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Beauty & Personal Care - Ireland - February 2018

“The Irish beauty and personal care market is largely driven by new product developments, technology-led innovations and the digital world of social media. With consumers looking for good value for money, mass-market brands dominate the market across many personal care and beauty segments. Nevertheless, BPC shoppers are prepared to pay premium prices for high-end brands as they look for high-quality products, value-adding services as well as customisable and personalised cosmetics and toiletries.”

– Joanna Kempiak, Market Research Analyst

This report examines the following issues:

This Report evaluates the market for beauty and personal care (BPC) products for use in the home in Ireland. It examines the main market drivers and trends affecting the industry and influencing consumer behaviour. Moreover, it draws on consumer research and examines types of BPC products bought, types of brands and retailers consumers have shopped in for BPC items as well as preferences and attitudes towards beauty and personal care.

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
        • Definition
        • Executive Summary

            • The market
              • Figure 1: Estimated retail value of beauty and personal care market, RoI and NI, 2012-18
            • Forecast
              • Figure 2: Estimated retail value of beauty and personal care market, RoI and NI, 2012-23
            • Market factors
              • Brexit affecting consumer confidence
                • BPC brands targeting wider audience
                  • Personalisation and customisation of BPC products gain popularity
                    • Consumers and BPC brands concerned about the environment
                      • Companies, brands and innovations
                        • The consumer
                          • Everyday toiletries the most frequently bought BPC products
                            • Figure 3: Types of beauty and personal care items bought in the last 12 months, NI and RoI, November 2017
                          • Consumers choose standard/own-label brands for personal care products, but premium for fragrances
                            • Figure 4: Types of brands consumers typically bought for each of the following beauty/personal care products in the last 12 months, NI and RoI, November 2017
                          • Boots and Tesco the most preferred BPC retailers
                            • Figure 5: Retailers that consumers have bought beauty and personal care items from in the last 12 months, NI, November 2017
                            • Figure 6: Retailers that consumers have bought beauty and personal care items from in the last 12 months, RoI, November 2017
                          • Distrust for Irish consumers continues
                            • Figure 7: Agreement with statements relating to beauty and personal care, NI and RoI, November 2017
                        • The Market – What You Need to Know

                          • The retail value of the Irish BPC market continues to rise
                            • Brexit and its impact on the BPC market
                              • Male beauty and the gender stereotype
                                • Personalisation is the key
                                  • Consumers in search of natural ingredients
                                    • Eco-conscious consumers and eco-friendly products
                                    • Market Size and Segmentation

                                        • Growth of BPC market across Ireland in 2018
                                          • Figure 8: Estimated retail value of beauty and personal care market, IoI, RoI and NI, 2012-23
                                        • Colourful future of cosmetics
                                          • Figure 9: Estimated retail market value of colour cosmetics, IoI, RoI and NI, 2012-23
                                        • Fragrances set to see value decline in 2018
                                          • Figure 10: Estimated retail market value of fragrances, IoI, RoI and NI, 2012-23
                                        • Pretty smiles
                                          • Figure 11: Estimated retail market value of oral hygiene, IoI, RoI and NI, 2012-23
                                        • Volumizing sales
                                          • Figure 12: Estimated retail market value of shampoo & conditioners, IoI, RoI and NI, 2012-23
                                        • Facial recognition
                                          • Figure 13: Estimated retail market value of facial care, IoI, RoI and NI, 2012-23
                                        • The bubbly world
                                          • Figure 14: Estimated retail market value of soap, bath & shower products, IoI, RoI and NI, 2012-23
                                        • Deodorants
                                          • Figure 15: Estimated retail market value of deodorants, IoI, RoI and NI, 2012-23
                                        • From head to toe
                                          • Figure 16: Estimated retail market value of body care, IoI, RoI and NI, 2012-23
                                      • Market Drivers

                                        • Consumer confidence following Brexit
                                          • Financial situation a year on
                                            • Figure 17: How consumers describe their finances compared to a year ago, NI and RoI, September 2017
                                          • Outlook for the future
                                            • Figure 18: How consumers feel Brexit will impact their future personal situation, NI and RoI, September 2017
                                            • Figure 19: Thinking specifically about your own personal financial situation, do you think that it will improve, stay the same or get worse over the next 12 months, NI and RoI, September 2017
                                          • Personal finances are just ‘OK’
                                            • Figure 20: How consumers rate their current financial situation, NI and RoI, January 2017-January 2018
                                          • Gender segmentation
                                            • Figure 21: Types of beauty and personal care items bought by men in the last 12 months, NI and RoI, November 2017
                                          • One size does not fit all
                                              • Figure 22: Beauty brands and their customisable products, 2017
                                            • Closer to nature
                                              • Figure 23: Girl Undiscovered BPC products made using natural ingredients, 2017
                                              • Figure 24: BPC products made using natural ingredients
                                            • Consumers want to help the environment
                                                • Figure 25: Beauty products that make eco-friendly pack claims, 2017
                                                • Figure 26: Global: new beauty & personal care product launches with environmentally friendly package as the claim, by period of launch, November 2012-October 2017
                                                • Figure 27: BPC packaging innovations
                                              • Plastic microbeads ban comes into life
                                              • Companies and Brands – What You Need to Know

                                                • Coty Inc. set to reduce presence in Ireland with closure of Nenagh factory
                                                  • L’Oréal to sell The Body Shop brand to Brazilian cosmetics producer Natura
                                                    • Johnson & Johnson to invest €300 million in its RoI factory in County Cork
                                                      • A.S. Watson partners with Infosys in new digital transformation initiative
                                                        • Domestic brands focusing on organic and natural solutions
                                                        • Companies and Brands

                                                            • Manufacturers
                                                              • Coty Inc.
                                                                • Estée Lauder
                                                                  • Johnson & Johnson
                                                                    • L’Oréal UK & Ireland
                                                                      • LVMH Group (Louis Vuitton, Moet, Hennessy)
                                                                        • Unilever
                                                                          • Procter & Gamble
                                                                            • Green Angel
                                                                              • Voya Organic Beauty
                                                                                • Retailers
                                                                                  • A.S. Watson (Superdrug, The Perfume Shop, Savers)
                                                                                    • Debenhams
                                                                                      • Gordons Chemist
                                                                                        • Lush
                                                                                          • The Body Shop
                                                                                            • Walgreens Boots Alliance
                                                                                            • Who’s Innovating?

                                                                                                • New product launches shrink significantly in last five years
                                                                                                  • Figure 28: New product development in beauty and personal care industry, by sub-category, UK and Ireland, 2014-17
                                                                                                • Botanical/Herbal is the dominant claim in a shrinking market, but with a rise in ethical claims
                                                                                                  • Figure 29: Claims analysis of beauty and personal care market, UK and Ireland, 2014-17
                                                                                                • Men’s beauty and personal care ranges continue to emerge
                                                                                                  • Demand for natural ingredients and treatments grows across beauty and personal care sector
                                                                                                  • The Consumer – What You Need to Know

                                                                                                    • Personal care toiletries most frequently purchased products
                                                                                                      • Mass-market brands lead the market
                                                                                                        • Beauty specialists and supermarkets top favourite retailers
                                                                                                          • Irish consumers distrustful towards beauty claims
                                                                                                          • Type of Beauty and Personal Products Bought

                                                                                                              • Soap, bath/shower products, bodysprays and oral hygiene supplies most frequently purchased items
                                                                                                                • Figure 30: Types of beauty and personal care items bought in the last 12 months, NI and RoI, November 2017
                                                                                                              • NI men more likely to purchase BPC items than men in RoI
                                                                                                                • Figure 31: Top three types of beauty and personal care items bought in the last 12 months, by gender, NI, November 2017
                                                                                                                • Figure 32: Top three types of beauty and personal care items bought in the last 12 months, by gender, RoI, November 2017
                                                                                                              • Gen-Xers and Baby Boomers primary buyers of BPC products
                                                                                                                • Figure 33: Top three types of beauty and personal care items bought in the last 12 months, by age, NI, November 2017
                                                                                                                • Figure 34: Top three types of beauty and personal care items bought in the last 12 months, by age, RoI, November 2017
                                                                                                              • Premium brands preferred choice for fragrance and aftershave
                                                                                                                • Figure 35: Types of brands consumers typically bought for each of the following beauty/personal care products in the last 12 months, NI and RoI, November 2017
                                                                                                              • Premium brands most appealing to Irish women and ABC1s when purchasing fragrance/aftershave
                                                                                                                • Figure 36: Consumers who have bought premium brands of fragrance/aftershave in the last 12 months, by gender, age and social class, NI and RoI, November 2017
                                                                                                              • Own-label brand toiletries purchased by C2DEFs and Millennials
                                                                                                                • Irish consumers choose standard brands when purchasing BPC products
                                                                                                                  • Figure 37: Types of brands consumers typically bought for make-up products in the last 12 months, NI and RoI, November 2017
                                                                                                                  • Figure 38: Consumers who have bought standard brand make-up products in the last 12 months, by gender, age and social class, NI and RoI, November 2017
                                                                                                                • Mass-market brand facial/body skincare products top choice for Irish shoppers
                                                                                                                  • Figure 39: Consumers who have bought standard brand facial/body skincare products in the last 12 months, NI and RoI, November 2017
                                                                                                                  • Figure 40: Consumers who have bought standard brand facial/body skincare products in the last 12 months, by gender and age, NI and RoI, November 2017
                                                                                                                • Standard brand haircare products favourite option amongst Irish consumers
                                                                                                                  • Figure 41: Consumers who have bought standard brand haircare products in the last 12 months, NI and RoI, November 2017
                                                                                                                  • Figure 42: Consumers who have bought standard brand haircare products in the last 12 months, by gender and age, NI and RoI, November 2017
                                                                                                                • Irish Gen-Xers buying standard brand toiletries
                                                                                                                  • Figure 43: consumers who have bought standard brand toiletries in the last 12 months, NI and RoI, November 2017
                                                                                                                  • Figure 44: Consumers who have bought standard brand toiletries in the last 12 months, by age, NI and RoI, November 2017
                                                                                                              • Retailers Used to Purchase Beauty and Personal Care Items

                                                                                                                  • Boots and Tesco leading BPC retailers amongst Irish consumers
                                                                                                                    • Figure 45: Retailers that consumers have bought beauty and personal care items from in the last 12 months, NI and RoI, November 2017
                                                                                                                  • Older Millennials and women primary BPC products shopper at Boots
                                                                                                                    • Figure 46: Consumers who purchased beauty and personal care products from Boots in the last 12 months by age, NI and RoI, November 2017
                                                                                                                    • Figure 47: Consumers who purchased beauty and personal care products from Boots in the last 12 months by daily internet usage, NI and RoI, November 2017
                                                                                                                  • Top three NI supermarkets attracting Millennials
                                                                                                                    • Figure 48: Consumers who purchased beauty and personal care products from supermarkets in the last 12 months, by age, NI, November 2017
                                                                                                                    • Figure 49: Consumers who purchased beauty and personal care products from supermarkets in the last 12 months, by gender and social class, NI, November 2017
                                                                                                                    • Figure 50: Consumers who purchased beauty and personal care products from supermarkets in the last 12 months, by daily internet usage, NI, November 2017
                                                                                                                  • RoI – 25-34s shop in Tesco, while 16-24s prefer Dunnes or Aldi/Lidl
                                                                                                                    • Figure 51: Consumers who purchased beauty and personal care products from supermarkets in the last 12 months, by age, RoI, November 2017
                                                                                                                    • Figure 52: Consumers who purchased beauty and personal care products from supermarkets in the last 12 months, by gender and social class, RoI, November 2017
                                                                                                                  • Traditional chemists attract younger Millennials in NI, but Baby Boomers in RoI
                                                                                                                    • Figure 53: Consumers who purchased beauty and personal care products from a traditional chemist in the last 12 months, by gender and age, NI and RoI, November 2017
                                                                                                                    • Figure 54: Consumers who purchased beauty and personal care products from a traditional chemist in the last 12 months, by daily internet usage, NI and RoI, November 2017
                                                                                                                  • C2DEFs more likely to buy BPC products in discount stores
                                                                                                                    • Figure 55: Consumers who purchased beauty and personal care products from a discount store in the last 12 months, by gender, age and social class, NI and RoI, November 2017
                                                                                                                  • Online shopping most popular amongst Irish Millennials
                                                                                                                    • Figure 56: Consumers who purchased beauty and personal care products from an online store in the last 12 months, by age, NI and RoI, November 2017
                                                                                                                • Attitudes towards Beauty and Personal Care

                                                                                                                    • Irish consumers distrustful towards beauty claims
                                                                                                                      • Figure 57: Agreement with statements relating to beauty and personal care, NI and RoI, November 2017
                                                                                                                    • NI men and Irish Baby Boomers sceptical of claims
                                                                                                                      • Figure 58: Agreement with the statement ‘I do not trust all the claims made by some skincare products (eg anti-ageing)’, by gender and age, NI and RoI, November 2017
                                                                                                                      • Figure 59: Agreement with the statement ‘I do not trust all the claims made by some skincare products (eg anti-ageing)’, by gross annual household income, NI and RoI, November 2017
                                                                                                                    • Irish women perceive beauty/fragrance sets as the ideal gift
                                                                                                                      • Figure 60: Agreement with the statement ‘Beauty/fragrance sets are an ideal gift’, by gender and age, NI and RoI, November 2017
                                                                                                                    • In-store beauty services appealing to Irish Millennials
                                                                                                                      • Figure 61: Agreement with the statement ‘I would be interested in an in-store service that tests my skin for sensitivity to certain beauty products/ingredients (ie allergies)’, by gender and age, NI and RoI, November 2017
                                                                                                                    • NI men and older generation pay less attention to BPC product packaging
                                                                                                                      • Figure 62: Agreement with the statement ‘Packaging is not important to me when buying beauty products’, by gender and age, NI and RoI, November 2017
                                                                                                                    • Discounter outlets see rise in BPC product sales
                                                                                                                      • Figure 63: Agreement with the statement ‘I have bought more personal care items (eg deodorant) from discounter outlets in the last 12 months’, by gender and age, NI and RoI, November 2017
                                                                                                                    • Irish women and younger generation more willing to pay extra for premium brands
                                                                                                                      • Figure 64: Agreement with the statement ‘Premium/luxury beauty brands are worth the extra money’, by gender, age and social class, NI and RoI, November 2017
                                                                                                                    • Millennials willing to pay premium for customised BPC products
                                                                                                                      • Figure 65: Agreement with the statement ‘I would be willing to pay more for customised beauty items (eg fragrance, foundation) specialised to me’, by age, NI and RoI, November 2017
                                                                                                                    • Recommendations made by beauty bloggers are not appealing to Irish men and Baby Boomers
                                                                                                                      • Figure 66: Disagreement with statement ‘I trust recommendations from beauty bloggers’, by gender and age, NI and RoI, November 2017
                                                                                                                      • Figure 67: Disagreement with statement ‘I trust recommendations from beauty bloggers’, by daily internet usage, NI and RoI, November 2017
                                                                                                                    • Younger generations more concerned about animal welfare
                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                      • Consumer research
                                                                                                                        • Data sources
                                                                                                                          • Generational cohort definitions
                                                                                                                            • Market size rationale
                                                                                                                              • Abbreviations
                                                                                                                                • BPC market size and forecasting breakdown
                                                                                                                                  • Top-performing BPC segments
                                                                                                                                    • Figure 68: Estimated market value of top-performing BPC segments, IoI, RoI and NI, 2012-23
                                                                                                                                  • 'Other' BPC segments
                                                                                                                                    • Figure 69: Estimated market value of ‘other’ BPC segments, IoI, RoI and NI, 2012-23

                                                                                                                                Beauty & Personal Care - Ireland - February 2018

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