The products most recommended by pharmacies

The magazine Markenartikel and Healthcare Marketing report on the new study by Bonsai Health on the popularity of OTC products and categories: 40 percent of pharmacists spontaneously name cold & runny nose as their favorite category. At the same time, out of 16 categories, this is also the one that is of most financial interest to pharmacies. Healthcare Marketing quotes Bettina Mertens-Danowski, Head of Bonsai Health, "This shows a clear correlation between the popularity of the OTC or over-the-counter categories and the margin that can be achieved with them."

According to the branded article, "the innovative strength in the OTC sector is generally considered to be rather moderate across all categories: 'Only a fifth of respondents perceive real innovation here and there. Above all in the areas of smoking cessation (only two percent innovation power), cardiovascular preparations (four percent) and oral and dental preparations (six percent) are perceived as less innovative,'" says Bettina Mertens-Danowski.

There is unanimity among pharmacists when it comes to choosing their favorite recommendation in the various categories: Voltaren as the hero product of topical painkillers receives the largest share of 81 percent. Nicorette is the clear favorite for smoking cessation with 73 percent and Femibion for fertility/pregnancy with 61 percent. In other categories, there are several products that pharmacists are happy to recommend.

Importance of the sleep / stress category is increasing from the pharmacists' perspective

In terms of current and future importance for pharmacies, the category of sleep, stress and nervous restlessness comes out on top. It is number 1 in terms of current relevance (70 percent) and at the same time the category that pharmacists believe will continue to dominate in the future (57 percent). Pharmacists also see this category as the innovation leader (48% of mentions for innovation power).

Dirk Frank, Head of Bonsai Strategy, comments: "The numerous new market entries and line extensions by established players in the recent past have not left pharmacists unimpressed."