Understanding consumers of cough, cold and flu remedies
Two out of five South Africans had taken some form of cough, cold or flu remedy in the past four weeks, according to Analytix Business Intelligence's consumer intelligence analysis based on AMPS 2008B.
Analytix Business Intelligence's latest report titled "South Africa Brand Report: Consumers of cough, cold and flu remedies" showcases many fascinating insights and findings that were extracted from the raw data and this article highlights some of these findings. This article gives a brief overview of who these 40% of South Africans that had taken cough, cold or flu remedies in the past 4 were and what brands they were using.
We will firstly provide a demographic profile of users and non-users, before focusing on brands that were taken purchased and used most often. Looking at gender, 56% of users were female (compared to 50% female of the total adult population). In terms of population group (see graph below), an interesting finding was that 82% of users of cough, cold and flu remedy users were Black compared to 71% of non-users) and only 8% of consumers were White (compared to 16% of non-users).
The LSM's of users and non-users also presented some interesting insights in terms of the fact that 39% of users of cough, cold and flu remedies were in LSM 5-6 (compared to 30% of non-users) and 10% of the users lived in LSM 9-10 households compared to 17% of non-users. 16% of users lived in LSM 7-8 households and 36% lived in LSM 1-4 households.
Now that we have a basic understanding of who these users of cough, cold and flu remedies are in terms of demographics, let us now shift our attention to what specific brands they were using in 2008. Med-Lemon had the highest brand penetration of 25%, followed by Borstol (19%) and Vicks (15%). Vicks has shown an impressive 9% growth in brand penetration from 6% in 2006 through to 15% in 2008. (See graph below)
Please note that that the full consumer intelligence report "South African Brand Report: Consumers of Cough, Cold and Flu remedies" is available for purchase, containing comprehensive information and a full brand analysis on this consumer segment. Please visit www.analytixbi.com to view the brochure or contact us directly.
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