by Jenny Kosek
Baby boomer women aged 50+ own more than three fourths of our nation’s financial wealth. These women are the healthiest, wealthiest, and most active generation of women in history. They are an incredibly important market in the HBW/CPG space, contributing to 93% of all OTC sales. And they seem to love independents.
Our own research has shown that boomer women are the largest contingency of independent pharmacy shoppers. Of 477 independent pharmacy shoppers we interviewed, 67 percent were women and 52 percent were aged 51 or over. But just because older women are shopping independents doesn’t mean they have to continue to do so – and that’s where the opportunity lies.