Mintel’s Toiletries market research combines the latest market intelligence, industry insights and expert recommendations to help you anticipate what’s next in the Toiletries industry.

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    Even as cleansing is incorporated into beauty and health regimens, proliferating benefits are put under the scrutiny of multifunctionality, value and efficacy. Joan Li, Senior Analyst, Beauty and Personal Care ..."
    Canadians appreciate the importance of oral hygiene's role in their overall health and are looking for multi-benefit products that support their oral care goals. Meghan Ross, Senior Research Analyst – Home & Beauty ..."
    SBS brands have the opportunity to build stronger consumer connections through wellness benefits, a focus on skin health and sustainable innovations. Meghan Ross, Senior Research Analyst – Home & Beauty ..."
    'Skinification' trends continue to impact the SBS category and spur NPD. Opportunities exist to better meet demand for refills and further segment wellbeing concepts. Dionne Officer, Research Analyst – BPC Innovation ..."
    Engagement with SBS has waned but can be revived by focusing on next-level wellness (eg neurocosmetics), more precise targeting and the huge power of AI. Rosalia Di Gesu, Associate Director, Mintel Beauty & Personal Care ..."
    As the cost-of-living crisis continues, adapting claims around specific skincare issues can help shave brands differentiate in a crowded category. Lauren Goodsitt, Director – Beauty & Personal Care ..."

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    Oral care is morphing from a hygiene-focused to a wellness-centric category. Integrated devices alter product expectations as consumers seek diagnostics and expertise. Lauren Goodsitt, Director – Beauty & Personal Care ..."
    Efficacy is a top priority for consumer, but eco-ethical claims remain key and can be a way to encourage trade up, particularly when coupled with novel ingredients. Dionne Officer, Research Analyst – BPC Innovation ..."
    Convey ‘skinification’ trends with efficacy, explore fun in sexual wellness and demonstrate value through personalisation to reinvigorate a stagnant category. KinShen Chan, Senior Beauty and Personal Care Analyst, South APAC ..."
    Standout innovations focus on convenience, fragrance and efficacy and continue to blur with skincare. Fun collaborations and AI concepts disrupt the category. Dionne Officer, Research Analyst – BPC Innovation ..."
    “Although the bodycare and deodorant product market has broad penetration, there’s room to grow. The fact that this category is considered essential to one’s personal care routine provides a reliable platform for industry players. The opportunity for innovative makers and marketers is to leverage consumers’ prioritization of appearance and health..."
    “The pandemic both upended and revitalized the oral care market, creating disruptive opportunities for premium and eco-friendly solutions. As consumers view their oral care routines as self-care, as well as essential hygiene, leading brands can continue to tap into wellness trends. There will be blossoming opportunities to link oral care..."
    Patents focused on hydration can help the SBS category cater to demands for products that cleanse and nourish at the same time. Reiko Hasegawa, Senior Beauty and Personal Care Analyst ..."
    “Shaving and hair removal are considered routine behaviours for the majority of Canadian consumers, with many consumers removing unwanted hair from multiple areas of the body and face. While this obviously differs by gender, both men and women have strong category engagement. The cost of living increases have encouraged consumers..."
    “The shaving and hair removal market remains stable in terms of usage and consumption thanks to the functionality and essential nature of the category. However, obstacles to growth exist as consumers evaluate their BPC routines through a lens of intentionality, eco-friendly behaviors and budgeting. Even so, opportunities exist to further..."
    The cost of living crisis will drive more affordable private label innovation. A mindset shift also creates opportunity for more NPD focused on self-care. Dionne Officer, Research Analyst – BPC Innovation ..."