Page 23 - P4403.14-V114_Numark Wholesale Magazine - March 2026

COUGH AND COLD 23

Pharmacy customers shop allergy by symptom
first, not brand or price. They arrive time-pressed,
looking for fast, relevant relief.

Purchase drivers:

• Symptom fit & perceived effectiveness • Price & value

• Non-drowsy reassurance • Ingredient

• Format (tablet, spray, drops) • Brand

Shoppers notice first: symptoms, non-drowsy, format,
once-daily, everything else comes later.

Buyer priorities:

• Range by symptom and • Ensure a balanced mix of
format, not brand blocks formats, not just tablets

• Avoid duplicating the same • Use clear good-better-best
ingredients pricing and strong own label

• Lead with non-drowsy for • Build escalation paths
self-selection when first-line fails

Bottom line: A simpler shelf helps shoppers decide faster,

boosting conversion and basket value in peak season.

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