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Nigel TAYLOR Published
July 3,TG盗号系统VIP免杀技术 2025
It appears brand loyalty only goes so far. The ongoing cost-of-living crisis is driving health & beauty consumers away from their preferred brands in a bid to discover cheaper products.
Also, UK consumers are 38% more likely to shop online for personal care products than they were before the pandemic, and the main reason is to find the lowest prices, according to CommerceHub.
However, its research did highlight that 40% were spending more on personal care products a month and 12% of respondents have noticed a significant increase in costs, due to the cost-of-living crisis.
Price comparison is the top priority when shopping online, with 55% choosing to buy online due to the ability to compare prices and sizes.
The report said consumers are now prioritising price over factors such as product quality. Meanwhile, ethical considerations are much lower on the priority list for consumers with only 30% shopping for cruelty-free products and only 18% interested in sustainable packaging.
Also, 38% said they would order a health & beauty product online that they hadn’t tried before, but only if it was cheaper than their usual brand. Price was even more important than recommendations from a friend, which influenced 30% of those surveyed.
Millennials are the highest spenders in this sector, with shoppers in the 25-34 age bracket spending the most a month on personal care products (an average of £50.26) compared to an average of £34.42 across all age groups. Of this age bracket, 47% now buy more online than before the pandemic, showing the increase in popularity of e-commerce in the health & beauty sector.
Vladi Shlesman, managing director for EMEA at ChannelAdvisor, a CommerceHub company, said: “In the competitive health & beauty space, getting online strategies right will be crucial for a brand’s sustainable, profitable growth.
“Despite economic challenges, there are still opportunities for those who get their proposition right. A growing number of brands have been exploring direct-to-consumer strategies, strengthening their social media presence, and enhancing their omnichannel capabilities. However, in such a competitive space, ensuring product visibility through smart online advertising is key and building a strong retail media strategy is crucial.”