Winter medicines is a valuable category, with high penetration and high frequency, the OTC medicines market being worth £2bn in the total UK market (Nielsen).
It is very important to stock both adult and children’s medicines. Both are high value, high frequency categories.
Adult winter medicines are worth £447m in the total UK market (up +23.8% YoY, Nielsen) and £32.9m in the impulse channel (up +16.8% YoY, Nielsen).
Children’s pain and cough remedies are worth £125m in the total UK market (up +19.2% YoY, Nielsen) and £13.4m in the impulse channel (up +12.8% YoY, Nielsen).
All the key winter meds categories are in growth YoY in the UK market (Nielsen): cough (£107.1m, +28.0% YoY); cold and flu (£130.2m, +36.5% YoY); sore throat (£61.8m, +23.4% YoY); decongestants (£147.8m, +13.0% YoY); children’s medicines (=£125.0m, +19.2% YoY); and adult pain (£419.8m, +2.5% YoY).
Indigestion remedies are also important at times of year when people eat and drink for special occasions, such as the Q4 festive season.
Around 55% of UK adults suffer from heartburn and indigestion. Whilst 24% of adults are first time or occasional sufferers, 31% are either moderate or frequent sufferers, and these shoppers in particular buy remedies all year round (Reckitts).
“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,” comments Matt Stanton, Head of Insight at DCS Group.
Branded healthcare is growing ahead of private label in the UK (+3.6% growth in brands vs. -4.6% decline in private label (Kantar), which is in contrast to many other grocery categories where private label is growing ahead of branded products.
“Visibility is key because shoppers will stock up on impulse. We usually recommend medicines are displayed on the main shop floor wherever possible, rather than behind the counter, as this makes them easier for shoppers to find, although we would make exceptions for stores with particularly high levels of shoplifting,” adds Stanton.
“Stocking medicines behind the till creates a barrier to purchase. If there is no option to display medicines on the shop floor, then you should at least make sure they are very visible behind the till and make sure the prices are easy for shoppers to read from a distance. Having to ask the price creates a barrier for some shoppers. It’s also worth having POS that directs shoppers to the till point from relevant shop floor categories, such as toiletries or baby care, to make sure they know where to look.”
Elizabeth Hughes-Gapper, Jakemans Senior Brand Manager, comments: “As we move towards entering the colder season, we will see a surge in sales for winter remedies as consumers are becoming more self-assured in addressing winter-related health issues at home. This means that brands need to fulfil the heightened demands from consumers, catering to their desires for dependability, quality, and efficacy as well as choice in format and flavour. Not only should brands and retailers shift their focus to the growing trend of natural ingredients, they should also consider how brands that help consumers feel comforted and nostalgic when under the weather will also be popular, so retailers should place winter ailments remedies in prominent locations to ensure products have the best visibility on shelf.”
In 2022, the cough, cold, and flu remedy category grew due to the lifting of social distancing measures and weakened consumer immunity after strict hygiene practices during the pandemic. This trend has continued in 2023 as we are continuing to see an increase in ailments as consumers have not fully regained their pre-pandemic immune health. Unsurprisingly, experiences of colds, flus, sore throats and coughs have all risen (Mintel).
With growing health awareness and COVID-19 emphasising the importance of our well-being, consumers value health and are becoming more aware of the ingredients contained in the products they consume. Natural ingredients are a significant innovation opportunity, as more than half (53%) of adults’ advocate for their use in cold and flu remedies (Mintel). Brands can capitalise on this by promoting natural ingredients like Jakemans, who are renowned for using only the finest natural ingredients in each tasty lozenge that bursts with menthol – this releases natural vapours to soothe the symptoms of a sore or tickly throat and keep airways clear.
The ‘care at home’ trend will give the winter remedies category a boost as consumers feel more confident to treat common ailments at home. With incident rates of common illnesses such as coughs, colds and flus on the rise (Mintel), and NHS’ recommendation that patients experiencing winter ailments can be self-medicated retailers will see an increase of sales as consumers take action to treat ailments themselves.
Alongside this, research shows that 19% of adults are interested in remedies with different flavour options (Mintel). Jakemans provides a range of soothing menthol lozenges in a range of flavours such as Throat & Chest, Honey & Lemon, Cherry, Peppermint, Blackcurrant, Menthol & Eucalyptus and Blueberry. By having a range of flavours available, consumers can opt for their preferred taste and switch between flavours if using for a long period.
Jakemans’ best-selling flavours are Throat & Chest, Honey & Lemon, and Cherry which is why it offers these in both 73g and 160g bags or stick packs which allows convenience and choice for consumers with different needs.
In January 2023 Jakemans launched a new sugar free version of the much-loved classic flavour, Throat & Chest, in a 50g bag format. This was to provide choice for consumers who were looking at actively reducing their sugar intake or where health circumstances govern their choice.
Jakemans is the most popular cough/throat lozenge brand (Kantar), and continues to be the No.1 bagged brand within medicated confectionery (Circana). Sales of Jakemans have increased by 16.2% since 2022 (Mintel), and Jakemans alone contributes to 15% of overall annual sales in the category (Mintel). The ongoing success in the category can be attributed to Jakemans’ 100+ year heritage of the brand. In fact, 33% of consumers are proud to be associated with Jakemans due to its heritage, ethics and values. Jakemans is also perceived to be a fun brand, with its variety of different flavours, research shows that 19% of adults are interested in remedies with different flavour options (Mintel). Furthermore, 85% of Jakemans users would recommend the product to others (Mintel) so brands with both meaning and efficacy can really succeed.
“Retailers should place winter ailments remedies in prominent locations to ensure products have the best visibility on shelf,” suggests Hughes-Gapper. “Through winter, menthol lozenges – such as Jakemans – are a vital product for retailers and pharmacies to stock for soothing a sore or tickly throat and keeping airways clear. Dual siting, by displaying menthol lozenges at both the till point and healthcare aisle will help to boost sales through impulse purchasing behaviour.”
Jakemans offers a range of different product formats that appeal to different consumer needs, such as 73g (in all seven flavours) and 160g (available in the top three flavours, Throat & Chest, Honey & Lemon, and Cherry) bag formats and stick packs which offer convenience and choice for consumers. Plus, Jakemans now offers a new sugar free option featuring the much-loved classic flavour, Throat & Chest in a 50g bag format. All Jakemans products are also sold in shelf ready packaging making it easy to display whether on shelf or at the till.
Jakemans will be supported throughout the winter season with a strong TV, radio and PR campaign to drive further brand awareness and remain front of mind for consumers.
Claire Campbell, Olbas Senior Brand Manager, said: “The essential nature of cold and flu products, coupled with the value consumers place on their health, means that the category is fairly well protected from the common spending patterns and behaviours we’ve seen emerge in response to the cost-of-living crisis. The pandemic has fundamentally shifted consumer behaviour and we now prioritise our health and that of our family more than we have ever done. This has resulted in the winter remedy and broader OTC category remaining far more buoyant than others in the grocery channel.
“Consumers actively seek out trusted, effective and convenient solutions to help relieve the common symptoms associated with winter ailments which is where brands are winning out. This is evident as Olbas Oil remains the nation’s favourite decongestant oil (Circana). The special mixture of pure plant oils such as eucalyptus, mint, clove, juniper berry and cajuput create the distinctive soothing and relieving vapours renowned with Olbas.”
The essential nature of cold and flu products, coupled with the value consumers place on their health, means that the category is fairly well protected from the common spending patterns and behaviours we’ve seen emerge in response to the cost-of-living crisis (Mintel).
The pandemic has fundamentally shifted consumer behaviour and we now prioritise our health and that of our family more than we have ever done. This has resulted in the winter remedy and broader OTC category remaining far more buoyant than others in the grocery channel. Consumers actively seek out trusted, effective and convenient solutions to help relieve the common symptoms associated with winter ailments which is where brands are winning out.
One area that is seeing the biggest opportunity for innovation is meeting the interest in natural ingredients as over half (53%) of adults agree more brands should use natural ingredients in cold and flu remedies (Kantar).
In addition, doctors often now look at what is happening in the southern hemisphere as a precursor as to what will hit our shores in the coming months. This usually means that if Australia has a bad flu season, we’re more likely to have one too, because they have their winter earlier in the year.
In 2023 Australia is on track for a similar cold and flu season to 2019 – their largest on record when there were more than 300,000 recorded influenza cases. Doctors are also concerned about its impact on children as many children’s hospitals are reporting high numbers of children hospitalised with flu. This would suggest that we may need to prepare for a high flu season starting from Autumn.
Olbas is launching a new product and format to sit alongside its collection of well-loved and recognised products. Suitable for children aged 3 years and older, Olbas Breathe Easy Patches are infused with a blend of oils for easy breathing. These patches can be applied to bedding or clothing and release soothing vapours during sleep, helping to avoid symptoms disrupting rest. The comforting aroma lasts for up to 8 hours.
“It’s been a year of strong growth for the lozenge and pastilles market, which has seen values sales increase +30% and volumes increase +11.2% across all channels combined (Nielsen),” says Jon White, Regional Business Manager for Fisherman’s Friend in the UK. “All the indications are that we can attribute this success to the fact that, as a nation, we’re continuing to become more exposed to higher – and indeed more normal – incidences of cold and flu post-Covid, but also that we are giving greater priority to our health and personal care.”
Consumers are clearly seeking out products to help relieve symptoms, but people are also consuming lozenge and pastille products across less traditional occasions. For example, due to the high levels of menthol in the products, not only do they help to keep airwaves clear, but they also keep breath fresh, and there is a huge pool of shoppers who are using Fisherman’s Friend for the purpose of the latter alone – particularly when socialising.
This has all contributed towards an increase in Fisherman’s Friend sales across total retail, which have risen by +13.5% (Ceuta Healthcare) over the past year, plus by +17% during last winter season (Ceuta Healthcare).
“We can attribute this growth to a couple of things. Firstly, shoppers are visiting stores more often to top-up. In fact, there were 45m more shopping trips made last year (Nielsen), which is good news for impulse-led products – such as individual packs – which consumers tend to grab on the go,” adds White.
Fisherman’s Friend sales growth can also be attributed to the fact that its packs offer great value, containing a high number of individual lozenges at a competitive price. In the current economic climate, where shoppers are looking to make savings any way they can, Fisherman’s Friend is therefore likely to be an even more appealing choice.
“Indeed, purchasing habits across the UK are already evolving as many cash-strapped shoppers really begin to feel the pinch of the cost-of-living crisis – and we will continue to see this as the year progresses,” says White. “So retailers would be wise to remain nimble and align with these changes. For example, at the moment, shoppers are buying fewer items per trip (-5%), whilst spending more (+7.5% per trip, NIQ) – which is most definitely something to consider when making ranging and merchandising decisions.”
For the past few years, the brand has invested heavily in an integrated marketing campaign with its successful ‘Whatever the Day Throws at You’ creative, and will be reviving the campaign across PR, social and digital over autumn/winter 23/24. This will help to ensure its lozenges remain front of mind for consumers seeking products which help to relieve cold and flu symptoms.
“Once again, the ‘Whatever the Day Throws at You’ creative platform celebrates our fishing heritage, which has been at the heart of the family-owned business since 1865,” concludes White.
Using high-quality Manuka honey has been shown to be effective at relieving coughs, which are more common during the winter due to the decline in temperature, lowering our immune systems. Manuka contains antimicrobial properties and has thus been shown to be useful in soothing the trachea. While a spoonful of Manuka honey is certainly a must-have while dealing with a nasty winter cold, Comvita has also produced small, portable Lozenges to deal with that pesky cough wherever you are.
Notably, Manuka honey from New Zealand, contains over 2000 plant chemicals which is considerably more than regular honey. All Comvita Manuka honey products are UMF certified, sustainably sourced, GMO free, and traceable from hive to shelf.
Ideal for nasty coughs, Comvita Pure Manuka Honey Lozenges provide the soothing qualities of 100% Pure UMF™ 10+ Manuka Honey. New Zealand Manuka has long been valued for its health-maintaining effects and Manuka Honey is gaining worldwide recognition for its unique properties. These lozenges are convenient to carry and perfect for travelling or on the go.
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