Superdrug has reported a surge in sales driven by affordable pricing and uptake in members-only deals as customers continue to battle the cost-of-living crisis and inflation in the run-up to Christmas.
In the four weeks ending December 2023, Superdrug’s sales increased by 9.2%, with like-for-like sales increasing by 7.1%, as the retailer continued to focus on its ‘Online + Offline’ strategy and invest in affordable prices.
Superdrug’s own-brand sales increased by 10% year on year. Its make-up range, Studio London, became its fastest-growing and biggest own-brand range, driving 20% year-on-year growth in the cosmetics category.
Cosmetics grew by 9.1% in volume in December with Superdrug now holding a 40% market share of mass-market cosmetics, its highest in 10 years.
App sales increased by 74% year on year in the golden quarter as 127,000 new users registered for the retailer’s Health & Beautycard, bringing the total membership to 18.1 million after the retailer launched a VIP rewards scheme at the end of last year.
Cosmetics, fragrance and oral care categories delivered a standout performance, while Superdrug’s Beauty Studio sales went up 20% year on year.
Superdrug chief executive Peter Macnab said: “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, remains 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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