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Cold, Cough, and Flu Shopper Insights

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1! N=400


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FINDINGS SUMMARY •  When preparing for the upcoming cough/cold season, respondents primarily purchase OTC medicines (74%), get extra rest (56%), and buy vitamins (56%) and/or hand sanitizer (54%). While some respondents will wait to buy remedies only when needed, the majority of respondents (68%) always keep cough/cold remedies on hand. •  When someone in their household gets sick, the overwhelming majority (90%) clean/disinfect more often. Half of respondents also stock up on hand sanitizer and/or take immunity boosters. •  Respondents are purchasing their cough/cold remedies from the mass retail stores like Walmart (46%) and Target (19%) more than drug stores like Walgreens (15%) or CVS (12%). •  Over half (52%) treat their symptoms as a first response to getting sick. Nearly two-thirds (31%) choose to stay home and rest while (17%) continuing with daily life. •  Respondents shop the cough/cold aisle primarily by Symptom (71%). Brand (17%), Ingredient (8%), and Price (5%) are far less important to shoppers. •  Dayquil/Nyquil is the leading brand for treating cough/cold symptoms (72%). N=400 2!


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JOB SUMMARY Agent Instructions •  Hi Agents! This survey is intended for anyone who buys medicine for the common cold at any given time during the year. You will be required to answer several questions about your medicine purchasing habits. This job does not require travel. Please answer truthfully and accurately, as your responses really do matter. Have fun! Requests 1.  2.  3.  4.  When you or someone in your household gets sick, what do you typically do to prevent others from getting sick? Select all that apply. When you are sick with a cold/flu, what is your first reaction? About how many colds do you and your family deal with each year? About how many OTC (Over the Counter) cough/cold remedies do you buy to treat a cold? LOCATIONS: 400 3!


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JOB SUMMARY (CONT’D.) REQUESTS 5.  How do you prepare for cough/cold season? Select all that apply. 6.  Which of the following best represents your household? 7.  When you need to purchase cough/cold remedies, which store do you go to? 8.  How do you shop the cough/cold aisle most often? 9.  What items do you typically buy to treat cold symptoms? Select all that apply. 10. What brand(s) do you typically prefer for treating your cough/cold and flu symptoms? Select all that apply. N=400 4!


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REQUEST When you or someone in your household gets sick, what do you typically do to prevent others from getting sick? Select all that apply. 90.3% 51.5% 51.5% 34.8% 12.5% CLEAN/DISINFECT STOCK UP ON MORE OFTEN HAND SANITIZER TAKE IMMUNITY QUARANTINE THE HAVE EVERYONE BOOSTERS SICK HOUSEHOLD GET A FLU SHOT MEMBER N=400 8.5% OTHER 5!


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REQUEST When you are sick with a cold/flu, what is your first reaction? 51.8% 31.0% 17.3% TREAT YOUR SYMPTOMS STAY HOME, REST AND GET BETTER N=400 "TOUGH IT OUT" AND GO TO WORK/SCHOOL 6!


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REQUEST About how many colds do you and your family deal with each year? 64.0% 19.5% 12.0% 4.5% 0-1 2-4 5-6 N=400 7 or more 7!


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REQUEST About how many OTC (Over the Counter) cough/cold remedies do you buy to treat a cold? 78.5% 12.8% 7.5% 1.3% 0-1 2-4 5-6 N=400 7 or more 8!


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REQUEST How do you prepare for cough/cold season? Select all that apply. BUY OTC MEDICINES 74.0% GET EXTRA REST 56.3% BUY VITAMINS 56.0% STOCK UP ON HAND SANITIZER 53.5% TAKE IMMUNITY BOOSTERS 50.3% BUY ANTIBACTERIAL WIPES 50.0% GET A FLU SHOT 47.3% BUY SPRAY DISINFECTANTS 44.3% LIMIT EXPOSURE TO PEOPLE OTHER 42.0% 4.8% N=400 9!


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REQUEST Which of the following best represents your household? 68.3% 31.5% 0.3% ALWAYS KEEP COUGH/COLD REMEDIES ON HAND BUY COUGH/COLD REMEDIES WHEN NEEDED N=400 OTHER 10!


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REQUEST When you need to purchase cough/cold remedies, which store do you go to? WALMART 46.0% TARGET 19.3% WALGREENS 15.0% CVS 11.8% GROCERY OTHER DRUG STORE 4.3% 1.8% CLUB STORES (SUCH AS SAM'S CLUB) 0.8% DOLLAR STORES (FOR EXAMPLE: DOLLAR GENERAL) 0.5% OTHER 0.8% N=400 11!


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REQUEST How do you shop the cough/cold aisle most often? 70.8% 16.8% 7.5% 4.5% 0.5% BY SYMPTOM BY BRAND BY INGREDIENT N=400 PRICE OTHER 12!


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REQUEST What items do you typically buy to treat cold symptoms? Select all that apply. 85.3% DECONGESTANT TISSUES 78.0% COUGH DROPS 77.8% COUGH SYRUP 73.5% 69.0% PAIN RELIEVER VITAMINS 46.0% LIP BALM 39.0% CHEST RUB 38.3% EMERGEN-C 37.5% SUPPLEMENTS 30.8% 15.0% DEHUMIDIFIER OTHER 3.0% N=400 13!


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REQUEST What brand(s) do you typically prefer for treating your cough/cold and flu symptoms? Select all that apply. DAYQUIL/NYQUIL 72.0% 49.5% MUCINEX TYLENOL COLD 48.0% ROBITUSSIN 40.8% EMERGEN-C 35.3% SUDAFED 34.8% 28.3% STORE BRAND ALKA SELTZER COLD 21.0% DELSYM 16.5% ZICAM 14.0% COLD-EEZE 11.5% DIMETAPP 11.3% HYLAND'S 5.0% OSCILLOCOCCINUM 4.8% OTHER 4.5% N=400 14!


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