Visual Brand Performance Category Report

Cough & Cold

A visual analysis of cough & cold product imagery across Amazon, CVS, Kroger, & Walmart.

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Cold season and the ecommerce explosion

As winter approaches, a few things are inevitable: plummeting temperatures, shorter days, and the dreaded runny nose. Over-the-counter cough & cold medicine, previously a reliably stable seasonal category, has seen significant changes over the past 2 years due to the COVID-19 pandemic and increased attention on personal health and wellbeing.

Sales for the over-the-counter (OTC) market increased by about 7% during the pandemic and will continue to rise in the coming years. The largest increase (outside of vitamins and supplements) was cold & cough and pain & fever — with the global cough & cold market predicted to bring in $13.02 billion in 2021.

As more and more of these purchases are beginning to take place online, brands need to begin measuring and optimizing their most powerful asset – their visual brand. A visual brand refers to the visual content a brand uses to communicate and advertise their products and services.

Traffic-driving images (hero images)

Conversion-driving images (carousel images)

To get discovered, product imagery must capture consumer attention and entice them to learn more.

To win the sale, product imagery must visually engage the consumer and drive them to click the “buy” button.

Visual Content That Attracts & Converts on the Digital Shelf

Through the use of new visual artificial intelligence technology, this Vizit Report reveals the OTC cough & cold brands that have the most powerful visual brands on Amazon, CVS, Kroger, and Walmart. Because each retailer provides its shoppers a differentiated experience, this report surfaces the visual brand performance leaders and laggards across stores, as well as the image trends and design elements that engage online OTC shoppers.

Analyzing Visual Brand Performance on the Digital Shelf

To evaluate visual brand performance across Amazon, CVS, Kroger, & Walmart’s digital shelves, Vizit’s AI technology was used to assess product hero and supporting carousel imagery from hundreds of leading cough and cold products. Vizit scored each brand image between 0-100 for OTC online shoppers to determine the brands with the highest scoring product hero and carousel imagery on the digital shelf. The result is an understanding of the top performing visual brands across retailers, as well as the specific visual trends and tactics that drive clicks and conversions.

How to read the insights in this report

Read the full Cough & Cold Visual Brand Performance report to learn about:

The best and worst visual cough & cold brands on the digital shelf.

The image and design trends that engage OTC shoppers.

Examples of high-scoring product pages across every retailer.

The difference in visual content and scores across major retailers.