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Nielsen: Consumers with diabetes spend 35% more on OTC products


Consumers with diabetes spend 35% more on OTC products than the average consumer, noted Jeff Gregori, group VP consumer and shopper analytics for Nielsen, during a recent presentation at the National Association of Chain Drug Stores Total Store Expo. “That’s hands down more than any other ailment,” he said, and it’s because they face so many challenges beyond their initial diagnosis.

(To view the full ECRM Report, click here.)

For example, according to the 2015 Nielsen Diabetes Survey, 63% of diabetics who received their diagnosis within the past two years struggle with weight control, and 40% find staying fit or in shape challenging. And that doesn’t get much better after time, Gregori noted, because as many as 60% of diabetics who had been diagnosed more than 5 years ago still struggle with weight control, and 39% with staying fit or in shape.

“There is a real logical connection between that 35% that the overall diabetic spends on OTC,” Gregori said. “The reason for that is they’re struggling. They are struggling in the beginning, and [the OTC spend] is a consequence of that struggle.”

All told, sales of product with a diabetes-specific focus increased 5.1% in 2015, Nielsen reported, reaching $592 million in total sales.

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