Many people now consider that taking time off work for a cold is no longer an option. They want to get better faster and look to the new power, higher concentrate, brands for rapid relief. One retailer explains: "The stronger the claim on the pack in cold and flu remedies, the more customers will go for them. Those suffering from a cold want to make sure it does not develop into flu by taking the strongest medication they can." Cassandra May, brand manager for Lemsip, says, "People feel it's important a cold does not get in the way of their busy lives. The stereotypical picture is of a 20-something City dealer, but it's applicable across the board." However, Vere Awdry, marketing director of GR Lane Health Products, highlights the dangers. "It's remarkable how consumers consider that the stronger the product is, the more efficient it will be. The danger is always that people could take too much of a strong formula." SmithKline Beecham category manager Greg Bertolotti sees the development of these products as a natural corollary of the move to greater self medication and with the shops offering them open longer hours, the source is always there. He notes it is permeating all mediums for taking OTC medicines from faster action capsules to hot drinks. Reckitt Benckiser's Cold and Flu 2000 report notes: "The cold and flu market growth continues to be fuelled by the power' and max' variants, which now comprise almost a quarter of all cold and flu purchases. Consumers perceive that they are working harder and that keeping going is more important. This is demonstrated by the Lemsip Max Strength range which has almost doubled its sales compared with a year ago to more than £8m through grocery alone." It's the same in analgesics, where Don Sibley of Whitehall Laboratories notes that Anadin's liquid capsules are increasingly popular since they offer faster action in the bloodstream. {{FOCUS SPECIALS }}