Pricewatch: 3 May, 2019 – Medicated confectionery
Find out how your store compares on the pricing of medicated confectionery
Medicated confectionery tends to be bought on impulse, so high availability is vital.
The retailers in villages or rural areas featured in the price checker table price these lines lower than the Booker RRP. With these retailers less likely to have competition, they have a key opportunity to increase their prices. It seems retailers are potentially making less profit than they could on these products.
Retailers can drive sales by placing these lines in prime spaces to catch the customer’s attention for impulse purchases. Supermarkets aren’t stocking many cough sweets in single packets, so independent retailers should offer these formats to remain competitive.
Although rural shops tend to stock cough sweets lower than the RRP, data shows 17.5% are selling Honey & Lemon Lockets at 75p, an increase of 17p. Retailers should stock a wide range of cough sweets and in a visible location to increase spend.
|DESCRIPTION||Average retail price||Booker RRP||NEWSAGENT AND CONFECTIONER IN LINCOLNSHIRE TOWN||VILLAGE POST OFFICE AND SHOP in CORNwall||TOWN CENTRE NEWSAGENT IN HAMPSHIRE||EAST ANGLIAN RAILWAY STATION NEWSAGENT AND SHOP||HIGH STREET C-STORE IN south WALES TOWN||HIGH STREET NEWSAGENT IN SOUTH LONDON SUBURB||SAINSBURY’S||TESCO||ASDA|
|HALLS SOOTHERS BLACKCURRANT 45G||£0.85||£0.82||£0.85||–||–||–||£0.50||£0.60||£0.60||£0.50||£0.50|
|MARS LOCKETS HONEY & LEMON 41G||£0.75||£0.58||£0.75||–||£0.65||–||£0.50||£0.60||£0.60||–||£0.56|
|HALLS MENTHOLYPTUS EXTRA STRONG MENTHOL 33.5G||£0.84||£0.79||£0.84||£0.60||£0.65||£0.90||–||–||£0.60||£0.50||£0.50|
|JAKEMANS THROAT & CHEST RELIEF MENTHOL BAG 100G||£1.02||£0.99||£1.02||£0.60||£0.75||£0.90||–||–||£0.65||£0.60||£0.60|
|HALLS SOOTHERS STRAWBERRY 45G||£0.85||£0.82||£0.85||£0.67||£0.75||£0.90||£0.65||–||–||–||–|
|HALLS SOOTHERS CHERRY 45G||£0.84||£0.82||£0.84||–||£0.65||£0.90||£0.65||£0.60||£0.60||£0.50||£0.50|
|STREPSILS HONEY & LEMON LOZENGES 16S||£3.21||£2.99||£3.21||£3.49||£3.49||£3.49||£2.99||£2.99||£5.00||£3.00||£4.50|
|FISHERMANS FRIEND ORIGINAL 25G||£0.82||£0.81||£0.82||£0.60||£0.70||£0.95||–||£0.60||–||–||–|
|MARS LOCKETS EXTRA STRONG MENTHOL EUCALYPTOS 41G||£0.76||£0.58||£0.76||–||–||–||–||–||–||–||–|
|JAKEMANS THROAT AND CHEST SWEETS 41G||£0.75||£0.69||£0.75||£0.60||£0.65||£0.90||£0.50||–||£0.70||–||–|
|MARS TUNES CHERRY FLIP TOP SUGAR FREE 37G||£0.69||£0.56||£0.69||–||£0.75||–||£0.65||£0.60||–||–||–|
|TREBOR VICTORY V LOZENGES STICK PACK 36G||£0.82||£0.79||£0.82||–||–||–||£1.30||£1.20||–||–||–|
EDFM is a specialist in helping leading suppliers to the UK’s independent convenience channel get value, insights and business benefits from EPoS data. To find out how they could help you call 07976 295094
Location: Hackenthorpe, Sheffield
Size: 2,995sq ft
Stock a variety of products and a range of flavours near the till
We sell slightly above RRP because this is a popular category among customers. I wouldn’t class them as an impulse buy because if someone is unwell, they will buy the medication they need to help them through the day. I keep a wide range of these products to treat most things, like colds and coughs. Herbal tablets are a favourite in my store and I keep products customers will recognise, such as Soothers and Lockets. Keeping a variety of products in a range of flavours has offered a really good profit margin.
Location: Rhyl, Denbighshire
Size: 1,000sq ft
Give customers a choice by having a good range
We price our cough sweets above RRP as we find customers don’t question the prices on smaller items like this category. These products are typically impulse buys, but we have customers who enjoy them as sweets, so we sell a significant amount throughout the week. Tunes are popular because of their pocket-sized packets, which make them easy to carry around. We also stock Jakemans in larger packets, which have sold well. Retailers should stock medicated confectionery in a wide range of sizes and flavours to increase sales.
Premier Linktown Local
Size: 1,000sq ft
Place your range in a prominent position, especially in winter
We base our medicated confectionery on RRP, as our sales decline in summer, but they still offer great margins throughout the year. Purchases are planned more in the winter, whereas in summer they are frequently last-minute decisions. I place my medicated confectionery, such as Soothers and Lockets, next to the sweets so it is easy to see when customers come in to the store. I also find that with smaller products, like cough sweets, customers tend to not to question the price as they need the product.
Location: Prestonpans, East Lothian
Size: 1,800sq ft
Stick to the RRP and place them near or in the confectionery aisle
Medicated confectionery is not a huge category in my store, so we always sell them at RRP, as we wouldn’t sell any if we increased the price. I stock a standard range in this category and they are always located next to the confectionery, which is opposite our counter and near the tills. If customers pick these products up, it is often a last-minute purchase, so having them in the confectionery fixture is quick and easy for my customers. When I do sell products in this category, it tends to be Lockets or Soothers.
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