2021
9
UK Women’s Skincare Market Report 2021
2021-08-27T04:07:11+01:00
OX1049213
2195
141990
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Report
en_GB
“Women have embraced multistep skincare routines during the COVID-19 outbreak, with product usage seeing a significant increase and growth in spend robust despite cautious spending habits. Women have prioritised facial…

UK Women’s Skincare Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Women’s Skincare market, including the behaviours, preferences and habits of the consumer.

Increased usage across several facial skincare segments indicates that women are embracing multistep routines, as well as regularly updating the products they use to suit their needs. However, despite women being highly engaged with this category, they continue to face challenges, with 59% of female facial skincare users struggling to know what products work well together.

During the COVID-19 outbreak, the women’s facial skincare category and market growth has proved resistant to headwinds faced by other beauty categories. In 2020, value sales in the category increased 0.4% to £1.4 billion, boosted by a heightened focus on hygiene, skin conditions that have arisen from face covering use and wellbeing trends that have seen women turn to facial skincare for a sense of calm.

The biggest threats facing the category are savvy shopping habits and the risk that women will streamline their routines. Savvy shopping habits encourage trading down behaviours and mean women are willing to shop around for discounts when buying higher-value brands. Meanwhile, usage could fall into decline if routines are streamlined for convenience, cost-saving or sustainability reasons.

However, there are opportunities to offset these challenges. Brands and retailers can continue to develop tools and services that help women build effective multistep routines. Meanwhile, brands that can showcase product efficacy and real user results will be best placed to succeed as women are looking for high-performance facial skincare products among the latest skincare trends.

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 the women’s skincare category.
  • The value of individual segments and brand performance in 2020.
  • Innovation and NPD in the women’s skincare category.
  • Usage and purchase of women’s facial cleansing and caring products during the last 12 months.
  • The rise of multistep routines and skincare challenges faced by women.
  • Purchase journeys and opportunities to drive new product discovery.
  • Skincare market growth.
  • Skincare industry trends.
  • Latest skincare trends.

Covered in this report

Brands: Simple, Olay, NIVEA, Garnier, Clean & Clear, Neutrogena, L’Oréal, Olay, Garnier, CeraVe, The Inkey List, No7, Prai, Faace, Indeed Laboratories, Peace Out, Sarah Chapman, Nuori, Haeckels, Adaptology, Zelens, Codex, Typology, Youth to the People, Bad Habit, Environ, Sapienic, Drunk Elephant, Estée Lauder, LVMH, Unilever, L’Occitane, Shiseido, Natura & Co, Beiersdorf, Revolution Beauty, Marks & Spencer.

Expert analysis from a specialist in the field

This report, written by Samantha Dover, 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.

Women have embraced multistep skincare routines during the COVID-19 outbreak, with product usage seeing a significant increase and growth in spend robust despite cautious spending habits. Women have prioritised facial skincare over other BPC categories, seeking to improve the health and appearance of the skin in parallel with reduced makeup usage. Whilst this trend is expected to continue, there is a risk that women will move away from multistep routines post-pandemic, though brands can respond and minimise this risk with continued NPD and innovation in services that help women build highly effective, personalised routines.

Samantha Dover
Senior Beauty and Personal Care Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
          • COVID-19 market context
            • Economic and other assumptions
            • Executive Summary

                • Impact of COVID-19 on women’s facial skincare
                  • Figure 1: Short, medium and long-term impact of COVID-19 on women’s facial skincare, 2020-25
                • The market
                  • Growth expected to accelerate as consumer confidence rebounds
                    • Figure 2: Market size and forecast for the UK women’s facial skincare category, 2016-26
                  • Treatment products outperform as women look for results
                    • Figure 3: Percentage change in retail value sales of mass-market women’s facial skincare, by sub-category, 2020-21
                  • Companies and brands
                    • Inconsistent performance seen amongst the leading mass-market brands
                      • Figure 4: Retail value sales of mass-market women’s facial skincare, by brand, 2021
                    • NPD remains consistent with opportunities to explore emerging segments
                      • Figure 5: New product development in the women’s facial skincare category, by sub-category, 2018-21
                    • The consumer
                      • Demand for facial cleansers remains strong
                        • Figure 6: Facial cleansing products used in the last 12 months, 2020 and 2021
                      • Women invest in high-performance care and treatment products
                        • Figure 7: Facial caring products used in the last 12 months, 2020 and 2021
                      • Brands can help women offset common facial skin stressors
                        • Figure 8: Factors that impact facial skin, 2021
                      • Innovation drives brand preference alongside price
                        • Figure 9: Types of facial skincare brands purchased in the last 12 months, 2021
                      • Purchase journeys begin with online reviews
                        • Figure 10: Activities done ahead of purchasing a new facial skincare product, 2021
                      • Multistep and multi-brand skincare routines create challenges
                        • Figure 11: Facial skincare behaviours, 2021
                    • Issues and Insights

                      • Maintain engagement post-COVID-19 by supporting multistep routines
                        • Take eco-friendly skincare to the next level
                          • Create a more inclusive and diverse facial skincare category
                          • The Market – Key Takeaways

                            • Spend proved resilient amidst COVID-19
                              • Products tied to wellbeing outperform
                                • Online growth will have a lasting impact
                                • Market Size and Performance

                                  • COVID-19’s impact on facial skincare was limited
                                    • Figure 12: Short, medium and long-term impact of COVID-19 on women’s facial skincare, 2020-25
                                  • Health and wellbeing focus buoyed demand in 2020
                                    • Figure 13: Market size for the UK women’s facial skincare category, 2016-21
                                • Market Forecast

                                  • Slow but steady growth forecast in the years to 2026
                                    • Figure 14: Market forecast for the UK women’s facial skincare category, 2016-26
                                    • Figure 15: Market forecast for the UK women’s facial skincare category, 2021-26
                                  • Market drivers and assumptions
                                    • Figure 16: Key drivers affecting Mintel’s market forecast, 2015-25
                                  • Forecast methodology
                                  • COVID-19 Scenario Performance

                                    • Mintel’s approach to predicting the impact of COVID-19
                                      • Fundamental differences in how COVID-19 is affecting consumer markets
                                        • Uncertainty continues despite progress
                                          • Figure 17: COVID-19 scenario forecasts for the UK women’s facial skincare category, 2016-26
                                        • Rapid recovery will provide a boost to facial skincare
                                          • Extended disruption will drive cautious spending habits
                                            • COVID-19 market disruption: risks and outcomes
                                              • Figure 18: Summary of Mintel scenario expectations and the impact on the women’s facial skincare market, 2021
                                          • Market Segmentation

                                            • Prestige skincare segment resists headwinds
                                              • Figure 19: Retail value sales of women’s facial skincare, by price positioning, 2019-21
                                            • Face wipes continue to fall out of favour
                                              • Figure 20: Retail value sales of mass-market women’s facial skincare, by sub-category, 2019-21
                                          • Channels to Market

                                            • COVID-19 channel shifts set to reverse in 2021
                                              • Figure 21: Retail value sales of women’s facial skincare, by retail channel, 2019-21
                                            • The shift towards online will be habit-forming
                                            • Market Drivers

                                              • An ageing female population presents opportunities
                                                • Figure 22: Trends in the age structure of the UK female population, 2015-25
                                              • Women want to see diversity in product ranges
                                                • Figure 23: Definition of a diverse beauty brand, 2020
                                              • Demand for protective skincare is strong
                                                • Figure 24: Frequency of skincare/makeup with SPF usage, 2020
                                              • Facial tools create new skincare rituals
                                                • Figure 25: Non-electrical facial skincare tools and accessories used in the last 12 months, by age, 2020
                                              • Device usage remains niche despite COVID-19 boost
                                                • Figure 26: Electrical facial skincare devices used in the last 12 months, by age, 2020
                                              • A holistic approach to skincare advice is powerful
                                                • Figure 27: Beauty advice desired online, 2020
                                              • Health and wellbeing impact skincare choices
                                                • Figure 28: Beauty and personal care shopping behaviour, 2020
                                              • Hygiene concerns drive packaging innovation
                                                • Natural penetration is high in facial skincare
                                                  • Figure 29: Types of facial skincare products typically purchased, 2020
                                              • Companies and Brands – Key Takeaways

                                                • COVID-19 online shift increases competition
                                                  • Innovation is focused on sustainability
                                                    • Marketing is used to promote brand values
                                                    • Market Share

                                                      • Retail disruption impacts own-label skincare
                                                        • Figure 30: Retail value sales of mass-market women’s facial skincare, by brand, 2020 and 2021
                                                      • Mixed performance seen amongst the leading brands
                                                        • Sustainability influences mass-market brand preferences
                                                        • Launch Activity and Innovation

                                                          • Focus remains on face and neck care
                                                            • Figure 31: New product development in the women’s facial skincare category, by sub-category, 2018-21
                                                          • Brands address female-specific skin concerns
                                                            • Figure 32: Examples of women’s facial skincare launches carrying menopause claims, 2020-21
                                                          • DIY beauty trend sees microneedling made easy
                                                            • Figure 33: Examples of women’s facial skincare launches carrying microneedling claims, 2020-21
                                                          • Eco and ethical claims become more prevalent
                                                            • Figure 34: Top 10 claims in the women’s facial skincare category (based on leading claims in 2020), 2019-21
                                                          • Small-batch natural formulas provide efficacy and eco assurance
                                                            • Figure 35: Examples of women’s facial skincare launches carrying small-batch claims, 2020-21
                                                          • Biotech helps brands achieve sustainability goals
                                                            • Figure 36: Examples of women’s facial skincare launches carrying biotechnology claims, 2020-21
                                                          • Brands continue to focus innovation on serums
                                                            • Figure 37: Top 10 formats in the women’s facial skincare category (based on leading formats in 2020), 2019-21
                                                          • Facial mists tap into key BPC trends
                                                            • Figure 38: Examples of women’s facial skincare mists carrying adaptogen claims, 2020-21
                                                            • Figure 39: Examples of women’s facial skincare mists carrying microbiome claims, 2020-21
                                                          • Estée Lauder continues to dominate NPD
                                                            • Figure 40: New product development in the women’s facial skincare category, by ultimate company and others, 2020
                                                            • Figure 41: Top 10 ultimate companies in the women’s facial skincare category (based on leading ultimate companies in 2020), 2019-21
                                                        • Advertising and Marketing Activity

                                                          • Expenditure was subdued during the pandemic
                                                            • Figure 42: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, 2019-21
                                                            • Figure 43: No7 Lockdown Lines Campaign, 2021
                                                          • A spotlight is placed on mental health
                                                            • Figure 44: Dove Reverse Selfie Campaign, 2021
                                                          • Inclusivity is the order of the day
                                                            • Figure 45: Topicals’ Good Skin Campaign, 2021
                                                          • Leading advertisers increase share of total spend in 2020
                                                            • Figure 46: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by top 10 advertisers, 2020
                                                          • Brands shout about their sustainability commitments
                                                            • Figure 47: REN Clean Skincare #WeAreAllies Campaign, 2021
                                                          • Nielsen Ad Intel coverage
                                                          • Brand Research

                                                              • Brand map
                                                                • Figure 48: Attitudes towards and usage of selected brands, 2021
                                                              • Key brand metrics
                                                                • Figure 49: Key metrics for selected brands, 2021
                                                              • Brand attitudes: Brand awareness drives trust
                                                                • Figure 50: Attitudes, by brand, 2021
                                                              • Brand personality: Price point determines accessibility…
                                                                • Figure 51: Brand personality – macro image, 2021
                                                              • …but does not determine how innovative a brand is
                                                                • Figure 52: Brand personality – micro image, 2021
                                                              • Brand analysis
                                                                • NIVEA benefits from its strong brand awareness and usage
                                                                  • Figure 53: User profile of NIVEA, 2021
                                                                • CeraVe is perceived as an expert brand
                                                                  • Figure 54: User profile of CeraVe, 2021
                                                                • Elemis is considered indulgent but less innovative than others
                                                                  • Figure 55: User profile of Elemis, 2021
                                                                • Liz Earle scores highly for naturalness and ethics
                                                                  • Figure 56: User profile of Liz Earle, 2021
                                                                • Clean & Clear is effective and accessible
                                                                  • Figure 57: User profile of Clean & Clear, 2021
                                                                • Vichy lacks brand differentiation and commitment
                                                                  • Figure 58: User profile of Vichy, 2021
                                                                • The Inkey List is perceived as innovative
                                                                  • Figure 59: User profile of The Inkey List, 2021
                                                                • Beauty Pie perceptions impacted limited brand awareness
                                                                  • Figure 60: User profile of Beauty Pie, 2021
                                                                • Reading word clouds
                                                                • The Consumer – Key Takeaways

                                                                  • COVID-19 renews multistep skincare routines
                                                                    • Awareness of how lifestyle choice impacts facial skin is strong
                                                                      • Stores remain influential in the purchase journey
                                                                      • Impact of COVID-19 on Consumer Behaviour

                                                                        • Personal incomes have remained largely intact
                                                                            • Figure 61: COVID-19 and personal income, 2021
                                                                          • Young women have pared back their beauty routine
                                                                              • Figure 62: Change in time spent on daily beauty/grooming routine compared to before COVID-19, 2021
                                                                            • Spend on BPC has been subdued
                                                                                • Figure 63: Change in spending on beauty products and toiletries since the start of the outbreak, by age, 2021
                                                                              • Value and efficacy have gained importance
                                                                                  • Figure 64: Change in priorities when purchasing beauty/grooming products since the start of the COVID-19 outbreak, 2021
                                                                                • Face coverings trigger skin conditions
                                                                                    • Figure 65: Factors that have triggered skin conditions during the last 12 months, 2021
                                                                                  • Online beauty engagement has increased
                                                                                      • Figure 66: Changes in online beauty/grooming purchasing since the start of the COVID-19 outbreak, 2020
                                                                                  • Facial Cleansing Routines

                                                                                    • COVID-19 boosts usage of several cleansing formats
                                                                                      • Figure 67: Facial cleansing products used in the last 12 months, 2020 and 2021
                                                                                    • Eco preferences drive demand for solid formats
                                                                                      • Figure 68: SBTRCT Bamboo Pot, 2021
                                                                                    • Tap into the rise of double cleansing
                                                                                      • Figure 69: Repertoire of facial cleansing products used in the last 12 months, 2021
                                                                                    • Anti-acne innovation will appeal to young women
                                                                                      • Figure 70: Net of facial cleansing products used in the last 12 months, by age, 2021
                                                                                  • Facial Caring Routines

                                                                                    • Care and treatment usage also boosted by COVID-19
                                                                                      • Figure 71: Facial caring products used in the last 12 months, 2020 and 2021
                                                                                    • Target hyper-specific needs to boost treatment usage
                                                                                      • Figure 72: Net of facial caring products used in the last 12 months, by age, 2021
                                                                                    • Guide women towards effective multistep routines
                                                                                      • Figure 73: Repertoire of facial caring products used in the last 12 months, 2021
                                                                                    • Skinimalism trend could threaten multistep routines
                                                                                      • Figure 74: Krave Core Products, 2021
                                                                                  • Facial Skin Stressors

                                                                                    • Help women address fatigued skin
                                                                                      • Figure 75: Factors that impact facial skin, 2021
                                                                                    • Provide multifunctional skin protection
                                                                                      • Figure 76: Examples of women’s facial skincare launches carrying protective claims, 2020
                                                                                    • Use partnerships to explore the link between skincare and wellbeing
                                                                                      • Figure 77: Factors that impact facial skin, by age, 2021
                                                                                    • Educate women over 55 on hormonal skin issues
                                                                                      • Figure 78: Veracity At-Home Skin + Health Test, 2021
                                                                                      • Figure 79: Veracity Skin + Health Test Recommendations, 2021
                                                                                  • Brand Preferences

                                                                                    • Mass-market and own-label brands dominate
                                                                                      • Figure 80: Types of facial skincare brands purchased in the last 12 months, 2021
                                                                                    • Innovate to drive demand for premium and luxury skincare
                                                                                      • Figure 81: Types of facial skincare brands purchased in the last 12 months, by age, 2021
                                                                                    • Encourage brand loyalty amongst the 16-34s with rewards
                                                                                      • Figure 82: Revolution Beauty RevRewards, 2020
                                                                                    • Improve diversity and inclusion at an affordable price point
                                                                                      • Figure 83: Types of facial skincare brands purchased in the last 12 months, by household income, 2021
                                                                                  • Purchase Journeys and New Product Discovery

                                                                                    • Packaging remains persuasive
                                                                                      • Figure 84: Activities done ahead of purchasing a new facial skincare product, 2021
                                                                                      • Figure 85: cocokind packaging, 2021
                                                                                    • Use eco and ethical credentials to offset price competition
                                                                                      • Figure 86: Activities done ahead of purchasing a new facial skincare product, by age, 2021
                                                                                    • Improve review usability with filter options
                                                                                      • Figure 87: Interest in services to aid facial skincare product discovery, 2021
                                                                                    • Target young women with AI-powered recommendations
                                                                                      • Figure 88: Interest in services to aid facial skincare product discovery, by age, 2021
                                                                                  • Facial Skincare Routine Behaviours and Challenges

                                                                                    • Support multi-brand skincare wardrobes
                                                                                      • Figure 89: Facial skincare routine behaviours, 2021
                                                                                    • Empower the over-55s with relevant online content
                                                                                      • Figure 90: Facial skincare routine behaviours, by age, 2021
                                                                                    • Address the challenges that arise from multistep routines
                                                                                      • Figure 91: Facial skincare challenges, 2021
                                                                                    • Help young women identify their core concerns
                                                                                      • Figure 92: Facial skincare challenges, by age, 2021
                                                                                  • Attitudes towards Facial Skincare Marketing

                                                                                    • Promote skin positivity in-store and online
                                                                                      • Figure 93: Attitudes towards facial skincare marketing, 2021
                                                                                    • Create new skincare rituals using social media
                                                                                      • Figure 94: Attitudes towards facial skincare marketing, by age, 2021
                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                      • Abbreviations
                                                                                        • Consumer research methodology
                                                                                        • Appendix – Central Forecast Methodology

                                                                                          • Market forecast and prediction intervals
                                                                                            • Figure 95: Market forecast and prediction intervals for the UK women’s facial skincare category, 2021-26
                                                                                          • Market drivers and assumptions
                                                                                            • Figure 96: Key drivers affecting Mintel’s market forecast, 2020-25
                                                                                          • Forecast methodology
                                                                                          • Appendix – COVID-19 Scenario Performance Methodology and Assumptions

                                                                                            • Scenario performance
                                                                                              • Figure 97: COVID-19 scenario forecasts for the UK women’s facial skincare category, 2016-26
                                                                                            • Rapid COVID recovery, central and extended COVID disruption scenarios outline
                                                                                              • Scenario methodology

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