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Shopper Medical Solutions

Track how people shop for health products – no guesswork, just data rooted in real consumer behavior. YouGov Shopper Medical Solutions blends over-the-counter (OTC) and prescription expertise with verified shopper panel insights. Get a healthy dose of understanding about what drives health purchases, market shifts, and the shopper journey.

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From symptom to shopping cart

Go straight to the heart of what motivates OTC purchases – whether shoppers are browsing shelves, buying online, or consulting their pharmacist. With over 30 years of development in Germany and an active panel now available in Switzerland, YouGov’s research approach delivers real-world context, not just data points. You’ll benefit from:​

  • Dedicated OTC shopper panel: track behavior across pharmacies, e-pharmacies, and mass-market outlets
  • KPIs that really matter: go beyond sales volume with metrics like brand penetration, price sensitivity, buyer loyalty, and basket mix
  • Flexible research options: choose from Quick Shot (QS) survey studies or ongoing panel subscriptions
  • Clear marketing links: connect actual purchases to the campaigns and promotions that influenced them.

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From drugstore to data

In Germany and Switzerland, YouGov runs the most comprehensive OTC studies in the market, with over 20,000 ongoing participants in Germany and 10,000 in Switzerland, all aged 20+ and reporting monthly on their health-related purchases.​

​In other markets, custom QS surveys run through YouGov’s shopper panel enable brands to track product-specific behavior using closed-question surveys scaled to defined target audiences.​

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The reality of OTC sales

Through Medic*scope OTC panel and Medic*scope QS surveys, YouGov Shopper Medical Solutions helps you understand:

  • Purchase motivations: whether based on a self-diagnosed complaint or a doctor’s recommendation
  • Brand and category performance: measure results by health need, category, and brand level
  • Competitive shifts: see where you’re gaining or losing shoppers and track competitor movements
  • Marketing effectiveness: understand what resonates from your campaigns and which touchpoints are really driving purchase decisions
  • How to customize your approach: by pharmacy channel, demographics, and market specifics – for a tailored strategy that fits your needs
  • Demographic breakdowns: rich segmentation by age, gender, income, life stage, and brand loyalty

Why YouGov?

Trusted

Trusted by 90% of the top 30 pharmaceutical manufacturers in Germany.

30,000+ panel members

20,000+ panel members in Germany and 10,000 in Switzerland; with up to eight markets per QS wave.

10+ ailments

Complaint profiling across 10+ ailments.

YouGov Shopper Medical Solutions case studies

Explore how leading brands have used YouGov Shopper Medical Solutions to gain insights into shopper behavior and purchases of OTC products.

Unilever

"Working with YouGov feels like a genuine partnership. Our YouGov team takes ownership in the success of our product launches, sharing excitement when they see our new products go live. They go above and beyond by providing valuable customer insights that help us optimize our product launches."

Willeke Brokking, CMI Lead Home Care, Unilever

View case study

Whatever your research needs, YouGov can help.

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