The early days of October 2024 saw incidences of acute respiratory disease in Germany at 8.7%, compared with 7.9% a year earlier. This, coupled with reports of a strong flu season in Australia and the XEC COVID-19 variant may create the conditions for a strong flu season in Germany, potentially boosting demand for remedies.
There has been a 5.1% increase in the CPI for OTC medication between January and September 2024, vs the same period in 2023. However, growing importance of physical and mental wellbeing amongst Germans is likely to shield the category from price-related downturns in demand.
To address the potential impact of increased uptake in preventative measures on the OTC remedy market (ie VMS usage increased from 60% to 66% between 2021 and 2024), brands can diversify and offer products that provide both relief and protection from cold/flu/allergy symptoms. This will also contribute to perceived value, whilst adding a layer of convenience for the user.
37% of Germans experienced a non-food allergy in the year to May 2024; however, 19% of allergy sufferers take no action to ease their allergy, creating opportunities for OTC brands to encourage effective consumption of remedies (ie take antihistamine before exposure to allergen). These brands can contribute to social projects to reverse urban inequalities.
Germans will increasingly seek preventative options, slowing growth of remedy sales. 2-in-1 offerings will likely attract broadest appeal.
Hannah Sandow, Health & Wellbeing Principal Analyst, Germany
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