Consumers Put their Faith in Complementary Medecines

Latest research from Mintel in the UK sees the complementary medicines market rising almost 60% in the last five years to reach £130 million.

Despite this rapid rate of growth, the market slowed somewhat in 2002, held back by the manufacturers' need to invest only in products that would meet new legislative requirements and a related decline in promotion as brands were consolidated. In addition, some negative publicity regarding either the strength of herbal remedies, or the lack of efficacy of homeopathic remedies and aromatherapy oils discouraged some consumers from entering the market. However, this is likely to only be a temporary lull, as many new companies are looking to expand into the category once the new legislative framework is in place. Mintel is forecasting that total market will grow by 45% over the next five years to reach £188 million. Market growth will pick up in 2003 and 2004, although manufacturers may have to work harder to persuade more cynical consumers of the efficacy of their products. 'Taking a more 'scientific' approach could be a double-edged sword in that it will bring them into competition and perhaps conflict with highly researched conventional medicines which have far greater financial backing and are used to investing heavily in research, NPD and advertising' comments Amanda Lintott, Consumer Analyst.

Herbal medicines dominate the market accounting for almost 60% of the sector value. Homeopathic remedies retained a static market share in 2000 and 2003, as they have failed to move into the mainstream as quickly as herbal remedies. Nevertheless, the sector has successfully drawn in new consumers, especially for products to treat ailments associated with stress and modern lifestyles. Aromatherapy essential oils have a declining sector share, as consumers take up the benefits of aromatherapy in toiletry products rather than in oil form. If anything has held back the sales of essential oils, it has been the success of toiletry and other products based on aromatherapy principles, which offer the pleasant fragrances without the potential mess and difficulty of dealing with oils.

Just over a fifth of the population have faith in homeopathic medicines, which rises to over a quarter of women, a further 12% prefer to treat illness with herbs. Over 50% of adults sometimes visit an alternative health practitioner (eg osteopath or aromoatherapist), which increases to around two thirds of men, this compares to just 44% of women.

In terms of general attitudes towards health, 80% of adults say they have to be really ill to go to a doctor, while 56% say that when they have an ailment they simply wait for it to go. Around a third of the population take vitamins and/or a dietary supplement every day. Just 17% have a periodic check-up even though they are fine and have no serious ailments.

Having a periodical check-up is far more popular among other European nationalities (including France, Germany, Italy and Spain) than among British adults, who are also the least likely to say they really look after their health. 'It is clear that the 'prevention rather than cure' message has some way to go in Britain, even among those already favourable towards complementary products' comments Amanda Lintott.

Conditions most likely to be considered suitable for treatment with alternative remedies are those which are either not easily treated by conventional medication (eg back pain 28%, sleep problems and stress 25%) and/or where the conventional option may be considered to be too strong or have too many side effects. Coughs, colds and flu at 28% provide the exception here, appearing high in the list most likely because these conditions are so common. Of course, in the case of coughs, colds and flu, it is likely many consumers will use conventional medicine (eg paracetamol) to relieve symptoms, while using alternative medicine (eg echinacea) in a bid to speed recovery. Indeed, 30% of consumers feel that alternative medicines can work in tandem with traditional medication to treat or speed recovery. Despite manufacturers of unlicensed remedies only being able to claim 'health maintenance' on the packs and promotional materials, only 16% of respondents would consider alternative medicine as a preventative measure. It is also clear that alternative medicine, as a general category, is viewed as suitable for minor ailments, with just 8% saying they would consider using it to treat serious or terminal illness.

Recommendation, particularly from family and friends (42%) is the most important reason for considering taking or taking alternative medicines. Information from the media (35%) is also an important consideration, while three in ten state that they would consider such medicine if recommended by a pharmacist or other medical practitioner or specialist. Some 36% of consumers believe that doctors should recommend more use of alternative medicines, and just over a third believe that such medicine should be available on the NHS. Lack of information appears to be a significant consumer concern in this area with over a quarter of consumers believing that pharmacists should provide more information on alternative medicines. Almost a fifth of consumers worry about the possible side effects from alternative medication. Around one in five state that they prefer to take natural products for their ailments, the same number worry about the possible side effects from standard medication. By contrast, some 18% say that they have tried conventional medicine which has not worked.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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