Calpol drives forward children's medicine category in grocery
Seven and three quarter million consumers purchased kids pain relief in the last year, which is an additional 550,000 on the previous year, and the average spend per person is rising - up 50p to £6.48. GSL accounts for half of value sales of paediatric analgesics with major multiple grocery outlets driving growth.
 Calpol, the number one selling children's medicine, commands a dominant share of the children's pain and fever market. Owning over a 60% value market share and with a market value of over £41 million, the brand is quickly moving from strength to strength with the introduction of new products and its core offering switching from P to GSL.
At the heart of the Calpol brand is its Infant Suspension 100ml bottle (paracetamol), which is also available in a sachet format both in original and sugar free and in GSL formats. In addition, the makers of Calpol produce Calprofen (an Ibuprofen) which is demonstrating significant growth with sales currently increasing by around 35% year on year and up by 114% in the latest 4 weeks. Calprofen's recent switch of the 100ml bottle from P to GSL also means that sales of Calprofen are likely to accelerate further as it becomes more widely available, alongside Calpol Infant Suspension and Calpol SixPlus Suspension sachets and Fastmelts 12s (paracetamol).
The current children's medicine market, an important profitable category for grocery retailers, is set to grow as more parents turn to self-treating their children. Research shows that parents choose to buy medicines from grocery outlets as they know that they can stock up on everything they need under one roof without any fuss.
Brand Manager, Caroline Swinhoe says: "With today's busy parents opting for self-medication, Calpol's strong market position coupled with the availability of Calpol Infant Suspension and Calprofen bottles in GSL means that the brand ensures long term profit opportunities for retailers."
Calpol is a trusted pain and fever remedy for children and has been a household name for over 42 years. Paracetamol suspension is the most widely used OTC remedy for children, with Calpol the most popular brand. Calpol is also a popular choice for healthcare professionals: in a survey of midwives and health visitors, 76% specifically recommended Calpol.
Innovating and Extending into New Territories
Calpol's strength in the children's pain and fever market is testament to its heritage and commitment to meeting the changing needs of twenty-first century parents. Importantly, Calpol continues to innovate providing high quality products that parents want. The brand recently branched out of the pain and fever market and into the first aid category with the launch of the Calpol Digital Ear Thermometer.
With healthcare professionals recommending digital ear thermometers as the most accurate way to take a baby's temperature and with parents increasingly taking an active role in diagnosing and treating their children's minor ailments, the thermometer category is set to grow.
Caroline Swinhoe, Brand Manager for Calpol says: "We have made significant investment to drive both the pharmacy and grocery market for Children's Medicines towards its full potential for a number of years. We anticipate the launch of the Calpol Digital Ear Thermometer will add another profitable dimension to the House of Calpol, ensuring long term growth opportunities for retailers."
Voted number One by Mums
A reflection of its popularity with mums: Calpol has been voted winner' by the reader's of leading parenting magazine Mother & Baby for eight consecutive years. Winning this high profile award helps boost sales of Calpol by driving mothers in-store.
The GSL Range
The GSL range includes Calpol Infant Suspension (120mg/5ml Paracetamol) 100ml bottle, Calpol Infant Suspension (120mg/5ml Paracetamol) sachets, Calprofen (100mg/5ml Ibuprofen) 100ml bottle, Calprofen (100mg/5ml Ibuprofen) sachets, Calpol Six Plus sachets and Fastmelts (250mg paracetamol per tablet) 12 pack.
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For further information please contact:
McNeil Product Ltd
customer service number
Tel: 01628 821 327 |
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