Beauty and wellness

Royal Mail has been looking at shopping trends in beauty and wellness to understand online shopping behaviour in these sectors.

Beauty trends

Haircare narrowly beats toiletries as the most commonly purchased beauty item. Almost two thirds (65%) of beauty product shoppers purchase haircare products in-store, whereas 48% 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, is 42 years old, more likely to be female and live in the suburbs.

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

Wellness trends

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

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

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

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

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. With global reach and the number one facilitator of ecommerce in the UK, we are well placed to observe trends across the industry.