Glam insights on the
Health & Body shopper
From the best in viral beauty trends to suncare and dental hygiene, shoppers are always seeking the best in Health and Body.
As one of New Zealand’s largest Health and Body retailers, shoppers look to Woolworths for advice, education and inspiration as they shop the health and body aisle.
Our Category Collection Health and Body research sought to understand how shoppers are behaving in the category. These insights will help inform strategic retail media solutions, which help your brand reach, engage and convert category shoppers.
See what else we discovered about Health & Body shoppers below.
We spoke to 2,221
Health & Body shoppers
Cartology conducted a national survey via the Woolworths Group Gather Panel, to go deeper with Health & Body category shoppers across 6 key sub categories.
The study looked at purchase drivers, shopping behaviours, retail media interactions and expectations of brands.
shoppers
survey
We researched;
Oral care, hair care, skin care, personal wash, cosmetics and medicinal.
Oral care, hair care, skin care, personal wash, cosmetics and medicinal.
So, what did Health & Body shoppers tell us?
Quality is the top purchase driver.
Across all Health and Body subcategories, shoppers ranked quality as their top priority, ahead of factors such as price.
Health & Body purchases are planned.
85% of purchases in the category are planned, while cosmetics are the most likely subcategory for impulse purchases (30%).
Brand switching, powered by price & experimentation.
1 in 2 shoppers switch brands, largely driven by price and experimentation. Product trial soars in cosmetics with 63% of shoppers experimenting.
Sub-Category Spotlight - Oral Care
9 in 10
shoppers last purchased an Oral Care product because they planned to.
85%
of those who last purchased an Oral Care product on impulse, were motivated by discounts.
1 in 2
buy Oral Care products from the supermarket to take advantage of loyalty and rewards programs.
Book in your Health & Body category deep dive session today!
Get in touch with the Cartology team to book in your Category Collection deep dive.
Source: Woolworths Gather Panel, Cartology, Category Collection shopper research series (Baby, Drinks, Health & Body, Pet Care and Snacks), 2023