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 sister 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.

Why it matters

As online sales grow rapidly, e-commerce advertising is expected to become more important – WARC Data forecastse-commerce adspend to rise by 35% this year and by 11% in 2022, with this increasing the cost of advertising on Amazon. As...