Glam insights on the
Health & Beauty customer
From the best in viral beauty trends, to suncare and dental hygiene customers are always seeking the best in Health and Beauty. As one of Australia’s largest Health and Beauty retailers, Customers look to Woolworths for advice, education and inspiration as they shop the health and beauty aisle.
Our Category Collection Health and Beauty research sought to understand why and how customers are shopping in the category. These insights will help inform strategic retail media solutions, which help your brand reach, engage and convert category customers.
See what else we discovered about Health & Beauty customers below.
We spoke to 2,221
Health & Beauty customers
Cartology conducted a national survey via the Woolworths Group Gather Panel, to go deeper with Health & Beauty category customers across 6 key sub categories.
The study looked at purchase drivers, shopping behaviours, retail media interactions and expectations of brands.
customers
survey
We researched;
Oral care, hair care, skin care, personal wash, cosmetics and medicinal.
Oral care, hair care, skin care, personal wash, cosmetics and medicinal.
So, what did Health & Beauty customers tell us?
Quality is the top purchase driver.
Across all Health and Beauty subcategories, customers ranked quality as their top priority, ahead of factors such as price.
Health & Beauty purchases are planned.
85% of purchases in the category are planned, while cosmetics are the most likely subcategory for impulse purchases (30%).
Brand switching, powered by price & experimentation.
1 in 2 customers switch brands, largely driven by price and experimentation. Product trial soars in cosmetics with 63% of customers experimenting.
Sub-Category Spotlight - Oral Care
9 in 10
customers last purchased an Oral Care product because they planned to.
85%
of those who last purchased an Oral Care product on impulse, were motivated by discounts.
1 in 2
buy Oral Care products from the supermarket to take advantage of loyalty and rewards programs.
Book in your Health & Beauty category deep dive session today!
Get in touch with the Cartology team to book in your Category Collection deep dive.
Source: Woolworths Gather Panel, Cartology, Category Collection customer research series; Baby, Drinks, Health & Beauty, Pet Care and Snacks 2023, Produce and Deli 2024.