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This report provides a complete review and analysis of the US facial skincare market and consumer, including a five year outlook to strategize your future success. Mintel’s BPC expert breaks down the latest industry developments and consumer demands, to provide brands with the opportunity to adapt and strategize accordingly.
After a sustained period of growth, sales of facial skincare products are forecast to steady off over the coming years. A more modest growth is expected long-term, and Mintel forecasts that the US facial care market size will surpass $13 billion in 2028.
Novelty and efficacy drive commonplace switch-out behaviors, boding well for innovative newcomers that can break out of a crowded marketplace of claims. Even as facial skincare becomes a mainstream interest, opportunity continues to exist to reduce barriers and lift usage among certain groups.
Looking ahead, stakeholders must target credibility, novelty, extended benefits to stay ahead of consumer demands. As consumers come to expect more for less, the growing mass and ‘masstige’ markets challenge the premium offerings to prove their value.
The above is just an example of the insights featured in Mintel’s US Facial Skincare Market Report. For more analysis, market data, and growth opportunities, purchase the full report. Readers of this report may also be interested in Mintel’s Future of Facial Skincare.
This report covers the US market for facial skincare and anti-aging products, which is defined as follows:
This report covers only the at-home facial skincare market and does not include professional services or body care products such as body wash or hand and body lotion.
This report is written by Senior BPC analyst, Joan Li. Joan joined Mintel in 2023. Prior to this role, she was an agency-side brand planner and consumer insights analyst for multiple CPG accounts.
Credibility, novelty and high-impact benefits are key pillars of innovation and strategy in a competitive category wherein switching-out is commonplace.
Joan Li
Senior Analyst, Beauty and Personal Care
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