Consumer trends in cough, cold and flu remedies
Sniffle season is upon us, and Canadians are arming themselves with a wide range of products designed to deal with coughs, congestion and other cold and flu symptoms. And while the connection between colder weather and respiratory issues isn’t new, consumers have evolved in the way they manage their health.
Product innovation, a desire for value and a more proactive mindset are among the factors leading to changes in consumer behaviour, according to Syed Zeeshan Shams, head of marketing for Haleon Canada, manufacturer of symptom-treatment brands such as Buckley’s, NeoCitran and Centrum multivitamins.
“Canadians are exhibiting behaviour changes following the pandemic. They’re treating coughs and colds sooner and stocking up on medications,” he says.
More than just treating symptoms as they emerge, consumers are doing their best to prevent cold-weather illnesses in the first place. According to Innova Market Insights, global supplement launches with immunity claims have risen by 7% over the past five years, suggesting an increased interest in prevention.
And Shams at Haleon cites 2025 Ipsos research indicating 69% of consumers believe early intervention can halt or hinder illnesses, with 71% using a combination of over-the-counter remedies and vitamins or supplements.
No amount of prevention, however, can guarantee protection from cold and flu. With that in mind, here are a few of the trends to expect as consumers go into battle against seasonal sickness:
Multi-symptom treatment
In an environment of rising prices and belt-tightening, the cold and flu category is like almost every other section in the grocery store. Consumers want their money to go further, so it’s no longer enough to treat symptoms individually.
“Canadians are seeing cough and cold as an essential shop. It is not considered discretionary spending,” says Shams.
“Consumers are turning to multi-symptom or combination products to lessen the number of products purchased.” With this in mind, Shams says Haleon is working with retail partners to promote a “tool kit” approach to cold and flu treatment. He adds that quick symptom relief is also a key factor in consumer choice. “Instant gratification may be linked to the perception of value.”
Fabio De Rango, pharmacist and associate owner at Shoppers Drug Mart, says convenience continues to be a major factor in shaping customers’ purchase decisions.
“Products that tend to treat multiple symptoms are being favoured over single-ingredient products,” he says. “This is even the case if customers are only experiencing one symptom such as cough; we are finding they want something that will also treat a stuffy and runny nose in case they develop those symptoms later on.”
Natural ingredients
Cold, cough and flu are natural parts of life. And consumers are increasingly looking for treatment options that are naturally sourced. According to research conducted by Ipsos FIVE in July, four of the top five label claims for cough drops and lozenges reflect this demand, led by no artificial flavours/preservatives, with fat-free, no-sugar-added and no artificial colours or dyes also in the mix.
“This really points to the notion of supporting illness with clean and natural ingredients,” says Jenny Thompson, director of market strategy and under- standing at Ipsos.
Among the most popular of these natural ingredients is honey. Over the past two years, Haleon has launched Buckley’s Jack and Jill Honey for children and Buckley’s Soothing Mixture for adults, both of which promise cough and sore throat relief from naturally sourced honey.
At Honibe, honey is the manufacturer’s raison d’être, as all its products feature honey as the primary ingredient. “Consumers are seeking natural, effective and convenient products—and they already know honey is inherently good for you,” says Eins Mutuc, marketing director at Island Abbey Nutritionals, makers of Honibe. “Honey naturally soothes sore throats, calms coughs and supports wellness.”
Mutuc says the company innovates on top of this honey base through natural additives such as vitamin C, zinc, echinacea and elderberry to provide additional immune support.
Innovative formats
Once ruled by harsh flavours, syrups and pills, the cold and flu category embodied the phrase “taking your medicine.” But, now, there are more options than ever. Brad McMullen, president at Summerhill Market, points to the success of Goodvibes Juice Co.’s “shots” —pouched-sized blends such as “Sick Day” made with ginger, cayenne and echinacea tea. “It’s been new to Summerhill the last couple of years and it’s one of our top-selling items,” says McMullen. He also names
Beekeepers Naturals, whose product line includes throat-soothing lollipops and immune support sprays. Mutuc offers a succinct summary of what Canadians are seeking this cold and flu season: “People want multi-symptom relief, enjoyable formats like gummies and lozenges, and full transparency on ingredients and sourcing.”
