Independent retailers should make sure their winter remedies range is in place before the season of coughs, colds and sore throats really kicks in, according to advice for the autumn trade. For most independent stores, that means concentrating on a manageable core range rather than trying to cover every option, with trusted brands, strong availability and products that address different shopper needs taking priority.
Adapting the fixture for changing needs
Elizabeth Hughes-Gapper, senior brand manager at Jakemans, says the amount of space given to the category depends on store size, but that all retailers should make sure it is easy to shop and well stocked throughout the winter.
“As retailers move into autumn and winter, it’s important to adapt the over-the-counter (OTC) fixture to reflect changing shopper needs, with a strong range of trusted winter remedies available ahead of the seasonal peak,” she says. Alongside established cough and throat products, Hughes-Gapper recommends offering sugar-free options and different flavours to provide a wider choice.
Brand recognition drives OTC choices
Brand recognition has an important role to play when shoppers choose OTC products. Research from the PAGB Self-Care Census 2025, cited by Jakemans, shows that 93% of branded OTC buyers use brand names to help them decide which products to buy. Jakemans says it is the UK’s number one cough and throat lozenge brand, according to Kantar data to 22 March.
Rival brand Halls also points to familiarity as an important part of the buying decision. Susan Nash, trade communications manager at Mondelēz International, says retailers should cover both menthol clearing and gentler soothing options.
Accessible options and secondary siting
Data from market analyst Nielsen, supplied by Mondelēz, shows Halls as the leading “relief candy” brand in the UK. Its range features Halls Mentholyptus, including Extra Strong and sugar free variants, alongside Halls Soothers. Singles are particularly important in this sub-category, Mondelēz says, reflecting shoppers’ need for an easy-to-buy product when symptoms strike.
Visibility is as important as range, suppliers argue, with winter remedies needing a clear home in the healthcare fixture. But secondary siting can help retailers pick up extra sales, they add. “Dual-siting, such as merchandising throat lozenges both within the healthcare aisle and near the till, makes products easier to find and encourages impulse purchases,” says Hughes-Gapper. This is particularly useful for products such as throat lozenges and cough sweets, where purchases may be prompted by an immediate need rather than a planned shop.
Promotions can add visibility, but Jakemans argues they work best alongside clear signposting, good availability and simple symptom-led merchandising.
Broadening range and priorities
The category is also broadening. Sugar-free products are becoming more prominent, while new flavours give shoppers more choice within familiar formats. Jakemans, for example, has added Sugar Free Summer Berries to its permanent range and is preparing to introduce Blood Orange & Warm Spice in September.
For independents, though, the priority is straightforward: have the core winter lines in place before demand builds, keep trusted products easy to find, and use secondary space where possible to turn a pressing need into a quick purchase.
