Nine conversations carry the U.S. cold and flu category. Bars are sorted by share of overall influence, the share each conversation contributes to holding the rest of the category together. Cold remedies sits in the middle and connects everything. Daytime relief punches above its size. Pediatric safety carries an unmet-need weight that exceeds its share.
The single most-connected word in the category. Bridges natural-immune, shorten-the-duration, and pediatric-safety conversations. The ingredient that lets a brand speak credibly across three otherwise separate audiences.
Every conversation routes through these two words. Anchor terms a brand cannot avoid. Used as defaults by consumers who do not yet have a preferred brand or remedy.
DayQuil and NyQuil are the structural backbone of the daytime-relief conversation. The pair holds together more tightly than any other brand pairing in the category. The compare-to anchor for nearly every branded discussion.