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UK Beauty and Personal Care Retailing market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Beauty and Personal Care Retailing market, its consumers and the major players who make up the market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

Mintel commissioned consumer research for this report to assess the beauty and personal care retail market. Research was carried out by Lightspeed among 2,000 internet users. The report examines the UK beauty and personal care retailing market for men and women aged 16 and over.

The consumer research focuses on beauty and personal care purchases, including beauty accessories and electrical appliances. Health and wellbeing are not included in the consumer research but are discussed in other sections. The beauty and personal care market size includes: body, hand and footcare; colour cosmetics including nail colour; facial skincare; men’s and women’s fragrances; deodorants; depilatory products; hair colourants; hairstyling agents; oral hygiene; shampoos and conditioners; shaving products; soap, bath and shower products; and suncare.

  • Beauty – including make-up and colour cosmetics, nail care, fragrances and skincare
  • Personal care – including haircare, bodycare, hair removal and everyday toiletries such as oral hygiene, bathing and deodorants
  • BPC accessories and electricals – including hair and make-up brushes and hairstyling tools
  • Health and wellbeing – including vitamins and supplements, medicines and treatments

Key points included

  • The shift online: how multichannel retailers can fight back
  • Price wars: the next steps to ease the downward pressure
  • Sustainability: more informed consumers will demand more from BPC retailers

Expert analysis from a specialist in the field

Written by Samantha Dover, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The UK beauty and personal care market continues to be characterised by the polarised performance of the two core categories. Consumers continue to cut back on personal care, but are willing to spend on beauty. Health and beauty specialists have benefited from this trend, with robust demand for beauty fuelling growth in the sector and encouraging retailers to expand. However, the sector is now reaching saturation, meaning similar levels of growth will be harder to achieve going forward.Samantha Dover
Retail Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Growth in the beauty market projected to continue
              • Figure 1: Market size and forecast for consumer spending on beauty and personal care products (including VAT), 2013-23
            • Robust demand for beauty boosts health and beauty sector
              • Figure 2: Health and beauty specialist retailers sales (including VAT), 2013-23
            • Companies and brands
              • Boots suffers from its maturity
                • AS Watson performing well
                  • Figure 3: Leading specialist and non-specialist retailers’ estimated market shares, 2017
                • Grocers losing market share
                  • Boots and Superdrug most trusted retailers
                    • Figure 4: Attitudes towards and usage of selected brands, December 2018
                  • The consumer
                    • Changes in beauty purchasing habits
                      • Figure 5: Beauty and personal care items purchased in the last 12 months, November 2018
                    • An ongoing preference for mass-market brands
                      • Figure 6: Beauty and personal care brand types purchased in the last 12 months, November 2018
                    • Supermarkets continue to draw in consumers
                      • Figure 7: Where they purchased beauty and personal care items in the last 12 months, November 2018
                    • Most shop online because it is easier to browse
                      • Figure 8: Why they shop online for beauty and personal care, November 2018
                    • A lack of experience hinders the online market
                      • Figure 9: Why they don’t shop online for beauty and personal care, November 2018
                    • Mass-market brands need to innovate
                      • Figure 10: Beauty and personal care correspondence analysis, November 2018
                    • Price comparison habits will threaten margins
                      • Figure 11: Beauty and personal care purchasing behaviours, November 2018
                    • What we think
                    • Issues and Insights

                      • Price wars: the next steps to ease the downward pressure
                        • The facts
                          • The implications
                            • Sustainability: more informed consumers will demand more from BPC retailers
                              • The facts
                                • The implications
                                  • The shift online: how multichannel retailers can fight back
                                    • The facts
                                      • The implications
                                      • The Market – What You Need To Know

                                        • Spending on BPC continues to rise
                                          • Beauty fuelling market growth
                                            • Specialists outperform the wider market
                                              • Online penetration increases
                                                • Uncertainty hits consumer confidence
                                                • Market Size and Forecast

                                                  • UK beauty and personal spending up 1.4% in 2018
                                                    • Figure 12: Market size and forecast for consumer spending on beauty and personal care products (including VAT), 2013-23
                                                    • Figure 13: Market size and forecast for consumer spending on beauty and personal care products (including VAT), at current and constant prices, 2013-23
                                                  • What might Brexit mean for the UK BPC market?
                                                    • Forecast methodology
                                                    • Market Segmentation

                                                      • Growth in beauty spending remains robust during 2018
                                                        • Figure 14: Market size and forecast for consumer spending on beauty products (including VAT), 2013-23
                                                        • Figure 15: Market size and forecast for consumer spending on beauty products (including VAT), at current and constant prices, 2013-23
                                                      • Beauty category performance
                                                        • Figure 16: Consumer spending on beauty products (including VAT), by category, 2014-18
                                                      • Colour cosmetics
                                                        • Fragrances
                                                          • Facial skincare
                                                            • Hand, body and footcare
                                                              • Spending on personal care thought to have fallen in 2018
                                                                • Figure 17: Market size and forecast for consumer spending on personal care products (including VAT), 2013-23
                                                                • Figure 18: Market size and forecast for consumer spending on personal care products (including VAT), at current and constant prices, 2013-23
                                                              • Personal care category performance
                                                                • Figure 19: Consumer spending on personal care products (including VAT), by category, 2014-18
                                                              • Haircare
                                                                • Oral hygiene
                                                                  • Soap, bath and shower
                                                                    • Shaving and hair removal
                                                                      • Deodorants
                                                                        • Hair colourants
                                                                          • Suncare
                                                                            • Forecast methodology
                                                                            • Sector Size and Forecast

                                                                              • Health and beauty specialists outperforming
                                                                                • Figure 20: Health and beauty specialists’ sales (including VAT), 2013-23
                                                                                • Figure 21: Health and beauty specialists’ sales (including VAT), at current and constant prices, 2013-23
                                                                              • Notes on Mintel’s sector size
                                                                                • Outlet and enterprise numbers
                                                                                  • Figure 22: Health and beauty specialists’ outlet numbers, 2014-18
                                                                                  • Figure 23: Health and beauty specialists’ enterprise numbers, 2014-18
                                                                                • Forecast methodology
                                                                                • Online

                                                                                  • Online spending rises 6% in 2018
                                                                                    • Figure 24: Estimated market size and forecast for online consumer spending on beauty and personal care products, 2013-23
                                                                                    • Figure 25: Estimated market size and forecast for online consumer spending on beauty and personal care products, at current and constant prices, 2013-23
                                                                                  • Online channels of distribution
                                                                                    • Figure 26: Estimated distribution of online spending on beauty and personal care products, 2016-18
                                                                                  • Forecast methodology
                                                                                  • Channels to Market

                                                                                    • Grocers continue to lose market share
                                                                                      • Figure 27: Estimated distribution of spending on beauty and personal care products, 2018
                                                                                      • Figure 28: Estimated distribution of spending on beauty and personal care products (including VAT), 2016-18
                                                                                  • Market Drivers

                                                                                    • BPC inflation remains low
                                                                                      • Figure 29: Consumer price inflation, 2007-17
                                                                                    • Prices of BPC products continue to fall
                                                                                      • Figure 30: Consumer price inflation, October 2017-August 2018
                                                                                    • Real wages return to growth in 2018
                                                                                      • Figure 31: Real wage growth – Average weekly earnings vs inflation, January 2014-October 2018
                                                                                    • Consumer confidence hit by Brexit
                                                                                      • Figure 32: Consumer financial confidence, January 2016-November 2018
                                                                                    • An ageing population is an opportunity for BPC retailers
                                                                                      • Figure 33: Trends in the age structure of the UK population, 2016-26
                                                                                      • Figure 34: Breakdown of trends in the age structure of the UK population, 2016-26
                                                                                    • Fewer people saving, more going out
                                                                                      • Figure 35: Trends in what extra money is spent on, November 2017 and November 2018
                                                                                    • Gifting remains important
                                                                                      • Figure 36: Beauty and personal care items bought as a gift in the last 12 months, November 2018
                                                                                    • Stores are a primary source of information
                                                                                      • Figure 37: Sources of beauty and personal care information, November 2018
                                                                                    • Demand for personalisation
                                                                                      • Figure 38: Interest in beauty and grooming personalisation services, November 2018
                                                                                  • Companies and Brands – What You Need to Know

                                                                                    • Boots struggles in the face of intense competition
                                                                                      • AS Watson’s performance bolstered by Savers
                                                                                        • Grocery multiples continue to hold a dominant position
                                                                                          • Lush and The Body Shop benefit from ethical associations
                                                                                            • Total beauty advertising spend down 7.2%
                                                                                            • Leading Specialists

                                                                                              • Savers boosts AS Watson growth this year
                                                                                                • Boots regarded as less innovative
                                                                                                  • Leading specialists by sales
                                                                                                    • Figure 39: Leading specialist retailers’ net revenues (excluding VAT), 2013-17
                                                                                                  • Online beauty retailers
                                                                                                    • Figure 40: Leading online/home shopping specialist retailers’ net revenues (excluding VAT), 2013-17
                                                                                                  • Leading pharmacies by sales
                                                                                                    • Figure 41: Leading pharmacy chains’ net revenues (excluding VAT), 2013-17
                                                                                                  • Outlet numbers and sales per outlet
                                                                                                    • Figure 42: Leading specialist retailers’ outlet numbers, 2013-17
                                                                                                    • Figure 43: Leading specialists retailers’ estimated sales per outlet, 2013-17
                                                                                                  • Operating profits and margins
                                                                                                    • Figure 44: Leading specialist retailers’ operating profits, 2013-17
                                                                                                    • Figure 45: Leading specialist online/home shopping retailers’ operating profits, 2013-17
                                                                                                    • Figure 46: Leading specialist retailers’ operating margins, 2013-17
                                                                                                    • Figure 47: Leading specialist online/home shopping retailers’ operating margins, 2013-17
                                                                                                • Leading Non-specialists

                                                                                                  • Beauty is becoming a mainstream focus for the grocery multiples
                                                                                                    • Department stores a mixed performance
                                                                                                      • Figure 48: Leading non-specialist retailers’ estimated sales growth, by segment, 2017
                                                                                                    • Aldi and Lidl continue to strengthen position
                                                                                                      • Amazon’s beauty disruption begins
                                                                                                        • Figure 49: Leading non-specialist retailers’ estimated beauty and personal care goods sales (excluding VAT), 2015-17
                                                                                                    • Market Shares

                                                                                                      • Market remains fragmented
                                                                                                        • Figure 50: Leading specialist and non-specialist retailers’ estimated market shares, 2017
                                                                                                        • Figure 51: Leading specialist and non-specialist retailers’ estimated market shares, 2015-17
                                                                                                      • Note on market shares
                                                                                                      • Launch Activity and Innovation

                                                                                                        • YSL launches beauty pop-up at Heathrow
                                                                                                          • Space NK launches Drunk Elephant in the UK
                                                                                                            • Primark’s ‘PS’ cruelty-free beauty products
                                                                                                              • Debenhams redesigns its beauty department in Watford
                                                                                                                • Wow How has released a new virtual beauty try-on app
                                                                                                                  • Avon gets personal
                                                                                                                    • Figure 52: Avon’s subscription service, Letterbox Loves, June 2018
                                                                                                                  • L’Oréal purchases AI Beauty Company
                                                                                                                    • Coty x Amazon Echo
                                                                                                                      • On-demand bespoke lipstick
                                                                                                                        • Boy de Chanel
                                                                                                                          • Unilever launches 'natural' shampoos and soaps to attract Millennials
                                                                                                                            • Packaging-free foundation
                                                                                                                              • Figure 53: Lush’s Slap Stick packaging-free foundation, June 2018
                                                                                                                            • L’Oréal investing in Natural cosmetics
                                                                                                                            • Advertising and Marketing Activity

                                                                                                                              • Total beauty advertising spend down 7.2%
                                                                                                                                • Figure 54: Recorded above-the-line advertising expenditure on beauty and personal care, total market, 2013-17
                                                                                                                                • Figure 55: Recorded above-the-line, online, display and direct mail total advertising expenditure on beauty and personal care, by leading retailers, 2015-18
                                                                                                                              • Key campaigns
                                                                                                                                • Boots celebrates mothers with ‘She’s me mum’ seasonal campaign
                                                                                                                                  • L’Occitane takes a new marketing approach
                                                                                                                                    • Digital overtakes press in advertising spend
                                                                                                                                      • Figure 56: Recorded above-the-line advertising expenditure percentage on beauty and personal care, by media type, total market, 2017
                                                                                                                                    • Nielsen Ad Intel coverage
                                                                                                                                    • Brand Research

                                                                                                                                        • What you need to know
                                                                                                                                          • Brand map
                                                                                                                                            • Figure 57: Attitudes towards and usage of selected brands, December 2018
                                                                                                                                          • Key brand metrics
                                                                                                                                            • Figure 58: Key metrics for selected brands, December 2018
                                                                                                                                          • Brand attitudes: Lush seen as worth paying more for
                                                                                                                                            • Figure 59: Attitudes, by brand, December 2018
                                                                                                                                          • Brand personality: L’Occitane viewed as the most exclusive
                                                                                                                                            • Figure 60: Brand personality – Macro image, December 2018
                                                                                                                                          • Boots perceived as being welcoming and reliable
                                                                                                                                            • Figure 61: Brand personality – Micro image, December 2018
                                                                                                                                          • Brand analysis
                                                                                                                                            • Boots is the most trusted retailer
                                                                                                                                              • Figure 62: User profile of Boots, December 2018
                                                                                                                                            • Superdrug perceived as offering good value
                                                                                                                                              • Figure 63: User profile of Superdrug, December 2018
                                                                                                                                            • Lush viewed as being innovative
                                                                                                                                              • Figure 64: User profile of Lush, December 2018
                                                                                                                                            • The Body Shop perceived as having great customer service
                                                                                                                                              • Figure 65: User profile of The Body Shop, December 2018
                                                                                                                                            • L’Occitane has a strong brand DNA
                                                                                                                                              • Figure 66: User profile of L’Occitane, December 2018
                                                                                                                                            • Kiko Milano viewed as fun
                                                                                                                                              • Figure 67: User profile of Kiko Milano, December 2018
                                                                                                                                            • Space NK has excellent customer experience
                                                                                                                                              • Figure 68: User profile of Space NK, December 2018
                                                                                                                                          • Space Allocation Summary

                                                                                                                                              • Figure 69: Leading health and beauty retailers: health and beauty products estimated space allocation, January 2019
                                                                                                                                            • Superdrug trialling Botox and cosmetic procedures in-store
                                                                                                                                              • The Body Shop deploying personalisation services in stores
                                                                                                                                                • Department stores new beauty hall concepts to attract shoppers
                                                                                                                                                  • Supermarkets in-store beauty makeover
                                                                                                                                                    • Figure 70: Leading health and beauty retailers: Health and beauty products estimated detailed space allocation, January 2019
                                                                                                                                                    • Figure 71: Leading health and beauty retailers: Health and beauty products estimated detailed space allocation, January 2019
                                                                                                                                                  • Health and beauty space as a percentage of total floor space in non-specialists
                                                                                                                                                    • Figure 72: Non-specialists: estimated health and beauty space as a percentage of total floor space, January 2019
                                                                                                                                                • AS Watson

                                                                                                                                                    • What we think
                                                                                                                                                      • Diverse collection of businesses
                                                                                                                                                        • Recent focus on service and online
                                                                                                                                                          • Marionnaud a poor fit for AS Watson structure
                                                                                                                                                            • Where next?
                                                                                                                                                              • Company background
                                                                                                                                                                • Company performance
                                                                                                                                                                  • Figure 73: AS Watson (Europe): group financial performance, 2013-17
                                                                                                                                                                  • Figure 74: AS Watson (Europe): outlet data, 2013-17
                                                                                                                                                                • Retail offering
                                                                                                                                                                  • Rossmann
                                                                                                                                                                    • Kruidvat and Superdrug
                                                                                                                                                                      • Savers and Prijsmepper
                                                                                                                                                                        • Other businesses
                                                                                                                                                                          • Figure 75: AS Watson Europe, operating companies, 2017
                                                                                                                                                                      • The Body Shop

                                                                                                                                                                          • What we think
                                                                                                                                                                            • New owner reinforces values
                                                                                                                                                                              • New brand ambassadors could personalise ethical and green appeal
                                                                                                                                                                                • Missing out on new product benefits
                                                                                                                                                                                  • Continued investment needed in physical retail
                                                                                                                                                                                    • Broadening appeal to older consumers
                                                                                                                                                                                      • Company background
                                                                                                                                                                                        • Company performance
                                                                                                                                                                                          • Figure 76: The Body Shop: group financial performance, 2013-17
                                                                                                                                                                                          • Figure 77: The Body Shop: estimated UK sales performance, 2013-17
                                                                                                                                                                                          • Figure 78: The Body Shop: outlet data, 2013-17
                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                          • Product mix
                                                                                                                                                                                            • Figure 79: The Body Shop: sales, by category, 2017
                                                                                                                                                                                        • Debenhams

                                                                                                                                                                                            • What we think
                                                                                                                                                                                              • New beauty hall design to attract shoppers
                                                                                                                                                                                                • Strengthening beauty offering, partnering with Estée Lauder to launch #Beautyhub
                                                                                                                                                                                                  • Rewarding socially-engaged beauty consumers with discounts
                                                                                                                                                                                                    • Exploring different beauty product category opportunities
                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                          • Figure 80: Debenhams: group financial performance, 2013/14-2017/18
                                                                                                                                                                                                          • Figure 81: Debenhams: outlet data, 2013/14-2017/18
                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                        • House of Fraser

                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                              • Ambitious plan to transform House of Fraser into Harrods of the High Street
                                                                                                                                                                                                                • Strained supplier relations
                                                                                                                                                                                                                  • Nationwide shopping event
                                                                                                                                                                                                                    • Company background
                                                                                                                                                                                                                      • Company performance
                                                                                                                                                                                                                        • Figure 82: House of Fraser Plc: group financial performance, 2013/14-2017/18
                                                                                                                                                                                                                        • Figure 83: House of Fraser Plc: outlet data, 2013/14-2017/18
                                                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                                                      • The Fragrance Shop

                                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                                            • Buy now, pay later payment scheme
                                                                                                                                                                                                                              • 'Sniff Bar' pop-up’s
                                                                                                                                                                                                                                • Black Friday sales push
                                                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                                                      • Figure 84: The Fragrance Shop: group financial performance, 2013/14-2017/18
                                                                                                                                                                                                                                      • Figure 85: The Fragrance Shop: outlet data, 2013/14-2017/18
                                                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                                                    • John Lewis

                                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                                          • New concierge-style beauty service concept
                                                                                                                                                                                                                                            • Capitalising on vegan beauty trend
                                                                                                                                                                                                                                              • Preparing to launch a personalised Beauty reward programme
                                                                                                                                                                                                                                                • Expanded click-and-collect options
                                                                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                                                                      • Figure 86: John Lewis Plc (department store): group financial performance, 2013/14-2017/18
                                                                                                                                                                                                                                                      • Figure 87: John Lewis Plc (department store): outlet data, 2013/14-2017/18
                                                                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                                                                    • Kiko Milano

                                                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                                                          • Hits the buffers in key markets including US, UK and Germany
                                                                                                                                                                                                                                                            • Injection of capital will allow it to retarget its expansion
                                                                                                                                                                                                                                                              • Online offers wide international coverage but some stores will be necessary
                                                                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                                                                    • Figure 88: Kiko Milano: group financial performance, 2013-17
                                                                                                                                                                                                                                                                    • Figure 89: Kiko Milano: outlet data, 2013-17
                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                  • Lush Retail Ltd

                                                                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                                                                        • Lush responds to consumer demand with its ‘Community Products’
                                                                                                                                                                                                                                                                          • Lush goes packaging-free
                                                                                                                                                                                                                                                                            • Lush enables customers to make their own bath bombs
                                                                                                                                                                                                                                                                              • Wales’ first Lush Spa Shop opens in Cardiff
                                                                                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                                                                                    • Figure 90: Lush Retail Ltd: group financial performance, 2013/14-2017/18
                                                                                                                                                                                                                                                                                    • Figure 91: Lush Retail Ltd: outlet data, 2013/14-2017/18
                                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                                  • Walgreens Boots Alliance

                                                                                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                                                                                        • Few tangible signs of merger benefits
                                                                                                                                                                                                                                                                                          • UK and European markets too mature to be the strategic focus
                                                                                                                                                                                                                                                                                            • Online under pressure from all sides
                                                                                                                                                                                                                                                                                              • Company background
                                                                                                                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                                                                                                                  • Figure 92: Walgreens Boots Alliance (UK and Europe): group sales performance, 2013/14-2017/18
                                                                                                                                                                                                                                                                                                  • Figure 93: Walgreens Boots Alliance (UK and Europe): outlet data, 2013/14-2017/18
                                                                                                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                                                                                                • The Consumer – What You Need To Know

                                                                                                                                                                                                                                                                                                  • Fewer people shopping for beauty
                                                                                                                                                                                                                                                                                                    • Value brands popular when buying toiletries
                                                                                                                                                                                                                                                                                                      • An uplift in online purchasing
                                                                                                                                                                                                                                                                                                        • Convenience and price drive shoppers online…
                                                                                                                                                                                                                                                                                                          • …but experience also keeps people buying in-store
                                                                                                                                                                                                                                                                                                            • Mass-market brands seen as good value
                                                                                                                                                                                                                                                                                                              • Savvy shoppers price compare
                                                                                                                                                                                                                                                                                                              • What They Buy

                                                                                                                                                                                                                                                                                                                • Purchasing levels remain high
                                                                                                                                                                                                                                                                                                                  • Figure 94: Beauty and personal care items purchased in the last 12 months, November 2018
                                                                                                                                                                                                                                                                                                                • A dip in the number of consumers buying beauty products
                                                                                                                                                                                                                                                                                                                  • Figure 95: Beauty products purchased in the last 12 months, by age and gender, October 2017 and November 2018
                                                                                                                                                                                                                                                                                                                • Signals that consumers are using fewer products
                                                                                                                                                                                                                                                                                                                  • Figure 96: Repertoire of beauty and personal care items purchased in the last 12 months, October 2017 and November 2018
                                                                                                                                                                                                                                                                                                              • Brand Types Purchased

                                                                                                                                                                                                                                                                                                                • Fragrances remain most purchased prestige products
                                                                                                                                                                                                                                                                                                                  • Figure 97: Beauty and personal care brand types purchased in the last 12 months, November 2018
                                                                                                                                                                                                                                                                                                              • How and Where They Shop

                                                                                                                                                                                                                                                                                                                • More consumers are shopping online
                                                                                                                                                                                                                                                                                                                  • Figure 98: How they purchased beauty and personal care items in the last 12 months, November 2018
                                                                                                                                                                                                                                                                                                                • Supermarkets remain dominant
                                                                                                                                                                                                                                                                                                                  • Figure 99: Where they purchased beauty and personal care items in the last 12 months, November 2018
                                                                                                                                                                                                                                                                                                                • Boots is the most used retailer
                                                                                                                                                                                                                                                                                                                  • Figure 100: Where they purchased beauty and personal care items in the last 12 months, November 2018
                                                                                                                                                                                                                                                                                                                • Online-only players strengthen their position
                                                                                                                                                                                                                                                                                                                    • Figure 101: Where they purchased beauty and personal care items in the last 12 months, October 2017 and November 2018
                                                                                                                                                                                                                                                                                                                  • Discounters appeal to older consumers
                                                                                                                                                                                                                                                                                                                    • Figure 102: Where they purchased beauty and personal care items in the last 12 months, by age and income, November 2018
                                                                                                                                                                                                                                                                                                                  • Make-up purchasing moving online
                                                                                                                                                                                                                                                                                                                    • Figure 103: Beauty and personal care items purchased in the last 12 months, by how they shopped, November 2018
                                                                                                                                                                                                                                                                                                                  • Most only shop with one or two different retailers
                                                                                                                                                                                                                                                                                                                    • Figure 104: Repertoire of where they purchased beauty and personal care items in the last 12 months, November 2018
                                                                                                                                                                                                                                                                                                                • Reasons for Shopping Online

                                                                                                                                                                                                                                                                                                                  • Consumers think prices online are cheaper
                                                                                                                                                                                                                                                                                                                    • Figure 105: Why they shop online for beauty and personal care, November 2018
                                                                                                                                                                                                                                                                                                                • Reasons for Not Shopping Online

                                                                                                                                                                                                                                                                                                                  • Enjoyment keeps people shopping in-store
                                                                                                                                                                                                                                                                                                                      • Figure 106: Why they don’t shop online for beauty and personal care, November 2018
                                                                                                                                                                                                                                                                                                                  • Brand Perceptions

                                                                                                                                                                                                                                                                                                                    • Methodology
                                                                                                                                                                                                                                                                                                                      • Prestige brands are considered to be overrated
                                                                                                                                                                                                                                                                                                                        • Figure 107: Beauty and personal care correspondence analysis, November 2018
                                                                                                                                                                                                                                                                                                                        • Figure 108: Beauty and personal care correspondence analysis, November 2018
                                                                                                                                                                                                                                                                                                                    • Purchasing Behaviour

                                                                                                                                                                                                                                                                                                                      • Natural ingredients remain popular
                                                                                                                                                                                                                                                                                                                        • Figure 109: Beauty and personal care purchasing behaviours, November 2018
                                                                                                                                                                                                                                                                                                                      • Women more interested in sustainability
                                                                                                                                                                                                                                                                                                                          • Figure 110: Beauty and personal care purchasing behaviours – Agreement with statements about sustainability, by gender, November 2018
                                                                                                                                                                                                                                                                                                                        • Older consumers show more brand loyalty
                                                                                                                                                                                                                                                                                                                          • Figure 111: Beauty and personal care purchasing behaviours – Agreement with statements about loyalty, by age and gender, November 2018
                                                                                                                                                                                                                                                                                                                        • Young consumers need more guidance
                                                                                                                                                                                                                                                                                                                          • Figure 112: Beauty and personal care purchasing behaviours – Agreement with statements about product discovery and preferences, by age, November 2018
                                                                                                                                                                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                                                                                          • Abbreviations
                                                                                                                                                                                                                                                                                                                            • Consumer research methodology
                                                                                                                                                                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                                                                                              • Forecast methodology
                                                                                                                                                                                                                                                                                                                                • Best- and worst-case forecasts
                                                                                                                                                                                                                                                                                                                                  • Market size
                                                                                                                                                                                                                                                                                                                                    • Figure 113: Market size and forecast for consumer spending on beauty and personal care products (including VAT), best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                                                  • Sector size
                                                                                                                                                                                                                                                                                                                                    • Figure 114: Health and beauty specialists’ sales (including VAT), best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                                                  • Online market size
                                                                                                                                                                                                                                                                                                                                    • Figure 115: Estimated market size and forecast for online consumer spending on beauty and personal care products, best- and worst-case forecast, 2018-23