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Cold and flu medications generally fall into three main categories: well-known brands like Lemsip and Sudafed, supermarket own-label products, and single-ingredient drugs containing either paracetamol or ibuprofen. A significant price difference exists between these options. For example, a pack of 16 Lemsip All-In-One Max Strength tablets costs around £7.30, whereas a comparable quantity of paracetamol tablets at some supermarkets is priced as low as £0.35.
Both types of tablets contain 500mg of paracetamol, which helps relieve pain and reduce fever but does not address the infection itself. The Lemsip product, along with several competitors, also includes phenylephrine, a decongestant intended to shrink swollen blood vessels in the nose to alleviate congestion. However, Professor Lawrence points out that phenylephrine is unlikely to be effective when ingested as a tablet because much of the drug is metabolized before it enters the bloodstream. In 2024, the US drug regulator recommended removing phenylephrine from all cold and flu tablets due to its lack of effectiveness, though this change has not yet been finalized.
Some remedies also add guaifenesin, an ingredient aimed at loosening mucus in the airways. The evidence for guaifenesin is mixed, with some research indicating it can improve chest congestion while other studies find minimal or no benefit. A spokesperson for Reckitt, the company behind Lemsip and Nurofen, emphasized that their product ingredients are approved by regulatory authorities and designed to address multiple symptoms, such as fever, congestion, and coughs.
Brand recognition and pricing strategies also play a crucial role in consumer choices. According to a former manager at a major chemist chain, larger brands have more resources to invest in in-store advertising and product placement. Premium or well-known products are typically positioned at eye level, making them more visible to customers, while cheaper alternatives are often placed on lower shelves. The former manager noted that shoppers frequently associate higher prices with better trustworthiness or effectiveness. Even when informed that cheaper options offered similar benefits, many consumers preferred to buy the more familiar brand. The consumer healthcare trade body PAGB argues that trusted brands can help simplify choices and provide reassurance amid widespread health misinformation
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