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Of the non-cosmetic assortment sold in cosmetics stores, household chemicals generate the highest revenues, according to PMR estimates. The full findings of the analysis were presented during a recent PMR In-Sector Insight event.
Drugstore chains expand non-cosmetic offer
Over the past few years there has been a clear trend in Poland for drugstores to increase their assortment of non-cosmetic products. In the case of some chains we might even talk of gradual evolution into a specialty supermarket.
Among the largest players, Super-Pharm has the highest share of revenue from non-cosmetic products, at 55% in 2019. But Rossmann generates the most revenue in absolute terms, reflecting its unmatched scale (more than 1,500 stores).
The chain with the lowest revenue share from non-cosmetic products is Hebe. They do not figure prominently in its strategy. Its offer in this area is limited to products tangential to cosmetics, such as cosmetic accessories, hygienic products, or household chemicals.
Household chemicals account for a fifth of non-cosmetic sales
Of the different non-cosmetic categories, household chemicals are the biggest revenue generator for leading drugstore chains, accounting for nearly 19% of their non-cosmetic sales. Household chemicals are also the most widely purchased category: in a PMR survey carried out in January 2021, 56% of respondents who reported buying non-cosmetic products in drugstores said they bought household chemicals there, more than any other product.
Also substantial sources of revenue are health products, accounting for 18% of non-cosmetic sales; and food, contributing 15%. In both categories, impulse products displayed near the checkout counter play a big role.
In health, the top revenue generator are dietary supplements, and in food, sweets and beverages. Again, the PMR survey conducted in January 2021 showed these are also products purchased by the largest numbers of customers.
A big part of drugstore chains’ non-cosmetic offer is quite far removed from their product core. Products that fall under broadly defined “beauty” (e.g. hygienic products, cosmetic accessories, hair trinkets) account for only a fifth of the total.
Wiadomości kosmetyczne is the media partner of the event.
About the author
Retail Market Analyst
Analyst with over four years of experience in retail market. Areas of specialization: clothing and footwear market, cosmetics market and e-commerce.