Page 22 - P4403.14-V114_Numark Wholesale Magazine - March 2026

22 ALLER G Y
22 COUGH AND COLD

ALLERGY IN

PHARMACY

How UK pharmacy customers really shop

the allergy category and what Pharmacy
buyers should prioritise to maximise

conversion and value this season.

Each allergy season brings familiar
pressures for pharmacy buyers:
rising demand, shopper confusion,
shelf congestion and the challenge
of ranging effectively without
duplication.

While the category can look complex,
customer behaviour is actually highly consistent

- and understanding it can materially improve
sell-through. From a wholesaler perspective, one
insight stands out above all others: UK pharmacy
shoppers do not shop the allergy category by
brand or price first. They shop by symptoms.

Pharmacies who align ranges around this reality
see stronger conversion, better basket build and

fewer “walk-away” moments at shelf.

05/02/2026 14:36:12
P4403.14-V114_Numark Wholesale Magazine - March 2026.indd 22
P4403.14-V114_Numark Wholesale Magazine - March 2026.indd 22 05/02/2026 14:36:12