From shampoo bars to sleep aids to nutritional supplements, the personal care and wellness space aims to help people live healthier and happier lives. But what specifics do consumers seeking such products look for throughout the purchase journey?

The Consumer Decision Journey report, new research from Spotify Advertising and market research firm Tapestry, aims to answer that question. The report features survey data from nearly 20,000 audio listeners, with participants ranging in age from 18 to 65 across countries and buying categories.

One of the study's key findings? Digital audio can help your brand shine in the personal care and wellness space. In fact, seven out of 10 listeners believe Spotify aids in their path to purchase—whether as a source of inspiration or a way to explore different product options.¹

"This effectiveness is substantiated further in the recent Dentsu/Lumen attention study, which indicated that audio drives longer attention and higher engagement than any other media format,"² says Jenny Nuttall, Global Category Development Officer, CPG Beauty & Care at Spotify. "This is crucial for connecting with consumers who are inundated with brand messaging throughout their day."

Here's an overview of how people engage with digital audio in this key product category, and how you can use this data to get your audio ads into top shape.

The path to a personal care and wellness purchase

The report examined five key stages of the buying journey:

1. The BE stage, when people are going about their everyday lives, before the trigger for a purchase.
   

2. The DREAM stage, when people are exploring and gathering information about the different options out there.
   

3. The CHOOSE stage, when customers are actually making a choice about a brand, product, or service.
   

4. The BUY stage, when consumers are focused on making the purchase.
   

5. The USE stage, after the purchase of a product or service, when customers are evaluating their decisions.

Where personal care and wellness purchases are concerned, consumers tend to consider products early on, with 43% already mulling over their options at the "Be" stage.³

For advertisers looking to reach audiences on Spotify at this stage—and throughout the purchase journey—Nuttall notes there's a huge range of potential avenues to test. "One of the exciting things we can work with clients on is identifying how a brand's message, creative, and even placement within the platform should vary based on which part of the path to purchase they want the ad to affect most," she says.

Key takeaways for personal care and wellness brands

Shoppers in this category are savvy and practical. They'll compare multiple deals if it means they might save money. Because 63% of listeners have numerous brands in mind by the time they reach the "Buy" stage, it's important to differentiate your brand and products.⁴ "This is more crucial than ever given the economic uncertainty many shoppers are facing. Buyers are scrutinizing spending and trading down where possible," says Nuttall.

Personalization can help set your brand apart. Spotify is inherently tailored to people's interests and experiences, thanks to our algorithm-powered playlists and podcast recommendations—which might be one of the reasons why 80% of listeners have positive feelings about Spotify ads and 50% say ads on the platform really catch their attention.⁵

In addition, the study found that personal care and wellness consumers over-index on three explicit reasons for making a purchase, compared to the overall average across vertical categories:

1. 51% prioritize value (vs. 50% average)
2. 39% want to buy from a trusted brand (vs. 38% average)
3. 22% hope to buy products that are sustainably made (vs. 19% average)⁶
   

In other words, personal care and wellness journeys are "always on"—shoppers in this category are constantly on the lookout for a deal.

How Spotify can help

Tapping into the power of audio ads can benefit Personal Care & Wellness brands at every stage of the purchase journey. For example, 62% of listeners surveyed for The Consumer Decision Journey report say Spotify meets their needs during the critical "Be" stage, and 63% say the same of the "Choose" stage. In this halfway stage, Spotify ads that align with key listening moments and playlists like "Cleaning Kit" and "The Glow Up" can boost confidence in people's personal care choices.⁷ Previous research by Spotify—Sonic Science Volume 2—suggests that 63% of listeners believe Spotify is important to their daily routines.⁸ What's more, 68% of millennials and Gen Zs worldwide see audio as a mental health resource.⁹

"Our rich streaming insights about our audience during key routine moments—like the workout moment, the self-care moment, or the housework moment—allow us to contextually align a brand's message to the reality of the consumer," says Nuttall.

In addition, Spotify has wide-ranging appeal—so it can be a useful tool for advertisers across many different personal care or wellness products. A sunscreen brand might target beach-themed playlists, or a meditation app might align with a popular podcast on mindfulness.

By customizing ad messaging to listeners' experiences—and giving ads a positive, confidence-boosting vibe—brands in this space stand to create more harmonious campaigns.

Find more insights from The Consumer Decision Journey report by downloading the Personal Care & Wellness journey infographic below.