Skip to main content
Contact Us

Beyond the symptom surge: a fuller picture of the CCF customer

Traditionally, cough, cold and flu planning has centered on a single peak moment. In reality, advertisers know illness follows a multi-phase journey — with households cycling through 8-12 respiratory illneses per year.*

 

ExtraCare® insights show the patterns behind this journey: customers stock up before symptoms appear, move quickly when illness hits and return again for support as recovery continues. These recurring behaviors reveal a clearer picture of the CCF shopper — and a stronger plan for brands to reach them.

A person drinking tea at home.

We know how customers move, behave and purchase throughout the season 

 

  • Prepare: 50% ExtraCare® members proactively stock up on CCF supplies, creating opportunities for education, stock-up messaging and an early seasonal presence**
  • React: 46% ExtraCare members purchase as soon as symptoms appear. When urgency rises, shoppers look for fast, convenient solutions — making this a critical moment for conversion messaging**
  • Recover: 70% of ExtraCare members prefer to purchase OTC cough, cold, flu and allergy medications in‑store, whether preparing ahead or returning for support as recovery continues**
Icon of cold medicine.

CCF customer behavior comes into focus at CVS®  — the #1 health and wellness destination

 

  • ExtraCare members drive the majority of CCF category sales, accounting for 67% of cold relief, 87% of cough remedy and 69% of allergy remedy purchases**
  • Front store traffic is up year over year, driven by respiratory illnesses, immunizations and related health needs leading up to and during CCF season**
  • From prevention to recovery, CVS is #1 retail pharmacy for immunizations, accounting for ~1/3 of the U.S. immunization market**
  • CVS is the leader in home diagnostic tests (HDT) and the go-to destination for cough, cold and flu shoppers**
Icon of a CVS basket.

As CCF customer needs change, brand strategy must move with them  

Now for the first time, CMX is uniting front store and pharmacy under one connected CCF tentpole — creating a season-long ecosystem guided by ExtraCare insights and built around the way customers actually move through the season.

By reaching shoppers across OTC conversion, pharmacy engagement*** and immunization education, powered by CorIQ™, our new AI-enabled media platform — brands can connect with more relevance as CCF needs shift from preparation to urgency to recovery.

Learn more about CMX Cough, Cold and Flu tentpole.

CMX Heart
Back to Insights Hub

Not a guarantee of performance. Where permitted by law.

  • *CDC data, 2026

  • **CVS Internal Data 2025

  • ***CVS Pharmacy patients who have provided a marketing authorization