Flavor Appeal in Over-the-Counter Medication ; Flavor preferences and innovation opportunities

Date: 2016-01

OTC innovation must move beyond health functionality alone to offer sensory benefits including taste and texture. As such, pharmaceutical companies are drawing inspiration from food and drink to broaden the options available to consumers to help overcome “”pill fatigue.””

Key Findings
–聽Flavor preference is linked to perceived healthfulness with those ingredients consumers perceive most positively for health, such as honey and green tea, featuring among the most popular flavor options.

–聽Floral/herbal flavors dominate the preferences of OTC consumers globally, although North American consumers exert a greater preference for fruity flavors such as berry and grape.

“”Flavor Appeal in Over-the-Counter Medication”” offers insight into flavor preferences within the OTC category, and explores corresponding opportunities for flavor innovation. It identifies regional- and demographic-specific nuances between preferences that can help inform efforts to target new or existing consumers.

–聽CONSUMER INSIGHT: Access information from our consumer surveys to evidence the appeal of different flavors

–聽DRIVERS: Understand the key insights and trends that are growing the market

–聽INNOVATION: See the best examples of innovation, linked to clearly-identified trends

–聽Discover the most appealing flavors and flavor types in over-the-counter medication.

–聽Uncover insight into the key consumer segments that are most likely to be a key focus for innovation.

–聽Put flavor preferences into context by connecting them to specific consumer trends and needs.

–聽Gain inspiration for innovation programs and new product development.”


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