Convenience outlets are increasingly coming to the aid of people battling with seasonal ailments – helping to plug the gap as NHS resources are stretched to the limit during the winter months.
The growing challenge of booking an appointment to see a GP when illness strikes means more people are having to self-medicate by resorting to over-the-counter (OTC) products that do not need a prescription. They often head to their nearest local store when they are starting to feel ill – and this demand is growing.
The NHS and companies supplying OTC brands are stressing that convenience outlets have a bigger role to play in helping people deal with self-treatable ailments such as colds and flu. This message was underlined last month (August) when the National Institute for Health and Care Excellence – the drugs watchdog – emphasised that patients should be told to practice “self-care” if they have a cough caused by a cold, flu virus or bronchitis. The advice aimed to reduce the overuse of antibiotics but was also designed to reduce pressure on GPs, particularly during seasonal periods of sickness.
Primary needs
Jo Cooper, sales director for grocery and convenience at manufacturer GSK, says: “Last year, 32% of people checked in to see their GP for self-treatable ailments. There are an estimated 57 million GP consultations and 3.7 million visits to accident and emergency departments every year for self-treatable conditions, costing the NHS an estimated £2.3bn. This shows the importance of encouraging the population to self-treat minor conditions through their local convenience stores. Colds and flu and minor pain are some of the most easily treated symptoms through self-medication – so offering solutions for these ailments is increasingly important. Offering a full portfolio of products to cover these primary needs, as well as dedicated space to this sector, will ensure retailers make the most of this category.
Planned purchase
“Coughs and colds are among the most frequently suffered ailments and are also the most treatable through self-medication. This opens up a huge opportunity for retailers. OTC medicines are most often a planned purchase, with shoppers looking for quick and convenient symptom relief from well-known brands they trust. A fixture that is easily navigated, well signposted and easily accessible will stand retailers in good stead. GSK brands such as Panadol and Beechams are available over the counter and offer the option for consumers to self-treat conveniently and further help to ease the burden on the NHS.” GSK is supporting the convenience sector with a van sales drive to 5,000 independents in October.
Trusted brands
Dan Newell, confections marketing manager at Mars Wrigley Confectionery, says: “OTC medicine is increasingly important for retailers to stock during the colder months as consumers become more reliant on stores that can cater to all their top-up-shop needs. With most adults experiencing between two and four colds a year, stocking winter remedies during the cold season offers retailers a huge opportunity as category sales increase. As a familiar and trusted brand, Lockets has helped to keep Brits going through the winter months for many years. Lockets contains a soothing liquid centre and clearing menthol, while its double-action formula is one that can be relied upon to calm stubborn coughs and colds and ease discomfort.”
As with most categories, display is an important element of success and the company has a range of point-of-sale to help retailers make the most of OTC brands and encourage customers to buy on impulse. “Having a fully stocked display will help maximise profit potential and guarantee repeat visits,” Newell says.
Effective solutions
“Medicated confectionery is widely recognised as a distress purchase and, as such, offers a huge opportunity for retailers to capitalise on impulse sales during the winter cough and cold season,” says Martin Stimson, area business manager for Fisherman’s Friend. In the first three months of 2018, during a severe bout of sickness across the nation, sales of Fisherman’s Friend were a record 33% higher than average for the period. “With shoppers inclined to stock up for the colder months, particularly during high incidence of illness – and often ditching higher-value items in favour of more cost-effective remedies – lozenges provide an effective solution.
“This also helps maximise opportunities among shoppers looking for quick relief from minor ailments, especially if well-known and trusted brands are positioned near the till-point. Indeed, to capture those all-important impulse purchases, the key is to stock brands that are recognised and trusted.”
Awareness of Fisherman’s Friend will be reinforced during the winter with a major marketing campaign, including a £1m TV advertising campaign running throughout January that will once again feature singer Alfie Boe.
Busy lifestyles
Samantha George, Olbas brand manager, says: “The NHS recommends that winter ailments – such as the common cold – can often be treated without seeing a GP. This offers retailers an opportunity to stock a core range of trusted remedies that are suitable for the whole family.
“Olbas is recognised as the nation’s favourite decongestant oil and, as a well-known trusted brand for families, it offers a soothing way to relieve symptoms with its range of products. A prominent and easy-to-find display dedicated to winter remedies will help consumers select their preferred decongestant. Busy lifestyles and growing demand for pocket-sized options have created a new trend and Olbas Nasal Spray meets this demand. It is an easy, portable option that relieves nasal passages in just two minutes with clinically proven results.”
