In sickness and in health: Boost sales of cough, cold and OTC medications
From November to April, expect customers to turn to their local convenience stores for cold and flu medications. ’Tis the season for sniffles, coughs, congestion and scratchy throats. About 9% of c-store shoppers say they purchased over-the-counter (OTC) products in the last month, according to the 2025 C-store IQ National Shopper Study.
That figure is part of a burgeoning trend, with the OTC market estimated to increase with a compound annual growth rate of 3.95%, according to Statista. It’s worth a tidy total sum of US$3.82 billion, sparked by consumers’ desire for self-care, trying non-prescription options first and delaying visits to medical providers. By incorporating some smart strategies, c-stores could snag a bigger slice of that profitable pie.
Take your vitamins
Within the OTC sector, vitamins and minerals represent the largest market. If c-stores sell cough and cold remedies, they should complement their offerings with a few well-chosen supplements.
Taylor Lemmon, key account manager, Jamieson Wellness, recommends stocking Jamieson’s core trial and travel SKUs, including Cold Fighter, Vitamin B12 and Zinc, and Vitamin D Gummy Pouches—all support immunity in convenient formats that appeal to on-the-go consumers. That’s a primary concern among customers.
“Consumers want to stay healthy during cold and flu season, which means they naturally seek products that help them boost their immunity,” she says.
Boost sales through strategic product placement.
“It makes all the difference for our category in c-store environments,” she says. “Our partners report the strongest results when they position Jamieson products at front of store or near cash registers, where impulse purchases usually take place.”
Lemmon also recommends bundle promotions, which are another effective sales driver during cold and flu season. “These promotions help consumers purchase complementary Jamieson products at competitive price points that work together to support their health and wellbeing,” she adds.
READ: Category Check: Tips to boost sales of over-the-counter medication at your convenience store
New and notable
C-stores will also want to highlight some new products to draw customer attention.
Haleon Canada introduced five new cough and cold SKUs in August 2025, according to Jamie Bernt, the company’s chief customer officer. They include Buckley’s Lozenges Extra Strength Bite-me Cherry, Buckley’s Lozenges Extra Strength Menthol Outburst, Buckley’s Lozenges Extra Strength Buzz-Off Honey Lemon, Buckley’s Nighttime Complete Extra Strength and Buckley’s Nighttime Complete Extra Strength Plus Mucus Relief.
In addition to known and trusted brands like Advil, Children’s Advil, Tums and Sensodyne already found at many convenience and gas retailers across Canada, Buckley’s Soothing Mixture returns to shelves possibly in time for 2025 cough and cold season. In its second year, Buckley’s Soothing Mixture (proudly made in Canada) offers the heritage of Buckley’s Original Formula with the great taste of honey for a flavour consumers will appreciate.
To build consumer awareness, Haleon announced its partnership with Canada Soccer in April 2025. This sponsorship includes the men’s and women’s national teams and runs through 2027. It also includes category exclusivity across all Haleon product sectors— including cough and cold. “There are exciting plans ahead,” teases Bernt. “They are being finalized and will include opportunities for convenience and gas customers to participate.”
C-stores can also steer customers to the Haleon Get Well Stay Well online platform to access coupons redeemable at all points of sale, including convenience and gas retailers. Customers can look for coupons to save on their favourite Haleon essentials, and, in some cases, bundle for additional savings. They can register and start saving right away.
“The convenience store channel is important to Haleon,” explains Bernt. “With limited shelf space in the convenience channel, we focus on bringing the Haleon products to shelf that customers want most. This includes Advil, Children’s Advil, Buckley’s, Emergen-C, Tums, Sensodyne and more.”
He also notes that provincial and territorial governments regulate over-the-counter medications. (In simple terms, this is known as scheduling.) This varies by jurisdiction and may mean some products are only available in a pharmacy environment, such as Advil Cold & Sinus.
Trends and changing buying habits
Bernt has noticed some interesting trends worth flagging. Canadians are looking for more value across all categories, including cough and cold. They’re also seeing cough and cold products as an essential shop, not a discretionary one. To realize value, Canadians are turning to multi-symptom or combination products to lessen the number of products purchased.
While cough, cold and flu season tends to peak in late fall and early winter, COVID-19 has broken the pattern. “It doesn’t operate like a typical virus and is softening the seasonality of illnesses,” explains Bernt.
He says that has led to a behaviour change among Canadian consumers. They are treating coughs and colds sooner and stocking up on medications. In November 2024, 56% of consumers said they buy them as needed. Prior to the pandemic, this figure was 78%, demonstrating people are preparing for future illnesses.
Who is buying cough and cold medications? “In my opinion, Canadians who want immediate relief and to save time are likely to purchase cough and cold products in a convenience store,” he says.
Bernt cites data showing that boomers and generation X are most likely to purchase OTC products at convenience; 78% of cough and cold buyers at convenience are 60 years or older. As well, higher income groups are most likely to purchase OTC products at convenience and 67% of cough and cold buyers at convenience are part of a smaller household (two people or less).
READ: Fever pitch: Are you stocked up for cough & cold season?
Scratch dispatch
Throat lozenges are a hot category among OTC medications.
As Mark Elliott, Regal Confections’ brand manager, Bentasil, points out: “While the grocery/drug channel is often a destination for consumers looking for cough/ cold medication, convenience stores provide an easy place to stop and get relief from symptoms when sick. Customers rarely want to spend the time navigating a larger store when they just need lozenges.”
The No. 1 thing customers are looking for in lozenges is something that works to clear their sinuses, he states. In turn, the No. 1 flavour in the Bentasil range is Eucalyptus, which combined with Menthol creates a powerful clearing effect. Extra strong has become something consumers look for in a lozenge. Many also like unique flavours, such as the Bentasil Blackcurrant. Some users appreciate the unique aspect of Bentasil—its soft texture that makes it chewable like gum. They’ll have a new SKU to consider soon when the Extra Strong Menthol flavour launches in late 2025/early 2026.
And Elliott echoes what Bernt said: “Despite the focus on the key winter months, lozenges often will sell in the shoulder seasons as well, providing relief from congestion due to allergies and simple dry mouth.”
To support sales, he recommends highlighting lozenges during the cough/cold season. Regal offers c-stores many different merchandising solutions to help put lozenges front and centre, such as counter displays, clip strips and PDQ trays. “Displays are critical to generating impulse sales in the winter,” he adds.
Grab a ticket to flavour town
Ricola is expanding its products targeting minor throat irritation with a unique blend of Swiss mountain herbs.
As Geoff Bagnall, business development manager, Ricola Canada, explains: “Ricola has launched a significant number of new products recently with portability and formulas targeted for minor throat irritations. These products are great for the on-the-go consumer and come in three flavours including Berry Medley, Lemon Mint and Glacier Peppermint. These come in a convenient ‘click box’ package.”
New products will help Ricola reach its goal of becoming a strong No. 2 brand in the convenience channel in the next few years. “C&G is a very large channel of focus for Ricola,” says Bagnall. “Historically, we have not been as well developed compared to other channels where we command about a 30% share of consumption. Ricola’s aim is to grow the throat drop category in cough and cold season, and expand usage for minor throat irritations—like, allergy, dry mouth and breath freshening.”
He suggests c-stores integrate Ricola at the front cash, specifically into the throat drop section in a visible, high-traffic location. The company can provide support through additional innovative display and promotional ideas to execute sales that include clip strips and counter racks.
Tried and trusted
According to Voula Papadakos, marketing manager, Fisherman’s Friend, the emphasis is on the brand’s core lineup, bolstered by a robust calendar of ongoing promotions throughout the year.
“These are designed to reinforce brand awareness and keep Fisherman’s Friend top of mind across all retail channels, including convenience stores,” she says.
The channel is a key part of its retail strategy, Papadakos notes. “It provides immediate access for consumers who are looking for fast seasonal relief when they’re on the go. Fisherman’s Friend serves as an important touchpoint where shoppers can quickly pick up a trusted remedy like Fisherman’s Friend, which is proud of its heritage and longstanding reputation for delivering products that work. We continue to build trust by staying consistent in both efficacy and experience.”
And again, strategic product placement is critical for promoting sales. Along with being featured near checkout, alongside seasonal wellness items or in high-traffic areas, Fisherman’s Friend sees c-stores benefit by offering a wide range of flavour options. This allows consumers seeking effective, convenient and enjoyable solutions to choose what best suits their needs and preferences—increasing the likelihood of repeat purchases.
“When shoppers see the product at the right moment, it reinforces awareness and reminds them it’s a reliable solution they can count on,” says Papadakos.
This feature first appeared in the September | October 2025 issue of Convenience Store News Canada.
The morning after
Leading up to the holiday season, c-stores can get ready by stocking items to help consumers who may have over-indulged in the beverage alcohol category. Imagine a freestanding display near the front entrance marked with “Rough night? We’ve got you covered.”
Consider having these essentials on hand.
• Antacids and anything with ginger, such as kombucha and ginger ale, for tummy troubles.
• OTC pain relievers, like ibuprofen or aspirin, ideal for headaches and muscle aches. • Newer-to-market hangover helpers, such as Morning Recovery.
• B vitamins to assist with recovery from fatigue and support the nervous system.
• Vitamin C supplements or enriched items to combat all those free radicals from overconsumption.
• Magnesium-rich foods, like dark chocolate, peanuts and cashews, to combat a depletion of the mineral.
• Hydrators, from bottled water to beverages with electrolytes (think sports drinks, coconut water and drink mixes from Mio).
• Carb-heavy foods, such as bread, pastries, candy, chocolate bars, cookies and potato chips.
• Caffeinated beverages. Keep your coffee pots full and your coolers stocked with sodas like Coke, Pepsi, Mountain Dew and Dr. Pepper. There’s a customer coming in at any moment who will desperately need one.
