In a post-COVID world, consumers are more focused on their health and wellness than ever before (to the tune of $1.8 trillion globally). With 40% of the US population affected by allergic asthma and seasonal allergies, particularly as we enter cold and flu season, finding ways to keep sickness at bay is everything. Consumers are naturally looking to social media for quick tips on sickness prevention, treatment methods, and immune-boosting routines. In this post, we’ll explore how health and wellness trends, paired with the power of social media, can be the perfect recipe for brands promoting cold and flu products.
With 82% of US consumers deeply prioritizing wellness in 2024, their purchasing behavior equally reflects this shift. Consumers want products that not only address symptoms but also contribute to overall wellness. Mckinsey’s latest Future of Wellness survey revealed the factors consumers consider most important when spending their wellness budget:
Efficacy
Well-priced
High quality
Good value
Addresses their specific needs
This growing trend presents brands with a key opportunity to showcase how their products hit the notes above, as well as how they fit into a broader wellness routine.
Many consumers are gravitating towards natural products and remedies, accounting for 42% of the over-the-counter market. Brands can reach holistic health-focused consumers by highlighting the natural ingredients in their products or offering complementary content around at-home wellness routines. Share DIY cold relief tips or partner with influencers in the wellness space to make your brand part of these conversations.
As more people are working on building up their immunity, immune-boosting supplements are trending across social media. Brands can align their cold and flu products with this growing interest by showcasing how their products support immune health, whether it's vitamin C-packed supplements or elderberry-based cold relief products. Creating educational content on immunity routines and leveraging influencer testimonials can help elevate your product offerings.
According to McKinsey, doctor recommendations are one of the top three influences on consumer health and wellness purchase decisions in the US. Creating content with endorsements from doctors, pharmacists, and other health experts builds trust and gives consumers an extra dose of confidence to try your products. No matter the format, this expert-driven content can go a long way.
Advil’s partnership with content creator Kelly Towart is a one-two punch of authentic storytelling backed by an expert endorsement from her doctor dad.
The overlap between allergy and cold/flu season is a great opportunity to promote products geared toward seasonal care. Between going back to school and preparing for flu season, consumers want preventive solutions that can help them stay ahead of the game. Sharing timely content around allergy relief or stocking up on cold medicine for flu season can grab attention at the right time.
Influencer Justin Huff served up a video stocked with timely tips on surviving sinus symptoms, naturally weaving Mucinex products into the mix.
It’s no secret kids tend to bring home more than empty lunchboxes and school projects during cold and flu season. In fact, 69% of parents are worried about their children catching germs at school. To address these concerns head-on, brands can create a direct emotional connection with parents by highlighting the preventative benefits of their products.
For example, consider creating Instagram Stories or Reels with parent influencers who swear by your product for keeping their kids healthy. Capture moments of parents prepping their kids for school with a preventive product, or cozying up during a sick day. Authentic, family-focused content will resonate emotionally and make your product more memorable when it comes time to stock up.
Allegra partnered with influencer Sarah Emmanuel to showcase how she uses their adult and children’s OTC medicine to keep allergies at bay so she and her son could soak up all the spring and summer fun.
Self-care has graduated beyond a basic trend into an integral routine in many consumers’ lives. Even sick days have become opportunities for people to indulge in a little extra TLC. Brands can participate in the self-care conversation by positioning cold and flu products as essential tools for quick recovery while staying comfortable. Paint the perfect sick-day recovery scenario by highlighting your product alongside cozy blankets, hot tea, and binge-worthy TV shows. This approach ties your product to a larger nurturing experience, making it more than just a functional item.
Promoting cold and flu products in 2024 requires understanding what drives consumer decisions and leveraging the social media trends that resonate with them. Aligning your product with natural wellness trends, using expert recommendations, or resonating with families' emotional concerns on social media will engage consumers where they’re already searching for sickness prevention and solutions.
