Superdrug celebrates 'best Christmas ever' thanks to own-brand demand

Superdrug has reported a 5.1% increase in sales for the final weeks of 2024, attributed to the ongoing popularity of its own-brand ranges during the festive period. 

The health and beauty retailer revealed that one gift set was sold every second throughout December as four new own-brand ranges were added, contributing to record demand.

Own-brand bestsellers included a Studio London Ultimate Brush Collection, Vitamin E Complete Daily Skincare Set, Extracts Body Bumper Pack, and Fruity Candyfloss Bumper Pack, which proved to be a "big hit" with customers.

Haircare was also one of the fastest growing and most successful categories, indicating that consumers enjoyed styling for festive occasions and gifting electricals.

Meanwhile, fragrance performed well as customers enjoyed taking advice from fragrance providers within stores and wellbeing saw a rise as shoppers sought to ward off winter bugs and prepare for the New Year.

By channel, Superdrug delivered significant online growth, with sales up 21% year-on-year, as customers continued to benefit from the high street chain's relaunched Health & Beautycard VIP Rewards App and various delivery options.

Retail parks were the best performing offline stores in terms of growth.

Peter Macnab, Chief Executive Officer at Superdrug, said: "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 and 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."