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Personal Care Consumer - US - November 2015

A mature personal care market benefits from widespread product usage of functional items such as oral care and deodorant, while younger women drive growth of discretionary items including facial skincare. Brands can benefit by focusing on gentle products or natural sounding ingredients, which appeal to consumers amidst concerns over ingredient safety. The market can experience further growth by improving the retailing experience both in-store and online, with consumers expressing a strong interest in in-store experts, kiosks, or mobile apps that help to navigate through the wide variety of personal care offerings.

This report looks at the following areas:

  • More spend allocated toward haircare, facial skincare
  • Adults focus on functional hygiene staples, use of specialty items is lower
  • Some confusion over claims, skepticism over product efficacy remains

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • More spend allocated toward haircare, facial skincare
            • Figure 1: Personal care market sales, by segment, 2014 (est)
          • Adults focus on functional hygiene staples, use of specialty items is lower
            • Figure 2: Personal care product usage – Any (net)^, July 2015
          • Some confusion over claims, skepticism over product efficacy remains
            • Figure 3: Skepticism and confusion toward personal care products, July 2015
          • The opportunities
            • Focus on younger women who are more invested in personal care routines
              • Figure 4: Product usage – Any, by gender, July 2015
            • Improve marketing and retailing strategies to more effectively reach consumers
              • Figure 5: Interest in retail innovations, July 2015
            • Focus on healthy, natural sounding ingredients to eliminate confusion
              • Figure 6: Awareness and influence of ingredients, July 2015
            • What it means
            • The Market – What You Need To Know

              • More spend allocated toward hair and face, less on discretionary items
                • Purchases made through MULO channels, opportunity to improve shopping experience
                  • Spend impacted by race and Hispanic origin, gender
                    • Market gains driven by growing populations of females, Black and Hispanic consumers
                    • Market Breakdown

                      • More spend allocated toward hair and face than body
                          • Figure 7: Personal care market sales, by segment, 2014 (est)
                          • Figure 8: Jergens commercial, Leslie Mann. Beauty and your butt, 2015
                      • Market Perspective – Retail

                        • Consumer concerns over ingredients leads to transparency at retail level
                          • Purchases primarily made through MULO channels
                            • Figure 9: Retailers used for personal care purchases – Any purchase (net)^, by gender, July 2015
                          • Opportunities for improved shopping experience both in-store and online
                            • Figure 10: Interest in retail innovations, July 2015
                          • Consumers relate to spokespeople who represent their age, aren’t photoshopped
                            • Figure 11: Interest in various types of spokespeople, by gender, July 2015
                          • New product launch activity driven by haircare, facial skincare
                            • Figure 12: Share of personal care product launches, by category, 2010-15
                        • Market Perspective – Consumer

                          • Adults spending more time on the internet, less time socializing
                              • Figure 13: Time spent on lifestyle and leisure activities, July 2015
                            • Spend impacted by race and Hispanic origin
                                • Figure 14: Mean skincare and haircare expenditures, by gender and race/Hispanic origin, February 2014-March 2015
                              • Adults investing more time on personal care, less on professional services
                                • Figure 15: Use of professional services, February 2010-March 2015
                                • Figure 16: Types of professional services used, February 2010-March 2015
                              • Consumers seek unscented options, preferences differ by product type
                                  • Figure 17: Preferred scent type for personal care products, by product type, July 2015
                              • Market Factors

                                • Growth in female population a positive indicator for market growth
                                  • Figure 18: Female population by age, 2010-20
                                • Increases in populations of Hispanics, Black consumers could improve personal care sales
                                  • Figure 19: US population by race and Hispanic origin, 2010-20
                                • Gains tempered due to declines in the percentage of homes with children
                                  • Figure 20: US households, by presence of own children, 2003-13
                                • Aging population may temper market growth
                                  • Figure 21: US population by age, 2010-20
                              • Key Players – What You Need to Know

                                • Consumers drawn to gentle products, themes of female empowerment
                                  • Products that are time-consuming and anti-aging skincare claims struggle
                                    • Personal care routines simplified through multipurpose products, improved technology
                                    • What’s Working?

                                      • Growth in deodorant driven by sprays, men’s haircare boosts market
                                        • Figure 22: Percentage changes of personal care market sales, by segment, 2013-14 (est)
                                        • Figure 23: Sales of select APDO products, 2015
                                        • Figure 24: Sales of select haircare products, 2015
                                      • Themes of empowerment and “real beauty” resonate with females
                                        • Figure 25: Dove’s Choose Beautiful video, 2015
                                        • Figure 26: Sales of select APDO and haircare products, 2014 and 2015
                                      • Gentle products appeal to consumers in light of ingredient concerns
                                        • Figure 27: Sales of select gentle personal care products, rolling 52-week ending Feb. 22, 2015
                                    • What’s Struggling?

                                      • Products that are time-consuming, specialized
                                        • Figure 28: MULO sales of select personal care products, 2012-14
                                      • Anti-aging products struggle as anti-aging claims become widespread
                                        • Figure 29: MULO sales of select anti-aging facial skincare and body care products, 2012-14
                                    • What’s Next?

                                      • More portable, on-the-go options
                                        • Products that promote multitasking
                                          • Cosmetic benefits set skincare products apart
                                            • Technology becomes more integrated into personal care
                                            • The Consumer – What You Need to Know

                                              • Adults spending more time on functional personal care tasks
                                                • Appearances most influenced by those in their personal lives
                                                  • Usage of functional items is widespread, discretionary items more often used by women
                                                    • Men focus on usage features of products, women consider product reviews
                                                      • Older consumers prefer in-store shopping, consumers hesitate to try new products
                                                        • Consumers seek natural-sounding ingredients and pure or natural products
                                                        • Time Spent on Appearance

                                                          • More time spent on teeth and face, less time on professional services
                                                            • Figure 30: Time spent on personal care activities, July 2015
                                                          • Younger consumers, Hispanics spending more time on personal care tasks
                                                            • Figure 31: Time spent on personal care activities – More time spent, by gender, age, and race/Hispanic origin, July 2015
                                                          • Average consumer spends 21 minutes per day on appearance
                                                            • Figure 32: Average number of minutes per day spent on appearance, by gender, race/Hispanic origin, and parental status, July 2015
                                                        • Impacts on Personal Appearance

                                                          • Consumers’ appearances most influenced by those in their personal lives
                                                            • Figure 33: Factors influencing appearance, by gender and age groups 18-24 and 65+, July 2015
                                                          • Hispanics report wider variety of influences on appearance
                                                            • Figure 34: Factors influencing appearance, by race/Hispanic origin, July 2015
                                                          • Consumers most likely to experience graying hair, dry skin
                                                            • Figure 35: Appearance-related issues, July 2015
                                                          • Appearance issues more common among women, differ by age
                                                            • Figure 36: Appearance-related issues, by gender and 18-24 and 65+ age groups, July 2015
                                                            • Figure 37: Appearance-related issues, by race/Hispanic origin, July 2015
                                                        • Product Usage

                                                          • Use of functional hygiene staples widespread, discretionary products higher among women
                                                            • Figure 38: Personal care product usage – Any (net)^, by gender, July 2015
                                                          • Opportunities with Hispanics, parents
                                                            • Figure 39: Product usage – Any (net)^, by Hispanic origin and parental status, July 2015
                                                            • Figure 40: Product usage – Any (net)^, by age and race, July 2015
                                                        • Purchase Influencers

                                                          • Men look at usage features, women consider reviews and ingredients
                                                            • Figure 41: Personal care purchase influencers, by gender, July 2015
                                                          • Black consumers more likely to seek gender-specific options, age impacts purchase influencers
                                                            • Figure 42: Personal care purchase influencers, by age, and race/Hispanic origin, July 2015
                                                        • Attitudes toward Personal Care

                                                          • Consumers confused over product claims, prefer in-store shopping
                                                            • Figure 43: Attitudes toward personal care products, July 2015
                                                          • In-store shopping key for older consumers, parents more open to online
                                                            • Figure 44: Attitudes toward personal care products, by age, July 2015
                                                            • Figure 45: Attitudes toward personal care products, by gender, race/Hispanic origin, and parental status, July 2015
                                                        • Product Ingredients

                                                          • Healthy-sounding ingredients fare well in personal care
                                                            • Figure 46: Awareness and influence of ingredients, July 2015
                                                          • Women more likely to consider ingredients when making a purchase
                                                            • Figure 47: Awareness and influence of ingredients – Look for ingredient when buying products, by gender and race/Hispanic origin, July 2015
                                                            • Figure 48: Awareness and influence of ingredients – Look for ingredient when buying products, by gender and race/Hispanic origin, July 2015 (continued)
                                                        • Personal Care Claims

                                                          • Products perceived as being pure, natural are appealing
                                                            • Figure 49: Importance of personal care claims, July 2015
                                                          • Personal care claims more important to women, Black and Hispanic consumers
                                                            • Figure 50: Importance of personal care claims – Important (net)^, by gender, age, race/Hispanic origin, and parental status, July 2015
                                                            • Figure 51: Importance of personal care claims – Important (net)^, by gender, age, race/Hispanic origin, and parental status, July 2015 (continued)
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                • Appendix – Market

                                                                    • Figure 52: Annual births and fertility rate, 2003-13

                                                                Companies Covered

                                                                • Walmart Stores (USA)

                                                                Personal Care Consumer - US - November 2015

                                                                US $3,995.00 (Excl.Tax)