Brazilian pharmacies pivot toward wellness and premium beauty

Brazilian pharmacy chains are shifting their business models from traditional medicine sales toward integrated health, beauty, and wellness experiences. This evolution aims to capture consumers looking for lifestyle and prevention rather than just treatment for illness.

RD Saúde has launched the Raia Conceito unit in São Paulo, which dedicates over 65% of its floor space to premium beauty and wellness. The store utilizes specialized consultants and skin analysis technology to provide personalized care. Similarly, Drogaria Iguatemi, part of Grupo DI, focuses on a luxury model where cosmetics and supplements account for 70% of product offerings and 60% of sales. This high-end approach targets customers with a focus on prevention and lifestyle, resulting in an average monthly ticket exceeding R$ 1,000 per customer.

Industry discussions at the Abrafarma Future Trend event highlighted this transformation, featuring leaders from RD Saúde, DPSP, and the UK-based Boots. Trends indicate that consumers are increasingly prioritizing health and experiences, with research showing 33% of respondents are paying more attention to health and 25% are prioritizing experiences in their consumption habits.