• by Laurie Sullivan , Staff Writer @lauriesullivan, July 7, 2020

As ecommerce continue to rise, research shows U.S. and U.K. consumers are purchasing more counterfeit health and beauty products. 

About 64% of U.S. consumers say they have lost money in the past year buying fake or poor-quality health and beauty goods online, especially since the beginning of the COVID-19 pandemic. The average loss in the past year is $43.9, according to the study. About 9% have lost more than $100.

Some 37% of U.K. consumers say they have been tricked into buying a product based on an inaccurate or fake review. The average UK shopper spent £19.7 on fake products in the past year. 

Trustpilot commissioned London Research to survey 1,000 U.K. and U.S. consumers in April 2020, while both countries were under quarantine during the COVID-19 crisis. The research was conducted using a Toluna research panel. London Research also did a series of interviews for this report.

Some 29% of U.K. consumers and 33% of U.S. consumers say they are increasingly cautious about the products they purchase online because of misinformation related to health and beauty products, including fake or inaccurate reviews and spurious or exaggerated claims about a product’s efficacy and lies about its contents, especially during COVID-19.

About 40% of U.K. and 42% of U.S. consumers said they bought more because they were concerned about stores running out of stock.

What type of health and beauty products do U.S. consumers buy?

• Haircare – 65%
• Skin care – 58%
• Bath, bathing accessories – 52%
• Foot, hand, nail care – 30%
• Make-up – 31%
• Fragrance – 21%
• Gift sets – 8%
• None of the above – 12%

What type of health and beauty products do UK consumers buy?

• Haircare – 59%
• Skin care – 56%
• Bath, bathing accessories – 53%
• Foot, hand, nail care – 34%
• Make-up – 30%
• Fragrance – 30%
• Gift sets – 16%
• None of the above – 12%

Misinformation online has made consumers more cautious about the products purchased.

• U.K. — 29% — Yes
• U.S. — 33% — Yes
• U.K. — 59% — No
• U.S. — 55% — No
• U.K. — 12% — Not sure
• U.S. — 12% — Not sure

Consumers are becoming more digitally savvy, but what do they trust as a source of information? Expert reviews, as well as ratings and reviews, are their preferred source to gain information about products.

• Expert reviews — 35%—U.K.
• Expert reviews — 41% — U.S.
• Consumer ratings and reviews — 29% — U.K.
• Consumer ratings and reviews — 41% — U.S.
• News articles—18% — U.K.
• News articles—23% —  U.S.
• Promotional information on retail websites — 16% — U.K.
• Promotional information on retail websites—16% — U.S.
• Information shared on social media — 12% — U.K.
• Information shared on social media — 14% — U.S.
• Advertising—12% — U.K.
• Advertising—13% — U.S.
• Information shared on messaging apps — 10% — U.K.
• Information shared on messaging apps — 12% — U.S.
• Celebrity influencers — 9% — U.K.
• Celebrity influencers — 10% — U.S.