How to Leverage Health and Wellness Trends for a Competitive Edge

Wellness is more than a passing trend—it’s a top priority for consumers. This shift toward prioritizing personal health is clear when you walk into any store today, with shelves stocked with everything from sleep aid gummies to organic healthy snacks. 

Pharmacies have evolved beyond a place to fill prescriptions. Now, they serve as a one-stop shop for overall well-being. For independent and small chain pharmacies that tune into these behaviors, there’s a real opportunity to turn casual customer visits into long-term loyalty. 

OTC Purchases Drive Pharmacy Choice—Not Just Prescriptions

While prescriptions may get customers in the door, products available at the storefront often keep them coming back or even drive them to choose one pharmacy over another. According to a study by McKinsey, 48% of consumers purchase over-the-counter products from their preferred pharmacy, and many are also expanding into purchasing food and groceries (36%), beauty products (32%), and household items (30%).¹

This signals a growing consumer expectation: a pharmacy should offer a comprehensive front-of-store selection. The presence of appealing, well-priced OTC products is now a critical factor in pharmacy choice, with 26% of shoppers citing lower prices and 22% citing product variety as reasons for loyalty.¹

For independent and small-chain pharmacies, a well-curated, affordable front-of-store offering can be essential to driving traffic, increasing basket size, and keeping up with competitors. 

Younger Consumers Want Wellness—and They're Often Willing to Pay for It

While independent pharmacies might typically cater to older demographics, there’s an opportunity to focus on younger consumers like Millennials, who spend more on health and wellness products than any other generation.² Furthermore, a recent wellness study of Gen Z and Millennial consumers showed that 58% spend more on wellness now than they did a year ago.² When these survey respondents were asked about the two most important factors when selecting wellness products, the top responses were “effective/works for me” (51%) and “well-priced” (50%).²

The message is clear: younger generations are more willing to invest in wellness, but they’re often looking for convenience, credibility, and overall value as well. This presents a chance for pharmacies to refresh the front-of-store experience with these shoppers in mind. Some retailers already embrace this trend by creating "wellness experiences" at the front of the store that highlight trending products, promote “Wellness Days” with giveaways, or offer product demonstrations.³ Additionally, digital conveniences such as QR codes with educational information or online ordering with curbside pickup options can meet the omnichannel shopping habits of younger consumers.⁴ Pharmacies that find engaging ways to highlight affordable, proven products are more likely to earn business from younger demographics.

“Clinically Proven” Matters More Than “Natural”

Buzzwords like “natural” and “plant-based” have flooded the market, and it might be tempting to assume those labels drive consumer buying choices. However, when asked what factors are most important when selecting OTC products and supplements, 60% of survey respondents said “clinically proven efficacy” mattered most, more than three times the number who said “organic or natural ingredients.”²

That insight is notable for independent pharmacies looking to differentiate themselves through trust and transparency. By stocking and promoting scientifically backed products, pharmacies can position themselves as trusted partners in their customers’ health journeys.

For example, Foster & Thrive products are tested and compliant with industry-leading quality standards for reliable, trusted care at a competitive price. Featuring these products prominently in a front-of-store strategy can reinforce quality and helps build consumer confidence, keeping customers coming back and looking beyond the pharmacy counter. 

Meeting Consumers Where They Are

Health and wellness trends have reshaped how people shop, and independent pharmacies are uniquely positioned to meet evolving customer needs. Think of the front-of-store space as a pharmacy’s secret weapon. Everyday purchases can become meaningful business drivers with the right mix of competitively priced, high-quality private-label OTC products and trending wellness offerings. Aligning inventory with current customer preferences regarding wellness can enhance sales and foster customer loyalty. 

1. McKinsey. Meeting changing consumer needs: The US retail pharmacy of the future.
2. McKinsey. The trends defining the $1.8 trillion global wellness market in 2024.
3. David Orgel. Drug Store News. Shining a Light on Wellness.
4. Mark Hamstra. Drug Store News. Generation next: Capturing millennial, Gen Z shoppers.