That long, cold winter followed by a blistering summer has given over the counter a much-needed shot in the arm. And nowhere more so than in allergy remedies, which have grown a staggering £15.2m - thanks primarily to the misery the hot summer inflicted on hayfever sufferers. Piriteze One A Day led the pack, up 21.1% on volumes up 18.1% [Nielsen 52 w/e 12 October].
Over in cold & flu remedies and analgesics, brands had a harder time competing with own label as consumers dealt with the snivvels, aches and pains of the flu season. In cold & flu remedies, own label grew 5.7% in analgesics it climbed 5.5%
“Consumers are becoming savvier,” says Jonathan Evans, founder of cold & flu remedy maker Manflu, which has enjoyed 173.2% growth, landing it at the number 10 spot. “More people understand own label or generic paracetamol or ibuprofen is functionally the same as the branded versions.”
Many manufacturers appear to have heeded these words, ramping up NPD in response. Reckitt Benckiser has launched Lemsip Cough and more Lemsip Max Flavour Fusions, and GSK unveiled Beechams Cold Relief Orange Flavour Effervescent Tablets. Such innovation requires big marketing spend. To that end, RB plans to spend £12m on its brands between October and spring.
Read The Grocer’s full Top Products Survey.
Top Launch: Lemsip Max
Backed by a £6m ad campaign, Reckitt Benckiser expanded its Lemsip Max Flavour Fusions hot drink range in September with two new flavours: Apple & Cinnamon and Honey & Ginger. Research showed 81% of consumers questioned would try the new flavours (rsp: £5.49 for 10 sachets). And according to marketing director Mark Pearson, the new flavours are “also a great opportunity for retailers to bring in new users who would treat but reject current flavour choices”.
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