May 2015
Nutritional Health
The total market value of the Nutritional Health category is $1,532.7m1. Pharmacy
contributes the majority of this at 80.1% 1. The 12months to 1/3/15 have seen
category growth of 5.9%, driven through pharmacy whose growth was 10.3% for the
same period, whilst grocery saw a decline of 8%1.
NB. Part of this growth is being driven by demand from China. Australian or New
Zealand manufactured vitamins are highly sought after by the Chinese and
individuals are buying product through retail outlets and personally taking them into
China.
Nationally, the top 5 brands are2;
1. Blackmores 16.2%
2. Swisse 13.6%
3. Healthy Care 9.7%
4. Natures Own 5.9%
5. Natures Way 4.1
Nutritional Health can be segmented into the very many vitamin and mineral types.
The below table compares the Top 10 ranked segments by sales for the Total
Market, Pharmacy and Grocery markets.
Segment
Fish Oil
Multi Vitamins
Other Non Herbal
Other Mineral
Vitamin B
Probiotic
Glucosamine
Vitamin D
Superfoods
Pregnancy
Vitamin C
Iron
Calcium+Vit D+Minerals
PharmaSave Pty Ltd
Total
Market
1
2
3
4
5
6
7
8
9
10
11
12
16
Pharmacy
Grocery
1
3
2
4
10
6
8
4
11
8
13
9
16
1
2
9
5
3
10
6
8
4
14
7
16
10
$,000
Value
245,426
144,902
125,275
101,695
85,116
80,301
79,105
61,758
55,803
46,776
45,264
41,460
21,202
Source: Aztec Scan Data May 01/03/15
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Top 5 Segment Trends
1. Fish Oil
This segment has declined in the 12months to 1/3/15 by 11.9%1. Pharmacy’s share
of this segment is 75.3%1.
The top 5 selling SKUs are1:
1. Blackmores Fish Oil O/L 100mg 500
2. Blackmores Omega Triple Amber Pk 150
3. Healthy care Wild Krill Oil 100mg 60
4. Swisse U/B Wild Fish O/L 1000mg 400
5. Blackmores Fish Oil O/L Amber Pk 1000mg 400
2. Multi Vitamins
This segment has declined by 6.7% in the 12months to 22/2/153. The decline has
been greater in grocery than pharmacy and is largely been driven by discounting and
a move to larger pack sizes.
The top 5 selling brands are3:
1. Swisse
2. Centrum
3. Cenovis
4. Blackmores
5. Natures Way
3. Non Herbal
This segment has grown by 24% in the 12months to 1/3/151. All this growth has been
generated through pharmacy, mainly driven by Chemist Warehouse. Their own
brand, Healthy Care has the top 4 selling SKUs with Propoli, Co Q10 and royal jelly.
Pharmacy dominates this segment with 93.8% share1.
The top 5 selling SKUs (excl. Healthy Care) are1:
1. Blackmores Co Q10 150 mg 125
2. Swisse U/B High Strength Propolis 2000mg 210
3. Natures Own Cold Sore Relief 1000mg 50
4. Natures Naturals Propolis 1000mg 365
5. Blackmores Co Q10 150mg 30
4. Other Mineral
This segment is in growth across all channels, achieving a 21% increase in the
12months to 1/3/151. Pharmacy holds 85% share1.
The top 5 selling SKUs are all Swisse1:
1. Swisse U/B Hair/Skin/Nail 180
2. Swisse U/B Hair/Skin/Nail 500ml x2
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3. Swisse U/B Hair/Skin/Nail 500ml
4. Swisse U/B Hair/Skin/Nail 100
5. Swisse U/B Hair/Skin Nail 1L
5. Vitamin B
This segment is relatively flat with slight growth of 0.3% for the 12months to
1/3/151. This is one of the few segments that grocery have greater share than
pharmacy in (50.6%1), although only slightly.
The top 5 selling SKUs are1:
1. Berocca Performance Eff Orange 45
2. Berocca Performance Eff Orig 45
3. Berocca Performance Eff Boost 20
4. Blackmores Exec B 250
5. Berocca Performance Eff Boost 10
Children’s Supplements
The children’s market is worth $67.239m3. It has grown strongly over the past 3
years, achieving an increase of 22.2% for the 12months to 22/2/15 all of which is
being driven through pharmacy3. Growth in units is greater at 27.9%3.
The top brands for children’s are3:
1. Natures Way
2. Pentavite
3. Inner Health
4. Herron
5. Cenovis
1
Aztec Scan Data MAT to 01/03/15
Aztec Scan Data MAT to 08/03/15
3 Aztec Scan Data MAT to 22/2/15
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Tips to Maximise Sales
1. The Nutritional Health category should be located along the side wall and
facing gondolas. Hero brands should be located on the wall and other brands
and products on the facing gondolas. The side of the store will depend on
your dispensary location. With the many cross sell opportunities the
category offers, pharmacists and dispensary staff should have ready access to
these products.
2. Aside from pharmacists, ideally there should be at least one other team
member with nutritional health training. There is a plethora of products with
very different purposes and a sound understanding of the purpose and
benefits of these is necessary to optimise the selling opportunities. All major
suppliers provide training
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3. Cross sell opportunities are numerous. There is potentially a nutritional
supplement that may assist for many, many of the other pharmacy sales.
Cold & Flu, Sinus & Hay Fever, Digestive Health, Wound Care, Foot Care,
Weight Management, Sports Medicine & Arthritis, Therapeutic Skin & Hair,
Skin Care, Hair Care, Mother & Baby, Oral Care, Feminine Hygiene and Family
Planning as starters. There are also numerous instances where a supplement
may be beneficial in conjunction with certain prescription drugs.
4. Plenty of companion sales opportunities are available depending on the
products and supplement need.
5. Most products are available in larger pack sizes for convenient upselling,
Many common everyday supplements also come in bulk packs
6. Nutritional supplements are a significant part of the PharmaSave promotional
program. Be sure to support these with clear ticketing and off location
displays to maximise these opportunities, generate awareness for your
Nutritional Health category and price competitiveness.
Planogram Notes
1. The provided planogram is your layout for all core ranged products where
dedicated wall space is not expected to be provided.
2. The Swisse, Caruso’s and Martin & Pleasant ranges have been incorporated
into the provided planogram. However if you choose to carry a more
extensive range of these brands and wish to provide them with wall space,
there is no need to include them as indicated in the planogram.
3. A layout indicating the preferred brand layout for vitamin walls is provided
4. Planograms for Blackmores, Natures Own, Bio Organics, Cenovis, Bioglan and
Natures Way are available on the members area of the PharmaSave website
5. Elevit Breast Feeding capsules are included in the A&B planogram as a
placeholder. This will be available in September this year.
6. Pharmacist Formula will be discontinuing much of the current range. The
products included in the planogram represent the revised core ranging as a
result of this. Most stores will have stock of the broader range and are
encouraged to continue selling these lines whilst stock is available. There will
be great pricing available on discontinued lines from 1st June. Further
information regarding this will be provided soon.
7. The following Swisse products are available as a 2 for 1 twin pack. These
lines are intended to be sold as individual items under the single barcode and
the single barcode is the one included in the planogram documentation.
However, please note that to order the twin pack and get the cost benefit
there are different codes. Please read the Swisse document included in the
category release email for full details.
PharmaSave Pty Ltd
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Twin Pk Barcode
CHS
Sigma
9311770590709
304380
66142
9311770596978
359920
185595
9311770590716
304375
66183
9311770596961
TBA
185603
9311770592109
305515
920637
9311770597951
359905
185587
9311770597890
9311770597906
359910
359915
185363
185439
9311770597944
359900
185579
359895
185470
9311770597975
PharmaSave Pty Ltd
Product Description
SWISSE WOMEN’S ULTIVITE F1 60 TABS
TWIN PACK
SWISSE WOMEN’S ULTIVITE F1 120 TABS
TWIN PACK
SWISSE MEN'S ULTIVITE 60 TABS TWIN
PACK
SWISSE MEN’S ULTIVITE F1 120 TABS
TWIN PACK
SW U/B DEEP KRILL 1000MG 30 CAP TWIN
SWISSE ULTIBOOST O/LESS HI-STRENGTH
WILD FISH OIL 1500MG 200 CAPS
SWISSE PROPOLIS 210S TWIN PACK
SWISSE GRAPESEED 180S TWIN PACK
SWISSE GLUCOSAMINE SULFATE 1500MG
180 TWIN PACK
SWISSE COQ10 150mg 50CAPS TWIN PACK
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