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UK Men's and Women's Beauty and Grooming Routines Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Men's and Women's Beauty and Grooming Routines market, and the behaviours, preferences and habits of the consumer.

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?

Covered in this report

With 69% of adults spending under 15 minutes maintaining their appearance in the morning and 63% spending under 15 minutes in the evening, speed and ease of use claims remain relevant in the beauty and grooming categories.

76% have not changed the time spent on their routines in the last 12 months, however with 46% of those who have spent longer doing so due to enjoying their routines, there are opportunities to enhance beauty routines and incorporate more holistic benefits.

Expert analysis from a specialist in the field

Written by Roshida Khanom, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Ease remains essential when it comes to beauty and grooming routines, highlighting the relevance of convenience-related claims. However, with enjoyment in the category being high, brands can innovate in solutions that offer more sensorial benefits to drive routines. Roshidia Khanom
Associate Director - Beauty & Personal Care

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • The market
          • Rise in seniors poses challenges for the category
            • Environmental concerns could impact routines
              • DIY routines could enhance the beauty experience
                • The consumer
                  • Hygiene essentials are prioritised daily
                    • Figure 1: Frequency of beauty and grooming routines, February 2019
                  • Morning routines are speedy
                    • Figure 2: Time spent on morning beauty and grooming routines, by gender, February 2019
                  • Speed remains important in evening routines
                    • Figure 3: Time spent on evening beauty and grooming routines, by gender, February 2019
                  • Time spent on routines remains largely unchanged
                    • Figure 4: Changes in time spent on beauty and grooming routines compared with 12 months ago, February 2019
                  • Enjoyment in beauty is high
                    • Figure 5: Reasons for spending longer on daily beauty and grooming routines in the last 12 months, by gender, February 2019
                  • Time is of the essence
                    • Figure 6: Reasons for spending less time on daily beauty and grooming routines in the last 12 months, February 2019
                  • Consumers are seeking holistic solutions
                    • Figure 7: Important factors for a beauty/grooming routine, by gender, February 2019
                  • What we think
                  • Issues and Insights

                    • Need for speed remains high
                      • The facts
                        • The implications
                          • Health and environmental concerns could impact routines
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Seniors need easier routines
                                  • Flexible working schedules pose challenges
                                    • Seasonal beauty is relevant
                                      • Environmental concerns could see habits change
                                        • Retail environments could drive experimentation
                                        • Market Drivers

                                          • Routines should be easier for seniors
                                            • Figure 8: Trends in the age structure of the UK population, 2013-23
                                            • Figure 9: Grace beauty ring grip, March 2019
                                          • Rise in flexible working poses challenges
                                            • Figure 10: Employment and unemployment, by gender, 2013-23
                                          • Seasonal beauty remains relevant
                                            • Figure 11: Beauty and grooming habits, June 2018 and December 2018
                                          • Water; a dwindling resource
                                            • Environmental concerns could impact behaviours
                                              • Figure 12: Environmental behaviours around soap, bath and shower products, December 2018
                                            • Room for DIY
                                              • Figure 13: Interest in beauty and grooming self-personalisation practices, April 2018
                                            • Innovative retail environments could boost repertoires
                                              • Figure 14: Boots new beauty proposition, March 2019
                                              • Figure 15: Sainsbury’s new beauty layouts, October 2018
                                          • The Consumer – What You Need to Know

                                            • Men remain less engaged in daily routines
                                              • Skincare is important to older women
                                                • Time-consuming tasks have a lower frequency
                                                  • Morning and evening routines are speedy
                                                    • Young men are spending longer on their routines
                                                      • Routines need to be easy
                                                        • Consumers are seeking holistic solutions
                                                        • Beauty and Grooming Routines

                                                          • Men prioritise fragrance over skincare
                                                            • Figure 16: Beauty and grooming routines done more than once a day and once a day, by gender, February 2019
                                                          • Skincare becomes more important in women with age
                                                            • Figure 17: Real techniques Prep & Prime Kit, 2019
                                                          • Hair washing is a weekly task
                                                            • Figure 18: Weekly beauty/grooming routines, by gender, February 2019
                                                          • Hair removal is time-consuming
                                                            • Countering ‘old man smell’
                                                            • Duration of Beauty and Grooming Routines

                                                              • Morning routines are busy
                                                                  • Figure 19: Time spent on morning beauty and grooming routines, by gender, February 2019
                                                                  • Figure 20: Saborino range in a Japanese drugstore, July 2018
                                                                • Makeup application is speedy
                                                                  • Figure 21: Time spent on morning beauty and grooming routines, by women who apply makeup daily, February 2019
                                                                  • Figure 22: Beauténotions immaculash 360, March 2019
                                                                • Evening routines are even quicker
                                                                  • Figure 23: Time spent on evening beauty and grooming routines, by gender, February 2019
                                                                • Older adults are forgoing evening routines
                                                                  • Figure 24: No time spent on evening routines, by age, February 2019
                                                              • Changes in Time Spent on Routines

                                                                • Consumers feel the financial squeeze
                                                                  • Figure 25: Changes in time spent on beauty and grooming routines compared with 12 months ago, February 2019
                                                                • Young men are spending longer on their routines
                                                                  • Figure 26: Spending longer on beauty and grooming routines in the last 12 months, by age and gender, February 2019
                                                                • Repertoires are rising
                                                                  • Figure 27: Reasons for spending longer on beauty and grooming routines in the last 12 months, by gender, February 2019
                                                                • Routines are enjoyable
                                                                  • Figure 28: Häagen-dazs/Innisfree collaboration, 2018
                                                                • Routines impacted by changing needs
                                                                  • Time is of the essence
                                                                    • Figure 29: Reasons for spending less time on beauty and grooming routines in the last 12 months, February 2019
                                                                • Important Factors for Beauty and Grooming Routines

                                                                  • Ease is essential
                                                                      • Figure 30: Important factors for a beauty/grooming routine, by gender, February 2019
                                                                    • Routines should be ‘clean’
                                                                      • Environmental concerns could impact routines
                                                                        • Driving holistic solutions
                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                            • Abbreviations
                                                                              • Consumer research methodology