Category Check: over-the-counter relief
Cold and flu season is one of the biggest opportunities for convenience retailers. As respiratory illnesses return each fall, shoppers seek easy access to trusted remedies. With the right assortment, merchandising and placement, convenience stores can become the go-to destination for immediate relief.
The c-store edge
As Stephen Muzaic, co-founder of Big Brands Inc., points out, “When consumers want something to get some relief, they don’t care what it costs. I’ve always joked that you could charge $50 for Imodium because they need it.”
Those feeling poorly demand convenience and easy access, which puts local c-stores in a dominant position. Muzaic’s company, which specializes in trial and travel sizes, is launching its Relief on the Go program starting with six SKUs in November. It has worked with brands like Tylenol and Advil to make convenience-sized packaging so consumers can purchase just a single or double dose.
“We’ve put together six different display types designed for convenience stores,” explains Muzaic. “Convenience is about the unplanned need. Nobody drives to a convenience store to stock their medicine cabinet. They’re coming to buy something they need now.”
With Big Brands’ regular programs, convenience and gas retailers can book what it calls a Medicine Cabinet Display–a floor shipper that holds 14 gravity packs of OTC medication–which sells very well every year.
Muzaic advises operators not to approach OTC meds like a pharmacy. “Avoid too much SKU depth and buried placement. Don’t put them in an aisle without signage. Another mistake is underpricing. Convenience shoppers expect to pay for convenience, and c-stores may be leaving margin on the table.”
Drive basket growth
In addition, retailers can maximize basket size by cross-merchandising complementary products, like bottled water to help customers swallow pills, as well as tissues or electrolyte drinks. Also consider featuring travel-size products on clip strip displays.
Secondary displays, seasonally relevant signage and strategic placement near checkout areas can also help capture impulse purchases when consumers seek immediate relief.
Offer a well-curated selection
The convenience channel is important to Haleon Canada, according to Jorge Vidal, the company’s category lead for OTC. “With limited shelf space in the convenience channel, we focus on bringing the Haleon products to shelf that customers want most.” Top brands include Advil, Children’s Advil, Buckley’s, Centrum, Emergen-C, Tums and Sensodyne.
“Perhaps not surprisingly, the Advil brand leads our convenience and gas sales,” he says. “Pain relief is an important category for retailers and consumers alike. Having cough, cold and flu (CCF) products available for consumers provides a reliable option for when other retail channels may be unavailable.”
Haleon’s roster of new products includes Buckley's Cough & Mucus Relief Extra Strength 100 ml, launched in August 2026. Returning are top-selling 2025 CCF innovations—Buckley’s Lozenges Extra Strength, Buckley’s Nighttime Complete Extra Strength; and Buckley’s Nighttime Complete Extra Strength Plus Mucus Relief.
In CCF adjacent category, Haleon offers three new products—Advil Migraine & Headache, a fast-acting liquid gel capsule; VoltaCare Cooling Cream to relieve muscle, joint and back pain with an instant cooling sensation on contact; and a new formulation of Centrum Adult 50+ Complete Multivitamin.
Consumer trends and motivations
Looking at the big picture, Vidal is seeing some interesting trends. “Canadians are looking for more value,” he says. “This is true across all categories, not only cough and cold. While consumers prioritize trusted, immediate relief when symptoms flare, broader economic trends indicate that they are increasingly value-conscious across their overall shopping basket, making it vital for retailers to balance convenience with clear value messaging. As well, they see cough and cold as an essential shop. It’s not considered discretionary spending. They’re also turning to multi-symptom or combination products to lessen the number of products purchased.”
While consumers prioritize trusted, immediate relief when symptoms flare, broader economic trends indicate that they are increasingly value-conscious across their overall shopping basket, making it vital for retailers to balance convenience with clear value messaging.
Post-pandemic, Canadians’ buying behaviour has changed, which means treating coughs and colds sooner and stocking up on medications before symptoms strike. In January 2026, 56% of CCF sufferers said they buy cough, cold and flu products only when needed. Before the pandemic, it was 78%, demonstrating that people are buying ahead and preparing for future illnesses.
However, last-minute and on-the-good needs always arise and that’s where c-stores come to the rescue.
Who’s buying their OTC products at convenience? Vidal points to boomers and generation X, citing this stat: 78% of cough and cold buyers at convenience are 60 years or older. Data also shows buyers are in higher income groups.
“Anecdotally, there’s a cultural shift toward more mindful and intentional living, with Canadians viewing broader immune health as part of their wellness journey,” he says. “Many are turning to vitamins, minerals and supplements (VMS), food sources, teas, nasal rinses, home remedies and OTC medications to support them in their daily lives.”
To promote sales, Vidal recommends anticipating the cough and cold seasonal peaks and stocking up ahead of time, so the product is on shelf when consumers need it. Seize impulse purchase opportunities, such as having an Advil 10 count at check-out and, for those retailers offering delivery through services like DoorDash or Skip, embrace e-commerce promotions and bundles.
READ: Insider Insight: Greenhouse’s Ryan Klein boosts wellness in convenience channel
Trust, loyalty and convenience
The key for c-stores, says Rob Sopov, chief customer officer, Kenvue Canada, is making a variety of SKUs available to balance different customer needs. “Whether it's a parent looking for medicine late at night or someone trying to get through the workday, convenience stores play an important role in providing quick access to the right solution. Cold and flu symptoms vary widely so offering a broad assortment of cold and flu products helps ensure shoppers can find what they need in the moment, while building trust and loyalty that brings them back long after they've recovered.”
New from Kenvue is Tylenol Easy Dissolve, available in adult and pediatric formats for fever and pain relief on-the-go. It dissolves directly on the tongue without water, making it especially convenient away from home. The freshly launched Tylenol Cough & Sore Throat provides cough and sore throat relief in a convenient tablet format.
Consumers have changed, Sopov says: “They are taking a more proactive approach to managing their health and wellness. We're seeing increased interest in products that offer targeted symptom relief and help people feel better so they can return to their daily routines quickly.”
Customers want products they trust to be effective, convenient and easy to find. “Brand trust remains a key driver of purchase decisions, particularly in the health category, where consumers want confidence that the products they choose are backed by decades of expertise and proven efficacy,” he explains.
Strategic merchandising
To maximize sales, visibility and accessibility are critical. Convenience stores can ensure key merchandising prominently cold and flu products, particularly during peak respiratory illness seasons.
“Beyond traditional merchandising, convenience stores can position themselves as the destination for immediate relief,” Sopov explains. “Consumers don't get sick on a schedule. They're looking for a fast, trusted solution. Convenience retailers can make these moments easier by creating a dedicated ‘Feel Better Fast’ destination, bringing together symptom relief products and other wellness essentials.”
He also points out that while convenience stores don’t need every SKU, they do need a thoughtfully curated assortment of trusted brands that help shoppers quickly find the right solution when they need it most.
Kenvue will support its brands with integrated marketing programs designed to drive awareness and educate consumers about managing cold and flu symptoms. This includes a mix of digital media, shopper marketing, social and engagement, retail partnerships and seasonal content reinforcing the role trusted brands can play in helping consumers feel better.
As Sopov says, “Working with our convenience store partners is important to ensure consumers can easily find the products they need at the moments that matter most.”
- SEVEN KEY TAKEAWAYS
- Curate, don’t overstock: You don’t need every SKU on the market. Focus on a curated assortment of trusted, recognized brands that help shoppers quickly find the right solution without clutter.
- Avoid "buried" placement: Never hide OTC medications in the back of an aisle. If products aren't visible, they aren't selling. Use clear, seasonally relevant signage to draw attention to the category.
- Price for convenience: Avoid underpricing your OTC products. Your customers are paying for the immediate access and convenience of buying it right when they need it, not searching for a discount.
- Drive the "basket growth": Increase your average transaction size by cross-merchandising complementary items—such as bottled water, tissues or electrolyte drinks—next to your medication displays.
- Create a "Feel Better Fast" destination: Instead of splitting up your wellness products, group symptom-relief items and wellness essentials together in a dedicated, easy-to-shop zone.
- Stock up early: Don't wait until the sniffles start to fill your shelves. Anticipate seasonal peaks and stock up well ahead of time so your product is ready the moment the first respiratory wave hits.
- Leverage delivery aApps: If you partner with delivery services like DoorDash or Skip, ensure your OTC products are available for purchase online. Create specific bundles (e.g., "Flu Fighter Kit") to boost your e-commerce sales.
This article was originally published in the September/October 2026 issue of CSNC.
