GSK said the research has revealed opportunities to accelerate the growth of the pharmacy-only section of the market through “optimising the back wall”.

Paul Griffith, senior manager, global shopper insights at GSK, said prescriptions are a “driving factor” for shoppers to visit the pharmacy, which highlights a “key opportunity” to secure unplanned purchases.

“We suggest clear signage and in-store communications to encourage shoppers to speak to the pharmacist about their needs,” Mr Griffith said.

He also recommended merchandising the back wall in a way that mirrors the healthcare aisle. "For example, showing clear sub-categories and featuring seasonal products," Mr Griffith added.

The 'back wall project' is part of GSK’s ‘Pharmacy of the Future’ initiative.

For more information, contact your local GSK sales representative.