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Description

Description

"To prevent the nail color and care market from further declines, brands in this space must alleviate concerns over chemicals and nail damage. The growing shift in preferences from nail polish to alternatives demonstrates opportunities for growth. Brands that emphasize nail health and natural formulas can potentially remedy losses and increase engagement."
- Clare Hennigan, Senior Beauty & Personal Care Analyst

This Report will cover the following areas:

  • Engagement among women is declining
  • Salon services take share from at-home market
  • Concerns surrounding damage and chemicals hinder growth
  • Social media adds education and entertainment back into the category
  • At-home nail polish alternatives resonate with consumers
  • Niche audiences present opportunities for growth

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • The issues
            • Engagement among women is declining
              • Figure 1: Select nail services – Any service (NET), by women and generation, November 2019
            • Salon services take share from at-home market
              • Figure 2: Nail services, salon vs at home, by women, November 2019
            • Concerns surrounding damage and chemicals hinder growth
              • Figure 3: Select attitudes toward nail color and care, November 2019
            • The opportunities
              • Social media adds education and entertainment back into the category
                • Figure 4: Select nail routine involvement – more, by visits to social media daily, November 2019
              • At-home nail polish alternatives resonate with consumers
                • Figure 5: Press-on nail routine involvement, November 2019
              • Niche audiences present opportunities for growth
                • Figure 6: Select nail routine involvement – more, by parental status, November 2019
              • What it means
              • The Market – What You Need to Know

                • Nail color and care market is slowly declining
                  • Nail polish struggles to shine
                    • Salon services take share from at-home market
                      • Declining engagement among Gen Z
                      • Market Size and Forecast

                        • Nail color and care continues to struggle
                          • Figure 7: Total US sales and fan chart forecast of nail color and care products, at current prices, 2014-2024
                          • Figure 8: Total US retail sales and forecast of nail color and care products, at current prices, 2014-24
                      • Market Breakdown

                        • Nail polish struggles to shine
                          • Figure 9: Share of total US retail sales of nail color and care products, by segment, at current prices, 2019
                        • Artificial nails and nail accessories buoy market
                          • Figure 10: Total US retail sales of nail color and care products, by segment, at current prices, 2017 and 2019
                      • Market Perspective

                        • Salon services take share from at-home market
                          • Figure 11: Nail services – Any service (NET), by gender, November 2019
                        • Nail care users have location preferences, but DIY innovations may cause a shift
                          • Figure 12: Any nail service (NET) – Either way or both ways, by gender, November 2019
                      • Market Factors

                        • Majority of purchases occur in-store
                          • Figure 13: In-store vs online purchase, October 2017 vs November 2019
                        • Declining engagement among Gen Z
                          • Figure 14: Nail services – Any service (NET), by women and generation, November 2019
                        • Talks of recession could impact category spend
                          • Figure 15: Select nail services, salon vs at home, by women and income, November 2019
                      • Key Players – What You Need to Know

                        • MULO sales are stable, for now
                          • Nail brands are using TikTok to reach new audiences
                            • Damage concerns hinder growth
                              • Technological innovations could disrupt the market
                              • Company and Brand Sales of Nail Color and Care

                                • MULO sales are stable, for now
                                  • Kiss Products’ success points to shift in consumer preferences
                                    • Sales of nail color and care by company
                                      • Figure 16: Multi-outlet sales of nail color and care products, by leading companies, rolling 52 weeks 2018 and 2019
                                  • What’s Working

                                    • Nail brands use TikTok to reach new audiences
                                      • Figure 17: Select nail routine involvement – more, by visits to social media daily, November 2019
                                    • At-home nail polish alternatives resonate with consumers
                                      • Brands targeting underserved markets see success
                                        • Figure 18: Money spent on nail products compared to year ago, by male and age, November 2019
                                        • Figure 19: Multi-outlet sales of nail color and care products, by select nail accessories and implement brands, rolling 52 weeks 2018 and 2019
                                    • What’s Struggling

                                      • Traditional nail polishes lose share to alternative products and indie brands
                                          • Figure 20: Multi-outlet sales of nail color and care products, by select nail polish brands, rolling 52 weeks 2018 and 2019
                                        • Damage concerns hinder growth
                                          • Figure 21: Gel manicure services, salon vs at home, by women, November 2019
                                        • Nail salons are due for a makeover
                                        • What to Watch

                                          • Technological innovations could disrupt the market
                                            • Consider the implications: Mintel 2030 Trend driver – Experiences
                                            • The Consumer – What You Need to Know

                                              • Basic services are done at home
                                                • Women use a wide repertoire of nail products, though usage is declining
                                                  • Opportunities to target men with at-home products
                                                    • Special events drive nail care involvement
                                                      • Hispanic women are concerned about chemicals
                                                        • Nail strengthening innovations have mass appeal
                                                        • Nail Services

                                                          • Basic services are done at home
                                                            • Figure 22: Nail services, salon vs at home, by women, November 2019
                                                          • Most men maintain their nails at home
                                                            • Figure 23: Nail services, salon vs at home, by men, November 2019
                                                          • Young women experiment with multiple nail services
                                                            • Figure 24: Select nail services done, salon vs at home, by women and age, November 2019
                                                          • Hispanic women are avid salon goers
                                                            • Figure 25: Select nail services done, salon vs at home, by women and race and Hispanic origin, November 2019
                                                        • Nail Product Usage

                                                          • Most consumers use nail tools
                                                            • Figure 26: Nail product usage, November 2019
                                                          • Women use a wider repertoire of nail products, though ownership is declining
                                                            • Figure 27: Select nail product usage, by gender, November 2019
                                                          • Younger consumers experiment with nail products at home
                                                            • Figure 28: Nail product usage, by age, November 2019
                                                          • Hispanic women use alternative products
                                                            • Figure 29: Nail product usage, by race and Hispanic origin, November 2019
                                                        • Nail Routine Involvement

                                                          • Consumers are spending less money on their nail routines
                                                            • Figure 30: Nail routine involvement, November 2019
                                                          • Opportunities to target men with at-home products
                                                            • Figure 31: Select nail routine involvement, by gender, November 2019
                                                          • Key demographics are spending less time and money on nail routines
                                                            • Figure 32: Select nail routine involvement – More or less, by age, November 2019
                                                          • Parents are actively involved in their nail routines
                                                            • Figure 33: Select nail routine involvement – more, by parental status, November 2019
                                                        • Behaviors toward Nail Color and Care

                                                          • Special events drive nail care involvement
                                                            • Figure 34: Behaviors toward nail color and care, November 2019
                                                          • Opportunities to reach men with genderless offerings
                                                            • Figure 35: Behaviors toward nail color and care, by gender, November 2019
                                                          • Brand loyalty deepens with age
                                                            • Figure 36: Behaviors toward nail color and care, by age, November 2019
                                                          • Hispanics use social media for nail inspiration
                                                            • Figure 37: Behaviors toward nail color and care, by race and Hispanic origin, November 2019
                                                        • Attitudes toward Nail Color and Care

                                                          • Women have conflicting views on nail care
                                                            • Figure 38: Attitudes toward nail color and care, November 2019
                                                          • Natural claims denote nail health to young women
                                                            • Figure 39: Attitudes toward nail color and care, by age, November 2019
                                                          • Hispanic women are concerned about chemicals
                                                            • Figure 40: Attitudes toward nail color and care, by race and Hispanic origin, November 2019
                                                        • Interest in Nail Color and Care Innovations

                                                          • Nail strengthening innovations have mass appeal
                                                            • Figure 41: Interest in nail color and care innovation, November 2019
                                                          • 25-34 year old women want nail innovations
                                                            • Figure 42: Interest in nail color and care innovation, by age, November 2019
                                                          • Hispanic women seek innovations with added benefits
                                                            • Figure 43: Interest in nail color and care innovation, by race and Hispanic origin, November 2019
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Fan chart forecast
                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                    • Appendix – The Market

                                                                        • Figure 44: Total US retail sales and forecast of nail color and care products, at inflation-adjusted prices, 2014-24
                                                                    • Appendix – Retail Channels

                                                                        • Figure 45: Total US retail sales of nail color and care products, by channel, at current prices, 2014-19
                                                                    • Appendix – Key Players

                                                                        • Figure 46: Multi-outlet sales of nail polish and accessories, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                        • Figure 47: Multi-outlet sales of nail treatment, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                        • Figure 48: Multi-outlet sales of artificial nails and accessories, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                        • Figure 49: Multi-outlet sales of nail polish removers, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                                    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                    • Market

                                                                      Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                    • Consumer

                                                                      Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                    • Brand/Company

                                                                      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                    • Data

                                                                      Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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