Cough, Cold and Allergy (Hay Fever) Remedies in Dominican Republic

PROSPECTS

Cough, cold, and allergy (hay fever) remedies the biggest OTC category

Although the flu, cold and allergy seasons tend to be driven by major changes in the weather, to which people are susceptible, and the island’s climate is relatively stable, cough, cold, and allergy (hay fever) remedies continued to be the largest OTC category in the Dominican Republic in 2019. Despite the seasonal nature of flu, cold and allergies, remedies in this category tend to be selected based on the same criteria as other OTC products.

Combination products continues to perform well

Consumers are increasingly seeking out products that offer quality at an affordable price, and combination products are perceived by many to provide exactly this kind of value for money. This is because the purchase of a single item that can be used to treat a wider variety of ailments, as opposed to multiple purchases, each for targeting a specific symptom, is seen by consumers as offering savings for them.

Opportunities in allergy (hay fever) remedies

In the Dominican Republic, allergies and allergy-related conditions are generally treated by specialists who often recommend specific treatments and prescribe certain products. In general, consumer awareness of allergies, including causes and symptoms, remains relatively low, as does consumer awareness of OTC products intended to treat such allergies.

COMPETITIVE LANDSCAPE

Generics still holds the biggest share, while Cadbury Adams Dominicana is the leading branded player

Not only do generic products continue to account for a bigger share than any of the branded players in cough, cold and allergy (hay fever) products, but their sales and share continued to grow in 2019. Generics attract consumers via their affordability, with these products also offering both adult and paediatric versions in cough, cold and allergy (hay fever) products.

Cough, cold and allergy players use in-store brand promoters to drive sales

A common marketing strategy among cough, cold and allergy players in the Dominican Republic is to have brand promoters visiting different pharmacy chains where they will explain to potential consumers the benefits of the brand or product. This will, in some cases, run in line with special promotions like free samples or buy-one-get-one-free etc.

Competition from traditional care

While the category has an array of products available to address cough, cold and allergy (hay fever) symptoms, some Dominican consumers opt instead for home-made remedies. This is especially true in rural and some semi-rural areas of the country, particularly for treating sore throat symptoms or congestion that might occur in the early stages of a cold.

Files are delivered directly into your account within a few minutes of purchase.