2022
9
UK Attitudes towards Beauty and Grooming Routines Market Report 2022
2022-02-17T03:09:32+00:00
OX1100367
2195
148044
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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.

UK Attitudes towards Beauty and Grooming Routines Market Report 2022

£ 2,195 (Excl.Tax)

Description

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

Table of Contents

  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

About the report

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 databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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