With pharmacy sales growing at more than three times the rate of CPG products, and projections indicating continued high growth (6-9%)1for the next several years, it is no surprise that retailers are increasingly investing in marketing and promotional initiatives to capture a greater share of pharmacy traffic and sales.
Drug innovation, an aging population, and new demand resulting from Medicare Part D (which provided prescription insurance access to millions of previously uninsured seniors) have all contributed to sustained strong pharmacy growth rates.
Many retailers have successfully tapped into this trend through pharmacy-based marketing initiatives that have moved the needle on pharmacy share.
Few retailers, however, have extended this success throughout the store by linking the pharmacy with other healthcare and health-oriented food and beverage categories.
This report highlights high-level opportunities to grow brand, category and total store sales through pharmacy-based initiatives.
