consumers of cough, cold & flu remedies · (minimum category sample = 9513 consumers) in 2011,...
TRANSCRIPT
©Analytix Business Intelligence 2012
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SOUTH AFRICA BRAND REPORT
– CONSUMERS OF COUGH, COLD & FLU REMEDIES –
COMPILED: FEBRUARY 2012
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REPORT OVERVIEW
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Compiled: February 2012
(83 pages)
This comprehensive report examines the South African cough, cold and flu remedy segment:
Historical market sales (past 5 years), Sales forecasts until 2014, Local consumer/market
trends (2009-2011), Competitor analysis of key brands in the segment, Detailed consumer geo-
demographic profiling, Cellphone, Internet, Lifestyle and Media Consumption (2011).
The consumer analysis is based on the latest annual consumer survey among a nationally
representative sample of more than 25,000 people - All Media and Products Survey conducted
by the South African Advertising Research Foundation.
Some of the key questions the report will help you to answer are:
What are the historical market sales and forecasts until 2014?
Who are the key players and brands in the market and how are they positioned?
What are the important consumer and market trends that should be included in your business strategy?
Who are the users (and non users) of cough, cold and flu remedies? e.g. age, gender, affluence, life-
stage, geographics
How do you engage with them? e.g. lifestyle, internet, sports, music interests
What media do you use to communicate to them? e.g. TV, radio, newspapers, magazines
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REPORT OVERVIEW
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It provides a comprehensive consumer profile of the entire cough, cold and flu remedy segment
(minimum category sample = 9513 consumers) in 2011, as well as a detailed segmentation by
brand, namely: Advil CS; Alcophyllex; Benylin; Borstol; Chamberlain’s; Corenza C; LCC;
Lennon; Med-Lemon; Vicks; Woods.
Additional brands that are included in the market trends and geo-demographic trends analysis
of Cough, Cold and Flu remedies are Bronchoped, Dilinct, Grippon, and Solphyllex.
It examines in detail the demographics, lifestyle, media consumption and cell phone and
Internet usage of the cough, cold and flu remedy segment by brand, making it a vital reference
report for anyone wanting to understand this segment of the market.
Why purchase this market research report?
The report focuses on consumer-based intelligence – the most valuable brand asset
Provides a comprehensive analysis of the “big picture” with local consumer/market trends
83 page report with 80+ charts, graphs, tables
Salient points and key insights are highlighted and summarised in comment boxes on each page
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SCREENSHOTS FROM REPORT
83 page report with 80+ charts, graphs, tables and insights
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SAMPLE FROM REPORT AGE PROFILE
20% of cough, cold and flu remedy users were aged 30-39 years, compared to only 11% who were aged 60+.
Frequency 15-19 Years 20-24 Years 25-29 Years 30-39 Years 40-49 Years 50-59 Years 60+ Years
Users of cough, cold and flu remedy 1,982,272 2,090,194 1,916,103 2,866,609 2,314,333 1,599,415 1,629,918
Non-users of cough, cold and flu remedy 3,105,258 2,860,011 2,577,645 3,636,586 2,921,125 2,102,657 2,253,183
0%
20%
40%
60%
80%
100%
Users Non-users
14% 16%
14% 15%
13% 13%
20% 19%
16% 15%
11% 11%
11% 12%
Age profile of cough, cold and flu remedy users and non-users
60+ Years
50-59 Years
40-49 Years
30-39 Years
25-29 Years
20-24 Years
15-19 Years
Source: AMPS 2011A
Sample Sizes : 25 160 (total); 9 513 (Users); 15 647 (Non-users)
Note: all figures based on weighted numbers
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SAMPLE FROM REPORT BRAND PROFILE: LSM
42% of Corenza C users and 40% of Advil CS users were from LSM 9-10 households.
50% of LCC users and 49% of Borstol users were from LSM 5-6 households.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13% 6% 9% 8%
20% 13%
3%
32%
18% 15% 15% 15% 6%
40%
21%
41% 39%
49%
41%
21%
50%
36% 41% 42% 47%
26%
27%
33%
30% 31%
22%
31%
34%
14%
28% 26% 25% 24%
33%
20%
40%
19% 22%
9% 15%
42%
5%
17% 17% 17% 13%
35%
Brand profile of cough, cold and flu remedy users by LSM
LSM 9-10
LSM 7-8
LSM 5-6
LSM 1-4
Source: AMPS 2011A (Adults 15+ years)
Sample size: 9513 (brands of cough, cold and flu remedies taken in past 4 weeks)
Note: Analysis is based on unweighted numbers.
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SAMPLE FROM REPORT INTERNET ACCESS
Corenza C had the highest proportion of consumers who had accessed the Internet in the past 4 weeks (41%), past 7 days (37%) and
yesterday (26%).
Internet access in the past 4 weeks (9%), and in the past 7 days (7%) was lowest among LCC cough, cold and flu remedy users, while
Chamberlain’s had the lowest proportion of consumers who had accessed the Internet yesterday (4%).
Source: AMPS 2011A (Adults 15+ years)
Sample size: 9513 (brands of cough, cold and flu remedies taken in past 4 weeks)
Note: Analysis is based on unweighted numbers.
21%
37%
20%
23%
11% 11%
41%
9%
18%
21% 20%
18%
30%
18%
33%
17% 19%
9% 9%
37%
7%
16% 18%
17%
14%
26%
12%
25%
12% 12%
6% 4%
26%
5%
8%
12% 10%
8%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Internet access by cough, cold and flu remedy brand
Accessed Internet Pst 4 Weeks Accessed Internet Past 7 Days Accessed Internet Yesterday
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SAMPLE FROM REPORT TOP 3 DAILY NEWSPAPERS:
Advil CS Percentage
DE Daily Sun 10%
DA Beeld 8%
DA Son 5%
Alcophyllex Percentage
DE Daily Sun 20%
DE Sowetan 5%
DA Son 3%
Benylin Percentage
DE Daily Sun 18%
DE Sowetan 5%
DA Son 4%
Borstol Percentage
DE Daily Sun 18%
DA Son 5%
DE Sowetan 4%
Chamberlain's Percentage
DE Daily Sun 12%
DA Son 5%
DA Beeld 2%
Corenza C Percentage
DE Daily Sun 14%
DA Son 6%
DA Beeld 5%
LCC Percentage
DE Daily Sun 19%
DE Sowetan 5%
DE Citizen 1%
Lennon Percentage
DE Daily Sun 18%
DE Sowetan 8%
DA Son 4%
Med-Lemon Percentage
DE Daily Sun 17%
DA Son 5%
DE Sowetan 4%
Total Vicks Percentage
DE Daily Sun 15%
DA Son 6%
DE Sowetan 4%
Woods Percentage
DE Daily Sun 20%
DE Sowetan 4%
DA Son 2%
The Daily Sun (16%) was, by far, the most popular daily newspapers among cough, cold and flu remedy users, especially among
Alcophyllex and Woods users with a 20% readership.
Total users Percentage
Daily Sun 16%
Sowetan 4%
The Star 4%
Source: AMPS 2011A (Adults 15+ years)
Sample size: 9513 (brands of cough, cold and flu remedies taken in past 4 weeks)
Note: Analysis is based on unweighted numbers and average issue readership (AIR).