Personal wellness encompasses a variety of categories, blending health, beauty, and hygiene. For 69% of shoppers, these products are part of daily rituals. Frequent replenishment cycles establish routine shopping habits, motivating shoppers to buy online, especially to save money. In terms of product selection, online wellness shoppers prioritize key details, such as usage instructions, ingredients, brand information, and consumer reviews.
For brands and marketers, this means offering easy access to comprehensive product information is essential. Shoppers need transparency to make informed choices, and clear messaging around brand values should be integrated without overshadowing product details. By blending convenience with the right information and options for replenishment, brands can build customer loyalty and effectively engage wellness shoppers online.
Moving forward, technology will increasingly simplify online shopping for personal wellness. AI will drive personalized product development and help brands analyze shopping behavior to enhance engagement and conversions. Advanced ecommerce platforms will streamline access to products, a key factor in the purchasing journey—especially in wellness categories that involve daily use or require discretion.
Personal wellness products are integral to daily routines, with shoppers prioritizing convenience, product/brand transparency, and price when shopping online.
Vince DiGirolamo, Director, North America Reports
This report is aimed at exploring consumers’ behaviors and attitudes related to shopping online for wellness-related items. Some of types of products that will be explored include vitamins/supplements, intimate hygiene/sanitary products, over-the-counter medicine, health and wellness tools/equipment, sexual wellness, and other beauty/personal care items.
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