Winter remedies is different from other categories because it is primarily a distress purchase - customers are usually already suffering and are shopping for a solution. This means availability and range are the key drivers but that's not to say that brand or price don't have a role to play.
There is a growing trend for brands and it will be interesting to see whether this brings new users and value into the market or whether we will see a high level of brand switching as these new products vie for market share.
Convenience is another key driver and, as well as all-in-one remedies, other convenient formats such as sachets or direct dose shots are likely to show growth during the coming months as customers recognise their benefits.
Complementary health has also become a very hot media issue and preventative products, such as supplements like vitamin C, zinc and echinacea, are likely to continue to grow as customers increasingly buy into their benefits.