Shoppers Balance Prevention, Reaction During Flu Season
As cold and flu season approaches, shoppers are adopting a mix of proactive and reactive strategies to stay healthy — and their purchasing decisions are shifting accordingly, per insights from 84.51°.
The latest Consumer Digest from retail data science company Kroger Precision Marketing, powered by 84.51°, explores how consumers prepare, prevent and prioritize their cold and flu needs. While 35% of shoppers said October marks the true start of cold and flu season, many take a wait-and-see approach. Forty percent prepare once the season is underway, and nearly one-third (31%) wait until illness impacts their household. Only 29% act early, underscoring the largely reactionary nature of this category.
Value Shapes Brand Decisions
Brand loyalty remains important but not immovable — particularly when savings are on the line. Nearly half of all consumers, and more than half of OTC medication buyers, said they are willing to switch brands for the right deal. This dynamic highlights the opportunity for value-driven promotions to influence purchase decisions across both medicine and household essentials.
Prevention Is a Priority
Consumers are taking health precautions into their own hands this season. The data suggests that cold and flu prevention is no longer limited to medicine cabinets — it’s influencing broader lifestyle and product choices. According to the research:
- 90% reported regular handwashing.
- 68% are taking vitamins or supplements.
- 60% are sanitizing household surfaces.
- 60% are staying hydrated.
- 55% are keeping hand sanitizer on hand.
- 45% are prioritizing sleep.
- 36% are eating a healthier diet.
- 19% are wearing a mask.
Convenience Wins When Illness Strikes
Although most consumers (more than 70%) still shop in stores during cold and flu season, behaviors shift once illness hits. Roughly half of shoppers turn to pickup or delivery options when sick, highlighting the continued importance of omnichannel access and fulfillment flexibility for CPG brands and retailers alike.
Adapting to Shopper Shifts
84.51° noted that cold and flu season demonstrates how quickly shopper behaviors can pivot — from in-store browsing to online convenience, and from prevention to recovery. For CPG brands, staying agile and visible during these seasonal transitions can help maintain relevance and capture demand when shoppers are actively seeking solutions.
