Page 65 - RetailWorld-May2021-Tobacco-Updated

THE NEW NORMAL IN THE medicine aisle There’s no doubt that the Covid-19 pandemic has impacted the medicinals category in grocery and retail. With the 2021 cold and flu season almost upon us, Retail World takes a look at the trends shaping the category and what the ‘new normal’ may hold. BWy Margaret Mielczarek. ith consumers becoming increasingly concerned about their health over the Covid-dominated past year, one of the most visited categories within grocery and retail has been medicinals. Certainly at my local supermarket, along with the toilet paper aisle, the medicinal shelves were emptied when the pandemic first hit in 2020. “Unsurprisingly, Covid-19 has led to rising interest in immunity protection, and consumers are proactively seeking ways to protect and strengthen their immunity and overall wellbeing through sustainable healthcare practices,” Bayer Consumer Health ANZ Head of Nutritionals and Digestive Health Nicky Dolman said. “Consumers are seeking preventative solutions that can easily fit into their daily lives.” She says this is happening now more than ever, increasing the opportunities within the industry to meet this need. “Opportunities lie in our industry and partners unplugging those opportunities to make everyday healthcare products as accessible and convenient for consumers as possible,” she said, “whether that be in-store or online.” “Consumers are seeking preventative solutions that can easily fit into their daily lives.” Expanding on how the pandemic has impacted the category, Ms Dolman says that while the main driver of the spike in sales across March-April 2020 was panic buying, “Covid-19 has amplified consumers’ prioritisation of everyday healthcare solutions, which we predict will have a long-term positive impact on the industry overall,” she said. “We’ve seen good, continued growth across our domestic retail range since \\\\\\\[the beginning of the pandemic in Australia\\\\\\\].” At Bayer, like many companies, ensuring a digital presence has been another necessary shift during the Covid era. “The digital presence and accessibility of our range is a key area of focus and one that we’ve advanced considerably over the past 12 months,” Ms Dolman said. “Ensuring great visibility in-store and online is what will ultimately support retailers to reap the benefits of highly sought-after medicinal products,” she said when asked about how retailers can ensure their products are seen by consumers. “In-store visibility requires a great spot on the shelf, while best-practice digital marketing will ensure the products reach a rapidly growing pool of digital consumers,” she added. So, where to for the medicinals category from Bayer’s perspective? Ms Dolman says consumers’ focus on health and wellness, and proactivity with their health, will continue over the next 12 months, adding that there will likely be an “ongoing emphasis on enhancing immunity and \\\\\\\[the need for\\\\\\\] habitual, everyday products for wellbeing”. MEDICINALS MAY, 2021 RETAIL WORLD G