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Winsight Grocery Business: Channel-crossing can be brow-raising in food, drug and mass retail

Channel cross-shopping is alive and well.

New research reveals that drug stores aren’t consumers’ go-to destination for over-the-counter medicines and health and beauty care (HBC), and shoppers head to drug stores for groceries and other items about as much as for prescription drugs.

Of 1,102 U.S. drug store shoppers polled by CPG/retail sales and marketing firm Advantage Solutions, 58% cited mass merchants as the venue where they typically buy OTC medications and health products, compared with 49% for drug stores, 24% for supermarkets and 15% apiece for warehouse clubs and dollar stores.

The drug retail channel, though, holds a commanding edge for prescriptions, with 64% of those consumers naming drug stores as their top destination for prescribed medications versus 32% for mass merchants, 17% for supermarkets, 11% for club stores and 8% for online pharmacy providers.


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