Why are toiletries important?
Toiletries form a key part of the ‘everyday routine’ and the majority of toiletries purchases in convenience are planned top up (44%) rather than distress (34%). To maximise sales, simplicity and visibility are important. The category should be in a visible area of the store and clearly segmented by product type. Bestselling brands that are trusted by shoppers are crucial in this category. In deodorants this is Lynx and Sure. In skin cleansing, it’s Radox, Dove and Carex. For skincare, it’s Simple, Nivea and Vaseline. In shampoo, it’s Alberto Balsam and Head & Shoulders and in hair styling its VO5 and Silvikrin.
Why understanding affluence levels pays
An area’s level of affluence affects what Toiletries shoppers are looking for. In areas of low affluence, for example, body sprays are popular, as they double as perfume, whereas in areas of high affluence, shoppers buy more roll-ons and anti-perspirants. High affluence shoppers are more likely to buy more premium brands such as Tresemmé and Batiste, whereas low affluence shoppers tend towards the Alberto Balsam and Silvikrin brands