by Tara Kaifesh, category analyst, part of Monthly Retailer Category Tips

There are opportunities in the feminine category if you know where to look for them!

  • In the feminine antifungal subcategory, private label products rank number one and have been growing1, taking market share away from brand items. For shoppers that research online before they buy, make sure you highlight and promote your private label antifungal offerings on your website as well as at shelf. Your customers might not realize there is a private label option, so making them aware can save them money and increase your profits.Group of women
  • Try an online promotion of alternative menstrual protection options carried by your wholesaler — such as menstrual cups, menstrual discs, and period underwear — to see if you attract any new customers. We realize these types of products haven’t made it into many independent pharmacies, so this is a good way to test demand in your area. If you do find interested consumers, find ways to keep them coming back by making room for their preferred products in your in-store assortment to make your store a destination for these innovative products.
  • The feminine personal care subcategory drives the most sales in the category in the independent pharmacy channel.1 To ensure you are maximizing sales in this department, conduct a space to sales analysis to ensure you have the optimal assortment to meet your customers’ needs. If you need assistance, contact us!


  1. HRG’s proprietary PAC data, 52 weeks ending 1/31/2023