The trend: Health and personal care is a large, high-frequency shopping category both in-store and online, with consumers regularly trying new products, according to EMARKETER’s US Consumer Path to Purchase July survey of 1,761 shoppers ages 15 to 80. Examples of health and personal care products in this survey include products like vitamins, toothpaste, and sunscreen.

Health and personal care are among the most-shopped categories across channels.

• 78% purchased these products in-store in the past six months, which is second only to food and beverage (93%) among 10 categories we surveyed.
• Health and personal care shopping was also second-highest online, with 44% saying they made a purchase online in the category over the last six months, behind clothing (62%).