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Personal Care Consumer - US - October 2014

“Personal care consumers are becoming more informed and skeptical, and are demanding transparency, simplicity, and efficacy when shopping for and using personal care products.”
– Shannon Romanowski, Senior Beauty and Personal Care Analyst

This report looks at the following issues:

  • Consumers are more informed…and frustrated 
  • People are time-strapped and spending more time away from home
  • Too much choice and information is leading to confusion, apathy
Personal care consumers are time-strapped, skeptical, and overwhelmed with choice, reinforcing the importance of increased transparency efforts from both brands and retailers. Opportunities also exist for simplifying the shopping process while delivering more convenience-driven products.
 
Market factors:
 
  • Consumers allocate spending differently depending on category.
  • Race influences how shoppers spend.
 
The consumer:
 
  • People are worried about looking older.
  • Time spent on grooming correlates to concerns about appearance.
  • Personal care shoppers rely on mass brands.
  • High awareness of familiar ingredients.
  • Claims that imply credibility are important.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
              • Executive Summary

                • Overview
                  • Market factors
                    • Consumers allocate spending differently depending on category
                      • Figure 1: Total US retail sales of personal care product categories, by share, at current prices, 2013
                    • Race influences how shoppers spend
                      • Figure 2: Haircare and skincare expenditures, by race/Hispanic origin, January 2013-March 2014
                    • The consumer
                      • People are worried about looking older
                        • Figure 3: Concerns about appearance, July 2014
                      • Time spent on grooming correlates to concerns about appearance
                        • Figure 4: Time spent on grooming, July 2014
                      • Personal care shoppers rely on mass brands
                        • Figure 5: Type of brands purchased, July 2014
                      • High awareness of familiar ingredients
                        • Figure 6: Awareness and influence of ingredients, July 2014
                      • Claims that imply credibility are important
                        • Figure 7: Importance of personal care claims, July 2014
                      • What we think
                      • Issues and Insights

                          • Consumers are more informed…and frustrated
                            • The issues
                              • The implications
                                • People are time-strapped and spending more time away from home
                                  • The issues
                                    • The implications
                                      • Too much choice and information is leading to confusion, apathy
                                        • The issues
                                          • The implications: Entertain and educate with online and in-store programs
                                          • Trend Applications

                                              • Trend: Guiding Choice
                                                • Trend: Survival Skills
                                                  • Trend: Transumers
                                                  • Market Factors

                                                    • Key points
                                                      • Consumers spending on high-usage categories and facial skincare
                                                        • Figure 8: Total US retail sales of personal care product categories, by share, at current prices, 2013
                                                        • Figure 9: Skincare expenditures, by gender and age, January 2013-March 2014
                                                        • Figure 10: Haircare expenditures, by gender and age, January 2013-March 2014
                                                      • Race impacts category spending
                                                        • Figure 11: Haircare expenditures, by race/Hispanic origin, January 2013-March 2014
                                                        • Figure 12: Skincare expenditures, by race/Hispanic origin, January 2013-March 2014
                                                        • Figure 13: Population aged 18 or older, by race and Hispanic origin, 2009-19
                                                      • Consumers working more, traveling less
                                                        • Figure 14: Time spent on lifestyle, July 2014
                                                      • Scent influences purchasing decisions
                                                      • Innovations and Innovators

                                                        • New product launch trends
                                                          • Figure 15: Share of personal care product launches, by category, 2009-14
                                                        • Multifunctional
                                                          • Quick results
                                                            • Specialized products
                                                              • Technology
                                                                • Diagnostic tools
                                                                  • Mobile apps
                                                                    • Subscription services
                                                                      • Unique formats
                                                                      • Marketing Strategies

                                                                        • Overview of the brand landscape
                                                                          • Men remain lucrative target
                                                                            • Figure 16: Old Spice ad, July 2014
                                                                            • Figure 17: Neutrogena Men ad, June 2014
                                                                          • Brands emphasize convenience
                                                                            • Figure 18: Gillette Venus Snap #INASNAP campaign, June 2014
                                                                            • Figure 19: Vaseline Spray and Go Moisturizer ad, March 2013
                                                                          • Limited-edition products reinvigorate mature markets
                                                                            • Dove uses social media to help redefine beauty
                                                                              • Figure 20: Dove Selfie campaign, January 2014
                                                                          • Appearance Related Concerns

                                                                            • Key points
                                                                              • Consumers are concerned about signs of aging, teeth yellowing
                                                                                • Figure 21: Concerns about appearance, July 2014
                                                                                • Figure 22: Concerns about appearance – Any rank, by gender, July 2014
                                                                              • Appearance related concerns dictated by lifestage
                                                                                  • Figure 23: Concerns about appearance – Any rank, by gender and age, July 2014
                                                                                • Opportunity for more affordable teeth-whitening solutions
                                                                                  • Figure 24: Concerns about appearance – Any rank, by household income, July 2014
                                                                                • Location impacts appearance related concerns
                                                                                  • Figure 25: Concerns about appearance – Any rank, by area, July 2014
                                                                              • Time Spent on Appearance

                                                                                • Key points
                                                                                  • Appearance related concerns dictate how people are spending their time
                                                                                    • Figure 26: Time spent on grooming, July 2014
                                                                                  • Men spending more time on their teeth
                                                                                    • Figure 27: Spent more time on grooming, by gender, July 2014
                                                                                    • Figure 28: Spent more time on grooming, by gender and age, July 2014
                                                                                  • Social media impacts involvement in the personal care category
                                                                                    • Figure 29: Spent more time on grooming, by visits social media websites daily, part 1, July 2014
                                                                                    • Figure 30: Spent more time on grooming, by visits social media websites daily, part 2, July 2014
                                                                                  • Young women spending less time getting professional services
                                                                                    • Figure 31: Spent less time on grooming, by gender, July 2014
                                                                                    • Figure 32: Spent less time on grooming, by gender and age, July 2014
                                                                                • The Role of Prestige, Mass, and Store Brands in Product Selection

                                                                                  • Key points
                                                                                    • Personal care shoppers rely on mass brands
                                                                                        • Figure 33: Type of brands purchased, July 2014
                                                                                        • Figure 34: Purchase mass brands most often, by gender and age, July 2014
                                                                                        • Figure 35: Purchase mass brands most often, by household income, July 2014
                                                                                      • Women willing to spend on prestige facial skincare
                                                                                        • Figure 36: Purchase prestige brands most often, by gender and age, July 2014
                                                                                        • Figure 37: Purchase prestige brands most often, by household income, July 2014
                                                                                      • Shoppers more inclined to rely on store brands for functional purchases
                                                                                          • Figure 38: Purchase store brands most often, by gender and age, July 2014
                                                                                          • Figure 39: Purchase store brands most often, by household income, July 2014
                                                                                      • Awareness of Ingredients

                                                                                        • Key points
                                                                                          • Shoppers look for healthy-sounding ingredients
                                                                                              • Figure 40: Awareness and influence of ingredients, July 2014
                                                                                              • Figure 41: Top 20 personal care claims, by share, 2009-14
                                                                                            • Consumers aged 25-34 are most receptive to ingredients
                                                                                              • Figure 42: Awareness and influence of ingredients – Have heard of and looks for this ingredient, by age, July 2014
                                                                                              • Figure 43: Awareness and influence of ingredients – Have heard of and looks for this ingredient, by presence of children in household, July 2014
                                                                                            • Sulfates suffer from negative perception
                                                                                              • Figure 44: Awareness and influence of ingredients – Have heard of and avoids this ingredient, by age, July 2014
                                                                                              • Figure 45: Awareness and influence of ingredients – Have heard of and avoids this ingredient, by presence of children in household, July 2014
                                                                                          • Importance of Personal Care Claims

                                                                                            • Key points
                                                                                              • Product testing claims important to respondents
                                                                                                • Figure 46: Importance of personal care claims, July 2014
                                                                                              • Consumers look for natural ingredients
                                                                                                • Men show their sensitive side
                                                                                                  • Figure 47: Importance of personal care claims – Important, by gender, July 2014
                                                                                                  • Figure 48: Importance of personal care claims – Important, by age, July 2014
                                                                                                  • Figure 49: Importance of personal care claims – Important, by presence of children in household, July 2014
                                                                                                • Diet-related claims are less important in personal care
                                                                                                  • Figure 50: Importance of personal care claims – Not important, by gender, July 2014
                                                                                                  • Figure 51: Importance of personal care claims – Not important, by age, July 2014
                                                                                                  • Figure 52: Importance of personal care claims – Not important, by presence of children in household, July 2014
                                                                                              • Attitudes Toward Personal Care Products and Claims

                                                                                                • Key points
                                                                                                  • Shoppers think a lot of personal care products are unnecessary
                                                                                                    • Women both happy and dissatisfied with personal care products
                                                                                                        • Figure 53: Attitudes toward personal care products and claims, by gender, July 2014
                                                                                                      • Consumers want to be informed
                                                                                                        • Figure 54: Attitudes toward personal care products and claims, by gender and age, July 2014
                                                                                                        • Figure 55: Attitudes toward personal care products and claims, by presence of children in household, July 2014
                                                                                                    • Race and Hispanic Origin

                                                                                                      • Key points
                                                                                                        • Appearance related concerns vary by race
                                                                                                          • Figure 56: Concerns about appearance – Any rank, by race/Hispanic origin, July 2014
                                                                                                        • Race reveals differences in time spent grooming
                                                                                                          • Figure 57: Spent more time on grooming, by race/Hispanic origin, July 2014
                                                                                                        • Hispanics, Asian consumers more in tune with ingredients and claims
                                                                                                          • Figure 58: Awareness and influence of ingredients – Have heard of and looks for this ingredient, by race/Hispanic origin, July 2014
                                                                                                          • Figure 59: Awareness and influence of ingredients – Have heard of and avoids this ingredient, by race/Hispanic origin, July 2014
                                                                                                          • Figure 60: Importance of personal care claims – Important, by race/Hispanic origin, July 2014
                                                                                                      • Appendix — Other Useful Consumer Tables

                                                                                                        • Personal care expenditures
                                                                                                          • Figure 61: Skincare expenditures, by gender, January 2013-March 2014
                                                                                                          • Figure 62: Skincare expenditures, by age, January 2013-March 2014
                                                                                                          • Figure 63: Haircare expenditures, by gender, January 2013-March 2014
                                                                                                          • Figure 64: Haircare expenditures, by age, January 2013-March 2014
                                                                                                        • Appearance related concerns
                                                                                                          • Figure 65: Concerns about appearance – Rank 1, by gender and age, July 2014
                                                                                                          • Figure 66: Concerns about appearance – Rank 2, by gender and age, July 2014
                                                                                                          • Figure 67: Concerns about appearance – Rank 3, by gender and age, July 2014
                                                                                                          • Figure 68: Importance of personal care claims, by concerns about appearance – Any rank, part 1, July 2014
                                                                                                          • Figure 69: Importance of personal care claims, by concerns about appearance – Any rank, part 2, July 2014
                                                                                                          • Figure 70: Importance of personal care claims, by concerns about appearance – Any rank, part 3, July 2014
                                                                                                        • Time spent on appearance and lifestyle
                                                                                                          • Figure 71: Spent more time on grooming, by household income, July 2014
                                                                                                          • Figure 72: Spent less time on grooming, by household income, July 2014
                                                                                                          • Figure 73: Spent less time on grooming, by visits social media websites daily, July 2014
                                                                                                          • Figure 74: Spent less time on grooming, by visits social media websites daily, July 2014
                                                                                                          • Figure 75: Spent less time on grooming, by race/Hispanic origin, July 2014
                                                                                                          • Figure 76: Time spent on lifestyle – Spent more time, by gender, July 2014
                                                                                                          • Figure 77: Time spent on lifestyle – Spent more time, by age, July 2014
                                                                                                          • Figure 78: Time spent on lifestyle – Spent less time, by gender, July 2014
                                                                                                          • Figure 79: Time spent on lifestyle – Spent less time, by age, July 2014
                                                                                                        • The role of prestige, mass, and store brands on product selection
                                                                                                          • Figure 80: Purchase store brands most often, by race/Hispanic origin, July 2014
                                                                                                          • Figure 81: Purchase mass brands most often, by race/Hispanic origin, July 2014
                                                                                                          • Figure 82: Purchase pprestige brands most often, by race/Hispanic origin, July 2014
                                                                                                        • Awareness of ingredients
                                                                                                          • Figure 83: Awareness and influence of ingredients – Have heard of and looks for this ingredient, by gender, July 2014
                                                                                                          • Figure 84: Awareness and influence of ingredients – Have heard of and looks for this ingredient, by household income, July 2014
                                                                                                          • Figure 85: Awareness and influence of ingredients – Have heard of and avoids this ingredient, by gender, July 2014
                                                                                                          • Figure 86: Awareness and influence of ingredients – Have heard of and avoids this ingredient, by household income, July 2014
                                                                                                        • Importance of personal care claims
                                                                                                            • Figure 87: Importance of personal care claims – Neutral, by gender, July 2014
                                                                                                            • Figure 88: Importance of personal care claims – Neutral, by age, July 2014
                                                                                                            • Figure 89: Importance of personal care claims – Neutral, by gender and age, July 2014
                                                                                                            • Figure 90: Importance of personal care claims – Neutral, by household income, July 2014
                                                                                                            • Figure 91: Importance of personal care claims – Neutral, by race/Hispanic origin, July 2014
                                                                                                            • Figure 92: Importance of personal care claims – Neutral, by presence of children in household, July 2014
                                                                                                            • Figure 93: Importance of personal care claims – Not important, by race/Hispanic origin, July 2014
                                                                                                          • Attitudes toward personal care products and claims
                                                                                                            • Figure 94: Attitudes toward personal care products and claims, by household income, July 2014
                                                                                                            • Figure 95: Attitudes toward personal care products and claims, by race/Hispanic origin, July 2014
                                                                                                        • Appendix — Trade Associations

                                                                                                          Companies Covered

                                                                                                          • Avon
                                                                                                          • Global Gillette
                                                                                                          • L'Oréal USA
                                                                                                          • Oral B Laboratories Ltd
                                                                                                          • Sephora

                                                                                                          Personal Care Consumer - US - October 2014

                                                                                                          £3,199.84 (Excl.Tax)