GMDC releases proprietary GMDC/Nielsen Health Beauty Wellness Hierarchy


COLORADO SPRINGS, Colo. – The Global Market Development Center on Wednesday announced the inaugural release of the health, beauty and wellness retail level sales data from its new proprietary GMDC/Nielsen Health Beauty Wellness Hierarchy. 


“The recovery of nonfood sales in stores along with increased consumer spending on self-care products was a key reason GMDC wanted to offer more detailed HBW data to our ecosystem of members,” stated Patrick Spear, president and CEO of GMDC. “By expanding our research relationship with Nielsen, we’re able to provide members with reliable, accurate data that will help them better understand the strengths of HBW inside our future retailer next-practice reports.” 


Over the past two years, nonfood categories outpaced food in terms of total store dollar growth and show strong signals these are destination categories for retailers once again. According to Nielsen, one of those categories – vitamins and supplements– had the largest increase in sales due to consumers focusing on home health care. Convenience and value stores sold the highest dollar amount of vitamins and supplements. 


The sales information gives a detailed look at trends across all nonfood categories representing products that shoppers purchase pertaining to their personal health and wellness in the food and drug channels, and extends to all channels of retail combined.


“Our company will use data from the HBW Hierarchy to get a true view of where the market is, where it might be heading and knowledge regarding how the shopper is shopping," commented Bob Richardson, director industry relations, Clorox/Burt’s Bees. "This is really a tool for planning and selling — we look at what the data is showing us and focus on building strategies around driving higher category sales and profit margins that are aligned to the evolving consumer.” 


Nielsen found that among consumers’ top 10 planned online purchases, shampoo/conditioner was first on the list, followed by vitamins and supplements, body wash, deodorant and cosmetics.


The GMDC/Nielsen HBW Hierarchy reports data from more than 91,000 stores and includes approximately 738,000 SKUs while measuring 53 categories.