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Description

Description

Covered in this report

This report looks at consumer usage and purchase of BPC products, attitudes towards their beauty and personal care routines, the retailers they turn to for BPC needs, shopping habits including receptiveness to in-store expertise vs self-exploration, openness to trying new products and trends and interest in clean beauty.

"Despite the glamorous association with the BPC category, much of the engagement with the category is rooted in usage of mundane items designed to address basic hygiene needs. This renders the category one that is more firmly linked to function than fun in the minds of consumers. Having said this, consumer interest in wellness bodes well for the category and is working to give the concept of clean living – and by extension, clean beauty – a healthy glow. Positively, it also opens up opportunities to engage non-traditional audiences in a deeper, more meaningful way."

Carol Wong-Li, Associate Director - Lifestyles & Leisure

This report will look at the following areas:

  • Function over glitz and glam, BPC is more about maintenance than enjoyment
  • Shopping for BPC products is rooted in the familiar for store and product choices
  • Mass merchandisers are a threat on multiple dimensions

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

      • The insights
        • Function over glitz and glam, BPC is more about maintenance than enjoyment
          • Figure 1: Attitudes towards BPC routine (% agree), September 2019
        • Shopping for BPC products is rooted in the familiar for store and product choices
          • Figure 2: Likelihood of BPC shopping behaviours, September 2019
        • Mass merchandisers are a threat on multiple dimensions
          • Figure 3: Retailers typically shop at for BPC products, September 2019
        • The opportunities
          • In-person experiences matter most – even amongst younger audiences
            • Figure 4: ‘It only makes sense to buy online when repurchasing products I’ve bought before’ (% agree), by age, September 2019
          • More education on clean beauty will matter
            • Figure 5: ‘I prefer to buy clean beauty products’ (% agree), by gender and age, September 2019
          • Give men 25-34 more of a voice as they’re actively engaged with the category
            • Figure 6: ‘I like to experiment with new trends or products’ (% agree), by gender and age, September 2019
          • What it means
          • The Market – What You Need to Know

            • Softening consumer confidence means less interest in experimenting
              • Marketing needs to evolve as the face of the nation is literally changing
                • Competition is not letting up in the Canadian retail landscape
                • Market Factors

                  • Basic maintenance will be key as confidence in financial health softens
                    • Figure 7: Perception of financial health, January/February 2016-19
                  • Messaging consideration: there’s value in self-care
                    • The face of the nation is literally changing…
                      • Figure 8: Distribution of foreign-born population in Canada, by region of birth, 1871-2036
                    • …particularly amongst younger generations, diversity matters
                      • Figure 9: Self-identification of ethnicity, by generation, June 2019
                    • Canada is aging, BPC marketing needs to evolve accordingly
                      • The face of the nation is maturing
                        • Figure 10: Population aged 0-14 and 65+, 1995-2035*
                      • Age and BPC usage have an inverse relationship
                        • An influx of international retailers is impacting Canada’s retail landscape
                        • Key Players – What You Need to Know

                          • Clean is a term that dominates the industry right now
                            • Personal care goes public
                              • Men 25-34 need more attention – consider the long game
                                • Department stores: lots of real estate, little traction
                                  • The presence of private-label clean brands will likely grow
                                  • What’s Got a Healthy Glow?

                                    • 2019 has been the year of clean for businesses and consumers alike
                                      • For consumers, clean beauty is where it’s at
                                        • Figure 11: ‘I prefer to buy clean beauty products’ (% agree), by gender and age, September 2019
                                      • Companies from outside categories are getting in on the action
                                        • Figure 12: Lululemon Aloe Lotus Anti-Stink Deodorant spray, Sweat Reset Face Moisturizer and No-Show Dry Shampoo (US), June 2019
                                        • Figure 13: Lululemon selfcare | Anti-stink Deodorant Sweat-tested by Ally Maz, September 2019
                                        • Figure 14: Birkenstock Natural Skin Care (US), November 2019
                                      • Spotlight on Sephora: keeping it simple and straightforward
                                        • Figure 15: Sephora, June 2018
                                      • Masking and the public face of personal care
                                        • Figure 16: Hanacure post, March 2018
                                        • Figure 17: Young's Hanacure Transformation, January 2018
                                    • What Could Use A Lift?

                                      • Companies are losing out by not paying attention to men 25-34
                                        • Figure 18: Category engagement – beauty products and personal care, men of various ages vs women overall, January 2019
                                      • Deepen resonance by honing in on unique challenges to their current lifestage
                                        • Figure 19: My Morning Routine | Get Ready With Me | Men's Lifestyle Tips, August 2017
                                      • Attention to this segment now holds long-term benefits for companies
                                        • Department stores: real estate dedication isn’t translating into action
                                          • Figure 20: Retailers typically shop at for BPC products, September 2019
                                          • Figure 21: Typically shop at specialty retailer store and department store for BPC products, by gender and age, September 2019
                                      • What’s Next?

                                        • Private label is becoming a factor in clean, more will likely come
                                          • Figure 22: Earth to Skin Super Fruits Avocado Overnight Mask, Tea Time Green Tea Toner, Honey Sheet Mask Set, Super Greens Nourishing Eye Cream (US), August 2019
                                          • Figure 23: Belei Blemish Control Spot Treatment, Oil-Free Face Moisturizer SPF 50 Sunscreen Retinol, Refining Moisturizer, Ferulic Acid + Vitamins C and E Serum, Hydrating Hyaluronic Acid Serum (US), May 2019
                                        • Personal care goes microscopic
                                          • Figure 24: Mother Dirt shampoo, Cleanser for Face and Body, Moisturizer for Face and Body (UK), December 2018
                                      • The Consumer – What You Need to Know

                                        • Category usage remains heavily skewed, though a shift is on the horizon
                                          • Lean in to lifestage transitions to reach less traditional segments
                                            • Drug stores lead but mass merchandisers are a threat
                                              • BPC is more about maintenance than enjoyment
                                                • BPC shopping habits run strong – for both store choice and products
                                                • Product Usage

                                                  • Category participation remains very gendered, but a shift is taking place
                                                    • Figure 25: Product usage in past six months, September 2019
                                                  • Younger men are getting into the game
                                                    • Figure 26: Repertoire analysis of number of BPC products used in the past six months – men, by age, September 2019
                                                  • Men 25-34 are using personal grooming products
                                                    • Figure 27: Product usage in past six months – men, by age, September 2019
                                                  • Catering to a multifaceted definition of masculinity will appeal
                                                    • Figure 28: A Cliff Diver's Day I Clinique For Men, July 2019
                                                    • Figure 29: Axe body wash – works for everyone #bathsculinity, April 2019
                                                    • Figure 30: Axe body wash – every tub is in your court #bathsculinity, April 2019
                                                  • Women remain dedicated BPC users – even when they’re 55+
                                                    • Women aged 55+ continue to use a wide range of products
                                                      • Figure 31: Repertoire analysis of number of BPC products used in the past six months – women, by age, September 2019
                                                    • Thanks to dedication of ‘basics’
                                                      • Figure 32: Product usage in past six months – women, by age, September 2019
                                                    • Product messaging should keep up with their mindset
                                                      • Figure 33: May Musk in CoverGirl + Olay Simply Ageless Foundation, October 2019
                                                    • Layering on the benefits: social elements may also appeal to older women
                                                    • Who’s Buying What Products

                                                      • BPC purchasing patterns: more to it than what meets the eye
                                                        • Figure 34: Repertoire analysis of number of BPC products purchased in the past 12 months, by gender, September 2019
                                                      • Men 25-34: more category participation means more purchases
                                                        • Figure 35: Repertoire analysis of number of BPC products purchased in the past 12 months – men, by age, September 2019
                                                        • Figure 36: Products purchased in the past 12 months, men 25-34 vs men overall, September 2019
                                                      • Consider leveraging bundles to encourage personal care routine expansion…
                                                        • …and give them a ‘hook’ to make them more relevant
                                                          • Figure 37: Clinique, September 2018
                                                          • Figure 38: Allure Instagram post, October 2019
                                                        • Echoing usage patterns, women aged 55+ buy less – but there’s hope
                                                          • Figure 39: Repertoire analysis of products purchased in the past 12 months – women, by age, September 2019
                                                        • Empty-nester transition a good time to remind women to embrace a wider definition of beauty
                                                          • Beauty is so much more than youthfulness and anti-aging
                                                            • Call for engagement needs to go beyond skin deep
                                                              • Figure 40: Avon Planet Spa Aromatherapy Beauty Sleep (Germany), November 2019
                                                              • Figure 41: Johnson & Johnson Johnson's Active Baby Bedtime (UK), November 2019
                                                            • Women 18-34 are keen on tools that help with BPC routines
                                                              • Figure 42: ‘I like to experiment with new trends or products’ (% agree) – women, by age, September 2019
                                                              • Figure 43: Purchased beauty accessories and hair appliances in the past 12 months – women, by age, September 2019
                                                            • Consider taking inspiration from kitchen appliances to highlight the key role of accessories
                                                              • Figure 44: Allure Instagram post, October 2019
                                                              • Figure 45: Hannah – Skin Science Instagram post, March 2019
                                                          • Retailers Shopped

                                                            • Mass merchandisers encroaching on drug stores as resource for BPC products
                                                              • Figure 46: Retailers typically shop at for BPC products, September 2019
                                                            • Mass merchandisers have a strong hold on 35-54s
                                                              • Figure 47: Typically shop at mass merchandisers for BPC products, by age, September 2019
                                                            • Expanding on wellness expertise will benefit drug stores
                                                              • Men are buying BPC products while grocery shopping
                                                                • Simpler needs may be satiated with more basic offerings
                                                                  • Figure 48: Typically shop at grocery stores for BPC products, by gender, September 2019
                                                                • Simple needs demand simple solutions – consider bundles
                                                                  • Figure 49: Dove Men+Care, September 2019
                                                                • Engage them by leveraging broader interests
                                                                  • Figure 50: Lynx Xbox Lift Your Game Body Face Hair Gel (Australia), July 2019
                                                                  • Figure 51: Lynx Xbox Lift Your Game Deodorant Body Spray (Australia), July 2019
                                                                • 18-34s are less inclined to buy BPC products at drug stores
                                                                  • Figure 52: Typically shop at drug stores for BPC products, by gender and age, September 2019
                                                                • Drug stores may be able to attract 18-34s by focusing on clean labels and products
                                                                  • Figure 53: Attitudes towards clean beauty products and BPC product manufacturing processes (% agree), by age, September 2019
                                                                • Taking a cue from specialty store experiences will draw younger women
                                                                  • Figure 54: Typically shop at specialty beauty retailers for BPC products – women, by age, September 2019
                                                                  • Figure 55: Birchbox Instagram post, October 2019
                                                              • Routine vs Experimentation: Personal Grooming

                                                                • Personal care tends to be more habitual than experimental
                                                                  • Figure 56: Attitudes towards BPC routine (% agree), September 2019
                                                                • Even for younger women it’s not always about glitz and glamour
                                                                  • Figure 57: Attitudes towards BPC routine (% agree), women 18-34 vs women 35-54, September 2019
                                                                • Consider connecting BPC functionalities with current activity trends
                                                                  • Men 25-34 are curious about new trends or products
                                                                    • Young Millennial men are an engaged and interested audience
                                                                      • Figure 58: ‘I like to experiment with new trends or products’ (% agree), by gender and age, September 2019
                                                                      • Figure 59: Frequency of behaviour: ‘experiment with brands I have not tried before’, by gender and age, September 2019
                                                                    • Young Millennial men are keen to share thoughts and experiences
                                                                      • Figure 60: Frequency of sharing product experiences and participating in retailer sites/social media online retailer/brand chats, men 25-34 vs women 25-34 and overall, September 2019
                                                                    • Consider creating a (new) community for them to talk about it
                                                                      • Figure 61: Dewy Dudes Instagram post, June 2019
                                                                  • Routine vs Experimentation: Shopping Habits

                                                                    • Habits rule: BPC purchasing patterns tend to rely on what’s familiar
                                                                      • Figure 62: Likelihood of BPC shopping behaviours, September 2019
                                                                      • Figure 63: ‘I like to experiment with new trends or products’ (% agree), by gender and age, September 2019
                                                                    • Transparency in product production alongside education on clean beauty will appeal
                                                                      • Figure 64: Attitudes towards buying clean beauty products and interest in how products are made (% agree), September 2019
                                                                      • Figure 65: Caudalie – Tales from the vineyard – Polyphenols, September 2018
                                                                    • In-store experiences key to expanding horizons of younger audiences
                                                                      • Figure 66: ‘It only makes sense to buy online when repurchasing products I’ve bought before’ (% agree), by age, September 2019
                                                                    • Interest in in-person exploration means good opportunities for BPC-related pop-ups
                                                                      • Balance independent exploration with in-person support
                                                                        • Figure 67: ‘I'd rather search for product information on my mobile device than ask a sales associate’ (% agree), by age, September 2019
                                                                      • Include the voice of experts to draw the attention of men aged 25-34
                                                                        • Figure 68: ‘I trust influencers or experts more than family/friends for beauty/personal care recommendations’ (% agree), by gender and age, September 2019
                                                                      • Food for thought: beauty for men has a need for more general expert ambassadors
                                                                        • Figure 69: Men's Natural Makeup | EASY Beginners Tutorial, December 2018
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Consumer survey data
                                                                          • Consumer qualitative research
                                                                            • Abbreviations
                                                                              • Terms

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