Category advice

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Health & Beauty

Market Insight

Category advice2022

 

Focus on core toiletries by offering a breadth of needs rather than a depth of choice. Refer to our 'Must Stock Lines'.

62% of Baby Care shoppers will shop elsewhere if they can't find the brand or product they're looking for – ensure you're stocking the must stock baby range as a minimum and it is easy to locate in store.

(Supplier Manufacturer Data – Danone)

Dual siting using clip-strips or display units can drive additional sales during seasonally periods – for example Lip Balm during the winter (Chapstick) or Toothbrushes all year round.

(771128 - Wisdom Regular Firm 12/6)

Stock PMPs as they give shoppers price confidence.

43% of shoppers say they are more likely to shop in a Convenience store that sells price-marked packs.

Price, brand and product quality are the three most important influences on a Personal Care shopper's buying choice.

(Lumina Intelligence CTP – December 2021)

More than 1 in 3 personal care shoppers will NOT switch brand if their usual product isn't available in store.

(Lumina Intelligence CTP – December 2021)

Ensure you stock a range of hand wash.

Despite the removal of pandemic restrictions and a return to 'normal', sales of hand hygiene products are still significantly higher than before the pandemic.

SKU: 764308

Carex Handwash

£1.29

SKU: 355654

Dettol Handwash

£1.29

 
Washing hands

Brand is the most important factor for a shopper when buying into the Baby Milk category.

Make sure that beacon brands are clearly visible on shelf.

SKU: 444454

Aptimil First Milk

SKU: 444408

Cow & Gate First Milk

Nappy size is important to shoppers.

With limited space, nappy sizes six, five and four should be prioritised – and extend with sizes three and two within stores that have more space.

Merchandise male toiletries together on shelf to drive sales.

Stock popular brands such as Gillette, Lynx and Head & Shoulders. This will make it easier for shoppers to find what they're looking for.

Display razors on shelf, rather than behind the till. If you MUST keep them behind the till, signpost them from the male toiletries shelf and make sure the selling prices are clearly visible so a shopper doesn't need to ask, as this can be a purchase barrier.

Make sure you stock both male AND female deodorants and that your range includes body sprays, anti-perspirants and you have both aerosols AND roll-ons as shoppers are format-loyal.

SKU: 801274

Lynx Africa

£3.49

SKU: 742330

Impulse Tease

£1

Information correct at time of print.

Health & Beauty

Must Stock Lines

Category advice2022

 

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:

Must stock linesMust stock lines
Must stock linesMust stock linesMust stock lines
Must stock linesMust stock linesMust stock lines
Health & Beauty

Planograms

Category advice2022

 

We suggest you stock the following range:

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We suggest you stock the following range:

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