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UK The Private Label Beauty Consumer Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the The Private Label Beauty Consumer 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

This report focuses on consumer usage and purchasing of beauty products produced by retailers for exclusive sale, such as grocery multiples, direct selling outlets, specialist beauty retailers and chemists.

For the purposes of simplicity, the terms ‘private label’ and ‘ownlabel’ have been used interchangeably. This report includes the following beauty categories:

  • Colour cosmetics
  • Fragrances (including bodysprays)
  • Haircare (including hair colourants)
  • Skincare (including face, body, foot and hand).

Key points included

  • Perceptions of private label brands have changed
  • Catering for men can drive the private label sector
  • Opportunities for results-driven sectors

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.

NPD in the private label beauty sector has seen brands becoming more competitive, resulting in changing consumer perceptions as well as a rise in the purchase of own-label beauty brands. Private label brands are considered as good as – and in some cases better than – regular brands, whilst younger consumers in particular are buying private label brands for more than just convenience and low prices. A private label hierarchy remains, however, with some consumers avoiding brands from particular retailers. Roshida Khanom
Associate Director - Beauty & Personal Care

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Table of contents

  1. Overview

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

          • The market
            • Financial situations are increasingly strained
              • Companies and brands
                • Skincare sees NPD from budget brands
                  • Private label brands are catering to trends
                    • The consumer
                      • Purchase of private label in categories where end results matter is low
                        • Figure 1: Purchase of branded and private label beauty products, October 2018
                      • Price and convenience drive purchase
                        • Figure 2: Reasons for buying private label beauty products, October 2018
                      • Convenience drives purchase at supermarkets
                        • Figure 3: Locations of purchase of private label beauty products, October 2018
                      • Chemist/specialist private label brands are comparable to branded products
                        • Figure 4: Correspondence analysis – Beauty brand types, October 2018
                      • Perceptions have shifted
                        • Figure 5: Attitudes towards private label beauty products, October 2018
                      • Private label shoppers are scrupulous
                        • Figure 6: Behaviours related to purchasing private label beauty products, October 2018
                      • What we think
                      • Issues and Insights

                        • Perceptions of private label brands have changed
                          • The facts
                            • The implications
                              • Opportunities for results-driven sectors
                                • The facts
                                  • The implications
                                    • Catering for men can drive the private label sector
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Teens could drive branded market
                                            • Financial situations are increasingly strained
                                              • Rise in purchase of private label brands is driven by more than low price…
                                                • …but low price is still important
                                                • Market Drivers

                                                  • Teens could strain household finances
                                                    • Figure 7: Trends in the age structure of the UK population, 2013-23
                                                  • ‘Struggling’ financial situations are on the rise
                                                    • Figure 8: Trends in how respondents would describe their financial situation, September 2016-September 2018
                                                  • Popularity of private label driven by more than just price…
                                                    • Figure 9: Beauty/grooming product shopping habits, September 2017 and September 2018
                                                  • …but price is still important in beauty
                                                    • Figure 10: Most important factors when choosing where to shop for beauty and personal care products, October 2017
                                                • Companies and Brands – What You Need to Know

                                                  • Budget retailers rival branded skincare with claims and packaging
                                                    • Private label brands follow the latest trends
                                                      • Boots caters to all demographics
                                                        • The luxury look at budget prices
                                                          • Superdrug launches its brands using pop-ups
                                                            • Boots gives fans exclusive deals
                                                              • Challenging the advertising narrative
                                                                • Poundland #6 lacks originality
                                                                • Launch Activity and Innovation

                                                                  • Skincare sees NPD from budget brands
                                                                    • Figure 11: New launches from Aldi and Lidl, 2017 and 2018
                                                                  • Private label retailers become trendy
                                                                    • Figure 12: On-trend launches from Superdrug, 2017 and 2018
                                                                  • Boots caters for all
                                                                    • Online fashion retailers enter beauty
                                                                      • The luxury look
                                                                        • Figure 13: Topshop beauty, November 2018
                                                                        • Figure 14: Primark skincare, October 2018
                                                                      • Sainsbury’s gets a makeover
                                                                      • Advertising and Marketing Activity

                                                                        • Superdrug uses pop-up marketing
                                                                          • Figure 15: Superdrug little vegan pop-up, May 2018
                                                                        • Boots gives No7 fans special access
                                                                          • Offering new marketing messages
                                                                          • Brand Research

                                                                              • Brand map
                                                                                • Figure 16: Attitudes towards and usage of selected private label beauty brands, October 2018
                                                                              • Key brand metrics
                                                                                • Figure 17: Key metrics for selected private label beauty brands, October 2018
                                                                              • Brand attitudes: H&M’s ethical positioning makes it a brand inciting pride
                                                                                • Figure 18: Attitudes, by private label beauty brand, October 2018
                                                                              • Brand personality: Poundland #6 risks being considered unethical
                                                                                • Figure 19: Brand personality – Macro image, October 2018
                                                                              • High street beauty brands are youthful
                                                                                • Figure 20: Brand personality – Micro image, October 2018
                                                                              • Brand analysis
                                                                                • Boots No7 appeals to all women
                                                                                  • Figure 21: User profile of Boots No7, October 2018
                                                                                • Superdrug B. is considered innovative
                                                                                  • Figure 22: User profile of Superdrug B., October 2018
                                                                                • Lidl Cien is popular with the affluent
                                                                                  • Figure 23: User profile of Lidl Cien, October 2018
                                                                                • Avon is used by older women
                                                                                  • Figure 24: User profile of Avon, October 2018
                                                                                • Missguided Beauty is considered youthful
                                                                                  • Figure 25: User profile of Missguided Beauty, October 2018
                                                                                • H&M Beauty has an ethical positioning
                                                                                  • Figure 26: User profile of H&M Beauty, October 2018
                                                                                • Topshop Beauty risks being overhyped
                                                                                  • Figure 27: User profile of Topshop Beauty, October 2018
                                                                                • Poundland #6 lacks originality
                                                                                  • Figure 28: User profile of Poundland #6, October 2018
                                                                              • The Consumer – What You Need to Know

                                                                                • Purchase of private label is up
                                                                                  • Price is the driver for purchase
                                                                                    • Young people like private label products
                                                                                      • Supermarkets are the most popular destination
                                                                                        • Boots and Superdrug have broad appeal
                                                                                          • Chemist/specialist brands fare well against beauty brands
                                                                                            • Perceptions have changed
                                                                                            • Purchase of Private Label Beauty Products

                                                                                              • Where end result matters, it’s all about the brands
                                                                                                • Figure 29: Purchase of branded and private label beauty products, October 2018
                                                                                              • Purchase of private label is not driven by low income
                                                                                                • Figure 30: Purchase of private label beauty products, by financial situation, October 2018
                                                                                              • Purchase of private label beauty products is on the rise
                                                                                                • Figure 31: Trends in the purchase of private label beauty products, December 2014 and October 2018
                                                                                            • Reasons for Buying Private Label Beauty Products

                                                                                              • Price is a driving factor
                                                                                                • Figure 32: Reasons for buying private label beauty products, October 2018
                                                                                              • Convenience may drive purchase amongst men
                                                                                                • Young people like private label products
                                                                                                  • Figure 33: Purchase of private label beauty products due to liking the fragrance and packaging, by age, October 2018
                                                                                              • Locations of Purchase

                                                                                                • Convenience drives purchase at supermarkets
                                                                                                  • Figure 34: Locations of purchase of private label beauty products, October 2018
                                                                                                • Young people favour Boots and Superdrug
                                                                                                  • Figure 35: Purchase of private label beauty products at Boots and Superdrug, by age, October 2018
                                                                                                • Fashion retailers appeal to Millennials
                                                                                                • Perceptions of Beauty Brand Types

                                                                                                  • Branded beauty brands are the experts…
                                                                                                    • Figure 36: Correspondence analysis – Beauty brand types, October 2018
                                                                                                  • …but chemist/specialist brands are more reliable
                                                                                                    • Figure 37: Perceptions of beauty brand types, October 2018
                                                                                                  • Fashion brands can do more to be more fashionable
                                                                                                    • Supermarket brands are value for money
                                                                                                    • Attitudes towards Private Label Beauty Products

                                                                                                      • Private label has its own identity
                                                                                                        • Figure 38: Attitudes towards private label beauty products, October 2018
                                                                                                      • Perceptions have changed
                                                                                                        • Brands are important when results matter
                                                                                                          • Men look for private label equivalents
                                                                                                            • Figure 39: Behaviours related to purchasing private label beauty products, October 2018
                                                                                                          • Consumers are ingredient-savvy
                                                                                                            • Reviews are important
                                                                                                              • The private label hierarchy
                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                  • Abbreviations
                                                                                                                    • Consumer research methodology
                                                                                                                      • Correspondence methodology