Health and beauty

How do customers behave differently when purchasing in different retail sectors?

Highlights from our survey findings about shopping habits in the health and beauty sector

  • Of those who shop from an out of country online retailer, 31% of shoppers said they would be likely to purchase health and beauty items. 46% of Brazil shoppers said they would, as did 49% of India shoppers and 47% of China shoppers. On the other hand, Germany and Italy shoppers would be least likely to (18% each).
  • 13% of respondents bought high end cosmetics or fragrance items from a department store’s e-shop during the last year, 12% from a luxury e-shop, 12% from a luxury brand’s own website, and 5% from a website abroad.   
  • 44% of health and beauty shoppers preferred to research their purchases online, while 34% said they’d rather do it in store.       
  • 50% preferred to make these purchases in store, and 34% were happy to do it online (22% via PC, 6% via tablet and 5% via phone).  
  • Only 15% of health and beauty shoppers said they did no research before purchasing in that category. 30% of Canada shoppers said they did not research, while only 7% of Poland shoppers and 5% of India shoppers said they didn’t. 
  • 65% of shoppers who purchase in this category said they made at least some purchases online in the last year. India and China shoppers were most likely to have made at least some online purchases. (78% and 76% respectively).  
  • 26% of the global sample said they had not purchased online in this category in the last 12 months. Only 11% of China shoppers and 13% of India shoppers said they had not. In the US 36% said they had not.

Contact us

Contact us

John Maxwell
Global Retail & Consumer Leader
Tel: +1 (646) 471 3728

Hans Borghouts
Global R&C Advisory Leader
Tel: +31 (0) 88 792 76 71

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