also use cough drops to avoid dry mouth, to freshen breath and hide or mask smoking odour,” she says. Visibility is the bottom line to help maximize cough and cold sales. Traditionally, the category has been stuck behind the till with a smattering of medicinal confectionery lines put out on the counter. Shields advises liberating cough and cold symptom relief products from their hiding place and getting them out there and in the faces of your customers. “Displays serve as a reminder that consumers may want these products,” she says. ◗
“C-retailers can do a better job with the category by giving more format options for their customers in peak season and by cross-selling other categories with cough and cold” - Diane Shields
Key cough-cold takeaways
Consider counter displays if your store has limited floor space.
Stress the best by focusing on your top-selling cough and cold SKUs with prime placement on the top shelf at the front counter.
Position cough and cold products close to the checkout for impulse purchases.
Place related products (facial tissue, lip balms), close to or beside your cough and cold lineup.
Always stay in stock of your best-selling cough and cold products throughout the year. This category shows robust sales even off-season.
The cough & cold category in C&G at a glance: L52Wks growth is +2.2% within C&G channel, however pacing stronger within National Grocery + Drug + Mass at +9.2%.
Illustration by Freepik.com
Off-season cough/cold months (April-August) showed strong growth within the C&G channel, with average monthly growth of 6.8% (source: Nielsen MarketTrack, L52Wks, PE Nov 25, 2017).
CCentral.ca
January 2018
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