Why Pharmacies Are a Powerful Channel for FMCG
Pharmacies might not be the first place you think of when launching an FMCG product—but they should be. For brands in the health, wellness, or better-for-you space, pharmacies offer a trusted, high-traffic environment where consumers are actively looking for solutions. And that’s exactly where your product can shine.
Unlike supermarkets, where shoppers often browse or impulse-buy, pharmacy customers are intentional. They’re there for a reason – whether it’s to fill a script, get advice, or pick up something to support their health. That makes pharmacies a powerful channel for brands that offer real benefits, strong claims, or trusted certifications.
Source: The Pharmacy Guild of Australia ‘The Workforce Capability Project’ – Pharmacy Profile
Not All Pharmacies Are the Same
One of the most important things to understand is that pharmacy groups operate differently. Priceline, Chemist Warehouse, TerryWhite Chemmart, and independents all have their own strategies, target demographics, and expectations. What works for one may not work for another.
To succeed, your product needs to be flexible. That might mean offering different pack sizes, price points, or even claims to suit each group. You may need to incorporate several strategies to fit across multiple banners. It’s not about changing your product entirely – it’s about being nimble and prepared to meet different needs.
Pharmacies Want to Work With You
Here’s the part many brands overlook: pharmacies are often more open to collaboration than other retail channels. If they see that you’re willing to adapt and that your product fits their strategy, they’ll work with you to find the right solution.
As Consult Group’s Kevan Handelaar puts it:
“As a brand you need to work with the buyer to put forward a brand solution. Prepare early and ask the buyer questions. Get their buy-in and give them what they want.”
Pharmacy buyers are looking for partners, not just suppliers. If you’re open to feedback and show that you’re serious about aligning with their goals, they’ll often help you shape the offer. It becomes a shared goal: getting your product into more hands.
Timing Is Everything
Pharmacy buyers typically work on seasonal buying cycles. If you’re aiming for a Winter wellness launch, for example, you need to be pitching months in advance. Miss that window, and you could be waiting another six months for the next opportunity.
Health campaigns like “cold and flu season,” “back to school,” or “Summer skin care” drive many of their ranging decisions. Aligning your product with these campaigns gives you a better shot at getting shelf space quickly. But timing is key – many decisions are made well before the official review period begins.
That said, pharmacies are also pragmatic. If you have a product that fits their strategy, they see value and you’re willing to collaborate, they’ll work with you to find the right fit. Flexibility and relevance go a long way.
Be Ready to Flex
Pharmacy shelves are tight, and their supply chains are built for smaller, more frequent orders. That means your product needs to be ready to work in that environment.
Can you offer a smaller pack size? A trial format? A premium version for one group and a value version for another? These aren’t just nice-to-haves, they’re often the difference between getting ranged and getting passed over.
Being able to flex your offer shows buyers that you understand their world. It also gives you more chances to succeed across different banners.
TGA Approval: A Major Advantage
If your product has TGA (Therapeutic Goods Administration) approval, you’re already ahead of the game. In Australia, TGA certification is a mark of trust and credibility. It tells buyers – and consumers – that your product meets strict standards and delivers on its claims.
Kevan explains:
“TGA certification is viewed as a major positive. It gives your product trust and credibility. Do your research – why are shoppers going to buy? Understand your customer. The shopper demographics are different for each banner. Propose a marketing program that will drive shoppers into store.”
TGA approval doesn’t just help in Australia – it’s also highly regarded in international markets. If you’re thinking about export, it’s a valuable asset.
What Buyers Want to See
Pharmacy buyers are looking for more than just a great product. They want confidence. That means:
- Your plans for the next 12/24 months
- TGA approved, this adds extreme value to your product and position
- Strong health claims backed by credible data
- Packaging that meets pharmacy regulations
- A supply chain that can handle smaller, more frequent orders
- Evidence of consumer demand – especially in wellness categories
- A marketing plan that supports their in-store campaigns
Buyers also want to see that you’re prepared to support their marketing. Are you willing to run campaigns that drive foot traffic? Can you align with their seasonal promotions? Showing that you’re ready to work with them – not just sell to them – goes a long way.
Build Your Strategy with the Right Partner
At Consult Group, we help brands navigate the pharmacy channel with confidence. We know the cycles, the buyers, and the strategies that work. More importantly, we help you build a long-term growth plan – not just a one-off launch.
We look at consumption habits, how they’re changing, and what that means for your product. We help you position your brand to meet both consumer needs and retailer expectations. And we make sure you’re ready – compliant, credible, and compelling.
We’ll help you:
- Navigate seasonal buying cycles and align your pitch with health campaigns
- Refine your packaging and claims to meet pharmacy standards
- Build compelling evidence of consumer demand
- Connect with pharmacy buyers who are ready to listen
- Develop a growth strategy that supports long-term consumption habits
- Incorporate pharmacy group marketing strategies into your plan
Pharmacies aren’t just another retail channel. They’re a trusted space where health decisions are made. If your product delivers real benefits and you’re willing to collaborate, pharmacies can be a powerful launchpad for growth.
But you need to be prepared. Understand the different strategies, build flexibility into your offer, and show buyers that you’re ready to support their goals. If you do that, you’ll find pharmacy buyers are some of the most engaged and supportive partners you’ll work with.
And if you’re not sure where to start – talk to us. At Consult Group, we’ll help you get pharmacy-ready and build a strategy that lasts.
