Every effort is made to ensure we offer them a comprehensive range of products, accompanied by expert advice from our store teams; extensive training is supplied to guarantee superior customer experience. Sarah Fitzpatrick, McCabes Pharmacy Category Analyst and Rebecca McMahon, McCabes Pharmacy Supervisor Swords Pavilions, share their insights into the fast developing Hair, Nail, Skin and Scalp categories.
Beauty vitamins are at a growth in pharmacy with supplements to make hair grow thicker and faster, give skin a healthy glow and improve overall nail thickness the most in demand.
At McCabes Pharmacy our customers expect expert knowledge, across all product categories.
Hair
Sarah: “Consumer lifestyle and product design is essentially the key driver here. Working with suppliers that are continually innovating and developing new technologies is essential for growth. The hair product industry is continually evolving and so are we. Our customers trust us to provide innovative new products that will deliver that all important great hair day!
This category is driven by a strong mix of central lines with a large topping of trends. We’re always monitoring market trends whilst keeping eyes peeled for new innovations and the next TikTok sensation!
This is a vast category, and there is certainly price sensitivity on the ‘non-essential’ end which is something to consider when building out a range, we like to offer something to suit all tastes and budgets.
Due to the re-opening of salons, we are naturally seeing a shift in consumer behavior – going out is the new staying in – we are seeing an increased demand for hair styling product, hair tools, and of course travel minis”.
Rebecca: “We have seen a rise in consumer demand for vitamins and supplements with key ingredients such as Biotin, which is one of the most active ingredients found in hair, skin, and nails. As Biotin isn’t stored in the body you can become low in this if there isn’t enough in your diet. Some foods that contain this vitamin are, egg yolks, some nuts and seeds, avocado, mushrooms, sweet potato, bananas, and broccoli. We recommend adding these into your diet in moderation. In recent years we find a lot of customers are coming into store having gathered their own information online so quite often they are coming in already knowing what they want”.
Nails
Sarah: “Beauty trends increasingly led by social media drive growth in this category. The nail polish market is expected to be growing at a rate of +10% in the forecast period of 2022 to 2029 (data bridge). Nail care has become a ritualistic trend among many of the millennials and gen z’s. Although a large portion of growth in this category is salon based, the growth can also be seen at a retail level, across nail varnishes and polishes as well as accessories and vitamins and supplements that contribute to nail strength and growth.
The right product mix is so important, at McCabes Pharmacy we offer a strong core line, and again top up with trending products. This category relies heavily on technology and brand presence. Brands that come to market offering new USPs drive the growth in this area.
Similar to haircare we have seen an upward curve in demand for vitamins and supplements. This is echoed across the market with global beauty supplements anticipated to grow at a CAGR of 4.8% until 2027 (Coherent Market Insights). Vitamins and minerals such as Biotin, B Vitamins, Iron, Magnesium, Omega 3 fatty Acids, Vitamins C and Zinc are key factors that contribute to healthy nails. At McCabes Pharmacy, we are seeing a shift in behavior, specifically customers investing in prevention rather than cure, with customers investing in beauty supplements at a younger age. The nail category is certainly a growth area and with restrictions lifted we are seeing significant growth on the cosmetic side, along with consistent growth across beauty supplements.
Skincare
Rebecca: “This category is particularly driven by our store advisors; we have our expert skincare advisors on duty everyday to help customers choose the right products. Our skincare advice service is also now available on our website mccabespharmacy. com. Customers answer a series of questions and are guided to the products that best suit their needs. We’ve recently added this service to our newly launched Citywest store, via a touchscreen. Customers love it! Our skincare range is fantastic, with a huge range of products from both premium and cult brands that target everything from wrinkles to dehydration, acne, pigmentation, and rosacea…just to name a few! We’ve noticed our customers are increasingly requesting vitamins and supplements that will work alongside their skin treatment, the most frequently requested skin supplement is collagen”.
Scalp
Sarah: “This category is particularly driven by our store advisors, the specialist training they receive is something we pride ourselves on. Due to the nature of this category being condition led, growth here is driven by suppliers and brands developing new technologies and innovations. Without strong assistance and product knowledge from our in-store advisors, this area could be overwhelming to customers, so staff training is crucial, so they are aware of the key differentials of each product, enabling them to match the needs of each individual customer”.
At McCabes Pharmacy, by keeping the customer at the core of our decisions, we’re confident we will always offer them the right product choice.
View the August IPN magazine here
To recieve the monthly IPN magazine, click here
