Number of Online Health & Beauty Purchases on the Rise

The latest research from Power Retail has shown that online Health & Beauty shoppers are purchasing more frequently. In 2019, the average number of online Health & Beauty purchases was 54, which is already a pretty impressive number (more than once a week if spread evenly throughout the year!).

In 2020, with the pandemic in full swing, shoppers went online to make a Health & Beauty purchase 87 times, which is enormous growth (61%). In 2021, we’re set for further growth. Based on purchase frequency from January to July, it is forecast that online shoppers will make an average of 101 Health & Beauty purchases this year. That’s 87% growth in purchase frequency in just two years.

In May, Adore Beauty released a trading update, announcing 687k active customers at the end of Q3 FY21, up 69% on PCP as well as strong retention and reengagement for customers acquired during COVID. This tracks with what we’re seeing on a larger scale —customers purchasing Health & Beauty products online more often.

Source: Power Retail Shopper Profile: Health & Beauty, July 2021

Average Order Value for Health & Beauty products is $106.16. This is slightly lower than the average for overall e-commerce spend ($123.36) but considering the price point differentiation for general e-com (which includes Electrical and Home), this is a strong AOV.

For Health and Beauty retailers, this provides a consumer benchmark. How are you tracking compared to the competition?

Power Retail’s Shopper Profile Reports are regular deep-dives into key retail categories, based on fortnightly surveys, with a minimum of 1,000 respondents each time. Free for Power Retail Switched On members, download the Shopper Profile: Health & Beauty to find out more about:
– Demographics
– AOV for Fashion Products
– BNPL Usage
– Payment Methods Generally
– Purchase Behaviour
– Cart Abandonment
– Sales Events
And more!

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