2.5–3.2×
Demand multiplier
Peak weeks vs baseline
The respiratory category that powers Flu & Cough Watch™. Throat lozenges, hot-drink decongestants, vapour rubs, antitussives, expectorants — the OTC arsenal consumers reach for between October and March. Reckitt-dominated globally with regional alternates; Haleon and P&G round out the sponsor field.
Per-market tier breakdown using your proprietary OTC1–OTC4 taxonomy. Numbers below are placeholders — fill from /labs/mpif/doctrine.
⚠ Placeholders to be replaced with your proprietary AFC + OTC1-OTC4 numbers · waiting on MPIF doctrine v1 ratification.
Six ingredients account for ~85% of category sales velocity across the three markets. Top three are throat-relief mainstays; bottom three are hot-drink / vapour rub / cough suppressant tail.
⚠ Share figures are estimated from public IQVIA category notes · to be calibrated with NielsenIQ panel in Phase 3 (2028).
Peak Oct–Feb · winter respiratory season · UK starts earliest with September ramp · CH lags by ~2 weeks due to later flu onset · summer dormant.
Reckitt owns Strepsils (EU + UK) + Lemsip (UK) + Nurofen Cold & Flu (combo) + Gaviscon (Wave 2 ride-along). One master conversation covers 3–4 sponsorships across two waves.