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Category advice
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)
Vitamins
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)
- 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.
- 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.
- 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.
- 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.
- 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. |
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| 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. |
Strepsils 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:
