Halls from Cadbury Adams Mexico led the Mexico cough remedies market in 2012, with a 20% share of value sales. It is interesting to note that Cadbury, a confectionery and snack company, leads this OTC category due to the frequent consumption of medicated confectionery as sweets. Mexicans consume such products like sweets, as most people hardly regard them as medicinal, consuming them with no signs of illness or discomfort. Halls medicated confectionery is extremely successful in the country. Schering-Plough was a distant second with a 12% share of sales with its Desenfriol, Afrin and Clarityne brands. The Vick range from Procter & Gamble de México held a 9% share of value sales in cough, cold and allergy remedies in 2012.
Combination products increased by 4% in current value terms in 2012, being the fastest growth category in actual terms. This is because it is the biggest category in cough, cold and allergy remedies, and includes some of the most important brands, such as Afrin (Schering-Plough), Sensibit (Laboratorios Liomont) and Tylenol (Janssen Farmaceutica), to mention a few. In terms of growth rate, inhalant decongestants saw an important current value increase of 10%. Sales in this category are led by Procter & Gamble de México with Vick Vaporub Inhalador.
Cough, cold and allergy (hay fever) remedies is expected to see a constant value CAGR of 3% in the forecast period, as Mexican consumers continue to depend on these products as alternatives to antibiotics, which are no longer available without a prescription. An element which is hard to predict for the coming years, but which is important for this category, which could make sales increase or decrease in any particular year, is the weather. The largest fluctuations in cough, cold and allergy (hay fever) remedies are caused by exceptionally bad allergy seasons, which are impossible to predict.
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