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Examining this winter's cough, cold and flu trends
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P3’s Carolyn Scott speaks to Lindsey Tier, marketing manager for Ultra Chloraseptic at Ceuta Healthcare about the cough, cold and flu season and implications for OTC sales
What’s been happening nationally with cough, cold and flu this season?
We track the season from September through to February. The peak of the season tends to be in January, and if you are really pin-pointing it, it tends to be in the first couple of weeks of January.
For this season, the data shows that cold and flu incidence was down 7.5 per cent from September, which was particularly warm, to the end of December. However, from mid December incidence has picked up – an increase of 13.4 per cent at the end of December – and is ahead of last year.
Notably, according to Nielsen data to 2 December, throat care is one of the leading growth categories within OTC healthcare in general – up 10 per cent in the last four weeks through to 2 December.
Why is the sore throat category seeing growth?
Obviously general incidence for colds has been picking up, but I also think there’s a trend within the market where people are looking more and more to self care. It looks like there is now growing awareness, driven by national campaigns and GPs for example, that antibiotics don’t work against the vast majority of sore throats.
We also know that the medicated sector of sore throat remedies has been growing in value and outperforming the non-medicated sector, and the good news for Ultra Chloraseptic is that sprays have been outperforming the total medicated sector in terms of growth. We think that this is because consumers are looking for remedies that work fast.
What are your top three key tips to help pharmacies improve their performance in the category?
The main point is communicating the message that antibiotics are really not helpful for the vast majority of sore throats. This is such a key role for pharmacy staff.
I think it’s important that pharmacy teams really understand the differences between the products in the category – for example, which are licenced, proven to work and backed by all the trials and the research needed to achieve that status. What can the different products do and what benefits do they offer consumers?
People also value advice from pharmacy staff on how to prevent coughs and colds. There are opportunities for pharmacies to add value with advice on the steps that people can take to improve their overall health during winter – for example, getting enough sleep, staying active, eating a healthy and nutritious diet and washing hands regularly. It really helps to go above and beyond simply selling a product.
What are your aspirations for your brand this season?
Our research has found that many consumers think that lozenges are the only option for a sore throat and don’t know that there’s another format – the spray that reaches the point of pain – out there.
Our research has found that many consumers think that lozenges are the only option for a sore throat and don’t know that there’s another format – the spray that reaches the point of pain – out there.
What are your top three key points for the sore throat category?
Number one on my list is education. The message that most sore throats are viral and can’t be treated with antibiotics is critical for the consumer – so they can choose a product that actually works – and also for the pharmacy team in terms of providing the right solution for the consumer, and for growing sales.
Second is effectiveness. A sore throat is a painful problem for people when they have one, and they will need a treatment that works quickly.
Third is pharmacy recommendation. With all the pressures on the NHS and the drive towards self care, I think there is a real opportunity for pharmacists and pharmacy staff to fill the gap in providing advice and recommendation.
Do you have any tips for category management?
Because of the format, we can find that sprays are sometimes placed with decongestants and not sited with sore throat medicated lozenges. To me, the merchandising on shelf is more useful for customers if structured by ailment, not by format.
I’d recommend that all the sore throat offerings are put together, so people can make a choice more easily. But this is not happening everywhere, and I think there could be more considered merchandising at fixture to clearly position products to deal with different issues in the same place; to improve customer experience.
The message that most sore throats are viral and can’t be treated with antibiotics is critical – so they can choose a product that actually works.
Cold and flu protection
- Seasonal flu levels have been high this winter, causing illness and increased mortality in people aged over-65
- The ‘Catch It, Bin It, Kill It’ campaign has been running this winter to encourage good hand hygiene
- An additional one and a half million people have been vaccinated against flu this season
- 72 per cent of adults over 65 and 48 per cent of adults with a longterm health condition had received the vaccine by 2 February, said Public Health England.