E-commerce Ratings and Reviews Analysis in Anti-Agers, October 2020 - March 2021

May 2021

As companies and retailers compete in an increasingly dynamic e-commerce market, the need to understand ratings and reviews of products has never been higher. In this Ratings and Reviews Analysis report, key questions across various business areas will be addressed in order for companies to plan, strategise and execute brand and company activity online in a more effective manner.

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Key findings for US anti-agers, October 2020 - March 2021
Online ratings important as more BPC shoppers migrate to e-commerce
US anti-agers will grow again after pandemic-driven downturn
Major players lead but market is fragmented with constant innovation
Number of reviews grows strongly in December 2020 and January 2021
Leading players enjoy strong ratings but review incidence rates differ
Suppliers' ratings are not static and fluctuated during the review period
Highlighting suppliers with strong online engagement and satisfaction
Estée Lauder leads share of reviews for US anti-agers but losing ground
Guerlain's number of reviews skyrockets thanks to premium launches
Estée Lauder's Bobbi Brown held highest weighted rating of all brands
Baebody and REN lowest rated from top 50 brands by number of reviews
Leading suppliers often saw rating variances across major online retailers
High price tier had the highest weighted rating during the review period
Antioxidant was the leading attribute based on number of reviews
The highest rated SKUs were with those that had pre-biotic health claims
Popular attributes show positive correlations between price and ratings
Final conclusions: US anti-agers, October 2020 - March 2021
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Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

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