2021
9
UK Brand Overview: BPC Market Report 2021
2021-01-30T03:03:57+00:00
OX1042281
2195
133375
[{"name":"Beauty and Personal Care","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care"}]
Report
en_GB
“The COVID-19 outbreak has led consumers to review their BPC regimes and has put greater emphasis on holistic health and wellbeing. While lockdown periods reduced usage occasions for fragrances and…

UK Brand Overview: BPC Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Beauty and Personal Care market including the behaviours, preferences and habits of the consumer.

With national lockdowns forcing many to work from home since March 2020, the Beauty and Personal Care (BPC) market has seen a decline in appearance-focused products such as haircare, cosmetics, and fragrances. However, the economic uncertainty of the pandemic has also increased consumer awareness of both the price and the value of products.

Thanks to the heavy focus on handwashing in the early days of lockdown, sales of soaps and hand sanitisers increased, as well as other skincare products and moisturisers. 30% of skincare users have reported moisturising their skin more than they were pre-lockdown.

As well as an increased awareness of the ‘value’ (cost, quality, and accessibility) of products, there is also a drive towards more ethical and environmental sustainability, as well as consumer health. The continued trend towards products promoting physical and emotional wellness has created new market opportunities. Brands like The Body Shop and The Ordinary have seen success with using natural and botanical ingredients, such as aloe vera, birch water, mint, and other plant-based moisturisers. Other companies such as Colgate and E45’s focus on medical professionals have also benefitted from the inaccessibility of dentists and pharmacists during the pandemic.

Quickly understand

  • The impact of COVID-19 on BPC brands.
  • Usage of leading BPC brands.
  • Top scoring BPC brands on metrics like trust, preference, differentiation, and satisfaction and recommendation.
  • The top scoring BPC brands for personality traits including health, expertise, ethics, value and exclusivity.
  • Overview of the BPC private label retail environment.

Covered in this report

Skincare Brands: L’Oreal (L’Oreal Elvive Men, L’Oreal Paris), Clinique, Dove, Vaseline, NIVEA (NIVEA Men, NIVEA Sun), Simple, Imperial Leather, The Ordinary, Johnson’s Baby, Bio-Oil, Benpanthen, Vaseline, Boots (Boots Soltan, Boots Smooth Care), Aldi Lacura, E45, The Body Shop, WaterWipes, Aveeno, Hawaiian Tropic, The Nue Co, Smol.

Dental Care Brands: Colgate, Oral-B, Sensodyne, Corsodyl.

Haircare Brands: TRESemme, Pantene, Molton Brown, Aussie, Plantur 39, John Freida, Clairol (Natural Instincts), Umberto Giannini (Flowerology Colour), Herbal Essences.

Personal Health Brands: Strepsils, Calpol, Always Discreet, Wilkinson Sword, Pampers, Seven Seas, Centrum, Scholl, Natracare, Eco by Naty.

Fragrance Brands: Dior, Chanel, Gucci, Vera Wang.

Beauty Brands: Fenty Beauty, Estee Lauder, Charlotte Tilbury, Yves Saint Laurent, Lancome, NudeStix (NudeSkin), TopShop, Primark, BooHoo, Space NK, Glossier, Cult Beauty.

Expert analysis from a specialist in the field

Written by Emilia Tognacchini, a leading analyst in the Brand and Household Care, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The COVID-19 outbreak has led consumers to review their bpc regimes and has put greater emphasis on holistic health and wellbeing. While lockdown periods reduced usage occasions for fragrances and colour cosmetics, consumers spent longer on self-care beauty routines and sought products designed to boost physical and emotional wellness. In parallel, ethical and environmental considerations have become stronger and more influential in shopping decisions. While heritage brands will continue to benefit from their reputation and long-term presence in the market, the pandemic presents new opportunities for brands to tap into new beauty and personal care priorities.

Emilia Tognacchini
Brand and Household Care Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Impact of the January lockdown and the vaccination rollout
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • The pandemic generates shift in BPC spend
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on beauty and personal care, 18 January 2020
    • Brand leaders
    • Oral and skincare brands lead overall use
      • Figure 2: Top brands in the BPC sector, by overall usage, October 2018-November 2020
    • Consumer trust and perceived quality generate pride
      • Figure 3: Top brands in the BPC sector, by agreement with “A brand that I am proud to be associated with”, October 2018-November 2020
    • Brands explore digital channels to stand out
      • Figure 4: Top brands in the BPC sector, by differentiation (net of “It’s a unique brand” and “It stands out as being somewhat different from other brands”), October 2018-November 2020
    • NIVEA Men satisfies men across different BPC categories
      • Figure 5: Top brands in the BPC sector, by satisfaction (net of “Excellent” and “Good” reviews), October 2018-November 2020
    • Functional household brands inspire trust
      • Figure 6: Top brands in the BPC sector by agreement with “A brand that I trust”, October 2018-November 2020
    • Value means more than price
      • Figure 7: Top brands in the BPC category, by agreement with “A brand that offers good value”, October 2018-November 2020
    • NIVEA offers quality across different categories
      • Figure 8: Top brands in the BPC category, by agreement with “A brand that is consistently high quality”, October 2018-November 2020
    • BPC hot topics
    • Functionality boosts perceptions around health and wellbeing
      • Figure 9: Top brands in the BPC sector, by agreement with “A brand that cares about my health/wellbeing”, October 2018-November 2020
    • Associations with professionals boost an expert image
      • Figure 10: Top brands in the BPC sector, by agreement with “Expert”, October 2018-November 2020
    • Heritage and new brands seen as exclusive
      • Figure 11: Top brands in the BPC sector, by agreement with “Exclusive”, October 2018-November 2020
    • Ethical heritages boost brands’ appeal in the ‘new normal’
      • Figure 12: Top brands in the BPC sector, by agreement with “Ethical”, October 2018-November 2020
    • Botanical ingredients boost a natural image
      • Figure 13: Top brands in the BPC sector, by agreement with “Natural”, October 2018-November 2020
  3. The Impact of COVID-19 on BPC Brands

    • The pandemic generates shift in BPC spend
      • Figure 14: Short-, medium- and long-term impact of COVID-19 on beauty and personal care, 18 January 2020
    • COVID-19 impacts consumer confidence
      • Figure 15: Trends in consumer sentiment for the coming year, January 2019-October 2020
    • COVID-19 causes overall drop in BPC spend…
      • Figure 16: More vs less spending on BPC over the next month, 26 March-19 November 2020
    • …but some categories struggle more than others
      • Figure 17: Changes to facial skincare routines since the start of the COVID-19/coronavirus outbreak, 23 April-7 May 2020
    • Brands tap into new beauty routines…
    • …and explore homecare categories
      • Figure 18: Hawaiian Tropic limited edition scented candle, 2020
    • Online shopping on the rise
      • Figure 19: Changes in online beauty/grooming purchases since the start of the COVID-19/coronavirus outbreak, June 2020
    • Brands reinvent the beauty shopping experience
      • Figure 20: Space NK launches new online platform, 2020
    • Collaborate with grocery retailers
    • Offer online shoppers different delivery options
    • Ethical and environmental concerns become stronger
      • Figure 21: Change in priority given to the environment since the COVID-19/coronavirus outbreak, 8-19 October 2020
      • Figure 22: smol Facebook post, 2020
    • COVID-19 generates new faith in science
      • Figure 23: Examples of lab/chemistry-inspired packaging designs, 2020
  4. Brand Leaders – Key Takeaways

    • Value and accessibility drive usage, but ethical attributes are critical
    • Emphasise heritage to boost brand loyalty
    • Add value through immersive virtual shopping experiences
  5. Brand Usage

    • Oral and skincare brands lead overall use
      • Figure 24: Top brands in the BPC sector, by overall usage, October 2018-November 2020
    • Colgate appeals to all economic backgrounds
      • Figure 25: Top brands in the BPC sector, by usage in the last 12 months, October 2018-November 2020
    • Younger demographics look at ethical features
      • Figure 26: Examples of new launches with eco-friendly features, 2019-20
      • Figure 27: Colgate ‘Our smile is our strength’ advert, 2020
  6. Brand Preference

    • Frequent usage drives preference
      • Figure 28: Top brands in the BPC sector, by commitment (net of “It is a favourite brand” and “I prefer this brand over others”), October 2018-November 2020
    • Consumer trust and perceived quality generate pride
      • Figure 29: Top brands in the BPC sector, by agreement with “A brand that I am proud to be associated with”, October 2018-November 2020
    • Emphasise heritage to boost brand loyalty
      • Figure 30: Vaseline ‘Healing the hand of the nation’ campaign, 2020
  7. Brand Differentiation

    • The Ordinary provides DIY beauty
      • Figure 31: Top brands in the BPC sector, by differentiation (net of “It’s a unique brand” and “It stands out as being somewhat different from other brands”), October 2018-November 2020
      • Figure 32: The Ordinary 100% Niacinamide Powder, 2020
    • Dior and Fenty Beauty explore social media
    • Give BPC products a virtual twist
  8. Brand Satisfaction and Recommendation

    • NIVEA Men satisfies men across different BPC categories
      • Figure 33: Top brands in the BPC sector, by satisfaction (net of “Excellent” and “Good” reviews), October 2018-November 2020
    • Excellent reviews influence purchases
      • Figure 34: Top brands in the BPC sector, by excellent reviews, October 2018-November 2020
    • Calpol supports kids’ health and reassures parents
      • Figure 35: Top brands in the BPC sector, by likely recommendation, October 2018-November 2020
  9. Trust Leaders

    • Functional household brands inspire trust
      • Figure 36: Top brands in the BPC sector by agreement with “A brand that I trust”, October 2018-November 2020
    • Trust is crucial for functional brands
      • Figure 37: Always Discreet Incontinence Pads absorbs leaks and odours in seconds advert, 2020
  10. Value Leaders

    • Value means more than price
      • Figure 38: Top brands in the BPC category, by agreement with “A brand that offers good value”, October 2018-November 2020
    • Trust and satisfaction lead investments in BPC
      • Figure 39: Top brands in the BPC category, by agreement with “A brand that is worth paying more for”, October 2018-November 2020
    • Add value through immersive virtual shopping experiences
      • Figure 40: Dior ‘Find Your Perfect Foundation’ online service, 2020
  11. Quality Leaders

    • NIVEA offers quality across different categories
      • Figure 41: Top brands in the BPC category, by agreement with “A brand that is consistently high quality”, October 2018-November 2020
      • Figure 42: Examples of new launches from NIVEA, 2020
    • NIVEA SUN offers cooling effect and targets lips
      • Figure 43: Examples of NIVEA Sun launches, 2020
  12. BPC Hot Topics – Key Takeaways

    • Functionality boosts perceptions around health and wellbeing
    • Associations with professionals boost an expert image
    • Ethical heritages boost brands’ appeal in the ‘new normal’
  13. Health and Wellbeing

    • Functionality boosts perceptions around health and wellbeing
      • Figure 44: Top brands in the BPC sector, by agreement with “A brand that cares about my health/wellbeing”, October 2018-November 2020
    • Oral-B offers dentist-developed oral care
      • Figure 45: Examples of launches from Oral-B, 2019-20
    • Efficacy is key in treating pain
      • Figure 46: Top brands in the BPC sector, by agreement with “Effective”, October 2018-November 2020
  14. Expertise Leaders and Scientific Certifications

    • Associations with professionals boost an expert image
      • Figure 47: Top brands in the BPC sector, by agreement with “Expert”, October 2018-November 2020
    • Scientific certifications prove expertise
    • John Frieda launches salon quality haircare
      • Figure 48: Examples of John Frieda launches, 2020
  15. Premium Brands and Premiumisation

    • COVID-19 redefines luxury
    • Heritage and new brands seen as exclusive
      • Figure 49: Top brands in the BPC sector, by agreement with “Exclusive”, October 2018-November 2020
      • Figure 50: Examples of launches from Fenty Beauty by Rihanna, 2020
    • Estée Lauder offers glamour and innovation
      • Figure 51: Top brands in the BPC sector, by agreement with “Glamorous”, October 2018-November 2020
    • Chanel launches new indulgent lipstick ranges
      • Figure 52: Top brands in the BPC sector, by agreement with “Indulgent”, October 2018-November 2020
    • Dior launches new spring 2021 collection
      • Figure 53: Dior How-to by Peter Philips: The Spring Makeup Look, 2021
  16. Ethical Brands

    • Ethical heritages boost brands’ appeal in the ‘new normal’
      • Figure 54: Top brands in the BPC sector, by agreement with “Ethical”, October 2018-November 2020
    • Deciem: sustainable beauty work in progress
    • WaterWipes and Eco by Naty target eco-conscious parents
      • Figure 55: Examples of eco-friendly baby wipes, 2020
    • Garnier Ultimate Blends launches its first solid shampoo bar
      • Figure 56: Garnier Ultimate Blends Ginger Recovery Shampoo Bar, 2020
  17. Natural Brands

    • Botanical ingredients boost a natural image
      • Figure 57: Top brands in the BPC sector, by agreement with “Natural”, October 2018-November 2020
      • Figure 58: Examples of launches with herbal ingredients, 2020
    • Natracare promotes vegan periods
      • Figure 59: Examples of Natracare launches, 2019-20
  18. The BPC Private Label Retail Environment – Key Takeaways

    • COVID-19 boosts appeal of private labels
    • Private labels go green
    • Fashion retailers struggle to stand out
  19. The BPC Private Label Retail Environment

    • COVID-19 boosts appeal of private labels
      • Figure 60: Reasons for buying private labels beauty products, October 2018
    • Aldi Lacura goes green
      • Figure 61: Aldi Lacura Skincare for You Biodegradable Face Wipes, 2020
    • Marks & Spencer supports circular beauty regimes
      • Figure 62: M&S Pure Natural Radiance Face Serum, 2020
    • Lidl Cien revisits branded beauty products
      • Figure 63: Examples of launches from Lidl Cien, 2019-20
    • Superdrug creates shopping suspense…
    • …and guide men in their grooming routines
      • Figure 64: B. by Superdrug relaunches B. Men range, 2020
    • Boots’ ranges appeal to different demographics
      • Figure 65: Examples of launches by Boots No7 and Boots Botanics, 2020
      • Figure 66: M&S Apothecary Sleep Gift Set
    • Fashion retailers struggle to stand out
    • H&M Beauty appeals to green shoppers
    • Primark PS… offers value but exclusively on high streets
      • Figure 67: Examples of vegan launches from Primark PS…Naturals, 2019-20
    • Topshop Beauty reaches younger audiences
  20. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
  21. Appendix – Brands Covered

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