The vital role of the VMS category in immune support this winter

As we head towards cold & flu season, people's attention will once again turn towards how they can best support their immune systems. This has become even more evident since the arrival of coronavirus.

So, how can pharmacies ensure their VMS category is meeting the immunity needs of their customers throughout the winter months?

STOCK THE RIGHT RANGE

Start by ensuring you stock the right range of immunity focused products. The key nutrients to look out for include vitamin C, vitamin D and zinc.

VITAMIN C

Helps to protect cells and keep them healthy, maintaining healthy skin, blood vessels, bones and cartilage and helping with wound healing. Vitamin C cannot be stored by the body so is needed in the diet every day.

VITAMIN D

Benefits are numerous but particularly regarding immune and bone health. The body creates vitamin D from direct sunlight on the skin, however we do not make enough all year round. Whilst it is found in a small number of foods, a good quality supplement (particularly between October and March when sunlight is limited) is often recommended to ensure requirements are met.

ZINC

An essential trace mineral vital for many functions in the body including the normal development and function of immune cells and supporting the skin barrier, which protects against foreign invaders entering the body.

Whilst diet and lifestyle should always be the first choice to obtain nutrients in today’s world this is not always easy to achieve and supplements can bridge the gap to optimal nutrition.

USE EMPLOYEE EXPERTISE

Data shows many people enter the VMS category buying vitamin C and vitamin D products before expanding their repertoire. The willingness of VMS consumers to engage with new products offers an excellent opportunity for pharmacies to provide education and support. Having staff trained on specific products can increase their sales by up to 26% 1 and will help consumers find the right product for their needs and in turn drive customer satisfaction and repeat purchase.

What’s more, 58% of VMS buyers prioritise quality 2 . Pharmacies should therefore offer a range of more premium quality products, thus providing the opportunity for shoppers to trade up.

CREATE EFFECTIVE DISPLAYS

Clear category merchandising, signposting and point-of-sale materials will ensure customers can find the products they want. Making the fixture easy to navigate is a fundamental way to safeguard against missed sales. Group similar products together and double-face key sellers to help them to standout on-shelf. An excellent way to capture attention and encourage engagement is to create theatre with a secondary display.