March doesn’t just bring warmer temperatures. For millions of Americans, it brings congestion, itchy eyes, and the annual scramble for relief. Nearly one in three adults (32%) say they suffer from pollen allergies, and as spring takes hold, their search for symptom control becomes one of the most predictable surges in the over-the-counter aisle.

YouGov Profiles data shows that these consumers are not casual buyers reacting to a bad day. They are among the most engaged OTC shoppers in the market.

Data insight #1: Allergy sufferers are significantly heavier OTC buyers

The most striking difference between pollen allergy sufferers and the general population is how frequently they purchase across OTC categories.

In the past six months, 42% of Americans with pollen allergies report purchasing allergy prevention or treatment products, compared to 25% of general population. 

Their engagement extends beyond antihistamines. Nearly three in ten (29%) have purchased sinus relief products (compared to 20% of all adults), while almost one-quarter (24%) report buying nasal sprays, compared to 17% of the general population.

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Data insight #2: Efficacy and pricing shapes consumer choices

Despite their higher purchasing frequency, pollen allergy sufferers are pragmatic shoppers.

Six in ten (60%) say price influences their OTC purchase decisions. More than half say they choose products they have used before and know work (56%).

Brand recognition carries less influence. Just one in five (20%) say recognizing the brand name affects their decision, and advertising plays a minimal role, with only 7% citing TV/ internet/ radio or print ads.

Data insight #3: Allergy spending remains rooted in physical retail

Even as e-commerce reshapes many consumer categories, OTC allergy purchasing remains concentrated in stores.

More than two-thirds of pollen allergy sufferers say they purchase OTC medications mostly in-store (36%) or exclusively in-store (32%). One in five purchase them equally online and offline (21%) while 9% report buying online.

Retailer usage shows where those purchases are concentrated. Nearly two-thirds (64%) report purchasing OTC medications at Walmart, while 42% shop at CVS and the same share at Walgreens. Amazon attracts 28% of pollen allergy sufferers, notable, though still well behind the top three retailers, all of which have extensive brick-and-mortar footprints.

A seasonal surge and a strategic opportunity

As spring begins, pollen allergy sufferers emerge as one of the most commercially active health segments: 42% purchase allergy treatments. Among those, 60% prioritize price, and 68% buy mostly or exclusively in-store. This is not simply a seasonal sales bump, but a focused test of pricing, shelf execution, and product credibility. In a rational, results-driven category, the brands that win will be those that deliver reliable relief at the right price, in the right place.

Methodology:

YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between Feb 2025 and Feb 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in the U.S. and weighted by age, gender, education, region, and race.

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