- The analysis looked at both financial performance and patient sentiment.
- As part of the results, it was obtained that three groups of chains concentrate the majority of drug sales in Mexico.
- It is the first time that the Preference Index of Pharmacy Retailers in Mexico has been published.
In order to know the favorite pharmacies of mexicans currently the data analysis company dunnhumby conducted a study. To date, there is a wide range and although most offer the same products and services, it does not mean that they are the same. In the same way, some have been more successful in positioning themselves in the taste of the population than others.
In this way, the first Retailer Preference Index (RPI) of Pharmacies in Mexico 2022 was born. This work classifies and studies the leaders of said sector. The most outstanding thing is that it is the first ranking that measures both the sentiment and the behavior of the buyer.
In this first edition, the companies that have the greatest emotional connection and participation in the Mexican consumer’s budget were Guadalajara Pharmacies and Savings Pharmacies.
“The rankings we present are the result of a statistical model that reflects how retail execution on various customer needs affects both the lasting emotional bonds formed with shoppers, as well as short- and long-term financial success. By having this data in their possession, pharmacies can better engage the hearts and minds of their shoppers, at a time when customer loyalty may be at stake,” explains Adriano Araujo, director of dunnhumby in Latin America.
The Mexican pharmacy seems to be at a turning point. The knowledge and assertive use of data will be even more important in the coming years. Low consumer loyalty is a reality in Mexico, which is why this 2022 Mexico Pharmacy RPI seeks to illustrate the new realities to create, retain and mobilize consumers to act in favor of each business.
The favorite pharmacies of Mexicans
Every year since 2017, the RPI score of dunnhumby in other regions and markets, including the Mexican grocery sector, it establishes which value propositions from retailers are best positioned to win with shoppers. For this work, the survey of customers who provided more than 3,000 ratings for nine pharmacies was included.
When considering all of the above, it was found that the six favorite pharmacies of Mexicans and that occupy the first positions in the general ranking of dunnhumby based on both financial performance and consumer sentiment are the following.
1. Guadalajara Pharmacies
Headquartered in Guadalajara, Jalisco, and with more than 10,000 employees operating in 19 states of the Mexican Republic, for a total of 2,362 pharmacies. It is part of Corporativo Fragua, with net sales in 2020 of $73.3 million pesos.
2. Savings Pharmacies
Headquartered in Monterrey, Nuevo León, and with more than 18,000 employees, operating in 29 states, for a total of 1,600 pharmacies.
3. Similar Pharmacies
Headquartered in Mexico City, and more than 10 thousand employees. It operates in Mexico, Guatemala and Chile, for a total of 6,000 pharmacies. It is part of the Group for a Better Country.
4. San Pablo Pharmacies
Headquartered in Mexico City, and more than 3,200 employees. It operates in Mexico City, the State of Mexico, Querétaro and Puebla, with a total of 140 pharmacies.
5. Benavides Pharmacies
Headquartered in Monterrey, Nuevo León, and with a workforce of 8,000 employees. It operates in 24 states in the country, with a total of 1,100 stores. It is part of the Walgreens Boots Alliance, with a presence in more than 25 countries around the world.
6. YZA Pharmacies
It is a chain with more than 1,350 branches in Mexico, located in the states of Baja California, Baja California Sur, Campeche, Chiapas, Mexico City, Durango, Guanajuato, Jalisco, Nuevo León, Oaxaca, Querétaro, Quintana Roo, Sinaloa, Sonora. , Tabasco, Veracruz and Yucatan.
It offers a wide variety of patent, proprietary and generic drugs, vitamins, hygiene and personal care products, baby solutions, among others.
Among the main findings of the first RPI of Farmacias de México 2022 are:
• More than 3/4 of the buyers are concentrated in three pharmacies: Farmacias Similares, Farmacias del Ahorro and Farmacias Guadalajara, the three main leaders in the General RPI.
• Farmacias Guadalajara and Farmacias Del Ahorro capture most of their customers’ budgets.
• Digital purchases in Mexico have become popular, it is a trend that has already benefited Farmacia San Pablo and Farmacias Del Ahorro
• Perhaps because buyer loyalty is low, a common tool in the Mexican pharmacy is the loyalty card, which currently reaches 3/4 of all consumers.
• In the field of pharmacy, the recommendation of doctors, friends and family have a huge impact due to the narrow circle of trust that exists when it comes to health matters.
• There is a turning point in Mexican retail, where technology; that is, data science becomes an essential set of tools to overcome current and future difficulties; besides that it allows to achieve a series of tasks such as category management, engagement, adhesion and customer loyalty.
• The Mexican pharmacy is ready for transformation. And there are specific attributes of the national market to take into account. The big chains have big advantages, but that doesn’t mean the mid-tier players can’t compete, they are often closer to the buyer, just as assertive and knowledgeable as the big players, and sometimes even faster.
The dunnhumby Pharmacy Retailers Preference Index for Mexico 2022, as well as the analysis of challenges and opportunities for Farmacias Guadalajara, Farmacias del Ahorro, Farmacias Benavides and Farmacias YZA, can be downloaded at this link.