The past two years have been a rollercoaster for the medicated confectionery sector. Relentless lockdowns undeniably dented growth in the category, as people simply weren’t socialising – leading to a dramatic fall in the incidences of cold and flu, and a subsequent fall in demand for products relieving cold and flu symptoms.
But now the picture is very different, as pandemic concerns lessen and many consumers are clearly eager to return to a level of normality.
The category is bouncing back, recording both value and volume growth at the start of the 2021/2022 cold and flu season.
Fisherman’s Friend alone saw a +26.1% increase in volume over the first three months of the season across all channels (Nielsen), and a value growth of +28.6% between January and March 2022, which signals a clear return towards pre-Covid levels.
Jon R White, Regional Business Manager for Fisherman’s Friend in the UK, comments: “Fisherman’s Friend has been helping to meet the increased demand for medicated confectionery and plays an important role in helping people to manage short-term symptoms.”
Ex-factory sales of Fisherman’s Friend Original Extra Strong in the convenience channel are up by +89% YOY but there is still plenty of scope for retailers to capitalise on the growth of the brand.
“It’s no secret that the current economic climate is going to be having wide-spread effects on purchasing habits across the UK and this is something that we urge retailers to be aware of,” continues White.
With the cost of living rising, and store visits typically up +10.3% and basket spend down 12.4% as people continue to shop little and often (Nielsen), winter 2022 is likely to continue marking a new era of cautious shopping.
“As a result of this, we expect to see many medicated confectionery purchases during the coming cold and flu season, likely fuelled by a combination of needs-based and impulse-led purchasing decisions,” adds White.
“During uncertain times, we know that people turn to more familiar and established brands that they know and trust. And with Fisherman’s Friend containing one of the highest menthol contents of any brand available, this widely sought after and well-loved product is a must-stock ahead of the cold and flu season.
“Also take the opportunity to reassure shoppers that they are getting a fair price during the current economic challenges. Fisherman’s Friend will once again be making available 80p Price Marked Packs across its standard 25g range through wholesale” concludes White.
One of the reasons for the brand’s long-term success and continued strong performance is its ability to innovate to give consumers what they want. This includes a wide range of fruity and mint variants in the 10-strong range – all containing the benefits of menthol, but with a more subtle, softer flavour. These lozenges have proved a big hit with consumers – as shown by the buoyant sales of the Sugar-Free Blackcurrant variant, accounting for 16.8% of sales. Demand for this flavour is particularly strong amongst younger shoppers, and it is the brand’s second most popular flavour overall.
Sugar-Free Honey & Lemon, Aniseed, and Sugar-Free Mint complete the line-up of Fisherman’s Friend’s top 5 selling flavours, closely followed by Sugar-Free Spearmint and Sugar-Free Cherry.
“Staying live to NPD is important – and these flavours are a must-stock for retailers ahead of the winter season alongside our core range, to encourage incremental sales,” continues White.
There is a big shift in regulations coming in October with the introduction of new HFSS rules – products high in fat, salt and sugar – and Fisherman’s Friend is committed to supporting retailers through this time.
Convenience retail outlets under 2,000 sq ft – and convenience operators with fewer than 50 employees – will be able to continue placing medicated confectionery items containing sugar, such as Fisherman’s Friend Original Extra Strong, within 2 metres of till points.
However, as per advice from the Association of Convenience Stores (ACS), the calculation of employee numbers could be impacted by participation in a ‘franchise arrangement’, including membership of symbol groups. Affiliated retailers should therefore consult with their symbol group supplier or franchise partner to discuss whether their agreement is considered to be a ‘franchise agreement’ as defined in the regulations.
“As well as stocking the best-selling medicated confectionery items that contain sugar, do also ensure you are meeting the demands of shoppers looking for popular Sugar-Free variants,” adds White.
For the past few years, Fisherman’s Friend has invested heavily in marketing with the ‘Whatever the Day Throws at You’ campaign, successfully keeping lozenges front of people’s minds, with an integrated approach across TV, digital, social media and PR activity, peaking around the important winter sales period.
The brand is currently working through its marketing and promotional plans for the coming cold and flu season.
Elizabeth Hughes-Gapper, Jakemans Brand Manager, comments: “The incident rates of common illnesses such as coughs, colds and flu are on the rise as consumers’ lifestyles return to ‘normal’.”
In fact, the percentage of adults experiencing a cold in the last 12 months increased by 12% to 37% (Mintel).
The medicated confectionery category is showing signs of recovery and is up by 73.8% in terms of value sales and 50.2% in terms of unit sales within the last 12 months (IRI).
As part of that, Jakemans has seen one of the biggest share gains in value versus two years ago. Jakemans SKUs dominated the top selling bag lines and drove an impressive 89% of real value growth in bag formats within the last 12 months (IRI).
Whilst coughs, colds and flu are more prevalent during the winter months, they are experienced all year round, and in fact, we actually had quite a high incident rate in 2022 of summer colds.
Additionally, other ailments such as hayfever and other allergies have similar symptoms including coughs which sees consumers look for symptom relief all year round. Jakemans has continued to see strong sales of its soothing menthol lozenges throughout spring and summer, cementing it as an all year round product of choice for consumers.
“The legacy of the pandemic is still having an impact on key market trends across all health categories,” adds Hughes-Gapper. “There has been a fundamental behaviour shift as consumers are much more socially aware and take a more conscious role in minimising the spread of germs to protect others. This shift alongside sustained pressure on the NHS, increased awareness of looking after our own health and greater consumer confidence in managing their own health needs, has led to the home becoming a central point for healthcare. This ‘care at home’ trend will give the OTC category a boost as consumers feel more confident to treat common ailments at home.”
Since the pandemic, consumers are increasingly treating their health holistically. As such, they are more aware of the products they use and how this might affect their natural body rhythms.
Brands can capitalise on this increased holistic approach by promoting the use of natural ingredients in their products and the health benefits these deliver.
Jakemans provides a range of soothing menthol lozenges in a range of flavours such as Throat & Chest, Honey & Lemon, Cherry, Peppermint, Blackcurrant, Menthol Eucalyptus and Blueberry.
Jakemans uses only the finest natural ingredients, contain no artificial colours or flavours and are suitable for vegetarians.
Each lozenge is bursting with menthol – an ingredient that releases natural vapours to soothe the symptoms of a sore throat and keep airways clear.
In fact, 19% of adults are interested in remedies with different flavour options (Mintel). This indicates that consumers are looking for ways to make being ill more bearable and to brands that can offer a variety of flavours.
This year will see the well-known and much loved Jakemans packaging undergo a refresh with a new look and feel. Remaining true to the heritage of the brand, the new logo and branding will retain its traditional styling and bold colours but will now feature a new logo and a standout white label on the front of pack. The brand is also proud to introduce a new ‘J’ icon with the aim that it becomes synonymous with the popular mentholated lozenge brand. The whole look is designed to help enable consumers to instantly recognise the brand on shelf. The new bag packaging is now recyclable at larger stores and the sweet twist wrap is fully compostable.
Jakemans will be supported throughout the winter season with a strong TV, OOH, radio and PR campaign ensuring consumers recognise the packs on shelf and the brand remains front of mind throughout winter, spring and other key seasonal moments.
As the colder months approach, cold and flu symptoms – such as a sore throat – can be self-medicated and often treated without seeing the GP or visiting a pharmacist. This provides wholesalers with an opportunity, as consumers continue to seek quick, convenient and easy shopping solutions for products offering symptom relief.
“By stocking a range of remedies, wholesalers will maximise their seasonal sales,” adds Hughes-Gapper. “Through winter, spring and other key seasonal moments menthol lozenges – such as Jakemans – are a vital product to stock to soothe the symptoms of a sore or tickly throat and keep airways clear.”
All Jakemans products are sold in shelf ready packaging making it easy to display whether on shelf or at the till and making it easier for consumers to pick their brand of choice.
Rob Watson, Marketing Manager – Cough & Cold, Johnson & Johnson Ltd, comments: “Two years on from the beginning of the COVID-19 pandemic, proactive healthcare has become more a part of our everyday regime and demand for self-care products is higher than ever. At Johnson & Johnson Consumer Health, we believe we are perfectly placed to help improve personal health by delivering products that are rooted in science and endorsed by professionals.”
The Winter Remedies (Cough, Cold and Flu) category has recovered from the lows of the lockdown’s of 2020 and early 2021, with demand significantly above pre-COVID levels through the off-season months. Experts believe that with the increase in movement and relaxation of all COVID-19 mitigation measures, cold and flu cases are predicted to bounce back this coming winter. We have already seen this in some Southern Hemisphere markets, such as Australia, which have seen record demand for these products during their 2022 winter season.
As such, the category is predicted to outperform pre-pandemic levels in terms of demand for common cold remedies and allergy symptoms.
Sudafed Blocked Nose Spray (xylometazoline) continues to be the #1 best-selling product in the winter remedies category (Nielsen) and the brand is seeing significant growth in cough syrups, with Benylin Chesty Coughs Non-Drowsy (guaifenesin and levomenthol), remaining the best-selling cough syrup on the market (Nielsen) and Sudafed tablets and capsules range also seeing significantly increasing demand.
Children’s medicine is also outperforming pre-pandemic levels, as children continue to build up their immunity to the usual bugs and germs, which they were less exposed to during the pandemic. To accommodate the wide range of consumer preferences and healthcare needs, Johnson & Johnson offers parents and carers new and different ways to take the power of their child’s health into their own hands. The Calpol range includes non-medicinal products such as the Calpol Vapour Plug and Nightlight, which has proved popular with parents who want to help comfort their child through the night and help with easy breathing. It releases soothing lavender and camomile vapours that can clear and ease children’s breathing for up to eight hours and now comes with a soft orange light.
With the burden on hospitals and GPs also anticipated to rise once again this winter, consumers will continue to look upon retailers and pharmacies for accessible self-care, and Johnson & Johnson is committed to supporting shoppers who we anticipate will rely more heavily on the winter remedies category in particular.
“Through our category-leading brands Benylin, Sudafed and Calpol we are ready to provide trusted support for the whole family,” adds Watson. “We believe it’s important to stay close to consumers to understand their needs, preferences and unique experiences, and then to combine these insights with strong science to make differentiated products that will have a meaningful difference in consumers’ lives.”
Benylin Herbal Chesty Coughs Sugar Free Syrup (ivy leaf dry extract) is launching in response to a growing demand for naturally-derived solutions in the health & wellness space. This new formula is made from 100% naturally derived ivy leaf extract, a traditional herbal medicinal product for use in chesty coughs associated with the common cold, exclusively based on longstanding use as a traditional remedy, as an alternative for those who prefer a sugar-free, plant-based product.
Benylin also has new packaging designs, which will help consumers to more easily navigate the range of cough solutions and make informed choices for their needs.
Victoria Gell, Fruity Confections UK Brand Director at Mars Wrigley, comments: “Following the pandemic, consumers have shifted their views on self-care, with research finding that 69% of people who might not have considered self-care their first option pre-pandemic were more likely to in the future (Nielsen). With the common cold affecting adults in the UK up to four times a year, this provides a significant opportunity for wholesalers to drive sales, especially during the winter months.”
Lockets contains a soothing liquid centre, with a clearing menthol flavour designed to help consumers keep a clear head. Lockets’ double action formula is one that can be relied upon to calm stubborn coughs and ease discomfort, making them a must stock for wholesalers. Each pack contains 10 sweets and the range includes three flavours- Honey & Lemon, Extra Strong and Cranberry & Blueberry.
“For wholesalers, merchandising their winter remedies portfolio effectively will be key in maximising sales,” adds Gell. “Mars Wrigley offers a dedicated range of eye-catching POS to encourage consumers to make the purchase on impulse. Using engaging and relevant POS can create intrigue for consumers, driving traffic to displays, which can also drive sales.”
During the colder months consumers can become more reliant on local retailers, especially when looking for winter remedies. Stocking over the counter medicine will be important for wholesalers to stock during the winter to help their customers cater to these demands.
The percentage of adults experiencing a cold in the last 12 months increased by 12% to 37% (Mintel). Furthermore, the UK government has issued warnings that flu cases could rise to higher levels than before the pandemic, in winter 2022.
Claire Campbell, Olbas Brand Manager, comments: “We are seeing shopper habits form around taking a much more proactive approach to their health which is driving the need for retailers to provide a wider range of products all year round. The symptoms associated with winter ailments, such as cold and flu, are actually very common in allergy sufferers.”
With Mintel estimating almost half of all adults suffer from an allergy, and of that, the most common is hay fever, affecting approximately seven million each year (Mintel), retailers should be aware there is demand all year round for remedies that ease symptoms such as congestion and tickly throats.
“When evaluating a core range to stock, independent retailers should align with consumer interest in prevention, encouraging early use of remedies and positioning products as helping to fight the development of seasonal ailments and associated symptoms,” adds Campbell.
Olbas is launching a new TVC supported by £1.5million media investment. The campaign will be supported with a strong PR campaign to ensure the brand and retail sales are well supported throughout the peak cold and flu season.
“Despite the cost-of-living pressures, consumers are still seeking out trusted brands that offer reassurance and efficacy,” says Campbell. “This in conjunction with increased consumer attention to health and immunity post-pandemic and a boost of co-mingling will see consumers seek out effective, convenient solutions to help relieve the common symptoms associated with cold and flu. Ensuring retailers can offer a mix of products and formats will ensure you capitalise on demand throughout the cold and flu season.”
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