Following today’s release of Superdrug’s figures for the year ending 28 December 2025; Aliyah Siddika, retail analyst at GlobalData, a leading data and analytics company, offers her view: “Superdrug’s integrated ‘Offline plus Online’ strategy has yielded strong results, with total sales rising by 7.0% for the 52 weeks ending 28 December 2024. This result is impressive given the strong comparative of the previous year (up 11.8%), showing that the retailer has gained market share this year, up 0.2ppts to 3.8% in 2024. The beauty specialist has opened 13 new stores, including a refurbishment of its Westfield Stratford location, which now stands as the largest store in its estate. Superdrug has also invested in its online platform, launching an updated version of its app and introducing a 30-minute click & collect service. These improvements have bolstered footfall, contributing to overall sales growth. Coupled with a continued focus on improving cost efficiencies, this has led to profit before tax soaring by 22.6%.
“The health & beauty specialist’s loyalty programme is still a cornerstone of its customer engagement strategy. With 38.0% of UK consumers enrolled*, Superdrug boasts the second most popular health & beauty loyalty scheme, according to GlobalData’s UK consumer survey. However, this figure is nearly half Boots’ membership (78.9% of UK consumers*), highlighting that Superdrug must offer a more generous points and rewards system to strengthen its position and support further sales growth.
“Superdrug is launching a dedicated teen skincare service in its pharmacies, providing complimentary walk-in support, expert advice, and bespoke treatments. Initially rolled out in three locations, this initiative aims to attract a younger demographic and drive footfall across all pharmacies. Given the recent challenges UK pharmacies have faced in maintaining profitability, Superdrug’s investment in its pharmacy chains is a well-timed strategy to address these issues. The recent launch of its instore Beauty Playground, with interactive zones featuring new and exclusive brands and social stations to facilitate filming beauty content, demonstrates Superdrug’s commitment to engaging younger beauty enthusiasts and leveraging the influence of social media. This strategic move will help Superdrug appeal to a broader customer base and solidify its position in the evolving health & beauty market.”
