Consumer Digest: Cold and Flu
Welcome to this edition of the Consumer Digest, our periodic newsletter where we provide relevant, informative, and actionable insights around consumer trends. This issue, let’s unpack how consumers are preparing, preventing, and prioritizing their cold and flu needs this season.
When Consumers Gear Up for Cold & Flu Season
As the air turns crisp, so does concern about cold and flu season, but not everyone’s rushing to stock up. While 35% of consumers say October marks the true start of cold and flu season (with September and November close behind), most are taking a measured approach. About 40% prepare once the season starts, 31% wait until illness impacts their household, and just 29% act early, proving that many are taking a reactionary approach.
Consumers Weigh Brand Loyalty Against Savings
Nearly half of all consumers (and more than half for OTC medications) are willing to switch brands if the deal is right. From medicine cabinets to cleaning closets, value is a major motivator this season, even as roughly half of shoppers continue to stick with their trusted favorites.
Defense Mode: Inside Shoppers’ Cold & Flu Prevention Habits
When it comes to staying healthy, shoppers are taking matters into their own (well-washed) hands. This cold and flu season, 90% say they’re washing up regularly, while many are boosting their defenses with vitamins (68%), sanitizing surfaces (60%), staying hydrated (60%), and keeping hand sanitizer close (55%). Showing that some shoppers are making conscious, everyday decisions to stay healthy.
When Convenience Calls: How Sickness Shifts Shopping Habits
While many shoppers still prioritize the in-store experience, when illnesses hit, convenience rules. While most (71–78%) still browse aisles during the season, about half turn to pick up or delivery when they’re sick.
Adapting to Shifting Shopper Habits
Cold and flu season shows just how quickly shopper behaviors can shift. From in-store browsing to pickup and delivery, to preparing for the season and pivoting when it happens. For CPG brands, understanding these patterns during peak illness periods helps ensure they remain relevant and responsive when shoppers are looking for solutions the most.
For strategies on how your brand can activate against our insights, download the full Consumer Digest report.
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