olbas max strength

Top launch: Olbas Max Strength All in One - Lanes

Aimed at those who want to throw everything but the kitchen sink at colds and flu, Olbas Max Strength All in One features three ingredients - paracetamol, phenylephrine and guaifenesin - which promise to tackle sinusitis, aches and pains, headache, blocked nose, sore throat, chills and high temperature, and chesty coughs. It’s the brand’s first foray into the capsule format, and at an rsp of £4.79 the September launch helped the brand to 12% year-on-year value growth.

Cold and flu medicine suppliers got their Scrooge-like wish in 2014/15 with a cold and flu season that saw both increased incidence and an increase in the severity of cases too.

This resulted in more consumers flocking to the counter for cold and flu remedies, with brands leading the way over own label with a 15% year-on-year increase in value sales.

However, as well as suffering more runny noses, consumers have also been reaching deeper into their pockets to pay more for premium-end products, with brands including Lemsip and Day and Night Nurse performing well at higher price points.

Market leader Lemsip has seen volumes up nearly 15%, having relaunched its flagship Lemsip Max All in One range in August. “Trusted brands mean sales,” says Craig Shaw, RB’s category marketing director. “When it comes to cold and flu, there is huge potential across the category for retailers, both in pharmacy and independent grocery.”

Since its launch last August, Mega Pharma’s Bronchostop has generated £9.8m in sales and a 8.9% share of the booming cough sector. In contrast, the poor summer put a downer on allergy treatments, though a shift to bigger pack sizes meant packs containing 30 tablets saw 30% growth, with smaller packs bearing the brunt of volume declines. 

TOP 3 Adult oral analgesics SALES
        £m change (£m) change (%)
Total volume change: 2.9% Total Category 369 9.4 2.6
      Total Own Label 118.2 7.4 6.6
1 1 Nurofen RB 89.10 2.8 3.2
2 2 Solpadeine Omega Pharma 38.40 2.80 7.90
3 3 Anadin Pfizer 23.8 –1.8 –7.0
TOP 3 Allergy remedies SALES
        £m change (£m) change (%)
Total volume change: –7.7% Total Category 110 0.6 0.6
1 1 Piriteze GlaxoSmithKline 14 1.5 11.8
2 3 Piriton GlaxoSmithKline 9.90 –0.2 –1.9
3 2 Benadryl McNeil Healthcare 9.30 –1.2 –11.2
TOP 3 Cold & flu remedies SALES
        £m change (£m) change (%)
Total volume change: 10.5% Total Category 488.1 70.6 16.9
      Total Own Label 29.3 3 11.6
1 1 Lemsip RB 65.40 13.7 26.4
2 2 Benylin McNeil Healthcare 37.30 3.60 10.70
3 3 Strepsils RB 33.8 2.9 9.5
TOP 3 Indigestion remedies SALES
        £m change (£m) change (%)
Total volume change: 0.3% Total Category 141 7.6 5.7
      Total Own Label 18.8 1.1 6.3
1 1 Gaviscon RB 59.8 2.5 4.3
2 2 Rennie Bayer Consumer 31.1 –1.0 –3.3
3 3 Zantac Omega Pharma 7 0.5 8.1
TOP 3 Paediatric analgesics SALES
        £m change (£m) change (%)
Total volume change: 9.8% Total Category 83.9 8.8 11.8
1 1 Calpol McNeil Healthcare 50.4 4.7 10.4
2 2 Nurofen RB 18.2 3 20.1
3 3 Calprofen McNeil Healthcare 3 –0.7 –19.5

 

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