As consumers increasingly demand self-medication for a range of minor ailments such as headaches, cold and flu, upset stomachs and pain relief, the 11 key categories that make up the healthcare sector within ICC now deliver sales in excess of £113m annually.
Leading healthcare supplier Reckitt Benckiser has developed market leading brands such as Nurofen, Lemsip and Gaviscon in six key healthcare sectors such as analgesics, cold and flu remedies, indigestion relief and family planning. SHS Sales and Marketing have supported Reckitt Benckiser’s strategic sales and distribution priorities within the ICC across Great Britain and Northern Ireland since 2010 and have helped to drive sales growth across the category.
With recognised, national brands including Nurofen, Gaviscon, Durex and Strepsils forming their portfolio Reckitt Benckiser attract almost 25% of all sales within the key healthcare sectors demonstrating solid consumer awareness and shopper demand. Reckitt Benckiser have secured their position in the nation’s medical cabinets through innovative product development and a rapid response to fluctuating consumer need.
SHS Sales and Marketing have delivered consistently strong commercial results on behalf of Reckitt Benckiser which have included increasing sales by over 35% as a result of bringing healthcare products from behind the counter onto the shop-floor and extending the distribution and transitioning to larger pack sizes on the Durex brand to generate sales growth of 65%. Similarly through developing an insight led approach SHS Sales and Marketing have secured category partnerships within leading sectors such as forecourts which has contributed to the recognition of Reckitt Benckiser as category leaders and enabled the development of a number of range and merchandising initiatives.