Cough, Cold and Allergy (Hay Fever) Remedies in Mexico - New Market Study Published

In December 2013 the leading Mexican distributor of medicines, Casa Saba, sold its distribution business to the North American companies Pharma Equity Global and World Global Equity. This was the first of many moves that Casa Saba would make after declaring bankruptcy. As the leading distributor, this sale negatively affected many Rx and OTC categories, and cough, cold and allergy (hay fever) remedies was no exception. In addition, the leading retailer Walmart changed its OTC display strategy at the end of 2014 and beginning of 2015; a situation which also affected cough, cold and allergy (hay fever) remedies, since consumers could not easily find their preferred products or had to ask for them, negatively affecting volume growth.

Competitive Landscape

The competitive landscape in cough, cold and allergy (hay fever) remedies in Mexico is led by Mondelez México, which accounted for an 18% value share in 2015. The strong position that this company holds is due to its Halls brand, which accounted for a 90% share of value sales in medicated confectionery in 2015, giving it a very strong position in overall cough, cold and allergy (hay fever) remedies. Halls has managed to constantly innovate, especially in terms of flavour; a situation that keeps the brand amongst consumers’ preferences. Halls has managed to be almost a synonym for confectionery relief for sore throats. This is combined with the fact that being confectionery, it can easily be found at street stalls or at the cashier in supermarkets, besides in parapharmacies. Mondelez was followed by Schering-Plough, with a 12% value share in 2015 with its very popular brands Desenfriol, Clarityne and Afrin. PGT Healthcare held third position thanks to its brand Vick, which is another strongly positioned medicated confectionery brand, although it is also present in decongestants under the same umbrella brand.

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Industry Prospects

Over the forecast period cough, cold and allergy (hay fever) remedies is expected to increase by a value CAGR of 2% at constant 2015 prices, to reach Mx$9.8 billion in 2020. This growth is likely to be driven by increasing distribution, higher price competition and special packs which sell two products at a special price. However, this promotional strategy is not very usual, since according to interviews, consumers get used to special packs, and subsequently refuse to purchase individual units of products.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Cough, Cold and Allergy (Hay Fever) Remedies industry in Mexico with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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