How to adapt to changing consumer behaviour

Understand buying behaviours

Reach consumers at the moments that matter

On the surface, consumer healthcare purchases seem difficult to influence. The majority buy the same product most or all the time and many rarely seek advice, which can make it seem challenging for brands to influence decision-making. But it’s not as predictable as you might expect.

When we asked consumers if they tend to buy the same product, only 19% say they have unwavering loyalty and buy the same one every time. The vast majority of consumers (81%) are open to trying something else, even though 68% tend to buy the same product most of the time. 

Interestingly, despite making repeat purchases, consumers don’t tend to plan ahead. Nearly half (43%) only buy healthcare products when they need them, rather than stocking up in advance. Even one in three of the most frequent buyers, who purchase products once a month or more, buy when their symptoms arise rather than stocking up in advance. 

The frequency of consumers’ purchases combined with their willingness to change products suggests there are ample opportunities for brands and retailers to influence the buying journey. The key is being in the right location at the right time.  

Use our interactive diagram to see how you can reach and influence consumers 

Source: PwC The Consumer Reconsidered Research 2023

Be part of the conversation

Communicate through the channels consumers trust

Brands have long understood the importance of gaining and retaining consumer trust, especially when it comes to health. Consumers have more access to health-related data and advice than ever before, and expect transparent, objective and honest information about everything from ingredients and suppliers to company values and ethics. 

With a proliferation of online channels and social media, the line between objective advice and advertising blurs. As a result, it can be increasingly hard to tell a knowledgeable healthcare expert from an unqualified influencer. 

Brands rightly focus on trust as critical to creating strong and lasting relationships, with consumers receptive to exploring new services and sources of information. However, we believe it is also useful to consider distrust.

Use our interactive diagram to see where consumers’ turn for trusted advice 

Source: PwC The Consumer Reconsidered Research 2023

Win over your consumers

What steps can you take to engage and convert consumers?

Be visible and front of mind

Brands that are front of mind - and available in-store - have a unique opportunity to attract consumers. Factors like availability, pricing, special offers and positioning in-store all influence the final buying decision.

Increasingly shoppers, especially those that stock up, are buying healthcare products in supermarkets, discount stores and other generalists. Making sure that you are in the right locations that your customers - and potential customers - shop is essential.

Capitalise on established trust

Consumer health brands should invest in cultivating loyalty and they can do this by harnessing the credibility of trusted sources. Consider creating content, information or guidance that’s up-to-date, balanced, and based on officially published recommendations from professionals or researchers to give your brand more authority and demonstrate expertise.

Personalise experiences

Consumers are inundated with health-related content and a plethora of alternative products. To cut through the noise and resonate, you need to use data and insights to personalise messaging, offers, and interactions.