Toothpaste continues to be the most frequently purchased personal care item amongst adults, with almost two thirds (65%) claiming to purchase once a month or more often, although purchase frequency has dropped back somewhat since 2018 levels (69%).
This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,012 adults aged 18+, sought to understand purchase behaviour in this category and which aspects are most important to consumers when purchasing.
Supermarkets continue to be the most likely purchase point for those buying toothpaste once a month or more often, with just over 8 in 10 (83%) purchasing through this channel, unchanged from 2018 levels (83%).
Outside of grocery retailers, Boots is the most likely purchase destination, with almost 1 in 5 (19%) monthly plus buyers purchasing in Boots (up from 16% in 2018). Some 6% of buyers claim to purchase toothpaste from independent pharmacies, with 3% purchasing their toothpaste in Penneys, both in line with 2018 figures.
The behaviour of those who purchase their toothpaste from supermarkets continues to be largely unchanged year-on-year, with just 6% claiming to be purchasing toothpaste from supermarkets more often than they were this time last year.
Driving Behaviour
Of those who have increased their purchase in supermarkets, year-on-year, offers in-store are driving this behaviour.
Almost half (47%) of those who have increased their purchase frequency in supermarkets are doing so as a result of improved in-store offers, with just over 4 in 10 (42%) claiming it is more convenient for them to purchase their toothpaste in supermarkets nowadays.
In terms of overall importance when purchasing toothpaste, there continues to be two aspects which are deemed of primary importance to buyers. The quality of the product is deemed important for almost three quarters (74%) up from 69% in 2018, with 69% claiming suitability of the products is important (also up from 2018 levels 66%).
For further information and more in-depth analysis on consumer behaviour when it comes to purchasing toothpaste and other personal care products, please contact Robbie Clarke at Empathy Research.
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