1. Fewer pharmacies means more opportunities
2. Taking care of yourself
3. Proactive approach to health
4. Consumers go with brands they trust
5. Remedies for all year round
1. Fewer pharmacies means more opportunities
The number of pharmacies in the UK are dropping. Whether it’s down to rising costs of staff or running the business, Christie & Co research found that for the year ending 31 March 2025, data drawn from the General Pharmaceutical Council (GPhC) for England, Scotland and Wales, and NHSI for Northern Ireland demonstrated a 0.6% decrease in the number of trading pharmacies, with 90 having been removed from the registers. All four country regions saw a decline in numbers, ranging from -0.3% in Wales and Scotland to -0.7% in England.
While a reduction in the number of sites offering pharmacy services isn’t welcome news, there is an opportunity for convenience stores to benefit when it comes to over-the-counter medicines.
2. Taking care of yourself
With fewer pharmacies available, it may be up to people to look after themselves a bit more.
According to research carried out by Olbas, 18–28-year-olds are leading the way in redefining what self-care means, with over half (55%) feeling comfortable taking time off work to rest and recover. By contrast, only 30% of Baby Boomers (61–79) say the same, as many still follow the ‘keep calm and carry on’ mindset – pushing through illness, rather than pausing to heal.
However, 34% of respondents predict that there will be a shift in attitude towards illness, with more emphasis on ensuring that self-care is prioritised. Meanwhile, 40% also believe that workplaces will adapt further to include more remote working and flexible hours to accommodate employees when they’re feeling unwell.
Olbas brand manager, Rachel Ramsden, said: “Self-care was perhaps once thought of as indulgent, but it’s now a necessity for many people. Being comfortable to rest and recover, embracing your personal ritual for periods of illness and having a support system in place that allows this is essential.
“A lot has happened in recent years, which has impacted how we care for ourselves and general attitudes towards cold and flu recovery. With winter approaching, it’s important that people recognise the signs of illness and know how they can help themselves recover as quickly as possible – whether that is through self-care, natural medication or visiting their local pharmacy for more advice.”
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3. Proactive approach to health
Not content with taking care of themselves when poorly, more people are taking a proactive approach to their health which includes more supplements in their basket.
Love Mushrooms Director of Health & Beauty Rachael Hall highlights the changing behaviour among shoppers. “Since the pandemic, we’ve noticed people taking a much more proactive approach to their health. Instead of waiting until they feel unwell, they’re choosing supplements that help them stay well all year-round. Immunity is still a priority, but focus, energy, sleep, and stress management are just as important. Functional mushrooms are a perfect fit with Lion’s Mane, in particular, which has become a favourite for supporting mental clarity, memory, and cognitive performance during the busy winter months. Paired with Ashwagandha, an adaptogenic herb that may help the body manage stress and maintain balance, these blends work together to help our customers feel grounded and resilient, no matter how hectic the season feels.
”Over the winter months, we usually see sales rise by around 20–25%, with the biggest uplift across our immunity and wellness lines. Year-on-year, the functional mushroom category continues to grow strongly at Love Mushrooms, particularly during the colder months, as shoppers incorporate mushroom supplements into their everyday routine. The products with the most seasonal appeal include Reishi for immunity, Cordyceps for energy, and Lion’s Mane for focus - often combined with Ashwagandha for an extra layer of support - alongside blends designed to help with sleep and stress resilience.”
4. Consumers go with brands they trust
In these cash and time-poor days, consumers who are feeling under the weather don’t want to take any chances and will return to brands they know and trust.
Trade communications manager at Mondelēz International, Susan Nash, explains how this benefits independent retailers. ”Relief candy sales peak in winter with the annual arrival of the traditional cough and cold season. However, in recent years the category has continued to justify and expand its place on store shelves all year round.
“Whether it be for menthol clearing or gentle soothing, shoppers look for brands they know and trust in-store. Singles are the most important format across the category as shoppers look for a readily available and tasty relief brand to help continue with their day and embrace the moments that matter.
“The Halls brand offers the Halls Mentholyptus range, which includes the most popular variant, Extra Strong, alongside sugar-free options in Original, Cherry and Citrus that provide menthol clearing. Halls also offers Soothers, which include the best-selling Blackcurrant flavour, as well as Cherry, Strawberry, Peach and Raspberry, and Honey and Lemon variants to help provide gentle soothing. Whatever prompts shoppers to choose to buy into the category, they have their clear favourites.”
Regional business manager at Fisherman’s Friend Jon R. White agrees with this sentiment. “You might reasonably expect OTC & Winter Remedies sales to correlate with cold and flu cases, which were down during last season. But, sales of Throat Sweets have exceeded those expectations over the last year as consumers turned to their favourite brands for comfort during the winter months, and then increasingly used them for relief from symptoms during the annual hay fever season.”
5. Remedies for all year round
While the focus right now is on getting through winter with as much help as possible, brands are looking to the other seasons to increase shopper loyalty and basket spend for retailers.
Fisherman’s Friend’s Jon R. White explains how the business’ attitude has changed when it comes to its offering. “For Fisherman’s Friend, innovation isn’t just about launching new flavours for the sake of it – it’s about reinforcing our core proposition. Our focus remains on format innovation and ensuring our packs meet shoppers’ needs across all channels. Whether it’s the convenience of a single 25g pack, the value of a multipack, or a bulk buy online, we’re optimising our offering without diluting what the brand stands for.
“Additionally, we’re evolving how we engage consumers. Our latest PR and influencer campaigns are reshaping perceptions of Fisherman’s Friend as not just a winter cold and flu essential, but a year-round go-to, especially with hay fever seasons getting longer and more severe. Ultimately, our commitment is clear: a high-menthol, great value, trusted product that delivers all year round.”
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