Cough & Cold: the category that breathes innovation

Written by Alexandra Lecomte on December 30, 2025.

Driven by record growth in Europe, the Cough & Cold category is positioning itself as an innovation laboratory for natural healthcare. Brands are competing to be creative with new formulations and technologies, enhanced sensory experiences, and formulas enriched with natural active ingredients. Their product ranges are expanding and becoming more structured to meet all needs related to throat, nose, and respiratory tract well-being.

According to the 2023 Barometer of Primary Care Health and Prevention Products in Pharmacies, published by the Nères association in partnership with OpenHealth Company¹, the respiratory system category continues its strong momentum in primary care (in France). In 2023, over-the-counter medicines in the respiratory segment generated 445 million euros, a 16% increase compared with 2019, while the equivalent category for food supplements showed an even more pronounced growth: +13.5% vs 2022 and +47.3% vs 2019. These results illustrate the growing interest of French consumers in prevention and relief products for winter ailments – coughs, colds, sore throats, and minor ENT issues – now central to self-medication practices.

“Greenification” in Cough & Cold: when long-standing brands turn green

Like many other segments in the self-care market, the Cough & Cold category is not immune to the “greenification” trend — this shift toward greener positioning that reflects consumers’ increasing demand for more natural and “reassuring” products. Some long-standing brands have chosen to respond to this expectation while capitalising on reputation. Their strategy: to develop, alongside their traditional products, more natural complementary product ranges, often positioned at the crossroads between medical devices and food supplements (see also our article Selfcare: medical devices and food supplements – a win-win combination).

With Fervex and Phytovex, UPSA perfectly illustrates the “green” shift taking place in the Cough & Cold category. A long-standing brand for relieving winter symptoms, Fervex embodies UPSA’s scientific expertise and pharmaceutical reliability.²

Phytovex, its “natural counterpart,” extends this approach with a range of four medical devices (nasal spray, syrup, throat spray, and lozenges) made with plant-based active ingredients and built around a clear promise: combining science and nature.

The same logic applies at Pierre Fabre. The Drill brand is based on synthetic compounds (chlorhexidine, tetracaine), used to combat local infection and relieve pain. Alongside it, the company launched Libérill in 2024, a complete product range made with natural-origin ingredients: three food supplements formulated with acacia gum, and two medical devices (a spray and a syrup).³

We can also note the evolution in packaging reflecting the respective positioning of the two ranges: from Drill’s pharmaceutical red to Libérill’s green, plant-inspired universe.

Synergy between medical devices and food supplements

The Granions brand perfectly illustrates this complementarity between regulatory statuses.⁴ Its product range dedicated to winter ailments combines medical devices and food supplements for an offer designed to address the full spectrum of Cough & Cold conditions.

From the Rhinargion Rhume spray, formulated to decongest nasal passages from six months of age, to the Nez & Gorge (Nose & Throat) and Honey–Lemon throat tablets made with plant-based active ingredients (marshmallow, Iceland moss, propolis, chamomile, thyme, etc.), each product targets a specific ailment: stuffed nose, cough, irritated or hoarse throat. The product range stands out for its comprehensive structure, able to address all winter symptoms and all consumer profiles, from children to adults. This interplay of complementary products makes it possible to offer, under a single umbrella brand, an approach that is both cure-based – through medical devices – and preventive – through food supplements – depending on consumer needs.

Innovating to stand out

As in many dietary supplement categories, the abundance of the Cough & Cold products on the market means that manufacturers need to differentiate themselves. This differentiation can take several forms: an original positioning on indications, innovative galenics, technologies designed to optimise the effectiveness of active ingredients, or distinctive formulation choices featuring “star” ingredients.

Between throat, nose, and cough: the positioning game

In terms of indications and positioning, the category is broadly divided into two types of claims for oral products: so-called “simple” claims, focused on the throat, breathing/nose, or cough, and “combined” claims, which combine, for example, throat + nose or throat + respiratory.
For the simple claims, there is a wide range of promises linked to throat comfort – soothing, calming, relieving irritation – as well as more specific targets, such as the vocal cords. For products focused on breathing, the benefits place greater emphasis on clearing the airways, often supported by the repeated use of essential oils, particularly eucalyptus or pine.

Finally, certain formulas with “combined” claims go further by bringing together multiple benefits, such as Granions’ Nez & Gorge (Nose & Throat) with its day/night claims.⁵ The daytime formula combines marshmallow for its soothing effect on the throat with vitamins C and D3 to support the immune system. The nighttime formula, made with chamomile and holy basil, aims to improve respiratory comfort while promoting more restful sleep.

Increasingly expert formulations

Beyond claims and positioning, product composition has become a key lever of differentiation in the Cough & Cold market.

On the medical device side, we mainly find ingredients with a mechanical mode of action, designed to protect, lubricate, or soothe the mucous membranes. This is the case with ectoïne, a natural molecule derived from halophilic micro-organisms, known for its ability to stabilise cell membranes and form a protective barrier against irritants. Another example is the Mucobarryl® Plus complex (Cooper)⁶, which combines larch bark and Iceland moss for a muco-regulating and anti-inflammatory action. These products aim to mechanically relieve the throat or respiratory tract by forming a protective film or by limiting mucosal dehydration, providing lubricating and anti-irritation benefits.

Food supplements, on the other hand, favour a more nutritional approach, featuring a wide variety of plant extracts with recognised properties: marshmallow, sage, chamomile, elderberry, erysimum… To this are added essential oils (eucalyptus, peppermint, sweet orange, etc.), essential products in this category that play a major role in formulas designed to support easier breathing.

Another recurring pillar is the use of vitamins and minerals, which give products an additional immune-supporting dimension (vitamins C and D3, zinc, copper, selenium). Finally, beehive products play an important role, with propolis and royal jelly, but also honey, often used for its soothing properties and natural image.

Among the market’s “signature” ingredients, Manuka honey frequently appears in formulations thanks to its soothing and antibacterial properties, linked to its methylglyoxal (MGO) content — measured using the UMF/IAA index. It can be found, for example, in Herbesan throat lozenges made with Manuka honey IAA 10+.⁷

But this rare honey is also one of the most prone to fraud. A recent study (Wu et al., 2023, Food Control)⁸ revealed how often Manuka honey is adulterated with common honeys, highlighting the need for reinforced analytical control. This is why many brands today choose to showcase their ingredients by demonstrating their quality through specific analytical tests (for more on this topic, see our article Plant-based dietary supplements: How can a brand secure and enhance its offering?).

Moreover, the “sugar-free” claim is emerging as an additional nutritional argument. However, this promise does not exclude the use of sweeteners in certain formulations, while others retain a natural source of sweetness through honey.

Weleda, with its Sirop Toux Sèche et Grasse (Dry and congested Cough Syrup) medical product, is also aligned with a clean-label approach, featuring a formulation designed to be preservative-free – a notable technical choice and one rarely seen among syrups in the natural health market. The product also claims “100% natural-origin active ingredients,” a strong argument for consumers who increasingly seek naturalness and transparency in everyday health products.

New generation technologies

The Cough & Cold segment is seeing the emergence of a new generation of patented mechanical technologies designed to enhance throat comfort and protect irritated mucous membranes. Developed by innovative manufacturers, these solutions rely on a biomimetic approach: they allow the formulation to adhere directly to the mucous membranes, creating a protective film that acts as a physical barrier against irritants.
This cutting-edge technology, presented a few months ago at Vitafoods 2025, can be integrated into various dosage forms (lozenges, tablets, sprays) and adapted to several respiratory or ENT indications. By mimicking the natural defense mechanisms of the respiratory tract, it claims to provide immediate soothing action while optimising product performance and stability.

Galenics, as a driver of innovation and sensory experience

The galenic form has become a true differentiating factor in the Cough & Cold segment, to enhance both effectiveness and to enrich the consumer experience.

Some brands are betting on made over traditional formats, such as the iconic Valda lozenges (Perrigo)⁹, formulated with acacia gum – a natural coating agent with soothing and film-forming properties that soothes the throat while promoting salivation.

This ingredient perfectly embodies the trend toward more natural and functional galenics (see our article Acacia gum and gummies: the story of a beautiful encounter).

For children, some products explore playful formats, such as the Junior-Angin lollipops (Melisana Pharma).¹⁰ These products leverage an active galenic: lollipops stimulate saliva production and promote a mechanical action of hydration and protection of the mucous membranes, enhanced by Iceland moss and calcium pantothenate.

Sensory pleasure also plays a key role in this category, where products are often kept in the mouth for an extended period. This is precisely the advantage of liquid-centre lozenges such as Oropolis® (Vicks), which gradually release a liquid centre that coats the throat with a protective layer.

Finally, some manufacturers are innovating with orodispersible forms that combine an immediate slightly effervescent melting effect. This specific texture promotes rapid release of active ingredients directly into the oral cavity, thereby improving their absorption and effectiveness. Convenient and suitable for all types of users — especially those who cannot always take water — these forms support better compliance and optimised bioavailability, notably by reducing hepatic degradation of active ingredients. This technology is increasingly appealing to companies seeking to combine ease of use with enhanced absorption performance (see also our article Galenic innovation: the importance of combining effectiveness and pleasure in food supplements).

BOTANIBRANDS, your expert partner in the Cough & Cold market segment

A fast-growing category, Cough & Cold still offers strong innovation potential. BOTANIBRANDS supports brands wishing to strengthen their position in this segment — from strategy through to market launch.

Strategic marketing & market insights

In partnership with Nicholas Hall Group, a leading consultancy and strategy firm in the self-care market, BOTANIBRANDS helps brands analyse their competitive environment and identify the best innovation opportunities.

Thanks to the CHC New Products Tracker of the Nicholas Hall Group – a true global database dedicated to innovation in consumer healthcare – brands can track new launches, product line extensions, and reformulations, and analyse competitive dynamics by market or category. This exclusive tool makes it possible to identify emerging trends and pinpoint the best development opportunities in the self-care market.

To learn more, discover our exclusive interview with David Redford, OTC Insights expert, on key innovations in the Cough & Cold segment and on the CHC New Products Tracker, a unique tool for monitoring launches in the consumer healthcare market.

In partnership with BOTANIBRANDS, you can benefit from personalised support to explore insights from this platform and guide your innovation strategies.

Take advantage of a 20% discount and contact us to learn more about this exclusive analytical service.

Turnkey and customised solutions

In a category as dynamic as Cough & Cold – where innovation and differentiation are essential – BOTANIBRANDS supports brands in developing high value-added solutions in line with market expectations.

We operate across three complementary areas:

Ready-to-market innovation: identifying product opportunities that are already developed and immediately adaptable to your target market.
Customised innovation: designing and formulating differentiated solutions based on sound scientific data, through to regulatory validation and market launch.
Technical and regulatory due diligence: in-depth evaluation of your in-licensing projects, integrating scientific, technical, regulatory, and marketing aspects.

Innovation & industrial partnerships

Thanks to our European network of partners, BOTANIBRANDS connects brands with manufacturers and suppliers offering patented technologies or exclusive galenic solutions, helping accelerate and differentiate product development.

Want to make a difference in the Cough & Cold market?

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