Superdrug has launched a new government-accredited training programme for store employees to tap into growing demand grows for accessible healthcare support on the High Street.

The health and beauty retailer has introduced a Level 3 equivalent Healthcare Ambassador Accreditation, which it said will give staff the skills to provide informed guidance on everyday health concerns.

The training programme will last eight weeks and be introduced in 75 stores, with more added over the coming months.

The move follows research commissioned by the company highlighting increasing consumer reliance on retail environments for basic healthcare advice.

According to the survey of 634 UK shoppers, 66 per cent believed health and beauty retailers play an increasingly important role in supporting everyday healthcare, while 65 per cent said they would value more in-store guidance. Three quarters of respondents saw store staff as a helpful first point of contact for minor health issues.

Superdrug said customers are already turning to stores for a range of support, with 59 per cent seeking advice on over-the-counter treatments, 56 per cent asking about minor illnesses such as coughs and headaches, and 45 per cent looking for guidance on vitamins and supplements. A further 20 per cent said they would ask for help with sleep or stress-related concerns.

“This programme builds on the strong foundations already in place across our stores, giving colleagues even greater confidence to help customers with everyday health needs and ensuring they can offer clear, responsible advice at the right moment,” said Simon Comins, chief operating officer at Superdrug. “As demand for accessible healthcare support grows, it’s important that our teams are equipped to respond safely and confidently.”

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