E-commerce to account for over a quarter of health & beauty sales in 2026

An overview of health, beauty & personal care sales by channel in 2021 and 2026.

Online health, beauty & personal care sales are expected to grow more than three times faster than store-based sales between 2021 and 2026, according to research from WARC's sibling company Edge by Ascential. This means e-commerce will account for over a quarter (26.8%) of the category's sales in 2026, up from an expected 19.5% this year.

E-commerce sales in health, beauty & personal care are expected to be worth $202.3bn worldwide this year before rising to $358.4bn in 2026. That is equivalent to an average yearly increase of 12.1%, a compound annual growth rate that is more than...

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