Advertorial
IS YOUR PHARMACY READY TO WIN IN OTC?
The UK Over-the-Counter (OTC) pharmacy market was valued at approximately £2.5 billion in 2024. That’s a significant opportunity - but how much of it is your pharmacy capturing?
W
ith around 12,000 community pharmacies across the UK, an equal share of the market would equate to
£200,000 in annual OTC sales per pharmacy. So, ask yourself: Are you achieving that? If not, it’s time to take a strategic look at how your pharmacy approaches OTC - from space planning to pricing strategy.
Start with Space Planning Effective OTC performance begins with strategic space planning. Your shelving and display areas should reflect the importance of key product categories such as Pain Relief and Digestive Health, which consistently drive both sales and margin.
Use market share data to guide your space decisions. Prioritise high-performing categories and adjust space dynamically throughout the year to reflect seasonal demand.
Practical Tips: • Prioritise space based on product category performance - from highest to lowest.
• Limited space? Combine lower-share categories and stock only top-performing products.
• Abundant space? Consider removing islands and adding an extra consultation room, waiting chairs or more space for your customers to move. More stock doesn’t equate to more sales.
• Local relevance matters - allocate space for local promotions or complementary products that resonate with your community. Always check the relevance of these products and ensure that you aren’t working very hard for no return.
Temporary off-fixture Free Standing Display Units (FSDUs) can be powerful tools to boost visibility and capacity for high-turnover products. Just ensure they’re updated or removed as seasons change.
Optimise Your Range Your OTC range should be strategic and current. Stocking the right products is essential - not just for sales, but for patient satisfaction and margin growth.
What to Stock: • Brand leaders that customers know and trust. • A credible Own Brand alternative - not just cheaper, but offering real value. These should be cheaper, not cheap.
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