In our latest shopper survey on cold and flu season, we surveyed shoppers about their habits during sniffle season, asking about everything from what they do to prevent their household from getting sick to when they typically buy their cold and flu medicine. Let’s explore these 2025 shopper insights for cold and flu season!
Sick Season Stats: Cold and Flu Season Shopper Insights
Temperatures are dipping and cold and flu season is ramping up—how are shoppers preparing? The first thing most shoppers (40%) do when they feel the onset of a cold or flu is take OTC (over-the-counter) medicine. No one wants to feel sniffly if they can avoid it! 26% of shoppers turn to the tried and true; they rest and drink fluids, while another 12% try home remedies (hello, shower steam and homemade soup!).
Prevention strategies against illness are also important to shoppers, who use a variety of tactics to try to avoid getting sick in the first place. 36% of shoppers make sure to stay up to date on their vaccines to prevent their household from getting sick. Another 24% focus on disinfecting surfaces in the house, while 16% buy/take vitamins. Make sure to view the infographic below to see what other healthy habits they practice!
Cough, Cold, and Cart: Shopping Habits for Cold and Flu Season in 2025
During cold and flu season, when and where are shoppers stocking up? 32% of shoppers head to Walmart for their cold and flu season necessities, while another 25% head to the pharmacy or drug store and 21% hit up the grocery store. When it comes to when they purchase their cold and flu medicine, 48% of shoppers make sure they’re buying in advance to have on hand when illness strikes. 30% of shoppers choose to hold off until they start to feel like they’re getting sick, and another 12% wait until they feel very sick!
What about stocking up on their cold and flu supplies, like sanitizing wipes or other necessities? 28% of shoppers say they make sure to buy these supplies well in advance to stay prepared. On the other hand, 49% of shoppers usually just purchase these products as needed.
Feel-Better Factors: Shopper Purchase Drivers for Cold and Flu Medicine
There’s lots to consider when choosing medicine to fight a cold or the flu. The main factor that influences shoppers’ choice of cold and flu medicine is their own previous personal experience (45%). They trust that if it worked for them before, it will work again! Symptom relief claims came in second (17%), followed by price (10%) and ingredients (7%).
When asked what type of benefits resonated most with them when buying their cold and flu products, 58% said fast relief from symptoms was most important. Additionally, 47% of shoppers said coupons/discounts would most encourage them to try a brand during flu season, as opposed to free samples or buy-one-get-one offers.
Prepare for 2025 Cold and Flu Season with Breaktime Media
For more insights and tips for engaging shoppers as they prepare to shop for the upcoming cold and flu season, check out the full infographic below!