Allergy season is ahead — are your health and wellness campaigns ready to bloom?

When temperatures warm up to signal spring’s arrival, health and wellness brands face a new challenge. Spoiler alert: This year’s allergy season could hit earlier and pack a stronger punch than in previous years. So, how might the forecast influence your allergy marketing strategies? Here’s what The Weather Channel’s spring 2025 outlook is telling us:¹

• Warmer-than-usual overall: Above-average temperatures are favored in a broad area from the South into the mid-Mississippi Valley and Central Plains for March through May as a whole.
  What this means: Potentially an earlier start to allergy season, with pollen releasing sooner than usual in these regions.
• Biggest temperature jumps: The Southwest and Southern Plains could experience the most above-average temperatures.
  What this means: A longer overall allergy season in these regions, due to extended pollen production from persistent warm conditions.
• The cooler side: The Northwest and northern New England have the greatest chance of experiencing  cooler-than-average temperatures, while most of the northern tier should stay near-normal.
  What this means: A potential later start in these regions, but could be more intense when allergy season arrives.
• Staggered allergy seasons across the U.S.: Regional temperature differences, local conditions, and pollen forecasts may vary significantly depending on the area.
  What this means: Allergy sufferers should prepare earlier in regions with warmer-than-usual forecasts. Marketers should prepare flexible, location-specific strategies as weather variations drive different consumer needs.

Temperature outlook: March, April, and May 2025

As the world’s most accurate forecaster,² The Weather Company helps predict peak pollen conditions through advanced forecasting of temperature, wind patterns, and humidity. This empowers consumers to prepare for high pollen days while enabling brands to reach people impacted by allergies at the most relevant moments.

How weather intelligence shapes allergy season strategies

Over 80 million Americans are faced with allergies every spring,³ and a growing number of allergy sufferers — 37%⁴ — say they are more concerned about symptoms this year than previous years. This season, health and wellness brands can leverage weather to reach those affected by allergies, craft effective allergy marketing campaigns, and make more informed business decisions. Explore how allergy brands can transform weather insights into powerful strategies to connect with people when remedies are needed most.

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Spring into action

Connect with people affected by seasonal allergies through weather strategies that ignite brand relevance and growth. Here are three ways health and wellness brands can power allergy marketing strategies with weather intelligence:

1) AI-powered allergy forecasts drive consumer engagement

Connect with qualified audiences where they already are — checking spring allergy forecasts and seasonal content on The Weather Channel app and weather.com to inform daily plans and manage symptoms. Predictive forecasts anticipates risk for consumers’ location based on real-time weather data.

Consider this recent example: a leading nasal antihistamine spray captured allergy sufferers’ attention by aligning with The Weather Channel spring allergy forecast, using AI predictive modeling to translate weather and anonymized health claims data into actionable insights for users to assess allergy risk in their local area ~15 days in advance. The results were impressive:

2) Weather Targeting optimizes local allergy marketing

Activate health ads with Weather Targeting that leverages an intelligent mix of weather and anonymized health data to anticipate optimal moments people are experiencing allergy symptoms, prescription refills, and OTC sales in a given area. For example, with a cooler-than-average spring forecasted in the Northwest and northern New England, allergy season may start later than other areas of the country. When weather varies like this, Weather Targeting can help take the guesswork out of the spring forecast by dynamically optimizing media down to the ZIP Code level during the most relevant times for allergy flare-ups.

This strategy delivered results for a leading allergy eye care brand that engaged consumers with contextually relevant digital-out-of-home messages when they experienced high pollen count in their ZIP Codes, achieving:

3) Unlock business insights with AI weather intelligence

Transform data into business intelligence with Weather Engine.^TM Powered by AI and machine learning, Weather Engine is a decision-making platform and API integration that builds insights for businesses to optimize operations across the enterprise.

A leading national pharmaceutical retailer uncovered the impact of weather on its sales with the Weather Engine custom modeling approach. In this beta partnership, The Weather Engine custom modeling with the client’s sales data proved better performance and stronger correlation versus standard models —  based on third-party or public data sources. The retailer can use these insights across internal business optimization processes and consumer-facing marketing touch points. The result:

Put a spring in your step this allergy season: Leverage The Weather Company’s advertising solutions for insights and tools to help elevate your brand and connect with consumers when it matters most.