Pharmacies are the best places to buy OTC drugs and dietary supplements

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Pharmacies are the best places to buy OTC drugs and dietary supplements

  1. 1. FREE ARTICLE www.research-pmr.com According to Poles, pharmacies are the best places to buy OTC drugs and dietary supplements Author: Maciej Kasperczyk May 2012
  2. 2. According to Poles, pharmacies are the best places to buy OTC drugs and dietary supplements Two-thirds of Poles buy OTC medicines and dietary supplements – and they still favour traditional pharmacies as the places for purchasing such products. Most frequently Poles choose analgesics, as well as cold and flu medicines. A survey conducted by PMR Research demonstrated that OTC drugs and dietary supplements are more frequently purchased by women and people from bigger cities as well as those from middle age groups (25-54). The per capita household income does not significantly influence the decisions concerning drug purchase. This may mean that the offer of the pharmaceutical market is increasingly well adjusted to the needs of the Polish customer. It should be noted that in terms of the annual drug consumption per capita Poland is one the European leaders, so the global pharmaceutical companies are immensely interested in the Polish market (PMR Publications, Pharmaceutical and healthcare market in Poland 2011). As many as 67% Poles report that they buy OTC drugs and dietary supplements (data from a survey conducted by PMR Research). Do you sometimes buy OTC drugs or dietary supplements? 33% 67% Yes No Source: PMR Research, 2011 www.research-pmr.com2 www.research-pmr.com
  3. 3. According to Poles, pharmacies are the best places to buy OTC drugs and dietary supplementsDrugs? Only from the pharmacy! Poles are relatively conservative in their consumer behaviour. A vast majority ofmedicines and dietary supplements are still bought in pharmacies, even though their purchasedoes not require a prescription. Only 36% respondents buy them elsewhere. The survey conducted by PMR Research shows that men more frequently than womenbuy OTC drugs in hypermarkets, convenience stores, kiosks, at petrol stations or in the internet.Women definitely prefer pharmacies (72% compared to 55% men) and they only occasionallybuy drugs in shops and drug stores. Younger people more frequently than their seniors buy OTC drugs and dietarysupplements at places other than pharmacies, first of all in hypermarkets, conveniencestores and drug stores. Almost half of the people aged 18-34 buy drugs only in pharmacies,compared to 82% in the age group of 55 and over. Members of households with the highest per capita income (over PLN 1,600) buymedicines in the internet more frequently than people with lower income (11%), while lessfrequently purchasing OTC drugs and dietary supplements in pharmacies (54%). The most popular pharmacies are the traditional ones, with the products handed overby pharmacist standing behind the counter (94%), while one in twenty respondents prefersself-service pharmacies where it is possible to take some of the drugs in the hand and readtheir descriptions.Where, besides pharmacies, do you buy OTC drugs or dietary supplements? I do not buy them outside 64% of pharmacies Hypermarkets 14% Convenience stores 9% Drug stores 7% Internet 6% Petrol stations 5% Kiosks 5% Other 3%Source: PMR Research, 2011 www.research-pmr.comwww.research-pmr.com 3
  4. 4. According to Poles, pharmacies are the best places to buy OTC drugs and dietary supplements ???????????? The best place for buying any medicinal products 13% 82% is a pharmacy As a rule I buy drugs and dietary supplements at a pharmacy, but some 31% 13% 12% 21% 23% types of them, e.g. analgesics, I buy also outside of pharmacies The place of purchase does not matter, the availability and 32% 20% 14% 18% 16% the price are important If I can, I buy drugs and dietary supplements at a pharmacy but sometimes I also buy them in a hypermarket 45% 16% 12% 15% 11% when shopping or at a kiosk in an emergency Does not reflect at all Does not reflect Neither reflects nor does not reflect Reflects Perfectly reflects Source: PMR Research, 2011 www.research-pmr.com What drugs do Poles buy? As demonstrated by the survey conducted by PMR Research, Poles mainly buy analgesics, remedies for cold and energising preparations. They are mainly purchased in pharmacies – analgesics (85%), vitamins (77%), remedies for cold and flu (84%), gastric preparations (32%). Poles also buy these drugs in hyper- and supermarkets as well as at kiosks and petrol stations. Do you buy the following drugs? Analgesics 85% 15% Remedies for flue and cold 84% 16% Vitamins 77% 23% Gastric preparations 32% 68% Yes No Source: PMR Research, 2011 www.research-pmr.com4 www.research-pmr.com
  5. 5. According to Poles, pharmacies are the best places to buy OTC drugs and dietary supplementsAdvantages and disadvantages of the commonavailability of OTC drugs and dietary supplements More than half of Poles (63%) perceive the advantages of being able to buy OTC drugsand dietary supplements outside of pharmacies, as shown by a survey conducted by PMRResearch. 49% respondents believe that OTC drugs and dietary supplements should be soldoutside of pharmacies, but as many as 42% are against it. Only one in ten Poles (9%) thinksthat everything depends on the character of a particular drug. It is also interesting what types of medicines should be sold outside of pharmaciesaccording to Poles. First of all these are analgesics (89%), cold medicines (25%), vitamins(14%) and dietary supplements (8%). They are frequently used, relatively safe, not exposingthe user to unforeseen side effects. The respondents believe that the availability of OTC drugs has a lot of advantages.71% respondents consider the common availability of drugs to be an improvement as thereare more places where they can obtain pharmaceuticals. Moreover, the commercial outletsare open much longer than pharmacies (e.g. round-the-clock petrol stations, shops open onSundays, internet shops etc.). According to 16% of the people interviewed the possibility ofbuying drugs during usual shopping is also a major time-saver.What advantages do you see in the possibility of buying OTC drugsand dietary supplements outside of pharmacies? Better access 71% Time saving 16% Shops are open longer than pharmacies 12% Lower prices 10% Possibility to buy drugs when doing normal shopping 8% Possibility to buy drugs in an emergency 2% Other 3%Source: PMR Research, 2011 www.research-pmr.com When asked about the disadvantages of the broader availability of pharmaceuticals,Poles chiefly point to the lack of control over product quality and of the certainty as to theproduct originality (45%). The pharmacies are seen as guaranteeing not only the quality ofthe product but also its originality (this is not a counterfeit) and its fitness for consumption.A big advantage of the traditional pharmacies is the possibility of consulting a pharmacist,which is not possible in other outlets selling drugs. According to 23% of the respondents theminus of purchasing medicines outside of pharmacies is that they are sold by incompetentpeople without medical education. Feeling unwell, pain, an urgent need (46%), the absence of a pharmacy in the area(36%), lower prices (10%) – these are the most frequent reasons which would cause therespondents to buy an OTC drug or a dietary supplement outside of pharmacies.www.research-pmr.com 5
  6. 6. According to Poles, pharmacies are the best places to buy OTC drugs and dietary supplements Can you see any problems with buying OTC drugs and dietary supplements outside of pharmacies? Uncertainty as to the product originality 45% Drugs are sold by incompetent people without 23% medical education Too easy access may lead to addiction 13% The risk of expired drugs being sold 8% Drugs could be easily available to children 5% Inability to consult a pharmacist 4% Drugs may be kept in wrong conditions 3% A pharmacy guarantees drug quality 2% Other 8% Source: PMR Research, 2011 www.research-pmr.com To sum up: for 82% Poles pharmacies are the best places for buying medicines, regardless of their place of residence, education or the per capita household income. The force of habit and the authority characterising the pharmacy as an institution are at play, as young people noticeably diverge from the trend – the younger the respondent is, the more often he/ she reports buying medicines also outside of pharmacies. As regards OTC drugs, Poles mainly buy analgesics, remedies for cold and health improvement preparations. The Poland-wide consumer survey was conducted by PMR Research on a representative sample of 1,000 adult Poles in October 2011. The estimation error was about 3%.6 www.research-pmr.com
  7. 7. About PMR PMR Research (www.research-pmr.com) is the specialised custom research unit of PMR. It offers a full array of qualitative and quantitative research methodologies, providing services such as customer satisfaction studies, brand awareness and brand image research, distribution and competition studies, segmentation analyses, fieldwork, online surveys and customised analyses of selected branches of the economy. PMR Research’s services are available in over 20 countries of Central and Eastern Europe. PMR Consulting (www.pmrconsulting.com)provides a wide range of services in over 20 countries of Central, Eastern and Southern Europe, including market entry feasibility studies,sourcing, CI (competitive intelligence), strategic advisory, FDI assistance (M&A and greenfield projects), quick consulting as well as any other services and support a company might require to enter a market, find a business partner or gain reliable information. Our services are always tailored to the specific requirements of our clients, many of which are Fortune 500 companies PMR Publications (www.pmrpublications.com)provides reliable market intelligence for business professionals interested in Central and Eastern European countries as well asother emerging markets. Publications by PMR analyse the business climate in the region, in particular in the construction, retail, IT, telecommunications and pharmaceutical sectors. PMR Publications offers both free and paid subscription newsletters, internet news portals and in-depth reports. To find out more about Poland and Central and Eastern European countries please visit www.polishmarket.com and www.ceemarket.com as well as regional and national sector portals dedicated to construction (www.constructionpoland.com, www.constructionrussia.com, www.constructionukraine.com), IT and telecom (www.itandtelecompoland.com, www.ceeitandtelecom.com, www.ictrussia.com), retail (www.retailpoland.com, www.ceeretail.com, www.russiaretail.com) and pharma (www.pharmapoland.com, www.ceepharma.com). Contact PMR PMR Research Marketing tel.: /48/ 12 618 90 80 tel.: /48/ 12 618 90 20 e-mail: info@pmr-r.com, e-mail: marketing@pmrcorporate.com www.research-pmr.com www.pmrcorporate.com

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