Category advice

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Health & Beauty

Market Insight

Category advice2023


Stock PMPs as they are footfall drivers.

Nearly 50% of shoppers say they are more are more likely to shop in a Convenience store that sells price-marked packs.

Baby Care

Shoppers are valuable as they spend up to 38% more than the average shopper, ensure to stock the Must Stock Baby range as a minimum.

(Kantar Worldpanel Data)

Shoppers look for brands that they know and trust.

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

Checkout our Must Stock range which includes key brand SKU's.

Pack Formats

Where space allows, stock multiple pack formats of categories as shoppers are usually format loyal. i.e deodorant aerosols and roll-on deodorants.

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

(Lumina Intelligence CTP – December 2021)

Focus on core toiletries by offering a breadth of needs rather than a depth of choice.

Refer to our 'Must Stock Lines'.

Health & Beauty

Market Insight

Category advice2023


Baby Food and Baby Care

  • 2/3 of baby care shoppers will go elsewhere if they can't find their usual brand on shelf
  • Pants account for 34% of nappy sales which are forecast to grow to 50% of the category by 20301
  • Sales of nappies size 6 and above have tripled over the past 8 years, accounting for 34% of sales in 20221

Source: [1] Supplier Manufacturer Data: Procter & Gamble, 2022.

Baby Food and Baby Care

Male and Female Toiletries

Male and Female Toiletries

  • It is important to stock both male and female razors (particularly in larger stores) as they are designed to meet different needs
  • Shoppers are loyal to either gel or foam. Make sure you stock both in store.1
  • 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.

Source: [1] Supplier Manufacturer Data.

Oral Care

  • Oral care category is growing at +11.6% in independent channel1
  • Maximise oral care sales, by stocking a range of toothpastes that cover the biggest segments of sales – daily care, whitening and sensitive.
  • Ensure you have a toothbrush, toothpaste and mouthwash merchandised on shelf.

Source: [1] Nielsen – Oral Care – Total Market & Impulse – Value Sales – MAT: 01.10.2022.

Oral Care

Hair & Skin Care

  • 77% of hair care trips feature only one hair care item. Be sure to merchandise complete ranges from cross-category sales1
  • 64% of UK women have long hair1
    Stock up from a variety of brands like Palmolive, Head & Shoulders, Balsam and RESemmé to meet their needs.
  • 40% of hand creams are bought on impulse.2
    Make sure to stock a variety of products to meet the customer requirements from hand cream, lip care and facial wipes.

Source: [1] Proprietary Brand Manufacturer Research: Procter & Gamble, 2023. [2] Supplier Manufacturer Data: Johnson & Johnson, 2021.

Female Care

  • The basket size of a female care shopper is up to 30% more valuable than the average health & beauty shopper.1
  • Stock a range of different formats (sanitary towels and tampons) and absorbencies as 67% women still experience leaks.1
  • Position female care close to baby care where possible as many customers cross shop between the two categories.

Source: [1] Manufacturer Data: P&G, 2021.

Information correct at time of print.

Health & Beauty

Must Stock Lines

Category advice2023


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

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