by Tara Kaifesh, category analyst, part of Monthly Retailer Category Tips
Education can help your customers find the appropriate products to enhance their digestive health.
- According to the American Gastroenterological Association (AGA) in a news release published in September of 2022, nearly 40% of Americans stopped routine activities due to uncomfortable bowel symptoms and “many people remain hesitant to discuss their symptoms with a medical professional.” AGA’s survey also found that 25% of respondents reported they would try over-the-counter solutions or conduct research online (22%) before meeting with their healthcare provider. Think about how you can assist patients with this uncomfortable topic. Do you have a feature on your website for patients to submit questions anonymously? Do you have education materials you can make available in your digestive health department or resources you can include on your website? Find a way to open the discussion to help those who are trying to self-treat their
symptoms. - Two-thirds of consumers admit they would like more information on improving their digestive health and three in four recognize the link between digestive health and overall wellness.1 Additionally, 70% are interested in products promoting digestive health even if they are not suffering from any symptoms.1 Work with manufacturer and/or wholesaler partners to offer a sampling program of products designed to improve digestive health like fiber or prebiotics and probiotics. With consumer interest in these product types at a high, independent pharmacies are in the perfect position to help shoppers in their quest to enhance their digestive health and wellness.
- Digestive health is a category where private label sells well, often the best-selling or second-best selling products in most subcategories.2 Create a “medicine cabinet” themed endcap with essential OTCs to always have on hand, focusing on your private label products to drive higher profits and value to your customers. Several digestive health items fit well in this theme including acid controllers, antacids, and upset stomach remedies. Reach out to our category managers for ideas and suggestions on our Connect page.
- FMCG Gurus, 2022, Digestive Health in 2022 and Beyond – Global Report
- HRG Proprietary PAC™ data, 12 months ending [04/30/23]