Category advice

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Health & Beauty

Market Insight

Did you know? – 18% of shoppers do not know that toiletries are sold in their local convenience store.

(Unilever Partners for Growth)

Merchandise toiletries and baby products at front of store near the till area. This category offers good incremental sales and margin opportunities

Focus on Core range – to meet shopper needs, the range stocked must focus on breadth of needs rather than depth of choice – ie. not having several variants

Communicate Value – PMPs in Health & Beauty are typically very competitive versus non-PMPs and offer real value for money

A good concise baby range with the leading brands can be a real footfall driver.

62% of mums will shop elsewhere if they can't find the baby brand they are looking for in store

(Better Wholesaling 2018)

There are a high level of promotional sales in this category.

Utilise our deals to drive additional sales in your store

£1 PMP are a key price point – An essential everyday value offer that will drive your sales.

Many retailers have specific £1 bays/areas

Who are the Brand Leaders and Best Sellers?

Washing & Bathing

Hand Wash

  • Brand leader: Carex
  • Best seller: 508093 – Carex Hand Wash Original PM £1 250ml

Shower Gel

  • Brand leader: Radox
  • Best seller: 214274 – Radox Shower Feel Awake PM £1.00 250ml

Soap Bar

  • Brand leader: Dove
  • Best seller: 948274 – Dove Cream Bar Original 100g

Baby

  • Brand leader: Pampers
  • Best seller: 306166 – Pampers Baby Dry Extra Large PM £4.99 19's

Deodorants & body Spray

  • Brand leader: Lynx
  • Best seller: 40236 – Lynx Body Spray Africa PM £3.29 150ml

Female Care

  • Brand leader: Always
  • Best seller: 493664 – Kotex Maxi Night-time PM £1.15 10's

Oral care

Toothpaste

  • Brand leader: Colgate
  • Best seller: Colgate UCP £1

Toothbrush

  • Brand leader: Colgate
  • Best seller: 363106 – Wisdom Regular Medium

Mouthwash

  • Brand leader: Listerine
  • Best seller: 513394 – Listerine Coolmint 250ml

Shaving

  • Brand leader: Gillette
  • Best seller: 269722 – Gillette Blue II Fixed Razors 5's

Merchandising Tips

Merchandise sub-categories together to make it easier for shoppers to navigate and find what they are looking for e.g oral care, female toiletries and washing and bathing. Where possible ensure female care is separated from men's toiletries.

  • Shaving
  • Male Toiletries
  • Oral Care
  • Washing & Bathing
  • Shampoo & Conditioner
  • Female Toiletries
  • Female Care
  • Baby Food
  • Baby Toiletries
  • Baby Toiletries
Health & Beauty products

Sales Contribution by Sub Category

Sales Contribution by Sub Category piechart

  • Baby Care 25%
  • Female Care 22%
  • Washing & Bathing 17%
  • Oral Care 11%
  • Hair Care 10%
  • Deodorant/Body Spray 8%
  • Male Toiletries 4%
  • Skin Care 2%
  • Cosmetics 1%
Health & Beauty

Must Stock Lines

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Baby foodBaby Toiletries
Oral CareMale ToiletriesHair Care
Washing & BathingSkin Care, Female Deodorants & Body SpraysFemale Care
Crisps & Snacks

Planograms

We suggest you stock the following range:

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1m x 6 Health & Beauty Shelf 1
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1m x 6 Health & Beauty Shelf 5
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1m x 6 Health & Beauty Shelf 6
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We suggest you stock the following range:

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2m x 6 Health & Beauty Shelf 1
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2m x 6 Health & Beauty Shelf 2
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2m x 6 Health & Beauty Shelf 3
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2m x 6 Health & Beauty Shelf 4
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2m x 6 Health & Beauty Shelf 5
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2m x 6 Health & Beauty Shelf 6
View Shelf 6 Products

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