Categories that have historically been less popular among consumers are gaining more ground in category sales volume at a time of slowdown for the sector. From January to September 2025, there was a 2.7% drop in the number of items sold by establishments compared to the same period in 2024.
Data from the Retail in Movement study, carried out by Scanntech in partnership with McKinsey, signals a new cycle focused on efficiency and differentiation between wholesalers, after a cycle of growth. Even so, the channel remains strong in monthly and volume purchases: routine purchases represent 51.8% of the total sold in stores.
According to the research, wholesalers have expanded their product assortment in an attempt to increase their presence in new consumption occasions, expanding their relevance in customers’ routines. Consumption in categories historically underdeveloped in the segment, such as hygiene and beauty, or dietary supplements, is growing.
The volume of supplement sales in the year to October increased by 141%. In the case of body exfoliants, the increase was 76%. Hair pigment rose 36% and sunscreen, 32%.
