On game day, Brazilian prevents up to go to the Pharmacy

During the Fifa World Cup, Brazilian consumers are more concerned with appearance than with health. Sales of medicines for chronic diseases such as hypertension and diabetes, and drugs sold without prescription, such as painkillers, are smaller than the checked in may, according to industry companies. The search for personal hygiene and beauty items, in turn, is higher, but not enough to compensate for the loss of revenue of pharmacies.
On the network pay less, third largest retail group country pharmacist, sales in June were falling between 5% and 6% in stores, said Francisco Subramanian de Queirós, President of Payless. According to the Executive, in the days when a capital hosts a game from Brazil, and be it enacted, holiday sales in stores of the City arrive to fall 50%. "On game day the Brazil all for. Even in other cities where there is no motion holiday falls, "he said.
QADRI pondered that the fall of the movement during the World Cup was already planned and that the network projected a larger reduction in sales, of the order of 10%. "It's bad, but not as bad as expected," he added. The pay less accomplished specific campaigns related to the World Cup and didn't get to do promotions to stimulate sales of products.
The Executive said that hygiene and personal care items, such as sunscreens and deodorants presented one-digit growth in June compared to may and over the same month of last year. He considered, however, that this product segment accounts for 30% of the revenue of pharmacies and, therefore, the increase didn't pay off the fall of sales in the area of drugs.
In Rio Grande do Sul network Panvel, with more than 300 stores in the South, sales grew 7% compared to June of 2013, when the company was anticipation of zero growth, said Vice President Júlio Mottin Grandson. "That wasn't so bad," he says. Still, the expansion in the month corresponded to the half of the 14% accumulated from January to may, also in relation to identical range of 2013.
The Panvel accounts for 65% of Group turnover, which in Dimed first quarter of the year had consolidated net revenues of R $ 443,2 million, with a high of 11.4% compared to the same range of 2013. As Mottin, the biggest impact was felt Cup in Porto Alegre and Curitiba, which hosted games of the competition. In these cities, which are little more than 120 stores, sales dropped to half the normal for the time of year. "What we sell corresponds to the equivalent of one Valentine's day, which is our third best year date," he says.
Despite the slowdown in demand, the Panvel not resorted to settlements to entice consumers and trust recovery in the second half to meet the goal to grow 16% YTD. Second Grandson Mottin, the reason is optimism that most holidays between now and December will fall on weekends. "The timetable is very favorable for retailers during this period", he comments.
In Farmadelivery, that sells products over the internet, the excessive number of holidays has not affected sales, which remained in line with expectations, according to José Luiz de Oliveira Neto, chief marketing officer of the company. Online sales in June totaled r $ 6.9 million, against r $ 4 million in the same month of 2013, a high of 47%. Because I don't have physical stores, the movement was within expectations, said Oliveira.
The result was also favored by promotional campaigns before the Cup to stimulate sales. "Half of our customers shop repeatedly. It was important to suggest that audiences anticipate purchases of items they purchase of frequent form before the World Cup, "he said. Oliveira also stated that there was an increase in sales of items such as instruments for measuring the pressure (sphygmomanometer), inhalers and humidifiers, which have higher added value.
The demand for personal care products favored pharmacies and cosmetics networks. The Mahogany raised sales by 9 percent in June versus the same month in 2013. The network did promotions and launched products for tourists, according to Brian Drummond, marketing manager of the laboratory Sklean, company owner of Mahogany brand. Even with growth, the performance was below the designed for the company in the year, of 10%.