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Austria cough remedies market: Procter & Gamble the key industry player
Cough, Cold and Allergy (Hay Fever) Remedies in Austria - a new market research report on 2014-04-18 15:33:02
Procter & Gamble Austria continued to lead the Austria cough remedies market in 2012, holding a 13% value share, generated by its well-known brand Wick. Wick was the leader in cough remedies as well as in decongestant rubs and inhalant decongestants in 2012. Within medicated confectionery the brand was second. Due to Procter & Gamble´s strategy of offering a wide range of Wick products across the entire range of categories in cough, cold and allergy (hay fever) remedies, supported by large-scale advertising campaigns, the company succeeded in maintaining the leading position.

Cough, cold and allergy (hay fever) remedies was positively impacted by the strong flu season in Austria at the beginning of 2012. In addition, the increasing number of people affected by various allergies (primarily pollen, followed by various food allergies, as well as allergies to animal hair) contributed to the positive development of cough, cold and allergy (hay fever) remedies in 2012. Consequently, sales increased by 1% in current value terms, compared with a relatively flat performance registered during the review period.

Cough, cold and allergy (hay fever) remedies is expected to remain dependent on flu seasons over the forecast period, as well as on the number of people suffering from allergies. The number of people affected by the flu and by allergies is expected to remain stable or even increase further in the future. While over the next five years cough, cold and allergy (hay fever) remedies is expected to see a negative constant value CAGR of 1%, this is a better performance than that seen during the review period.

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