There are plenty of new opportunities to expand your winter remedies section with cold-busting supplements and confectionery, reports Dawn Gay

As the issue of antimicrobial resistance looms ever larger, the fact that the majority of cold and flu infections are caused by viruses rather than bacteria means that doctors are avoiding prescribing antibiotics, explains Alison Cullen, nutritional therapist from the Swiss natural health supplier A. Vogel. People are therefore seeking other options for keeping their symptoms to a minimum, she says.

There are good reasons to recommend natural options for cold and flu, says Ms Cullen. For example, avoiding secondary bacterial infections by using natural remedies to counter the initial viral infection could reduce unnecessary antibiotic use.

The Health Plus ranges of back-to-basics remedies include the odourless Premier Garlic supplement, and the Immunade Pack daily sachets containing antioxidants and vitamins, which can be displayed alongside cold and flu ranges in pharmacies. “Winter will soon be here and the cold weather and Christmas rush can be stressful for body and mind, often leading to an unhealthy immune system,” explains Simon Bandy, general manager of Health Plus.

Echinacea options

A. Vogel’s winter offering includes immune- boosting, echinacea-based Echinaforce tablets, drops and throat spray. Its Echinaforce Hot Drink was the first of its kind in the UK and contains echinacea extract, black elderberry (Sambucus nigra), vitamin C and antioxidants.

A. Vogel medical director Dr Jen Tan says: “Previously, cold sufferers may have combined Echinaforce with over-the-counter drinks containing paracetamol, or simply used paracetamol-based drinks on their own to combat symptoms. The Echinaforce Hot Drink offers people a natural containing all the proven infection fighting benefits of echinacea.”

A clinical study by Cardiff University’s Common Cold Centre revealed that extracts from Echinacea purpurea could reduce the number of colds suffered by people with
a weak immune system by nearly 60 per cent. “Clinical trials have shown us that Echinaforce can significantly reduce the number of colds suffered by people with a weak immune system,” says Dr Tan.

Winter aches and pains

Medicare launched its new range of collagen-based liquid supplements in the UK in May. Collagen MSM Plus contains glucosamine, which is said to help to restore cartilage, chondroitin, which boosts hydration in the joints, vitamins C, D3, B12 and B6, and methysulfonylmethane (MSM) to relieve pain.

Joints may need a boost in winter months when vitamin D levels, which help relieve joint and muscle pain, are low, says nutritionist spokesperson for Medicare Sarah Flower. “During the colder months we spend more time indoors and lessen our exposure to vitamin D, so it’s advisable to take a supplement. We also tend to do much less exercise and end up sitting for longer periods. Gentle regular exercise is really important in order to keep the joints healthy and strong.”

GSK spends big on promotion

GSK is launching a £7.6m investment to drive awareness of Beechams, Day & Night Nurse and Otrivine.

Andy Mahoney, area marketing manager, respiratory, GSK says: “With research showing that 32 per cent of customers are looking for stronger cold and flu relief, we have a job to do in educating on the role that our portfolio of brands can do for consumers during the peak season. As a leader in the cold and flu market, it is important that we invest in the category and help drive growth.”

Day & Night Nurse has been advertised on television since October, communicating the brand’s ‘Nothing stronger for cold and flu’ claim, and is the first UK healthcare brand to utilise the new MediFacts advert format.

Last year’s tongue-in-cheek Beechams ad featuring the man in a duvet, is also returning to screens as part of a £3m investment, supported with a 10-inch tag highlighting Beechams Max Strength Sore Throat Lozenges.

Cough innovation

Launched earlier this year, Unicough is the first and only licensed cough medicine that is clinically proven to provide relief for all common coughs. Unicough addresses cough reflex hypersensitivity – the underlying driver of the urge to cough, irrespective of cough type, with a recent study showing that it reduces cough frequency and night-time cough disruption.

A single-blind, randomised study of 163 patients at 18 pharmacies and five GP practices in the UK compared Unicough with simple linctus in terms of daily cough severity, cough frequency and cough sleep disruption. Patients who went to their GP or pharmacy with a common cough were allocated seven days of treatment with simple linctus or Unicough four times a day at 5ml and 10ml.

The study found that Unicough significantly reduced cough frequency on days three, four and five, as well as reducing sleep disruption due to coughing on days four and five. Around twice as many patients taking Unicough stopped treatment early, after the third day, because their cough was better.

Sales of cough medicines in pharmacies reached £19m in 2014, but there have been claims that they don’t work. A series of Cochrane studies had found “no good evidence for or against the effectiveness of over-the-counter medications in acute cough”.

Consultant respiratory physician Surinder Birring, who led the Unicough study, says: “The Cochrane report highlighted the limited evidence for the efficacy of cough medicines, but this new research suggested that Unicough has merit. Unicough has clinically proven benefits and appears to tackle the hypersensitivity of the cough reflex, not just the symptoms.”

Unicough is now available in both 150ml and 300ml bottles.

Cold confectionery

Fisherman’s Friend continues to support its lozenges with a TV advertising, PR and social media, and sampling campaign this cold and flu season. The brand has already seen 12.4 per cent year-to-date growth with its top-selling UK flavours – original extra strong, sugar free blackcurrant, aniseed and sugar-free honey and lemon.

Martin Stimson, Fisherman’s Friend’s UK area business manager, says: “To make the most of the winter cough and cold season, retailers should make sure they have a well- stocked selection of lozenges, with enough variety to allow people to mix and match their favourite flavours.”

LanesHealth plans to spend £1.4 million marketing its throat and cough sweet brand Jakemans during the 2016/2017 winter season.