OTC cold, cough and allergy products: more choice or more confusion?

Abstract

Cold and allergy remedies are one of the most confusing markets to consumers. There are several reasons why there is confusion among consumers when forced to select a cough/cold/allergy product. This paper examines the over-the-counter cold/cough/allergy products market specifically with respect to: (1) What are the common pharmaceutical active ingredients in cold/cough/allergy products? (2) What percentage of products are single ingredient, two ingredient, three ingredient or more? (3) What are the common combinations of pharmaceutical ingredients present in cold/cough/allergy products? The answers to the above questions could help health professionals such as pharmacists in rendering services such as counseling consumers when approached with questions about cold/cough/allergy products. The results could also help retailers in developing better shelf placement and positioning of cold/cough/allergy products.