Homeopathic medicines in natural products supermarkets are a $40 million category and have experienced double-digit sales growth in the past year. Surging sales are a strong indicator of the growing popularity of these medicines among consumers. While successful retailers note and respond to such consumer demand, these unique medicines offer many other benefits to consumers and retailers alike.
As more Americans are discovering homeopathy, savvy retailers are taking the time to guide and inform consumers. In turn, retailers gain several advantages. Below are a few key features that set homeopathic medicines apart for consumers and how retailers can use this information.
Reliable
The most influential factor in purchasing medicine is effectiveness. In a market of newly-launched health products, homeopathic medicines can boast of being used successfully for more than 200 years for acute and chronic therapy.
Additionally, more research centers are conducting high quality studies of homeopathic medicines. A growing number of these studies are being published in peer-reviewed and medical journals worldwide. Research in homeopathy is being conducted on two levels: clinical research to provide evidence of homeopathic medicines’ efficacy, and basic research to confirm the biological activity of highly diluted substances and help the scientific community better understand their mechanism of action.
Because there have been many publications on the efficacy of homeopathic treatments, it has been possible to conduct synthetic studies, or meta-analyses, of these different trials. Three completed meta-analyses have shown the efficacy of homeopathic medicines over placebos. The most recent study, based on 196 clinical trials, concluded, “The findings of our metaanalysis are not compatible with the hypothesis that the clinical effects of homeopathy are completely due to placebo.”
Natural Appeal with Drug Regulations
Homeopathic medicines are micro doses of natural substances from botanical, biological and mineral origins. Often mistaken for herbals or dietary supplements, homeopathic medicines are regulated as drugs (not dietary supplements) by the Food and Drug Administration (FDA). Thus, just like conventional over-the-counter (OTC) drugs, homeopathic medicines are clearly labeled clearly for specific indications, making choices easier for consumers and guidance easier for retailers. Additionally, most U.S. manufacturers of homeopathic medicines belong to the American Association of Homeopathic Pharmacists, an association that promotes adhering to the specifications of the Homeopathic Pharmacopoeia of the United States (HPUS). Retailers and consumers should look for the acronym “HPUS” after all active ingredients to assure that products have been manufactured according to recognized standards.
Safe
Homeopathic medicines are one of the safest choices for self-treatment. These medicines are theorized to act as positive reinforcement to the body, stimulating its own natural resources to do the work it knows best. They are non-toxic, do not produce side effects and do not interact with other drugs. Parents value their low dosing and natural sources. Busy consumers value not losing personal or professional productivity to drowsiness.
Athletes and fitness buffs value the ability to avoid substances that could hinder their performance. Seniors, who make up the largest demographic of pill-poppers, value the convenience of homeopathic medicines that are not contraindicated for high-risk patients with serious health conditions. Even for those with heart disease and liver problems, these medicines can be safely taken in conjunction with other medicines and are sometimes recommended to complement other treatments.
No Symptom Masking
Because they seem to act by stimulating the body to react to an illness instead of directly suppressing symptoms, homeopathic medicines do not “mask” problems. By not masking symptoms, patients, parents and physicians are able to detect right away a more serious condition if it would arise and can respond faster.
Companion Purchase Opportunities
This safety profile makes homeopathic medicines a great first choice for self-treatment —and a great complementary purchase to vitamins and herbs. Sharp retailers will also use inquiries as an introduction to homeopathic medicines and vice versa. For example, customers asking for travel items may be interested in learning about homeopathic medicines for jet lag or motion sickness. Similarly, consumers looking to purchase echinacea to boost their immune system during the cough, cold and flu season may want to have a box of homeopathic flu medicine Oscillococcinum ready to take at the first sign of influenza.
Expand Category Sales
By featuring a “blockbuster” product such as one of the many brands of arnica (a top selling homeopathic product to relieve muscle aches and stiffness due to minor injuries, overexertion, falls, etc.), retailers can expand sales of the whole category. For example, Boiron has focused its support on the flu medicine Oscillococcinum, which has become a gateway to other homeopathy sales. Theirry Boiron, president of Boiron, said, “Just as consumers return to learn more about homeopathic medicines after successfully trying Oscillo, customers will return to a particular store that they find to be a reliable resource.”
Something for Everyone
The scope of use for homeopathic medicines is very similar to other OTC medications. They can be effective in treating many acute and chronic health conditions such as allergies, coughs, colds, flu, stress, arthritis, trauma, teething pain, eye irritations, skin irritations, digestive and women’s issues. Additionally, homeopathic medicines, like other drugs, are presented several ways. They are packaged as single medicines (one active ingredient) or as combination medicines (multiple active ingredients). Combination medicines are a great introduction to homeopathy. These types of medicines offer an easier solution for people who are unfamiliar with homeopathy. Gradually, consumers may wish to customize their treatment even more by selecting single medicines.
Engage Consumers
Homeopathy can be a therapy that offers a catered solution to consumers’ individual symptoms. Single medicines allow consumers to pick and chose the most appropriate medicine(s) for a condition and are favored by those who are familiar with homeopathy. The personalization of this therapy can appeal to Americans’ sense of self-help and engage consumers in treating selfdiagnosable conditions. For example, consumers may choose a combination medicine, such as Sedalia, which combats a wide variety of symptoms produced by stress by combining six single medicines. However, individuals more familiar with homeopathic medicines may choose a single medicine such as Argentum nitricum (Silver nitrate) for hurriedness or Gelsemium sempervirens (Yellow jasmine) for immobility in the face of stress for their particular symptom.
Kid-Friendly
Beyond safety reasons, parents will find that most homeopathic medicines are extremely easy to dispense. Most do not require children to chew or swallow pills. Most do not require measuring liquid which may be spilled while persuading a child to take the medication, leaving parents to wonder if they should dispense more or risk an overdose. Most homeopathic medicines are in a base of pellets made of small amounts of lactose and sucrose. Parents can easily tell if they have dispensed the right amount of pellets and, best of all, children love the sweet taste as the pellets dissolve under their tongue.
Economical
Consumers will find homeopathic medicines reasonably priced. According to AC Nielsen ScanTrack, the average retail price of all brands of homeopathic products sold within natural product supermarkets was $8.78 for a combination medicine and $5.91 for a single medicine in 2003. Also consumers will not be burdened with additional drugs to combat side effects. Last, in early 2003, regulation changes allowed for medical flexible spending plans to reimburse for homeopathic medicines since they are regulated as drugs by FDA. More flex plans are incorporating this option and— although still a small percent—a growing number of health insurance plans are also starting to cover homeopathic medicines.
This article was provided courtesy of Boiron, a $360 million public company with 2,600 employees in more than 60 countries. It produces over 1,500 homeopathic medicines. For more than 70 years, Boiron has been committed to funding scientific research and educating the public and healthcare professionals on homeopathic medicines. For more information on homeopathy or Boiron, visit www.boiron.com, e-mail info@boiron.com or call (610) 325-7664.
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