Executive Summary

Oct 2019
PROSPECTS
Consumer wariness towards chemicals extends to their children

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.

Emphasis on natural products creates a highly competitive category

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.

Biggest trends of 2019 include sleep aids and probiotics

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.

COMPETITIVE LANDSCAPE
Private label leads a top-heavy category

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 capitalises on perception as a hangover remedy

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.

Expect to see significant category shifts as leaders adjust their portfolios

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).

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Paediatric Consumer Health in the US

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Overview

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:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as: 

  • What is the market size of Paediatric Consumer Health in USA?
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  • What are the most popular formats for  treatments?
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Paediatric Consumer Health in the US - Category analysis

HEADLINES

PROSPECTS

Consumer wariness towards chemicals extends to their children
Emphasis on natural products creates a highly competitive category
Biggest trends of 2019 include sleep aids and probiotics

COMPETITIVE LANDSCAPE

Private label leads a top-heavy category
Abbott’s Pedialyte capitalises on perception as a hangover remedy
Expect to see significant category shifts as leaders adjust their portfolios

CATEGORY DATA

Table 1 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 2 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 3 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 4 NBO Company Shares of Paediatric Consumer Health: % Value 2015-2019
Table 5 LBN Brand Shares of Paediatric Consumer Health: % Value 2016-2019
Table 6 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 7 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Consumer Health in the US - Industry Overview

EXECUTIVE SUMMARY

Consumer demand for naturals stimulates both growth and competition
Preventative health remains a key focus
Key brands in OTC maintain their dominance
New positionings drive growth in vitamins and dietary supplements (VDS)
Continued growth expected over the forecast period, with high variations across categories

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventative medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources