Haircare, vitamins and supplements driving beauty and wellness spend

Haircare, vitamins and supplements driving beauty and wellness spend

Key points

  • Royal Mail has looked at online shopping trends in beauty and wellness.
  • Haircare is the most commonly purchased beauty product whereas vitamins and supplements are the most commonly purchased wellness products.
  • The average beauty product shopper spends £18 online compared to £16 spent in-store, per month*. The average wellness product shopper spends £17 online compared to £14 spent in-store, per month*.
  • Price, choice and ease are some of the driving factors for beauty and wellness shoppers to make their purchases online.

Royal Mail has looked at shopping trends in beauty and wellness to understand online shopping behaviour in these sectors. With global reach and the number one facilitator of ecommerce in the UK, Royal Mail is well placed to observe trends across the industry.

Beauty trends

Haircare narrowly beats toiletries as the most commonly purchased beauty item. Almost two thirds (65 per cent) of beauty product shoppers purchase haircare products in-store, whereas 48 per cent do so online. 64 per cent purchase bathroom toiletries in-store, compared to 44 per cent that do so online. Skincare, cosmetics and fragrances are the products that beauty product shoppers prefer to buy online, compared to in-store.

The average beauty product shopper spends £18 online compared to £16 spent in-store per month*. The average beauty product shopper is 42 years old, more likely to be female and live in the suburbs.

34 per cent of 18-34 year olds prefer to shop online, a much higher proportion than those aged over 55 years old (14 per cent).

There are lots of factors that come into play when shoppers decide to purchase beauty products online. Trust is important with 35 per cent of shoppers saying a retailer’s reputation is key in their purchasing decision, while regular deals and variety in choice of products are also key drivers, alongside competitive pricing.

Almost half (48 per cent) of beauty product shoppers prefer to buy products online because they can compare prices whereas 46 per cent do so due to increased choice of products. 45 per cent perceive products to be cheaper online and 44 per cent like to shop from the comfort of their own home.

When it comes to delivery, tracking is important. Almost half (48 per cent) of beauty shoppers would track every item ordered if the service was available. 47 per cent of shoppers are also prepared to pay more for the convenience of a home delivery.

Wellness trends 

Vitamins and supplements are the most commonly purchased wellness products. Almost eight in ten (79 per cent) wellness product shoppers purchase vitamins and supplements online, whereas 74 per cent buy in-store. 43 per cent purchase fruit or herbal teas in-store, compared to 22 per cent that do so online. 

The average wellness product shopper spends £17 online compared to £14 spent in-store per month*. The average wellness product shopper is 45 years old, more likely to be female and live in the suburbs or urban areas.

Offering the lowest prices (53 per cent), having the specific products desired (50 per cent), a good level of customer service (24 per cent) and a user-friendly app (20 per cent) would encourage wellness shoppers to buy online more frequently.

Wellness shoppers prefer to buy online due to ease (55 per cent), price (53 per cent) and choice (47 per cent). Younger shoppers generally have a larger repertoire of online retailers they shop from. They also tend to be less brand-led. Only 27 per cent believe having a range of brands is important, compared to 40 percent of those aged over 55 years old.

Almost two thirds (65 per cent) of wellness shoppers are more confident when ordering online with tracking. Home delivery is the preferred choice, with two in three shoppers wanting their items to be sent to their house compared to another location.

A spokesperson for Royal Mail said “For businesses currently operating in the beauty and wellness sectors or looking to expand into this area, it's important to understand the distinct shopping habits of shoppers. Trust is really important for beauty and wellness shoppers when they choose to purchase products online. Having a good reputation, providing competitive offers, ensuring a variety of products are available and efficient delivery are also important for beauty and wellness online shoppers.”

Ends

Note to editors

*The monthly average was taken across a period of 3 months.

The research was independently conducted by Trinity McQueen and based on a sample group of 525 beauty shoppers and 476 wellness online shoppers. This research is representative of shoppers that bought beauty and wellness items online or in-store in the UK.

You can download the full report here: www.royalmail.com/deliverymatters

About Royal Mail plc

Royal Mail plc is the parent company of Royal Mail Group Limited, the leading provider of postal and delivery services in the UK and the UK’s designated universal postal service provider. UK Parcels, International and Letters (“UKPIL”) comprises the company’s UK and international parcels and letters delivery businesses operating under the “Royal Mail” and “Parcelforce Worldwide” brands. Through the Royal Mail Core Network, the company delivers a one-price-goes-anywhere service on a range of parcels and letters products. Royal Mail has the capability to deliver to around 30 million addresses in the UK, six days a week (excluding UK public holidays). Parcelforce Worldwide operates a separate UK network which collects and delivers express parcels. Royal Mail also owns General Logistics Systems (GLS) which operates one of the largest ground-based, deferred parcel delivery networks in Europe.

 

For journalist enquiries contact:

Jasmin Prichard, Royal Mail press office

Email: jasmin.prichard@royalmail.com

Royal Mail press office: 020 7449 8246

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