2022
9
UK Brand Overview: BPC Market Report 2022
2022-02-16T03:09:28+00:00
OX1101301
2195
147991
[{"name":"Beauty and Personal Care","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care"}]
Report
en_GB
“Although consumer concerns around COVID-19 have declined, the ongoing disruption in terms of working habits and travelling occasions means there is a risk of BPC purchase rationalisation. This will benefit…

UK Brand Overview: BPC Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Brand Overview BPC report identifies consumer attitudes towards BPC brands, differentiation metrics, and beauty ethics in the UK. This market report covers the market size, market forecast, market segmentation and trends for the BPC industry in the UK.

Current Market Landscape

The majority of consumers buy mass-market brands in beauty and personal care, ensuring that accessible brands and those with a presence across many different products have an advantage.

  • 54% of consumers buy mass-market brands in BPC, compared to 25% who bought premium/luxury brands, and 16% for pharmacy brands.
  • 73% of adults have used Colgate in the 12 months prior, while 52% of adults have used Dove in the same period.

COVID-19 has changed beauty and personal care routines, with a greater focus on functional activities like washing and bathing and less time afforded to discretionary categories like makeup and fragrances. With the ongoing disruption to working habits and holidays, it will take some time for consumers to return to pre-pandemic habits, which will cause some rationalisation of product purchases.

Future Market Trends in BPC 

After the pandemic, consumers are now being hit by an increased cost of living due to rising inflation. This will cause consumers to scrutinise their purchases even further and put more emphasis on value and efficacy. Brands with a reputation for value and quality will be better protected, but those which struggle to communicate such attributes may face a period of difficulty.

The market will continue its trajectory towards greater transparency ethicality and focus on environmental issues, offering opportunities for brands to take the lead. There are already brands doing a good job of communicating such issues, like The Ordinary, The Body Shop and Simple, but alongside this, there will be a plethora of smaller brands and start-ups striving to disrupt the market and raise standards.

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

Quickly understand

  • 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.

Covered in this report

Brands: Colgate, Dove (Baby Dove), NIVEA (NIVEA Men, NIVEA Sun), Vicks, Oral-B, Woody’s for Men, Lemsip, Boots (No7, Boots Smooth Care, Boots Soltan), Calpol, The Ordinary, Dior, Bio-Oil, Fenty Beauty, Mooncup, Lush, Aussie, Chanel, Always (Always Discreet), NARS Cosmetics, L’Oréal (L’Oréal Elvive Men), Gucci, La Roche-Posay, Huda Beauty, Wellkid (Wellman, Wellteen, Wellwoman), Wilkinson Sword, Simple, Maybelline, Molton Brown, Sensodyne.

Expert analysis from a specialist in the field

This report, written by Emilia Tognacchini, a leading analyst in the Household Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Although consumer concerns around COVID-19 have declined, the ongoing disruption in terms of working habits and travelling occasions means there is a risk of BPC purchase rationalisation. This will benefit mass-market brands with a reputation for accessibility, while the increase in cost of living triggered by rising inflation will put brands with a reputation for value and quality in a particularly good light. At the same time, increased focus on ethicality and environmental issues creates opportunities for heritage and newer brands that address consumer demand for greater transparency.

Emilia Tognacchini
Brand and Household 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
  2. Executive Summary

    • The five-year outlook for beauty and personal care brands
      • Figure 1: Category outlook, 2022-27
    • Brand leaders
    • Accessibility promotes usage
      • Figure 2: Top ranking of brands in the BPC sector, by overall usage in the last 12 months, 2019-21
    • Confidence in brands builds loyalty
      • Figure 3: Top ranking of brands in the BPC sector, by commitment (net of “It is a favourite brand” and “I prefer this brand over others”), 2019-21
    • The Ordinary stands out on its honesty
      • Figure 4: Top ranking of brands in the BPC sector, by differentiation (net of “It is a unique brand” and “It stands out as being somewhat different from other brands”), 2019-21
    • NIVEA Men’s performance underpinned by satisfaction
    • No set pattern on what makes an experience positive
      • Figure 5: Top ranking of brands in the BPC sector, by satisfaction (net of “Excellent” and “Good” reviews), 2019-21
    • Function and purpose make it easier to recommend a brand
      • Figure 6: Top ranking of brands in the BPC sector, by likely recommendation, 2019-21
    • NIVEA Men image solidifies overall NIVEA brand
      • Figure 7: Top ranking of brands in the BPC sector, by agreement with “A brand that I trust”, 2019-21
    • Value to become more important as cost of living increases
      • Figure 8: Top ranking of brands in the BPC sector, by agreement with “A brand that offers good value”, 2019-21
    • Brands considered worth paying more for are better insulated
      • Figure 9: Top ranking of brands in the BPC sector, by agreement with “A brand that is worth paying more for”, 2019-21
    • Efficacy is becoming more critical for purchases
      • Figure 10: Top ranking of brands in the BPC sector, by agreement with “A brand that is consistently high quality”, 2019-21
    • Room for caring image beyond functionality
      • Figure 11: Top ranking of brands in the BPC sector, by agreement with “A brand that cares about my health/wellbeing”, 2019-21
    • Efficacy is key within health-related categories
      • Figure 12: Top ranking of brands in the BPC sector, by agreement with “Effective”, 2019-21
    • Oral care brands seen as expert
      • Figure 13: Top ranking of brands in the BPC sector, by agreement with “Expert”, 2019-21
    • Mass-market brands can take inspiration from premium labels
      • Figure 14: Top ranking of brands in the BPC sector, by agreement with “Exclusive”, 2019-21
    • Huda Beauty taps into seasonality
      • Figure 15: Top ranking of brands in the BPC sector, by agreement with “Glamorous”, 2019-21
    • Inform consumers to promote ethical credentials
      • Figure 16: Top ranking of brands in the BPC sector, by agreement with “Ethical”, 2019-21
    • Free from claims promote perceptions of naturalness
      • Figure 17: Top ranking of brands in the BPC sector, by agreement with “Natural”, 2019-21
  3. Brand Usage

    • Accessibility promotes usage
      • Figure 18: Top ranking of brands in the BPC sector, by overall usage in the last 12 months, 2019-21
  4. Brand Preference

    • Confidence in brands builds loyalty
      • Figure 19: Top ranking of brands in the BPC sector, by commitment (net of “It is a favourite brand” and “I prefer this brand over others”), 2019-21
  5. Brand Differentiation

    • The Ordinary stands out on its honesty
      • Figure 20: Examples of The Ordinary launches, 2021-22
    • Glamour can provide unique image
      • Figure 21: Top ranking of brands in the BPC sector, by differentiation (net of “It is a unique brand” and “It stands out as being somewhat different from other brands”), 2019-21
  6. Brand Satisfaction and Recommendation

    • NIVEA Men’s performance underpinned by satisfaction
      • Figure 22: Examples of NIVEA Men launches, 2021-22
    • No set pattern on what makes an experience positive
      • Figure 23: Top ranking of brands in the BPC sector, by satisfaction (net of “Excellent” and “Good” reviews), 2019-21
    • Function and purpose make it easier to recommend a brand
      • Figure 24: Top ranking of brands in the BPC sector, by likely recommendation, 2019-21
  7. Trust Leaders

    • NIVEA Men image solidifies overall NIVEA brand
      • Figure 25: Top ranking of brands in the BPC sector, by agreement with “A brand that I trust”, 2019-21
  8. Value Leaders

    • Value to become more important as cost of living increases
      • Figure 26: Top ranking of brands in the BPC sector, by agreement with “A brand that offers good value”, 2019-21
    • Brands considered worth paying more for are better insulated
      • Figure 27: Top ranking of brands in the BPC sector, by agreement with “A brand that is worth paying more for”, 2019-21
  9. Quality Leaders

    • Efficacy is becoming more critical for purchases
      • Figure 28: Top ranking of brands in the BPC sector, by agreement with “A brand that is consistently high quality”, 2019-21
    • Personal care and health brands create quality image
  10. Health and Wellbeing

    • Room for caring image beyond functionality
    • Extend wellbeing focus into planetary issues
      • Figure 29: Top ranking of brands in the BPC sector, by agreement with “A brand that cares about my health/wellbeing”, 2019-21
    • Efficacy is key within health-related categories
      • Figure 30: Top ranking of brands in the BPC sector, by agreement with “Effective”, 2019-21
  11. Expertise Leaders

    • Oral care brands seen as expert
      • Figure 31: Top ranking of brands in the BPC sector, by agreement with “Expert”, 2019-21
    • Johnson’s Baby provides guidance to parents
  12. Premium Brands and Premiumisation

    • Mass-market brands can take inspiration from premium labels
      • Figure 32: Top ranking of brands in the BPC sector, by agreement with “Exclusive”, 2019-21
    • Huda Beauty taps into seasonality
      • Figure 33: Top ranking of brands in the BPC sector, by agreement with “Glamorous”, 2019-21
      • Figure 34: Huda Beauty launches its Lunar New Year 2022 Liquid Matte Lipstick, 2022
    • Lancôme teams up with Netflix
      • Figure 35: Top ranking of brands in the BPC sector, by agreement with “Indulgent”, 2019-21
  13. Ethical Brands

    • Inform consumers to promote ethical credentials
      • Figure 36: Top ranking of brands in the BPC sector, by agreement with “Ethical”, 2019-21
    • Explore new formats to tap into sustainability
      • Figure 37: Examples of BPC launches in tablet or powder formats, 2021
    • Colgate explores alternative materials
      • Figure 38: Examples of Colgate’s eco-friendly NPD, 2020-21
  14. Natural Brands

    • Free from claims promote perceptions of naturalness
      • Figure 39: Top ranking of brands in the BPC sector, by agreement with “Natural”, 2019-21
      • Figure 40: Examples of launches with free-from claims and short ingredient lists, 2021
    • Go beyond ingredient lists
  15. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
  16. Appendix – Brands Covered

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.

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