General Trade (GT) comes as the most penetrated channel for consumer health products. It has been the go-to channel across consumers group, with more than 25% of households only buying at General Trade when they look for self-care fixes at home. This number is significantly high compared to other channels. From this channel, brands and manufacturers can leverage high frequency 8-9 times in six months on average, hence important to ensure strong availability for key SKUs.
The other essential channel for the consumer’s health sector is Drug Specialty Store and Pharmacy.
Despite the lower frequency compared to GT, Drug Specialty Store and Pharmacy can be leveraged for higher spending, indicating the importance to provide a full range of portfolios, and winning higher spending per trip.
TRADITIONAL TRADE
Go-to remedies seeker
Spend per Trip
Rp8,900
SES (Spend%)
Middle SES 39% | Lower SES 33%
Categories (Spend%)
Common Cold (38%) | Painkiller (25%)
SPECIALTY STORE
Advance remedies seeker
Spend per trip
Rp24,100
Upper SES (43%)
Vitamin (36%) | Cough & Flu (32%)
MINIMARKET
Daily supplement top-up
Rp19,200
Upper SES (53%)
Vitamin (44%)
General Trade: go-to remedies seeker
As the most penetrated channel, GT is dominated by mid-lower-class consumers with a smaller budget to spend. Typically, shoppers look for daily remedies like Common Cold remedies and Painkillers.
Specialty Store: advanced remedy seeker
The Pharmacy offers more varieties of products including more advanced cures to consumers’ needs such as Cough & Flu and Vitamins. Upper-class consumers are dominating this channel as they have more cash outlay to buy more advanced options.
Minimarket: daily supplement top-up
Minimarket is placed between the two above-mentioned channels in terms of spend per trip. The most bought category in this channel is Vitamin; most of the buyers in this channel come from upper-class groups.
