Healthy Results: Mallgoers and Pharma Brands
Our recent research reveals mall audience behaviour in the Pharmaceuticals sector
As consumer behaviour continues to evolve, shopping centres remain a powerful hub for brand engagement - and the pharmaceutical category is no exception. Our latest research into mallgoers’ attitudes and purchasing habits towards pharmacy products reveals why this audience is not only active but also highly valuable to advertisers in the health and wellness space.
A High-Value Audience
Three in four mallgoers (74%) purchase pharmaceutical or pharmacy-related products for themselves, underscoring the mall as a critical environment for reaching health-conscious consumers. Compared to the national average, these shoppers are notably more frequent buyers of over-the-counter (OTC) brands, with strong demand across key categories such as skin relief (+57%), allergy medication (+50%), and cold and flu treatments (+44%).
Mallgoers also tend to spend more - they are +22% more likely to spend £25+ per month on cold and flu products, +20% more likely to do so on pain relief, and +8% more likely on vitamins and supplements than the national average. This higher spend demonstrates not only their purchasing power but also their willingness to invest in their wellbeing.
Seasonal Sensitivity and Purchase Timing
Pharmaceutical purchasing among mall audiences is year-round, but clear seasonal peaks provide opportunities for tactical campaign planning. 68% of shoppers agree they buy more sun cream during summer, 64% stock up on cold and flu remedies in winter, and 62% turn to allergy relief products during the warmer months.
However, the majority of these purchases are not pre-planned - only one-third (33%) of mallgoers plan what they need in advance. Instead, they are +13% more likely than the average consumer to buy as soon as symptoms appear. This spontaneity highlights how in-mall advertising can directly influence decisions made in the moment of need, when consumers are receptive and ready to act.
Influence, Trust and Decision-Making at Point of Purchase
Mallgoers are also more open to persuasion than the average consumer, making them a highly responsive audience for advertising messaging. They are +24% more likely to purchase based on recommendations from friends and family, +39% more likely to act on advice from OTC professionals, and 56% make their final decision at the point of purchase. Crucially, their influence flows both ways — with 62% saying they influence others’ pharmaceutical choices within their households or social groups, turning each shopper into a potential advocate for the brands they trust.
This openness extends beyond recommendations - 19% of mallgoers are more likely than average to switch from their usual pharmaceutical brands or products. The key drivers of change are child safety (40%), customer recommendations (30%), professional endorsements (14%), and new research (13%).
Brand Reputation, Familiarity and Effectiveness Matter
While mallgoers are receptive and flexible in their purchasing, brand credibility remains essential. 52% value brand reputation (+21% higher than the national average), and 47% prioritise brand familiarity (+20% higher).
Ultimately though, the single greatest driver of purchase remains effectiveness. Three in four shoppers (75%) say the perceived effectiveness of a product is very or extremely important when making their decision.
Want to discuss this further? Please feel free to get in touch if you would like to talk to us about opportunities relating to anything mentioned above or any other queries.