2021
9
US Personal Care Consumer Market Report 2021
2021-08-24T04:04:00+01:00
OX1044521
3695
141819
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Report
en_GB
“The personal care market has experienced stable year-over-year growth since 2016, which can largely be attributed to the essential nature of the category and stable market penetration. While certain elements…

US Personal Care Consumer Market Report 2021

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the US Personal Care Consumer market including the behaviors, preferences, and habits of the consumer.

Although consumers, particularly men, often take a routine-driven approach to personal care categories, 44% of US adults have tried a new product/brand in the past year. Stockpiling behaviors during the lockdown phase of the pandemic led to limited availability among some leading brands, forcing shoppers to be more flexible and try different brands to fulfill their personal care needs.

While social distancing measures caused certain elements of consumers’ personal care routines to slide a bit (shaving, applying APDO), other elements, particularly those associated with self-care, became a greater focus.

The growing popularity of non-invasive treatments (eg Botox, laser hair removal) present challenges for the at-home market, as the long-lasting results from these services can impact consumers’ overall need for certain at-home products.

Even as we recover from the pandemic, many consumers plan to continue using their personal care routine as a way to relax and unwind, highlighting long-term demand for products designed to influence mood and relaxation.

Read on to discover more about the US Personal Care consumer market, read our US Facial Skincare Market Report 2021, or take a look at our other Beauty And Cosmetic Industry research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the personal care market.
  • How usage trends impact the personal care market.
  • How brands in the space are innovating offerings to stand out from the competition.
  • How brands can influence consumers to look beyond the functional nature of the category.
  • Personal care industry trends, personal care market trends, and personal care products market share.

Covered in this report

Brands include: Botox, Pause, Alastin, Unilever, Zoom, Dove, Supergoop, Tone Dermatology, Black Girl Sunscreen, Target, Degree, Bluereo, Degree, Alastin, Billie, Harry’s, Flamingo, Native, Skintimate, Quiet & Roar, Mindalt, Old Spice, Secret, AXE, Rexona, Method, DECIEM, Truly Moon, Garnier USA, Nala, Cocokind, Bubble.

Expert analysis from a specialist in the field

This report, written by Olivia Guinaugh, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The personal care market has experienced stable year-over-year growth since 2016, which can largely be attributed to the essential nature of the category and stable market penetration. While certain elements of personal care routines slid a bit as a result of COVID-19, other elements, particularly those associated with wellness, became a greater focus. A renewed focus on self-care will support longer-term sales growth for the market, as many consumers plan to continue using their routine as a way to manage their mental wellbeing.

Olivia Guinaugh, Beauty and Personal Care Analyst


Olivia Guinaugh
Beauty and Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • Market context
            • Economic and other assumptions
              • COVID-19: US context
              • Executive Summary

                  • Top takeaways
                    • Market overview
                      • Figure 1: Total US sales and fan chart forecast of personal care market, at current prices, 2015-25
                    • Impact of COVID-19 on personal care
                      • Figure 2: Short-, medium- and long-term impact of COVID-19 on personal care, August 2021
                    • Opportunities and challenges
                      • Improve customer retention with holistic wellness themes
                        • Tap into the growing trend for health support
                          • Offer a higher level of personalization to boost loyalty and address unmet needs
                            • Figure 3: Interest in regular customized products and hyper-personalized products, 2021
                          • Tap into minimalism trends to help promote sustainability
                            • Figure 4: Reduced the number of products used in my routine, by age, 2021
                          • Help consumers adapt to climate change issues
                            • Ease the threat from non-invasive treatments with post-treatment care
                            • The Market – Key Takeaways

                              • Personal care sales maintain steady growth through 2026
                                • Climate change and growing interest in non-invasive treatments impact market
                                  • Be the brand people are proud to buy from, and promote inclusivity
                                    • Tap into the growing trend for health support; be an asset to non-invasive treatments
                                    • Market Size and Forecast

                                      • Personal care sales maintain steady growth through 2026
                                        • Figure 5: Total US sales and fan chart forecast of personal care market, at current prices, 2015-25
                                        • Figure 6: Total US retail sales and forecast of personal care products, at current prices, 2016-26
                                    • Market Factors

                                      • Climate change can impact personal care routines
                                          • Figure 7: Unilever Indonesia’s Pureline Hijab Fresh and Pause Well-Aging Hot Flash Cooling Mist
                                        • Growing popularity of cosmetic procedures change BPC needs
                                          • Figure 8: Social media posts about laser hair removal, June 2020 and July 2021
                                      • Market Opportunities

                                        • Be the brand people are proud to buy from
                                            • Figure 9: Instagram post about Dove Self-Esteem Project
                                          • Win consumer support by promoting diversity and inclusivity
                                            • Solve unmet needs with inclusive formulas and…
                                              • Figure 10: Instagram posts from SuperGoop!, September 2020
                                              • Figure 11: Instagram posts from Black Girl Sunscreen, June 2021 and January 2020
                                            • … inclusive packaging
                                              • Figure 12: Degree Inclusive Deodorant and Bluereo Electric Suction Toothbrush G100, April 2021 and January 2020
                                            • Tap into the growing trend for health support
                                              • Be an asset to non-invasive treatments
                                                • Figure 13: Alastin Skincare products, July 2021
                                            • Companies and Brands – Key Takeaways

                                              • Expand product portfolios, and tap into holistic wellness themes
                                                • Drive loyalty through eco-conscious positioning, and rethink “clean”
                                                • Competitive Strategies

                                                  • Improve customer retention rates by expanding product portfolios
                                                    • Figure 14: Instagram post from Billie, November 2020
                                                    • Figure 15: Instagram posts from Harry’s and Flamingo, April 2021 and June 2021
                                                    • Figure 16: Instagram post from Native, May 2020
                                                  • Renovate functional personal care with holistic wellness trends
                                                    • Figure 17: Instagram posts about Skintimate’s Mood Collection and Good Vibes campaign, April 2020 and May 2021
                                                    • Figure 18: Quiet & Roar bodycare collection, May 2021
                                                  • Evoke a distinct olfactory experience
                                                    • Figure 19: Instagram post about Native’s Summer 2021 collection, July 2021
                                                    • Figure 20: Mindalt deodorant, June 2021
                                                  • Heightened focus on eco-ethical claims is here to stay
                                                    • Figure 21: Eco-ethical claims in new select personal care product and packaging launches, May 2018-21
                                                  • Refillable packaging is going mainstream
                                                    • Figure 22: Dove and Secret refillable deodorants, January 2021 and February 2021
                                                    • Figure 23: Method refillable hand soap bottles, June 2021 and July 2021
                                                  • Is clean beauty losing its momentum?
                                                    • Figure 24: Instagram posts from Dr. Shereene Idriss and Charlotte Palermino, June 2021 and May 2021
                                                    • Figure 25: Instagram post from Deciem, June 2021
                                                • The Consumer – Key Takeaways

                                                  • COVID-19 impacts usage frequency of products both positively and negatively
                                                    • Gain purchase intent by being more transparent on ingredients and claims
                                                      • Take advantage of personal care’s association with self-care
                                                        • Shoppers want to be more informed in their personal care purchases
                                                          • Consumer demand for eco-ethical packaging is here to stay
                                                          • Usage and Usage Frequency of Products

                                                            • Boost product usage with holistic wellness themes
                                                              • Figure 26: Truly Moon Shower Adaptogen Spa Mist, May 2020
                                                              • Figure 27: Product usage, 2021
                                                            • Maintain home hair color’s momentum post-pandemic
                                                              • Figure 28: Garnier Nutrisse’s Color Reviver 5-Min Color Mask Non-Permanent Mask Series, May 2021
                                                            • COVID-19 impacts usage frequency of products positively…
                                                              • … and negatively
                                                                • Figure 29: Usage frequency of products, 2021
                                                              • Minimalism trends impact Gen Z’s usage of products
                                                                • Figure 30: Usage of select products, by age, 2021
                                                              • Boost product usage among Gen Z by linking personal care to health
                                                                • More inclusivity is needed in the personal care space
                                                                  • Figure 31: Nala Personalized Deodorant, January 2021
                                                                  • Figure 32: Usage of select personal care products, by race and Hispanic origin, 2021
                                                              • Purchase Influencers

                                                                • Gain purchase intent by being more transparent on ingredients and claims
                                                                  • Figure 33: Purchase influencers, 2021
                                                                • Capture men’s attention with multifunctional products that save time
                                                                  • Figure 34: Select purchase influencers, any rank (net), by gender, 2021
                                                              • Changes in Personal Care Routine

                                                                • Take advantage of personal care’s association with self-care
                                                                  • Figure 35: Changes in personal care routine, 2021
                                                                • Increase loyalty by expanding product offerings
                                                                  • Link ingredient efficacy with safety
                                                                    • Figure 36: Instagram posts from Cocokind, June 2021 and May 2021
                                                                  • Tap into minimalism trends to denote sustainability
                                                                    • Young adults’ above-average usage of aesthetic treatments presents challenges
                                                                      • Figure 37: Select changes in personal care routine, by age, 2021
                                                                    • Capitalize on women’s heightened engagement in personal care
                                                                      • Figure 38: Select changes in personal care routine, by gender, 2021
                                                                  • Shopping Behaviors

                                                                    • Shoppers want to be more informed in their personal care purchases
                                                                      • Figure 39: Shopping behaviors, 2021
                                                                    • Take notes from DTC brands on building loyalty
                                                                      • Partner with influencers that align with young adults’ values
                                                                        • Figure 40: Select shopping behaviors, by age, 2021
                                                                        • Figure 41: Instagram post from Bubble, July 2021
                                                                    • Interest in Innovations

                                                                      • Consumer demand for eco-ethical packaging is here to stay
                                                                        • Figure 42: Interest in innovations, 2021
                                                                      • Offer a higher level of personalization to retain users
                                                                        • Figure 43: Interest in regular customized products and hyper-personalized products, 2021
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Sales data
                                                                          • Forecast
                                                                            • Consumer survey data
                                                                              • Consumer qualitative research
                                                                                • Abbreviations and terms
                                                                                  • Abbreviations
                                                                                  • Appendix – The Market

                                                                                      • Figure 44: Total US retail sales and forecast of personal care products, at inflation-adjusted prices, 2016-26

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