Cough, cold and allergy (hay fever) remedies is expected to see just marginally slower current value growth in 2020 than was seen in other years of the review period. People have had to spend more time at home due to the COVID-19 lockdown, especially in the first half of the year.
A recent product innovation was Betadine Nasal Spray Kids, which highlighted that it contains no steroids, but instead contains a natural ingredient derived from a type of red seaweed which helps to eliminate colds in children. Betadine Nasal Spray Kids in a 20ml pack is sold at THB350 at chained and independent drugstores nationwide.
Due to the high share of medicated confectionery within cough, cold and allergy (hay fever) remedies in 2020, two of the three leading brands in the overall category are medicated confectionery lines – Halls from the leading player Mondelez International (Thailand), and Fisherman's Friend from fourth-placed Lofthouse of Fleetwood. This is despite medicated confectionery facing increasing competition from spray throat care products.
Although cough, cold and allergy (hay fever) remedies is expected to see another minor slowdown in its current value growth rate in 2021, mainly due to continued mask wearing and social distancing, the growth rate is expected to return to a higher level for the rest of the forecast period. Indeed, the forecast period current value CAGR is expected to be similar to the review period CAGR.
As in the review period, product differentiation is expected to remain important in the forecast period, with inhalant decongestants expected to remain an area of interest for players. This category is dominated by two very competitive brands – Poy-Sian from Goldmint Products and Peppermint Field from Bertram Chemical (1982).
Over the review period there was a strong move towards herbal/traditional products in cough, cold and allergy (hay fever) remedies, with the share of such products expected to reach three quarters of value sales in 2020. However, the penetration of herbal products and products containing natural ingredients is expected to continue to rise in the forecast period, particularly in categories such as inhalant decongestants.
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