Over-the-counter cough and cold remedies face increasing competition from products based on natural ingredients such as propolis, echinacea, elderberry, ginger and honey. This trend is driven by a change in consumer habits, which are increasingly moving towards a holistic approach to health and rising concerns about the use of synthetic drugs, particularly over extended periods of time.
Despite the encouraging performance of the e-commerce channel in several OTC categories, the cough and cold remedies segment is displaying an anomalous trend. Contrary to expectations, during flu peaks, online sales do not increase in proportion to the increase in demand, as happens in physical pharmacies.
Due to the progressive ageing of the Italian population and the consequent risks associated with the spread of influenza in this at-risk category, the Italian Government continues to operate a strong media campaign for vaccination, making it available from October 2024. In order to ensure ever greater coverage, the government has reconfirmed the free vaccination for all the over-60s and other sensitive demographic categories, including those with diseases that increase the risk of complications from influenza, pregnant women and those in the postpartum period, children under the age of six, people hospitalised in long-term care facilities, and family members and contacts of people at high risk of complications.
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Understand the latest market trends and future growth opportunities for the Cough, Cold and Allergy (Hay Fever) Remedies industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Cough, Cold and Allergy (Hay Fever) Remedies
This is the aggregation of decongestants, cough remedies, pharyngeal preparations, medicated confectionery, combination products, antihistamines and paediatric cough, cold and allergy remedies.
See All of Our DefinitionsThis report originates from Passport, our Cough, Cold and Allergy (Hay Fever) Remedies research and analysis database.
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