Cold, Flu and Allergy Remedies - US - April 2013
“While sales of OTC cold, flu, and allergy products have increased, the category faces several challenges, such as sales of private label brands as well as natural alternatives eroding market share of OTC products.”
– Emily Krol, Health and Wellness Analyst
Some questions answered in this report include:
- Across the board in OTC remedies, there has been an increase in private label sales—both as a reaction to Johnson & Johnson recalls and as a cost saving measure in light of the recession. How will continued growth in private label sales affect this market?
- How can brands appeal to consumers through marketing efforts and product form developments?
- How are in-store clinics at drug stores and mass merchandisers affecting the market of OTC cold, flu, and allergy remedies?
Despite a mild 2011-12 cold and flu season, a more severe 2012 allergy season helped to increase sales of cold, flu, and allergy remedies 4% from 2011-12. As a result of the increased cost of healthcare and prevalence of those without health insurance, Americans are self-diagnosing and treating their symptoms, which bodes well for OTC products.
However, product recalls and a desire for more natural remedies has consumers seeking alternative choices to traditional OTC remedies. Sales of both private label brands and homeopathic/herbal remedies have increased, which may encroach on the market of OTC cold, flu, and allergy remedies in the future. Additionally, the wide availability of the flu vaccine can help to curb incidence of influenza, driving down the need for OTC flu remedies.
This report will provide readers with a sense of what is happening in the market of cold, flu, and allergy remedies. The relationship between demographic shifts and product consumption will be explored, as well as consumption behavior and attitudes. Readers will learn about consumer stockpiling habits and decision making processes. Concerns and threats to the market of OTC cold, flu, and allergy remedies will also be explored.
The report presents major brand advertising strategies, and makes recommendations to marketers in this category. New innovations in the cold, flu, and allergy market are also presented. Readers will gain a sense of how to best target products to those who suffer from these ailments.
This report will include all remedies which can be purchased over the counter without a prescription to relieve symptoms of colds, flu, and allergies. Decongestants will be included as well.
Cold, flu, and allergy remedies include tablets, capsules, liquids, powders, and hot drinks for treating cold and/or allergy symptoms. Decongestants include tablets, nasal sprays, and inhalants to relieve nasal and chest congestion.
Mintel also examines sales of herbal and homeopathic products marketed for cold, flu and allergy relief in the natural channel market. While not included in the data, sales of Vitamin C, zinc and zinc lozenges, garlic, and a variety of specialty supplements without specific health claims are also part of the natural channel landscape for cold, flu and allergy remedies.
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