There’s a split in how US parents view treating their children, as natural products see growing popularity from parents who want natural, holistic ways to treat their children, but persistent and steady growth from OTC products that parents know and trust, such as Johnson & Johnson’s Children’s Tylenol and Children’s Motrin. Increasingly a gap exists between these two categories of paediatric products, with both seeing consistent and positive growth even as products that fall in the middle decline in favour of either trusted OTCs or natural alternatives.
Children’s cough and cold is a highly competitive subcategory within paediatric products, as there are very few chemically-based products approved for use of children under five years. For very young children, the market for cough and cold is heavily dominated by brands such as Hyland’s and Zarbee’s that offer natural or homoeopathic options for children with a cold or the flu, and newer brands such as Maty’s that capitalise on honey-based solutions.
Across US consumers, sleep improvement and stress management is a highly important market driver in 2019, and this trend has percolated down to children, as parents are increasingly aware of the positive health and developmental benefits associated with a good night’s sleep. Just as parents struggle with the impacts that stress, busy lifestyles and screen time can have on their sleep patterns, they see these struggles in their children too, and are more than ever looking for natural products to help children both fall asleep faster and stay asleep longer.
Among OTCs, private label sales continue to lead category growth, with big name players such as Johnson & Johnson, Abbott, and Bayer AG close behind. Low barriers to entry among natural products has led to a proliferation of natural remedies that compete via clever marketing strategies and the appeal of chemical-free products with known, trusted brands such as Children’s Tylenol.
Abbott’s Pedialyte remains a category leader in digestive remedies, built on the twin pillars of popularity among parents for children with stomach ailments and among teenagers and young adults as a method for replacing electrolytes lost from excessive drinking. Abbott’s choice to embrace Pedialyte’s reputation as a hangover remedy has been hugely successful in the brand’s growth and is a key example of how OTC products can succeed by expanding their reach beyond traditional markets to capitalise on consumer trends.
Johnson & Johnson and Procter & Gamble have already reshuffled and redesigned their paediatric portfolios to greater capitalise on consumer trends in the US towards natural products and treatment options that de-emphasise chemicals, and other companies are following suit. Interestingly, big pharma companies such as Johnson & Johnson are also acquiring smaller, natural companies such as Zarbee’s as a way to diversify their portfolios without losing the small business appeal of the acquired company (Clorox has done the same with Burt’s Bees).
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Files are delivered directly into your account within a few minutes of purchase.
Discover the latest market trends and uncover sources of future market growth for the Paediatric Consumer Health industry in USA with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Paediatric Consumer Health industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.
The Paediatric Consumer Health in USA market research report includes:
Our market research reports answer questions such as:
This industry report originates from Passport: