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Cold, Flu, Cough and Throat Remedies - UK - July 2010

This report covers the UK consumer market for cold and flu remedies, cough remedies and decongestants (for ease of writing, sometimes referred to as winter remedied)

  • Consumer spend on OTC winter remdies has been sluggish in the last two years, not even benefiting from the threat of swine flu in 2009. Market value grew by 10% over 2005-10, to reach £532m. After a steep rise in demand in 2007, the market continued to grow in 2008 but then fell back slightly over the next two years.
  • So is recession to blame for this sluggish performance? There is some evidence that consumers are opting for own-label alternatives, as they can get similar products at a cheaper price, and this could have its roots in consumer caution.
  • Own-label shows potential for more growth. 42% of those who use cold and flu remedies are happy with stores’ own brands while brands matter to a quarter of users. So although the market is dominated by brands at present, with 85% share, this is a warning sign that more share will veer towards own-labels.
  • On the positive side, cold and flu remedies are an essential store cupboard item for many adults - 57% always have a supply at home. And they are widely used - half of all adults would treat flu with a slight temperature without consulting the doctor. However, a further 28% do nothing and simply wait for their symptoms to run their course. This illustrates an untapped market, where reluctant consumers could be encouraged to address the symptoms at an earlier stage.
  • Innovation is led by the market leaders who are building their ranges and brand presence by developing added-value products, supported by high profile advertising campaigns and commanding premium prices. They are differentiating by making their formulations more powerful, and either all-in-one combinations or more symptom specific products.
  • The outlook for cold and flu products is for renewed growth. The 25-34 age band is set to grow by 11.4% over 2010-15 to 9.1 million adults. These are higher than average sufferers of colds and flu so this will help to boost demand. For similar reasons, growth in the number of ABs in the population will also boost demand. There will be 18.8% more ABs in 2015 than in 2010.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Capturing custom back from own-brand
              • To duvet or not to duvet?
                • Warding off flu for the silver generation
                  • Update the message
                    • But does it really work?
                      • Get talking
                      • Market in Brief

                          • Figure 1: UK retail value sales of cold and flu and cough and throat remedies and percentage of adults who use, 2005-10
                        • Cold, flu and decongestant remedies dominate the market
                          • Figure 2: UK retail value sales of cold and flu and cough and throat remedies, by sector, 2005 and 2010
                        • Grocers taking share from pharmacists
                          • Figure 3: Retail distribution of decongestant, cough, cold and flu remedies, 2009
                        • Tablets the most popular format
                          • Own-brand will do the trick
                            • A stock in the cupboard
                              • Flu jabs more common in the elderly
                                • Three main customer typologies
                                  • Colds affect almost 31 million adults
                                    • Figure 4: Ailments suffered, 2004 and 2009
                                  • Consumers show confidence to self-medicate
                                    • Figure 5: Action taken when suffering from flu with a slight temperature, 2004-09
                                  • Population changes will favour growth of cold and flu remedies
                                    • Analgesics can fit the bill
                                      • Alternatives ineffective?
                                        • Strengths and weaknesses
                                          • New product development dominated by the leading brands
                                          • Internal Market Environment

                                            • Key points
                                              • Ailments suffered
                                                • Figure 6: Selected ailments suffered in the last 12 months, 2004-09
                                              • Colds and/or flu affect six in ten
                                                • Upwards trend for congestion
                                                  • Asthma tops five million sufferers
                                                    • Attitudes towards health
                                                      • Figure 7: Action taken when suffering from flu with a slight temperature, 2004-09
                                                    • Happy to self-medicate
                                                      • Herbal and homeopathic of low interest
                                                        • Traditional comforts
                                                          • Clear difference between colds and flu
                                                            • Attitudes towards health
                                                              • Figure 8: Attitudes towards health, 2004-09
                                                            • Greater awareness of health
                                                              • Healthcare begins at home
                                                                • Rushing through life
                                                                  • Few want alternative medicines
                                                                    • Vaccinations refused
                                                                      • Self-help encouraged by pharmacies
                                                                      • Broader Market Environment

                                                                        • Key points
                                                                          • Population trends
                                                                            • Figure 9: Trends in the age structure of the UK population, 2005-15
                                                                          • More 25-34s will swell demand
                                                                            • More kids so more colds
                                                                              • Figure 10: Trends in the socio-economic structure of the UK adult population, 2005-15
                                                                            • Self-medicating
                                                                              • Attitudes towards healthy lifestyles
                                                                                • Figure 11: Attitudes towards healthy lifestyles, 2008-10
                                                                              • Tiring of health advice?
                                                                                • But wanting to stay healthy
                                                                                  • Associations
                                                                                    • MHRA (mhra.com)
                                                                                      • British Medical Association (BMA)
                                                                                        • The Proprietary Association of Great Britain (PAGB)
                                                                                        • Competitive Context

                                                                                          • Key points
                                                                                            • What competes with cold and flu remedies?
                                                                                              • Figure 12: UK retail value sales of selected OTC remedies, 2005-10
                                                                                            • General painkillers good enough for some
                                                                                              • Old-fashioned remedies not so popular
                                                                                                • Vitamin intake
                                                                                                  • Figure 13: Vitamins and other supplements intake, 2003-09
                                                                                                • Vitamins to boost immunity
                                                                                                  • Eat well instead
                                                                                                    • Long-term decrease in taking vitamins
                                                                                                    • Strengths and Weaknesses

                                                                                                      • Strengths
                                                                                                        • Weaknesses
                                                                                                        • Who’s Innovating?

                                                                                                          • Key points
                                                                                                            • Figure 14: New Innovation in cold and flu relief, by product positioning, September 2008-April 2010
                                                                                                          • RB heads innovation ranking
                                                                                                            • Figure 15: New Innovation in cold and flu relief, by manufacturer, September 2008-April 2010
                                                                                                          • Innovation by format
                                                                                                            • Figure 16: New innovation in cold and flu relief, by format, September 2008-April 2010
                                                                                                        • Market Size and Forecast

                                                                                                          • Key points
                                                                                                            • No boom, despite swine flu
                                                                                                              • Figure 17: UK retail value sales of cold and flu and cough and throat remedies, 2005-15
                                                                                                            • Market dented by promotional activity and growth of own-label
                                                                                                              • Forecast
                                                                                                              • Segment Performance

                                                                                                                • Key points
                                                                                                                  • Cold and flu medicines set the pace
                                                                                                                    • Figure 18: UK retail value sales of cold and flu and cough and throat remedies, by sector, 2005-10
                                                                                                                  • Cold and flu fluctuating demand
                                                                                                                    • Figure 19: UK retail value sales of cold and flu remedies, 2005-15
                                                                                                                  • Decongestants benefit from summer sales
                                                                                                                    • Figure 20: UK retail value sales of decongestants, 2005-15
                                                                                                                  • Tough times for cough remedies
                                                                                                                    • Figure 21: UK retail value sales of cough remedies, 2005-15
                                                                                                                  • Medicated confectionery slow growth
                                                                                                                    • Figure 22: UK retail value sales of medicated confectionery, 2005-15
                                                                                                                  • Cold and flu remedies by format
                                                                                                                    • Figure 23: UK retail value sales of cold and flu remedies (excl. decongestants), by format, 2007-09
                                                                                                                  • Consumers take comfort in familiar hot drinks
                                                                                                                    • Capsules press ahead
                                                                                                                      • Tablets lose share
                                                                                                                        • Liquids developing
                                                                                                                        • Market Share

                                                                                                                          • Key points
                                                                                                                            • Cold and flu remedies brand share
                                                                                                                              • Figure 24: Brand shares of cold and flu remedies, 2008 and 2009
                                                                                                                            • Brand shares of decongestants
                                                                                                                              • Figure 25: Brand shares of decongestants, 2008 and 2009
                                                                                                                            • Brand shares of cough remedies
                                                                                                                              • Figure 26: Brand shares of cough remedies, 2008 and 2009
                                                                                                                            • Brand shares of medicated confectionery
                                                                                                                              • Figure 27: Brand shares of medicated confectionery, 2008 and 2009
                                                                                                                          • Companies and Products

                                                                                                                            • Key points
                                                                                                                              • Reckitt Benckiser Healthcare
                                                                                                                                • GlaxoSmithKline Consumer Healthcare
                                                                                                                                  • Johnson & Johnson
                                                                                                                                    • Procter & Gamble
                                                                                                                                      • Novartis
                                                                                                                                        • Thornton & Ross
                                                                                                                                          • GR Lane Health Products
                                                                                                                                          • Brand Elements

                                                                                                                                            • Key points
                                                                                                                                              • Brand map
                                                                                                                                                  • Figure 28: Attitudes towards and usage of cold and flu remedy brands, March 2010
                                                                                                                                                • Brand qualities of cold and flu remedy brands
                                                                                                                                                  • Vicks and Lemsip vie for top spot
                                                                                                                                                    • Figure 29: Personalities of various cold and flu remedy brands, March 2010
                                                                                                                                                  • Experience of cold and flu remedy brands
                                                                                                                                                    • ‘All-round’ brands most popular
                                                                                                                                                      • Figure 30: Consumer usage of various cold and flu remedy brands, March 2010
                                                                                                                                                    • Brand consideration for cold and flu remedy brands
                                                                                                                                                      • Decongestants most considered
                                                                                                                                                        • Figure 31: Consideration of various cold and flu remedy brands, March 2010
                                                                                                                                                      • Brand satisfaction for cold and flu remedy brands
                                                                                                                                                        • Vicks most satisfactory
                                                                                                                                                          • Figure 32: Satisfaction with various cold and flu remedy brands, March 2010
                                                                                                                                                        • Brand commitment to cold and flu remedy brands
                                                                                                                                                          • Lemsip has highest loyalty
                                                                                                                                                            • Figure 33: Commitment to various cold and flu remedy brands, March 2010
                                                                                                                                                          • Brand intentions for cold and flu remedy brands
                                                                                                                                                            • Lemsip and Vicks have best retention
                                                                                                                                                              • Figure 34: Future usage intentions for various cold and flu remedy brands, March 2010
                                                                                                                                                            • Brand recommendation for cold and flu remedy brands
                                                                                                                                                              • Lemsip most recommended, Sudafed disappointing?
                                                                                                                                                                • Figure 35: Recommendation of various cold and flu remedy brands, March 2010
                                                                                                                                                              • Beechams
                                                                                                                                                                • What the consumer thinks
                                                                                                                                                                  • Figure 36: Attitudes towards the Beechams brand, March 2010
                                                                                                                                                                • Sudafed
                                                                                                                                                                  • What the consumer thinks
                                                                                                                                                                    • Figure 37: Attitudes towards the Sudafed brand, March 2010
                                                                                                                                                                  • Olbas
                                                                                                                                                                    • What the consumer thinks
                                                                                                                                                                      • Figure 38: Attitudes towards the Olbas brand, March 2010
                                                                                                                                                                    • Lemsip
                                                                                                                                                                      • What the consumer thinks
                                                                                                                                                                        • Figure 39: Attitudes towards the Lemsip brand, March 2010
                                                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Topline adspend
                                                                                                                                                                          • Figure 40: Above-the-line advertising expenditure on cold and flu remedies and decongestants, 2005-09
                                                                                                                                                                        • Above-the-line advertising by company
                                                                                                                                                                          • Figure 41: Above-the-line advertising expenditure on cold and flu remedies and decongestants, percentage by company, 2005-09
                                                                                                                                                                        • Advertising by media
                                                                                                                                                                          • Figure 42: Above-the-line advertising expenditure on cold and flu remedies and decongestants, percentage by media type, 2005-09
                                                                                                                                                                      • Channels to Market

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Grocery multiples gaining share
                                                                                                                                                                            • Figure 43: UK retail value sales of cold and flu and cough remedies, % by outlet type, 2009
                                                                                                                                                                            • Figure 44: UK retail sales of cold and flu and cough remedies, by outlet type, 2007-09
                                                                                                                                                                          • Supermarkets gaining over pharmacies
                                                                                                                                                                            • Boots dominates retail distribution
                                                                                                                                                                              • Variations within the category
                                                                                                                                                                                • Medicated confectionery bias towards impulse channels
                                                                                                                                                                                  • Convenience plays a part
                                                                                                                                                                                    • General stores
                                                                                                                                                                                      • Online alternatives
                                                                                                                                                                                      • The Consumer – Use of Cold and Flu Remedies

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Usage of cold and flu remedies
                                                                                                                                                                                            • Figure 45: Usage of cold and flu remedies in the last 12 months, 2004-09
                                                                                                                                                                                          • Keep up the pace
                                                                                                                                                                                              • Figure 46: Incidence of colds and flu and remedies taken, by age, 2009
                                                                                                                                                                                          • The Consumer – Format of Cold and Flu Remedies

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Formats of cold and flu remedies used
                                                                                                                                                                                                • Figure 47: Types/formats of cold/flu remedies used in the last 12 months, March 2010
                                                                                                                                                                                              • Tablets lead the way
                                                                                                                                                                                                • Familiar powders
                                                                                                                                                                                                  • Premium edge to capsules
                                                                                                                                                                                                    • Sweet remedies for youth and mums
                                                                                                                                                                                                      • Vapour rubs
                                                                                                                                                                                                        • Repertoire of types and formats
                                                                                                                                                                                                          • Figure 48: Repertoire of types/formats of cold/flu remedies used in the last 12 months, March 2010
                                                                                                                                                                                                        • Repertoire of medication by formats used
                                                                                                                                                                                                          • Figure 49: Types of cold/flu remedies used in the last 12 months, by repertoire, March 2010
                                                                                                                                                                                                      • Consumer – Factors Influencing Choice of Cold/Flu Remedy

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Attitudes influencing choice
                                                                                                                                                                                                            • Figure 50: Attitudes influencing choice of cold/flu remedy, March 2010
                                                                                                                                                                                                          • Own-labels are popular
                                                                                                                                                                                                            • No need to shop around
                                                                                                                                                                                                              • Less emphasis on power
                                                                                                                                                                                                                • Taking responsibility for own decisions
                                                                                                                                                                                                                  • Easy please
                                                                                                                                                                                                                    • Factors influencing choice, by format taken
                                                                                                                                                                                                                      • Figure 51: Factors influencing choice of cold and flu remedies, by type of cold/flu remedies used in the last 12 months, March 2010
                                                                                                                                                                                                                    • Tablets liked by own-brand users
                                                                                                                                                                                                                      • Powdered drink users stick with what they know
                                                                                                                                                                                                                        • High performance for capsule users
                                                                                                                                                                                                                          • Factors influencing choice by repertoire
                                                                                                                                                                                                                            • Figure 52: Most likely factors influencing choice of cold and flu remedies, by repertoire used in the last 12 months, March 2010
                                                                                                                                                                                                                        • Consumer – Attitudes towards Cold and Flu Remedies

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Attitudes towards cold and flu remedies
                                                                                                                                                                                                                              • Figure 53: Attitudes towards cold and flu remedies, March 2010
                                                                                                                                                                                                                            • Keeping some to hand
                                                                                                                                                                                                                              • Low uptake of flu jabs
                                                                                                                                                                                                                                • Wait and see
                                                                                                                                                                                                                                  • We don’t need advice
                                                                                                                                                                                                                                    • Attitudes by format taken
                                                                                                                                                                                                                                      • Figure 54: Attitudes towards cold and flu remedies, by type of cold/flu remedies used in the last 12 months, March 2010
                                                                                                                                                                                                                                    • Attitudes by repertoire
                                                                                                                                                                                                                                        • Figure 55: Attitudes towards cold and flu remedies, by repertoire of types used in the last 12 months, March 2010
                                                                                                                                                                                                                                      • Factors influencing choice by attitudes
                                                                                                                                                                                                                                          • Figure 56: Factors influencing choice of cold and flu remedies, by attitudes towards cold and flu remedies, March 2010
                                                                                                                                                                                                                                      • Target Groups

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                            • Figure 57: Target groups for cold and flu remedies, March 2010
                                                                                                                                                                                                                                          • Wise Owls (14%)
                                                                                                                                                                                                                                            • Who are they?
                                                                                                                                                                                                                                              • What are their attitudes towards cold and flu?
                                                                                                                                                                                                                                                • What formats do they prefer?
                                                                                                                                                                                                                                                  • What influences their choice?
                                                                                                                                                                                                                                                    • Marketing message
                                                                                                                                                                                                                                                      • Security Guards (60%)
                                                                                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                                                                                          • What are their attitudes towards cold and flu?
                                                                                                                                                                                                                                                            • What formats do they prefer?
                                                                                                                                                                                                                                                              • What influences their choice?
                                                                                                                                                                                                                                                                • Marketing message
                                                                                                                                                                                                                                                                  • Brave Soldiers (26%)
                                                                                                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                                                                                                      • What are their attitudes towards cold and flu?
                                                                                                                                                                                                                                                                        • What formats do they prefer?
                                                                                                                                                                                                                                                                          • What influences their choice?
                                                                                                                                                                                                                                                                            • Marketing message
                                                                                                                                                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                                                                                                                                                • Figure 58: Selected ailments suffered in the last 12 months, by demographics, 2009
                                                                                                                                                                                                                                                                                • Figure 59: Action taken when suffering from flu with a slight temperature, by demographics, 2009
                                                                                                                                                                                                                                                                                • Figure 60: Attitudes towards health, by demographics, 2009
                                                                                                                                                                                                                                                                                • Figure 61: Attitudes towards health, by demographics, 2009
                                                                                                                                                                                                                                                                            • Appendix – Competitive Context

                                                                                                                                                                                                                                                                                • Figure 62: Vitamins and other supplements intake, by demographics, 2009
                                                                                                                                                                                                                                                                            • Appendix – Brand Communication and Promotion

                                                                                                                                                                                                                                                                                • Figure 63: Above-the-line advertising expenditure on cold and flu remedies and decongestants, by company, 2005-09
                                                                                                                                                                                                                                                                            • Appendix – Use of Cold and Flu Remedies

                                                                                                                                                                                                                                                                                • Figure 64: Usage of cold and flu remedies in the last 12 months, by demographics, 2009
                                                                                                                                                                                                                                                                            • Appendix – Consumer – Format of Cold and Flu Remedies

                                                                                                                                                                                                                                                                                • Figure 65: Most popular types/formats of cold/flu remedies used in the last 12 months, by demographics, March 2010
                                                                                                                                                                                                                                                                                • Figure 66: Next most popular types/formats of cold/flu remedies used in the last 12 months, by demographics, March 2010
                                                                                                                                                                                                                                                                            • Appendix – Consumer – Factors Influencing Choice of Cold/Flu Remedy

                                                                                                                                                                                                                                                                                • Figure 67: Most popular factors influencing choice of cold and flu remedies, by demographics, March 2010
                                                                                                                                                                                                                                                                                • Figure 68: Next most popular factors influencing choice of cold and flu remedies, by demographics, March 2010
                                                                                                                                                                                                                                                                            • Appendix – Consumer – Attitudes towards Cold and Flu Remedies

                                                                                                                                                                                                                                                                                • Figure 69: Most popular attitudes towards cold and flu remedies, by demographics, March 2010
                                                                                                                                                                                                                                                                                • Figure 70: Next most popular attitudes towards cold and flu remedies, by demographics, March 2010
                                                                                                                                                                                                                                                                            • Appendix – Target Groups

                                                                                                                                                                                                                                                                                • Figure 71: Target groups, by demographics, March 2010
                                                                                                                                                                                                                                                                                • Figure 72: Types/formats of cold/flu remedies used in the last 12 months, by target groups, March 2010
                                                                                                                                                                                                                                                                                • Figure 73: Most likely factors influencing choice of cold and flu remedies, by target groups, March 2010
                                                                                                                                                                                                                                                                                • Figure 74: Attitudes towards cold and flu remedies, by target groups, March 2010
                                                                                                                                                                                                                                                                                • Figure 75: Repertoire of types/formats of cold/flu remedies used in the last 12 months, by demographics, March 2010

                                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                                            • Adams Respiratory Therapeutics, Inc.
                                                                                                                                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                                                                            • Alliance Boots
                                                                                                                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                                                                                                                            • Aviva Plc
                                                                                                                                                                                                                                                                            • British Medical Association (BMA)
                                                                                                                                                                                                                                                                            • Cadbury Trebor Bassett
                                                                                                                                                                                                                                                                            • Cedar Health Ltd
                                                                                                                                                                                                                                                                            • Chefaro
                                                                                                                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                                                                                                                            • DDD Group Ltd
                                                                                                                                                                                                                                                                            • Duracell UK
                                                                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                                                                            • Federation of Small Businesses
                                                                                                                                                                                                                                                                            • G.R. Lane Health Products Ltd
                                                                                                                                                                                                                                                                            • GlaxoSmithKline Plc
                                                                                                                                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                                                                                                                            • Johnson & Johnson Ltd
                                                                                                                                                                                                                                                                            • Kantar Media
                                                                                                                                                                                                                                                                            • Kimberly-Clark (UK)
                                                                                                                                                                                                                                                                            • Kraft Foods UK
                                                                                                                                                                                                                                                                            • Lidl (UK)
                                                                                                                                                                                                                                                                            • Lloyds Retail Chemists Ltd
                                                                                                                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                                                                                                                            • Mars Incorporated
                                                                                                                                                                                                                                                                            • McNeil Healthcare (UK) Limited
                                                                                                                                                                                                                                                                            • Medical and Healthcare Products Regulatory Authority (MHRA)
                                                                                                                                                                                                                                                                            • Muller Dairy UK Ltd
                                                                                                                                                                                                                                                                            • Netto Foodstores Ltd
                                                                                                                                                                                                                                                                            • Novartis AG
                                                                                                                                                                                                                                                                            • Novartis Consumer Health UK Ltd
                                                                                                                                                                                                                                                                            • Pfizer Consumer Healthcare (UK)
                                                                                                                                                                                                                                                                            • Poundstretcher Ltd
                                                                                                                                                                                                                                                                            • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                                                                            • Proprietary Association of Great Britain
                                                                                                                                                                                                                                                                            • Reckitt Benckiser (UK)
                                                                                                                                                                                                                                                                            • Red Bull UK
                                                                                                                                                                                                                                                                            • Seven Seas Healthcare Ltd
                                                                                                                                                                                                                                                                            • SSL International Plc
                                                                                                                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                                                                                                                            • Thornton and Ross Ltd
                                                                                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                                                                                            • Waitrose
                                                                                                                                                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                                                                                                                                                            • Wrigley Company (UK) Limited (The)
                                                                                                                                                                                                                                                                            • Wyeth Consumer Healthcare (UK)

                                                                                                                                                                                                                                                                            Cold, Flu, Cough and Throat Remedies - UK - July 2010

                                                                                                                                                                                                                                                                            US $2,672.70 (Excl.Tax)