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From headaches to hayfever, cold sores to cystitis, UK consumers are all too willing to self-diagnose ailments and buy treatments for them. Items such as paracetamol, aspirin, indigestion relief and allergy remedies are commonly kept in bathroom cabinets for when they are needed. According to BMRB, 25% of people keep five minor ailment remedies at home 'just in case'.

The need for these medicines is on the rise, and this is reflected in the growth of this market over the past five years. The sector will be worth £698m in 2008, a rise of 24% since 2003, according to Mintel.

The market covering over-the-counter (OTC) minor ailment remedies is diverse, and includes both pharmacy-only products and those that can be sold in any premises. It excludes prescription-only medicine, and is highly segmented with a range of manufacturers operating across it.

Widespread internet access has led to a rise in consumers' health knowledge, meaning that they are more likely to seek out treatments. Access to remedies is also becoming easier. In-store pharmacies and chemists are extending their opening hours, and use of online stores is on the rise.

Hayfever and allergy remedies account for the biggest segment within this broad sector, although sales are highly weather-dependent. However, according to Allergy UK, the pollen-releasing hayfever season is extending due to climate change. GlaxoSmithKline is the leading manufacturer in this market. It produces the Piriton and Piriteze brands, which are aimed at the whole family.

Thrush and anti-fungal treatments are the second-biggest category, with sales valued at £93m. Bayer's Canesten is the leading thrush treatment brand, and Canesten Duo, a pill and cream remedy, has been heavily advertised.

However, according to TGI, the ailment most often complained about is back pain. Government esti-mates suggest that one in seven people suffers from it at some point in their lives. There has been considerable product activity such as topical relief in the form of patches, spray and gel.

New product development has been rife in the sector, and has tended to concentrate on one of three areas: speed of response, ailment prevention and natural ingredients. These fit with broader trends seen across many sectors, as consumers look for convenience and to save time, as well as being more aware of the sourcing of products and showing a desire to move to organic ingredients.

The ageing population opens up opportunities for this sector, as it can target ailments particular to this age group such as insomnia and rheumatism. However, on the downside, the over-65s qualify for free prescriptions so are more likely to go to their doctor than self-diagnose. Prescription medicines are the biggest competitor to this sector.

The sector is, however, relatively immune to recession, as people will continue to buy the products if the need is there. However, some impact may be felt at the premium end if consumers decide to trade down, especially as own-label options grow.

There is some crossover with homeopathic and complementary medicines, although it remains a niche area. Women are the more likely to buy into these type of remedies and are particularly keen on natural variants to treat their children's complaints such as head lice.

By 2013 this market is predicted to be worth £786m, a rise of 13% (at current prices) on 2008, according to Mintel.