AUS Retail Health and Beauty - PPC Market Share Analysis August 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Health and Beauty category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Health and Beauty – AUS

Google AI Overview visibility for Retail Health and Beauty AUS

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 26.3716274928
73.6283725072
26%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 39
61
39%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 18%
Transactional 9%
Navigational 2%
Seasonal 0%
Local 1%
Problem Solving 4%

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Market Exposure

Share of Clicks for top 10 AUS Retail Health and Beauty brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
chemistwarehouse.com.au 22.35
adorebeauty.com.au 7.13
musclenation.org 5.74
amazon.com.au 4.26
woolworths.com.au 3.73
iherb.com 3.26
priceline.com.au 2.79
sephora.com.au 2.76
bulknutrients.com.au 1.98
laroche-posay.com.au 1.66
others 44.34
  • chemistwarehouse.com.au - 22.35%
  • adorebeauty.com.au - 7.13%
  • musclenation.org - 5.74%
  • amazon.com.au - 4.26%
  • woolworths.com.au - 3.73%
  • iherb.com - 3.26%
  • priceline.com.au - 2.79%
  • sephora.com.au - 2.76%
  • bulknutrients.com.au - 1.98%
  • laroche-posay.com.au - 1.66%
  • others - 44.34%

Copyright © Adthena. All rights reserved.

Chemist Warehouse leads with 22.35% click share, followed by Adore Beauty at 7.13%. ‘Others’ dominate with 44.34%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Retail Health and Beauty brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

Share of Spend - Last Month
Share of Spend - Last Month
Date chemistwarehouse.com.au adorebeauty.com.au musclemat.com.au woolworths.com.au iherb.com amazon.com.au musclenation.org dyson.com.au laroche-posay.com.au kiehls.com.au
2026/08/01 11.36% 3.16% 2.78% 4.12% 1.74% 7.55% 2.79% 2.71% 2.59% 0.92%
2026/08/02 12.69% 4.46% 0.77% 4.12% 2.6% 7.17% 3.1% 2.68% 2.06% 1%
2026/08/03 13.58% 5.09% 1.82% 4.19% 2.75% 6.73% 3.27% 1.88% 2.1% 0.96%
2026/08/04 17.15% 4.79% 1.57% 4.07% 1.65% 6.28% 3.21% 1.99% 2.78% 1.09%
2026/08/05 8.85% 8.94% 1.99% 3.7% 4% 5.02% 5.06% 2.48% 3.04% 1.11%
2026/08/06 6.74% 7.74% 1.81% 4.52% 3.77% 5.78% 3.03% 1.74% 2.71% 1.08%
2026/08/07 6.91% 9.35% 2.35% 4% 3.12% 5.22% 3% 2.5% 3.46% 0.89%
2026/08/08 7.5% 8.72% 0.39% 3.84% 3.8% 4.96% 1.09% 2.21% 1.36% 1.26%
2026/08/09 6.1% 10.44% 2.49% 2.93% 3.88% 4.83% 4.33% 2.32% 1.87% 0.97%
2026/08/10 18.26% 11.38% 0.94% 2.81% 2.87% 3.74% 1.94% 1.63% 2.1% 1.13%
2026/08/11 15.31% 9.77% 0.6% 2.33% 1.66% 4.04% 3.76% 2.24% 2.41% 1.52%
2026/08/12 19.7% 10.58% 0.15% 3.1% 3.7% 3.74% 4.07% 3.08% 1.65% 0.84%
2026/08/13 8.45% 9.14% 1.84% 3.5% 3.25% 3.45% 4.57% 2.48% 3.9% 2.69%
2026/08/14 7.35% 8.64% 0.12% 3.98% 2.56% 2.89% 5.48% 2.18% 5.35% 2.88%
2026/08/15 10.67% 7.4% 2.12% 3.63% 3.15% 3.73% 3.37% 1.83% 3.17% 2.42%
2026/08/16 16.91% 8.52% 1.3% 3.45% 2.17% 3.85% 5.43% 2.02% 3.4% 1.57%
2026/08/17 8.51% 6.01% 0.18% 3.61% 4.18% 4.43% 5.54% 2.49% 1.71% 2.53%
2026/08/18 9.41% 4.93% 0% 3.67% 3.56% 4.94% 1.81% 3.7% 2.08% 2.3%
2026/08/19 8.11% 4.77% 0% 3.11% 2.45% 4.73% 5.16% 3.12% 3.14% 2.62%
2026/08/20 10.73% 6.71% 1.02% 3.88% 3.15% 4.87% 4.58% 3.18% 2.26% 2.07%
2026/08/21 11.41% 7.48% 1.46% 3.42% 2.95% 4.12% 4.99% 2.98% 2% 2.15%
2026/08/22 12.01% 5% 1.61% 3.61% 3.65% 3.78% 3.25% 2.16% 2.16% 2.56%
2026/08/23 12.24% 5.46% 2.61% 3.74% 2.16% 4.38% 3.29% 2.2% 2.75% 2.16%
2026/08/24 11.36% 7.8% 2.13% 3.4% 3.34% 4.7% 2.71% 2.11% 2.5% 1.74%
2026/08/25 11.38% 5.63% 1.06% 4.65% 3.12% 4.48% 4.92% 2.37% 1.86% 1.74%
2026/08/26 13.57% 5.43% 2.32% 4.99% 3.16% 4% 3.39% 2.42% 1.77% 2.54%
2026/08/27 11.05% 7.49% 2.12% 4.42% 2.58% 3.63% 1.14% 2.59% 2.09% 1.42%
2026/08/28 12.49% 6.99% 4.71% 4.12% 3.09% 2.71% 1.41% 2.87% 3.16% 1.47%
2026/08/29 12.85% 6.16% 2.7% 3.7% 2.87% 3.41% 2.6% 2.28% 1.97% 1.44%
2026/08/30 10.97% 5.81% 2.54% 4.11% 3.97% 3.48% 2.33% 2.79% 2.5% 1.38%
2026/08/31 11.84% 4.62% 3.97% 3.66% 3.4% 3.15% 2.93% 2.61% 2.17% 1.27%
  • chemistwarehouse.com.au
  • adorebeauty.com.au
  • musclemat.com.au
  • woolworths.com.au
  • iherb.com
  • amazon.com.au
  • musclenation.org
  • dyson.com.au
  • laroche-posay.com.au
  • kiehls.com.au

Copyright © Adthena. All rights reserved.

In August 2026, Chemist Warehouse led with fluctuating spend, peaking mid-month. Adore Beauty saw a steady rise, while MuscleMat’s spend was sporadic. Woolworths maintained consistency, and Amazon showed a gradual decline. The month ended with Chemist Warehouse dominating.

Market Exposure

Competitor Count for AUS Retail Health and Beauty

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/08/01 2238
2026/08/02 2240
2026/08/03 2222
2026/08/04 2236
2026/08/05 1955
2026/08/06 1986
2026/08/07 1969
2026/08/08 1876
2026/08/09 1892
2026/08/10 1907
2026/08/11 1986
2026/08/12 1929
2026/08/13 1912
2026/08/14 1894
2026/08/15 1847
2026/08/16 1847
2026/08/17 1841
2026/08/18 1782
2026/08/19 1683
2026/08/20 1722
2026/08/21 1768
2026/08/22 1840
2026/08/23 1882
2026/08/24 1887
2026/08/25 1871
2026/08/26 1863
2026/08/27 1864
2026/08/28 1864
2026/08/29 1894
2026/08/30 1920
2026/08/31 1918

Copyright © Adthena. All rights reserved.

August began with 2,238 advertisers, peaking at 2,240, then declining to 1,918 by month’s end. A mid-month dip to 1,683 marked a challenging period.

Campaign Efficiency

Market Loss & Market Gains for AUS Retail Health and Beauty

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
bulknutrients.com.au 0.94%
chanel.com 0.63%
woolworths.com.au 0.45%
myer.com.au 0.45%
dior.com 0.43%
laroche-posay.com.au -0.27%
amazon.com.au -0.61%
musclenation.org -0.84%
adorebeauty.com.au -1.19%
chemistwarehouse.com.au -5.13%

Copyright © Adthena. All rights reserved.

Chemistwarehouse.com.au saw a significant drop of 5.13% in click share, while bulknutrients.com.au experienced a notable increase of 0.94%.

Campaign Efficiency

AUS Retail Health and Beauty Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date chemistwarehouse.com.au woolworths.com.au amazon.com.au adorebeauty.com.au priceline.com.au iherb.com musclenation.org dyson.com.au coles.com.au sephora.com.au
2026/08/01 13.07% 6.83% 11.02% 3.12% 2.32% 2.15% 3.01% 1.46% 3.04% 1.79%
2026/08/02 13.95% 6.73% 10.57% 5.22% 2.08% 2.85% 2.38% 1.58% 2.73% 1.55%
2026/08/03 15.33% 6.7% 10.26% 6.37% 3.05% 2.81% 2.38% 1.09% 2.92% 1.31%
2026/08/04 19.07% 6.58% 9.43% 5.08% 3.67% 1.7% 2.54% 1.23% 2.42% 1.37%
2026/08/05 11.12% 6.17% 8.21% 9.42% 3.17% 3.69% 4.14% 1.53% 2.4% 1.26%
2026/08/06 9.53% 7.35% 8.92% 7.93% 2.65% 4.24% 2.35% 0.99% 2.86% 1.45%
2026/08/07 9.39% 6.92% 8.03% 10.03% 1.95% 3.47% 2.4% 1.5% 3.18% 1.35%
2026/08/08 10.17% 6.36% 7.8% 9.51% 1.81% 3.88% 0.98% 1.54% 2.88% 1.45%
2026/08/09 8.95% 5.01% 8% 11.12% 1.77% 3.8% 2.91% 1.48% 2.59% 1.35%
2026/08/10 20.57% 4.78% 6.28% 12.12% 1.73% 2.8% 1.91% 0.95% 2.27% 1.18%
2026/08/11 16.35% 4.23% 6.82% 9.99% 2.06% 1.65% 3.33% 1.37% 1.64% 1.07%
2026/08/12 21.09% 5.17% 5.78% 11.34% 2.97% 3.24% 3.62% 1.95% 1.55% 1.76%
2026/08/13 15.97% 5.79% 5.33% 9.58% 2.65% 2.94% 3.24% 1.7% 1.75% 3.25%
2026/08/14 10.77% 6.69% 4.67% 9.44% 2.84% 2.62% 4.5% 1.52% 2.13% 3.24%
2026/08/15 13.17% 5.92% 5.82% 7.93% 3.05% 2.85% 2.67% 1.22% 1.83% 3.16%
2026/08/16 19.56% 5.58% 5.78% 9.14% 3.28% 2.1% 4.73% 1.27% 1.57% 2.7%
2026/08/17 15.86% 5.74% 6.83% 6.09% 3.78% 3.42% 3.83% 1.56% 2.46% 1.37%
2026/08/18 12.96% 5.98% 7.19% 5.43% 3.41% 3.25% 1.77% 2.33% 1.98% 1.9%
2026/08/19 11.67% 5.54% 7.41% 5.44% 3.31% 2.53% 4.73% 2.06% 2.38% 1.9%
2026/08/20 13.86% 6.33% 7.65% 7.44% 2.8% 2.92% 3.39% 2.23% 1.94% 1.92%
2026/08/21 13.6% 6.01% 6.55% 7.86% 2.49% 2.77% 4.43% 2.15% 2.14% 1.87%
2026/08/22 14.54% 6.27% 6.09% 5.07% 2.05% 3.13% 3.34% 1.4% 2.26% 1.55%
2026/08/23 15.25% 6.68% 6.81% 5.32% 2.02% 2.53% 2.41% 1.46% 2.33% 1.22%
2026/08/24 13.71% 6.02% 7.66% 8.16% 2.06% 3.32% 2.25% 1.38% 2.54% 1.61%
2026/08/25 13.66% 8.02% 6.69% 5.68% 2.41% 3.26% 3.97% 1.42% 2.2% 1.4%
2026/08/26 15.39% 8.25% 6.04% 5.65% 2.54% 3.07% 3.21% 1.56% 1.77% 1.56%
2026/08/27 13.85% 7.45% 5.76% 7.56% 2.89% 2.47% 1.09% 1.71% 1.79% 1.65%
2026/08/28 15.46% 7.38% 4.4% 7.12% 3.13% 2.94% 1.35% 1.85% 1.83% 1.76%
2026/08/29 14.96% 6.6% 5.1% 6.04% 4.22% 2.88% 2.31% 1.47% 1.72% 1.52%
2026/08/30 13.91% 7.46% 5.45% 5.94% 3.29% 3.83% 1.7% 1.84% 2.09% 1.52%
2026/08/31 14.61% 6.74% 5.07% 4.72% 3.29% 3.05% 2.54% 1.77% 1.7% 1.36%
  • chemistwarehouse.com.au
  • woolworths.com.au
  • amazon.com.au
  • adorebeauty.com.au
  • priceline.com.au
  • iherb.com
  • musclenation.org
  • dyson.com.au
  • coles.com.au
  • sephora.com.au

Copyright © Adthena. All rights reserved.

In August 2026, Chemist Warehouse led with fluctuating impressions, peaking at 21.09%. Woolworths and Amazon saw varied trends, while Adore Beauty surged mid-month. Priceline and iHerb showed steady growth, with Muscle Nation and Dyson experiencing minor shifts. Coles and Sephora maintained lower shares.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Retail Health and Beauty

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for AUS Retail Health and Beauty - Last month
  1. 1
    Chemist Warehouse - Chemist Warehouse Online https://www.chemistwarehouse.com.au/

    Looking for Chemist Warehouse? Get Address & Store Times Here. Shop Discount Beauty & Health Care Products At Chemist Warehouse.

  2. 2
    Hairhouse Australia | Shop Online Or Instore https://www.hairhouse.com.au

    The Ultimate Destination For Hair, Beauty & Gifts! Visit Your Local Store Or Shop Online. With Over 100 Stores Australia Wide, Visit Your Local Hairhouse Today Or Shop Online Now! Over 100+ Stores.

  3. 3
    Muscle Nation - Official Store https://www.musclenation.org

    Gym Apparel & Supplements — Muscle Nation has everything you need - activewear, supplements & gym essentials. Train harder with quality supplements & performance-driven gym apparel. Australian Brand. High-performing gear.

  4. 4
    2 Pairs Optical Glasses $199 - 3 Pairs Of Glasses From $249 https://www.oscarwylee.com.au

    Book a bulk billed eye test with experienced optometrists. Prescription glasses from $169.

  5. 5
    Specsavers Optometrists | Shop Glasses & Contact Lenses https://www.specsavers.com.au › stores › optometrists

    At Specsavers you get the care, service and value you deserve. Find a store near you. Latest Hearing Technology. Hearing Aids From $1,495.

Copyright © Adthena. All rights reserved.

In the bustling world of Google PPC, Chemist Warehouse entices with discounts on beauty and health, while Hairhouse offers a vast network of stores for hair and beauty needs. Muscle Nation focuses on high-performance gym gear, and Oscar Wylee and Specsavers compete with affordable optical solutions, emphasizing value and care.

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