The overall category has seen strong growth in value in 2012 and 2013, rising in value by around 6% each year. In 2012, growth was driven by the cold and flu category, with innovations in branded products driving growth. The more extreme weather of 2013, with a colder winter and a warmer spring/summer, impacted the allergy category by triggering higher pollen levels which remained high throughout the warm seasons. The allergy category therefore saw growth in sales of 20% in 2013, however, with no warnings issued from the Met Office by March 2014, it is unlikely that 2014 will show a repeat performance in the allergy category.

Younger adults (eg 16-34-year-olds) are the key demographic for the OTC cold/flu and allergy relief remedies markets, as consumers in this age group are significantly more likely to suffer than any other age group. Going forward, brands could look at developing product packaging and utilising social media to appeal to this demographic.

Mintel predicts the market to show slow and steady growth in the coming years, driven by the cold/flu category. The segment saw growth of 5% in 2013, with new innovations contributing to growth. Medicated confectionery also saw strong growth for the year (of 4%) driven by advertising campaigns, and is predicted to continue to grow. The allergy relief market is largely dependent on the weather; however, encouraging people to prepare ahead of the season could ensure that the market continues to show steady growth.

This report explores the different types of cold/flu ailments people suffer from, as well as any non-food-based allergies. The report also looks at consumer behaviours during cold/flu/hayfever season, and their attitudes towards buying and taking remedies.

This report covers the UK consumer market for OTC cold and flu remedies, cough remedies and decongestants, as well as OTC allergy remedies, comprising:

• Cold remedies: for the treatment of colds, including capsules, tablets, syrups and liquid, powders, hot drinks, caplets and meltlets

• Decongestants: for the relief of stuffy, blocked up nasal passages, available as embrocation or rub nasal inhalants and oral decongestants

• Flu remedies: for the treatment of flu, including capsules, tablets, syrups and liquids, powders, hot drinks, caplets and meltlets

• Cough remedies: for the relief of coughing, available as syrups and liquids

• Medicated confectionery: for the relief of sore throats, nasal congestion and coughing

• Allergy remedies: for the relief of indoor allergies (such a hayfever, dust, pets etc.).

The market definitions exclude certain other remedies, although some are mentioned briefly in the competitive analysis and elsewhere in the report, ie:

• homeopathic and other complementary medicines

• products to treat secondary complications of colds and flu such as vaporisers, steam facemasks or other hardware.

Prescription-Only Medicines (POMs), which have to be prescribed by a suitably qualified person and dispensed by a pharmacist, are not included within the scope of this report, including flu immunisation jabs.

• To understand usage habits and attitudes towards OTC cold, flu and allergy products, in November 2013, Mintel ran a survey of 1,500 internet users aged 16+.

Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated. Market sizes at constant 2013 prices are calculated using Mintel’s Chemist Goods deflator.

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