Cough, Cold, Flu and Allergy Remedies - US - April 2015
“OTC manufacturers of cough, cold, flu, and allergy remedies have built-in demand: there is no shortage of cold, flu, and allergy sufferers. While providing relief is important, further investment should be made in finding more effective remedies and in promoting methods for reducing the transmission of infection. These efforts will resonate with younger adults who want their suppliers to be good corporate citizens.”
– Marissa Gilbert, Health and Wellness Analyst
This report answers the following questions:
- Does the OTC industry grow only when Americans are sick?
- How can suppliers maximize appeal to adults aged 25-34?
- How can product recalls and abuse be avoided?
The OTC cough, cold, flu, and allergy remedy market is mature, marked by built-in demand based on the high incidence of colds, flu, and allergies and related ailments and the desire of sufferers to ameliorate their symptoms and function effectively in their day-to-day activities. The success of individual market participants is not as certain as the fact that people will have colds. Consumers have myriad choices within the OTC category itself and also are highly likely to use alternatives including home remedies and bed rest. Moreover, a successful new product launch or acquisition can change the landscape quickly. The 2014 launch of Nasacort Allergy 24HR Nasal Spray, for example, added $130 million in incremental sales and shifted market share to Sanofi-Aventis while spurring growth in the allergy segment. Market participants cannot rest on their laurels – they must keep innovating and promoting their products. In particular, 25-34-year-olds are less brand-loyal and more open to trying new products.
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