred purchase locations of cough and throat remedies, by gender and age, March 2008
• Interest in natural/organic cough and throat remedies
  • Figure 36: Usage of natural/organic cough and throat remedies, by gender and age, March 2008
• Forms of cough and throat remedies that would be considered
  • Figure 37: Preferred types of natural/organic cough and throat remedies, by gender and age, March 2008
• Race and Ethnicity
• Usage of cough/sore throat
  • Figure 38: Purchase incidence of, by race/ethnicity, December 2007
  • Figure 39: Preferred types of cough syrup, by race/ethnicity, May 2006-June 2007
  • Figure 40: Usage of sore throat products, by race/ethnicity, May 2006-June 2007
  • Figure 41: Preferred types of sore throat products, by race/ethnicity, May 2006-June 2007
  • Figure 42: Preferred kinds of sore throat products, by race/ethnicity, May 2006-June 2007
• Preferred delivery format for throat remedies
  • Figure 43: Preferred kinds of sore throat products, by race/ethnicity, March 2008
  • Figure 44: Usage of sore throat products, by race/ethnicity, May 2006-June 2007
  • Figure 45: Preferred types of children' s cough/cold products, by race/ethnicity, May 2006-June 2007
  • Figure 46: Forms of sore throat remedies that would be considered, March 2008
• Attitudes toward cough and throat remedies
  • Figure 47: Attitudes towards cough and throat remedy purchases, by race/ethnicity, March 2008
  • Figure 48: Attitudes towards cough and throat remedies, by race/ethnicity, March 2008
• Place of purchase
  • Figure 49: Preferred retail locations for purchases of cough and throat remedies, by race/ethnicity, March 2008
• Natural/organic preferences
  • Figure 50: Usage of natural/organic cough and throat remedies, by race/ethnicity, March 2008
• Appendix: Other Useful Consumer Tables
• Usage
  • Figure 66: Preferred types of sore throat products, by gender and age, May 2006-June 2007
  • Figure 67: Preferred kinds of sore throat products, by gender and age, March 2008
  • Figure 68: Preferred types of children' s cough/cold products, by gender and age, May 2006-June 2007
• Usage frequency
  • Figure 69: Usage frequency of cough syrup, by gender and age, May 2006-June 2007
  • Figure 70: Usage frequency of sore throat products, by gender and age, May 2006-June 2007
• Brands
• Popularity of brands
  • Figure 71: Preferred types of cough syrup, by gender and age, June 2007
  • Figure 72: Preferred types of sore throat products, by gender and age, June 2007
• Appendix: Trade Associations