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

PROSPECTS

Pre-conditions for high and rising sales likely to remain in effect

Cough, cold and allergy (hay fever) remedies is slated for stable value growth at constant 2018 prices over the forecast period. However, growth is set to be slower than over the review period due to the higher sales base.

Increasingly competitive labour market likely to support sales growth

The increasing pace of modern life continues to take its toll on the health and wellbeing of Romanian consumers, while at the same time making it more important for them to avoid taking too much time off work. The need to soldier on at work is boosting demand for products that alleviate the symptoms of coughs, colds and allergies and it also means that coughs and colds are spread through the workplace as many people still attend work when ill.

Shopping habits likely to continue influencing sales trends

Most consumers prefer to keep cough, cold and allergy (hay fever) remedies to hand, just in case they are needed. Therefore, year-round promotions are an effective way to support sales, with demand not necessarily coinciding with the cold and flu or allergy seasons.

COMPETITIVE LANDSCAPE

Nurofen and Theraflu remain the leading brands in 2018

Nurofen by Reckitt Benckiser and Theraflu by GlaxoSmithKline Consumer Healthcare are the two leading brands in cough, cold and allergy (hay fever) remedies. Sales of these brands are driven by innovation and the strong profiles of these brands.

Biofarm and Terapia Ranbaxy are the leading local players

With international players out in the lead, local companies generally have less favourable positions in cough, cold and allergy (hay fever) remedies than in other consumer health categories. Biofarm with Bioflu and Terapia Ranbaxy 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.

Consumer trust and loyalty remain crucial factors influencing demand

The category’s leading players are focused mainly on promoting their brands as responsive to consumer needs. This is because consumers tend to put their faith in familiar brands with which they have had prior positive experiences.

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