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Health and personal care is slated to become a major ecommerce category. The most prominent ecommerce-buying trend of the last few years has been the explosive growth of essential goods, including personal hygiene products and household goods.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, the economic blackout day made an impact, ecommerce buoys beauty, and luxury spending continues.

NWSL secures key women-led sponsorships: E.l.f. Cosmetics and Unwell partner with the soccer league, marking a shift in how beauty and lifestyle brands invest in sports.

A growing share of Amazon鈥檚 health and personal care product sales come from subscriptions. This is a crucial category for the ecommerce giant. Our Amazon forecast predicts health and personal care will be its fastest-growing category over the next two years.

Consumers are looking online for value in grocery and health and personal care. Retailers that can stand out on pricing and customer service are best positioned to win a share of their spending. Key takeaways for retailers and brands:. Double down on mcommerce.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

Stores lead in conversion for shoppers buying new brands and products across food and beverage, household supplies, and health and personal care. But ecommerce still plays a role: More than one-third of shoppers who purchased a new food and beverage item did so online, with even higher rates for the other two grocery categories. Beauty and furniture and home goods were evenly split.

Instead, automated purchasing in daily usage categories such as coffee, pet care, baby care, vitamins, health and nutrition, and personal care removes friction without creating product waste. Invest in TikTok and Instagram to catch a wave of brand awareness. The emerging center of gravity for CPG brand discovery is TikTok.

Their everyday essentials business, so we're talking health, personal care, beauty, plus non-perishable grocery items, that's growing 50% faster than the rest of its retail business.

Health & personal care and apparel & accessories: Both categories saw solid gains with consumers spending heavily on new clothes and cosmetics as they returned to their offices, ventured out on trips, and engaged in other experiences such as dining out. That helped the health and personal care category鈥檚 sales rise an estimated 9.1% and apparel and accessories grow 5.6%.

Target is aiming for a bigger piece of the US health and personal care market, which we forecast to grow 3.2% to reach $732.19 billion this year.

Beauty brands and retailers target Gen Alpha spending as growth slows: Their beauty obsession makes them a natural focus, but companies have to tread carefully.

That helps the overall category, especially since the experience of buying health and personal care items in-store can be inconvenient in comparison, he said. Essentials boom: This year, food and beverage and health, personal care, and beauty categories will account for 20.9% of ecommerce sales.

Health, personal care, and beauty is benefiting from the self-care trend. Health, personal care, and beauty is a standout ecommerce category. Sales growth has slowed significantly from 41.9% in 2023, but it remains strong as consumers continue to focus on wellness amid the ongoing cost-of-living crisis.

We have healthcare and personal care projected to grow at 4.8% this year in 2024. Hair care in particular though, is going to grow at 6.6%. That's for US retail sales according to our forecast. So I think it makes sense that they're expanding their reach by getting into another industry, maybe expanding their audience and maybe getting their current consumer to buy more. Jeremy Goldman (04:06):.

Categories with the highest mobile penetration include personal care (77%), groceries (68.2%), and apparel (60.8%), which Adobe Digital Insights lead analyst Vivek Pandya attributed to the fact that 鈥渃onsumers have embraced mobile shopping for purchases that are more frequent and lower in price.鈥�.

Beauty demand is falling back to earth: While beauty spending has been incredibly resilient, consumers are gradually becoming more price-conscious in their buying habits.