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

PROSPECTS

High levels of pollution driving up demand

Population growth and changing weather conditions are expected to play a role in driving strong growth in cough, cold and allergy (hay fever) remedies over the forecast period. The increasing impact of pollution in urban environments will also be a significant contributor, as it leads to the increasing incidence of conditions such as asthma and allergies.

Combination products expected to remain dynamic

Combination products proved to be the most dynamic area of cough, cold and allergy (hay fever) remedies in 2019 and is expected to continue to outpace other categories over the forecast period. Demand for combination products is underpinned both by budget-consciousness and fast-paced modern life, with consumers looking for products capable of addressing a wide range of symptoms and conditions, which enable them to avoid taking time out from their busy lifestyles.

Channel expansion making products more widely available

As in other OTC categories, such as analgesics, cough, cold and allergy (hay fever) remedies is benefiting from the expansion of the chemists/pharmacies channel. The widening presence of chemists/pharmacies is exposing growing numbers of consumers to such products, raising brand awareness and supporting the trend towards self-medication.

COMPETITIVE LANDSCAPE

Vicks gives Procter & Gamble the lead

Procter & Gamble bolstered its position at the top of the rankings in cough, could and allergy (hay fever) remedies in 2019. The company’s strength in the category is founded entirely on its market-leading Vicks brand, which benefits from high levels of consumer recognition and trust across various generations and socioeconomic groups.

Targeting demand for instant relief

Ongoing urbanisation is leading to the prevalence of increasingly fast-paced lifestyles, as more people live alone, work long hours and have access to round-the-clock social opportunities. The resultant pressures on consumers’ time are driving demand for products that offer instant relief from symptoms such as dry, hacking coughs and enable them to continue with their busy lifestyles without taking time out to recover.

International companies dominate

International companies continued to dominate cough, cold and allergy (hay fever) remedies sales at the end of the review period. The strength of players such as GSK Consumer Healthcare and Sanofi-Aventis, as well as Procter & Gamble, is built on high levels of brand awareness and trust supported by investment in marketing activity such as in-store promotions and billboard campaigns.

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