Parents seek homeopathy for household

A sick child leads to one certainty: parents in search of safe and effective symptom relievers that will allow their child — and subsequently, themselves — to get some rest.

That movement toward homeopathic remedies is reflected in the sales data. For example, SymphonyIRI Group vendor-level data for the 52 weeks ended Dec. 30, 2012, in the cough syrup sub-category, both Similasan and Hyland's outpaced category growth of 4.6% with growth rates of 53.1% and 58.5%, respectively. And across cold and allergy liquid formulations, growth of No. 10 brand Hyland's was tracking at 46.7% versus 11.5% for that entire category.

This cough-cold season Hyland's launched its Defend-Plus line, an homeopathic cough-cold symptom reliever for adults. Hyland's already has a share of the pediatric cough-cold market. Defend-Plus will help Hyland's reach the mom buying cold medicines for the rest of the family.

The article above is part of the DSN Category Review Series. For the complete Homeopathy Buy-In Report, including extensive charts, data and more analysis, click here.