Amazon’s beauty category: The growing trend towards wellness products

Meeting the evolving needs of different generations is not an easy task for manufacturers and retailers alike. Younger generations, such as Millennials and Generation Z, tend to be more health conscious than their older counterparts, and increasingly discerning in the products they buy.

Profitero analysed the importance of wellness products on Amazon UK’s top 100 best-selling lists in September 2016 across key categories. Health & personal care  showed the highest increase  of healthy products among Amazon UK’s best sellers, with 14% of the products in this category claiming to be natural and chemical free up from 8% of products in the best sellers ranking in September 2015.

A new generation of shoppers have ended the paradigm of demanding well-established brands and instead, are more focused on the product attributes that align with their lifestyle. Understanding and being able to meet these consumer needs will be a key factor in the growing trend towards wellness products online and for brands to win the digital shelf.

Keeping an eye on emerging ‘challenger’ brands is key to success in the eCommerce channel. Download our special UK Amazon FastMovers bundle of the best-selling brands in Baby and Health & Personal Care.

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