2020
9
UK Beauty Tools and Accessories Market Report 2020
2020-10-22T04:01:01+01:00
OX989516
2195
126441
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Report
en_GB
“Innovation has driven demand for beauty/grooming devices, tools and accessories in recent years, and the value of the market was further boosted by COVID-19 as consumers embraced DIY alternatives in…

UK Beauty Tools and Accessories Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Beauty Devices, Tools and Accessories: Inc Impact of COVID-19 – UK – October 2020 market including the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Demand for beauty/grooming devices, tools and accessories has proven resilient in recent years, with consumer interest in both electrical and non-electrical items piqued by innovation. In total, 93% of adults have used beauty/grooming devices, tools and accessories in the last year – showcasing the category’s near universal reach. COVID-19 has presented the category with both challenges and opportunities. There was an initial boost in demand, felt across the board, as consumers replaced professional treatments with at-home alternatives. However, a recession will see consumers adopt more savvy shopping habits, which drive trading down behaviours in less discretionary segments, alongside subdued demand for non-essential devices, tools and accessories.

Expert analysis from a specialist in the field

Written by Samantha Dover, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Innovation has driven demand for beauty/grooming devices, tools and accessories in recent years, and the value of the market was further boosted by COVID-19 as consumers embraced DIY alternatives in place of professional treatments. The category’s non-discretionary nature and ties to wellbeing will buoy demand going forward, but consumers will become more price-conscious, with value and mass-market NPD likely to outperform, whilst multifunctionality and sustainability can be used to encourage higher-value purchases.
Samantha Dover
Senior Beauty and Personal Care 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
    • Non-electrical beauty tools and accessories
    • Electrical beauty devices and appliances
  2. Executive Summary

    • Impact of COVID-19 on beauty devices, tools and accessories
      • Figure 1: Short, medium and long-term impact of COVID-19 on beauty devices, tools and accessories, October 2020
    • The market
    • Value sales boosted by COVID-19 in 2020
    • Companies and brands
    • NPD remains limited in some areas over others
    • The consumer
    • Non-electrical tools usage is near universal
      • Figure 2: Non-electrical beauty/grooming tools and accessories used in the last 12 months, July 2020
    • Electrical devices can look to new consumer groups
      • Figure 3: Electrical beauty/grooming devices and appliances used in the last 12 months, July 2020
    • Online growth will create challenges
      • Figure 4: Channels used to purchase beauty/grooming devices, tools and accessories in the last 12 months, July 2020
    • Online-only retailers will make further gains in 2020
      • Figure 5: Types of retailers used to purchase beauty/grooming devices, tools and accessories in the last 12 months, July 2020
    • The category is vulnerable to trading down
      • Figure 6: Beauty/grooming devices, tools and accessories usage behaviours, July 2020
    • Brand name drives trust perceptions
      • Figure 7: Beauty/grooming devices, tools and accessories purchase behaviours, July 2020
    • Word-of-mouth marketing is essential to drive trial
      • Figure 8: Factors to encourage beauty/grooming devices, tools and accessories experimentation, July 2020
    • Savvy shoppers are looking for discounts
      • Figure 9: Factors to encourage electrical beauty/grooming device experimentation, July 2020
  3. Issues and Insights

    • COVID-19 drives DIY routines benefiting devices
    • Promote value-for-money perceptions by tapping into multiple trends
    • Offsetting price competition will be imperative
  4. The Market – Key Takeaways

    • COVID-19 drives interest in DIY beauty
    • Financial worries will impact spend
    • Catering to new audiences remains an untapped opportunity
  5. Market Segmentation

    • DIY trend during lockdown boosts demand
      • Figure 10: Short, medium and long-term impact of COVID-19 on beauty devices, tools and accessories, October 2020
    • Gap for affordable devices remains
      • Figure 11: UK retail value sales of the hair appliances and beauty devices market, 2018-20
    • More time at home benefits facial skincare devices
    • Hair appliances benefit from innovation
    • A challenging outlook for hair removal devices
    • A recession will see brand preferences shift
      • Figure 12: Consumer expenditure on beauty and personal care products (excluding professional services), 2007-12
  6. Market Drivers

    • An ageing population presents opportunities
      • Figure 13: Projected trends in the age structure of the population, 2018-28
    • COVID-19 hits consumer confidence
      • Figure 14: Mintel’s financial confidence index, January 2015-August 2020
    • A tough final quarter will impact gift spend
      • Figure 15: Purchase of beauty devices, appliances or applicators as gifts in the last 12 months, by age, January 2020
    • Focus on hair health drives down usage of appliances
      • Figure 16: Haircare behaviours, December 2019
    • An opportunity to tap into new skincare routines
      • Figure 17: Changes in facial skincare routines since the start of the COVID-19/coronavirus outbreak, 7 April-23 May 2020
    • Demand for makeup devices will be impacted by COVID-19
      • Figure 18: Makeup buying behaviours in last 12 months, April 2020
    • Reposition hair removal devices to maximise reach
      • Figure 19: Interest in hair removal innovations, January 2020
    • An opportunity to fill the device gap in fragrances
      • Figure 20: Interest in fragrance innovations, June 2020
    • Retail experience influences where consumers shop
      • Figure 21: Electrical goods purchase behaviours, November 2019
    • Brands can address a lack of diversity
      • Figure 22: Definition of a diverse beauty brand, August 2019
    • Consumers will demand more sustainable tools and accessories
      • Figure 23: Eco-friendly BPC behaviours, November 2019
  7. Companies and Brands – Key Takeaways

    • Multifunctionality adds value in the post-COVID-19 era
    • Brand extension drives NPD in tools and accessories
    • Personalisation trend takes hold in devices
  8. Launch Activity and Innovation

    • Non-electrical tools and accessories
    • Multifunctional makeup tools offer convenience and value
      • Figure 24: Trinny London’s T-Kit 3-in-1 Brush, 2019
    • Range expansions give accessory brands more reach
      • Figure 25: Beautyblender’s The Detailer Makeup Brush Range, 2019
    • Brands respond to demand for picture-perfect tools and accessories
      • Figure 26: Real Techniques Cashmere Dreams Makeup Brush Collection, 2020
    • Brands tap into resilient demand for skincare
      • Figure 27: Revolution Beauty Skincare Tools, 2020
    • Electrical devices and appliances
    • Dyson’s success showcases an appetite for innovation
      • Figure 28: Dyson’s Corrale Hair Straightener, 2020
    • Skincare device innovation focuses on personalisation
      • Figure 29: The L’Oréal Perso device, 2020
    • The next generation of makeup devices
      • Figure 30: The OPTE Beauty Wand. 2020
    • New market entrants and range expansions increase competition
      • Figure 31: RÉDUIT beauty devices, 2020
  9. The Consumer – Key Takeaways

    • COVID-19 will drive demand for affordable NPD
    • Channel shifts reflect savvy shopping habits
    • Building trust will be imperative to drive usage
  10. The Impact of COVID-19 on Beauty Consumers

    • Inconsistent demand for BPC expected for some time
      • Figure 32: BPC spending intentions since the start of the COVID-19/coronavirus outbreak, 26 March-1 October 2020
    • Innovation will be needed to buoy demand
      • Figure 33: BPC categories that have seen a reduction in spending since the start of the COVID-19/coronavirus outbreak, 18-30 June 2020
    • Brands can cater to the rise of DIY beauty and grooming
      • Figure 34: Beauty/grooming purchase behaviours since the COVID-19/coronavirus outbreak, 18-30 June 2020
    • Contamination anxieties boost online demand
      • Figure 35: Changes in online beauty/grooming purchases since the start of the COVID-19/coronavirus outbreak, June 2020
    • Scrutiny will be placed on product hygiene
      • Figure 36: Concern about the hygiene of beauty/grooming devices, tools and accessories since the start of the COVID-19 outbreak, by age and gender, July 2020
  11. Usage and Purchase of Non-electrical Tools and Accessories

    • Growth in accessories and tools will be reliant on NPD
      • Figure 37: Non-electrical beauty/grooming tools and accessories used in the last 12 months, July 2020
    • Demand for wellbeing impacts purchase
      • Figure 38: Non-electrical beauty/grooming tools and accessories purchased in the last 12 months, July 2020
    • Disposable and trend-led products buoy demand
      • Figure 39: Net usage and purchase of non-electrical beauty/grooming tools and accessories in the last 12 months, July 2020
    • Innovation is needed to engage men
      • Figure 40: Repertoire of non-electrical beauty/grooming tools and accessories used in the last 12 months, by gender, July 2020
  12. Usage and Purchase of Electrical Devices and Appliances

    • Device usage remains relatively niche
      • Figure 41: Electrical beauty/grooming devices and appliances used in the last 12 months, July 2020
    • Makeup devices see demand in 2020
      • Figure 42: Electrical beauty/grooming devices and appliances purchased in the last 12 months, July 2020
    • Innovation boosts hair appliance sales but not usage
      • Figure 43: Net usage and purchase of electrical beauty/grooming devices and appliances in the last 12 months, July 2020
    • Brands are failing to engage over-55s
      • Figure 44: Repertoire of electrical beauty/grooming devices and appliances used in the last 12 months, by age, July 2020
  13. Retail Channels Used for Purchasing

    • Big-ticket purchases are done online
      • Figure 45: Channels used to purchase beauty/grooming devices, tools and accessories in the last 12 months, July 2020
    • Dyson elevates the in-store experience
      • Figure 46: Dyson Beauty Lab, London, 2020
    • Online-only retailers win consumers over with competitive prices
      • Figure 47: Types of retailers used to purchase beauty/grooming devices, tools and accessories in the last 12 months, July 2020
  14. Purchase Drivers

    • The trade-off between price and quality
      • Figure 48: Purchase drivers for beauty/grooming devices, tools and accessories, by types of devices, tools and accessories purchased, July 2020
    • Give quality assurance with extended warranties
    • Collaborate to leverage brand trust
      • Figure 49: Brand name as a purchase driver for beauty/grooming devices, tools and accessories, by age and gender, July 2020
    • Target young men with innovative products
      • Figure 50: Purchase drivers for beauty/grooming devices, tools and accessories, by age, July 2020
  15. Usage and Purchase Behaviours

    • Reassurance needed to offset damage concerns
      • Figure 51: Beauty/grooming devices, tools and accessories usage behaviours, July 2020
    • Wellbeing trend presents opportunities
      • Figure 52: Agreement with select beauty/grooming devices, tools and accessories usage behaviours, by age, July 2020
    • Multifunctionality encourages higher-value purchases
      • Figure 53: Beauty/grooming devices, tools and accessories purchase behaviours, July 2020
    • Sustainability claims can drive demand
      • Figure 54: Agreement with select beauty/grooming devices, tools and accessories purchase behaviours, by types of devices, tools and accessories purchased, July 2020
  16. Factors to Encourage Usage of New Devices, Tools and Accessories

    • The power of peer-to-peer recommendations
      • Figure 55: Factors to encourage usage of new beauty/grooming devices, tools and accessories, July 2020
    • Leverage different kinds of professional opinions
      • Figure 56: Factors to encourage usage of new beauty/grooming devices, tools and accessories, by types of devices, tools and accessories used, July 2020
    • Savvy shoppers create a challenging retail environment
      • Figure 57: Factors to encourage usage of new electrical beauty/grooming devices and appliances, July 2020
    • Extended trial periods can boost demand
      • Figure 58: Factors to encourage usage of new electrical beauty/grooming devices and appliances amongst women, by age, July 2020
  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

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