Place of purchase of medicinal mineral water.

The sales channel can be just as important as the product itself, especially in categories where trust plays a key role.

69% of consumers buy medicinal mineral water in pharmacies, which immediately sets the context: this product is perceived not as a regular beverage, but as something related to health. Supermarkets come second with 51%, but with a different consumption scenario — more as part of the everyday shopping basket.

Other channels lag far behind: convenience stores — 12%, online — only 2%, gas stations — 1%, and beauty stores are практически absent.

This means that for brands it’s not enough just to “be present” — choosing the right context is critical. Pharmacies are about trust and functionality. Supermarkets are about availability and habit. Online is still not a major channel, but it may become a point of growth.

For marketing, this is a clear signal: communication and positioning should be adapted to each channel, rather than being universal.

Do you leverage the potential of each channel differently, or communicate the same way everywhere?

Data processed by Media Systems