Amazon-Exclusive And Hybrid Selling Strategies Deliver Success For German Wellness Brands
Amazon is becoming an increasingly important retail channel for the German wellness market. An analysis of best-selling categories, Omega 3, vitamin B and probiotic supplements, by Sempora Consulting suggests a mixture of exclusive and hybrid selling strategies can deliver results.
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As Germany remains in lockdown, sales in its OTC market struggle to return to pre-pandemic levels, according to new data from Sempora Consulting. Meanwhile, COVID-related trends for wellness and online shopping endure, indicating some strategic priorities for OTC firms operating in the country.
In Germany, the coronavirus accelerated the shift towards online pharmacy and has strengthened certain OTC categories in 2020. Sales of hand sanitizers and vitamin and mineral supplements jumped while cough, cold and flu purchases weakened. Exploring the 2020 data, Sempora Consulting offers its advice for companies looking to adapt their strategies to the new reality.