The second most popular place to purchase cosmetics in New Zealand is now the chemist (24%). However, the incidence of purchasing cosmetics at chemists has decreased by twelve percentage points in the last five years. During this same period, the incidence of New Zealand cosmetic buyers who purchased cosmetics from a supermarket increased by three percentage points (from 12% to 15%).
Cosmetics – Place of Purchase
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Source: Roy Morgan Single Source Feb06-Jan07 n=2,692 cosmetic buyers; & Feb11-Jan12 n=2,453 cosmetic buyers.
Pip Elliott, Head of Roy Morgan New Zealand, Roy Morgan Research says:
“Fiver years ago the chemist was the predominant place New Zealanders bought their cosmetics. Since then, the incidence of purchasing cosmetics at chemists has gradually decreased and department stores took the lead as of 2010. The department stores that drove this trend are notably Farmers and The Warehouse.
“There is also an increasing trend in New Zealand cosmetic buyers purchasing their cosmetics at supermarkets (now at 15%). This trend runs parallel with supermarkets having opened up their range and shelf space of cosmetic products over the past five years.
“Detailed analysis of the Roy Morgan data shows the profiles of cosmetic purchasers and how these profiles differ according to their preferred place of purchase.”