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Brick-and-Mortar Stores Have Edge.

NEW YORK -- When shopping for cosmetics and grooming staples, Americans are inclined to visit brick-and-mortar stores, according to an online Harris Poll survey released last month.

Big-box retailers remain the top purchase location for a variety of cosmetics and grooming products, according to the survey of more than 2,000 adult buyers. The polling was conducted in English between September 19 and October 3, according to the Harris Poll, which since 2014 has been a unit of Rochester, N. Y.-based Nielsen Consumer Insights Inc. The company provides market research and opinion polling primarily through an internet panel consisting of millions of people around the globe.

Fifty-nine percent of purchasers of hairstyling products buy from big-box retailers, according to the survey. Likewise, 59% of buyers of shampoos and conditioners frequent big-box stores, as do 56% of the buyers of sunscreens and 51% of consumers of hair coloring products.

"While online shopping certainly has its role, many products may be better suited to brick-and-mortar shopping," the company said in a statement. "However, it's not always all about location. At the end of the day, price reigns supreme over purchase location, as nearly nine in 10 Americans say once they find a product they like, they'll buy it wherever they can get the best price."

Half of all buyers of cosmetics buy from big-box retail stores, as do 49% of buyers of facial care and skin care products. Retail pharmacies and grocery stores round out the top three brick-and-mortar locations in terms of purchases of the products asked about in the survey.

The survey found greater variety in purchases of cosmetics. Half of survey respondents said they purchased cosmetics at big-box stores, 39% made purchases at retail pharmacy outlets, 23% bought from department stores, another 23% made purchases from specialty beauty outlets and 22% said they bought cosmetics from online specialty beauty merchants, the company said.

The websites of mass market retailers were the most popular online channel for purchasers of grooming and cosmetics staples, according to the survey.

Among the staples covered in the survey, cosmetics were most likely to be ordered online. Four in 10 respondents reported buying cosmetics online. About one-third of respondents said they had purchased skin care or facial products online, and 30% said they had purchased hairstyling products through an online channel. Fewer went online to buy a sunscreen, shampoo or hair conditioner.

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Title Annotation:SUPPLY SIDE
Publication:MMR
Date:Jan 9, 2017
Words:397
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