Structural Read · U.S. OTC Cold & Flu · 18 brands
Vicks owns the shelf. Mucinex owns the mucus. AXIV reads as private label.
An outside-in ShurIQ read of AXIV, eighteenth of eighteen in the U.S. OTC cold/flu vertical, scored against the four highest-trust incumbents and ten natural-immune challengers.
Five viewports
How the category is shaped
Two axes describe brand position: the narrative each brand pushes and the posture each takes to push it. AXIV sits in the most-crowded cell with the four highest-trust incumbents and the structural posture of a private label.
Explore the topology → Viewport 02Where every brand lands on power
Eighteen brands stacked by composite SBPI. Vicks leads at 88.35. The vertical median is 78.45. AXIV trails the floor at 27.95. The gap to T4 is 2.05 points, the gap to median is 50.5.
Explore the stack → Viewport 03Who owns what consumers reach for
Eighteen brands by ten claim categories. Vicks owns Day/Night occasion. Mucinex owns mucus and 12-hour. Zicam owns duration-modification. AXIV uniquely owns quantified onset, currently buried at SKU level.
Explore the heat map → Viewport 04The questions no brand is answering
Nine clusters of consumer discourse. Three weak bridges that map to questions consumers ask out loud. The strongest white space sits where elderberry buyers reach for Mucinex and find no clean alternative.
Explore the gaps → Viewport 05The arc from Amazon to mass retail
Six channels plotted by AXIV's readiness today against the channel's upside. Genexa's four-year path to 60,000 stores is the canonical arc for a same-actives challenger entering the same shelf.
Explore the GTM map → Companion readThe full editorial brief
The longform read that accompanies this viz hub. Same evidence, narrative form. Headline thesis, stack rank, claim ownership, structural gaps, rebrand territories, GTM sequencing.
Open the editorial →Companion document
Read the full brief
The editorial that accompanies this viz hub. One read, end to end, built for executive pickup.