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Cold and flu treatments are not regular purchases so retailers have limited chances to maximise sales

The cold and flu category is now valued at a hearty £142.5 million, benefiting from a 19 per cent year-on-year increase. We explore the huge potential for local pharmacists in this sector

Despite the size of the cold and flu market, GPs are still holding around 57 million consultations every year for colds, coughs and sore throats that could be treated in pharmacy. According to the Proprietary Association of Great Britain, one in four people visit their GP – and even A&E – when suffering from flu, often (wrongly) believing that antibiotics are the cure.

But key cold and flu market players are realising the potential in decongestants, with the launch of some new brands in 2015. The UK decongestant sector is now worth £96 million, and recent survey data shows that 95 per cent of patients are more than willing to self-treat.

In September, RB responded and launched its new GSL sinus products, Nurofen Sinus and Blocked Nose and Nurofen Sinus Pain Relief, containing 200mg ibuprofen and 5mg phenylephrine. This is now the sole ibuprofen range on GSL for congestion and sinus pain and can provide relief for up to eight hours. Last month, RB kicked off its £4 million campaign backing the products, which will air until early next year.

“This is a significant development for the sinus pain market,” explains RB marketing director for Nurofen, Craig Shaw. “We know that there is huge brand loyalty, with 66 per cent of shoppers looking for well-known brands that they can trust to be efficacious when they buy their winter medicines. We also know that 75 per cent of shoppers look for specific symptom relief on pack, so clear signposting on packaging is key to enabling a customer to make an informed purchase.”

Household brands make comeback

Legacy menthol decongestant brand Olbas has been on the market for over 40 years and is currently the UK’s top-selling oil decongestant. This year, the household brand is breaking the cold and flu capsule market with the release of its new Olbas Max Strength.

The UK’s number one decongestant oil brand Olbas is adding a new product to its cold-fighting range – Olbas Max Strength. The cold and flu capsules are available in blister packs of 16 and are suitable for children aged 12 plus. A TV, print, PR and point-of-sale campaign supports the launch.

Nikki Banwell, brand manager for Olbas, welcomes the development to the Olbas range. “The new Olbas Max Strength capsules will provide consumers with effective relief from cold and flu symptoms, which can stop us in our tracks during the winter months, leaving us off work, under the duvet and reaching for the tissues.”

Lemsip, the UK's most popular cold and flu product according to AC Nielsen data, is giving its Lemsip Max All in One a facelift this season with revamped packaging highlighting the ‘All in 1’ slogan. RB hopes that the new packaging will increase shelf presence, provide clearer symptom indication and help the shopper make their decision quickly. The hot drink formula contains active ingredients paracetamol, phenylephrine and guaifenesin, and is currently available in lemon, wild berry and hot orange variants.

“We know that over half of cold and flu sufferers don’t seek product advice, therefore the fixture and the packaging is key in driving purchase,” explains Jerome Lemaire, marketing director at RB. “Lemsip is the first choice brand and we want to make sure that we give consumers a clear choice of symptom relief products and make it easy for them to differentiate between ranges. Cold and flu treatments are not regular purchases so retailers have limited chances to maximise sales in this area and to ensure they provide what their customers want.” This season, RB will be backing the product with a TV and digital advertising campaign.

Decongesting naturally

Pharmacists can include a natural choice in their decongestant sections with Stérimar Stop and Protect Cold And Sinus Relief. Church and Dwight’s new nasal spray product was launched this year. Based on 100 per cent natural seawater, it also includes copper, manganese and eucalyptus to help clear the symptoms of colds, rhinitis and sinusitis.

With its natural properties, the product can be used by pregnant and breastfeeding women and to treat infants aged three years upwards. This cold and flu season the new spray will be bolstered with PR and social media campaigns and a drive to educate healthcare professionals.

Long-established menthol confectionary brand, Jakemans, which was established way back in 1907, is undergoing some developments with the launch of a new stick pack format to add to its 100g bags of sweets. Jakemans artificial colour and flavour free sweets are the second largest menthol confectionery brand in the UK for sore throats and congestion relief.

The new sticks, each containing 10 sweets, come in the popular ‘throat and chest’ and honey and lemon variants. Jakemans brand manager Miriam Luff explains: “At Jakemans, we understand there’s never a convenient time for consumers to suffer a cough or sore throat, but the ailment affected over 35 million people in the UK last year alone. Each Jakemans sweet contains menthol, which releases vapours to help soothe sore throats and keep noses clear. Wrapped into 10 sweet packs, Jakemans stick packs are a convenient way for consumers to enjoy the benefits of menthol confectionery on the move.”

Ms Luff reveals that the launch will be supported by a £1.3m launch campaign. “Jakemans stick pack will be advertised on TV, the London Underground and near confectionery, tobacco and newsagents. Point-of-sale is also widely available to retailers and stockists to celebrate the launch of Jakemans latest innovation to the convenience sector,” she concludes.

Brand renaissance

Another traditional brand seeing a renaissance is Fisherman’s Friend. After the launch of the honey and lemon flavour in September last year, the lozenge brand has seen a 19 per cent surge in sales.

This winter season, Fisherman’s Friend will be supported by a £300,000 sponsorship campaign on the Discovery Network, running until March 2016, which includes TV idents and digital adverts.

Martin Stimson, area business manager for Fisherman’s Friend in the UK, says that the success of the honey and lemon lozenges comes as no surprise. “Honey and lemon flavours account for 18.2 per cent of all UK medicated confectionery sales and stand out as the most popular fruit flavour with a 34.1 per cent market share.” Their Original Extra Strong variant is the most popular variant with sales up 33 per cent in pharmacies, while blackcurrant has seen 10 per cent growth.

Mr Stimson continues: “It’s been nearly 150 years since the first Original Extra Strong lozenge was produced and blackcurrant has been on the market since 2008, but these classic flavours continue to demonstrate real staying power – signalling the sheer power of brand loyalty as our fans continue to reach for products that they know, trust and enjoy. This shows a real opportunity for medicated sweets if pharmacy retailers can make sure they have a well-stocked selection of lozenges with enough variety to allow people to mix and match their favourite flavours.”

As an alternative to lozenges, pharmacists may want to stock Ultra Chloraseptic Anaesthetic Throat Sprays, which numb the painful area of the throat on application with local anaesthetic benzocaine. Spokesperson for the brand GP Dr Mike Smith explains: “Often sore throat remedies contain ingredients to dampen the inflammation, which in doing so are negatively interfering with your body’s own natural defences. Ideally, sufferers should go for something that relieves the pain associated with the inflammation, like an anaesthetic throat spray, so it does not dampen your body’s reaction but eases the soreness of the throat instead.”