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Everything you need to make the right decisions

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


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?


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

Expert analysis from a specialist in the field

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

Despite the high market penetration of personal care products, there are opportunities for growth. While consumers are price sensitive when shopping, factors that influence consumer purchases including scent and product functionality could increase spend. To entice consumers to trade up to more expensive products, financial incentives that minimize risk, such as samples or coupons, are most convincing. Jana Vyleta
Health & Personal Care Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:


This Report covers a broad range of products within the personal care market. For the purposes of this report, Mintel has defined the personal care market as products used for regular grooming and hygiene including the following categories:

  • Haircare – shampoo, conditioner, hairstyling products, hair color
  • Skincare – facial cleansers, facial moisturizers, specialty skincare products such as acne and anti-aging treatments, hand and body moisturizers, sun protection
  • Body cleansing products – bar soap, liquid shower gel, bath products
  • Shaving products
  • APDO (antiperspirant/deodorant)
  • Oral care

Excluded from the scope of this report are beauty products (see Mintel’s The Beauty Consumer – US, March 2016) such as:

  • Color cosmetics
  • Fragrances
  • Nail color and care

Professional services are also excluded from the scope of this Report.


What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Adults want short personal care routines
            • Figure 1: Time spent on personal care routines, January 2017
          • Consumers experiment, which could limit loyalty
            • Figure 2: Experimentation habits with personal care products, January 2017
          • Majority of shoppers are sensitive to price
            • Figure 3: Price sensitivity to personal care products, January 2017
          • The opportunities
            • Cater to desire for safety, quality through ingredients
              • Figure 4: Awareness of select ingredients, January 2017
            • Lower financial barriers in order to gain trial
              • Figure 5: Select trade up opportunities, January 2017
            • Embrace sustainable, environmentally friendly practices
              • Figure 6: Select attitudes toward personal care, January 2017
            • What it means
            • The Market - What You Need to Know

              • Consumers are comprised of Enthusiasts, Loyalists, and Deal-Seekers
                • Ingredient concerns and men’s interest in appearance change landscape
                  • Population trends could impact category
                  • Personal Care Segments

                    • Three consumer segments: Enthusiasts, Loyalists, and Deal-Seekers
                      • Figure 7: Share of personal care consumer segments, January 2017
                    • Enthusiasts
                      • Loyalists
                        • Deal-Seekers
                          • Enthusiasts are easier to capture, but less likely to stay
                            • Loyalists will live up to their name…if they can be captured
                              • Deal-Seekers
                              • Market Perspective

                                • Ingredient safety concerns fuel legislation, NOPC purchases
                                  • Men’s interest in appearance brings opportunity
                                  • Market Factors

                                    • High consumer confidence bodes well for discretionary and prestige items
                                      • Figure 8: Consumer Sentiment Index, January 2007-January 2017
                                    • Aging population could negatively impact sales
                                      • Figure 9: Population by age, 2017-22
                                    • Hispanic population could foster environment for growth
                                      • Figure 10: Population by race and Hispanic origin, 2012-22
                                  • Key Players – What You Need to Know

                                    • NOPC, no-rinse, and personalized products see growth
                                      • Select mass brands, anti-aging products see declines
                                        • Hybrid, personalized, and waterless products could be the future
                                        • What’s Working?

                                          • NOPC grows as consumers seek safety, quality
                                            • No-rinse formats perceived as convenient, gentle
                                              • Personalized products maintain momentum
                                              • What’s Struggling?

                                                • Select mass brands struggle to maintain sales
                                                  • Anti-aging products struggle as claims are integrated elsewhere
                                                  • What’s Next?

                                                    • Hybrid products provide options to consumers
                                                      • Tailored formulations, technology add to personalization
                                                        • Minimizing water usage appeals to need for conservation, convenience
                                                        • The Consumer – What You Need to Know

                                                          • Mass brands are most purchased due to availability, familiarity
                                                            • More than half of consumers report moderate category engagement
                                                              • Factors relating to functionality, familiarity most influence purchases
                                                                • Majority of consumers ambivalent toward ingredients
                                                                  • While a minority, some consumers research before purchase
                                                                    • Value is the best way to incentivize trade up
                                                                    • Products Purchased

                                                                      • Basic hygiene products have highest penetration
                                                                        • Mass brands most common due to availability, familiarity
                                                                          • Figure 11: Correspondence analysis – Personal care consumer product usage, January 2017
                                                                        • Methodology
                                                                          • Skincare, HBL products have highest prestige brand penetration
                                                                            • Figure 12: Personal care products purchased, by brand type, January 2017
                                                                          • Personal care segments drive product usage
                                                                            • Figure 13: Select personal care products purchased, any purchase (net), by personal care segment, January 2017
                                                                          • Consumers purchase less personal care as they age
                                                                            • Figure 14: Advertisement for Walgreens beauty, Feb. 27, 2017
                                                                            • Figure 15: Select personal care products purchased, any purchase (net), by age, January 2017
                                                                        • Time Spent, Price Sensitivity, and Experimentation

                                                                          • Despite limited time and money, consumers like to experiment
                                                                              • Figure 16: Time spent on routines, importance of price, and experimentation in personal care, January 2017
                                                                            • Time spent, experimentation shape segments
                                                                                • Figure 17: Time spent, price sensitivity, and experimentation habits with personal care, by personal care segments, January 2017
                                                                              • Younger age groups show more engagement
                                                                                • Figure 18: Time spent on personal care routine, price sensitivity towards personal care, experimentation, by age, January 2017
                                                                              • Hispanics show similar engagement to younger consumers
                                                                                • Figure 19: Time spent on personal care routine, price sensitivity towards personal care, and experimentation, by Hispanic origin, January 2017
                                                                            • Purchase Influencers

                                                                              • Functionality reigns supreme in influencing purchases
                                                                                • Familiarity factors also impact purchase decisions
                                                                                  • External sources matter when making new purchases
                                                                                    • Figure 20: Purchase Influencers, January 2017
                                                                                  • Enthusiasts impacted by variety of purchase influencers
                                                                                    • Figure 21: Purchase influencers, by personal care segment, January 2017
                                                                                  • Younger consumers influenced by reviews, recommendations
                                                                                    • Figure 22: Select purchase influencers, by age, January 2017
                                                                                  • Hispanics align with young adults
                                                                                    • Figure 23: Purchase influencers, by Hispanic origin, January 2017
                                                                                • Ingredient Awareness

                                                                                  • Consumers unaware, ambivalent toward many ingredients
                                                                                    • Ingredient perceptions reflect NOPC’s shift to mainstream
                                                                                      • Figure 24: Ingredient awareness, January 2017
                                                                                      • Figure 25: Correspondence Analysis – Personal care consumer ingredient awareness, January 2017
                                                                                    • Methodology
                                                                                      • Enthusiasts most aware, interested in variety of ingredients
                                                                                        • Figure 26: Ingredient awareness, by have heard of and look for, by personal care segment, January 2017
                                                                                      • Hispanics category engagement reflects interest in ingredients
                                                                                        • Figure 27: Ingredient awareness, by have heard of and look for, by Hispanic origin, January 2017
                                                                                    • Attitudes towards Personal Care Products

                                                                                      • One in five research before purchasing
                                                                                        • Environment, sustainability are secondary considerations
                                                                                          • Figure 28: Attitudes towards personal care, January 2017
                                                                                        • Younger adults more open to trying something new
                                                                                          • Figure 29: Attitudes towards personal care, by age, January 2017
                                                                                        • Hispanics are less likely to be brand loyal amid price focus
                                                                                          • Figure 30: Attitudes toward personal care, by Hispanic origin, January 2017
                                                                                      • Trade up Opportunities

                                                                                        • Value incentivizes trade up
                                                                                          • Product attributes can also sway consumers
                                                                                            • Figure 31: Trade up opportunities, January 2017
                                                                                          • While Loyalists are harder to capture, payoff can be higher
                                                                                            • Figure 32: Trade up opportunities, by personal care segment, January 2017
                                                                                          • Younger consumers motivated by product incentives
                                                                                            • Figure 33: Trade up opportunities, by age, January 2017
                                                                                          • Hispanics incentivized by unique scent, third party endorsements
                                                                                            • Figure 34: Trade up opportunities, by Hispanic origin, January 2017
                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                          • Data sources
                                                                                            • Consumer survey data
                                                                                              • Abbreviations and terms
                                                                                                • Abbreviations
                                                                                                  • Terms
                                                                                                  • Appendix – Consumer

                                                                                                      • Figure 35: Median household income, by race and Hispanic origin of householder, 2015
                                                                                                      • Figure 36: Median household income, by age of householder, 2015
                                                                                                      • Figure 37: Distribution of population, by age and race/Hispanic origin, 2016

                                                                                                  About the report

                                                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                  • The Consumer

                                                                                                    What They Want. Why They Want It.

                                                                                                  • The Competitors

                                                                                                    Who’s Winning. How To Stay Ahead.

                                                                                                  • The Market

                                                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                  • The Innovations

                                                                                                    New Ideas. New Products. New Potential.

                                                                                                  • The Opportunities

                                                                                                    Where The White Space Is. How To Make It Yours.

                                                                                                  • The Trends

                                                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.