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

PROSPECTS

The rising prevalence of allergies to support growth, with Rx-OTC switches pending

As allergies are generally triggered by changes in the climate and atmosphere, external factors are often the most influential on demand for antihistamines/allergy remedies (systemic). Thus, the forecast period is likely to see the leading players in the category focusing their research on the development of products which treat the symptoms of the most common allergies.

More intense pressure to perform at work set to support growth in sales

Taiwan’s labour market is famously competitive and this means that many employees are increasingly reluctant or even unable to take time off work when suffering from colds and flu. This is likely to continue supporting sales of cough remedies, decongestants and combination products over the forecast period.

Slower growth set to flow from the rising preference for preventative healthcare

Taiwanese people have a general reluctance to take medicines unless it is absolutely necessary; indeed, many refuse to do so unless advised by a doctor. Although the government continues to promote self-medication, many people are instead focusing more on attempts to remain healthy and prevent the onset of illness by exercising, eating healthily and taking nutritional supplements.

COMPETITIVE LANDSCAPE

Intense competition continues to define combination products

Sales of combination products – cough, cold and allergy (hay fever) remedies are consolidated among relatively few brands. At the top of the rankings, GlaxoSmithKline’s umbrella brand Panadol competes with Asian brands Sanfonyo Cold Liquid, Yuluan Solution and Suzulex Capsule.

Asian brands remain among the most popular names in cough remedies

Although international names such as Robitussin and Benadryl are present in cough remedies, sales in the category remain dominated by Asian brands, including Ryukakusan, U Chu Cough Capsule and Nin Jiom Pei Pa Koa, among many others. The main reason for the dominance of these Asian brands is that they are often more widely distributed than global brands, while they also have strong reputations for being as effective as the leading global names but at lower prices.

Leading players continue to invest heavily in social media marketing

2018 saw some of the strongest brands in cough, cold and allergy (hay fever) remedies pay more attention to social media as a promotional avenue for their products. These included Suzulex Capsule, Yuluan Solution and Nin Jiom Pei Pa Koa, all of which sought to expand consumer awareness by building communities of “friends” and “followers” as well as using paid-for advertising.

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