Familiarity counts for over the counter
FOLLOWING a rollercoaster two years for the winter remedies category, sales are bouncing back.
Established brands seem to be resonating with shoppers as they increasingly seek out over-the-counter remedies. This comes in the wake of two socially-distanced cold and flu seasons when more traditional ailments were kept at bay.
Jon R White, regional business manager for the UK at Fisherman’s Friend, suggested it is now full steam ahead for the brand.
“We are certainly seeing our category bouncing back, recording both value and volume growth at the start of the 2021/2022 cold and flu season.
“Fisherman’s Friend alone saw a 26.1% increase in volume over the first three months of the season across all channels, posting volume increases of 24.9% in multiple grocery compared to 15.7% in impulse and convenience.
“We also saw value growth of 28.6% between January and March 2022, including a 12.7% value sales growth in multiple grocery which signals a clear return towards pre-Covid levels,” he said.
Fisherman’s Friend has now set its course for winter 2022/23, with White predicting the well-established nature of the brand will pay dividends.
In the context of the cost-of-living crisis, White reckons consumers will steer towards brands with heritage.
“During uncertain times, we know that people turn to more familiar and established brands that they know and trust,” he said.
Fisherman’s Friend won’t be banking solely on its name this winter. White confirmed the brand will once again be offering an 80p PMP across its standard 25g range through wholesale.
It’s a move that White reckons will reassure shoppers that they are getting a fair price during times of economic hardship for many consumers.
White suggested the quality of product Fisherman’s Friend offers will also be key to its success this winter.
“With Fisherman’s Friend containing one of the highest menthol contents of any brand available, this widely sought after and well-loved product is a must-stock ahead of the cold and flu season,” he said.
To further support the brand this winter, Fisherman’s Friend has invested in a raft of marketing support as part of its ‘Whatever the Day Throws at You’ campaign.
Fisherman’s Friend will appear on TV as well as on digital and social media platforms. The campaign is set to run until mid-December.
White said: “Celebrating our brand’s heritage, which has been at the heart of the family-owned business since 1865, our campaign coincides with the winter season where we traditionally see a spike in demand, while our strong start to the year proves how much sales growth benefits from marketing support.”
