Understand your consumer to build trust, find greater value and transform

Consumers are increasingly taking ownership of their own health, creating opportunities for brands, retailers, and health providers to engage in new and different ways. But attracting attention and influencing purchasing decisions requires a deep understanding of evolving attitudes, behaviours, and buying habits.

Lisa Hooker, Leader of Industry for Consumer Markets at PwC UK, joins retail expert Kien Tan and futurist Tamar Kasriel to explore how brands can disrupt the consumer health market, better understand their audience, and use new technologies to influence behaviours.

1. Seizing the opportunity

With growth rates that are outpacing the rest of the retail sector, there are huge opportunities for brands and retailers in the consumer health market. And, while there’s a widely held belief that shoppers are habitual, predictable and difficult to influence when buying healthcare products, the reality is far more nuanced.

“It was very surprising to find out that almost half of people buy products to alleviate their conditions as and when they need it, rather than stocking up in advance. And while it’s true that 19% of people stick unwaveringly to the same product, actually the rest may be open to trying something new. So, there is an opportunity to go and disrupt that shopping journey”, says Tamar Kasriel, Futurist, Futureal.

2. Understanding buying behaviours

How people research, select and buy consumer health products is unique, and understanding these differences is critical to being able to capture the opportunity in this market.

Kien Tan, Senior Retail Advisor, PwC UK, says: “Different consumers have different journeys. Older people tend to be more habitual, but that means you can influence them in the store. Whereas younger consumers are more likely to research online. So, it's about segmenting your base of consumers to understand how you're going to attract, approach and influence different groups at different times.”

To find out how to reach and influence your consumers, explore our personas and their buying journeys.

3. Using data, tech and insights

Consumers are inundated with health-related content and a plethora of different products. But brands can cut through the noise by using data and technology to personalise their engagement strategies and resonate with their target consumer groups.

“Brands must map their consumer journey across online and offline, and new technologies are making it easier and easier. But many organisations need to make that investment in their technology to actually get the depth of data they need to understand buying habits,” says Lisa Hooker, Leader of Industry for Consumer Markets, PwC UK.