Posts Tagged ‘cvs’

The Price of a Woman’s Face

I was shopping one of my favorite retailers last weekend–Target. Big Red and I have a history. For years, one of my beloved pastimes is to grab a cinnamon dolce latte from Starbucks and just browse aimlessly up and down the aisles until something interesting lands in my cart. This particular weekend the spirit moved me in the cosmetic aisle and I scored six E.L.F. (Eyes, Lips, Face) items for six bucks. That’s less than how much I usually pay for a tube of mascara!

My weekend “score”

High off of my dollar-a-tube spending spree, I was fairly impressed with my purchase. But then I was quickly deflated when I started to add up the other products that currently have a home on my face. For one, I use a department store foundation ($25), which I have been conditioned to believe that I just cannot live without. Same goes for eye shadow (another $25). But my latest “big ticket” cosmetic purchase is an Arbonne makeup primer, which with tax and shipping set me back about fifty bucks.

My guilty pleasure

So even if I replaced my eyeliner, mascara, lip gloss, blush, powder and concealer with E.L.F. products, I put a grand total of $106 on my face each day.

I am a self-admitted make-up junkie, so I spend a bit more on cosmetics than the average Jo(an). According to the BIGinsight™ monthly survey, women spend an average of $16.22 a month on both skin care and cosmetics combined. That equals out to about $195 a year. Women ages 35-44 appear to spend the most, likely due to means or possibly motivation—a wrinkle (gasp!). Women 65+ spend the least.

You could probably guess that my favorite place to purchase cosmetics is Target. And although Walmart is King Queen when it comes to store shopped most often for skin care and cosmetic products for women of all ages, Target is more likely to crop up in the list among younger sets.  Drug stores are also popular choices across the board.

Discounters and drug stores are likely popular choices because they carry what a woman wants – at price points most of us ladies can afford. Cover Girl is ranked as the most popular cosmetic line for all age breaks, followed by Maybelline in most instances (women 65+ seem to rely pretty heavily on their Avon lady). Revlon comes in at #3 for women ages 25-34, 35-44 and 55+.

For more information on this data, please contact BIGinsight™.

Source: BIGinsight™ Monthly Consumer Survey, Jul-11, N=8684

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.


FYU: Prescription Drugs

February 8, 2012 Leave a comment

As we reported in our most recent Executive Briefing, according to our Consumer Migration Index, Walgreens seems to be having a customer flow problem…as in, the drugstore’s Prescription Drug customers are flowing out its doors and to the competition. It’s time for this retail giant’s check-up, courtesy of our Retail Ratings Reports.

For Your Understanding this month, we’re going to look primarily at the top competitors in this category: Walgreens, CVS, and Walmart. As you can see in the chart below, while Walgreens and CVS have been keeping close company for most of the past year, it’s evident that in Q4 2011 the two retailers began to tangle for the top spot in this category:

Prescription Drugs - Store Shopped Most Often

For additional insight on Walgreens and its competitors, we can turn to our latest Retail Ratings Report. Just on the first few pages of this handy guide*, we can see that:

–  CVS fills more prescriptions for consumers in the lucrative $50,000+ and $75,000+ income brackets, while Walgreens is the top choice among those earning under $50,000.
–  There’s an occupational divide among the top three competitors. Walmart is the first pick among Labor/Blue Collar Workers, CVS is tops with White Collar/Service Workers, while Retirees and Disabled Workers head to Walgreens most often.
–  CVS bests Walgreens among customers in the 45 to 64 year old age bracket.  The two competitors are more evenly matched both among older (65+) and younger (18-44) consumers.
–  Walgreens maintains its surest footing in the Midwest and West, while CVS (and Rite Aid) rule the Northeast. CVS and Walgreens are neck-and-neck in the South (while Walmart a very close third here).

But let’s look a bit deeper with the Consumer Equity Index™ (CEI). The CEI – available exclusively within the Retail Ratings Reports – is a year-over-year index showing growth or decline of Consumer Preference Share (the % we collect each month for the store shopped most often). Here’s a key:

CEI = 100 (flat)
CEI = 105 (5% growth)
CEI = 95 (5% decline)

Our latest CEI ratings for Prescription Drugs show that Walgreens (+ others) continue to slip in a segment in which CVS shines:  those earning $50,000+/year. Here, CVS has experienced a 5% growth while Walgreens is suffering from a near 10% decline.

Prescription Drugs CEI - $50,000+ Incomes

And, if you were to analyze the CEI ratings for those earning under $50,000/year (read: Walgreens’ core customer base), you would find that Walgreens’ share is remaining stagnant, but that CVS is increasingly curing customers here as well.

Now you understand: While Walgreens remains a top competitor in the Prescription Drugs category, three weaknesses are evident with just a quick glance at the latest Retail Ratings Report:

1.) Walgreens is dropping share among upper income shoppers.
2.) Walgreens is experiencing a flat/no-growth situation among its core shoppers.
3.) Walgreens is facing tougher competition in the form of CVS.

How’s that for a diagnosis?

For more information on this data, please contact BIGinsight™.

Source: BIGinsight™ Monthly Consumer Survey, JAN-11 – JAN-12

* Retail Ratings Reports are available monthly for the following categories: Women’s Clothing, Men’s Clothing, Children’s Clothing, Shoes, Linens/Bedding/Draperies, Electronics, Hardware, Children’s Toys, Sporting Goods, Groceries, Health & Beauty Care, Prescription Drugs.

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

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