US Personal Care Consumer 2024
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The personal care product market presents a significant consumer growth opportunity, particularly through the addition of wellness and appearance benefits, emphasizing self-care rituals that go beyond hygienic need. The market remains rather stable at over $55bn in 2024 (+1.4%), thanks to its functional nature. Achieving long-term growth hinges on brands’ ability to tailor assortments to simplicity attitudes, with many not seeing the need for extended routines and some emphasizing eco-conscious value. The winning proposition for brands lies in offering personalized support that has proven efficacy without adding overly time- or cost-consuming behaviors. Brands should avoid profit-driven strategies that compromise safety, instead investing in transparency messaging and ingredient intentionality.
The market maintains its status thanks to its hygienic focus, but incorporating health and appearance benefits in simple rituals is essential for future success.
Carson Kitzmiller, Senior Analyst, Beauty & Personal Care
The market size for this report is summed estimates from published personal care reports:
This report covers a broad range of products within the personal care market. For the purposes of this Report, Mintel has defined the personal care market as products used for regular grooming and hygiene including the following categories:
Excluded from the scope of the Report are beauty products such as:
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Please Note: All of the figures, graphs, and tables in this sample report have been redacted.