OTC Analgesics and Cold and Flu Remedies - UK - May 2015
“In 2014/15 the UK cold/flu remedies market benefitted from the seasonal flu vaccine being less effective than usual, resulting in many lapsed users returning to the category. Cold/flu remedy brands could now use this to their advantage, using marketing and product developments to reignite interest in the category.”
– Jack Duckett, Personal Care Analyst
This report discusses the following key points:
- Broadening usage of cold and flu remedies
- Opportunity to expand usage of heat/cooling patches
With so many consumers perceiving orally ingested OTC analgesics to be both convenient to take on-the-go and effective for all types of pain, it is perhaps unsurprising that this format dominates for pain relief. However, as concerns over the ingredients found in many OTC analgesics and a desire to target pain more directly continues to grow, it is likely that topical analgesics will grow in popularity.
There is now an opportunity for brands offering topical remedies (including gels and rubs, as well as heat/cooling patches) to use marketing to increase awareness of these products and their efficacy on a wide range of different types of pain. In addition, with independent brands still dominant in this segment, there is an opportunity for own-label brands to segue into the market – creating a price challenge to branded versions akin to that already shown in the oral analgesics segment.
A significant portion of growth in value salues of OTC analdesics and cold and flu remedies can be attributed to the topical analgesics segment, which has benefitted from continued concern over ingredients, an increase in NPD, and a desire by consumers to target the source of pain more directly. In terms of the cold and flu market, an ineffective flu jab in 2014 also resulted in vastly improved sales of cold and flu relief as lapsed users returned to the category.
Strong brand loyalty and the maturity of the markets mean that companies need to focus on expanding product usage in order to help boost the market further. Indeed, encouraging use of topical remedies for targeted pain relief and developing products for those who can often be excluded from taking some oral remedies (ie diabetics and flu vaccine recipients) is likely to be beneficial.
This report explores the different types of pain and cold/flu ailments that people suffer from, and how they look to treat these. In addition, this report investigates people’s perceptions of different remedy formats, factors influencing them to use certain types of treatment, and interest in future product developments.
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