2022
9
UK Attitudes towards Beauty and Grooming Routines Consumer Report 2022
2022-02-17T03:09:32+00:00
REP9EBA1960_E98E_4017_B7E8_8C84096C1C97
2195
148044
[{"name":"Beauty and Personal Care","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care"},{"name":"Consumer Attitudes","url":"https:\/\/store.mintel.com\/industries\/consumer-insights\/consumer-attitudes"}]
Report
en_GB
“Pent-up demand in Q1 2022 will help drive consumer engagement with beauty/grooming routines, especially for those daily routines which have foundered since the start of the pandemic, notably applying makeup.
  1. /
  2. All Industries
  3. /
  4. Beauty and Personal Care
  5. /
  6. UK Attitudes towards Beauty and Grooming Routines Consumer Report 2022

UK Attitudes towards Beauty and Grooming Routines Consumer Report 2022

Reports - What's Included
  • Interactive Databook
  • Multiple Report Formats
  • Access to Clients Portal
  • Custom Presentation Tool

The UK Attitudes Towards Beauty and Grooming Routines report identifies consumer attitudes towards beauty routines, attitudes towards men’s grooming routines, and changes in the beauty rituals market in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Beauty and Grooming market in the UK.

Current Market Landscape

Any suggestion that wellness fatigue has set in is unfounded, with women in particular valuing the wellness and confidence-boosting merits of beauty routines. Many women who buy and use beauty and personal care products have made changes to their routines since the COVID-19 outbreak to make them feel more confident.

  • 38% of women aged 16-24 have made changes to their routines since COVID-19 to improve their mental wellbeing. 75% of all women indicate that their beauty/grooming routine makes them feel more confident.
  • 54% of consumers who have made changes to their routines since COVID-19 have done so to save money.

The rising cost of living will impact beauty and grooming routines, with the rising price of BPC products resulting in some savvy shopping behaviours which may impact repertoires.

Future Market Trends in Beauty and Grooming Routines 

One of the biggest threats to beauty and grooming routines is the shift to hybrid working since the pandemic, spurred on by COVID-19. This is because people tend to have a more relaxed approach to their beauty routines on work-from-home days. Opportunities, however, exist for beauty/personal care brands to address and mitigate any negative impact on routines from hybrid working.

The spotlight on climate change will inspire disruptive innovation that helps consumers carry out their beauty/grooming routines in a more sustainable manner, while increasing companies’ profit margins. Brands can instil a more circular economy approach to routines, and pre-empt the impact of rising temperatures and water shortages on beauty routines. For example, expect increased demand for cooling, low foam/fast rinse and leave-in formulas. Transparency around a brand’s eco credentials will also be key.

Read on to discover more details or take a look at all of our UK Beauty and Personal Care market research.

Quickly Understand

  • The impact of COVID-19 on beauty and grooming routines.
  • Reasons for changes to beauty and grooming routines since COVID-19.
  • Frequency of beauty and grooming routines.
  • Duration of beauty and grooming routines.
  • Attitudes towards beauty and grooming routines.

Covered in this Report

Products: Haircare, fragrances, facial skincare, body skincare, colour cosmetics, soap, bath and show, shaving and hair removal.

Brands: Procter & Gamble (Pantene), NIVEA, Unilever (Dove), Sainsbury’s, Freshly Cosmetics, Addison Rae, Rituals Cosmetics, THEUBEAUTY.COM, Dr Organic, The Body Shop, Vyrao, e.l.f Beauty, Huda Beauty, Drunk Elephant, Nine, L’Oréal, Shakeup Cosmetics, Wella, La Crème Libre, Kao, Hanni, Made Beauty.

Expert Analysis from a Specialist in the Field

This report, written by Rosalia Di Gesu, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Pent-up demand in Q1 2022 will help drive consumer engagement with beauty/grooming routines, especially for those daily routines which have foundered since the start of the pandemic, notably applying makeup. There are opportunities to further boost consumer engagement with beauty/grooming routines by boldly conveying the confidence-boosting and wellness merits of following routines, as well as targeting new usage occasions linked to hybrid working approaches.”

Rosalia Di Gesu
Senior Innovation Analyst

Collapse All
  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Beauty routines return to some normality
      • Figure 1: Category outlook, 2022-27
    • The consumer
    • Use an array of tactics to drive daily engagement with BPC routines
      • Figure 2: Frequency of any beauty/grooming routines, 2021
    • Look beyond morning BPC routines and elevate ‘day-part’ and evening routines
      • Figure 3: Time spent on morning and evening beauty and grooming routines, 2021
    • Maintain the focus on affordable routines
      • Figure 4: Beauty and grooming behaviours since COVID-19, 2021
    • Meet the consumer desire for time-saving routines
      • Figure 5: Reasons for changes to beauty and grooming routines since COVID-19, 2021
    • Promote the confidence-boosting and wellness merits of beauty routines
      • Figure 6: Attitudes towards beauty and grooming routines, 2021
  3. Issues and Insights

    • Counter any reduced engagement with routines linked to COVID-19
    • Be more disruptive as the eco-beauty space becomes busy
    • Evoke trust in beauty routines that tout wellbeing merits
  4. Market Drivers

    • Discretionary spend on BPC overall holds firm but belies challenges
      • Figure 7: Trends in what extra money is spent on, haircut/grooming or beauty treatment, 2020-2021
    • Mounting inflationary pressures will hit discretionary beauty routines
      • Figure 8: Consumer concerns about household finances, 2021
    • Increased focus on appearance bodes well for BPC routines
      • Figure 9: Change in priorities since the COVID-19 outbreak, 2021
    • Hybrid working poses challenges and opportunities
      • Figure 10: Post COVID-19 working from home status, 2021
    • A rise in 15-19-year-old population will benefit beauty routines/markets
      • Figure 11: Trends in the age structure of the UK population, 2015-25
    • Positive employment data bodes well for beauty routines
      • Figure 12: Key economic data, 2020-26
  5. Launch Activity and Innovation

    • Shift consumers to a more circular economy mindset
      • Figure 13: Beauty and personal care* launches, by top 5 fastest-growing claims, 2017 vs 2021
      • Figure 14: Examples of refill launches/initiatives, 2021-22
    • Make solid beauty routines easier to undertake
      • Figure 15: Share of solid/bar format shampoo launches in the UK, 2017-21
      • Figure 16: Freshly Cosmetics’ F SolidPod Shampoo, 2021
    • Use scent and colour to enhance the wellness merits of beauty routines
      • Figure 17: Beauty and personal care launches with aromatherapy claims, 2017-21
      • Figure 18: Examples of wellness- and colour-therapy-focused innovations, 2021
    • Include beauty tools to drive wellness
    • Innovations align with a desire for simpler/convenient BPC routines
      • Figure 19: Beauty and personal care launches by select convenience claims, 2017 vs 2021
      • Figure 20: U Beauty multimodal defender, 2021
    • Revisit in-shower routines
      • Figure 21: Example of in-shower BPC innovations, 2021
  6. Beauty and Grooming Routines

    • Overall engagement with routines returns to pre-pandemic levels
      • Figure 22: Beauty/grooming routines completed at any frequency, 2019 and 2021
    • Makeup sees reduced daily engagement
      • Figure 23: Beauty and grooming routines done more than once a day and once a day, 2019 and 2021
    • Use wellness to drive daily engagement
      • Figure 24: Innovations tap into wellness trends, 2021
    • Add playfulness to routines
    • Blur the boundaries between categories
      • Figure 25: Examples of NPD in colour cosmetics that taps into skin health and skincare routines, 2021
    • Pandemic drives washing routines…
      • Figure 26: Frequency of any beauty/grooming routines, 2021
    • …and impacts skin health
  7. Duration of Beauty and Grooming Routines

    • The focus on morning routines persists but can evolve
      • Figure 27: Time spent on morning and evening beauty and grooming routines, 2019 and 2021
    • Elevate evening beauty/grooming rituals
    • Stress the value of overnight beauty routines
    • Reach men by emphasising convenient and speedy routines
      • Figure 28: Under five minutes spent on morning and evening beauty and grooming routines, by gender, 2021
      • Figure 29: Examples of disruptive convenience-focused packs and formats for men, 2021
    • Appeal to Gen-Z women who spend more time on their routines
      • Figure 30: Time spent on morning and evening beauty and grooming routines (morning and evening combined), by age and gender, 2021
  8. Beauty and Grooming Behaviours Impacted by COVID-19

    • Expect the focus on affordability to be maintained…
      • Figure 31: Beauty and grooming behaviours since COVID-19, 2021
    • …but engagement with prestige products also persists
    • Link value to time-saving, multi-functional and sustainable attributes
      • Figure 32: Multi-functional and eco innovations tap into value trends, 2021
    • Bolster interest in DIY alternatives
    • Sustainability is important, especially when targeting 16-24 year olds
    • Extend the eco focus to routines
    • Pre-empt the impact of rising temperatures on routines
      • Figure 33: Deodorant and shaving NPD that helps consumers more easily follow sustainable routines, 2021
    • Be honest and transparent about eco credentials
  9. Reasons for Changes to Beauty and Grooming Routines Since COVID-19

    • Saving money is the key driver of change
      • Figure 34: Reasons for changes to beauty and grooming routines since COVID-19, by all and gender, 2021
    • Convenience and value for money trumps eco-friendliness
    • People want to save time even if they are less busy
    • Reduced access to products and professional services drives change
    • The spotlight on mental health inspires change and can better reach men
    • Promote the mental wellbeing merits of routines by blurring with different industries
  10. Attitudes Towards Beauty and Grooming Routines

    • Promote the confidence-boosting merits of beauty routines
      • Figure 35: Attitudes towards beauty and grooming routines, 2021
    • Appeal to young women with confidence-boosting narratives
      • Figure 36: Agreement with ‘my beauty and grooming routine makes me feel more confident’, by gender, 2021
    • Instil confidence from a young age
      • Figure 37: Dove Kids Care Bubble Bath and Body Wash, 2021
    • Meet high consumer engagement with natural BPC routines
    • Be more transparent about your natural credentials
      • Figure 38: Ingredients skincare, 2021
    • Target younger consumers who are more engaged with ethical routines
    • Make beauty routines easier for the disabled community
    • Focus on ‘quick-fix’ shortcuts over lifestyle changes
      • Figure 39: Bad Habit skincare, 2021
    • Seasonal growth opportunities
    • Use social media to drive experimental products/techniques
      • Figure 40: Agreement with seeking out new techniques and products, by gender, 2021
    • Drive engagement with beauty products/techniques via improved retail experiences
  11. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

Why Choose Mintel?

Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.

Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:

  • Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
  • Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
  • Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
  • Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.

Take a look at a sample PDF report below:

Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 2,195 (Excl.Tax)
  • Instant access when you pay by credit card
  • Add multiple reports to your cart to receive a discount
Add to cart

Is this report right for you?

From consumer reports to customised growth strategies. We have an option to suit your business requirements.

Find out more

Popular Related Reports

Global Outlook on Sustainability: A Consumer Study 2024-25

£ 5,000£ 21,600

Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...

Find out more

UK Private Label BPC Consumer 2025

£ 2,195

Capture consumers and build an emotional bond A challenging economic environment has created an engaged private label consumer, with 60% of private label BPC buyers wanting to see more...

Find out more

UK Attitudes towards Sports Nutrition Consumer Report 2025

£ 2,195

Brands in the sports nutrition industry that expand beyond their heartland to new functional benefits and mainstream food and drink formats have potential to appeal to both users...

Find out more

UK Social Media Trends in BPC Report 2025

£ 2,195

Influencer trips and events can leave a bad taste in consumers' mouths, as 80% of social media users think brands should host events...

Find out more

UK Gifting in BPC Market Report 2025

£ 2,195

Non-western gifting occasions are an opportunity The increasing diversity in the UK offers BPC brands and retailers a significant opportunity to tap into culturally inclusive gifting by aligning products...

Find out more

UK Haircare Market Report 2025

£ 2,195

Consumers are cognisant of their lifestyle's impact on their hair; as 55% of UK adults with hair think stress has a very or...

Find out more

Trusted by global industry leaders

We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.

Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.

Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners

We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.

Mintel gives us all that. It’s a great brand and one that is trusted by clients.

Marie Stafford, European Director, The Innovation Group, VML

Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.

It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.

Pauline Robson, Managing Partner, Mediacom

Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.

Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.

Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon

One of the biggest challenges we face is the need to get smart on a business or category real quick.

We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.

We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.

Jeff White, Business Development Director, Deutsch

Is this report right for you?

From consumer reports to customised growth strategies. We have an option to suit your business requirements.

Find out more