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Learn moreSep 2017
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Seasonal influenza has a significant impact on sales of cough, cold and allergy (CCA) products, particularly in years when the influenza vaccine is less effective. Consumers turn to a number of products during the flu season, including vitamins and dietary supplements for prevention, combination CCAs and nasal sprays for fevers and coughs, and tissue products for nasal congestion. This report looks at the consumer health impact of the 2014/2015 influenza season in Western Europe.
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The biggest determinant of how severe a flu season is likely to be is the degree to which the influenza vaccine matches the dominant circulating strain (typically ~40%). If the match is good, sales of CCA and other associated flu products decrease, but if the match is poor, markets see a corresponding increase in sales of flu products.
Consumers in developed markets are very aware of the possible risks and side effects of OTC medications, and often eschew them for more “natural” products. That said, consumers are well aware of the efficacy of OTC medications, and in times of increased illness, such as a particularly severe flu season, routinely turn back to OTC medications to combat their symptoms and speed their recovery.
Some vitamins and dietary supplements are known, or are believed, to be effective in boosting a consumer’s immune system and helping prevent colds and flu, and sales of these preventative products increase in the case of a particularly severe flu season, as consumers try to stay healthy.
Though the dominant viral strain of seasonal influenza is the same across markets, consumers show clear preferences for some products over others when it comes to treating their symptoms. In Germany, for example, cough remedies and combination products are the most popular during flu season, while in Sweden, pharyngeal preparations are preferred, driven by the popularity of RB’s Strepsils.
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