Low Respiratory Virus Activity Dampens Fall OTC Allergy & Cold Medicine Sales

Respiratory virus activity remains low this Fall‡, likely contributing to fewer purchases of OTC allergy medications as well as cough and cold remedies, according to Catalina’s Shopper Intelligence Platform.

Late Fall freeze prolongs allergy season
A later fall freeze in the Northeast and Upper Midwest has kept pollen in the air longer, causing prolonged symptoms. Yet, purchases of brand name and private brand allergy remedies dropped an average of 2% and decongestant volume fell 8%. Brand name remedy prices remained flat, but both the cost of decongestants and private brand allergy products rose 4%.

But as people begin gathering indoors for the holidays, the Centers for Disease Control and Prevention (CDC) predicts an uptick of COVID-19, influenza, and respiratory syncytial virus (RSV) infections, mirroring previous years.

Preventive care prices rise sharply; Test kit purchases drop
Shoppers are taking a wait-and-see approach to prevention as the US heads toward peak respiratory virus season. Purchases of COVID-19 test kits are down 40% from 2023 levels for the same period. Stockpiling from last year and higher prices may be contributing to this year’s sales slump. Both Hand Sanitizers (+19%) and Face Masks (+17%) cost significantly more than they did last year.

OTC Cough & Cold Remedy purchases below 2023 levels
Families have not yet prioritized immunizations in advance of the holidays. Only 17% of adults and 8% of children in the US have received COVID-19 booster shots° this Fall, while 32% of adults and 31% of children have received flu shots.

Similarly, they are not stocking up on OTC Cough & Cold Remedy products. Purchases of brand name adult and children’s products fell 10% and 16%, respectively, as prices remain on par with last year. For private brands, volume dipped 12% for adult products and 14% for children’s products. The average cost of adult OTC products rose slightly while children’s products prices dropped -1% for brand names and 7% for private brands.

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‡Climate Central, 2024
°US Centers for Disease Control, 11/2/24