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

PROSPECTS

2017/2018’s virulent cold season and allergies boost growth

In 2018, cough, cold and allergy (hay fever) remedies received a boost from the virulent flu season impacting Italy. According to InfluNet, a flu surveillance network coordinated by the National Institute of Health, 2017/2018’s flu season reached its epidemic peak during the second week of 2018 and was characterised by a “very high” incidence level, which can be compared to the peaks recorded during the strong 2014/2005 and 2009/2010 flu cases.

Development of category depends on flu season

Over the forecast period, sales of cough, cold and allergy (hay fever) remedies will be subjective to the variable strength of flu seasons, benefiting from stronger outbreaks of flu. However, sales overall are set to record only modest growth due to the impact of flu vaccinations.

Growing interest in prevention and natural products benefit herbal/traditional segment

Italians’ growing awareness of the importance of following healthy lifestyles and prevention is benefiting vitamins and dietary supplements as well as herbal/traditional remedies in Italy. This is also impacting cough/ cold remedies in Italy, with Italians increasingly turning to herbal/traditional products to combat winter illnesses, as they are perceived as less invasive alternatives to standard OTC.

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare continues to lead thanks to its established brands

Cough, cold and allergy (hay fever) remedies has a large number of companies competing with no single player reaching a double-digit value share other than the leader. In 2018, GSK Consumer Healthcare retained its leadership of the category, due to its broad range of brands present in various categories, including Rinazina Spray Nasale leading nasal sprays, Gola Action in pharyngeal preparations and Respira Bene dominating nasal decongestant plasters.

Increasingly blurred positioning of pharyngeal preparations as adult mouth care

The leading brands within pharyngeal preparations include a higher number of products based on flurbiprofen, which have a blurred positioning including the treatment of strong sore throats as well as of oral cavity pain due to gingivitis, stomatitis and pharyngitis. Examples include pharyngeal preparations leader Froben Gola, Benactiv Gola Spray Per Mucosa Orale, Neoborocillina Gola Dolore Spray (which was expanded with a new reference in lemon and honey flavour), Tantum Verde and private label Flurbiprofene Coop, launched over the review period.

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