Rashtriya Newsflash

The global health consumer market is undergoing a structural shift, with the concept of “natural, non-medical” care gaining traction. Nasal care products are quickly transitioning from being seen as “medical emergency supplies” to becoming “everyday household items.”

In this context, BGO, a nasal care brand that has rapidly expanded in recent years, stands out. Its essential oil nasal patches and other products are not only consistently popular at Countdown, New Zealand’s national supermarket chain, but have also made their mark in over 30 countries and regions worldwide. BGO has thus become a leading player in the non-medical nasal care sector.

Countdown: The Largest Supermarket Chain in New Zealand

As one of New Zealand’s largest supermarket chains, Countdown is deeply embedded in the daily lives of local families. With nearly 180 stores covering over 90% of the country’s cities and towns, from the bustling downtown areas of Auckland to the quaint neighborhoods in Queenstown, Countdown is the go-to destination for food and household essentials. The chain holds approximately 75% of New Zealand’s supermarket market share, making it a true “one-stop-shop” for everyday living.

When it comes to selecting products, Countdown focuses on “meeting local family needs.” This means rigorous testing to ensure the safety and quality of products, from the shelf life of a carton of milk to the formulation of health and wellness products. Additionally, Countdown actively supports “local innovation” and provides a “growth channel” for New Zealand brands, ensuring that products that better cater to local climate and lifestyle needs can reach more families. As Countdown’s health category procurement head notes, “Our shelves essentially reflect the needs of local families. Brands like BGO, which have a scientific research factory and R&D center in New Zealand, understand the nasal care needs of families, particularly during pollen season or when dealing with nighttime nasal congestion. This is why we prioritize introducing their products.”

Global Market Validation: BGO Bedtime Vapour Patches Become the Go-To Product for Families Across Multiple Countries

BGO’s non-medical nasal care products have gained significant recognition from consumers, both in New Zealand and globally. After entering Countdown, the brand’s core products have seen a sharp rise in market acceptance. According to sales data from Countdown stores, BGO Bedtime Vapour Patches have consistently ranked among the top products in the health care section in terms of frequent repeat purchases over the last six months. This product, which combines eight different New Zealand plant essential oils, works without direct skin contact and adopts 12-hour slow-release technology to relieve nasal congestion. It meets local families’ needs for managing pollen season and nighttime nasal congestion, with daily sales consistently outperforming similar products by a factor of two. Some stores in Auckland and Christchurch even experienced “three replenishments per week.”

Auckland-based mother Sarah sums up the experience for many local families: “Before, during pollen season, my child would always suffer from nasal congestion, and we’d have to go to a pharmacy to buy nasal care products. Now, I can just pick up a box of nasal patches when I go to Countdown to buy breakfast. It’s so convenient.”

This strong sales trend isn’t confined to New Zealand alone. In Southeast Asia, BGO Bedtime Vapour Patches became a top-seller in a Thai pharmacy, ranking in the “Top 3 Nasal Care Products” for three consecutive months. In China, after the brand entered membership-based supermarkets such as Sam’s Club and Costco, its combo packs of nasal patches and sea salt spray have achieved a repurchase rate of over 40%, becoming a go-to solution for many Chinese families managing seasonal nasal allergies.

Breaking the Industry Mold: How Non-Medical Nasal Care Is Becoming a Household Staple Worldwide

From an industry perspective, BGO’s success is a textbook example of how non-medical nasal care has gone from being a niche category to a mainstream product. The key to this transformation lies in two main factors: “product scenarioisation” and “channel mainstreaming.”

On the product front, BGO has moved beyond the “single-function” limitations of traditional nasal care products, designing items that cater to different demographics and scenarios. For children, BGO developed a “nipple-level spray nozzle sea salt spray” that uses a 0.9% New Zealand purified sea salt formula. It is gently atomised, making it ideal for nasal cleaning during seasonal changes without irritating the nasal passages. The essential oil nasal patches, on the other hand, are designed specifically for the “nighttime nasal care” scenario. They offer a no-contact nasal care solution, with a 12-hour sustained-release design that aligns with the needs of family members who suffer from nasal congestion while sleeping. These thoughtful product details have turned nasal care from a mere “functional tool” into a “must-have household item.”

On the distribution front, the brand has broken down the traditional barrier of “nasal care products only being sold in pharmacies” by expanding its presence in both “mainstream supermarkets and professional pharmacies.” This dual-channel strategy lowers the threshold for consumers, making nasal care products accessible in everyday shopping settings—whether at Countdown in New Zealand, Sam’s Club in China, or community supermarkets and duty-free shops in Southeast Asia. This approach has gradually fostered the habit of “daily nasal care” among consumers. As Lina Cohen, a researcher at the New Zealand Health Industry Association, puts it: “The future of non-medical nasal care lies in making nasal care as routine as brushing your teeth. BGO is achieving this by combining ‘good products’ with ‘good channels.'”

Looking ahead, BGO plans to expand its product range in Countdown stores, adding new items such as essential oil nasal Ointment and Bedtime Vapour Patches designed specifically for adults and seniors, further addressing the nasal care needs of all family members. the two parties also plan to collaborate on “family nasal care education” activities, using in-store posters and sales staff to raise awareness about the importance of “daily nasal care,” while exploring online channels to allow customers to easily replenish their products.

As one health industry analyst notes: “In the past, consumers only thought about nasal care when they were congested. Now, more and more families are starting to keep nasal care products in their bathroom drawers, just like hand sanitizer and toothpaste.” The partnership between BGO and Countdown is a clear example of the market potential for non-medical nasal care products. As “natural, gentle, and daily” becomes the core demand of family care, the non-medical nasal care sector is entering its “golden growth period.”

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