Consumer Shopping Habits for Wellness and Environmentally ...

Mainstream Drug Channel
RANGE OF H+W APPEAL
Mainstream drug store appeal is strongly in the Periphery of the H+W world by its very nature; it is a
channel largely dedicated to treating ―problems‖ whether it be pain relievers for headache or
prescription cholesterol-lowering drugs. In some respects, however, the appeal of the drug channel
does extend into the Mid-level. This poses some challenge in orienting the channel for growth in the
Mid-level without pushing too far away from its Periphery-oriented foundation.
Figure 104 – Mainstream Drug Channel Category Mapping
OVERALL STRATEGY
Mainstream drug stores should make noticeable nods to the Mid-level of the H+W world as it remains
an anchor for Periphery H+W categories.
PRIORITY CATEGORIES
Functional beverages
o Since these channels largely lack any appreciable amount of fresh foods, functional
beverages represent a good opportunity to impart some feeling of ―freshness‖ into
the drug channel, in a strong H+W category.
OTC
o Despite being outside the optimal H+W focus area, OTC remains a critical category
for mainstream drug stores and their Periphery and Mid-level Shoppers.
o Efforts should concentrate on offering a wide selection of conventional OTC
products, consistent with the recognized strength in selection that consumers
associate with the channel.
Vitamins and specialty supplements
o These are important gateway categories that consumers often look to this channel
to provide.
o Basic vitamins as commodities may largely take the form of private label products,
however, some recognized ―better‖ brands should be present, as keen Mid-level
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