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

PROSPECTS

Rising incidence of asthma and pollen allergies to continue driving growth

Strong double-digit current value growth was again registered in cough, cold and allergy (hay fever) remedies during 2018 and this trend was driven mainly by rising demand due to population growth and abrupt and extreme changes to the weather conditions in many parts of the country. In addition, increases are being seen in the incidence of asthma and pollen allergies, particularly among children living in urban areas.

Combination products to remain the most dynamic category

Combination products was again the most dynamic category in 2018 and it is expected to remain so throughout the forecast period. This is a reflection of the increasing popularity of OTC combination products among a consumer base that wants to treat multiple symptoms at once in order to avoid having to take time out of their busy lives when ill.

Improving distribution to boost sales, especially in combination products

As the numbers of chemists/pharmacies in the country continues to increase, the distribution of cough, cold and allergy (hay fever) remedies continues to expand, supporting sales growth. In particular, sales of combination products are benefiting from a wider consumer audience being exposed to these products, a trend that is set to continue building over the forecast period.

COMPETITIVE LANDSCAPE

PGT Healthcare maintains the leading position in cough, cold and allergy remedies

PGT Healthcare continues to lead cough, cold and allergy (hay fever) remedies and this is due mainly to the strong presence of its flagship brand Vicks. Vicks benefits from very strong brand equity and its enduring popularity is based on the strong acceptance of the brand across consumers of several generations and various socioeconomic groups.

Cough remedies benefits from rising demand for products that offer instant relief

Many of the leading brands in cough, cold and allergy (hay fever) remedies offer cough remedies, including Hydrylin and Benadryl. The rising popularity of these products can be attributed to the strong demand for products that are perceived as offering instant relief from dry, hacking coughs.

Sales remain dominated by multinational players with strong international brands

International manufacturers continue to dominate sales in cough, cold and allergy (hay fever) remedies and this is mainly due to the strong consumer awareness of, and confidence in their brands. However, the split between domestic and international brands remained unchanged in 2018 as companies focused on supporting their positions through the use of in-store promotions, billboard advertising campaigns and incentives to encourage chemists/pharmacists to recommend their products to customers.

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