NEW YORK — Rhinomed, a leader in wearable nasal and respiratory technology, continues to make strides in providing sleep and breathing solutions that also help people get a good night’s rest when they are sick.

John Ende, executive vice president of North American sales for Rhinomed, sees several growing trends within the cough and cold market.

“The first is innovation. COVID-19 has led to an innovation mindset in nearly every category, every industry, every market — and the cold and cough market is no different. Last year there was an overall drop in category sales, largely due to consumers following strict mandates that kept them home and practicing improved personal hygiene, and that gave manufacturers time to think about how to differentiate their products. This year, coughs, colds and flus are making a comeback as consumers go back to school, back to the office, and resume pre-pandemic activities. And as consumers visit the store shelf seeking remedies, they are seeing an array of new and innovative products.”

He says a second trend is a shift toward products that address prevention and well-being, which aligns with a similar shift in health care models. “I believe this stems from consumers becoming their own health advocates and focusing more on self-care. Much of the innovation we’re seeing in this space is around preventing illness and improving well-being rather than simply masking symptoms,” he explains.

Ende notes that consumers increasingly focus on self-care, they want products that are organic, drug free and free from artificial colors, and that help them take control of their health. “Simply put, consumers want the safest and most effective solutions available. They want products that help prevent illness from happening, help manage the symptoms when illness does happen, and help recover from illness more quickly.”

Ende adds that Rhinomed’s Mute Nasal Dilators, which are a 2021 Health magazine sleep award winner, are a great example of a product that supports self-care and general well-being. “Mute is an FDA-approved nasal dilator, which means it is approved for use just inside the nose to expand the nasal passages. By opening those nasal passages, Mute helps improve airflow through your nose, helps you get 38% more air into your airways, and encourages you to breathe through your nose. This is particularly helpful if you’re experiencing congestion due to a cold, flu or allergies. Mute also helps reduce the incidence of mouth snoring, a nightly affliction for many and for others the result of congestion. In reducing snoring, Mute also helps you sleep better, which goes back to the idea of self-care and general well-being.”

He says Mute is made from soft, medical-grade polymers so it rests gently in the nose. It’s available in three sizes (small, medium, large), and it can be adjusted to each nostril so it comfortably and discretely fits noses of virtually any size or shape. “Mute is great non-medicinal, drug-free, noninvasive breathing aid that provides instant congestion relief with no side effects. It checks off virtually everything consumers are looking for when cold, flu and allergy season strikes,” he concludes.