Drug, Health and Beauty Retailers and Digital Commerce 2016: Trends and Benchmarks - eMarketer
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Drug, Health and Beauty Retailers and Digital Commerce 2016: Trends and Benchmarks

eMarketer Report

By: eMarketer

Published: November 18, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Multichannel drugstores haven’t seen as much ecommerce traction as other sectors. Specialty retailers focusing on beauty products have been more successful, helping overcome many of the barriers digital shoppers once had to buying cosmetics without being able to try them first.

  • Drugstores and specialty beauty retailers selling beauty products have different levels of digital adoption. Beauty stores approach double-digit ecommerce penetration, while drugstores barely creep above 1%. Drugstores are beginning to amp up their cosmetic and personal care offerings to gain share from their successful competitors.
  • Mobile has become an important shopping tool in this sector, both in-store and digitally. Even as personal care and cosmetics are selling online in growing numbers, this sector has a strong physical component, which retailers increasingly recognize.
  • Digital trends in this category match what’s happening with retail generally, but staples like loyalty programs and advances like augmented reality (AR) are more important for drugstores and specialty beauty stores.

"Retail ecommerce sales of health and personal care products are forecast to reach $28.56 billion in 2016 and make up 7.2% of total US retail ecommerce sales."

Table of Contents

About eMarketer’s ‘Retailers and Digital Commerce’ Reports

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Retail Sales: The Beauty of Digital Influence

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Consumer Behavior: Stores Can’t Be Ignored

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Drug, Health and Beauty Store Trends

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8 charts are included in the full report:

Drug, Health and Beauty Retailers and Digital Commerce 2016: Trends and Benchmarks

US Health and Personal Care Retail Ecommerce Sales, 2015-2020 (billions, % change and % of total retail ecommerce sales)

Retail Sales: The Beauty of Digital Influence

US Health and Personal Care Store Retail Sales, 2005-2015 (billions and % of total retail sales*)

US Health and Personal Care Retail Ecommerce Sales, 2015-2020 (billions, % change and % of total retail ecommerce sales)

Consumer Behavior: Stores Can’t Be Ignored

Top 10 Beauty Websites Among US Internet Users, Ranked by Market Share of Visits, June 2016

US Internet Users Who Prefer to Purchase Products In-Store vs. Digitally, by Category, Aug 2016 (% of respondents)

US Digital Shoppers Who Have Purchased Personal Care/Beauty Products Digitally, by Category, May 2016 (% of respondents)

Retail Technologies that Would Improve the Shopping Experience According to US Smartphone Users, by Product Category/Retailer Type, Nov 2015 (% of respondents)

Top 7 Retailer Apps Used by US Smartphone Users for In-Store Savings, Sep 2016 (% of respondents)

Drug, Health and Beauty Store Trends

Leading Investment Areas for Loyalty Programs According to US Retail Loyalty Professionals, by Category, March 2016 (% of respondents)