SHUR IQ // Issue No. 14 | AXIV · U.S. OTC Cold, Flu, Immune Support 2026-05-18
AXIV
SHUR IQ Intelligence Platform

The conversation AXIV is selling into

Five interactive views of the U.S. cold and flu category as consumers talk about it. Where AXIV sits today, the four whitespace positions, and the SBPI readout that frames the recommendations.

9
Conversations
4
Whitespace Gaps
14
Brands Compared
33
SBPI / 100
5
Views
Intelligence Views 5 Views
01 View 01

Category Map

How the category talks. Nine conversations from cold remedies to immune boost to pediatric safety. Drag, zoom, and hover to see which words hold the conversation together and where AXIV sits today.

Conversations 9 Top Bridge zinc
Launch View 02 View 02

Whitespace Radar

Four gaps in the category that no brand currently answers well. One Critical opportunity (Hispanic and bilingual natural-immune). Two High (daytime relief without heavy ingredients; the prevention-to-relief handoff). One Medium (clean mucus management).

Critical 1 High 2 Medium 1
Launch View 03 View 03

SBPI Readout

Five dimensions scored zero to one hundred: recognition, trust, mission, differentiation, and loyalty. AXIV composite of 33 sits inside the Vulnerable band. Mission at 42 is the only dimension close to crossing into a stronger band.

Composite 33 Status Vulnerable High Score Mission 42
Launch View 04 View 04

Conversation Anatomy

Which conversations carry the category. Cold remedies leads at 27 percent of influence; daytime relief punches above its weight at 11 percent; overdose awareness is signal-rich at 3 percent. The shape of where the money sits.

Top Share 27% Conversations 9
Launch View 05 View 05

Command Center

Everything in one frame. A simplified category map, the SBPI pentagon, gap severity matrix, conversation share, the top bridging terms, and the headline numbers that anchor the brief.

SBPI 33 Gaps 4 Top Opportunity Hispanic Natural
Launch View

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