Consumers stick with known names when winter illness strikes, says throat lozenge brand
WHEN consumers are hit with that ever-irritating sore throat or are just feeling under the weather, there will always be a trusted brand they will flock to in the hopes of fighting back against the cold.
Stocking the brands that these consumers remain loyal to will make its impact, according to throat lozenge brand Fisherman’s Friend. It said that, during the cost-of-living crisis, shoppers will stick to the brands they know will get the job done to help save money experimenting.
A spokesperson for Fisherman’s Friend said: “Stocking brands consumers know and trust can have a huge impact on sales –particularly in times of economic uncertainty when shoppers will be thinking twice before parting with their cash.
“Essentially, now is not the time for experimenting when it comes to making purchases – we’re living in an era of unpredictably, so shoppers want to see the brands they love and trust, and which offer good value. Your range in store should reflect this.
“With a 158-year history, Fisherman’s Friend is the obvious choice when it comes to the medicated confectionery category.
“Not only is there a huge pool of shoppers who have grown up with the brand, they’ve also passed their fond memories of Fisherman’s Friend down to the following generations.
“This means that virtually every consumer in Britain – young and old – has a level of familiarity with us, so it’s important to stock a range of flavours from our portfolio that will appeal to a wide range of age ranges.
“For example, our best-seller Original Extra Strong – which accounts for more than 68% of sales and grew 10% last winter – is ideal for our long-standing fans, as well as newcomers who enjoy the taste of our original menthol and eucalyptus flavour.
“Meanwhile, our Sugar-Free Blackcurrant variant, which accounts for 15.2% of sales, is the perfect choice for younger audiences, who are generally looking for something more subtle and soft, while Sugar-Free Honey & Lemon is another popular choice.”
It’s this selection in flavours that Fisherman’s Friend is also highlighting that, once consumers have a brand they trust, they could then be encouraged to explore more of the flavours and options available to them.
And it’s this variety that the lozenge brand is urging retailers to make the most of, noting that where there is demand for the product then there’s the opportunity to grow the brand with the range of flavour options for consumers.
The spokesperson said: “Medicated confectionery products are purchased across stores of all shapes and sizes.
“Grocery takes the biggest share from a total category perspective, accounting for half of sales, followed by chemists at 26%, then impulse and convenience stores with 24%.
“This demonstrates that no matter what your store type, it’s important to dedicate space to popular products – such as Fisherman’s Friend – to take advantage of the sales opportunity the category and our brand presents.
“Our comprehensive nine-strong range of flavours has something for everyone, comprising strong, fruity and minty variants. What they all have in common is their high menthol content compared with other brands.
“This means that, by stocking-up on a range of Fisherman’s Friend, you’ll not only be appealing to a vast range of shoppers when it comes to flavour, you’ll also be helping them manage symptoms related to cold, flu, hay fever and beyond.
“Aniseed, Sugar-Free Honey & Lemon and Sugar-Free Cherry complete the line-up of Fisherman’s Friend’s top-five selling flavours, closely followed by Sugar-Free Mint and Sugar-Free Spearmint.”
