The demand for OTC healthcare products remains high this year and has continued to increase into 2024 (Kantar), with 93 per cent of people purchasing these products within the past 12 months (Statista), and over a third (36 per cent) of people buying OTC products several times a year (Statista).
This demand can be attributed to the number of cold/flu/COVID symptoms that people are experiencing regularly, with 39 per cent of the public suffering with these 2-3 times in the past year (Statista).
80 per cent of people have suffered with a cough following cold in the past 12 months, and 72 per cent have suffered with a sore throat (Kantar) meaning that OTCs that can treat this, such as throat lozenges, will be key in the winter remedies range. Remedies for cold was the second highest category of OTC medicines sales in Great Britain in 2023 (Statista).
Elizabeth Hughes-Gapper, Jakemans Senior Brand Manager, comments: “OTC retailers can maximise their seasonal sales by stocking a diverse range of remedies. During winter, menthol lozenges, such as Jakemans, are essential for soothing sore throats. Displaying menthol lozenges both at the till point and in the healthcare aisle, will enhance sales by leveraging impulse purchasing behaviour.”
Given that 80 per cent of people have suffered from a cough and 72 per cent from a sore throat in the past 12 months (Kantar), stocking a variety of over the counter (OTC) remedies, particularly throat lozenges, will be essential.
Jakemans uses only the finest natural ingredients in each tasty lozenge that bursts with menthol – an ingredient that releases natural vapours to soothe the symptoms of a sore or tickly throat and keep airways clear. Jakemans contains no artificial colours or flavours and are suitable for vegetarians.
Flavour variety continues to be a critical factor in consumer preference, with a growing interest in seasonal and limited edition flavours (Mintel). Retailers should look to brands that can diversify their flavour offerings and introduce innovative combinations to attract a broader audience.
Jakemans offers a range of different product formats that appeal to different consumer needs, such as 73g (in all seven flavours) and 160g bag formats and stick packs (available in the top three flavours, Throat & Chest, Honey & Lemon and Cherry) which offer convenience and choice for consumers.
Not forgetting, Jakemans has a sugar free option featuring the much-loved classic flavour, Throat & Chest in a 50g bag format.
Jakemans uses only the finest ingredients to provide lozenges with a soothing vapour action to ease sore or tickly throats and keep airways clear. All Jakemans products are also sold in shelf ready packaging making it easy to display whether on shelf or at the till.
Jakemans are excited to be launching a limited edition flavour, Blood Orange & Winter Spice, late Summer early Autumn 2024-25. Jakemans understands the need for a variety of flavour offerings and research shows that there is a growing interest in seasonal and limited edition flavours, driven by their ability to create a sense of exclusivity and choice (Mintel).
Jakemans remains the No.1 cough / throat lozenge brand (Kantar) and offers various product formats to meet different consumer needs.
In 2023-24, the NHS continues to be under pressure from increased demand and low morale. To address this, the NHS recommends that patients experiencing common winter ailments – such as coughs or sore throats – self-medicate which in turn will increase footfall. This shift presents a significant opportunity for retailers who will be the first port of call for consumers seeking winter remedies to relieve symptoms associated with winter ailments.
Additionally, there is an increasing demand for convenient and ‘on-the-go’ solutions as consumers return to a more normal lifestyle. Catering to the impulse needs of shoppers and stocking formats that offer greater choice and convenience will resonate well with consumers.
Jakemans will be building on its TV and radio advert success for the second year through a robust PR strategy focusing on marvellous voices and its launch of a limited edition flavour. This will help ensure consumers not only recognise the packs on shelf, but also drive intrigue and excitement by the new flavour, keeping the brand front of mind throughout Autumn, Winter and into Spring.
“Retailers can maximise their seasonal sales by stocking a diverse range of remedies. During winter, menthol lozenges, such as Jakemans, are essential for soothing sore throats. Displaying these key winter remedies products, such as menthol lozenges, both at the till point and in the healthcare aisle, will enhance sales by leveraging impulse purchasing behaviour,” adds Hughes-Gapper.
“Flavour variety also remains a critical factor in consumer preference. Brands are encouraged to diversify their flavour offerings to attract a broader audience and consider limited edition flavours. According to a report by Mintel, there is a growing interest in seasonal and limited edition flavours, driven by their ability to create a sense of exclusivity and choice (Mintel).”
Rachel Anthony, Olbas Brand Manager, comments: “The cost-of-living crisis continues to affect people’s buying patterns which has seen a slight decrease in OTC branded products sales (Kantar). However, shoppers are willing to invest in their health and wellbeing and are loyal to branded products that they trust for their efficacy and quality and are therefore undeterred by slightly higher price points (IRI). Known brands such as Olbas who can showcase their expertise and assert their points of difference will continue to perform well.
“Retailers should focus on stocking key sub-categories within the OTC market. These include cold and flu remedies, with a particular emphasis on decongestants. Decongestants have demonstrated consistent year-on-year growth due to their effectiveness in relieving symptoms of cold and flu (Kantar). Additionally, there is a growing demand for natural and herbal remedies (Statista), especially those containing ingredients like eucalyptus, as consumers increasingly seek out products with perceived health benefits from natural sources.”
Another important sub-category is convenient and ‘on-the-go’ solutions, providing an opportunity for retailers. Not only can retailers benefit from the impulse buy, but by stocking formats that offer greater convenience for ‘on-the-go’ consumption, retailers will do well. Olbas Breathe Easy Patches, for example, are the latest addition to the established range – offering a quick, convenient and easy to use option whether at home or travelling. Similarly, the Olbas Inhaler provides an instant, portable remedy for nasal congestion, perfect for customers who need relief while on the move.
One area that continues to see the biggest opportunity for innovation is meeting the interest in natural ingredients. The UK’s OTC Pharmaceuticals market is witnessing a surge in demand for natural and herbal remedies (Statista). Almost one in five (19 percent) try to use natural OTC remedies only, and 25 percent will research products online before purchasing (Statista).
“This shows a need for retailers and pharmacists to stock a range of natural and OTC products, such as those containing eucalyptus,” adds Anthony. “Clear labelling and in-store information about the benefits of these products can cater to this segment.”
E-health also continues to be an area of interest with one in five (20 percent) having used a health app in the past 12 months to monitor health symptoms (Statista). With more people using apps and online platforms for health advice, OTC remedies can benefit from an online presence to showcase their products’ benefits and functions. Olbas has a ‘here to help’ hub on its website, offering consumers lots of useful health advice and self-care tips developed in collaboration with Family GP, Doctor Roger Henderson.
The best-selling products in the Olbas range include Olbas Oil, available at an RRP of £5.85 for a 12ml bottle and £8.59 for a 30ml bottle. Additionally, due to the demand for spray format of OTC products, the Olbas Nasal Spray is performing strongly and is sold for £6.99 per 20ml bottle.
Olbas Nasal Spray will now include additional benefits of aloe vera for soothing relief.
Year on year, Olbas remains the nations’ favourite decongestant oil (IRI) and is a trusted brand among consumers, providing natural remedies and convenient, ‘on-the-go’ solutions.
“Due to increased demand and pressure, the NHS recommends that patients experiencing winter ailments self-medicate or be treated by their local pharmacist,” says Anthony. “This pressure has caused a shift in pharmacist and trusted brands being relied on more than ever, with 44 percent of shoppers relying on the advice of pharmacists and shop staff regarding OTC product recommendation (Statista). Due to this high level of trust, retailers should ensure they have a robust supply of trusted OTC brands, like Olbas during peak seasons.”
This year, marketing support includes a yearly winter campaign featuring TV ads, digital advertising and an educational PR campaign to drive awareness of winter ailments and the benefits of Olbas products.
“With a shortage of doctor’s appointments, consumers are self-diagnosing and medicating with OTC remedies. Retailers should dedicate shelf space for winter remedies, making it accessible for consumers. Training staff to provide informed recommendations can enhance further customer loyalty and increase sales. Additionally, highlighting pharmacist-recommended products with in-store promotions can help drive sales,” advises Anthony.
“With cases of cold/flu/covid rising in winter, independent retailers/grocers should be prepared for an uplift in demand for cold and flu remedies over the colder season. Ensuring to offer a mix of products and formats will ensure you meet demand throughout the cold and flu season. With cold and flu season likely to peak in December, retailers should start increasing their stock of OTC products that are suited to treat winter ailments and are house-hold names, such as Olbas, in early Autumn to meet this increased demand. Monitoring sales data from previous years can help predict peak demand periods more accurately.”
“Despite inflation finally slowing, we’re still in a cost of living crisis so shoppers are continuing to pull back spending where they can whilst seeking out value for money when they do have to make purchases,” says Fisherman’s Friend Regional Business Manager, Jon R White.
“What makes the Winter Remedies category unique is that there are key moments when shoppers really do need what’s on offer, particularly when they’ve been struck down with a dreaded cold or flu. This is why the category is worth a significant £79.6m in total retail (Nielsen), and we can expect to see this grow this year, as inflation continues to settle and, as a result, consumers have a little more money to spend.
“Therefore, it’s essential for retailers of all shapes and sizes to stock-up on products which are not only going to help shoppers with their symptoms, but also demonstrate value for money, as shoppers still have a choice regarding how much they are prepared to spend, even as the state of the economy looks a little brighter.”
Menthol is an ingredient traditionally associated with cold and flu relief, and Fisherman’s Friend offers one of the highest levels of menthol in any lozenge product (10mg in Original Extra Strong) which, coupled with a relatively low price per pack (RRP: 99p, 25g), continues to resonate with shoppers.
This has contributed to Fisherman’s Friend sales across total retail hitting £1.94m (Nielsen), making the lozenges the perfect companions to your Winter Remedies fixtures this cold and flu season.
“Focusing on heritage brands that shoppers know and trust is important now more than ever – especially within categories such as Winter Remedies,” adds White. “This is because as a nation, we’re dealing with less disposable income than we’re used to, so many of us are thinking twice about what we’re spending our hard-earned cash on. In addition, shoppers tend to feel that little bit more vulnerable when sick, so they want to be 100% certain that the remedy products they’re investing in will deliver the relief they’re looking for.”
Famously founded in the small coastal town of Fleetwood in 1865, Fisherman’s Friend has a long legacy of providing the nation with products which help to best manage symptoms of cold and flu. This means it is trusted by millions and is why people buy its lozenges time and time again.
In fact, the brand continues to perform very strongly with its best-selling products – headed by Original Extra Strong and Sugar-Free Blackcurrant accounting for 60% of its sales (Ceuta) – whilst all of the other flavours in the 9-strong range also offer high levels of symptom relieving menthol, without breaking the bank.
At an RRP of 99p each, its standard 25g packs offer great value and a high number of individual lozenges in each pack.
Fisherman’s Friend has also seen a strong return on investment for its 3x25g multi-packs in multiple grocery, where these packs are growing by +11% in volume and +17% in value (Nielsen), which shows that shoppers are increasingly looking for multi-packs that potentially provide even greater value.
Multiple retail continues to occupy a significant share within winter remedies, with sales of Fisherman’s Friend rising by +25% in traditional retailers in the past year (Ceuta), albeit from a historic low point post-covid. “The good news for the multiple grocers, though, is that our default value proposition also continues to attract their shoppers, with sales of Fisherman’s Friend in the major supermarkets now accounting for 40% of our total sales by value (up +4.3%) and 30.3% of our total volume sales (up +4.3%, Nielsen,” says White.
Matt Stanton, Head of Insight at DCS Group, comments: “The key Winter Medicines categories in symbols and independents are cough, cold and flu, worth £34.8m (+5.3% YoY), 7.3m units (-3.2% YoY, Nielsen); adult pain remedies, worth £45.5m (+2.6% YoY), 28.4m units (-1.8% YoY); and children’s medicines: £12.5m (-5.9% YoY), 2.6m units (-10.5% YoY).
“Also worth bearing in mind is digestive health. Whilst not typically thought of as a ‘winter medicine’, it is a particularly important category through the festive period, and for people taking winter sun breaks abroad.” Digestive health is worth £17.7m (+6.3% YoY), £4.2m units (-4.4% YoY).
Value is performing ahead of volume, driven by inflation over the past 12m, as is the case across the majority of the grocery market.
Children’s medicines are in decline YoY, but this is due to unusually high usage last year, leading to higher-than-expected sales.
Adult pain remedies are not just winter medicines but are naturally associated with easing the symptoms of many winter illnesses.
With many people still struggling to get doctors’ appointments, shoppers will continue to resort to self-care for minor illnesses over the winter.
Price continues to be a key driver in shopper purchasing decisions.
However, medicines shoppers who are ill and in distress are looking for a product they can trust to do the job. These shoppers are generally less price-sensitive, they trust brands as the experts, and they will buy from you if you have the top-selling products in your range.
Medicines shoppers are extremely brand loyal because shoppers see brands as the experts, who produce products that can be trusted to get the job done. Whereas other grocery categories are seeing shoppers trading down to cheaper private label products, shoppers are less likely to do this on medicines.
“Most retailers should stock own-label paracetamol and ibuprofen products alongside the leading brands (Nurofen, Anadin and Panadol), especially those looking to attract larger top-up missions,” adds Stanton. “The biggest driver of medicines category growth in convenience stores over the past 12 weeks has been penetration (Kantar). Retailers stocking a full range covering all the core shopper needs will benefit from this continued trend over the coming weeks.”
Georgina Crawford, Marketing Manager, Northern Europe – Cough & Cold, Kenvue, comments: “More people have been prompted to proactively manage their health through over-the-counter remedies in recent years, for example, during the pandemic, which made access to healthcare more difficult and contributed to recent disruptions to the availability of prescription medicines (Nuffield Trust). This has led to a sustained demand for self-care products and highlighted the sector’s resilience. Now we are seeing modest but steady growth, with the OTC market showing a 2.9% increase in value compared to the same period last year (Nielsen).”
Given the expected increase in pressure on hospitals and GPs this winter, consumers are likely to turn to retailers and pharmacies for convenient self-care treatments within the Winter Remedies (Cough, Cold, and Flu) category. Everyday care and being empowered to take charge of your own health is particularly important in the winter, and that’s why Kenvue’s brands offer science-backed over-the-counter medicines.
“Thanks to the power of Kenvue’s portfolio with brands like BENYLIN®, SUDAFED®, CALPOL® and ZARBEE’S®, we are ready to provide support for the whole family as we head into the winter months, when many of us will succumb to coughs and colds,” adds Crawford. “It is really important that people have access to products that help to manage symptoms of viral infections and to educate consumers as to when antibiotics are appropriate.”
In these situations, self-care products and over-the-counter medicines, such as BENYLIN® and SUDAFED® can offer effective symptomatic control whilst the body’s own immune system eliminates the virus. SUDAFED® Blocked Nose Spray (xylometazoline) and BENYLIN® Chesty Cough Non-Drowsy Cough Syrup continue to be Kenvue’s best-selling products within the category. These offerings are designed with customers’ needs in mind, ensuring they can continue with their daily routines comfortably. The nose spray gets to work in just 2 minutes and lasts up to 10 hours, while the cough syrup formula starts working in 15 minutes.
“We believe it is important to stay close to consumers to understand their needs, preferences and unique experiences, and combine these insights with strong science to make differentiated products that will have a meaningful difference in consumers’ lives,” says Crawford. “That’s why we have recently launched BENYLIN® Herbal Cough & Cold Sugar Free Syrup – an alternative for those looking for a traditional herbal remedy, using Pelargonium, traditionally used for multi-symptom relief. This product is used for multi-symptom relief for coughs, sore throats and runny or blocked noses.”
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