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The OTC healthcare category is expected to see a compound annual growth rate of -1.19% in the UK between 2014 and 2019. This could be due to consumers wanting to know and understand what they eat and drink, leading them to seek out more "natural" health solutions and take less of a pharma-driven approach, including for the provision of vitamins and minerals.
• "Success Case Study: Manflu Men's Cold and Flu Remedies" highlights how a more "natural" approach for OTC medicines is the way forward for many "ingredient-aware" consumers who are also time-poor.
• This new lifestyle attribute is changing what consumers look for in an OTC product. The focus is now moving not only towards more drug-free products, but also towards something that can help prevent illnesses rather than curing them.
• A company must have an in-depth understanding of its target audience as well as its own products, especially in a confusing category such as cold and flu remedies. It is important to think about what the brand stands for and where it fits in the current market.
This case study is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the success of Manflu Men's Cold and Flu Remedies.It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.
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