US Personal Care Consumer Report 2023
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Personal care routines remain primarily rooted in functional hygiene. In a stable but challenged market, brands must stand out with unique value-adds. Joan Li, Senior Analyst, Beauty and Personal…

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This report provides deep insight into the personal care market and consumer in the US. Explore the latest personal care consumer statistics and ground your insight strategy in raw data with expert analysis today. Below, we explore the key topics covered and provide select insights from the report itself.

Key Topics Covered

  • Impact of inflation and other external factors on consumer behaviour and the personal care market.
  • Personal care market landscape, segment performance, key challenges and opportunities.
  • Personal care shopping and purchase influencers.
  • Changes to personal care routines.
  • Attitudes and expectations in personal care products.

US Personal Care Market Size

Sales are estimated to reach $54.3 billion in 2023. Despite an increase since 2022, the market has in fact retracted when accounting for inflation. This is an indication of challenges ahead and a need for defensive measures, as consumers stand their ground amid innovation aiming to breach the wellness space. Remaining functional will be key moving forward, and this is discussed further in the report.

Personal Care Consumer Statistics

  • More consumers are spending more time, compared to less, on their personal care routines. Mintel observes this among younger consumers in particular. Part of this shift is an increased receptivity to new techniques in routines, and the facial skincare market might indicate where interest is headed in other categories.
  • Personal care is currently resilient to trading down behaviour. For example, those who consider themselves financially healthy have a strong preference for higher-end products in the oral health market. A third of consumers state they need help maintaining their oral health, posing an opportunity for brands to provide solutions at a worthwhile premium.

Opportunity in the Personal Care Industry

Gen Z and Millennials, most aware of the social beauty channels, are becoming more aware of the need for proactive and preventative skincare. As personal care attitudes move away from the ‘bare minimum’ and towards a whole-body approach, brands have an opportunity to extend prevention and proactivity to total body personal care.

Packed full of consumer insights and associated opportunities for brands, this report will provide your strategy with the raw analysis needed to grow consumer engagement. Buy your copy today. You can also view our beauty and personal care market research to find exactly what you’re looking for.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis

Leading BPC analyst Joan Li delivers expert insight on the US personal care consumer with this report.

Personal care routines remain primarily rooted in functional hygiene. In a stable but challenged market, brands must stand out with unique value-adds.

Joan Li, Senior Beauty and Personal Care Analyst


Joan Li
Senior Analyst, Beauty and Personal Care

Table of Contents

  1. Executive Summary

    • Overview
    • What you need to know
    • Consumer trends: key takeaways
    • Market predictions
    • Opportunities

    • Market Context
    • Market Drivers
  3. Market size and forecast

    • US retail sales and forecast of market, at current prices
    • US retail sales and forecast of market, inflation-adjusted
  4. Segment performance

    • Personal care sales and market share, by segment

    • Extend prevention and proactivity to the total body
    • Treat sensory experiences as a primary benefit
    • Help personal care become more personal
    • Provide solutions to climate-adaptive needs

    • Consumer fast facts
  7. Personal care purchases

    • – Graph 2: select personal care products purchased, 2022-23
    • – Graph 3: select personal care products purchased, 2022-23
    • Continue to strengthen connections to holistic health beyond hygiene
    • Take inspiration from facial skincare
    • – Graph 4: sun care products purchased, by race, 2022 vs 2023
    • – Graph 5
    • Target diverse needs of young adults and families of color
    • Significant increased purchases among men indicates continued opportunity
    • – Graph 6: select personal care products purchased among men, 2022-23
    • Men’s personal care routines are becoming wellness routines
    • Greater attention paid towards men’s grooming opens doors for NPD
  8. Purchase influencers

    • Scent matters – so do brand and sensitive skin claims
    • – Graph 7: ranked purchase influencers, 2023
    • Create distinction through fragrance
    • Keep an eye on “scent layering” for partnership and expansion opportunities
    • – Graph 8: safety for sensitive skin importance among women, any rank, 2023
    • – Graph 9: natural ingredient importance by parental status, 2023
    • Emphasize safety to resonate with parents
    • Democratize safe personal care routines for all families
  9. Changes to routines

    • The average personal care routine takes more time
    • The average personal care routine takes more time
    • – Graph 10: spending more time vs less time on routine by age, 2023
    • Elaborate and occasion-dependent routines present new opportunities
    • Translate knowledge of multi-step facial skincare to body care routines
    • Eco-friendly aspirations indicate ongoing appetite for NPD…
    • – Graph 11: select sustainable behaviors, 2023
    • …but solutions must be incremental without sacrificing sense of quality
    • Explore new sustainable formats, accessories, and multifunctionality
  10. Interest in trading up or down

    • – Graph 12: Trading-down, by financial situation
    • Facial + specialty skincare see greatest high spend
    • – Graph 13: Current high spend or interest in trading up, by category
    • Look to professional treatments to inspire investment-worthy NPD
    • – Graph 14: interest in trading up or down oral care products by financial situation, 2023
    • Look to beauty routines to invigorate oral care
    • Shaving sees the greatest threat to trading-down
    • – Graph 15: current low spend by category, 2023
    • Defend against low-spend by targeting high-value wellness attributes
  11. Attitudes and behaviors

    • Relaxation, sensation, and health resonate with all age groups, but especially those in early and middle adulthood
    • – Graph 16: select attitudes towards personal care routines/products by age, 2023
    • Sensation can be not only an emotional solution, but a physical one
    • – Graph 17: Duping sentiments, by attitude
    • Anticipate competition to deliver both elevation and value
    • – Graph 18: luxury and duping attitudes by race, 2023
    • – Graph 19: hygiene goals by attitudinal segments, 2023
  12. Shopping for personal care products

    • Social media moves the needle both ways among younger personal care shoppers
    • – Graph 20: social media-influenced shopping by age, 2023
    • In a highly functional category, most stick with what already works
    • – Graph 21: select shopping behaviors, 2023
    • The rise of hygiene influencers creates new avenues for brands to engage consumers
    • – Graph 22: confusion towards personal care products by social media use, 2023
    • Cut through misinformation with brand and professional expertise

    • Market definition
    • Bases: interest in trading up or down
    • Bases: holistic health attitudinal segments
    • Consumer research methodology
    • Generations
    • Abbreviations and terms
    • Forecast
    • Forecast fan chart

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.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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