Different consumers’ profiles might have different needs and priorities regarding their OTC purchases. Based on social class, aspiration to maintain health and willingness to spend are seen among upper-class consumers with more spending allocation towards vitamins, suggesting a good opportunity for brands in the categories in pushing the spending towards this cohort. Meanwhile, the curative segment such as cold & flu and pain killers become more popular among middle-low class consumers. The cohort might have more limited access to healthcare facilities hence they prefer to do self-care and take OTC as a curative solution. This can be an opportunity for brands and manufacturers to focus more on the cohort and optimize shopper recruitment.
In addition, consumers in urban areas have more allocation to preventive segments such as vitamins and supplements, suggesting their awareness of healthy supplements might be higher compared to shoppers in rural areas. As a result, brands can focus more on key cities in urban areas to optimize shoppers‘ recruitment and drive the relevancy of maintaining health.
Value %
On top of social class and living area, consumers with kids (up to 10yo) and teenagers become the cohort with a bigger allocation for the curative segment compared to the other cohorts. This can be influenced by the presence of the kids at home who need extra care hence family health is the top priority. The parents may need a quick fix for the kids to lessen the symptoms such as fever, cough & flu. Besides, vitamins are also prominent within families with older members (adult households) implying the needs might be prolonged. Therefore, important for brands and manufacturers to focus on their core buyers and create different strategies to reach different family life stages.
Spend %
