Brand marketers may be seeing some success standing out in a crowded category by motivating planned purchasing of their cough/cold products (see graph). Fourth in a continuing series of trended surveys, the 2019 Study of OTC Cough & Cold Products in the U.S. provides insights on recent cough and cold sufferers' experience with and attitudes toward cough and cold treatment and preventative products. The study tracks cough and cold sufferers' awareness, usage of and satisfaction with cough and cold product brands.
Specific topics addressed by this study include:
- Brand and advertising awareness
- Brand usage and satisfaction, including a Key Driver Analysis to identify the attributes that most strongly drive satisfaction with cough and cold product brands
- Importance of product attributes and ingredients
- Perceived effectiveness of cough and cold treatments
- Form and flavor preferences
- Use of multi-symptom vs. single-symptom medications
- Use of natural cold supplements for prevention and treatment
- Purchase habits and retail outlet usage, including behind the counter medications and store brands
- Role of physicians and other healthcare professionals in the selection of treatments
- Changing attitudes toward cold treatment products
- Details of cough and cold experience: severity, duration, and bothersomeness of symptoms, etc.
- Market Segmentation Analysis which identifies distinct groups of cough/cold sufferers differentiated with regard to their treatment practices for insights into which segments represent the best targets for cough/cold products.
- Summary Volume - Written analysis in PowerPoint including Key Findings, Summary and Market Segmentation.
- Top-line Trends Volume and Excel Tabs - Trended top-line tables detailing findings from all questions, with Excel tabulation tables attached.
- Phase I: General Population - online surveys conducted among 1,064 adults aged 18+ in order to determine the incidence and establish a profile of adults who have suffered a cough/cold in the past 12 months.
- Phase 2: Survey of Adult Cough & Cold Sufferers - online surveys conducted with 529 adults, aged 18+ who report experiencing a cough and/or cold in the past 12 months. Interviewing was conducted between August 26 and September 18, 2019.
- Trends from previous studies conducted in 2003, 2010 and 2016 are included where applicable.