Sales lagged in the first quarter of 2025, although the number of buyers purchasing in the drug channel declined less vs. Q4 of 2024. Still, consumers are loyal to their drug store or pharmacy, and nearly 40% of them are enrolled in store loyalty programs, which are an opportunity for further engagement. This report follows up on trends identified in previous drug channel analyses and examines how these trends compare to the broader multioutlet and convenience channel landscape.

Drug channel insights:

• In the drug channel, private label sales declined vs. a year ago across most departments, whereas in MULO+ w/ Convenience, private label has grown across all departments. 

• Even as health and beauty accounted for two-thirds of drug channel CPG volume sales in Q1 2025, beauty sales declined across cosmetics and skincare. 

• As consumers prioritize natural ingredients and holistic health, the drug channel has a high dollar share of food and beverage products with natural claims.

• Wellness categories are primarily growing in both dollars and units with MULO+ w/ Convenience.