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Skincare Ingredient and Format Trends - US - December 2015

US adults are looking for easy-to-use, functional formats when shopping for skincare products, explaining the popularity of wipes and sheet masks. Brands may also consider a focus on natural ingredients, with charcoal, micellar water, and aloe appealing to consumers. Further success can be achieved by incorporating trends from the Asian skincare market, with unique ingredients beginning to emerge in US product launches.

  • Adults allocate most spend toward facial skincare
  • Adults consider impacts of environment and product usage on the appearance of their skin
  • Skincare usage higher among younger women

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Adults allocate most spend toward facial skincare
            • Figure 1: Share of sales in skincare market, by segment, 2014 (est.)
          • Adults consider impacts of environment and product usage on the appearance of their skin
            • Figure 2: Factors impacting appearance of skin, any ranking (net*), October 2015
          • Skincare usage higher among younger women
            • Figure 3: Use of skincare products, by gender, age, and race, October 2015
          • The opportunities
            • Simple, functional packaging appeals to consumers
              • Figure 4: Interest in skincare packaging features, October 2015
            • Incorporating Asian trends into products can help brands to stand out
              • Focus on natural ingredients
                • Figure 5: Correspondence analysis of natural ingredient benefits, October 2015
              • What it means
              • The Market – What You Need to Know

                • Most spend allocated toward facial skincare, especially anti-aging
                  • Natural approaches impact market, adults reluctant to try new products
                    • Population of females, Black and Hispanic adults to boost skincare market
                    • Market Breakdown

                      • Adults allocate most spend toward facial skincare
                        • Figure 6: Share of sales in skincare market, by segment, 2014 (est.)
                    • Market Perspective

                      • Adults increasingly stress importance of looking young
                        • Figure 7: Attitudes toward skincare and appearance – Any agree (net^), April 2010 -June 2015
                        • Figure 8: Attitudes toward skincare and appearance – Any agree (net^), by gender and race/Hispanic origin, April 2014-June 2015
                      • Asian skincare trends influence US market
                        • Beauty from within trend extends from vitamins to beverages
                          • In their words
                            • Skincare users reluctant to try new products
                              • In their words
                                • Natural ingredients appealing amid concerns over ingredient safety
                                  • In their words
                                  • Market Factors

                                    • Growth in female population a positive indicator for skincare market
                                      • Figure 9: Female population by age, 2010-20
                                    • Population growth among multicultural adults could improve skincare sales
                                      • Figure 10: US Population by race and Hispanic origin, 2010-20
                                    • Aging population may slow market growth
                                      • Figure 11: US Population by age, 2010-20
                                    • Stabilizing incomes may encourage increased spend on skincare
                                      • Figure 12: Median household income, in inflation-adjusted dollars, 2004-14
                                    • Spend impacted by race and Hispanic origin
                                      • Figure 13: Mean skincare expenditures, by gender and race/Hispanic origin, April 2014-June 2015
                                  • Key Initiatives – What You Need to Know

                                    • Natural ingredients, easy-to-use formats appeal to consumers
                                      • Technology, Asian skincare present opportunities for products to stand out
                                      • What’s In?

                                        • Natural ingredients like charcoal, aloe popular in product launches
                                          • Water-based products, mist sprays offer ease-of-use, hydrating benefits
                                            • Easy-to-use formats like sheet masks, dual chamber products simplify routines
                                            • What’s Next?

                                              • Environmental claims evolve from the brand level to the product level
                                                • Asian influence becomes increasingly mainstream, inspires new ingredients
                                                  • Technology enhances the retailing landscape
                                                    • Products also benefit from the incorporation of technology
                                                    • The Consumer – What You Need to Know

                                                      • A variety of factors impact skin’s appearance
                                                        • Skincare use is higher among younger women, use of wipes increasing
                                                          • Consumers research products, consider recommendations
                                                            • Wipes seen as convenient, opportunities to position as easy-to-use or gentle
                                                              • Consumers look for functional features in skincare packaging
                                                                • Packaging innovations appeal to younger consumers
                                                                  • Aloe stands out as a multi-purpose ingredient
                                                                  • Factors Influencing Appearance

                                                                    • Appearance of skin is impacted by both lifestyle and product usage
                                                                      • Figure 14: Factors impacting appearance of skin, any ranking (net*), October 2015
                                                                    • Older adults focus on genetics and environmental factors
                                                                      • Figure 15: Factors impacting appearance of skin, any ranking (net*), by age groups 18-34 and 55+ and household incomes of >$25K and $150K+, October 2015
                                                                    • Black adults less likely to consider role of sun in skin’s appearance
                                                                      • Figure 16: Factors impacting appearance of skin, any ranking (net*), by race/Hispanic origin, October 2015
                                                                    • In their words
                                                                    • Product Usage

                                                                      • Skincare use is higher among younger adults, women
                                                                        • Figure 17: Use of skincare products, by gender, age, and race/Hispanic origin, October 2015
                                                                      • Use of wipes increases as adults seek more convenient formats
                                                                        • Figure 18: Types of facial cleansing products used, April 2010-June 2015
                                                                      • Products used for anti-aging despite declining anti-aging sales
                                                                        • Figure 19: Reasons for using facial cleansing products, April 2010 -June 2015
                                                                    • Purchase Influencers

                                                                      • Younger consumers do research, older consumers stick with what’s familiar
                                                                        • Figure 20: Skincare purchase influencers, by age, October 2015
                                                                      • Black consumers less likely to consider product recommendations
                                                                          • Figure 21: Select skincare purchase influencers, by gender and race/Hispanic origin, October 2015
                                                                        • In their words
                                                                        • Format Perceptions

                                                                          • Wipes viewed as convenient, opportunity to improve perception of gels
                                                                              • Figure 22: Correspondence analysis of attributes by product format, October 2015
                                                                            • In their words
                                                                            • Packaging Features

                                                                              • Consumers seek simplicity, functional benefits in skincare packaging
                                                                                • Figure 23: Interest in skincare packaging features, by gender, October 2015
                                                                              • Younger consumers more interested in packaging features
                                                                                • Figure 24: Interest in skincare packaging features, by age, October 2015
                                                                                • Figure 25: Interest in skincare packaging features, by race/Hispanic origin, October 2015
                                                                              • In their words
                                                                              • Packaging Innovations

                                                                                • Consumers willing to pay more for functional packaging innovations
                                                                                    • Figure 26: Interest in skincare packaging innovations, October 2015
                                                                                  • Younger consumers interested in packaging innovations
                                                                                    • Figure 27: Willing to spend more on skincare packaging innovations, October 2015
                                                                                  • Those in urban areas, Hispanics more interested in diagnostic features
                                                                                    • Figure 28: Interest in skincare packaging innovations, any (net*), by race/Hispanic origin and area, October 2015
                                                                                • Benefits of Natural Ingredients

                                                                                  • Opportunities exist to improve education surrounding ingredients
                                                                                      • Figure 29: Correspondence analysis of natural ingredient benefits, October 2015
                                                                                    • Men, Hispanics more likely to associate ingredients with specific benefits
                                                                                      • Figure 30: Consumers that associate ingredients with cleansing, by gender and race/Hispanic origin, October 2015
                                                                                    • In their words
                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                      • Consumer survey data
                                                                                        • Consumer qualitative research
                                                                                          • Abbreviations and terms
                                                                                            • Abbreviations
                                                                                            • Appendix – Key Initiatives

                                                                                                • Figure 31: Percentage of skincare products containing common ingredients, Jan 2010-Nov 11, 2015
                                                                                            • Appendix – Consumer

                                                                                                • Figure 32: Types of moisturizers used, by gender, age, and race/Hispanic origin, April 2014-June 2015
                                                                                                • Figure 33: Types of facial cleansing products used, by gender, age, and race/Hispanic origin, April 2014 – June 2015

                                                                                            Companies Covered

                                                                                            • Walmart Stores (USA)

                                                                                            Skincare Ingredient and Format Trends - US - December 2015

                                                                                            £3,199.84 (Excl.Tax)