HiPP Organic Expands to Pharmacies, Boosting Brand Awareness and Sales Conversion

Learn how HiPP Organic, the UK's top organic milk brand, is strengthening its distribution network by entering the pharmacy market. This article explores HiPP's partnership with DCS and the significant impact it has on brand awareness and sales conversion.

David Hickman - Head of Sales

2 Minutes

/ 21st June 2023

Sales & Distribution

Did you know that a significant portion of milk buyers, about 13%, prefer to purchase formula from pharmacies? This statistic highlights the importance of having distribution channels in place to cater to this particular market segment. One notable brand that has supported this trend is HiPP Organic, which holds an impressive 58% value share as the leading organic milk brand in the UK.

Considering HiPP's dominant position in the market, it only makes sense for the brand to establish a presence across all key pharmacy wholesalers. Most recently, a prominent pharmaceutical wholesaler has placed their first order with DCS for a core range of HiPP Baby Milks & Kids toiletries products. This partnership signifies a significant milestone as it marks the expansion of HiPP's distribution network.

Before this collaboration, HiPP had a presence in pharmacies, but DCS has helped successfully expand core range distribution across the three leading pharmaceutical wholesalers in the UK. One of these alone supports over 4,000 community pharmacies, including directly managing 450+ branches.

To maximise brand awareness and sales conversion, DCS has been working closely with HiPP's Marketing Team and Design Team. Together, they have planned an extensive educational activation campaign focused on First Milks, spanning all three wholesalers throughout May and June. This strategic approach ensures that HiPP's products and educational material are available to independent pharmacies, greatly increasing brand exposure. The collaboration aims to enhance HiPP's brand visibility and ultimately drive sales growth.

DCS prides itself on being a driving force for growth, and this partnership with HiPP Organic exemplifies our commitment to expanding distribution networks and seizing opportunities in emerging market segments. With combined efforts, HiPP and DCS are well-positioned to leverage the growing demand for organic milk products in pharmacies and capture a larger market share.