The vast majority of women (89%) shop at Walmart, according to The Benchmarking Company. Among those who do, 88% enjoy the shopping experience at Walmart, and 70% tell others they shop there.
More than seven in 10 women (71%) shop for beauty and personal care products at Walmart. Of women who earn $100,000 or more per year, 65% say Walmart is their primary source for beauty and personal care products, and 65% of those tell their friends and family that they shop at the store.
Savings is top of mind for women shopping for beauty products at Walmart, with 78% being conscious of their budgets while in the store. Two thirds (65%) say Walmart allows them to get all the beauty products they need for less. Walmart beauty shoppers do not feel they need to compromise on quality to get a deal:
• 77% say Walmart has premium beauty brands for less;
• 65% say it offers high-quality beauty products; and
• 63% say it carries the beauty brands they prefer.
A majority of women (57%) say Walmart is their destination for all their beauty needs. That may be because 72% of women agree that the store offers a wide selection of beauty brands and products. In fact, 42% of women are overwhelmed by the selection.
While women enjoy shopping for beauty and personal care items at Walmart, there are still glitches in the experience. More than half of women (51%) note that Walmart does not carry the brands they want in a variety of beauty and personal care categories, which opens the door for other retailers to compete with the mass merchandiser.
Source: “Women & Walmart: Seeing Through The Eyes Of The Beauty And Personal Care Consumer,” The Benchmarking Company, Alisa Marie Beyer, President, 5165 MacArthur Blvd., 2nd Fl., Washington, DC 20016; 202-249-1500; info@benchmarkingco.com; www.benchmarkingco.com. Price: Call for information.
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