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Facial Skincare and Anti-Aging - US - May 2016

"The highly competitive facial skincare and anti-aging category saw sales dip in 2015, as specialty skincare segments continue to struggle and the previously fast-growing lip balm segment also saw sales decline. However, cleansers and moisturizers show positive growth, and natural products, Asian skincare inspired products, and no-rinse cleansing products are drawing consumer interest. Appealing to men and women aged 18-34, Hispanics, and aging Boomers will be instrumental to driving future growth."
- Shannon Romanowski, Director - Health, Household, Beauty & Personal Care

This report discusses the following key topics:

  • Limited growth in competitive, highly saturated market
  • Challenges for anti-aging products and blurring of categories 
  • Many consumers see lifestyle factors as key to skin’s appearance

This Report covers the US market for facial skincare and anti-aging products, which is defined as follows:

  • Anti-aging facial products
  • Facial cleansers including scrubs and toners
  • Facial moisturizers
  • Acne treatments
  • Fade/bleach
  • Lip balm

Although still the largest market segment, facial anti-aging products continue along the five-year trend of declining sales and shrinking market share. The segment has faced lost share to moisturizers and cleansers, many of which now integrate some anti-aging benefits. A similar blurring of categories has emerged in relation to cosmetics, especially for foundations and concealers. Another persistent trend has been the integration of premium claims in mass products. Mass facial skincare products, like mass cosmetic products, have become more premium, with a greater range of formats and benefits. This has made it increasingly competitive and challenging to differentiate products, while also leaving shoppers sometimes overwhelmed with the range of choices in the category.

Another issue for facial skincare products is that adults are more likely to cite lifestyle factors such hydration and diet as impacting skin’s appearance as opposed to product usage. As such, consumers seeking to improve the appearance of their skin may focus more on lifestyle rather than on investing in new products.

However, awareness of lifestyle factors may create opportunities for brands to present themselves as part of a holistic approach to skincare. Mobile apps or features on wearable technology that promote usage of skincare products as part a healthy lifestyle could resonate with consumers. Digital tools that connect skincare routines to wider health goals may be especially effective in reaching the Millennial generation, who are active consumers of both technology and facial skincare.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Limited growth in competitive, highly saturated market
            • Figure 1: Total US sales and fan chart forecast of facial skincare and anti-aging products, at current prices, 2010-20
          • Challenges for anti-aging products and blurring of categories
            • Figure 2: Total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2010-15
          • Many consumers see lifestyle factors as key to skin’s appearance
            • Figure 3: Factors that impact appearance of skin, March 2016
          • The opportunities
            • Young adults, women, and Hispanics key to future category growth
              • Figure 4: Usage of select facial skincare products, by female by age and Hispanics, March 2016
            • Natural, familiar ingredients spark interest
              • Figure 5: Interest in trying products with specific ingredients (any), March 2016
            • No-rinse cleansers offer growth opportunities
              • Figure 6: Correspondence analysis – Benefits of no-rinse cleansers, March 2016
            • What it means
            • The Market – What You Need to Know

              • Growth is slow in competitive facial skincare and anti-aging category
                • Brand and retailer choice vary with products; traditional categories blur
                  • Positive market factors include demographic growth, natural products
                  • Market Size and Forecast

                    • Historic and projected sales performance shows tepid 10-year growth
                      • Figure 7: Total US sales and fan chart forecast of facial skincare and anti-aging products, at current prices, 2010-20
                      • Figure 8: Total US sales and forecast of facial skincare and anti-aging products, at current prices, 2010-20
                  • Market Breakdown

                    • Anti-aging products continue to lose share to cleansers, moisturizers
                      • Figure 9: Sales of facial skincare and anti-aging products, by segment, 2010-15 (est)
                    • Specialized segments see continued declines
                      • After strong gains, lip balms see sales falter in 2015
                        • Figure 10: Share of facial skincare and anti-aging products, by segment, 2015 (est)
                    • Market Perspective

                      • Although online sales growing, brick and mortar stores remain important
                        • Figure 11: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2013 and 2015
                      • Choice of brand, and thus retailer, varies with product type
                        • Figure 12: Brand of current facial skincare products, March 2016
                      • Blurring of categories within and beyond the facial skincare market
                      • Market Factors

                        • Improving economy underpins greater spending on beauty products
                          • Population growth among women 25-44 will help propel, shape market
                            • Figure 13: Select product usage, by gender and age, March 2016
                          • Hispanic women show robust interest in skincare and anti-aging
                            • Figure 14: Population by race and Hispanic origin, 2010-20
                          • Beauty from within trend presents opportunities
                          • Key Players – What You Need to Know

                            • Leading suppliers see sales fall, especially in anti-aging segment
                              • Natural and dermatologist-inspired cleansers and moisturizers grow
                                • Lip balm faces challenges, with EOS settling disruptive lawsuit
                                  • Future of facial skincare lies in technology, new formats, lifestyle focus
                                  • Manufacturer Sales of Facial Skincare and Anti-aging Products

                                    • The three largest companies see sales decline
                                      • Smaller brands fare well with natural products and mild formulations
                                        • Figure 15: Manufacturer sales of facial skincare and anti-aging, 2015 and 2016
                                    • What’s Working?

                                      • Facial cleaners perform well with new formats, natural formulations
                                        • Figure 16: MULO sales of selected top-selling skin cleansing brands, rolling 52-weeks 2015 and 2016
                                        • Figure 17: Select products from top-selling skin cleansing brands
                                      • Smaller brands integrating natural, organic ingredients
                                        • Dermatologist-associated brands build moisturizer share
                                          • Figure 18: MULO moisturizer sales for CeraVe and Cetaphil, rolling 52-weeks 2015 and 2016
                                      • What’s Struggling?

                                        • After strong growth, lip balm declines, EOS facing challenges
                                          • Figure 19: MULO sales for select lip balm, rolling 52-weeks 2015 and 2016
                                        • Major anti-aging brands struggle to grow sales
                                          • Figure 20: MULO sales of anti-aging skincare, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                        • Leading acne brands continue to lose ground to private label
                                          • Figure 21: MULO sales of select acne treatments, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                      • What’s Next?

                                        • No-rinse cleansers poised for ongoing growth
                                          • Figure 22: TV ad for simple micellar water, 2016
                                        • Importance of lifestyle factors expands benefits of skincare products
                                          • “Food to Face” trend with natural, food-based products
                                            • Apps with information, customization, and on-the-go shopping
                                            • The Consumer – What You Need to Know

                                              • Hydration and UV are top factors impacting skin appearance
                                                • Women and those 18-34 drive demand for facial cleansers
                                                  • No-rinse cleansers associated with being convenient, gentle
                                                    • Usage high for lip balm and facial moisturizers
                                                      • Delaying and repairing signs of aging drive product usage
                                                        • Natural ingredients are widely sought and evoke strong interest
                                                        • Factors that Impact Appearance of Skin

                                                          • Hydration and UV exposure are top factors impacting skin appearance
                                                            • Figure 23: Factors that impact appearance of skin, March 2016
                                                          • Age and gender guide perception of what factors impact the skin
                                                              • Figure 24: Lifestyle factors that impact appearance of skin (any rank), by age and gender, March 2016
                                                            • Race/Hispanic origin shapes concern about UV exposure
                                                              • Figure 25: Lifestyle factors that impact appearance of skin (any rank), by race/Hispanic origin, March 2016
                                                          • Use of Facial Cleansing Products

                                                            • Facial cleansers continue positive growth trends
                                                              • Figure 26: Usage of facial cleansing products, March 2016
                                                            • Women and those 18-34 are core users of facial cleaners
                                                              • Figure 27: Usage of facial cleansing products, by age and gender, March 2016
                                                            • Hispanics show strong investment in the category
                                                              • Figure 28: Usage of facial cleansing products, by race and Hispanic origin, March 2016
                                                          • Benefits of No-rinse Cleansers

                                                            • Consumers cite a range of benefits to no-rinse cleansers
                                                              • Figure 29: Correspondence analysis – Benefits of no-rinse cleansers, March 2016
                                                            • Methodology
                                                              • Young consumers post positive attitudes toward cleansing waters
                                                                • Figure 30: Benefits of no-rinse cleansers, March 2016
                                                            • Use of Facial Moisturizer and Specialty Skincare Products

                                                              • Usage highest for lip balm and facial moisturizers
                                                                • Figure 31: Usage of facial moisturizers and specialty skincare, March 2016
                                                              • Usage is high among women, even as product choice evolves with age
                                                                • Figure 32: Usage of facial moisturizers and specialty skincare products, by age and gender, March 2016
                                                              • Income drives usage of specialized skincare products
                                                                • Figure 33: Usage of facial moisturizers and specialty skincare products, by household income, March 2016
                                                              • Hispanics are heavy users of a wide range of products
                                                                • Figure 34: Usage of facial moisturizers and specialty skincare products, by race and Hispanic origin, March 2016
                                                            • Usage, Motivations, and Benefits of Anti-aging Products

                                                              • Both repairing and delaying signs of aging motivate usage
                                                                • Figure 35: Usage of and motivations for using anti-aging skincare, March 2016
                                                              • Motivations for using anti-aging skincare changes with age
                                                                • Figure 36: Usage of and motivations for anti-aging treatments, by gender and age, household income, and Hispanic origin, March 2016
                                                              • Moisturizing and anti-wrinkle claims are important to anti-aging consumers
                                                                • Figure 37: Claims considered most important in anti-aging skincare, March 2016
                                                              • Anti-wrinkle and UV protection claims can yield maximum benefits
                                                                • Figure 38: TURF analysis – Benefits of anti-aging skincare, March 2016
                                                                • Figure 39: Table – TURF analysis – Benefits of anti-aging skincare, March 2016
                                                              • TURF analysis – Methodology
                                                              • Influence of Ingredients

                                                                • Facial skincare users want familiar, healthy-sounding ingredients
                                                                  • Figure 40: Any influence of ingredients (net), March 2016
                                                                • Interest in trying natural ingredients outpaces current usage
                                                                  • Figure 41: Usage of and interest in trying products with specific ingredients, March 2016
                                                                • Interest in natural ingredients peaks among younger adults, Hispanics
                                                                  • Figure 42: Any influence of select ingredients (net), by gender and age and Hispanic origin, March 2016
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Sales data
                                                                    • Fan chart forecast
                                                                      • Consumer survey data
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                            • Terms
                                                                            • Appendix – Market

                                                                                • Figure 43: Total US sales and forecast of facial skincare and anti-aging market, at current prices, 2010-20
                                                                                • Figure 44: Total US sales and forecast of facial skincare and anti-aging market, at inflation-adjusted prices, 2010-20
                                                                                • Figure 45: Total US sales of facial skincare and anti-aging, by segment, at current prices, 2013 and 2015
                                                                                • Figure 46: Total US sales and forecast of facial skincare and anti-aging market, at inflation-adjusted prices, 2010-20
                                                                                • Figure 47: Total US retail sales of facial skincare and anti-aging, by channel, at current prices, 2010-15
                                                                                • Figure 48: Female population by age, 2010-20
                                                                            • Appendix – Key Players

                                                                                • Figure 49: MULO sales of anti-aging skincare, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                                • Figure 50: MULO sales of facial cleansers, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                                • Figure 51: MULO sales of facial moisturizers, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                                                                • Figure 52: MULO sales of acne treatment, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                                • Figure 53: MULO sales of fade/bleach, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                                • Figure 54: MULO sales of lip balm, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                            • Appendix – Consumer

                                                                                • Figure 55: Types of facial cleansers/toners used
                                                                                • Figure 56: Brands used of facial cleansers/toners, October 2009-December 2015

                                                                            Companies Covered

                                                                            • Walmart Stores (USA)

                                                                            Facial Skincare and Anti-Aging - US - May 2016

                                                                            £3,199.84 (Excl.Tax)