Tap into consumer preferences with this in-depth report covering the US personal care market. How do consumers define their personal care routines? What kinds of products appeal, and why? Answer key consumer-focused questions with this report’s data-backed analysis.
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 personal care market size 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.
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:
This report was written by Carson Kitzmiller. Carson joined Mintel in 2022 and currently focuses on beauty and personal care Reports. Prior to Mintel, she worked in various product development and consumer insights roles focused on CPG and personal care within specialty retail, DTC, and contract manufacturing.
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
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