Differing assortment profiles of pharmacies in Sweden

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The assortment analyses of Swedish pharmacy chains illustrates differences between the big pharmacy chains. It also highlights the huge assortment advantage that Apotea has, as illustrated in the previous post.

The main categories for the market leader Apoteket are Skincare, Facial care, Kids & parents, as well as Dietary supplements. These are also among the biggest categories for Apotek Hjärtat. They also sell significant amounts of Hair care products and Groceries, similar to Apotea.

Apotea has the biggest assortment in almost every category, often with double the amount of products. However, Apotek Hjärtat differentiates with Skincare products, where they have the biggest assortment.

Apotea has three categories with more than 3 000 products (Facial care, Kids & parents, Food) in each and two categories with more than 2 000 products. Hjärtat is the only other pharmacy chain with categories with more than 2 000 products.

At the same time, Apoteket remains the biggest chain in terms of revenues. This is despite having a significantly smaller assortment in all categories.

The third biggest chain, Kronans, seems to differentiate itself with Vitamins and Dietary supplements. With more than 2 000 products in the combined categories, Kronans has the biggest assortment of all players.