Category advice
Market Insight
Healthcare is a growing category
People are suffering from more minor ailments and are increasingly being encouraged to self-medicate, partly to take the strain off the NHS
Healthcare is highly profitable
Average 30% POR
on medicines
Few promotions are run on medicines due to the nature of the products
Moving medicines from behind the counter onto the shop floor in case studies has proven to increase sales by
up to
40%
Healthcare in the impulse market is worth
£271m per year
That is the same value as the biscuits category and double the value of Hot beverages category.
(AC Nielsen, 52 weeks to 23/04/16)
Ideal for convenience channel
Sufferers will not travel far if not feeling well, so medicines are bought at the most convenient location
Easy to manage
Long shelf life and does
not take up much space
on shelf
Winter meds seasonality
Biggest uplifts for Cold & Flu and Cough Remedies, but many categories increase in the winter.
Winter 2014/2015 saw exceptionally high peak
in December. Winter season ran longer last year.
OTC Medicines
Winter Key Drivers of Growth
1. Right Range
Shoppers in this channel have strong propensity to buy well known brands.
Source J&J research2. Clear Layout
Group like products & categories together (Ideally dual stock Kids’ Medicine in the baby fixture).
3. Off Shelf Display
Moving medicines onto the shop floor proven to increase sales by 30 to 40%.
4. Own Label
Whilst there is a strong tendency from consumers to buy brands, own label sell very well (top 2&3 volume lines) whilst also offering great value and exceptional margins.
Highlight products at key times of the year
In Winter (October – February), focus on colds & flu and sore throats.
In Summer (February – August), focus on hay fever/allergies and first aid, etc.
The timing of flu is very unpredictable and can vary in different parts of the country and from season to season
Seasonal flu viruses can be detected year-round; however, seasonal flu activity can begin as early as October and continue to occur as late as May.
The hay fever season is usually between February and August
1 in 5
people in the UK suffer from hay fever
Must Stock Lines
These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.
We suggest you stock the following range:
Planograms
If you have a one shelf display, we suggest you stock the following range:
Click shelf to hide/show shelf product list
View Shelf 1 Products
Nurofen tablets 12 x 12 tablets Anadin Extra 12 x 12 caplets BEST-IN IBUPROFEN 12 x 16 TABLETS BEST-IN PARACETAMOL 12 x 16 TABLETS CALPOL INFANT SUGAR FREE 100ML
CALPOL SIX PLUS 80ML NUROFEN FOR CHILDREN STRAWBERRY 100ML LEMSIP MAX COLD & FLU 6 x 5 SACHETS LEMSIP MAX COLD & FLU CAPSULES 6 x 8 CAPSULES
STREPSILS HONEY & LEMON 6 x 16 LOZENGES GAVISCON LIQUID ANISEED 150ML IMODIUM ORIGINAL 6 x 6 CAPSULES DUREX EXTRA SAFE 6 x 6s
If you have a two shelf display, we suggest you stock the following range:
Click shelf to hide/show shelf product list
View Shelf 1 Products
NUROFEN EXPRESS LIQUID CAPLETS 6 x 10 CAPLETS NUROFEN TABLETS 12 x 12 TABLETS BEST-IN IBUPROFEN 12 x 16 TABLETS BEST-IN PARACETAMOL 12 x 16 TABLETS
ANADIN EXTRA 12 x 12 CAPLETS PANADOL EXTRA ADVANCE 12 x 14 TABLETS LEMSIP MAX COLD & FLU 6 x 5 SACHETS LEMSIP MAX COLD & FLU CAPSULES 6 x 8 CAPSULES
BEECHAMS FLU PLUS TABLETS 6 x 8 TABLETS SUDAFED HEADACHE & CONGESTION CAPSULES 6 x 16 CAPSULES BEECHAMS ALL IN ONE LIQUID 160ML VENOS EXPECTORANT 100ML
View Shelf 2 Products
BONJELA TEETHING 15G NUROFEN FOR CHILDREN STRAWBERRY 100ML CALPOL INFANT SUGAR FREE 100ML CALPOL SIX PLUS 80ML STREPSILS HONEY & LEMON 6 x 16 LOZENGES
ALKA SELTZER 6 x 10 TABLETS RENNIE PEPPERMINT 12 x 24 TABLETS GAVISCON DOUBLE ACTION 6 x 16 TABLETS GAVISCON LIQUID ANISEED 150ML IMODIUM ORIGINAL 6 x 6 CAPSULES
PIRITEZE 6 x 7 TABLETS PROPLUS 8 x 24 TABLETS SAVLON CREAM 30G ELASTOPLAST FABRIC WATERPROOF 5 x 18 PLASTERS DUREX EXTRA SAFE 6 x 6S
If you have a three shelf display, we suggest you stock the following range:
Click shelf to hide/show shelf product list
View Shelf 1 Products
NUROFEN EXPRESS LIQUID CAPLETS 6 x 10 CAPLETS NUROFEN EXPRESS CAPLETS 6 x 12 CAPLETS NUROFEN TABLETS 12 x 12 TABLETS BEST-IN IBUPROFEN 12 x 16 TABLETS
BEST-IN PARACETAMOL 12 x 16 TABLETS PANADOL EXTRA ADVANCE 12 x 14 TABLETS ANADIN EXTRA 12 x 12 CAPLETS LEMSIP STANDARD 12 x 5 SACHETS
LEMSIP MAX COLD & FLU 6 x 5 SACHETS LEMSIP MAX COLD & FLU CAPSULES 6 x 8 CAPSULES BEECHAMS FLU PLUS TABLETS 6 x 8 TABLETS
View Shelf 2 Products
BONJELA TEETHING 15G CALPOL INFANT SUGAR FREE 100ML CALPOL SIX PLUS 80ML CALPROFEN 100ML NUROFEN FOR CHILDREN STRAWBERRY 100ML
BENYLIN TICKLY 150ML CAVONIA CHESTY COUGH 150ML VENOS EXPECTORANT 100ML BEECHAMS ALL IN ONE LIQUID 160ML STREPSILS ORIGINAL 6 x 16 LOZENGES
STREPSILS HONEY & LEMON 6 x 16 LOZENGES NUROFEN COLD & FLU 6 x 8 TABLETS SUDAFED HEADACHE & CONGESTION CAPSULES 6 x 16 CAPSULES VICKS VAPOUR RUB 50G
View Shelf 3 Products
RENNIE PEPPERMINT 12 x 24 TABLETS RENNIE SPEARMINT 12 x 24 TABLETS GAVISCON DOUBLE ACTION 6 x 16 TABLETS GAVISCON LIQUID ANISEED 150ML
ENOS FRUIT SALT 150G ALKA SELTZER 6 x 10 TABLETS PIRITEZE 6 x 7 TABLETS IMODIUM INSTANT 6 x 6 TABLETS IMODIUM ORIGINAL 6 x 6 CAPSULES
PROPLUS 8 x 24 TABLETS SAVLON CREAM 30G ELASTOPLAST FABRIC WATERPROOF 5 x 18 PLASTERS DUREX EXTRA SAFE 6 x 6S DUREX THIN FEEL 6 x 6 CONDOMS
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