CategoryIQ: Cold Medicine
Our CategoryIQ reports unpack the latest market trends from US Amazon data at the category level. These exclusive insights help our customers understand the category and competitive dynamics influencing market growth, and how they can apply winning strategies to grow their brands across retailers, too.
The Cold Medicine market grew by an average of 18% in Q4 vs. Q3 of 2024, signaling strong consumer demand heading into the winter months—with brands like Zicam and Vicks emerging as top performers.
Growing brand competition, particularly in top-performing themes like Extra Strength, underscores the need for promotional efforts and differentiated offerings. Meanwhile, consumers remain sensitive to pricing amid ongoing inflation concerns, opting for Cold Medicine products that won’t break the bank.
3 Key insights
- Targeted products are top performers: Shoppers gravitated toward functional themes, with Extra Strength dominating Drops at 37.3% share and Congestion Relief leading Sprays at 14.1% share
- Price sensitivity continues to play a crucial role: Mid-range price bands ($6–$15) accounted for over 70% of unit sales across segments
- Product innovation offers untapped potential: Emerging themes like Gluten-Free Lozenges are positioned to capture growth