At a time of great change, many challenges, and hidden opportunities in Consumer Healthcare, it is all-important to watch for competition, identify trends early and distinguish true innovation that bring new benefits to consumers from “me-too” products that don’t.
To better understand trends in innovation across the Cough, Cold and Allergy (CCA) category, BOTANIBRANDS interviewed David Redford, Managing Editor – Digital Services at Nicholas Hall Group, leading international specialist in the Consumer Healthcare industry. He will talk about some of the most notable new products across the world and how CHC New Products Tracker helps marketers uncover the biggest future opportunities and “launch fewer, but better products.”
The CHC New Products Tracker: how does this strategic tool measure, assess, and track innovation? An example with the Cough, Cold & Allergy segment.
BOTANIBRANDS: To start, could you explain what CHC New Products Tracker is and how it helps brands monitor innovation in the Consumer Healthcare market?
David Redford: Nicholas Hall’s CHC New Products Tracker was developed 10 years ago to help brand owners evaluate new product development trends in Consumer Healthcare, set benchmarks and create successful innovations and portfolio strategy. It is also used for assessing acquisition targets’ performance and innovation freshness compared to competitors.
The progressive online platform has a global outlook and a database of over 50,000 new product entries, covering 21 countries and the 6 major categories, including Cough, Cold & Allergy. We also track new product developments in digestive health, pain relief, skin care, Vitamins, Minerals & Supplements and Lifestyle products such as smoking control, eye care, sleep aids or sexual health.
Tracker has a unique innovation rating system, and it allows users to continuously monitor global trends in CHC innovation and leverage business intelligence to transfer a tracking tool into a planning tool.
BOTANIBRANDS: You mentioned an innovation rating system. How does it work, and what does it reveal?
David Redford: Every product on the database is given a star rating from 1 (low innovation) to 4 (high innovation) and we are transparent about our reasoning. If a product is awarded 2, 3 or 4 stars, we explain why innovative new product features range from novel formulations to cutting-edge delivery systems and unique, science-backed health claims.
The vast majority (74%) of the 50,000+ new products in the database are rated 1 star, indicating a low level of innovation in the industry and a tendency for marketers to launch “me-too” products. 2-star products account for a 22% share and often have one notable innovative feature, while 3-star products claim a 4% share and offer multiple new benefits to consumers. 4-star products account for just a 0.2% share and this ranking is reserved for groundbreaking innovations, often major Rx-to-OTC switches.
Innovative products in the Cough, Cold & Allergy category
BOTANIBRANDS: Which key players and emerging trends are you seeing in recent launches within the Cough, Cold & Allergy category?
David Redford: Global CCA new product development activity saw a slight increase in activity in 2024 vs 2023, although genuinely novel launches remain limited globally. Key active players included Reckitt (e.g. Mucinex) and Kenvue (e.g. Zarbee’s).
In France, cough and sore throat were the two most active categories for new products, including several additions to Pierre Fabre’s Libérill range and Recordati’s Hexaphyto Spray Toux.
Formulation trends strongly favour herbal & naturals (e.g., ivy leaf, honey-based products), spurred by ongoing regulatory restrictions on ingredients like DXM and PSE. Many new CCA products boast immunity-boosting claims to enhance appeal. Delivery format innovation has focused on convenience, notably soft chews, orodispersibles, liquid sticks and novel nasal spray delivery systems, such as Mucinex’s 2-in-1 nozzle.
BOTANIBRANDS: In your view, what are the most notable launches in the category, and why?
David Redford: In 2024, US marketers focused on innovative formats for children, addressing consumer demand for improved safety profiles and a move away from traditional cough syrups. Reckitt’s Mucinex’s Mighty Chews (summer 2024 launch) were claimed to be the “only kid’s medicated cough soft chew” on the market.
In Japan, there is a notable trend for “all-in-one” relief C&C products, resulting in extensive combination formulas. Notable launches in 2024 included Stona EX and Colgen Kowa Comprehensive Cold Medicine, both marketed for “11-symptom” relief.
In Europe, P&G extended the Wick range in Germany in 2024 with the Husten-Sirup Natura sub-line, using herbal ingredients like marshmallow and ribwort plantain.
In the UK, Perrigo launched Bronchostop 5in1 Multi-Symptom Action Syrup with a novel, natural-based cough formulation (marshmallow and Iceland moss extract).
BOTANIBRANDS: How is the balance evolving between medical devices, OTC medicines and dietary supplements within this market segment?
David Redford: The classification balance for C&C remedies is evolving, largely driven by regulatory restrictions on allopathic ingredients, such as DXM, PSE and pholcodine. These restrictions encourage marketers to pivot toward formulations classifiable as food supplements or medical devices, rather than traditional OTC medicines. In the supplements space, medicated confectionery brands are merging cough & sore throat positioning with immunity-boosting claims (elderberry / zinc / vitamin D formulations are popular) to increase year-round appeal.
BOTANIBRANDS: What role does naturality play in this category today?
David Redford: We have tracked regulatory restrictions on DXM in China and Italy, PSE in France and Belgium and pholcodine in UK and Australia over recent years. This trend has been the major driver in the upsurge in natural cough & cold launches. These natural-based innovations have also tapped into consumer demand for safer, “clean” alternatives. Very few of these natural innovations are rated more than 2 stars by Tracker and there is real potential for marketers to invest more in scientific research to support evidence-based cough & cold claims for these products.
BOTANIBRANDS: Finally, in your opinion, what are the biggest opportunities for innovation and growth in the Cough, Cold & Allergy market today?
David Redford: There are real opportunities for C&C marketers to break free of the seasonality of the market and launch innovations with evidence-backed immune-boosting claims to justify purchase outside peak season. Rising levels of air pollution and climate change also offer the potential for a year-round market for respiratory health products.
There is also ongoing potential for major switches that could redefine the systemic cold & flu category. For example, the possible Rx-to-OTC switch of antiviral medications like Tamiflu (oseltamivir) in USA, backed by OTC diagnostics, could unlock C&C growth.
Overall, we would advise marketers to launch fewer, bigger and better products as mentioned previously, around 75% of new products are rated 1 star and lack true innovation and, according to Nicholas Hall, around 70-90% of CHC launches fail to meet their sales target.
Just as the CHC New Products Tracker plays a key role in analysing trends in the Cough, Cold & Allergy category, this tool also helps you spot trends early, watch for competition and uncover opportunities to innovate across all Consumer Healthcare categories. It will help you to anticipate change and direct R&D investment to strengthen and grow your brands.
As long-term network partner to Nicholas Hall Group of Companies, through BOTANIBRANDS now you get 20% onboarding discount.
For more information and a free demo, please contact david.redford@nicholashall.com and quote ‘BOTANI20’. Promotion available until end of Dec 2025.
| Nicolas Hall Founded in 1978 as a specialist consultancy, Nicholas Hall Group of Companies now provides end-to-end solutions from strategic data to planning and execution focused on the Consumer Healthcare industry. The company has a global team of 65 specialists and consultants, plus 25 network partners, who provide expertise and local insights to help businesses succeed worldwide. Top multinational CHC companies as well as regional players and private equity firms rely on its solutions to grow, seeking its expertise in new market entry, brand building, strategy and M&A. Visit https://nicholashall.com/ for more information. |
