What’s driving movement in the consumer healthcare market?
Overall, over the counter categories have grown in value by 2.3% but unit sales are almost flat at 0.2%. However, this is encouraging given the deflationary environment experienced in the UK.
Pain Relief is the biggest OTC category and showed modest value growth of 1.8%. All growth came from paediatric and topical analgesics while adult oral pain relief declined by -0.5%.
The cough, cold and sore throat category enjoyed 16% value growth in 2014/15 due to a strong winter cold and flu season. In the 52 weeks to 23.04.16 it remained almost flat in units (+0.2%) and all value growth came from slightly higher average prices.
The gastrointestinal category showed value growth of 3.0% while unit sales declined (-0.6%). Most of the value growth came from one newly switched product which contributed £8.5m.
The smoking cessation market is in long term decline, however it showed some recovery in value in 2015/16 – growing by 4.3% while unit sales remained in marginal growth (0.8%).
Vitamins and minerals showed a strong and stable performance, growing in value +2.5% and in units +2.2%. Children and Baby vitamins and minerals contributed the most towards this growth.