Summer can be considered a season of contrasts. Many consumers will let their hair down over the festive season, enjoying the abundance of food and drink this period offers. In contrast, we often hear of new year’s resolutions regarding diets and healthier lifestyles as 1 January comes around (whether we actually stick to these intentions is another story).
Whatever the case, though, a supermarket’s medicinals category has the potential to ‘cure’ cases of overindulgence and support a healthier way of life.
Talking to Retail World, Reckitt Health ANZ Regional Director David Rankine says his company sees “steady growth” across its consumer healthcare brands Nurofen, Strepsils/Strepfen and Gaviscon during summer. This is the case, he says, as consumers lean more heavily into enjoying the outdoors and the celebration that comes with the summer season and the lead-up to it (Melbourne Cup, Christmas parties, New Year’s Eve, etc).
“These are all occasions that can cause body and headache pain, or over-indulgence,” says Mr Rankine, pointing to the respective temporary relief medications of Nurofen and Gaviscon.
On the other hand, PharmaCare witnesses an “uptick” in people investing in their health and wellbeing as the warmer months approach, says CEO Glenn Cochran, “whether that’s triggered by the compounding stress of a busy year, having to reacquaint ourselves with fewer layers, or perhaps a new year pact”.
“However, the global pandemic has amplified this trend to a more consistent state of mind as customers have become increasingly invested in their health and wellbeing,” he tells Retail World. “We expect to see sustained category growth in the supplement market, rather than season to season, as people revaluate and reprioritise feeling strong and well in mind and body.”
Mr Rankine adds that as the country works together on the containment of virus transmission, health and wellbeing have become the number one priority for Australians and their families.
“We hope to continue building on the positive momentum with our retail partnerships to more closely integrate our brands with supermarket selections and be at the forefront of helping protect communities and keep families healthy,” he says.
For more on the medicinals category, check out the latest issue of Retail World.