Health and Beauty Retail: The Shopper Trends Shaping Growth

Health and beauty retail is evolving as shoppers rethink how they discover products, spend their money and make purchasing decisions. From promotion-led shopping in South Africa to digital beauty discovery in India and enriched online experiences in the UK, changing shopper expectations are creating new opportunities for brands and retailers.

Across these markets, affordability, digital engagement, personalisation and effective retail execution are shaping the future of health and beauty retail.

Combera has been an integral part of the Smollan group of businesses for more than a decade and brings a 50-year track record in German retail. The unified brand identity now makes this relationship clearly visible externally. Clients benefit from direct access to international resources, advanced technologies, extensive market expertise and the Group’s global network.

In an increasingly dynamic market environment, brands and consumer goods manufacturers are operating more and more across national borders. This is driving demand for trusted partners that combine global reach and consistently high standards with deep local market knowledge. The move to Smollan creates the foundation for clients in Germany to access the full range of data-driven and technology-enabled retail solutions available across the Group.

“By uniting our European businesses under one identity, we are reinforcing our promise to provide our clients in every market with consistency, meaningful insights and innovation,” said David Smollan, CEO of Smollan.

The change is an important part of Smollan’s global transformation towards an integrated, data-driven organisation. Its service portfolio is focused on three strategic core capabilities:

• Sales & Merchandising: Effective field sales management, in-store merchandising and tailored sales solutions designed to optimise presence at the point of purchase.

• Activation & Experience: Experience-led brand activations and promotions designed to increase consumer engagement across all relevant touchpoints.

• Data & Technology: AI-powered analytics, business intelligence and digital tools that provide greater transparency and enable automated processes at the point of purchase.

For existing clients in Germany, continuity remains a key priority: trusted contacts, experienced project teams and extensive expertise in the German market will remain fully in place.

“For our clients, this is much more than simply a new name,” said Max Chambers, Managing Director of Smollan in Germany. “We are combining 50 years of experience in the German market and the strength of our local teams with the opportunities of a global network. Germany is a key pillar of our European growth strategy. Operating under one brand will enable us to leverage synergies even more effectively and give our partners even more direct access to advanced technologies, pioneering innovations and best practices from more than 60 markets. This will enable us to support them even more comprehensively and sustainably in succeeding at both the physical and digital point of purchase.”

Affordability and Value Are Driving Purchasing Decisions

In South Africa, shoppers at major pharmacy retailers, including Clicks and Dis-Chem, are highly promotion-led and often wait for multibuy offers such as two-for-one and three-for-two deals.

However, these promotions can erode profit margins and encourage shoppers to prioritise discounts over brand loyalty. Promotional timing is also important. Clicks focuses on month-end and early-month promotions that align with payday and grant payments, while Dis-Chem also targets mid-month spending.

Affordability is also influencing product formats. Smaller packs of fragrances, body sprays and personal care products are gaining traction because they offer accessible price points.smollan.com.

For brands and retailers, the opportunity is to balance promotions with meaningful value. Understanding shoppers’ spending patterns and priorities can help brands develop more effective pricing and promotional strategies.

Digital Discovery Is Reshaping Beauty Shopping

Digital channels are increasingly influencing how shoppers discover and evaluate health and beauty products.

In India, social media creators, online reviews and digital content are shaping beauty purchasing decisions. NielsenIQ reported in June 2025 that online beauty sales in India grew more than 10 times faster than offline sales, underscoring the importance of digital channels.

In the UK, enriched product content is helping shoppers explore products online. Across Smollan’s retail beauty network, shoppers who engage with enriched product content have an average add-to-cart rate 38% higher than those who don’t.

When this content appears directly beneath the main product image gallery, 75% of shoppers engage with it, spending an average of 23 seconds exploring brand storytelling and product information. Smollan has also seen conversion uplifts of 3–5% associated with engagement with enriched product content.

These findings highlight the importance of informative product descriptions, engaging visuals and accessible product information in helping shoppers move from discovery to purchase.

Local Relevance Creates Opportunities for Growth

Health and beauty preferences vary by culture, climate, location, and purchasing power.

In India, shoppers’ needs range from traditional hair-oiling routines to specialised skincare and sun protection. Consumers increasingly explore ingredient-led products while staying mindful of affordability and value.

Growth is also extending beyond major metropolitan areas, with shoppers in smaller cities gaining access to specialised skincare and emerging brands.

In South Africa, shopping baskets are shifting towards skin cleansing, hand and body care, and dental products. Social media and influencer trends are shaping demand, while new formats such as body oils, scrubs, and bath products are increasing competition for shelf space.

Brands need to understand these local differences and translate shopper insights into relevant product ranges, clear messaging and effective merchandising.

Everyday Wellness Is Expanding the Category

The boundaries between beauty, personal care and wellness are becoming less distinct as consumers incorporate new products into their daily routines.

In India, sun protection is increasingly becoming part of everyday skincare rather than being limited to summer or holiday occasions. Functional hydration products, including electrolyte drinks and hydration powders, are also creating new consumption occasions.

South Africa presents similar opportunities. For example, promoting sunscreen in winter can reach shoppers who are planning, rather than focusing exclusively on summer demand. Combined body and tissue oil formulations are also gaining popularity.

These developments give brands opportunities to connect products to everyday needs and introduce shoppers to new uses and routines.

Effective Retail Execution Remains Essential

While digital discovery is growing, physical retail execution remains critical to converting shopper interest into sales.

The South Africa market sees competition between pharmacy retailers extending beyond pricing with Dis-Chem strengthening its position through its Better Rewards programme, in-store promoter presence and staff training.

Promotional complexity can create challenges when shoppers and employees struggle to understand discounts and price points. Stock availability is another concern, with Clicks experiencing on-shelf availability challenges linked to forecasting and replenishment transitions.

These examples highlight the importance of clear promotional communication, knowledgeable store teams and reliable product availability.

Shopping patterns are changing, too. Health and beauty retail is shifting toward midday and late-afternoon peaks, alongside increased demand for weekend service support. Understanding these patterns can help retailers improve staffing, merchandising and product availability.

Turning Shopper Insights into Growth

Across South Africa, the UK and India, affordability, digital discovery and changing consumer expectations are shaping health and beauty retail.

South African brands must navigate promotion-led shopping and price sensitivity. In the UK, enriched digital product experiences can support shopper engagement and conversion. In India, regional diversity, online discovery and everyday wellness are creating new growth opportunities.

For brands and retailers, success depends on turning these insights into action through relevant product experiences, effective promotions and strong retail execution.

Ultimately, understanding shoppers is only the starting point. Applying those insights at the point of purchase helps brands respond to changing needs, build stronger connections and win in health and beauty retail.

Sources and Further Reading

This article draws on insights from Trade Intelligence (TI), a Smollan company, including its Health and Beauty Report 2026/2027, alongside market research and retail observations across the UK, India and South Africa.

At Smollan, we connect shopper insights with retail execution to help brands turn changing health and beauty behaviours into growth. From understanding local shopper needs to optimising digital retail experiences, promotions and in-store engagement, we help brands connect with shoppers across physical and digital channels.

By bringing data and technology together with effective execution, brands can create more relevant shopper experiences, build purchase confidence and win at the point of purchase.