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The Drug Store Shopper - US - February 2015

“Retail channel lines continue to blur with more outlets like mass merchandisers and supermarkets clambering to become consumers’ primary destinations for their drug store needs including OTC and prescription medications. Traditional drug stores can no longer afford to be just drug stores, and should continue evolving their positioning as health and wellness authorities to capture a greater share of younger shoppers highly interested in more effectively managing their health, and who will drive the future of the market.”
– Diana Smith, Senior Research & Apparel Analyst

This report answers the following questions:

  • Are older consumers really drug stores’ core customers?
  • What role do Hispanics play in the current drug store retailing environment?
  • How can drug stores continue to solidify their commitment to consumers’ health and well-being?

The growth in total US retail sales is being influenced by growing populations of key demographic groups – namely adults 55+ and Hispanics. Lingering obesity rates will continue to impact the market as well as the effects of more people now having health care coverage as a result of the Affordable Care Act being implemented. While increasing competition from other channels like mass merchandisers and grocery chains are encroaching on traditional drug stores’ territory, most people still visit drug store pharmacies to fill prescriptions. Retail health clinics have low visitation rates at present but represent an opportunity for future growth as the number of clinics in the US continues to expand.

For the purposes of this report, Mintel has defined a drug store as a retail store where a primary component of the store is a pharmacy, selling prescription medicine and staffed with a pharmacist. Other categories commonly found at drug stores include over-the-counter medicine, beauty and personal care, household needs, and a limited selection of food. When referring to “drug stores,” this report primarily considers those that are traditional drug stores (such as Walgreens, CVS, Rite Aid, etc), not including other retailers with pharmacies such as grocery stores, warehouse clubs, or mass merchandisers. These other retailers are also discussed in the report as locations consumers may shop for drug store items, yet are not referred to as “drug stores.”

While the drug store retailing market is expected to continue growing over the next five years, increased competition from other channels like mass merchandisers, grocery stores, and warehouse clubs that increasingly offer pharmacies and retail health clinics will continue to be a threat to traditional drug stores. The aging US population as well as growth from Hispanics and the spillover effects from the rollout of the Affordable Care Act should benefit the market in the near-term. 

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Direct marketing creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total US Drug store revenues and fan chart forecast, at current prices, 2009-19
                        • Market drivers
                          • Aging population is a positive driver for drug stores
                            • Figure 2: Population aged 55 or older, by age group, 2010-20
                          • Drug store chains will also benefit from growing Hispanic population
                            • Figure 3: Population by Hispanic origin, 2010-20
                          • Over one third of Americans remain obese
                            • Figure 4: Prevalence of obesity among adults aged 20 and over, by gender, 2011-12
                          • Drug stores should see gains from the rollout of Obamacare
                            • The consumer
                              • Drug store shopping is primarily done in-store
                                • Figure 5: Drug stores shopped in last 12 months, November 2014
                              • Hispanics and Blacks most likely to shop at drug stores
                                • Figure 6: Drug stores shopped in-store in last 12 months, by race/Hispanic origin, November 2014
                              • Prescriptions are primarily filled in-store at CVS and Walgreens
                                • Figure 7: Where and how prescriptions are filled, November 2014
                              • Over three quarters of adults are not visiting health clinics
                                • Figure 8: Retail health clinics visited for treatment for self in last 12 months, November 2014
                              • Lower income consumers may be leaving some savings on the table
                                • Figure 9: Attitudes toward drug store shopping, by household income, November 2014
                              • What we think
                              • Issues and Insights

                                  • Are older consumers really drug stores’ core customers?
                                    • The issues
                                      • The implications
                                        • What role do Hispanics play in the current drug store retailing environment?
                                          • The issues
                                            • The implications
                                              • How can drug stores continue to solidify their commitment to consumers’ health and well-being?
                                                • The issues
                                                  • The implications
                                                  • Trend Applications

                                                      • Trend: Second Skin
                                                        • Trend: Data Creators
                                                          • Trend: Let’s Make a Deal
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Sales at drug stores expected to rise
                                                                • Figure 10: Total US drug store revenues and forecast, at current prices, 2009-19
                                                                • Figure 11: Total US drugstore revenues and forecast, at inflation-adjusted prices, 2009-19
                                                              • HBC comprises majority of monitored drug store segments
                                                                • Figure 12: Total US drugstore revenues, by segment, at current prices, 2013-14
                                                              • Fan chart forecast
                                                                  • Figure 13: Total US Drug store revenues and fan chart forecast, at current prices, 2009-19
                                                              • Market Drivers

                                                                • Key points
                                                                  • Aging population is a positive driver for drug stores
                                                                    • Figure 14: Population by age, 2010-20
                                                                  • Hispanic growth will also benefit drug store chains
                                                                    • Figure 15: Population by Hispanic origin, 2010-20
                                                                    • Figure 16: Hispanic population by age, 2010-20
                                                                  • Over one third of Americans are obese
                                                                    • Figure 17: Percent of people aged 20 or older who are at a healthy weight, overweight, or obese, 2009-12
                                                                    • Figure 18: Prevalence of obesity among adults aged 20 and over, 2011-12
                                                                  • Online and mobile shopping continues to impact retail landscape
                                                                    • Affordable Care Act should positively benefit drug stores
                                                                      • Retail health clinic expansion should bode well for drug store retailers
                                                                        • Battle for share intensifies causing drug store leaders to rethink go-to-market strategies
                                                                        • Retailer Overview

                                                                            • Drug stores
                                                                              • Quick Facts
                                                                                • Company overview
                                                                                  • Marketing strategies
                                                                                      • Figure 19: CVS, E-mail, January 2015
                                                                                      • Figure 20: CVS, Twitter page, January 2015
                                                                                    • Recent news and innovations
                                                                                      • Quick facts
                                                                                        • Company overview
                                                                                          • Marketing Strategies
                                                                                              • Figure 21: Walgreens, E-mail, January 2015
                                                                                              • Figure 22: Walgreens, E-mail, January 2015
                                                                                            • Recent news and innovations
                                                                                              • Quick Facts
                                                                                                • Company Overview
                                                                                                  • Marketing strategies
                                                                                                      • Figure 23: Duane Reade, E-mail, January 2014
                                                                                                      • Figure 24: Duane Reade, E-mail, February, 2014
                                                                                                    • Recent news and innovations
                                                                                                      • Quick Facts
                                                                                                        • Company overview
                                                                                                          • Marketing strategies
                                                                                                              • Figure 25: Rite Aid, Direct mail, July 2014
                                                                                                            • Recent news and innovations
                                                                                                              • Quick Facts
                                                                                                                • Company overview
                                                                                                                  • Marketing strategies
                                                                                                                    • Figure 26: Drugstore.com, Landing page, January 2015
                                                                                                                    • Figure 27: Drugstore.com, Email ads, July and December 2014
                                                                                                                  • Mass Merchandisers
                                                                                                                    • Quick facts
                                                                                                                      • Company overview
                                                                                                                        • Pharmacy and clinic overview
                                                                                                                          • Figure 28: Target, Email, December 2014
                                                                                                                          • Figure 29: Target, Direct mail, September 2014
                                                                                                                        • Quick facts
                                                                                                                          • Company overview
                                                                                                                            • Pharmacy and clinic overview
                                                                                                                              • Figure 30: Walmart, Direct mail, November 2014
                                                                                                                              • Figure 31: Walmart, Website landing page, October 2014
                                                                                                                            • Other retail store types
                                                                                                                            • Social Media

                                                                                                                                • Key findings
                                                                                                                                  • Market overview
                                                                                                                                    • Key social media metrics
                                                                                                                                      • Figure 32: Key social media metrics for select drug store retailers, Jan. 2015
                                                                                                                                    • Brand usage and awareness
                                                                                                                                      • Figure 33: Brand usage and awareness for select drug store retailers, Nov. 2014
                                                                                                                                    • Interactions with drug store retailers
                                                                                                                                      • Figure 34: Interaction levels with select drug store retailers, Nov. 2014
                                                                                                                                    • Leading online campaigns
                                                                                                                                      • Charitable initiatives
                                                                                                                                        • Digital and mobile campaigns
                                                                                                                                          • Health and wellness
                                                                                                                                            • What we think
                                                                                                                                              • Online conversations
                                                                                                                                                • Figure 35: Online mentions for select drug store retailers, by week, Jan. 12, 2014-Jan. 11, 2015
                                                                                                                                              • Where are people talking about drug store retailers?
                                                                                                                                                  • Figure 36: Online mentions for select drug store retailers, by page type, Jan. 12, 2014-Jan. 11, 2015
                                                                                                                                                • What are people talking about?
                                                                                                                                                  • Figure 37: Topics of conversation for select drug store retailers, Jan. 12, 2014-Jan. 11, 2015
                                                                                                                                              • Drug Stores Shopped

                                                                                                                                                • Key points
                                                                                                                                                  • Drug store shopping is primarily done in-store
                                                                                                                                                    • Figure 38: Drug stores shopped in last 12 months, November 2014
                                                                                                                                                  • Women are the primary in-store drug store shoppers
                                                                                                                                                    • Figure 39: Drug stores shopped in-store in last 12 months, by gender, November 2014
                                                                                                                                                  • Boomers continue to obtain drug store needs from CVS and Walgreens, while younger counterparts opt for Walmart
                                                                                                                                                    • Figure 40: Drug stores shopped in-store in last 12 months, by age, November 2014
                                                                                                                                                  • Nearly half of the most affluent consumers choose CVS
                                                                                                                                                    • Figure 41: Drug stores shopped in-store in last 12 months, by household income, November 2014
                                                                                                                                                  • Among traditional drug stores, Walgreens is consistent leader
                                                                                                                                                    • Figure 42: Drug store shopping frequency, July 2009-September 2014
                                                                                                                                                    • Figure 43: Drug store shopping frequency, August 2013-September 2014
                                                                                                                                                  • Insight into the shopping process
                                                                                                                                                  • Items Purchased at Drug Stores

                                                                                                                                                    • Key points
                                                                                                                                                      • While medications and vitamins lead, beauty and personal care among top items purchased at drug stores
                                                                                                                                                        • Figure 44: Items purchased at drug stores, November 2014
                                                                                                                                                      • Over half of women buy beauty products at drug stores
                                                                                                                                                        • Figure 45: Any item purchased in-store at a drug store, by gender, November 2014
                                                                                                                                                      • Younger consumers buy significantly more food and drink items than older adults
                                                                                                                                                        • Figure 46: Any item purchased in-store at a drug store, by age, November 2014
                                                                                                                                                    • Where and How Prescriptions Are Filled

                                                                                                                                                      • Key points
                                                                                                                                                        • Prescriptions are primarily filled in-store at CVS and Walgreens
                                                                                                                                                          • Figure 47: How prescriptions are filled, November 2014
                                                                                                                                                          • Figure 48: Where prescriptions are filled, November 2014
                                                                                                                                                        • Young adults most likely to use mobile apps to fill prescriptions
                                                                                                                                                          • Figure 49: Where and how prescriptions are filled, by gender and age, November 2014
                                                                                                                                                      • Retail Health Clinic Visitation

                                                                                                                                                        • Key points
                                                                                                                                                          • Over three quarters of adults are not visiting health clinics, leaving ample opportunity for retailers to grow these services
                                                                                                                                                            • Figure 50: Retail health clinics visited for treatment for self in last 12 months, November 2014
                                                                                                                                                          • CVS MinuteClinic most visited retail health clinic
                                                                                                                                                            • Figure 51: Retail health clinics visited for treatment for self in last 12 months, November 2014
                                                                                                                                                          • Low cost and fast treatment are key advantages of retail health clinics
                                                                                                                                                            • Figure 52: Description of health care providers, November 2014
                                                                                                                                                            • Figure 53: Description of health care providers, By retail health clinics visited for treatment for self in last 12 months, November 2014
                                                                                                                                                          • Adults 18-34 are the primary retail health clinics goers
                                                                                                                                                            • Figure 54: Retail health clinics visited for treatment for self in last 12 months, by gender and age, November 2014
                                                                                                                                                          • Opportunity exists to increase health clinic visitation among lower income consumers
                                                                                                                                                            • Figure 55: Retail health clinics visited for treatment for self in last 12 months, by household income, November 2014
                                                                                                                                                            • Figure 56: Retail health clinics visited for treatment for self in last 12 months, by employment, November 2014
                                                                                                                                                          • Immunizations and shots sought by majority of retail clinic visitors
                                                                                                                                                            • Figure 57: Type of treatment received at retail health clinic, November 2014
                                                                                                                                                          • Most retail health clinic users think quality is comparable to doctors and hospitals
                                                                                                                                                            • Figure 58: Quality of treatment/service at retail health clinic vs. that of a doctor or hospital, by gender, November 2014
                                                                                                                                                          • Nearly all retail clinic visitors expect to return
                                                                                                                                                            • Figure 59: Likelihood of a repeat visit to a retail health clinic, November 2014
                                                                                                                                                            • Figure 60: Likelihood of a repeat visit to a retail health clinic, By age, November 2014
                                                                                                                                                        • Attitudes toward Drug Store Shopping

                                                                                                                                                          • Key points
                                                                                                                                                            • One in three say a loyalty card could influence where they shop
                                                                                                                                                              • Figure 61: Attitudes toward drug store shopping, November 2014
                                                                                                                                                            • Older generations more likely to shop where they fill prescriptions
                                                                                                                                                              • Figure 62: Attitudes toward drug store shopping, by gender and age, November 2014
                                                                                                                                                            • Lower income consumers may be unaware of savings they are missing from loyalty programs
                                                                                                                                                              • Figure 63: Attitudes toward drug store shopping, by household income, November 2014
                                                                                                                                                              • Figure 64: Drug store shopping frequency, By household income, August 2013-September 2014
                                                                                                                                                            • Are consumers loyal to certain drug stores? Why or why not?
                                                                                                                                                            • Influencers to Encourage More Drug Store Shopping

                                                                                                                                                              • Key points
                                                                                                                                                                • Consumers want savings and convenience from drug store retailers
                                                                                                                                                                  • Figure 65: Factors that would influence more frequent drug store shopping, November 2014
                                                                                                                                                                • Women more open to enhancements from drug stores
                                                                                                                                                                  • Figure 66: Factors that would influence more frequent drug store shopping, by gender, November 2014
                                                                                                                                                                • On-the-go young adults value convenience in all forms
                                                                                                                                                                  • Figure 67: Factors that would influence more frequent drug store shopping, by age, November 2014
                                                                                                                                                                • More than one third of consumers redeem coupons at drug stores
                                                                                                                                                                  • Figure 68: Coupon redemption at drug stores, July 2009-September 2014
                                                                                                                                                                  • Figure 69: Types of coupons used, August 2013-September 2014
                                                                                                                                                              • Ways of Managing Health

                                                                                                                                                                • Key points
                                                                                                                                                                  • Drug stores can help customers manage their health via enhanced services
                                                                                                                                                                    • Figure 70: Usage and interest in tools to manage health, November 2014
                                                                                                                                                                  • Opportunity to increase penetration among young adults who are extremely interested in managing their health
                                                                                                                                                                    • Figure 71: Usage and interest in tools to manage health, By age, November 2014
                                                                                                                                                                  • Much crossover exists among drug store shoppers and those interested in tools to manage health
                                                                                                                                                                    • Figure 72: Ways of managing health – Any usage/interest, by drug stores shopped in last 12 months – Any drug store shopped, November 2014
                                                                                                                                                                • Race and Hispanic Origin

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Blacks are the heaviest shoppers at traditional drug stores
                                                                                                                                                                      • Figure 73: Drug stores shopped in-store in last 12 months, by race/Hispanic origin, November 2014
                                                                                                                                                                      • Figure 74: Drug store shopping frequency, by race/Hispanic origin, August 2013-September 2014
                                                                                                                                                                      • Figure 75: Drug store shopping frequency - mean monthly visits, By race/Hispanic origin, August 2013-September 2014
                                                                                                                                                                    • Beauty and personal care items top the shopping lists of minority drug store consumers
                                                                                                                                                                      • Figure 76: Any item purchased in-store at a drug store, by race/Hispanic origin, November 2014
                                                                                                                                                                    • CVS and Walgreens pharmacies in a share battle for Hispanics and Blacks
                                                                                                                                                                      • Figure 77: how prescriptions are filled, by race/Hispanic origin, November 2014
                                                                                                                                                                      • Figure 78: Where prescriptions are filled, by race/Hispanic origin, November 2014
                                                                                                                                                                    • Retail health clinics draw a sizable Hispanic consumer base
                                                                                                                                                                      • Figure 79: Retail health clinics visited for treatment for self in last 12 months, by race/Hispanic origin, November 2014
                                                                                                                                                                    • Half of non-whites go to health clinics for reasons other than to get shots
                                                                                                                                                                      • Figure 80: Type of treatment received at retail health clinic, by race/Hispanic origin, November 2014
                                                                                                                                                                    • Overall satisfaction levels with health clinics high among all visitors
                                                                                                                                                                      • Figure 81: Satisfaction regarding treatment/service received at retail health clinic and Likelihood of a repeat visit to a retail health clinic, By race/Hispanic origin, November 2014
                                                                                                                                                                    • Blacks willing to shop at drug stores that actively support healthy lifestyles
                                                                                                                                                                      • Figure 82: Attitudes toward drug store shopping, by race/Hispanic origin, November 2014
                                                                                                                                                                    • Experiential rewards can drive incremental foot traffic to drug stores
                                                                                                                                                                      • Figure 83: Factors that would influence more frequent drug store shopping, by race/Hispanic origin, November 2014
                                                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                                                    • Drug stores shopped in the last 12 months – In-store
                                                                                                                                                                      • Figure 84: Drug stores shopped in-store in last 12 months, by age, November 2014
                                                                                                                                                                      • Figure 85: Drug stores shopped in-store in last 12 months, by employment, November 2014
                                                                                                                                                                    • Drug stores shopped in the last 12 months – Online
                                                                                                                                                                      • Figure 86: Drug stores shopped online in last 12 months, by gender, November 2014
                                                                                                                                                                      • Figure 87: Drug stores shopped online in last 12 months, by age, November 2014
                                                                                                                                                                      • Figure 88: Drug stores shopped online in last 12 months, by race/Hispanic origin, November 2014
                                                                                                                                                                      • Figure 89: Drug stores shopped online in last 12 months, by household income, November 2014
                                                                                                                                                                      • Figure 90: Drug stores shopped online in last 12 months, by employment, November 2014
                                                                                                                                                                    • Where and how prescriptions are filled
                                                                                                                                                                      • Figure 91: Where and how prescriptions are filled, November 2014
                                                                                                                                                                      • Figure 92: Where and how prescriptions are filled, by household income, November 2014
                                                                                                                                                                      • Figure 93: Where and how prescriptions are filled, by employment, November 2014
                                                                                                                                                                      • Figure 94: Where and how prescriptions are filled, by mobile device ownership, November 2014
                                                                                                                                                                    • Items purchased at drug stores – in-store
                                                                                                                                                                      • Figure 95: Any item purchased in-store at a drug store, by household income, November 2014
                                                                                                                                                                      • Figure 96: Any item purchased in-store at a drug store, by employment, November 2014
                                                                                                                                                                    • Items purchased at drug stores – online
                                                                                                                                                                      • Figure 97: Any item purchased online at a drug store, by gender, November 2014
                                                                                                                                                                      • Figure 98: Any item purchased online at a drug store, by age, November 2014
                                                                                                                                                                      • Figure 99: Any item purchased online at a drug store, by race/Hispanic origin, November 2014
                                                                                                                                                                      • Figure 100: Any item purchased online at a drug store, by household income, November 2014
                                                                                                                                                                    • Retail health clinics – visitation/satisfaction
                                                                                                                                                                      • Figure 101: Retail health clinics visited for treatment for self in last 12 months, By area, November 2014
                                                                                                                                                                      • Figure 102: Satisfaction regarding treatment/service received at retail health clinic, by age, November 2014
                                                                                                                                                                    • Cold and flu reported incidences
                                                                                                                                                                      • Figure 103: Average percentage of American adults reporting having the flu on any given day vs. those reporting having a cold on any given day, By month, January 2015
                                                                                                                                                                    • Attitudes toward drug store shopping
                                                                                                                                                                      • Figure 104: Attitudes toward drug store shopping, by age, November 2014
                                                                                                                                                                    • Influencers to encourage more drug store shopping
                                                                                                                                                                      • Figure 105: Factors that would influence more frequent drug store shopping, by household income, November 2014
                                                                                                                                                                  • Appendix – Social Media

                                                                                                                                                                    • Key social media metrics
                                                                                                                                                                      • Figure 106: Key social media metrics for select drug store retailers, Jan. 2015
                                                                                                                                                                    • Online conversations
                                                                                                                                                                      • Figure 107: Online mentions for select drug store retailers, by week, Jan. 12, 2014-Jan. 11, 2015
                                                                                                                                                                    • Brand usage or awareness
                                                                                                                                                                      • Figure 108: Brand usage or awareness, November 2014
                                                                                                                                                                      • Figure 109: Walgreens usage or awareness, by demographics, November 2014
                                                                                                                                                                      • Figure 110: CVS usage or awareness, by demographics, November 2014
                                                                                                                                                                      • Figure 111: Duane Reade usage or awareness, by demographics, November 2014
                                                                                                                                                                      • Figure 112: Rite Aid usage or awareness, by demographics, November 2014
                                                                                                                                                                      • Figure 113: Drugstore.com usage or awareness, by demographics, November 2014
                                                                                                                                                                      • Figure 114: Walmart (drug store items only) usage or awareness, by demographics, November 2014
                                                                                                                                                                    • Activities done
                                                                                                                                                                      • Figure 115: Activities done, November 2014
                                                                                                                                                                      • Figure 116: Walgreens – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
                                                                                                                                                                      • Figure 117: Walgreens – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
                                                                                                                                                                      • Figure 118: Walgreens – Activities done – I follow/like the brand on social media because, by demographics, November 2014
                                                                                                                                                                      • Figure 119: Walgreens – Activities done – I have researched the brand on social media to, by demographics, November 2014
                                                                                                                                                                      • Figure 120: CVS – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
                                                                                                                                                                      • Figure 121: CVS – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
                                                                                                                                                                      • Figure 122: CVS – Activities done – I have researched the brand on social media to, by demographics, November 2014
                                                                                                                                                                      • Figure 123: Rite Aid – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
                                                                                                                                                                      • Figure 124: Walmart (drug store items only) – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
                                                                                                                                                                      • Figure 125: Walmart (drug store items only) – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
                                                                                                                                                                      • Figure 126: Walmart (drug store items only) – Activities done – I follow/like the brand on social media because, by demographics, November 2014
                                                                                                                                                                      • Figure 127: Walmart (drug store items only) – Activities done – I have researched the brand on social media to, by demographics, November 2014
                                                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • American Diabetes Association
                                                                                                                                                                    • American Dietetic Association (ADA)
                                                                                                                                                                    • American Express Company (The)
                                                                                                                                                                    • Apple, Inc
                                                                                                                                                                    • Macy's, Inc.
                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                    • Twitter, Inc.

                                                                                                                                                                    The Drug Store Shopper - US - February 2015

                                                                                                                                                                    US $3,995.00 (Excl.Tax)