By 2020, retail sales value of cough, cold and allergy remedies in the US are expected to grow to reach $8.8 billion*. For those players in the CPG industry that follow the cough/cold/allergy season year-over-year knows that sales of remedies for this season can be unpredictable and erratic making it difficult to plan for the next season. What we do know is that with the state of today’s health care system, more and more customers are turning to over-the-counter remedies and are always looking for the next best thing to treat their symptoms. “In fact, many brands are continually identifying ways to extend their product lines to cover a multitude of symptoms while shelf space continues to be condensed or remaining the same,” states Judy Ard, VP of Health Care sales at ECRM. “It’s not often that a retailer will increase space, instead there is a reduction in SKUs to make way for the new. This EPPS is in line with when retailers are reviewing these categories and making their decisions.”