Health & Beauty Snapshot Report
Health & Beauty
Health and Beauty Ecommerce Statistics
Online Sales of Health and Beauty Products Up in 2022
It turns out that 2022 was a moderately good year for online merchants in the health and beauty category. Digital sales of makeup, moisterizers, vitamins, perfume and more rose, even as shoppers felt safe returning to brick and mortar stores. In addition, the median average ticket for the 56 ecommerce retailers in the Digital Commerce 360 Top 1000 in the health/beauty category hit $93 in 2022, a rise of more than 12% from the $83 recorded in 2021.
However, much of that rise can be explained by inflation, which stood at 6.5% year-over-year in December 2022. In fact, the average conversion rate in the category dropped in 2022 to 4.0% in 2022 from 4.1% a year earlier. Similarly, the median 853,182 monthly unique visitors to merchants’ websites in the category was a drop of 13.3 percent from the 983,885 recorded in 2021.
The Beauty Industry is Booming: $26.76 billion in Online Sales
A look at total category sales in health and beauty suggests that more than inflation might be at work. Online sales among the Top 1000 retailers in the category reached $26.76 billion in 2022. That put the Top 1000 online share of total (brick and mortar and online) sales in the category at 6.7% – an increase of more than 6% from the 6.3% penetration of a year earlier. In other words, the dollar value and the total share of online sales rose last year.
That $26.76 billion in Top 1000 online category sales represents growth of 9.6% from the $24.3 billion in comparable sales recorded in 2021. That’s more than double the 3.7% growth rate in U.S. total retail category sales, according to a Digital Commerce 360 analysis of U.S. Department of Commerce retail data.
Demographic of Health & Beauty Shoppers
In March of 2023, Digital Commerce 360 and Bizrate Insights surveyed 1,053 online shoppers and asked about their purchasing behaviors in the health and beauty category. Among the positive pieces of data uncovered is that beauty/health retailers serve an active and engaged group of shoppers who frequently test and replenish products. 70% of online shoppers buy beauty products online at least monthly.
So 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 47.2% of health/beauty shoppers. Still, savvy retailers know not to ignore older shoppers in this category. Nearly 1 in every 5 of them (18.9%) is 55 or older.
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%