Cough, Cold and Allergy (Hay Fever) Remedies in the Netherlands

PROSPECTS

Less severe flu season in 2019 leads to weaker demand for relevant products

Sales of cough, cold and allergy (hay fever) remedies in the Netherlands are mainly reliant on seasonal factors. One important factor is the flu season, when the cold, damp weather causes national flu levels to rise in a country that enjoys a more moderate climate than many of its European neighbours.

Rising incidence of hay fever continue to support performance of antihistamines/allergy remedies

One other important season for sales of cough, cold and allergy (hay fever) remedies is spring, when Dutch consumers are more likely to suffer from certain allergies, particularly hay fever. While incidence of hay fever fluctuate depending on specific types of pollen that affect different consumers, the general pattern of seasonal behaviour linked to allergies is supporting ongoing demand for antihistamines/allergy remedies, which is predicted to continue into the forecast period.

Solid presence for private label with potential for further penetration

Private label had a solid presence in cough cold and allergy (hay fever) remedies in 2019, although its value share was much lower than in analgesics. Supermarket chains such as Albert Heijn and Jumbo, continued to gain value share of distribution of this category, in addition to offering their own private label lines, supported by consumers’ increasing confidence in choosing alternatives to major, more expensive brands.

COMPETITIVE LANDSCAPE

Lofthouse retains overall leadership, present in largest category of medicated confectionery

Lofthouse of Fleetwood retained its overall leadership of cough, cold and allergy (hay fever) remedies in 2019, due to its ongoing strong position in the largest category in value sales terms of medicated confectionery. While its leading brand Fisherman's Friend retained its value share, it recorded undynamic sales growth, while competing brands such as Vicks from Procter & Gamble, and Pervasco BV, recorded stronger performances in 2019, gaining both value share from private label and smaller brands.

Otrivin remains dominant leader of nasal sprays but loses share to natural positioning of competing brand A Vogel

GSK Consumer Healthcare remained in second position in overall cough, cold and allergy (hay fever) remedies in 2019, offering its brand Otrivin, which is present in a number of categories including its leadership of nasal sprays, in addition to antihistamines/allergy remedies (systemic) with Otrivin Azelastine which continues to perform strongly, and paediatric cough/cold remedies. However, the player continued to notably lose share within nasal sprays to A Vogel from Biohorma BV, which gained further ground in 2019 due to its natural positioning, as its produced from ecologically-grown medicinal herbs and plants.

Concerns over sugar content of cough remedies encourages major player to offer sugar-free variant

Dutch consumers are becoming increasingly aware of the sugar content of cough/cold remedies. This is prompting major players such as Sanofi-Aventis, which owns leading cough remedy brand Bisolvon to launch sugar-free versions in response to these growing concerns.

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