After a year of relatively mild weather, in which sales fell 6.1% by value [Kantar Worldpanel 52 w/e 20 July 2014], suppliers of winter remedies are hoping for a rough winter. Brands are also seeking to insulate themselves more against the changeability of the weather.
As they gear up for the peak season - more than half of sales take place from the start of December to the end of March [IRI] - the category’s big players are stressing “early intervention” and encouraging people to stock up on remedies in advance.
There is huge untapped potential in the “early intervention” market because almost half of Brits simply do not take any remedy at all when they get colds. “If you can get 10% of those who don’t take anything, it’s a great opportunity,” says Sean Barry, GSK category controller.
That may be easier said than done in a category where innovations are few and far between, and NPD often amounts to little more than new flavours or new packaging of existing products.
So how are brands planning to step up their innovation and marketing efforts to ensure the category doesn’t catch a cold this winter?
The Grocer’s exclusive report contains the crucial data and analysis you need. It covers some of the most innovative winter NPD, retailers’ attempts to weather-proof their sales, and the effects of consumer trends on the category.
You can purchase our Winter Remedies Category Report 2014 above. Alternatively, it is available free to existing subscribers.
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