Advice on shopper must have items within Personal Care
Already showing strong growth pre-pandemic, it has seen a significant increase of 42% during the pandemic and is now worth £312M to the convenience channel reflecting a dramatic change in consumers' consideration of where and how often to buy personal care products. In the convenience channel, hand wash product sales have grown a whopping 320%, haircare 50%, skincare 42% and shower 31%. Getting it right is a sure-fire way to keep customers coming to your store.
With an increasing number of people purchasing into this category, and shopper missions changing away from main big store shops, consider expanding personal care ranges particularly in core toiletries products.
If challenged with limited space for Personal Care, future proof your range by adapting your shelf offering to cater for the growth thread in hygiene demand, and, also on everyday essentials moving into recession.
Make sure you do not run out of everyday use items bought as a distress purchase, such as shampoo, soap, deodorant, and toothpaste.
Quickly check the affluence of your customers to ensure you are meeting their needs and are stocking the right brands and SKU’s. Simply visit Check My Area to double check your customers’ affluence and check your range.
Advice for Low Affluence Stores
In areas of low affluence, flex your range towards more affordable brands across the different segments
Key categories to focus on would be Shower/Bath and Deodorants. Body Sprays are popular as they can double up as perfume
Advice for High Affluence Stores
Flex your range towards more premium brands across the different segments, particularly on Hair and Skincare
High affluence shoppers are more likely to buy more premium brands such as Tresemmé and Batiste
I couldn’t recommend Partners for Growth highly enough! I used the advice across 3 categories within the store - Toiletries, Laundry and Household - focusing on best sellers and product layout and saw a sales increase of at least 20% across the board. I am really pleased with these results - my turnover improved and I’m keeping the fixtures re-laid as per their advice.
Award winning category management advice for growing your sales based on knowledge and insight from Unilever category experts, plus business advice from our Retailer Advisory Panel of award-winning UK convenience retailers.