If you go to the baby section in store, everything you need is there – from formula, to nappies; gripe water to nappy rash cream. And its adjacencies also make sense – everything that is needed for mum is there too – creams for stretchmarks, to breast pads. It’s such an easy category to shop – its merchandising makes sense. 

So what is the thinking behind the way stores merchandise health products for women?

If you want period products you need to go to one aisle. 

If you want health and vitamin supplements you need to go to another aisle. 

If you want products for vaginal health, you often need to go to yet another section.. 

Why aren’t they all together? 

Why isn’t there a “women’s category” – where everything you need, from periods, to menopause, vitamins to treatment for cystitis, is all in one place?  

Such a disparate category makes it difficult for women to locate and shop. Or even know some of these products exist!

How many potential sales are being lost?

By bringing them altogether and creating a women’s section in a logical, intuitive  way, what would the uplift in sales be?