Superdrug has experienced its “best Christmas ever” after seeing like-for-like sales climb 5.1% in the six weeks to 4 January.
The health & beauty retailer attributed its success to its “value and choice” and the “ongoing popularity of its much-loved own brand range”.
Superdrug revealed one gift set was sold every second throughout December after it expanded its own brand offering. Top sellers included its Studio London Ultimate Brush Collection, the Vitamin E Complete Daily Skincare Set, Extracts Body Bumper Pack, and the Fruity Candyfloss Bumper Pack.
The retailer also saw significant growth online, with sales jumping 21% year-on-year. Superdrug noted that customers continued to benefit from its relaunched Health & Beautycard VIP rewards app and convenient shopping options, such as pick-up in-store in as little as 30 minutes.
Retail parks were the best performing offline stores in terms of growth for Superdrug, “with shoppers relishing the more engaging and expansive retail experience that these bigger stores provide”.
Superdrug CEO Peter Macnab commented: “We’re proud of these results and want to thank our customers for their continued loyalty to Superdrug as we continue our mission to be as accessible as possible when it comes to high-quality beauty & health.
“2025 will be an exciting year for us as we continue to enhance our in-store experience and invest in our Only At Superdrug product innovations and exclusives to give customers reasons to keep returning to Superdrug.”
NAM Implications:
- Superdrug patently firing on all own brand cylinders.
- Meaning suppliers have a brand rebuild job to do.
- Not only vs own brand but in resisting the need to increase prices…
- …in anticipation of Autumn Budget tax increases.
