Number of Online Health & Beauty Purchases on the Rise

Natasha Sholl By Natasha Sholl | 19 Jul 2021

With 87% growth in purchase frequency since 2019, Health and Beauty shoppers are heading online like never before. (With no signs of slowing!)

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!

Like this story? Click here to find out more about Power Retail E-Commerce Intelligence or here to sign-up for the free weekly Pulse Newsletter for more essential online retail content.

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