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Cough and Throat Remedies - US - May 2012

The incidence of suffering from a cough or sore throat becomes elevated during more severe cold and flu seasons. As a result, fluctuations in market sales correspond to the severity of flu seasons. The cough and throat remedies market is also driven by other factors, including key demographics such as children, seniors and women. A stuttering economy marked by high unemployment and underemployment rates, along with suppressed disposable personal incomes contribute to a greater incidence of self-diagnosis and self-medicating, which is positive for the market.

This report seeks to provide insight and opportunities to help makers and marketers of cough and throat remedies meet the changing needs of consumers by providing in-depth examination of the following:

  • Opportunities to increase market sales by tapping into a less likely user group (adults aged 18-24) and partnering with in-store clinics to increase brand profile
  • Market size and the impact of trends in seasonal flu
  • Accessing the competitive landscape for homeopathic and herbal remedies
  • Why the cough drop segment continues to outsell other segments in the market
  • How drug stores maintain their top position in the retail landscape
  • Identifying leading manufacturers and brands, along with market innovation and key analysis of top branding strategies
  • Incidence of cough, cold or sore throat ailments in the last year and usual treatment methods for each
  • Products used to treat coughs and sore throats, including types and brands used
  • The degree to which consumers are prepared to treat coughs and sore throats, and factors that impact their remedy choice
  • Consumer specifications and desired attributes for cough and sore throat remedies
  • Attitudes toward usage of cough and sore throat remedies for adults and kids

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Fan chart of market value for sales of cough and throat remedies, at current prices, 2006-16
                        • Market factors
                          • Trends in flu
                            • Figure 2: Google flu trends, 2006-11
                          • Shifts in population
                            • Figure 3: U.S. population change, by age, 2011-16
                          • Market segmentation
                              • Figure 4: Total U.S. retail sales of cough and throat remedies, by segment, 2010 and 2011
                            • Retail channels
                                • Figure 5: Total U.S. retail sales of cough and throat remedies, by channel, 2010 and 2011
                              • Innovation
                                • Figure 6: Trends in product launch types of decongestive, cough, cold, and flu relief product, 2006-11
                              • The consumer
                                • OTC remedies most popular treatment method
                                  • Figure 7: Treating a cough, cold, or sore throat, January 2012
                                • Consumers are prepared to fight cough and sore throat ailments…
                                  • Figure 8: Cough and throat preparedness, January 2012
                                • …but many shop for products best suited for current symptoms
                                  • Figure 9: Factors impacting remedy choice, January 2012
                                • Product specifications
                                  • Figure 10: Product specifications—specific vs. general purpose, January 2012
                                • On-the-go and fast-acting features are important to consumers
                                  • Figure 11: Important product attributes, January 2012
                                • Consumer attitudes and concerns
                                  • Figure 12: Concerns about cough/sore throat remedies, January 2012
                                • What we think
                                • Insights and Opportunities

                                  • Target young adults
                                    • Attracting the 18-24 adult consumer
                                      • In-store clinics
                                      • Inspire Insights

                                          • Trend: Access All Areas
                                            • Trend: Mood to Order
                                            • Market Size

                                              • Key points
                                                • Growth largely depends on the severity of cold and flu seasons
                                                  • Uptick in usage of retail medical clinics benefits market
                                                    • Immediate market outlook weak
                                                      • Sales and forecast of cough and throat remedies
                                                        • Figure 13: Total U.S. retail sales of cough and throat remedies, at current prices, 2006-16
                                                        • Figure 14: Total U.S. retail sales of cough and throat remedies, at inflation-adjusted prices, 2006-16
                                                      • Walmart sales
                                                        • Fan chart forecast
                                                            • Figure 15: Fan chart of market value for sales of cough and throat remedies, at current prices, 2006-16
                                                        • Market Drivers

                                                          • Fluctuations in severity of flu seasons impact market sales
                                                              • Figure 16: U.S. seasonal flu severity, 2001-11
                                                              • Figure 17: Google flu trends, 2006-11
                                                            • Children, seniors, and women most susceptible to cold/flu
                                                              • Child population set to increase
                                                                • Figure 18: U.S. child population, by age, 2006-16
                                                              • Senior population is a fast-growing demographic
                                                                • Figure 19: U.S. adult population, by age, 2006-16
                                                              • Slow growth in population of women in prime child-rearing years
                                                                • Figure 20: U.S. adult female population, by age, 2006-16
                                                              • Race and Hispanic origin impact usage of cough and throat remedies
                                                                • Figure 21: U.S. population, by race and Hispanic origin, 2006-16
                                                              • Self-diagnosis and treatment habits favor OTC remedy sales
                                                                • Percentage of uninsured Americans continues to rise
                                                                  • Figure 22: Percentage of uninsured Americans, 2008-11
                                                                  • Figure 23: Number of uninsured in U.S., 2006-10
                                                                • High unemployment rate persists
                                                                  • Figure 24: Unemployment and underemployment rates, January 2007-February 2012
                                                              • Competitive Context

                                                                • Competition from homeopathic and herbal remedies is mounting
                                                                  • OTC remedy recalls open the door for homeopathic remedies
                                                                    • Opportunity: incorporate a more natural approach to cough and sore throat remedies
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Cough/sore throat drops account for majority of market sales
                                                                          • Sales of cough and throat remedies, by segment
                                                                            • Figure 25: Total U.S. retail sales of cough and throat remedies, by segment, 2010 and 2011
                                                                        • Segment Performance—Cough and Sore Throat Drops

                                                                          • Key points
                                                                            • Drops meet demands for convenience, palatability, and affordability
                                                                              • Marketers leverage “other” usage opportunities for drops
                                                                                • Sales and forecast of cough and sore throat drops
                                                                                  • Figure 26: Total U.S. retail sales of cough and sore throat drops, at current prices, 2006-16
                                                                              • Segment Performance—Cough Syrup

                                                                                • Key points
                                                                                  • Steady growth in sales of cough syrup
                                                                                    • Sales and forecast of cough syrup
                                                                                      • Figure 27: Total U.S. retail sales of cough syrup, at current prices, 2006-16
                                                                                  • Segment Performance—Liquid Sore Throat Remedies

                                                                                    • Key points
                                                                                      • Sore throat remedies underperform
                                                                                        • Sales and forecast of liquid sore throat remedies
                                                                                          • Figure 28: Total U.S. retail sales of liquid sore throat remedies, at current prices, 2006-16
                                                                                      • Retail Channels

                                                                                        • Key points
                                                                                          • Drug store channel succeeds with healthcare expertise
                                                                                            • Sales of cough and throat remedies, by channel
                                                                                              • Figure 29: Total U.S. retail sales of cough and throat remedies, by channel, 2010 and 2011
                                                                                          • Retail Channels—Drug Stores

                                                                                            • Key points
                                                                                              • Drug stores maintain role as top OTC healthcare destination
                                                                                                • Drug store sales of cough and throat remedies
                                                                                                  • Figure 30: U.S. drug store sales of cough and throat remedies, at current prices, 2006-11
                                                                                              • Retail Channels—Supermarkets

                                                                                                • Key points
                                                                                                  • Lackluster sales of cough and throat remedies at supermarkets
                                                                                                    • Supermarket sales of cough and throat remedies
                                                                                                      • Figure 31: U.S. supermarket sales of cough and throat remedies, at current prices, 2006-11
                                                                                                  • Retail Channels—Other Channels

                                                                                                    • Key points
                                                                                                      • Other channels post little growth over time
                                                                                                        • Other channel sales of cough and throat remedies
                                                                                                          • Figure 32: U.S. sales of cough and throat remedies through other channels, at current prices, 2006-11
                                                                                                      • Leading Companies

                                                                                                        • Key points
                                                                                                          • Top two companies are segment leaders
                                                                                                            • Ricola finds growth while Pfizer and P&G experience losses
                                                                                                              • Manufacturer sales of cough and throat remedies
                                                                                                                • Figure 33: Top FDMx manufacturer sales of cough and throat remedies in the U.S., 2010-11
                                                                                                            • Brand Share—Cough and Sore Throat Drops

                                                                                                              • Key points
                                                                                                                • Halls far outsells all other brands
                                                                                                                  • Ricola continues to grow while attracting more competition
                                                                                                                    • Manufacturer and brand sales of cough and sore throat drops
                                                                                                                      • Figure 34: Top FDMx manufacturer and brand sales of cough and sore throat drops in the U.S., 2011-12
                                                                                                                  • Brand Share—Cough Syrup

                                                                                                                    • Key points
                                                                                                                      • Delysm brand sales growth can’t offset declines in Robitussin and Vicks
                                                                                                                        • Private label sales outpace segment performance
                                                                                                                          • Manufacturer and brand sales of cough syrup
                                                                                                                            • Figure 35: Top FDMx manufacturer and brand sales of cough syrup in the U.S., 2011-12
                                                                                                                        • Brand Share—Liquid Sore Throat Remedies

                                                                                                                          • Key points
                                                                                                                            • Chloraseptic dominates brand share of liquid sore throat remedies
                                                                                                                              • Manufacturer and brand sales of liquid sore throat remedies
                                                                                                                                • Figure 36: Top FDMx manufacturer and brand sales of liquid sore throat remedies in the U.S., 2011-12
                                                                                                                            • Innovation and Innovators

                                                                                                                              • Decline in new product launch activity
                                                                                                                                • Figure 37: Trends in product launch types of decongestive, cough, cold, and flu relief product, 2006-11
                                                                                                                              • Downshift in private label innovation
                                                                                                                                  • Figure 38: Private label trends in decongestive, cough, cold, and flu relief products, 2006-11
                                                                                                                                • Marketers leverage functional claims in product launches
                                                                                                                                  • Figure 39: Claim category trends in decongestive, cough, cold, and flu relief products, 2006-11
                                                                                                                                  • Figure 40: Claim trends in decongestive, cough, cold, and flu relief products, 2006-11
                                                                                                                              • Marketing Strategies

                                                                                                                                • Overview
                                                                                                                                  • Brand analysis: Alka-Seltzer Plus
                                                                                                                                    • Figure 41: Alka-Seltzer Plus, Truth Helps ad, October 2011-January 2012
                                                                                                                                    • Figure 42: Brand analysis of Alka-Seltzer, 2012
                                                                                                                                  • Brand analysis: Cepacol
                                                                                                                                    • Figure 43: Cepacol, Tame the Pain ad, October 2011-November 2011
                                                                                                                                    • Figure 44: Cepacol.com monthly people, April 2011-February 2012
                                                                                                                                    • Figure 45: Cepacol printable coupon, April 2012
                                                                                                                                    • Figure 46: Brand analysis of Cepacol, 2012
                                                                                                                                  • Brand analysis: Mucinex
                                                                                                                                    • Figure 47: Mucinex, Mucus Gone ad, November 2011
                                                                                                                                    • Figure 48: Brand analysis of Mucinex, 2012
                                                                                                                                  • Brand analysis: Ricola
                                                                                                                                    • Figure 49: Ricola, Resume the Talking ad, September 2011-March 2012
                                                                                                                                    • Figure 50: Brand analysis of Ricola, 2012
                                                                                                                                  • Brand analysis: Robitussin
                                                                                                                                    • Figure 51: Robitussin, Cold Aisle Simplified ad, September 2011-February 2012
                                                                                                                                    • Figure 52: Robitussin home page, April 2012
                                                                                                                                    • Figure 53: Brand analysis of Robitussin, 2012
                                                                                                                                  • Brand analysis: Vicks DayQuil
                                                                                                                                    • Figure 54: Vicks DayQuil, Relieves it All ad, September 2011-January 2012
                                                                                                                                    • Figure 55: Brand analysis of Vicks, 2012
                                                                                                                                • Ailments Experienced

                                                                                                                                  • Key points
                                                                                                                                    • The majority of adults have experienced cough or sore throat symptoms
                                                                                                                                      • Figure 56: Ailments experienced, January 2012
                                                                                                                                    • Women are more likely to have had cough, cold, or sore throat symptoms
                                                                                                                                      • Figure 57: Ailments experienced, by gender, January 2012
                                                                                                                                    • Younger age groups more likely to have cough, cold, sore throat ailments
                                                                                                                                      • Figure 58: Ailments experienced, by age, January 2012
                                                                                                                                    • Symptoms more common among larger households
                                                                                                                                      • Figure 59: Ailments experienced, by household size, January 2012
                                                                                                                                    • Part- and full-time workers more likely to experience ailments
                                                                                                                                      • Figure 60: Ailments experienced, by employment, January 2012
                                                                                                                                  • Treating Coughs, Colds, and Sore Throats

                                                                                                                                    • Key points
                                                                                                                                      • Over-the-counter remedies are the go-to solution in treatment
                                                                                                                                          • Figure 61: Treating a cough, cold, or sore throat, January 2012
                                                                                                                                        • Treating a cough and sore throat
                                                                                                                                          • Figure 62: Treating a cough and sore throat, by gender, January 2012
                                                                                                                                        • Rest is a typical treatment among young respondents
                                                                                                                                          • Figure 63: Treating a cough and sore throat, by age, January 2012
                                                                                                                                        • Part-time/self-employed workers opt for rest as treatment for cough or sore throat
                                                                                                                                          • Figure 64: Treating a cough, by employment, January 2012
                                                                                                                                          • Figure 65: Treating a sore throat, by employment, January 2012
                                                                                                                                      • Products Used to Treat Cough and Sore Throat

                                                                                                                                        • Key points
                                                                                                                                          • The majority of cough/sore throat sufferers choose cough remedies
                                                                                                                                            • Figure 66: Products used to soothe a cough/sore throat, January 2012
                                                                                                                                          • Women more likely to choose cough/sore throat drops
                                                                                                                                            • Figure 67: Products used to soothe a cough/sore throat, by gender, January 2012
                                                                                                                                          • 25-44 year olds more likely to choose cold medicines
                                                                                                                                            • Figure 68: Products used to soothe a cough/sore throat, by age, January 2012
                                                                                                                                        • Product Types and Brands Purchased

                                                                                                                                          • Key points
                                                                                                                                            • Cough syrup
                                                                                                                                              • Figure 69: Types of cough syrup used, July 2010-September 2011
                                                                                                                                            • Older respondents are less likely to use cough syrups
                                                                                                                                              • Figure 70: Types of cough syrup used, by age, July 2010-September 2011
                                                                                                                                            • Robitussin most widely used brand of cough syrup
                                                                                                                                              • Figure 71: Brands of cough syrup used, by age, July 2010-September 2011
                                                                                                                                            • Sore throat remedies
                                                                                                                                              • Figure 72: Types of sore throat product used, July 2010-September 2011
                                                                                                                                            • Young respondents more likely to use all types of sore throat remedy
                                                                                                                                              • Figure 73: Types of sore throat product used, by age, July 2010-September 2011
                                                                                                                                            • Halls is the most widely used brand of sore throat products
                                                                                                                                              • Figure 74: Brands of sore throat products used, by age, July 2010-September 2011
                                                                                                                                          • Cough and Sore Throat Preparedness

                                                                                                                                            • Key points
                                                                                                                                              • Most adults have cough/throat remedies on hand
                                                                                                                                                • Figure 75: Cough and throat preparedness, January 2012
                                                                                                                                              • Younger adults less likely to be prepared
                                                                                                                                                • Figure 76: Cough and throat preparedness, by age, January 2012
                                                                                                                                              • Affluent consumers tend to be prepared with products on hand
                                                                                                                                                • Figure 77: Cough and throat preparedness, by household income, January 2012
                                                                                                                                              • Full-time workers prepared for cough/throat ailments
                                                                                                                                                • Figure 78: Cough and throat preparedness, by employment, January 2012
                                                                                                                                              • Less prepared tend to buy products that fit symptoms they have at the moment
                                                                                                                                                • Figure 79: Factors impacting remedy choice, by cough and throat preparedness, January 2012
                                                                                                                                            • Factors Impacting Remedy Choice

                                                                                                                                              • Key points
                                                                                                                                                • Two out of five users want a product recommendation
                                                                                                                                                    • Figure 80: Factors impacting remedy choice, January 2012
                                                                                                                                                  • Women more likely to pick a product based on symptoms
                                                                                                                                                    • Figure 81: Factors impacting remedy choice, by gender, January 2012
                                                                                                                                                  • Older adults stick with what they know; young users rely on friend recommendations
                                                                                                                                                    • Figure 82: Factors impacting remedy choice, by age, January 2012
                                                                                                                                                • Product Specifications

                                                                                                                                                  • Key points
                                                                                                                                                    • Types of cough and throat remedy used or sought out
                                                                                                                                                        • Figure 83: Product specifications, January 2012
                                                                                                                                                      • Young consumers tend to use general-purpose remedies
                                                                                                                                                        • Figure 84: Product specifications, by age, January 2012
                                                                                                                                                    • Important Product Attributes

                                                                                                                                                      • Key points
                                                                                                                                                        • Fast-acting is a very important factor in driving product purchase
                                                                                                                                                          • Figure 85: Important product attributes, January 2012
                                                                                                                                                        • Women prefer products that are gentle on their stomach
                                                                                                                                                          • Figure 86: Important product attributes, by gender, January 2012
                                                                                                                                                        • Older adults more likely to need a product that’s gentle on stomach
                                                                                                                                                          • Figure 87: Important product attributes, by age, January 2012
                                                                                                                                                        • Self-employed look for fast-acting remedies
                                                                                                                                                          • Figure 88: Important product attributes, by employment, January 2012
                                                                                                                                                      • Cough and Throat Remedies Attitudes and Concerns

                                                                                                                                                        • Key points
                                                                                                                                                          • On-the-go remedies helpful
                                                                                                                                                              • Figure 89: Attitudes toward cough/sore throat remedies, January 2012
                                                                                                                                                            • Young users are concerned about developing immunities and prefer on-the-go packaging
                                                                                                                                                              • Figure 90: Attitudes toward cough/sore throat remedies, by age, January 2012
                                                                                                                                                            • Larger households prefer on-the-go medicine and are open to trying new products
                                                                                                                                                              • Figure 91: Attitudes toward cough/sore throat remedies, by household size, January 2012
                                                                                                                                                            • Self-employed prefer medicines for on-the-go use
                                                                                                                                                              • Figure 92: Attitudes toward cough/sore throat remedies, by employment, January 2012
                                                                                                                                                          • Kids and Cough/Sore Throat Remedies

                                                                                                                                                            • Key points
                                                                                                                                                              • Safety top concern
                                                                                                                                                                • Figure 93: Kids and cough/sore throat remedies, by gender, January 2012
                                                                                                                                                              • Younger parents tend to be more worried about safety
                                                                                                                                                                • Figure 94: Kids and cough/sore throat remedies, by age, January 2012
                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                              • Key points
                                                                                                                                                                • Asians and Hispanics prone to cough, cold, and sore throat ailments
                                                                                                                                                                  • Figure 95: Ailments experienced, by race/Hispanic origin, January 2012
                                                                                                                                                                • Blacks use home remedies to treat a cough and sore throat
                                                                                                                                                                  • Figure 96: Treating a cough and sore throat, by race/Hispanic origin, January 2012
                                                                                                                                                                • Hispanics more likely to turn to cold medicines to treat cough/sore throat
                                                                                                                                                                  • Figure 97: Products used to soothe a cough/sore throat, by race/Hispanic origin, January 2012
                                                                                                                                                                • Blacks are less prepared with on-hand remedies
                                                                                                                                                                  • Figure 98: Cough and throat preparedness, by race/Hispanic origin, January 2012
                                                                                                                                                                • Blacks and Asians more likely to seek recommendations
                                                                                                                                                                  • Figure 99: Factors impacting remedy choice, by race/Hispanic origin, January 2012
                                                                                                                                                                • Blacks use products suited for their cough
                                                                                                                                                                  • Figure 100: Product specifications, by race/Hispanic origin, January 2012
                                                                                                                                                                • Blacks and Asians show concern for side effects and drug interactions
                                                                                                                                                                  • Figure 101: Attitudes toward cough/sore throat remedies, by race/Hispanic origin, January 2012
                                                                                                                                                                • Black parents are concerned about kids’ use of cough/sore throat products
                                                                                                                                                                  • Figure 102: Kids and cough/sore throat remedies, by race/Hispanic origin, January 2012
                                                                                                                                                                • Blacks more likely to find all product attributes very important
                                                                                                                                                                  • Figure 103: Important product attributes, by race/Hispanic origin, January 2012
                                                                                                                                                              • Key Household Purchase Measures—SymphonyIRI Builders Panel

                                                                                                                                                                • Overview
                                                                                                                                                                  • Cough drops
                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                      • Brand map
                                                                                                                                                                        • Figure 104: Brand map, selected brands of cough drops buying rate, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                          • Figure 105: Key purchase measures for the top brands of cough drops, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                        • Cough syrup
                                                                                                                                                                          • Cough syrup category overview
                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                              • Brand map
                                                                                                                                                                                • Figure 106: Brand map, selected brands of cough syrup buying rate, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                  • Figure 107: Key purchase measures for the top brands of cough syrup, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                              • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Airborne Inc
                                                                                                                                                                                  • American Pharmacists Association (APhA)
                                                                                                                                                                                  • Apple, Inc
                                                                                                                                                                                  • Arby's Restaurant Group
                                                                                                                                                                                  • BOIRON SA
                                                                                                                                                                                  • Cadbury Adams USA LLC
                                                                                                                                                                                  • CDMA Development Group (CDG)
                                                                                                                                                                                  • Centers for Disease Control and Prevention
                                                                                                                                                                                  • Chain Drug Marketing Association
                                                                                                                                                                                  • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                  • CVS Caremark Corporation
                                                                                                                                                                                  • Drug, Chemical & Associated Technologies Association (DCAT)
                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                  • Food and Drug Administration
                                                                                                                                                                                  • Gallup Organization, The
                                                                                                                                                                                  • Google, Inc.
                                                                                                                                                                                  • Johnson & Johnson
                                                                                                                                                                                  • Kmart Corporation
                                                                                                                                                                                  • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                  • Los Angeles Times
                                                                                                                                                                                  • National Football League Inc.
                                                                                                                                                                                  • Pfizer Inc
                                                                                                                                                                                  • Prestige Brands Holdings, Inc.
                                                                                                                                                                                  • Procter & Gamble Company (The)
                                                                                                                                                                                  • Procter & Gamble USA
                                                                                                                                                                                  • Reckitt Benckiser USA
                                                                                                                                                                                  • Ricola Usa Inc.
                                                                                                                                                                                  • Rite Aid Corporation
                                                                                                                                                                                  • ShopKo Stores, Inc
                                                                                                                                                                                  • Skype Technologies S.A.
                                                                                                                                                                                  • Target Corporation
                                                                                                                                                                                  • The Quigley Corporation
                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                  • U.S. Bureau of the Census
                                                                                                                                                                                  • U.S. Consumer Product Safety Commission
                                                                                                                                                                                  • US Department of Commerce
                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                  • World Health Organization
                                                                                                                                                                                  • World Self-Medication Industry
                                                                                                                                                                                  • Wyeth

                                                                                                                                                                                  Cough and Throat Remedies - US - May 2012

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