2020
9
US Clean Beauty Market Report 2020
2021-01-09T03:02:16+00:00
OX987328
3695
129633
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Report
en_GB
“Consumers buy clean products because they believe they are safer than traditional products, have higher quality ingredients and are better for the environment. In light of the COVID-19 pandemic, consumers…

US Clean Beauty Market Report 2020

£ 3,695 (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 Clean Beauty – US market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

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

The clean beauty movement is experiencing a moment of evolution. With the pandemic increasing the concerns consumers have around safety, demand for clean beauty products has seen growth, catapulting the once niche category right into the mainstream. Simultaneously, the pandemic has given rise to several “expert” beauty influencers, challenging claims seen throughout the clean landscape and further raising the bar on how brands need to communicate with consumers. As discussed in this Report, differing ideological beliefs and perceptions toward clean among key audiences in the beauty space demonstrate that there is no longer a one-size-fits-all approach to either providing a clean product or communicating about clean beauty. Brands playing in the clean beauty space need to address the increased expectations consumers have.

Expert analysis from a specialist in the field

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

Consumers buy clean products because they believe they are safer than traditional products, have higher quality ingredients and are better for the environment. In light of the COVID-19 pandemic, consumers are looking for ways to protect their health and safety – increasing demand for clean beauty and personal care products. With the economic recession disproportionately impacting key audiences in the beauty space, affordable clean brands available at mass retailers will thrive.
Clare Hennigan
Senior Beauty Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: market context
  2. Executive Summary

    • Top takeaways
    • Communicating clean is not “one size fits all”
      • Figure 1: Clean Beauty Personas
    • How are clean beauty brands innovating?
    • Clean expands into personal care and wellness categories
    • The future of product development
    • Respond to the conscious consumer movement with targeted innovation
    • Meet consumers where they are: necessary renovation
  3. The Market – Key Takeaways

    • Impact of COVID-19 on clean beauty
    • Diversifying population bodes well for the market
    • The tenets of clean beauty
  4. Market Trends

    • Who is using clean beauty?
      • Figure 2: Repertoire of clean product purchases, by women aged 18-34 and Hispanic origin, September 2020
    • Clean has moved from beauty to personal care
      • Figure 3: Price premium for clean, by category, December 2020
    • Impact of COVID-19 on clean beauty
      • Figure 4: Short-, medium- and long-term impact of COVID-19 on clean beauty, December 2020
    • Lockdown
    • Reemergence
    • Recovery
    • COVID-19: US context
    • Learnings from the last recession
  5. Market Factors

    • Key consumer groups will be hit hard by the recession
    • Diversifying population bodes well for the market
      • Figure 5: Select behaviors toward clean beauty – By race and Hispanic origin, September 2020
    • Expect a push for more cosmetic regulation
  6. Market Opportunities

    • What the rise of TikTok means for clean beauty
      • Figure 6: TikTok – @teawithmd
    • The tenets of clean beauty
    • Safety
      • Figure 7: Biossance Clean Academy
    • Sustainability
      • Figure 8: Krave Beauty – “Skincare is not fast fashion”
    • Inclusivity
      • Figure 9: BEAUTY PIE – Price transparency
    • Positive impact
      • Figure 10: Instagram post – Topicals – World Mental Health Day
  7. Competitive Strategies

    • How social media influencers and clickbait culture impacted clean beauty
    • Retailers expand into clean beauty
      • Figure 11: Conscious Beauty at Ulta Beauty – Instagram post
  8. The Consumer – Key Takeaways

    • There is no singular approach to clean beauty
    • Purchases of clean products mirror traditional product purchases
    • Mass merchandisers’ expansion into clean is paying off
    • Safety and quality drive purchases of clean products
    • Eco-friendly claims are crucial in reaching young adults
    • Clean beauty continues to grow
    • Attitudes toward beauty are mixed
  9. Clean Beauty Personas

    • There is no singular approach to clean beauty
    • Beauty Activists – Early adopters
    • Holistic Beauty
    • Ageless Aesthetic
  10. Clean Product Purchases

    • Purchases of clean products are consistent with traditional product purchases
      • Figure 12: Product purchases and clean product purchases, September 2020
    • Most consumers use a mix of mainstream and clean
      • Figure 13: Repertoire of product purchases and clean product purchases, September 2020
  11. Retailers Shopped

    • Mass merchandisers’ expansion into clean is paying off
      • Figure 14: Ulta Beauty at target
      • Figure 15: Retailers shopped, September 2020
    • Address inclusivity issues in clean beauty
      • Figure 16: Retailers shopped, by race and Hispanic origin, September 2020
  12. Clean Purchase Motivations and Barriers

    • Why do consumers buy clean products?
    • Clean products are perceived as safer than traditional products
    • Mistrust fuels demand for clean
      • Figure 17: Reasons for purchasing clean beauty products, September 2020
    • Young adults are cause oriented
      • Figure 18: Select reasons for purchasing clean beauty products, by age, September 2020
    • Confusion and cost are barriers to clean
      • Figure 19: Reasons for avoiding clean products, September 2020
  13. Claim Importance

    • Expert approval quells safety concerns
      • Figure 20: Claim importance, September 2020
    • Eco-friendly claims are crucial in reaching young adults
      • Figure 21: Select claim importance, by age, September 2020
    • Black adults are ingredient focused; Hispanic adults seek third-party verification
      • Figure 22: Select claim Importance, by race and Hispanic origin, September 2020
    • Heavy clean product users want a variety of claims
      • Figure 23: Claim importance by repertoire of clean product purchases, September 2020
  14. Behaviors toward Clean Products

    • Clean beauty continues to grow
      • Figure 24: Behaviors toward clean products, September 2020
    • Men rely on outside sources
      • Figure 25: Select behaviors toward clean products – I’ve done this, by gender, September 2020
    • Young adults research before purchasing
      • Figure 26: Select behaviors toward clean products – I’ve done this, by age, September 2020
  15. Attitudes toward Clean Beauty

    • Attitudes toward beauty are mixed
      • Figure 27: TikTok – @Benneiley
      • Figure 28: TikTok – @charlotteparler
      • Figure 29: Attitudes toward clean beauty, September 2020
    • Highlight benefits and safety, but avoid fear-mongering
      • Figure 30: Instagram post – “Slugging”
      • Figure 31: Attitudes toward clean beauty, by repertoire of product usage, September 2020
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations
    • Terms
  17. Appendix – Consumer Data

      • Figure 32: TURF Analysis – Importance of BPC claims, September 2020
      • Figure 33: Table – TURF Analysis – Importance of BPC claims, September 2020
      • Figure 34: TURF Analysis – Importance of BPC claims, September 2020
      • Figure 35: Table – TURF Analysis – Importance of BPC claims, September 2020

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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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