2023
9
UK Diversity in BPC Market Report 2023
2023-04-01T04:06:55+01:00
OX1156815
2195
161984
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Report
en_GB
“As an intricate sector, the conversation surrounding diversity in BPC continues to expand, with progress made toward the inclusion in marketing, NPD and retail. The cost of living crisis will,…

£ 2,195 (Excl.Tax)

Description

The conversation surrounding diversity in the beauty and personal care industry continues to expand. Progress has been made, but there is more businesses can do to improve diversity and inclusivity in the industry. Our UK Diversity in BPC Market Report features analysis of consumer expectations and expert recommendations for how to engage successfully with consumers around the subject of diversity in BPC. Read on to find out more about our report.

Diversity in Beauty and Personal Care – Consumer Trends

Half of adults agree that beauty and grooming brands need to do more to prove their product ranges are inclusive. While some brands have made strides, consumers remain sceptical and would like to see more concrete evidence of these efforts.

Diversity in Beauty and Personal Care – Consumer Demands

As affordability becomes an important consideration for consumers during the cost-of-living crisis, some may opt for less expensive beauty and grooming products. However, trading down isn’t always an easy option. Some products, such as haircare, are an essential part of culture and tradition for many ethnic minorities. To build consumer loyalty and trust, brands will need to be mindful of creating inclusive products that do not require sacrificing what is important to their daily routines and self-expression.

Diversity in Beauty and Personal Care – What Next?

It is important for brands in beauty and personal care to avoid taking a narrow-minded approach to diversity and inclusion. Instead, they should strive to consider a wide range of minority groups to create a truly inclusive and diverse market, for example, creating products/services for neurodivergent consumers who are often overlooked in the diversity in BPC conversation.

Read on to find out more about our BPC in Diversity Market Report, or if you’re looking for more information on the wider industry, take a look at our extensive beauty and personal care market research.

Quickly Understand

  • The impact of the cost of living crisis on diversity/inclusion in BPC.
  • How brands and retailers have been tackling diversity/inclusion in BPC.
  • What consumers expect brands and retailers to do to improve diversity/inclusion in BPC.
  • How consumers are altering their own behaviours to support diversity/inclusion in BPC.
  • Interest in product innovation targeting consumers who have historically been overlooked in BPC.
  • Attitudes toward brand/retailer efforts to improve diversity/inclusion in BPC.
  • Cross-category and category-specific opportunities to improve diversity/inclusion in BPC.

Expert Analysis from a Specialist in the BPC Sector

This report, written by Shiyan Zering, a leading analyst in the BPC sector, delivers in-depth commentary and analysis to highlight current consumer trends and expectations toward diversity in BPC.

As an intricate sector, the conversation surrounding diversity in BPC continues to expand, with progress made toward the inclusion in marketing, NPD and retail. The cost of living crisis will, however, present concerns over affordability and accessibility for all needs. Trading down may not be a viable option, therefore brands and retailers have an opportunity to ensure trading down does not require consumers to sacrifice what is important to their daily routines and self-expression.

 

Shiyan Zering
BPC and OTC Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • The five-year outlook for diversity in BPC
              • Figure 1: The outlook for diversity in BPC, 2023-27
            • The market
              • Rise of minority groups indicates opportunity to cater towards specific needs
                • Figure 2: Number and percentage of the population in all high-level ethnic groups, 2011 and 2021 
              • Retailers pledge commitments towards diversity and inclusion
                • Companies and brands
                  • Age inclusivity was spotlighted through menopause beauty
                    • Haircare sector sees acceleration in diversity and inclusion efforts
                      • The consumer
                        • Ensure that inclusive product ranges reflect consumer needs
                          • Figure 3: Diversity/inclusivity purchase drivers in BPC, 2022
                        • Brands are doing well but have room for improvement
                          • Figure 4: Behaviours relating to diversity/inclusion in BPC in the last 12 months, 2022
                        • Affordability is a top requirement from consumers
                          • Figure 5: Retailer responsibilities relating to diversity/inclusion in BPC, 2022
                        • Skin condition NPD is in high demand
                          • Figure 6: Interest in product innovation relating to diversity/inclusion in BPC, 2022
                        • Join forces to push forward diversity and inclusion
                          • Figure 7: Attitudes towards diversity/inclusion in BPC, 2022
                      • Issues and Insights

                        • Ensure inclusive NPD is affordable and accessible
                          • Drive authentic innovation with representation
                            • Consider the needs of people with disabilities
                              • Demonstrate and prove inclusivity
                              • Market Drivers

                                • Inflation is the key concern for consumers and brands
                                  • Consumers’ financial wellbeing has fallen from the highs of 2021…
                                    • Figure 8: Household financial wellbeing index, 2009-22
                                  • …most people are feeling the effects of price rises
                                    • The cost of living crisis is affecting all BPC consumers…
                                      • Figure 9: Beauty/grooming behaviours since the start of the COVID-19 outbreak, 2022
                                    • …but ethnic minorities are especially impacted
                                      • Rise of minority groups indicates opportunity to cater towards specific needs
                                        • Figure 10: Number and percentage of the population in all high-level ethnic groups, 2011 and 2021
                                      • Menopause needs are being considered
                                        • Figure 11: Trends in the age structure of the UK population, 2016-26
                                      • Create more affordable products for ageing men
                                        • Hair discrimination is being addressed
                                          • Men are looking for more inclusivity
                                            • Figure 12: Attitudes towards facial skincare, 2022
                                          • The conversation of diverse employment is growing
                                            • Major retailers pledge their commitment towards diversity and inclusion
                                              • Retail inclusivity garnered attention through ‘Quiet Hours’ feature
                                              • Launch Activity and Innovation

                                                • Consider limited motor skills in NPD
                                                  • Figure 13: Examples of new product launches by Rare Beauty, 2022
                                                • Colour cosmetics designed for deeper skin tones takes a focus
                                                  • Figure 14: Examples of new product launches targeted toward consumers with deeper skin tones, 2022
                                                • Black-owned brands gain mainstream popularity in haircare…
                                                  • Figure 15: Example of a new product launch by Mielle Organics, 2022
                                                • …as innovation for curly/coily hair continues to grow
                                                    • Figure 16: Examples of new product launches targeted towards consumers with curly/coily hair textures, 2022-23
                                                    • Figure 17: The Pattern Blow Dryer, 2023
                                                  • Highlight safer alternative ingredients
                                                    • Figure 18: Example of a new product launch by 4.5.6 Skin, 2023
                                                  • Represent more underserved communities
                                                    • Figure 19: Examples of new product launches targeted towards Asian/South Asian consumers, 2022
                                                  • Indian Ayurvedic beauty ingredients are trending…
                                                    • Figure 20: Examples of new product launches containing Ayurvedic ingredients, 2022
                                                  • …while indigenous ingredients enhance claims
                                                      • Figure 21: Examples of new product launches containing indigenous ingredients, 2022
                                                    • Skin conditions are highlighted as important
                                                      • Figure 22: Examples of new product launches targeted towards skin conditions, 2022-23
                                                    • Age inclusivity was spotlighted through menopause beauty in 2022
                                                      • Figure 23: Examples of new product launches targeted towards menopausal consumers, 2022-23
                                                  • Advertising and Marketing Activity

                                                    • ‘Anti-ageing’ dialogue has taken a new direction
                                                      • Inclusive hair campaigns elevate individual stories
                                                        • Boots places diversity first in 2022 campaigns
                                                          • Figure 24: Boots #AllTogetherBeautiful campaign, 2023
                                                          • Figure 25: Boots x Indiyah collaboration, 2022
                                                        • Coty’s #UndefineBeauty campaign challenges official ‘beauty’ definitions
                                                          • Estrid alters art to disrupt beauty standards
                                                            • Figure 26: Estrid Human Renaissance campaign, 2022
                                                          • Aaron Wallace launches influencer campaign to encourage self-care in black community
                                                            • Virtual ambassadors tackle diversity and inclusivity in the metaverse
                                                              • Figure 27: Clinique Metaverse More Like Us campaign, 2022
                                                              • Figure 28: Dove Real Virtual Beauty in Games campaign, 2022
                                                            • Social media campaigns experiment more with non-traditional campaigns
                                                            • Purchase Motivations

                                                              • Ensure that inclusive product ranges reflect consumer needs
                                                                • Figure 29: Diversity/inclusivity purchase drivers in BPC, 2022
                                                              • Engage older consumers by shifting to pro-ageing language
                                                                • Figure 30: Diversity/inclusivity purchase drivers in BPC, by age, 2022
                                                              • Younger generation are more driven by inclusive advertising
                                                                • Figure 31: Amika Love All Your Hair Days campaign, 2022
                                                              • Acknowledge the influence of minority groups on products/trends
                                                                • Figure 32: Kulfi Beauty Underlined Kajal Eyeliner imagery, 2022
                                                              • Maximise reach with diverse brand ambassadors
                                                                • Figure 33: TURF Analysis – Diversity in BPC, 2022
                                                                • Figure 34: Table – TURF analysis – Diversity in BPC, 2022
                                                                • Figure 35: Glisten Cosmetics x @wendysworld_xox collaboration, 2022
                                                              • TURF analysis methodology
                                                              • Behaviours Relating to Diversity in BPC

                                                                • Call out diversity/inclusion in retail to boost awareness
                                                                  • Figure 36: Behaviours relating to diversity/inclusion in BPC in the last 12 months, 2022
                                                                • Show real representations to influence purchase choices
                                                                  • Figure 37: Behaviours relating to diversity/inclusion in BPC in the last 12 months, by age, 2022
                                                                • Meet minority consumers’ needs with clearer claims
                                                                  • Figure 38: Behaviours relating to diversity/inclusion in BPC in the last 12 months, by skin tone, 2022
                                                                • Use global inspiration to improve representation
                                                                  • Better training and development needed for professional treatments
                                                                    • Minority-owned brands stand out for authenticity
                                                                      • Figure 39: Behaviours relating to diversity/inclusion in BPC in the last 12 months, by ethnicity, 2022
                                                                  • Retailer Responsibilities

                                                                    • Affordability is a priority for retailers
                                                                      • Figure 40: Retailer responsibilities relating to diversity/inclusion in BPC, 2022
                                                                    • Retail innovation can engage those with textured hair
                                                                      • Figure 41: Retailer responsibilities relating to diversity/inclusion in BPC, by curly/coily/kinky hair type, 2022
                                                                    • Designate shelf space and signpost inclusive brands
                                                                      • Learn from retailers that are improving store experience for people with autism…
                                                                        • …but further innovation is needed for underserved communities
                                                                          • Add inclusive website functionalities
                                                                              • Figure 42: Superdrip website heat map relating to diversity in online BPC, 2023
                                                                            • Build trust via comprehensive staff training
                                                                              • Figure 43: Retailer responsibilities relating to diversity/inclusion in BPC, by age and gender, 2022
                                                                          • Interest in Product Innovation

                                                                            • Skin condition NPD is in high demand…
                                                                              • Figure 44: Interest in product innovation relating to diversity/inclusion in BPC, 2022
                                                                            • …with opportunity to develop accessible colour cosmetics for these needs
                                                                              • Innovate to support those with physical disabilities
                                                                                • Boost confidence with hair-loss NPD
                                                                                  • Figure 45: Interest in product innovation relating to diversity/inclusion in BPC, by age, 2022
                                                                                • Improve innovation for colour cosmetics on ageing skin
                                                                                  • Sensory issues are neglected in NPD
                                                                                    • Darker skin tones need better skin health research for optimum efficacy
                                                                                    • Attitudes towards Diversity in BPC

                                                                                      • Join forces to push forward diversity and inclusion
                                                                                        • Figure 46: Attitudes towards diversity/inclusion in BPC, 2022
                                                                                      • Prove inclusivity of product ranges with expertise
                                                                                        • Figure 47: L’Oréal True Match Foundation, 2022
                                                                                      • Personalisation can boost support diversity efforts
                                                                                        • Figure 48: Attitudes towards diversity in BPC, by ethnicity, 2022
                                                                                      • Consumers expect brands to use their platform and support social issues
                                                                                        • Boost perceptions of premium brands
                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                            • Abbreviations
                                                                                              • Consumer research methodology

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