UK shoppers seeking value for money are opting to buy their health & beauty products from discounters rather than a specialist retailer like Boots, a new study from GlobalData claims.
It said that the chain is “struggling to compete with low-priced discounters, as consumers are not recognising the additional value for money that comes from better ranges, product quality, and service”.
It seems that with personal finances still recovering from the impact of inflationary pressure, consumers still prefer to shop at discounters for essentials.
The research and analysis company’s latest UK consumer survey for June 2025 reveals that 88% of consumers who shopped at the Savers chain ranked the discounter between seven and 10 in value for money, and 86% said that for Home Bargains. Only 73% of shoppers visiting Boots said the same, highlighting its weaker value for money credentials.
In fact, Boots came out bottom of the list in a range of 20 retailers for value. Those other retailers included Amazon, plus the major UK supermarkets and value chains like Aldi and Lidl, M&S, and Superdrug (another specialist but scoring 80%). Even luxury brand Charlotte Tilbury scored more than Boots, although it was still low down with a value rating of 74%.
Tash Van Boxel, retail analyst at GlobalData, said: “The lower price points on essentials elevate consumers’ perceptions of value retailers, as consumers see less worth in splashing out on [essential] categories. Consumers are stocking up on necessities at discounters as they are less concerned about having a wide range of products to choose from and instead prioritise low prices.”
Boots is the UK market leader in the sector, with a 20% share of the UK health & beauty market in 2024 via its roughly 1,800 stores and its webstore. So if its value perception lags that of its peers, how is it maintaining its market dominance?
Van Boxel added that “other factors are driving sales. Broad product ranges and convenience will be Boots’ saving grace. However, the health & beauty specialist should focus on improving its value for money perceptions, given that inflation is anticipated to peak soon and consumers will remain price-sensitive into the next year. For Boots, highlighting its members’ pricing and permanent 10% discount on its brand labels available through its loyalty scheme will be key in improving shopper’s perceptions.”
She also said that Gen-Z consumers “buck the trend when it comes to assessing value for money, with half of this generation perceiving high-quality ingredients as the most significant indicator of value. As consumers educate themselves about the efficacy of ingredients, brands and retailers must be more transparent about products’ ingredient composition”.
And overall she feels health & beauty specialists must target these younger shoppers “who prioritise high-quality ingredients over price. Younger consumers are willing to invest in health & beauty items that contain high concentrations of ingredients they desire, such as niacinamide and retinol. This focus will allow the specialists to retain their pricing architectures and compete with discounters based on product ranges rather than price points”.
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