Yves Rocher, France (Health and Beauty) Shoppers Profile, Market Share and Competitive Positioning

Yves Rocher's shoppers are predominantly female (71.2%) and typically middle aged with 44.4% of shoppers within the 35-54 demographic, primary reason being the retailer's sustainability conscious products which are sourced ethically and propagates clean beauty. Customers of this demographic tends to be drawn towards more natural makeup products, which the retailer specialises in rather than more artistic makeup, as mostly younger audience are tend to be drawn towards artistic or heavy makeup owing to increased influence of social media. The retailer's strong mass market positioning makes it highly demanded among mid-income groups within €25,000- €49,999, accounting for 50% of its customer base. The rise in consciousness for sustainably sourced beauty products and clean beauty has made it the second largest demanded health and beauty retailer in France in 2021 (28.9%). The brand's clean beauty aesthetic makes its demand high among Gen X and Boomers (65.1%), who tend to drift away from heavy, theatrical makeup products that are prevalent in the market.
Profile of retailer's shopper base, key performance indicators, sales and market shares

Scope

• Yves Rocher's sustainable approach makes it attractive to eco-conscious customers
• Integration of online and offline experience and consumer confidence will help in maintaining market share; Yves Rocher's focus on its sustainability credentials has helped the retailer gain momentum in 2021

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