Superdrug has reported strong December trading period with total sales up 9.2 per cent in the four weeks to 30th December and LFL sales up 7.1 per cent. The retailer’s continued focus on O+O (Offline plus Online) and investment in providing high-performance products at an affordable price was a significant driver of growth, alongside an uptake of members-only deals amongst loyal Health & Beautycard customers, as they continued to battle the cost-of-living and inflation in the run-up to Christmas.
Sales of Own Brand products were up 10 per cent year-on-year as more customers switched to great quality products at an affordable price. The retailer’s cosmetics range, Studio London, is the fastest-growing and biggest Own Brand range and has contributed to Superdrug achieving 20 per cent year-on-year category growth in Cosmetics and 9.1 per cent volume growth in December as customers prepared for the party season. Superdrug now holds a 40 per cent market share of mass-market cosmetics, its highest market share in 10 years.
The golden quarter saw online app sales up 74 per cent year-on-year and 127,000 new registrations for the Health & Beautycard, with total membership reaching 18.1 million attributed tothe launch of VIP Rewards, which sees Health & Beautycard members being rewarded for spend on top of Superdrug’s already great everyday offers.
Superdrug CEO, Peter Macnab commented: ‘We are exceptionally pleased to be reporting strong Christmas results and appreciate our customers continued support. We understand the pressures customers are currently facing and are committed to supporting them and offering the very best in accessible health and beauty. The strong sales growth in Own Brand really demonstrates that customers are seeking quality products from a brand that they can trust, at an affordable price. Our continued investment in to expanding the store estate and digital services, as well as in innovation, remain imperative and has helped contribute to an increase in sales throughout the December period. I’d like to thank my colleagues for all of their hard work in bringing such a fantastic and competitive offering to shoppers and for their contribution to these results.’
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