Why are some people constantly suffering from colds, while others are hardly ever affected by infections? Our current study identifies two contrasting target groups: those who have a constant cold and have been ill more often and for longer since the coronavirus pandemic - and those who avoid colds and take specific measures to stay healthy.
For whom is the study of interest?
- Manufacturer of cold products, dietary supplements and medicines (OTC)
- For health insurance companies and insurers
Key data on the study
Survey period: January 2025N=20 consumers of cold products (age between 20-55 years, mix of people with children and without children)
Qualitative in-depth interviews
N=10 Persistent cold sufferers: People who suffer significantly more frequently from colds after the pandemic and experience them for a longer period of time (have had at least 4 colds in the past 12 months)
N=10 Cold avoiders: People who live health-consciously, rarely have colds and consciously take preventive measures (including taking dietary supplements)
App diary: Documentation of product use, photographing the medicine cabinet and description of the last cold
Use of AI: AI-supported concept creation and image generation for the ideal product for the treatment/prevention of colds during the interviews
Get free insights now
Simply fill out the contact form and we will provide you with the study free of charge.
Central questions
- What loyalty do the target groups have towards products and brands?
- What routines do the different target groups have when it comes to treating cold symptoms?
- What role does cold prevention and the treatment of the first signs of a cold play and which products are relevant here?
- How can people with a persistent cold be motivated to try out new products and prevention strategies?
- How can cold avoiders be used as influencers for prevention products?
Your key benefits
- Exclusive insights into the usage behavior of respondents and a usage typology of the various consumer groups
- Recommendations to help you address the various (sub-)target groups according to their needs.
Do you have questions?
We will be happy to advise you.
Julia Eymann
Senior Research Manager