What's Hot & What's Not, feat. Apothecary 27
Joe Jackson, founder of Apothecary 27, tells us what’s selling well in his Haslemere store and what’s not shifting from the shelves.
What’s Hot: Mushrooms
“Sales of lion's mane mushroom supplements are thriving, with customers expressing admiration for its positive effects on memory and focus. The feedback we've received has been exceptional. Our preference is Mushrooms for Life, known for being one of the few genuinely organic options available. There's a trend towards people transitioning to mushrooms, particularly reishi and cordyceps, to address stress.”
What’s Hot: Farm-to-fork
“An increasing number of our customers seek high-quality food ingredients with a transparent traceability from the source to their plate, emphasizing the importance of a ‘farm-to-fork’ approach. Seggiano’s Fresh Basil Pesto exemplifies this ethos, crafted on a small family farm in Tuscany. Once customers try it, they express a reluctance to opt for any other pesto (it really is that good). Our clientele is creative, eschewing pre-packaged or overly processed foods in favour of selecting ingredients to create homemade dishes. To cater to this preference, we regularly update our website with recipes incorporating the ingredients available in our store.”
What’s Hot: Food-sourced
“Viridian remains the preferred brand for VMS among our customers, sharing a common ethos with Apothecary 27 – clean, food-sourced nutrients with clinically researched therapeutic doses. Viridian's Rainbow Trout Oil stands out as our favourite due to its distinction as the sole organic option on the market, boasting exceptional cleanliness and ethical sourcing compared to other ocean-caught fish oil supplements. Additionally, their Magnesium, B6, and Saffron blend garners popularity, particularly in the winter months when many customers grapple with SAD. The remarkable feedback we receive indicates a noticeable improvement in people's moods. It's truly a joy to work alongside our representative, Cathy, who is a standout professional in the industry, and a true cheerleader for what Viridian has to offer.”
What’s Not: Beauty
“Post-COVID, we've witnessed a change in demand for beauty products, prompting us to re-evaluate our inventory. Recognizing numerous brands stagnating on-shelf, we made a choice last year to streamline our selection and feature only what we believe to be the very best. Even with Sukin, we used to have three or four shelves and we’ve narrowed it down to just one for top sellers. A standout in our skincare line-up is Weleda Skin Food, a luxuriously nourishing cream. Despite its richness, which might typically lead to breakouts, this blend works like pure magic, imparting a healthy glow while leaving the skin thoroughly hydrated and nourished. Our sales of Dr Hauschka remain robust, especially their Regenerating range, tailored for mature skin. The Illuminating Fluid is particularly popular, providing an extra boost of glow, especially during this time of the year.”
What’s Not: Snacks
“We’ve never really had a huge snack audience. In my view, there's a pressing need for a revamp in the snack market; I don’t think there’s anything that special. I've observed that numerous protein bars available share strikingly similar ingredients. Despite the influx of new brands, there appears to be a lack of innovation. I quite often get sent samples of bars and energy balls and find myself asking ‘What is this brand's USP?’. While we do carry a variety of keto and protein bars, their sales aren't as substantial compared to London, where the market seems to be more receptive to the grab-and-go trend.”
What’s Not: CBD
“It isn’t selling, even though we’re still doing some sales, they have declined since mushrooms have arrived.”
By Joe Jackson, founder, Apothecary 27