shopper barometer: top trends in healthcare

TheShopperBarometer

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Whilst our main study highlighted many areas where shoppers are deploying money saving tactics to help spread their spend, we see that in Healthcare it is deemed acceptable to save money on healthcare basics but when it comes to treating specific symptoms and maintaining wellness, we will pay a premium.

FOCUS ONHEALTHCARE

There are clear differences between categories in terms of acceptable levels of trade down, so where are we really willing to compromise?

One in three consumers would not consider

trying to save money on healthcare products

Pain relief Cough/cold

Areas most likely to see consumers trading down now and in the future are

Vitamins

Money saving techniques

5TOP

TRENDS

Selective money saving tactics and trading down

Focus on ‘staying well’ and supplementing

Specific symptom relief a driver of increased spend

A considered shopping list - value for me

Increased channel consideration for individual items

Would consider making cuts in all areas if they had to

45%

What can’t we live without in our essential medical kit?

The majority of healthcare purchases are intentional rather than spontaneous but how do our ‘main missions’ vary across categories?

A wide and varied range is key to shopper choice in Healthcare, but what other factors come into play when we are deciding exactly where to spend our Healthcare pennies?

Supermarkets are easy to use and out perform the rest on

price, but lack much sought after advice options

Boots, Superdrug & high street chemists lead the way with expert advice, but are viewed as more expensive

Online retailers fare well with product choice and range of

brands but could do better with advice and trust

Herbal stores are seen as pricey and hard to shop in

As you might expect, pound shops are viewed as offering limited range and advice but with low prices they are a

regular on most high streets

Trust, advice, value and simplicity are all influencers on our choice of destination.

Cough/cold

Indigestion

Children’s medicine

Pain relief

Vitamins

Plasters

Allergy relief 76%

66%

70%

48%

61%

42%

64%

15%

6%

8%

36%

20%

40%

20%

EmergencyPurchase

Planned Re-stock

91%

Purchase healthcare in store as part of their main shop

Pain relief

90%

Plasters

75%

Kid’s medicine

58%

Cough/cold

46%

47%42%

31% 31% 30%

30%26% 23%

21% 21%

Own brand

Use coupons

Vary location for deals

Switch brand

for deals

Switch brand

Use pound store

Use discount

store

Buy larger packs

Only buy

offers

Only buy essentials

56% would head to Boots/Superdrug for products they can trust

Trust

48% would head to local chemists for good advice

Advice

63% would head to supermarkets for an

easy place to shop

Easy to Shop

55% would head to supermarkets for value

for money

Value forMoney

The shopper barometer study was conducted in December 2012 with 1,000 primary household shoppers.

Data courtesy of SPA Future Thinking

www.spafuturethinking.comTheShopperBarometer