1、Industry in FocusHow to adapt to changing consumer behaviourThe Consumer ReconsideredConsumer Healthcare2How to adapt to changing consumer behaviourIntroductionHow consumers buy over-the-counter(OTC)healthcare products and services is changing,but what influences their buying decisions and where are

2、 the opportunities for brands and retailers?With traditional healthcare services still under pressure from demands caused by the pandemic and an ageing population,individuals are increasingly looking to take greater ownership of their own health.These changes are creating untapped opportunities for

3、brands,retailers and service providers that truly understand how consumer attitudes,behaviours and buying habits are evolving.But its not as straightforward as you might think.Our latest research reveals that buying behaviours for OTC healthcare products differ from other types of shopping.Consumers

4、 often start highly engaged,as you might expect with something as important as health,but can quickly settle into familiar brands and buying routines.While they usually stick to the same product or brand,theyre open to impulsively switching in-store if their preferred choice isnt available.They read

5、 advice online,but often switch channels and buy in-store.They know which products theyll need in advance,but many regular users dont stock up.These findings have important implications for brands,retailers and health providers.We look at the underlying factors that influence buying journeys,from th

6、e importance of trust and distrust,to the steps you can take to win over and retain consumers.3How to adapt to changing consumer behaviourTheres a widely held belief that the way consumers buy OTC healthcare products is predictable and habitual.While this holds true to some extent,there are signific