Hall's stocking struggles...
As cold & flu season descends upon us, families start stocking up on their go-to cough drop brands like Halls. But recently, the iconic brand has been stumbling in the eyes of consumers and reviewers. While Halls Cough Drops’ efficacy remains largely unquestioned, with a high positive sentiment score, Yogi data reveals that it isn't the product's performance but its availability and packaging that have left consumers frustrated. The brand has seen a decline from a healthy 4.6 star average rating in 2019 to a still good but deflated 4.3 stars in 2023.
But what's causing this decline? Consumers are complaining that the products are “hard to find” in brick-and-mortar stores, leading many to replenish their supply online. However, this move to eCommerce hasn't been without its challenges - damaged boxes, loose wrappers, and stock shortages on Amazon have compounded the complaints. Furthermore, a small yet significant subset of consumers are alarmed by the use of artificial sweeteners like aspartame in sugar-free variants, signaling shifting consumer preferences.
In contrast, brands like Ricola have managed to avoid the "out of stock" issues and have been rewarded with consistently high product ratings.
The cough drop market is no different from others in highlighting the importance of listening to consumers and adapting swiftly.