Redefining the self-care pathway in the evolving hayfever landscape
For decades, hayfever care has been shaped by a simple assumption: symptoms begin in spring, peak through summer, and disappear as autumn sets in. Increasingly, this is no longer the reality.
Longer pollen seasons, rising temperatures, urban pollution, and changing environmental conditions are fundamentally reshaping how and when hayfever symptoms occur. UK environmental monitoring shows that pollen season now extends by up to two weeks compared with previous decades,[1] while sufferers frequently face sudden, intense spikes in exposure, known as “pollen bombs”.
Together, these environmental changes are driving what experts increasingly describe as the deaseasonalisation of hayfever, the shift from a predictable, seasonal condition to one that extends beyond its traditional spring-summer window. This is evidenced by £59 million in off-season value sales (September 2025 to February 2026) in the hayfever category, marking a 0.9% uplift compared to the same period a year ago and a robust 5% growth on a two-year basis,[2] further validating the prolonged hayfever season demand.
This shift doesn’t just present a clinical challenge, it adds a new layer of complexity to self-care. Not only are people grappling with symptoms that appear at unexpected times, they are navigating a crowded space of conflicting advice, wellness trends, and countless products on the shelf. This creates uncertainty, leaving them questioning where to turn for adapted, effective solutions for their evolving needs.
Aligning patient habits with out-of-season symptoms
Community pharmacists witness firsthand a clear pattern in how people manage hayfever. Patients are overwhelmingly reactive when symptoms arise, rather than preparing for them. Over half (65%) of hayfever sufferers[3] only seek treatment when symptoms become unbearable, and just 38%[4] purchase treatments proactively, before their symptoms start. The result is a cycle of reactive self-care, with patients managing flare-ups as they occur, rather than preventing them.
In the UK, the vast majority of treatments are purchased over-the-counter, with 70% coming from a pharmacy counter specifically.[5] This positions the pharmacy team at a critical intervention point. While individuals frequently have a specific product in mind to treat their symptoms, over half of UK pharmacists (54%)[6] are likely to guide patients towards an alternative, driven by their professional belief that a different brand would provide better symptom relief. This means pharmacy teams are uniquely placed at the most critical intervention point to deter reactive habits and guide patients toward more effective, long-term management.
Why careful consideration of treatment options is important
When patients rely on temporary, reactive fixes to manage chronic symptoms, the clinical and economic consequences are severe. Poorly managed hayfever symptoms currently cost the UK economy an estimated £1.25 billion annually[7] through absenteeism and cognitive impairment.
Relying habitually on older treatments in this changing landscape introduces significant clinical vulnerabilities for patients:
Managing allergies in extreme heat:
As heatwaves become more frequent across Europe, allergy management warrants greater consideration during periods of extreme temperatures. Some first-generation antihistamines are associated with anticholinergic effects that some individuals may experience as dizziness, dry mouth, and reduced ability to sweat. During temperature spikes, these effects could interfere with the body’s natural thermoregulation, risking dehydration and heat stress. Some other users might experience dry mouth with second-generation antihistamines, including cetirizine, loratadine, and acrivastine, making hydration and treatment selection increasingly important considerations as heatwaves become more frequent.
The sleep paradox:
We know that for many patients, sleep quality is a high priority, but it is increasingly under threat from both climate and medication. As rising temperatures and heatwaves make restful nights more prevalent, heavy nasal congestion only adds to the disruption. This can lead patients to a frustrating therapeutic paradox: using sedating antihistamines for relief. Although they may induce drowsiness, they actively fragment sleep architecture, leaving patients fatigued and cognitively impaired the next day.
Bridging the gap with progressive, optimised self-care
By sharing expertise during everyday consultations, pharmacy teams can guide individuals away from older, first-generation remedies and toward second-generation, 24-hour options that are non-drowsy options for most people, addressing these modern challenges head-on. The goal is to make self-care as simple as it should be. By translating complicated science into clear, actionable advice, pharmacists can help patients confidently select modern treatments that provide clear benefits without the drawbacks of older treatments.
Second-generation antihistamines containing fexofenadine show negligible interaction with muscarinic receptors, which are responsible for salivation and sweating, making them a more comfortable option in extreme heat. These modern treatments effectively clear the nasal blockages that disrupt breathing at night to safeguard quality sleep, all without causing daytime grogginess* in most people, or dry mouth when used as per recommended doses.
The future of hayfever care
Hayfever is entering a new era. As seasonal boundaries continue to blur, community pharmacy has an opportunity to move beyond supplying symptom relief to become the driving force behind proactive hayfever management. Every consultation is an opportunity to help patients understand their triggers, choose suitable treatments and develop a plan that supports year-round control, rather than short-term relief.
Ultimately, this proactive approach improves patient health literacy and empowers individuals to put their health back in their own hands. In doing so, pharmacy teams help build a more sustainable and resilient health system that can focus resources where they matter most.
*Fexofenadine is non-drowsy in most people.
References
[1] Allergy UK: Longer Pollen Seasons Linked to Climate Change. Allergy UK; 2026: https://www.allergyuk.org/news/pollen-seasons-and-climate-change/
[2] ircana Market Advantage (All Outlets inc Chemists), Hayfever & Allergy Relief, Value Sales Current and % Change, Sep 2025–Feb 2026.
[3] UK Allergy Shopper study Sep 2019, conducted by ShopperCentric for Sanofi / Opella n=750 online quant, aged 18 to 65yrs.
[4] UK Allergy Shopper study Sep 2019, conducted by ShopperCentric for Sanofi / Opella n=750 online quant, aged 18 to 65yrs.
[5] 2021’04 Toluna Allergy Shelf Test N=744 Sufferers.
[6] HCP Pharmacist Brand tracking 5- 8th Aug 2025 carried out by Ipsos on behalf of Opella. N=40 Pharmacists.
[7] Price D, Scadding G, Ryan D, Bachert C, Canonica GW, Mullol J, Klimek L, Pitman R, Acaster S, Murray R, Bousquet J. The hidden burden of adult allergic rhinitis: UK healthcare resource utilisation survey. Clin Transl Allergy. 2015;5:39. doi: 10.1186/s13601-015-0083-6.
About the author
Valerie Steiner is the Allegra Brand head for Western Europe at Opella, where she leads brand strategy and growth across consumer health markets. With 20 years’ experience in marketing and innovation across a range of consumer health companies, including Bausch + Lomb and Johnson & Johnson, Steiner has a strong international perspective shaped by previous roles in Spain and the UK. Since joining Opella, she has played a pivotal role in empowering consumers with the confidence to manage their own health by making self-care as simple as it should be.
