Key Ecommerce Statistics on Health & Beauty Category – Snapshot
Health & Beauty
Health and Beauty Ecommerce Statistics
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Online Sales of Health and Beauty Products Up in 2023
It turns out that 2023 continued to be a moderately good year for online merchants in the Health & Beauty category. Digital sales of makeup, moisturizers, vitamins, perfume and more rose, even as shoppers felt safe returning to brick and mortar stores. In addition, the median average ticket for the 55 ecommerce retailers in the Digital Commerce 360 Top 1000 in the health/beauty category was $97 in 2023, which increased from $93 in 2022.
However, much of that rise can be explained by inflation, which stood at 3.3% year-over-year in December 2022. In fact, the average conversion rate in the category dropped in 2023 to 3.4% from 4.0% a year earlier. However, the median 1,308,030 monthly unique visitors to merchants’ websites in the category increased from the 853,182 recorded in 2022.
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The Beauty Industry Grows: $30.35 billion in Online Sales
A look at total category sales in Health & Beauty suggests that more than inflation might be at work. Online sales among the Top 1000 retailers in the category reached $30.35 billion in 2023. That put the Top 1000 online share of total (brick and mortar and online) sales in the category at 7.0.
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That $30.35 billion in Top 1000 online category sales represents growth of 10.1% from the $27.58 billion in comparable sales recorded in 2022. 8.1% is the growth rate in U.S. total retail category sales, according to a Digital Commerce 360 analysis of U.S. Department of Commerce retail data.
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Demographic of Health & Beauty Shoppers
Top 1000 retailers in Health & Beauty grew the fastest in 2023 from a year prior, at 11.5. But who are these shoppers? Well, they’re everyone.
Men and women across all age groups buy in the category.
The young, however, are nearly half the market. People between the ages of 18 and 34 constitute 47.6% of health/beauty shoppers. Still, savvy retailers know not to ignore older shoppers in this category. Nearly 1 in every 6 of them (16.5%) is 55 or older.
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1. Digital Commerce 360 analysis of SimilarWeb traffic data. 2. Includes only U.S. sales from the sites of U.S.-owned retailers for consistency
with the U.S. Department of Commerce’s methodology. 3. Digital Commerce 360 analysis of U.S. Department of Commerce retail data. 4. Medians won’t sum to 100%
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