SOUTH AFRICA BRAND REPORT

Transcription

1 SOUTH AFRICA BRAND REPORT CONSUMERS OF COUGH, COLD & FLU REMEDIES COMPILED: FEBRUARY 2012

2 2 ANALYTIX HEALTHCARE EXPERTISE We have a cross-functional team of senior-level experts (medical practitioner, pharmaceutical, marketing and market research) that ensures in-depth consumer understanding and relevant industry insights are delivered For all projects, the senior exec team are involved hands-on from project and questionnaire design through to analysis and presentation Our smaller team allows us to provide significantly more affordable solutions and rapid turnaround times compared to our larger competitors We provide innovative, customised market research solutions based on consumercentric healthcare information and knowledge We have partnered with other healthcare service providers e.g. MEDpages to provide accurate and up-to-date industry information Companies benefit from our level 3 B-BBEE certification which allows for procurement recognition of 110%

3 REPORT OVERVIEW 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 ( ), Competitor analysis of key brands in the segment, Detailed consumer geodemographic 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, lifestage, 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 3

4 REPORT OVERVIEW 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 4

5 5 SCREENSHOTS FROM REPORT 83 page report with 80+ charts, graphs, tables and insights

6 SAMPLE FROM REPORT AGE PROFILE Age profile of cough, cold and flu remedy users and non-users 100% 80% 60% 11% 12% 11% 11% 16% 15% 19% 13% 13% 14% 15% 14% 16% 60+ Years Years Years Years Years Years Years 0% Users Non-users Frequency Years Years Years Years Years 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 of cough, cold and flu remedy users were aged years, compared to only 11% who were aged 60+. Source: AMPS 2011A Sample Sizes : (total); (Users); (Non-users) Note: all figures based on weighted numbers 6

7 SAMPLE FROM REPORT BRAND PROFILE: LSM Brand profile of cough, cold and flu remedy users by LSM 100% 90% 80% 70% 60% 50% 30% 27% 33% 19% 22% 30% 31% 41% 39% 9% 22% 49% 15% 31% 41% 42% 34% 5% 14% 50% 17% 17% 17% 13% 24% 28% 26% 25% 36% 41% 42% 47% 35% 33% LSM 9-10 LSM 7-8 LSM 5-6 LSM % 0% 13% 21% 6% 9% 8% 13% 21% 3% 32% 18% 15% 15% 15% 26% 6% 42% of Corenza C users and 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. 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. 7

8 SAMPLE FROM REPORT INTERNET ACCESS Internet access by cough, cold and flu remedy brand 45% 35% 30% 25% 15% 10% 5% 37% 33% 25% 23% 21% 19% 18% 17% 12% 12% 12% 11% 11% 9% 9% 6% 4% 41% 37% 26% 9% 7% 5% 18% 16% 8% 21% 18% 17% 18% 12% 10% 14% 8% 30% 26% 19% 0% Accessed Internet Pst 4 Weeks Accessed Internet Past 7 Days Accessed Internet Yesterday 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. 8

9 SAMPLE FROM REPORT TOP 3 DAILY NEWSPAPERS: Advil CS DE Daily Sun 10% DA Beeld 8% DA Son 5% Alcophyllex DE Daily Sun DE Sowetan 5% DA Son 3% Benylin DE Daily Sun 18% DE Sowetan 5% DA Son 4% Borstol DE Daily Sun 18% DA Son 5% DE Sowetan 4% Chamberlain's DE Daily Sun 12% DA Son 5% DA Beeld 2% Corenza C DE Daily Sun 14% DA Son 6% DA Beeld 5% LCC DE Daily Sun 19% DE Sowetan 5% DE Citizen 1% Lennon DE Daily Sun 18% DE Sowetan 8% DA Son 4% Med-Lemon DE Daily Sun 17% DA Son 5% DE Sowetan 4% Total Vicks DE Daily Sun 15% DA Son 6% DE Sowetan 4% Woods DE Daily Sun DE Sowetan 4% DA Son 2% Total users Daily Sun 16% Sowetan 4% The Star 4% 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 readership. 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). 9