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

PROSPECTS

Economic improvement, an ageing population and convenience drive sales growth

The dynamic current value growth of cough, cold and allergy (hay fever) remedies in 2018-2019 was the effect of the improvement in consumer purchasing power and increasing demand for more expensive products thanks to rising disposable incomes. In addition, the ageing of the population meant more elderly people, many of whom are more susceptible to colds, flu and allergies, also bolstered demand.

Self-medication trend sees consumers more proactive when buying remedies

Sales of cough, cold and allergy (hay fever) remedies are generally seasonal. On average, Romanian consumers have between two and four colds per year, primarily during the peak season of September-May.

Paediatric remedies begin to penetrate Romania, while busier lifestyles stimulate extra demand

Paediatric cough, cold and allergy (hay fever) remedies posted the highest value sales growth in 2018-2019, albeit from a low base. The category consists of paediatric cough/cold remedies only, with paediatric allergy remedies remaining Rx.

COMPETITIVE LANDSCAPE

Reckitt Benckiser leads through know-how and brand strength

Nurofen by Reckitt Benckiser was the leading brand in cough, cold and allergy (hay fever) remedies. Sales of the brand are driven by innovation and its strong international profile.

Domestic players aim to relieve consumers from high prices

With international players leading category sales, local companies generally have less favourable positions in cough, cold and allergy (hay fever) remedies than in other consumer health categories. Biofarm SA with Bioflu and Terapia Ranbaxy SA with Faringosept are the category’s most successful local players and their success is based on their lower price positions in comparison with rival brands with a stronger international profile, such as Nurofen for Bioflu and Strepsils for Faringosept.

Advertising is frequent, while well-established brands hold a key advantage

Claritine strengthened its brand leadership of antihistamines/allergy remedies (systemic) in 2019, following significant advertising featuring the strapline “live your life fully with Claritine”. The brand, represented by Schering-Plough Central East AG, benefits from its claim that consumption is not in contradiction with driving.

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