Xenomythology: When Alien Minds Create Alien Gods

1. Overview

The market for flavouring agents in over-the-counter (OTC) pharmaceuticals covers the use of flavour compounds in non-prescription medications to improve taste, enhance patient acceptability and support adherence—especially in paediatric and geriatric populations. In OTC formulations such as cough syrups, chewable tablets, lozenges or liquid vitamins, the incorporation of flavours is increasingly seen as a critical element of formulation design rather than a secondary consideration.

Growth in this market is being driven by factors including heightened consumer expectation for palatable medicines, increasing self-medication behaviours, and the rise of OTC product use across global markets. Manufacturers view flavouring as a differentiator in a competitive OTC market: flavours not only mask unpleasant tastes of active pharmaceutical ingredients (APIs) but also contribute to brand loyalty and improved user experience.

At the same time, the market is impacted by challenges such as regulatory concerns (ensuring flavour ingredients are safe and compatible with drug…

Welcome to our group Xenomythology: When Alien Minds Create Alien Gods! A space for us to connect and share with each other. Start by posting your thoughts, sharing media, or creating a poll.