Pharmacies have increasingly moved in on the FMCG
ground traditionally held by some smaller grocery stores.
One of the reasons that pharmacies are growing is that they offer a wide range of products at
reasonable prices, as well as often providing greater convenience than supermarkets by
generally being closer to where customers live.
Pharmacists also provide consumers with some health and purchase guidance, and so are
seen as a trusted source of advice. This trust can also be transferred to brands which are
stocked or promoted within pharmacies.
Category Banners are a successful means of raising in-store
brand awareness. They tie in all marketing activities at the shelf,
helping locate your product and creating the impression that
your brand is the “Category Captain”. From a merchandising
perspective they also help you protect your shelf space and fight
competitor shelf erosion.