Category advice

Healthcare icon

Market Insight

Category advice2023


Placing medicines onto shop floor is proven to increase sales by 30 to 40%.

Shoppers say it's embarrassing and inconvenient to ask for health products.

Healthcare drives 2x increase in basket spend.

On average a basket spend is £8.27.

A basket with healthcare can increase spend to £17.81!

(Kantar WPO OTC 52 weeks 9th July 23)

Growing category.

The ageing population means people are suffering from more minor ailments and are increasingly being encouraged to self medicate, partly to take the strain off the NHS.

Ideal for Convenience channel.

Sufferers will not travel far if not feeling well,so medicines are bought at the most convenient location.

83% of Total Value comes from 6 categories.

Adult Oral Analgesics, Cold & Flu, Children's Pain Relief, Heartburn & Indigestion, Cough Remedies and Decongestants contribute to 83% of total Medicine sales in the Independent Convenience market.

(Nielsen OTC Medicines Impulse Value Sales MAT: 30.04.2023)

The Medicines & Health care category generally has less price sensitivity, as shoppers need something to fix their discomfort as soon as possible.

4 in 5 shoppers have changed how they manage their Health & Wellbeing due to COVID.

Patients who would have previously attended the GP with any given symptoms are now more comfortable self-medicating with medicines bought in store.

Digestive Health

64% of adults have experienced some form of Digestive Health issue. Small stores have outperformed the market in Indigestion with the subcategory now delivering nearly 70% of total Digestive Health value for the channel.

The following key brands in the category are known for different reason and must be available to drive the category value further.

619277 Rennies Spearmint 24's
619288 Rennies Peppermint 24’s
527103 Gaviscon Liq Aniseed 150ml
201990 Gaviscon Dbl Action Liq 150ml
383371 Gaviscon BDL Action 12/10 12’s
527239 Imodium 7’s

Full range of Rennie and Gaviscon available in depots now.

There are 72m diarrhoea episodes in the UK per year with 59% of episodes being untreated.

(Manufacturer Data: Johnson & Johnson, 2021)


Largest Vitamins brand in the channel and the biggest value contributor in the Vitamins (energy) category

Berocca Effervescent 15’s (SKU 809032)

Anti Tiredness is a significant category in the channel and is a must stock

Pro Plus 24’s (SKU 113659)

  1. Use Cold & Flu and Allergy as joint “Seasonal Space” by merchandising the two together. In this way it is easy to flex space in seasons – allocating more to Allergy in Spring/Summer and giving more space to Cold & Flu in Autumn/Winter.
  2. Giving shoppers a solution for all their health needs, even if space is limited. Focus on the biggest SKUs in the category if space is limited.
  3. Make it easy to find and don’t hold it behind the counter as shoppers will be unlikely to ask, especially if it is an embarrassing condition.
  4. Put signs at the front door, highlighting that you sell healthcare is a must, so customers know even before they get to the fixture. Highlight it at the fixture with signage – the basic pharmacy green and white cross is a key identifier of healthcare.
  5. Seasonal Focus – Flex space given to core winter /summer meds categories, as strong seasonal uplifts for some categories warrant increased space.

Pain Relief – All year round

  Nurofen Express Tablets 10’s
SKU 564009
Nurofen is the largest adult oral analgesic brand in the market.
Galpharm Ibuprofen 200mg
Tablets 16’s SKU 577760
Galpharm is the next best alternative in the adult oral analgesics category.
Calpol Infant 100ml Liquid
SKU 598669
Calpol 6 Plus Bottle
Syringe Pack
SKU 577099
By far the largest kids medicine brand within Health Care.
Nurofen for Children
SKU 451008
Next biggest selling brand providing an alternative active ingredient.
  Most commonly purchased area of Healthcare Brands offer higher cash margin.   A mission where parents are prepared to spend.  

Cough, Cold & Flu – Seasonal peaks from September – March

Lemsip Max
Cold & Flu Lemon 5’s

SKU 628615
Largest brand in Cold & Flu Citrus is top flavour over blackcurrant in Healthcare.
Lemsip Max Cold & Flu Capsules 16’s
SKU 549782
An alternative on-the-go format from the largest brand.
Benylin Dry & Tickly Cough Syrup 150ml
SKU 161208
Best selling cough SKU with 31% of total Cough remedies sales.
Honey & Lemon 8’s

SKU 767292
Well recognised Medicated Confectionary brand with a popular flavour.

Allergy – All year round & seasonal peaks from February – August

Piriteze Allergy Tablets 7’s
SKU 491440
Largest allergy product in Convenience and growing at +40.2%.
Active Ingredient: Betirizine hydrochloride.
Clarityn Allergy Tablets 7’s
SKU 808812
An alternative active within the allergy category, offering shopper choice.
Active Ingredient: Loratadine

Information correct at time of print.


Must Stock Lines

Category advice2023


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:

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