Where to Buy Cosmetics? Drugstores Lead
*Results of the PAYBACK Opinion Poll survey
Price, brand, or natural ingredients in cosmetics? For makeup or facial care? Where do we most willingly go on a shopping spree for beauty products? According to the latest PAYBACK Opinion Poll study, drugstores come first.
Cosmetics are a vast topic. For makeup, body care, facial care. Natural, vegan, scented. There's plenty to choose from. So where do we look for information about the products that interest us? 44% of respondents seek opinions firsthand, that is, from family and friends. However, if we have to rely solely on ourselves, one in four of us browses the internet and reads advice on various forums. For one in five respondents, the best source of information remains TV commercials and traditional printed promotional leaflets distributed in brick-and-mortar stores.
Where to Buy Cosmetics? Drugstores Lead
What type of cosmetics do we buy most often? Among both women and men, those for washing and caring for the face and body dominate (46% of indications). In addition, one in four women chooses cosmetics for washing and caring for hair, while 37% of men choose fragrance products such as perfumes or deodorants. We buy makeup cosmetics least often (6%).
Drugstore Craze
For purchasing cosmetic products, the most—as many as 74% of respondents—go to drugstores. Further down are supermarkets and hypermarkets (28%) and the internet (20%). Drugstores are our first choice for everyday shopping, as admitted by as many as 84% of respondents. Almost half visit them several times a month, while one in four goes once a week. Only for a few are drugstores a place where they buy gifts for loved ones and use additional services such as specialist cosmetic advice or occasion makeup application.
What Attracts Us to Drugstores?
Where to Go on a Beauty Shopping Spree?
What attracts us to drugstores? Definitely attractive prices and promotions, from which as many as 81% of respondents benefit. Thanks to them, they can significantly lower their bill. Over 40% spend between £10 and £20 per month on all their shopping, while one in five spends up to £10.
When choosing specific cosmetics, we pay attention not only to price (over 50% of indications), but also their natural composition, which is important to almost 40% of respondents, and brand (32%). Opinions are divided on the issue of loyalty to specific manufacturers. Half of us always buy the same products, while the rest like to experiment with new brands. As it turns out, we also willingly reach for private label offers from individual drugstores. 51% of respondents use them sometimes, while one in six uses them often.
And for What Products to the Supermarket?
To the Supermarket for Cleaning Products
The issue of buying cleaning products looks somewhat different. Almost 80% of Poles buy them most often in supermarkets and hypermarkets. One in three respondents goes to a drugstore for detergents. 36% do this type of shopping once a month, and 35% several times a month. As with cosmetics, we spend on average between £10 and £20 per month on them (44%), and one in four of us spends up to £10.
Loyalty at a Price
To win their customers' loyalty, drugstores outdo one another with programs that offer attractive deals tailored to current needs and thus increase engagement. According to our study, almost 70% of respondents participate in at least one such program. Nearly 40% derive real financial benefits from it by regularly following promotional offers. Participants in the PAYBACK Program also willingly take advantage of cosmetic offers prepared by our online partners, as admitted by one in three respondents – says Katarzyna Grzywaczewska, marketing director at PAYBACK Polska.
PAYBACK Opinion Poll
This survey was conducted among participants of the PAYBACK Program from January 14 to February 3, 2020, using an online survey method on a group of 623 people. The research group, aged 18-65, was selected to match the country's demographic structure.
Summary
The latest PAYBACK Opinion Poll study shows that drugstores remain the main destination for cosmetic shopping trips—indicated by 74% of respondents. Attractive prices and promotions play a key role, used by 81% of respondents, and when choosing specific products, price and natural composition mainly matter. Interestingly, as many as 70% of those surveyed participate in drugstore loyalty programs, which shows that the battle for customers takes place not only on the shelves, but also in apps and offers tailored to individual needs.
