Superdrug has reported a remarkable 70% year-on-year increase in sales of its own-brand fexofenadine tablets, as soaring temperatures and prolonged high pollen levels have extended the hay fever season across much of the UK. With heatwaves pushing temperatures to new June highs—Merryfield in Somerset recorded 36.7°C on Thursday—many allergy sufferers are experiencing persistent symptoms far later in the season than usual.
Hay fever affects an estimated 10 million people in the UK and is caused by the immune system’s overreaction to pollen. Warm, dry, and breezy weather creates the perfect conditions for pollen to spread widely, while extended sunshine prolongs the pollen season and heightens exposure risks.
Jamie Archer, Superdrug’s own brand director, commented: “The 70% increase in fexofenadine sales reflects just how tough this year’s allergy season has been. The persistent warm weather coupled with consistently high pollen counts means that symptoms linger far longer than expected. Instead of a brief seasonal spike, customers are seeking effective relief as the heatwave stretches the allergy season well into summer.”
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Superdrug’s own-brand tablets provide fast-acting, non-drowsy relief from common hay fever symptoms such as sneezing, itchy or watery eyes, and nasal congestion.
Pharmacists note that prolonged warm spells intensify hay fever by extending the pollen season and keeping pollen airborne for longer in dry conditions, increasing exposure. Rachel Jones, pharmacy superintendent at Superdrug, explained: “Many assume hay fever symptoms will subside as the summer progresses, but that’s not always the case. Sensitivity to different types of pollen and other airborne allergens can prolong symptoms for months. Higher temperatures, dry weather, and more time outdoors exacerbate symptoms and extend the season.”
Jones advises practical steps to lessen pollen exposure: “On days with high pollen counts, keep windows and doors closed if possible, or open them later in the evening when pollen is lower. Showering before bed and wearing clean clothes can prevent pollen transfer to bedding, improving overnight comfort.”
She adds: “Dry laundry indoors during high pollen periods to avoid bringing allergens into your home. Sunglasses also help protect eyes by reducing pollen contact, easing itching and redness outdoors.”
Jones also stresses the importance of early and consistent medication: “Many wait until symptoms worsen before starting treatment. Beginning medication early during high pollen periods often results in better symptom control.”
Jamie Archer concludes, “Hay fever impacts daily life—affecting sleep, focus, and outdoor activities. Superdrug aims to make effective allergy relief accessible and affordable, helping customers manage their symptoms through this unusually prolonged allergy season.”