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