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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

7、ant opportunities for brands and retailers to disrupt the industry,and attract,convert and retain new customers.On the surface,consumer healthcare purchases seem difficult to influence.The majority buy the same product most or all the time and many rarely seek advice,which can make it seem challengi

8、ng for brands to influence decision-making.But its not as predictable as you might expect,largely because people are paradoxical:theyre habitual but impulsive.Although many consumers regularly buy the same products,they dont all plan ahead.Nearly half(43%)only buy health products when they need them

9、,rather than stocking up in advance.Even one in three of the most frequent buyers,who purchase products once a month or more,buy when their symptoms arise rather than stocking up in advance.When we asked consumers if they tend to buy the same product,only 19%said they have unwavering loyalty and buy

10、 the same one every time.The vast majority of consumers(81%)are open to trying something else,even though 68%tend to buy the same product most of the time.By understanding how these consumers think as well as their existing routines when it comes to health products its possible to change their behav

11、iour and influence their buying decisions.To understand your consumer better,see our personas and their buying journeys on the PwC UK website.Understand unique buying behavioursThe majority of consumers favour the same product*19%68%13%of consumers only buy health products when they need them43%of c

12、onsumers are open to trying new products81%I buy the same product or products every time*Amongst regular consumer health product buyers(with one of five conditions see methodology).I buy the same product or products most of the timeI change the product or products I buy every time4How to adapt to ch

13、anging consumer behaviourRecognise how consumers shop to grab their attentionBroadly,there are three factors that affect how people buy consumer healthcare products and services:how long theyve suffered from the condition,whether they seek advice,and whether they buy in advance.As online channels ha

14、ve grown more sophisticated,they have transformed traditional buying behaviours,adding new sources of information,tools and layers of complexity.Consider a shopper who has lived with a medical condition for a while.As a result,they are unlikely to look for advice and may have deeply ingrained habits

15、 formed over a number of years of managing their condition.They will largely stick to the same brands most of the time,but may(surprisingly)buy on an as-needs basis rather than stocking up in advance.Here,product availability,in-store promotions and pricing will be influential in any buying decision

16、s,particularly in non-specialist retailers which are often overlooked as channels.Conversely,a younger consumer thats new to their condition may want to delve into advice and information before buying.Theyre more likely to look online,possibly on the NHS website or another trusted source,and less li

17、kely to speak to health professionals in-person.They may buy the products they need online at regular intervals or through a subscription model.Influencing this type of individual will require a brand to be part of the conversation online,providing the trusted,reliable,expert-backed advice they need

18、.Use our interactive diagram to explore consumer buying decisions,and find example personas to bring those journeys to life on the PwC UK website.Less than a yearOnline health specialist1-5 yearsNever6-10 yearsOnline generalistOnly the first timeBuy when symptoms ariseOver 10 yearsIn-store health sp

19、ecialist6 months or less oftenBuy at regular intervalsSince I was a childIn-store generalistAt least every 6 monthsBuy in advance or stock upMany of the discounter clients we work with place a lot of emphasis on consumer healthcare products.Not only because its an important line for them,but its cle

20、ar that consumers also value the availability of these types of products in locations that are convenient for them.”Lisa HookerLeader of Industry for Consumer Markets,PwC UKThe reality of a consumers buying journey*How long theyve had their conditionHow often they seek adviceWhen they buy productsWh

21、ere they buy from*Amongst regular consumer health product buyers(with one of five conditions see methodology).5How to adapt to changing consumer behaviourWith the majority of consumers buying healthcare products only when needed,the right location is critical.For brands,that means being in-store.Com

22、pared to other non-grocery product categories,online penetration for health products and services is unusually low,with 70%of consumers buying in-store.But where consumers shop is more nuanced than you might think.Buyers are no longer just looking at traditional chemists for these products.They use

23、a wide range of retailers and the majority of purchases are made in generalists,rather than health specialists.Supermarkets make up a significant proportion of transactions,but almost one in ten consumers recently bought from a discounter,reflecting the growth of discount supermarkets and general me

24、rchandise stores in the UK.The trend towards generalist retailers also extends online,with nearly one in ten consumers having recently purchased on Amazon.Brands need to develop their relationships with supermarkets,discounters and online retailers to capitalise on potentially as-yet untapped opport

25、unities.The way products are presented and positioned in-store is also critical for brands to get right.Our research reveals that when consumers change the product they buy,around half of these decisions occur spontaneously in-store,rather than being driven by a prior recommendation.This jumps to ne

26、arly two-thirds for the hardest-to-reach consumers who never seek advice before purchasing.These spontaneous decisions are mostly influenced by factors like whats available in-store,pricing or special deals.In-store dominates OTC consumer healthcare purchases*Why consumers change over-the-counter he

27、althcare products*My usual product wasnt available32%It was on special offer22%I saw new product in the store and wanted to try it14%I had wanted to try a different product/brand before I was in the store7%It was cheaper than my usual product30%I was prompted by a recommendation in store from a phar

28、macist16%I bought the first thing I saw8%I was prompted by a recommendation in store from someone other than pharmacist5%I saw a poster or advert in the store and wanted to try it4%AppGeneralists:57%Health Specialists:43%30%2%28%8%2%70%10%1%3%30%9%6%In StoreOnlineConvenienceStoreDiscounterSupermarke

29、tHealth storeChemistAmazonProduct Website0%5%10%15%20%25%30%35%40%45%50%55%60%65%70%75%80%85%90%95%100%Engaging in-store is essential*Reason for buying a different product when the decision was made in store.*Where most recent purchase was made amongst regular consumer health product buyers.6How to

30、adapt to changing consumer behaviourBrands have long understood the importance of gaining and retaining consumer trust,especially when it comes to health.Consumers have more access to health-related data and advice than ever before,and expect transparent,objective and honest information about everyt

31、hing from ingredients and suppliers to company values and ethics.With the proliferation of online channels and social media,the line between objective advice and advertising blurs.As a result,it can be increasingly hard to tell a knowledgeable healthcare expert from an unqualified influencer.Brands

32、rightly focus on trust as critical to creating strong and lasting relationships,with consumers receptive to exploring new services and sources of information.However,we believe its also useful to consider distrust,which is usually left unexplored.To understand where people turn to for advice,we comp

33、ared trust and distrust levels across key channels.Its no surprise to see that the most trusted are also the least distrusted.The NHS website,in particular,emerges as a highly trusted source of information with minimal distrust,suggesting that,when it comes to health,consumers want objective,expert

34、advice based on high-quality research.But there are some interesting findings when you look at the chart in more detail.Be part of the conversationExplore the sometimes fragile relationship between trust and distrust in an interactive version of this chart on the PwC UK website.001010203040506020304

35、05060708090Social media or blog post from a popular account you followSocial media or blog post from someone who has also suffered from this conditionAn alternative health practitionerSocial media or blog post from the government or NHSMy friendsOther health websiteIncreasing trustIncreasing distrus

36、t%respondents who would trust advice%respondents who would not trust adviceMy familyA pharmacistA doctor who specialises in your conditionNHS websiteMy GPSomeone on a TV programme or in a magazine who has also suffered from this conditionTV programmeArticle in health-focused publicationArticle in a

37、mainstream publicationSocial media or blog post from a health brand or productHealth retailer websiteProduct brand website weighted averageSomeone you know who has also suffered from this conditionOfficial brand andretailer websites moretrusted than brand/retailer social media postsTrust and distrus

38、t is increasingly complex when it comes to consumer healthcare 7How to adapt to changing consumer behaviourStrengthening trust through the right channels Whether its from pharmacists,GPs or the NHS website,people of all ages are seeking health advice that is trusted,reliable,and expert-backed.This p

39、resents an opportunity for consumer healthcare brands.Those that can deliver trusted health advice can create strong and lasting relationships with consumers.But when looking to build trust,distrust must also be a critical focus.Broadly speaking,the higher the levels of distrust,the more potentially

40、 damaging that channel might be for your brand reputation.Any channel distrusted by more than 30%is likely to have a damaging impact on your relationship with consumers.Take alternative health practitioners,for example.While 35%might trust their advice or look to them for recommendations,an equally

41、significant 36%are sceptical.This dynamic presents a challenge.Investing in the wrong channel could be brand damaging,and using a channel that is trusted by one group could inadvertently alienate another.The importance of a strong online presence is well acknowledged,but how brands show up online ca

42、n positively influence trust(and distrust)levels.Generally,consumers tell us they are more likely to trust websites over social media or blogs,with 55%actively distrusting advice from accounts they follow,putting brand and retailer websites almost on a par with advice from family.While some brands c

43、ontinue to chase media opportunities they might be doing themselves a disservice.From TV programmes to magazine articles,these findings show mass media is broadly distrusted when it comes to health advice.There are still few alternatives to an accessible,objective and informative web page for those

44、brands looking to build trust and dispel distrust.Successful healthcare brands will need to understand not only what builds consumer trust,but also what damages it.As the cues of authority and trustworthiness evolve,brands should tailor the medium and message to different consumer segments.”Tamar Ka

45、srielFuturist,FuturealConsumers go-to sources of advice NHS professionals predictably command the highest levels of trust,but GPs limited capacity means patients increasingly struggle to get appointments.More than half(52%)told us that they find it difficult to see their GP,with 59%unable to see the

46、ir doctor at a convenient time during working hours.In light of this,pharmacists will take on a larger role as the first port-of-call for health advice.Our research indicates that 42%of adults already turn to pharmacists if they are unwell,surpassing the 30%who consult their GP.But significant gener

47、ational differences exist,with around half of those over 35 seeking advice from pharmacists compared to just a quarter of those under 35.Conversely,younger individuals are more likely to turn to the NHS website(38%)or even their family(32%).This may indicate a growing trend where younger people pref

48、er dealing with professionals online rather than face-to-face.8How to adapt to changing consumer behaviourBe visible and front of mindBrands that are front of mind and available in-store have a strong opportunity to attract consumers.Factors like availability,pricing,special offers and positioning i

49、n-store all influence the final buying decision.Increasingly shoppers,especially those that stock up,are choosing health products in supermarkets,discount stores and other generalists.Making sure that you are in the right locations that your customers and potential customers shop is essential.Capita

50、lise on established trustUnlike other non-discretionary categories,consumers dont always choose the cheapest health products and services.In particular,young people and more recently diagnosed sufferers are more likely to choose well-known brands over generic or own-label products.This inclination m

51、ay reflect a wider willingness amongst Millennials and Gen Z to pay for quicker healthcare access.Consumer healthcare brands should therefore invest in cultivating loyalty and they can do this by harnessing the credibility of trusted sources such as the NHS and other expert clinical sources.Consider

52、 creating content,information or guidance thats up-to-date,balanced,and based on officially published recommendations from professionals or researchers to give your brand more authority and demonstrate expertise.The new consumer is empowered and informed.They only buy the same brand out of habit and

53、 will switch products based on availability,price,and promotion.They seek out expert,objective advice and theyre discerning about the sources of information they trust.With this in mind,what steps can you take to engage and win over customers?Winning over your consumersConsumer healthcare brands hav

54、e a real opportunity to encourage loyalty and switching in a store where most customers still make their purchases.Brands have to stand out from the competition with the right messaging,packaging and merchandising using more creative ways to amplify the brand from exclusive products/bundling to pop-

55、up displays and digital touch points.”Jacqueline WindsorRetail Sector Leader,PwC UKBrands need to mix the right tone of authority with all the tools of persuasion in store,to win savvy and informed customers.”Tamar KasrielFuturist,Futureal9How to adapt to changing consumer behaviourPersonalise exper

56、iencesConsumers are inundated with health-related content and a plethora of alternative products.To cut through the noise and resonate with consumers,you need to use data and insights to personalise messaging,offers,and interactions.Crafting engagement strategies for specific consumer groups require

57、s a targeted approach.Younger consumers are more likely to seek advice before buying,place trust in labels rather than generic brands,and tap into alternative sources of information.Conversely,older customers exhibit more habitual tendencies and are less inclined to seek advice.Deriving the maximum

58、value from the data you collect is a key challenge.One strategy is to employ a single customer view to build trust by offering more customer-centric experiences and services.We know that people want more personalised products,services and experiences across the board,and consumer healthcare is no ex

59、ception.Were working with brands to harness data to understand and anticipate customer needs its about reaching them where they are,speaking to their unique preferences,and delivering value.”Tom AdamsPartner,UK Experience Consulting and Marketing Transformation Leader,PwC UKChoosing the right produc

60、ts to treat a health condition is a highly personal decision,and brands will cultivate trust if they address consumers in a transparent and meaningful way.Using a single customer view isnt just about consolidating data,its about building trust by demonstrating that a persons unique preferences are u

61、nderstood and their needs are anticipated.”Megan HigginsPartner,Customer and Retail Analytics,PwC UKMethodology The Consumer Reconsidered:Consumer Health report is based on a two stage research process consisting of both qualitative and quantitative consumer research.To understand buying journeys fo

62、r consumer health products and sources of information and advice,we conducted four in-depth focus groups of regular consumer health product buyers consisting of:Younger women with dermatological conditions;younger men with allergies;older women with musculoskeletal pain;and older men with musculoske

63、letal pain.The focus groups were held in April 2023.The findings from the focus groups informed the design and questionnaire of an online survey conducted in May 2023.This survey was based on 2,516 responses from a nationally representative sample of adults across England,Scotland,Wales and Northern

64、 Ireland,and covered general attitudes to health,sources of health information,and consumer health product buying preferences.Further questions were then posed to 1,248 of those respondents who regularly purchase products for one of the following conditions:Eczema,psoriasis,or similar dermatological

65、 conditions;acne,or acne-like conditions;hay fever,or other allergic rhinitis(e.g.allergy to pets or dust mites);musculoskeletal pain(e.g.back pain or arthritis);and indigestion,irritable bowel syndrome or other digestive conditions.These covered sources of information and advice and buying journeys

66、 for consumer health products specific to their condition.10How to adapt to changing consumer behaviourWhat are over-the-counter consumer health products?Over-the-counter(OTC)consumer health products are medicines you can buy without a prescription from a healthcare professional.They are typically t

67、aken to treat minor health problems such as pain relief,allergies,and skin conditions.11How to adapt to changing consumer behaviourKey contributorsTamar KasrielManaging Director,FMegan Higgins Partner,Customer and Retail Analytics,PwC UK+44(0)7718 979448Jacqueline WindsorRetail Sector Leader,PwC UK+

68、44(0)7801 074739Julian HuntHealth Services Leader,PwC UK+44(0)7970 664220Lisa HookerLeader of Industry for Consumer Markets,PwC UK+44(0)7802 882562Kien TanDirector,Retail Strategy,PwC UK +44(0)7880 This publication has been prepared for general guidance on matters of interest only,and does not const

69、itute professional advice.You should not act upon the information contained in this publication without obtaining specific professional advice.No representation or warranty(express or implied)is given as to the accuracy or completeness of the information contained in this publication,and,to the exte

70、nt permitted by law,PricewaterhouseCoopers LLP,its members,employees and agents do not accept or assume any liability,responsibility or duty of care for any consequences of you or anyone else acting,or refraining to act,in reliance on the information contained in this publication or for any decision based on it.2023 PricewaterhouseCoopers LLP.All rights reserved.PwC refers to the UK member firm,and may sometimes refer to the PwC network.Each member firm is a separate legal entity.Please see for further details.RITM14438218