Cold and Flu Relief: Trending Flavors and Formats

As we approach the onset of the cold and flu season, it is crucial for brands operating within the over-the-counter (OTC) pharmaceutical sector to adapt and evolve in response to the dynamic preferences of consumers. The cold and flu market is currently experiencing notable transformations, not only in the selection of active ingredients but also in the variety of product formats and flavor profiles that significantly enhance the overall consumer experience. Today’s consumers are increasingly seeking remedies that not only provide rapid relief but also deliver a pleasant and effective experience (1). Whether they prefer a comforting syrup, a rapidly dissolving lozenge, or other delivery methods, the expectation for efficacy combined with an enjoyable taste is paramount.

Trending Formats (2)

Rapid Dissolving Tablets and Powders: In today’s market, consumers prioritize convenience without compromising on effectiveness. Orally dissolving tablets (ODTs), stick packs, and powders have gained popularity due to their portability and user-friendly nature, particularly among pediatric and geriatric populations. These dosage forms often contain potent active ingredients such as acetaminophen, dextromethorphan, and zinc, which may present bitter or metallic aftertastes. Therefore, flavor masking and enhancement techniques are essential to ensure compliance and improve the overall consumption experience.

Gummies and Chews: There is a noticeable trend among health-conscious consumers towards gummies and soft chews as more palatable alternatives for medication intake. These formats are especially favored by parents and younger individuals, as they blend therapeutic efficacy with a pleasant, candy-like experience. The sensory aspects—taste, texture, and mouthfeel—are critical in this segment. Flavor serves a dual purpose: it not only masks undesirable tastes but also enhances overall consumer satisfaction.

Syrups: Although syrups continue to be a fundamental choice in cold and flu relief products, particularly for children, brands are increasingly reformulating their offerings to incorporate more natural sweeteners, lower sugar content, and plant-based ingredients to align with contemporary consumer preferences. Such reformulations present new taste challenges

Flavor Trends

According to Innova Market Insights,

Innovative Citrus Varieties: Traditional citrus fruits such as lemon and orange are undergoing a transformative shift in consumer preference. There is a notable surge in the popularity of unique varieties like yuzu, Meyer lemon, and blood orange. These exotic options are frequently being combined with complementary ingredients like ginger and honey, which not only enhance flavor but also emphasize their potential soothing properties and immune-supporting benefits.

Refreshing and Herbal Infusions: While menthol remains a perennial favorite among consumers, its is evolving through innovative combinations with a range of botanicals, including eucalyptus, thyme, and chamomile. This trend caters to a more holistic consumer mindset, making these herbal blends particularly sought after in products such as lozenges and vapor inhalers, where natural remedies are gaining traction.

Exquisite Berry Combinations: Varieties such as raspberry, elderberry, and blackcurrant have emerged as leading choices, particularly in formulations aimed at boosting immunity. The popularity of elderberry continues to expand, bolstered by its strong reputation for promoting natural wellness and its rich array of health benefits.

Nostalgic Comfort Flavors: Comforting flavors that evoke warmth and nostalgia, such as honey, cinnamon, and vanilla, are increasingly being utilized to create a sense of soothing comfort. These flavors are particularly prevalent in syrups and products designed for nighttime relief, appealing to consumers seeking relaxation and comfort.

Masking Unpleasant Cold and Flu Actives

One of the most enduring challenges faced in the realm of cold and flu product development is effectively masking the undesirable tastes associated with active pharmaceutical ingredients (APIs). Compounds such as acetaminophen, dextromethorphan, guaifenesin, and zinc are often characterized by their bitter, metallic, or sulfuric flavor notes, which can significantly impact patient adherence, particularly among vulnerable populations such as children and the elderly (4). At Sensient Pharmaceutical, we have pioneered advanced taste masking and modulation technologies specifically designed to address these taste-related issues during the formulation process.

The cold and flu relief category continues to evolve, and consumers expect more than just symptom relief, they want a positive experience as well. By leveraging emerging format trends and consumer-preferred flavors, you can build products that resonate and stand out in a competitive market. Contact Sensient Pharmaceutical today to explore how our taste-masking and flavor technologies can transform your cold and flu product line.