Pricewatch: 8 March, 2019 – Personal Care
Find out how your store compares on its personal care range
When it comes to personal care, independent retailers have a huge advantage over the multiples. The chart shows that out of the 12 lines listed, Sainsbury’s, Tesco and Asda didn’t stock Kleenex Balsam Pocket Pack Tissues, Insette Extra Hold Hairspray, Wisdom Toothbrush in Medium and single packets of Dove Cream Bar.
These items are easy to grab and go, with products such as tissues and toothbrushes being top-up products that are small enough for shoppers to take wherever they are going. They don’t take up much shelf space and can be a great way to earn extra cash.
Most items in the category are also priced at £1, indicating value, even when it comes to products such as shaving foam and shaving gel, which come in larger sizes.
To see sales increase, retailers can signpost them as being ‘value for money’, or invest in ‘£1’ labels.
Retailers also say £1 lines tend to be the bestsellers, especially brands such as Colgate and Carex.
|PRODUCT||AVERAGE UK RETAIL PRICE Price||Booker RRP||POST OFFICE AND C-STORE IN SOUTH YORKSHIRE SUBURB||HIGH STREET STORE IN SHROPSHIRE VILLAGE||LOCAL POST OFFICE AND SHOP IN LARGE NORTH EAST TOWN||NEWSAGENT AND SHOP IN RESIDENTIAL READING||C-STORE ON MAIN ROAD IN Bristol suburb||OFF-LICENCE AND C-STORE IN NORTH WEST LONDON||SAINSBURY’S||TESCO||ASDA|
|KLEENEX BALSAM POCKET PACK TISSUES||£0.53||£0.45||£0.39||£0.70||£0.50||£0.50||£0.65||£0.50||–||–||–|
|INSETTE EXTRA HOLD HAIRSPRAY 200ML||£1.24||£1.15||–||–||£1.50||–||£1.35||–||–||–||–|
|LISTERINE COOLMINT MOUTHWASH 250ML||£2.74||£2.79||£2.59||£2.60||£2.79||£2.59||£2.99||£2.79||–||–||£1.50|
|SILVIKRIN MAXIMUM HOLD HAIRSPRAY 250ML||£2.62||£2.59||£2.59||–||–||£2.49||–||£2.59||–||£3.00||£2.30|
|WISDOM TOOTHBRUSH MEDIUM||£1.24||£1.00||£0.99||£1.59||£1.00||£1.76||£1.99||£1.00||–||–||–|
|FIXODENT DENTURE ORIGINAL CREAM||£2.89||£2.59||–||£2.99||–||–||£2.89||–||£3.00||£3.00||£3.00|
|DOVE CREAM BAR 100G||£0.94||£0.75||£0.75||£0.89||–||–||£0.89||£0.89||–||–||–|
|SILVIKRIN FIRM HOLD HAIRSPRAY 250ML||£2.60||£2.49||£2.59||£2.55||£2.59||£2.49||£3.09||–||–||£2.00||£1.75|
|GILLETTE SHAVE FOAM SENSITIVE||£1.60||£1.00||–||£1.99||£1.00||£1.99||£2.29||–||£1.50||£1.50||£2.00|
|GILLETTE SHAVE FOAM REGULAR||£1.56||£1.00||£1.69||–||£1.99||£1.89||£2.29||£1.49||–||–||£2.00|
|BIC DISPOSABLE RAZORS ORANGE SENSITIVE 5S||£1.23||£1.00||£0.89||£1.49||£1.49||–||£1.49||£1.19||–||£1.00||–|
|LYNX SHOWER GEL AFRICA 250ML||£1.75||£1.00||–||£1.99||£1.00||£2.69||£2.82||£1.00||£1.00||£1.00||£1.00|
EDFM is a specialist in helping leading suppliers to the UK’s independent convenience channel get value, insights and business benefits from EPoS data. To find out how they could help you call 07976 295094
Location: Ramsgate, Kent
Size: 1,000sq ft
Cover every base, but don’t offer more variety than you need to.
We’re a small newsagent, so I don’t do variety – I just do quick and easy. We’re open at 5.30am while the other stores around us don’t open until 7am or 8am, so there are a couple of hours where we are the only option for people who need these products; holidaymakers, office workers and workmen all come in looking for toothbrushes or hair gel. Generally, I find it is sufficient to have just one type of toothpaste and a couple of shampoos. People in a rush are not picky, they are just relieved to be able to brush their teeth before a big meeting.
Location: Rhyl, Denbighshire
Size: 1,000sq ft
Strike the right balance between value and premium brands
Baby products are key lines for us and we have a bay dedicated to baby lotions, baby wipes, nappies and so on. We used to do cheaper products, but although our customers generally prioritise value, in this case, they want a brand they trust, so now we mainly have Johnson & Johnson. Alongside that we have Gillette shaving products, Lynx deodorant, Colgate toothpaste, Carex handwash – with as much as possible price-marked at £1, because the economy end of leading brands is a good way to meet a range of customer needs.
Premier Morfa Stores
Location: Harlech, Gwynedd
Size: 2,500sq ft
There’s no harm in adjusting RRP to ensure a reasonable margin
We’re a seasonal place and sell more personal care products in the summer to holidaymakers passing through. We sell to people in the village, particularly elderly residents, but sales increase significantly in the warmer months. Shower gel is a good seller; we aim to get price-marked wherever possible. Imperial Leather and Radox are often price-marked at £1, which is effective. We aim for an average mark-up of 22%; if it’s price-marked, our hands are tied, but if it isn’t and the RRP gives us a margin of under 22%, I will mark them up.
Location: Newton le Willows, Merseyside
Size: 2,700sq ft
Run a tight ship and don’t waste any space
We have quite a minimal range of personal care products as we’re a city centre store and have focused more recently on food to go. It’s essential to still offer some range, of course; it’s a distress purchase, and people expect you to have it. I prioritise recognisable brands, as a lot of people want products they can trust. I don’t usually stock price-marked. As we are located in the city center, people don’t expect us to be super-cheap, and we don’t have much competition, so we can set the price to bring us in a little more margin.
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