Tuesday, May 29th, 2012
36% of New Zealanders who have bought cosmetics in any given 6 month period in the past year purchased them from a department store.
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

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.”

A detailed range of Roy Morgan New Zealand Cosmetic Buyer profiles includes the Cosmetic Buyer Profile, Department Store Cosmetic Buyer Profile, Chemist Cosmetic Buyer Profile, and Supermarket Cosmetic Buyer Profile. The Roy Morgan Research Consumer Profile contains insightful quantitative data in ready-to-copy-and-paste charts and graphs that can be an invaluable resource for your market review, strategic marketing planning, advertising brief development, management update presentation or conference address.

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com


36% of New Zealanders who have bought cosmetics in any given 6 month period in the past year purchased them from a department store.



More Formats

View QR Code