Cough, Cold and Allergy (Hay Fever) Remedies in Italy

PROSPECTS

Robust flu season and rise in respiratory allergies underpin value growth

The robust 2018/2019 flu season, albeit not as strong as in 2017/2018, led to a record number of flu cases in Italy and an upswing in current value sales for the category. Flu in Italy is characterised by the dominant circulation of the Type A virus, while the number of viral identifications attributable to the Type B virus is low, according to the National Institute of Health’s surveillance network, InfluNet.

Climate and lifestyle trends increase the demand for OTC remedies

The category performance will continue to be impacted heavily by the incidence and extent of flu cases in the country. Meanwhile, sales of antihistamines/allergy remedies (systemic) will continue to be boosted by the outbreak of allergies linked to rising pollution, sedentary lifestyles and more extreme weather conditions due to climate change.

Consumers switch to herbal/traditional products in search of less invasive options

A growing number of Italian consumers are switching to herbal/traditional remedies. Consumers are increasingly focused on maintaining healthy lifestyles and on prevention rather than cure.

COMPETITIVE LANDSCAPE

The leaders benefit from the consumer preference for well-known brands

GSK Consumer Healthcare continues to hold a narrow lead in value sales in a highly fragmented competitive environment in 2019. The company offers a wide portfolio, including decongestants with Rinazina Spray Nasale and Respira Bene, pharyngeal preparations with Gola Action and Golafair and cough remedies with Sinecod Tosse.

New product launches feature format and flavour aspects

Bayer, which withdrew from the category earlier in the review period with the sale of Sobrepin and Sobrefluid and withdrawal of Polaramin, launched Aspi Gola (with flurbiprofen) at the end of 2018. This is an extension of the company’s popular Aspirina brand in analgesics.

Pharyngeal preparations positioned to compete directly with adult mouth care brands

Pharyngeal preparations with flurbiprofen in the spray format, such as Froben Gola, Benactiv Gola and Neoborocillina Gola, among others, are positioned to treat sore throats, but also pain in the oropharyngeal cavity (eg gingivitis, stomatitis, pharyngitis). Therefore, these preparations compete with adult mouth care brands.

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