Capturing more than your fair share of chronic care marketshare is not only a key pursuit across the back-bench, but also for purveyors of OTC medicines, noted Nielsen analysts Monday morning during an Insight Session called “Consumer Driven Healthcare at Retail: Three Ways to Answer the Call” at NACDS TSE.
DSN reached out to Instantly, an on-demand consumer insights platform that produces the Instantly Shelf Score, to measure consumer perception of three recent OTC product introductions based on purchase intent, product differentiation, desire and value proposition.
The online channel more and more is becoming a key channel of distribution for vitamin and dietary supplement brands. According to Clavis Insight’s latest category analysis, only 16% of all VMS sales in 2014 were sold online. But considering that 64% of all CPG sales are digitally influenced, it won’t be long before a greater portion of the $25 billion in annual VMS sales is conducted online.