The evolution of flu and common cold: health impact and growth of the OTC Cough & Cold market
Every winter, influenza and the common cold once again rank among the leading global public health challenges. It is estimated that nearly 1 billion people worldwide are affected each year by seasonal respiratory infections, generating a significant healthcare burden and directly impacting quality of life (WHO, 2025).
While most cases are mild, between 3 and 5 million progress to severe conditions, resulting in up to 650,000 respiratory-related deaths annually at a global level (WHO, 2025). This recurrence, combined with the variability of each season, makes flu and common cold predictable yet difficult-to-control diseases.
A well-established seasonal trend in Europe
Across Europe, epidemiological surveillance systems consistently report recurring seasonal peaks, with recent seasons showing increases of up to 185% compared to previous years (ECDC, 2025). Factors such as population ageing, high international mobility and changing social habits continue to facilitate the spread of respiratory viruses.
This scenario reinforces the need for accessible and effective solutions, particularly in the early stages of illness, where symptom relief plays a key role in patient recovery and in reducing pressure on healthcare systems.
The Rise of OTC solutions for flu and cold
The epidemiological evolution of flu and common cold has been accompanied by steady growth in the over-the-counter (OTC) medicines market aimed at relieving respiratory symptoms.
Globally, the OTC Cough & Cold market reached approximately €18.9 billion in 2025, consolidating its position as one of the most relevant categories within the OTC sector (IQVIA, 2025). In Europe, the market surpassed €8.6 billion in the same year, driven by high seasonal incidence and a growing preference for responsible self-medication (IQVIA, 2025).
One of the key drivers behind this growth is patient behaviour: 64% of patients choose non-prescription medicines to manage flu and cold symptoms (IQVIA, 2025). This trend particularly supports:
- Combination products (analgesics, decongestants, antitussives)
- Liquid and easy-to-administer formulations
- Solutions focused on fast and effective multi-symptom relief
From health incidence to market opportunity
The combination of high seasonal recurrence, increasing demand for accessible treatments and an expanding OTC market positions the Cough & Cold category as a strategic area for pharmaceutical portfolios.
Anticipating winter needs not only requires understanding epidemiological trends, but also relying on trusted partners capable of delivering high-quality medicines, ensuring supply security and adapting to diverse regulatory environments.
Farmalider: ready for winter
With more than 40 years of experience, Farmalider develops B2B healthcare solutions, supporting partners in building strong and competitive portfolios. Our OTC Cough & Cold ranges are designed to meet seasonal demand, offering effective formulations, GMP quality standards and an end-to-end approach covering development, manufacturing and regulatory support.
Understanding the evolution of flu and common cold is the first step in preparation. At Farmalider, we transform insight into market-ready solutions, helping our partners face winter with confidence.
? Discover our Cough & Cold solutions and get ready for Winter 2026.
