Pharmacies stand to benefit from driving customers’ awareness of their P medicine lines, new research suggests.

GSK Consumer Healthcare found that while OTC medicine sales as a whole are growing at 4.1 per cent, the P-line is only growing at 1.5 per cent, and that customers’ preference for shopping from the healthcare aisle rather than over the counter could be a barrier to sales.

Ways to engage customers with the back wall offering include signage and approaching them in the healthcare aisle, GSK suggests.

Paul Griffith, senior manager, global shopper insights at GSK, said: “Merchandising the back wall in a way that mirrors the healthcare aisle, for example showing clear sub-categories and featuring seasonal products, makes the area more relevant to shoppers; it becomes an extension of the healthcare section.”

GSK: 0800 783 8881

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