Grocers provide convenience to the shopper, which is especially beneficial in 'grab-and-go' sub-categories such as sore throat remedies.

The opportunity for grocers is to make it easier to shop more complex sub-categories such as cold and flu or cough by educating the staff (which in turn drives recommendation), allocating more space and simplifying communication on

the fixture.

There is unclear and inconsistent provision of information on the cold and flu fixture. We have found there is confusion among shoppers, which does not help them make the correct product choice or to be proactive about staying healthy.

It is important to simplify the communication on the fixture to both educate and speak to the consumer in language that they can understand and address their aspirations to keep themselves well. Retailers could better educate the shopper by removing the clutter.