Walmart, grocery, Target top personal care market share in TABS survey


SHELTON, Ct. — TABS Analytics has released the results of its Personal Care Study, showing that Walmart is the retailer with the largest market share of the $40 billion personal care market. Following behind Walmart’s 19.4% share are such traditional food retailers as Kroger and Publix with their 16.6% share, with Target and its 12.8% market share rounding out the top three.

“Walmart, traditional food stores and Target are the clear winners in the personal care market with almost 50 percent of all estimated purchases,” TABS Analytics CEO and founder Dr. Kurt Jetta said. “Unlike what we see in beauty where online sales is a key driver, online sales in personal care products is relatively unimportant coming in at just 3.1 percent of market share.”

Beauty products bought online made up 9% of purchases, whereas online sales of personal care saw a 3.1% market share, making up only $1.2 billion of the personal care market. Eighty-two percent of online personal care transactions were done through Amazon, and, TABS reported.

Nearly a quarter of the personal care market belongs to drug and dollar stores, though, with 24.7% market share going to Walgreens, CVS and dollar stores combined. And these three spaces see many heavy deal buyers, which TABS attributes to more deals offered through their loyalty programs and circulars than at Walmart, where heavy deal buyers trend away from. Rewards programs are slightly more popular (32%) than circulars, which 30% of shoppers said they used. And among heavy deal buyers, 16% buy organic products, compared with the 80% of total respondents who purchase organic products.

Millennials are less inclined to shop based on deals, particularly circulars and freestanding inserts, even as 90% of those surveyed said they used at least one deal tactic regularly. Millennials and high-income shoppers also make up a large share of Target’s personal care business, which is underdeveloped among adults between the ages of 35 and 44 years old, which make up 37% of the total consumer base to millennials’ 24%. Hispanic respondents made up 33% of heavy purchasers.

The study surveyed 1,000 consumers between 18 and 75 years of age, examining how much they buy and how often across the hair care, deodorant, personal wash, mouthwash, toothpaste, feminine care and adult incontinence categories.

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