The British spend more on health and beauty products than any other EU country, according to a survey by Verdict Research. The average UK consumer spends €375 (£298) every year on looking good.
The UK’s high level of spend is attributed to a strong consumer appetite for innovative and upmarket products which tend to fall into the higher priced market. The UK is the second biggest health and beauty market, behind Germany.
The survey says that the French are in second place, followed by the Italians, Germans, Dutch and finally the Spanish who spent a significantly smaller €254 (£202) a year, almost 50% less than the average UK consumer.
But despite the UK’s obsession with appearance, British retailers have made a limited impact on the mainland with only, Alliance Boots, making it into the top six EU health and beauty specialists.