Influencing OTC purchase decisions

Once you’re able to get that inch on shelf with a new product launch, the next step is moving it off of that shelf and into the consumers’ hands. It’s a complex mix of factors that influence that purchase decision, including everything from brand identity, optimized planogram placement and the kind of new-product packaging that makes everything pop off of the shelf.

 

DSN reached out to Instantly, an on-demand consumer insights platform that produces the Instantly Shelf Score, to measure consumer perception of three recent OTC product introductions based on purchase intent, product differentiation, desire and value proposition. 

 

Judging from the responses, Cosmederm BioScience’s TriCalm really resonated with prospective consumers with 71% intending to purchase a product that 75% said they needed. And the packaging for Hyland’s 4 Kids Bumps and Bruises really sings on the shelf, according to the survey, as 67% of consumers noted that the new kids pain reliever was distinguished from other like products on the market. And Pharmavite’s Nature Made Digestive Probiotics ranked high on value, with 57% of consumers reporting that the price point is a fair match to the product benefits.

 

For charts from this report, click here.