The average Australian healthcare customer is almost 150 times more likely to be shopping with a headache or feeling ill, than not. As a result, price is often not a key consideration while in store – it comes down to other triggers such as efficiency, helpful/friendly staff and value.
A key driver for consumers shopping in the healthcare space is products in stock; the range must reflect what the shoppers are looking for.
Looking more specifically at the beauty (including personal care) department, consumers in Australia don’t really see a significant difference between shopping in a grocery store versus a pharmacy, and are actually much less likely to shop pharmacy for beauty/personal care products.
Beauty products sold through the pharmacy channel make up just over $1 in every $10 spent in the category (10.3% value share of trade). While this has increased slightly, this presents a significant opportunity for the pharmacy channel to further develop its presence and share of wallet in this space.
Frequency of shopping trips also varies significantly across channels, with the average household purchasing beauty products in grocery 20 times a year, compared to just under four times a year in pharmacy. The pharmacy channel, however, delivers higher spend on beauty per trip with an average spend of $31.63, compared to $12.17 per trip in supermarkets.
While grocery remains an important channel for the beauty and personal care department, huge opportunities exists for the pharmacy channel to become the destination of choice for the beauty and personal care shopper. Differentiated channel strategies are essential for meeting the different needs of shoppers in each channel.
Shoppers of many beauty categories are often likely to be influenced by pre-store triggers as well as notice new, innovative and exclusive products/brands. Displays and innovation that mirror advertising will likely disrupt and gain shoppers attention in store. In addition to having a wide range and stocking the brands shoppers want, driving traffic to pharmacy stores will rely on retailers closing off unmet shopper needs and evoking consumer wants.