Nonfood Sales Recover As Consumer Spending On Self Care Rises

The Global Market Development Center (GMDC) has released inaugural health, beauty and wellness (HBW) retail level sales data from its new proprietary GMDC/Nielsen Health Beauty Wellness Hierarchy. The sales information gives a detailed look at trends across all nonfood categories representing products that shoppers purchase pertaining to their personal health and wellness in the food and drug channels, and extends to all channels of retail combined.

Over the past two years, nonfood categories outpaced food in terms of total store dollar growth and show strong signals these are destination categories for retailers once again. According to Nielsen, one of those categories—vitamins and supplements—had the largest increase in sales due to consumers focusing on home health care. Convenience and value stores sold the highest dollar amount of vitamins and supplements.

“The recovery of nonfood sales in stores along with increased consumer spending on self-care products was a key reason GMDC wanted to offer more detailed HBW data to our ecosystem of members,” said Patrick Spear, president and CEO of GMDC. “By expanding our research relationship with Nielsen, we’re able to provide members with reliable, accurate data that will help them better understand the strengths of HBW inside our future retailer next-practice reports.”

Nielsen found that among consumers’ top 10 planned online purchases, shampoo/conditioner was first on the list, followed by vitamins and supplements, body wash, deodorant and cosmetics.

“Our company will use data from the HBW Hierarchy to get a true view of where the market is, where it might be heading and knowledge regarding how the shopper is shopping. This is really a tool for planning and selling—we look at what the data is showing us and focus on building strategies around driving higher category sales and profit margins that are aligned to the evolving consumer,” said Bob Richardson, director industry relations, Clorox/Burt’s Bees.

The GMDC/Nielsen HBW Hierarchy reports data from more than 91,000 stores and includes approximately 738,000 SKUs while measuring 53 categories.

In addition to the HBW Hierarchy release and GMDC’s focus on helping retailers understand the importance of consumer health and wellness spending, Nielsen recently hosted an infocast titled “What’s Next for Health and Wellness at Retail?”—a live web event featuring Nielsen Director of Strategic Insights Andrew Mandzy. On behalf of the GMDC Educational Leadership Council, Mandzy showcased trends that will have the greatest impact on tomorrow’s merchandising that will define actionable steps for retailers to follow. Watch the archived event here.

About The Author

An eight-year employee of The Shelby Report who writes for and about food. In previous lives, she worked at a police department in Texas and an amusement park in Arkansas. She also was a newspaper publisher for more than a decade. Not sure which of those qualified her for this job.

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