Vitamins and prescription medications may be among the items consumers will not give up during tight economic times.

The Media Audit reports that men typically spend more on prescription drugs than women. Here’s how the market breaks out on average:

  • Men $2,095
  • Women $1,155

And when it comes to non-prescription vitamins, consumers over age 50 comprise the market jackpot:

  • Annual spending on vitamins – consumers aged 18-49 – $406
  • Annual spending on vitamins – consumers over age 50 – $590

The Media Audit study also suggests that consumers who spend the most on prescription medications are more likely to have high exposure to outdoor ads and the Internet.

Your pharmacy and drugstore clients could benefit from new marketing campaigns launched now in order to capture business from consumers who are suffering through a later than usual influenza outbreak.

[Source: The Media Audit, February 2009]