Supermarkets Come Out On Top In Toiletries Category

By Publications Checkout
Supermarkets Come Out On Top In Toiletries Category

The latest Consumer Insights study from Empathy Research has found that two-thirds of Irish consumers (66%) typically purchase toiletry items from supermarkets, as they believe they are less expensive when compared to a pharmacy or a dedicated outlet.

Significantly more males (69%) think supermarkets are less expensive for toiletries than females (63%).

Breaking this down into age categories, those aged over 45 are also more likely to think supermarkets are less expensive. The majority of 45-54 year olds (72%) and 55+ years olds (74%) think supermarkets are less expensive for toiletries compared to a pharmacy or dedicated outlet. This is significantly higher compared to 55% of 18-24 year olds, 59% of 25-34 year olds and 62% of 35-44 year olds.

71% of males are likely to purchase items such as hair products and toothpaste from supermarkets, which is significantly more than females (61%). Meanwhile, females are vastly more likely to purchase toiletry items from pharmacies than males (14% vs. 6%), and dedicated outlets (4% vs. 1%).

One in six Irish consumers (16%) typically purchase toiletry items from discounters such as Aldi or Lidl. This was higher among males (19%) compared to females (14%).

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Almost half of Irish consumers (48%) claim they typically look for special offer when purchasing toiletries, while 14% cited they stick with a preferred brand when shopping in the category

When it comes to purchasing cosmetics and beauty treatments, Irish consumers, particularly Irish females, are significantly less likely to buy these items from a supermarket. When asked where they purchase cosmetic and beauty treatments such as make-up and face masks, two-fifths (41%) of respondents said they would normally buy these items from a pharmacy. This was significantly higher among females (51%) than males (30%).

Only a quarter (25%) of Irish consumers cited they buy cosmetics and beauty treatments from supermarkets. This was predominantly driven by males (37% vs. 14% females).

Click here for more information from Empathy Research.

© 2015 - Checkout Magazine by Jenny Whelan

 

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