This is the main conclusion ofl II Study Patient Digital Touchpoints made by Elogia Pharma . More than half of the spanish have purchased the new habit to consult the information previously through Internet and turn it into one of his main channels of research of information.
The tendency to digitalizar the consumption keeps growing and increasing to a vertiginous rhythm, and this translates in the data that offer in the report: 51% of the spanish that have consumed products of dermocosmética has used Internet like main channel and tool to look for products, offers and marks, and this affects later to his decision of purchase.
The online sale continues growing after the pandemia, but the shop wins
69% of the consumers polled consult different web pages (that they are not usual for them) with the intention to compare the price of the product and look for the best relation quality-price (promotions, discounts, bonuses...) In fact, 7 of each 10 on-line buyers, visit two or more web pages in his process of comparison or research of offers.
Another of the utilisations that award the users to Internet is like channel of information. Mainly, they do it through pages of marks of cosmetic (62%), searchers like Google (54%), on-line pharmacies (49%) and blogs (47%), and in lower measure in forums. However, the source of information (that no channel) that has more importance in the consumption of the spanish is the chemist and the doctor.
Whereas the on-line sale has a penetration of 29%, the dermocosmetic that accumulates more shopping by the users in on-line channel are those that relate with the facial care (70%). To these, follow him the related with the solar protection (67%), buccal and dental hygiene (65%), without forgetting the products related with the cosmetic capilar, deodorants and antitranspirantes.
Regarding the habits of consumption, are conscious that the pandemia has caused changes in the form to purchase products. Big part of these changes have been promoted by the restrictions and measures that have taken in the two last years. Before the COVID arrived to our lives, the habit of purchase in the on-line channel was 19%, at present, has grown until 24%. Moreover, the user wants increasingly keep up to date and informed, thus, 72% of the respondents affirms that it would like him receive communications of the marks in which they included the novelties through email.
In spite of the increase of the on-line sale, the consumer follows feeling a fidelity and predilection to the establishment of on foot, the form of consumption more traditional. The physical pharmacy (56%) keeps on being the main channel of purchase when it needs a product of dermocosmética, followed of the shops of cosmetic (19%) and the parafarmacia (16%). These three channels mean 90% of the distribution of this category of products.
The chemist is the figure of reference for the consumer, but not for the youngest consumer
Although we are in front of a stage in which Internet tries to gain ground and changes the habits of consumption of the new generations, the figure of the chemist persists and keeps his terrain: 6 of each 10 spanish trust the chemist before choosing the brand that go to buy. It is such his influence, that as it signals the study elaborated by Elogia Pharma, until in 22% of the occasions the criterion of the chemist did that the consumer changed of mark before making the purchase, and 38% of the respondents affirm that his final decision bases in the recommendations of his chemist. However, this behaviour would be something generacional, since in the case of the youngsters of 18 to 25 years, only 18% considers that the chemist influences in his decision. Something that is distant enough of 40% of the respondents between 40 and 55 years, that yes trust the councils offered by the specialist, as well as 31% of the greater of 55, that are the main buyers of the physical pharmacy.
Another of the parameters that takes into account the consumer is the composition of the product dermocosmetic: 16% of the respondents decants by a product or another in base to the quantity of natural ingredients that find in him. On the other hand, 12% of the users that participated in the survey, award an important weight to the mark, and in a same percentage, take into account also the price.