Fragrantly Beautiful

Shoppers turning to supermarkets for beauty products

07 August 2006

More than 40% now prefer to buy them there than anywhere else

The number of shoppers who prefer to make their beauty product purchases in supermarkets is on the up, according to new research from Ipsos Mori's Retail division.

The more specialist outlets still dominate, however. The survey shows that 60% of consumers cite health and beauty chain stores, such as Boots the Chemist and Superdrug, as the type of shop in which they most like buying beauty products. But supermarkets are closing the gap, at 43% of shoppers. These types of shops are followed in preference by department stores (23%), independent chemists (16%) and home shopping - which includes mail order and internet shopping - at 13 per cent.

Single people are even more likely to do their beauty shopping in supermarkets, with half of them preferring to buy such products from the likes of Tesco and Sainsbury's. The range on offer is a key factor for this demographic - when shopping for beauty products, 62% of singles rank choice as the most important factor, compared to 49% for all consumers.

Nearly half of all supermarket shoppers would welcome a wider choice of both skincare and cosmetics, and nearly two fifths would like to see more choice in hair care. The proportion rises among 18 - 34 year-olds. Fifty-seven percent said they want to see more choice when browsing the supermarket aisles for skincare products, 58% want more cosmetics offerings and 52% want more options when it comes to buying hair care products.

The research also revealed that older shoppers are the least likely to purchase beauty products at the supermarket. Just 31% of consumers aged 55 to 64, and 33% of those over 65, cite the supermarket as their preferred place to shop for beauty items, while the 55+ age group is the least likely to desire a wider choice of skincare, hair-care and cosmetic products available in supermarkets.

Most consumers with families value price over choice.

Tim Maton, director at Ipsos Mori's Retail division, said: "The specialist health and beauty chains clearly have the edge in the luxury beauty product market, but the convenience of supermarkets appears to be making inroads here as it has in many other product ranges. Consumers, particularly those in their 20s and 30s, are happy to make their everyday health and beauty purchases at a supermarket if they can find the brands they prefer."

By Graham Hayday

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