>>female toiletries is very competitive… customers will pay for well-known brands… market responds well to advertising…

Una Kelly
Trading manager, Morrisons

With spare time at a premium, more and more customers are purchasing these products as part of their weekly shop. The female toiletries category is very competitive. When selecting a product, every buyer will work closely with their suppliers to ensure that the marketing support and price as well as the product itself will appeal to customers. Price continues to be a critical factor and it is essential that we make customers feel comfortable about choosing products in-store.

Karen Carter
Health and beauty care buyer, Somerfield

In health and beauty, the key consumer drivers are peer pressure, advertising support and new product development. Although price is important, our customers will pay for reputable or well-known brands. Premium products are no longer necessarily the preserve of the specialist pharmacy, especially in the larger grocers, who can offer a wider range. We are seeing the increasing importance of health and beauty care in grocery.

Sarah Byng

Health and beauty buyer, Asda

Supermarkets have really stepped up their health and beauty offer, providing greater choice at great value prices within an easy-to-shop environment. Due to the high level of innovation the toiletries fixtures are very busy, but it is important to ensure that supermarkets are able to offer new products as this market responds so well to advertising. All new products should always offer a clear product benefit and a point of difference - this is essential in both branded and own-label development.