Description

“Personal care category participation is near universal, driven by the strong reliance on hygiene-related products. Canadian shoppers are seeking products that are easy to use, from brands that they know and trust. Having said this, there is considerable appetite for new and innovative products, particularly among brands that focus on sustainability initiatives and natural product formulations. Reliance on the category for self-care and wellness rituals will continue to increase as Canadians recognize the importance of mental health.”
– Meghan Ross, Senior Home & Beauty Analyst

This Report looks at the following areas:

  • Market factors influencing the personal care market
  • Personal care product purchases
  • Purchase factors considered when shopping for personal care products
  • Personal care routines and behaviours
  • Research and influences on personal care product choices
  • Interest in personal care product innovations

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Market context

  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Category outlook, 2022-27
    • Opportunities and challenges
    • Brands can help Canadians achieve wellness goals
    • The need for greater inclusivity is growing
    • Canadians are very receptive to sustainability initiatives
      • Figure 2: Interest in eco-friendly personal care innovations, 2022
    • Consumers are more comfortable using social media for advice rather than sales
    • More transparent formulation lists will appeal
      • Figure 3: Personal care product research behaviours and future plans, 2022

  3. Market Factors

    • Impact of COVID-19 on personal care consumers
    • The increased cost of living is placing strain on Canadian wallets
      • Figure 4: 12-month change in the Consumer Price Index, 2019-22
      • Figure 5: Deciem Instagram post, 2022
    • Consumer demand will evolve as immigration rates shift
      • Figure 6: Distribution of foreign-born population by region of birth, 1996-2036
    • The aging population will also change the face of the ‘traditional’ BPC consumer
      • Figure 7: Population aged 0-14 and 65+, 1988-2068*
      • Figure 8: UserWay Instagram post, 2022
      • Figure 9: Degree Inclusive: The world’s first deodorant designed for people with disabilities, April 2021
      • Figure 10: Open to change, Open for all | OLAY, November 2021

  4. Competitive Strategies and Market Opportunities

    • Consumers are looking for more equitable representation
      • Figure 11: Mintel Trend Driver: Identity
      • Figure 12: Black Girl Sunscreen Instagram post, 2021
      • Figure 13: Dove Instagram post, 2022
      • Figure 14: Dove Instagram post, 2022
      • Figure 15: Fresh Beauty Studio Instagram post, 2022
      • Figure 16: Better Not Younger Instagram post, 2022
      • Figure 17: Better Not Younger Instagram post, 2021
      • Figure 18: Pantene Pro-V Stunning Silver Moisturizing Conditioner (US), 2021
      • Figure 19: Equate Beauty Blonde & Silver Shampoo (US), 2022
    • Sustainability is playing a stronger role in purchase decisions
      • Figure 20: Mintel Trend Driver: Surroundings
      • Figure 21: Dove Instagram post, 2021
      • Figure 22: Loli Beauty Instagram post, 2021
      • Figure 23: Sprout World Official Instagram post, 2022
      • Figure 24: Bybi Glowcurrant Booster Brightening Facial Oil (UK), 2022
    • Mental wellness is becoming an increasingly sought after benefit
      • Figure 25: Mintel Trend Driver: Wellbeing
      • Figure 26: Keys Soul Care Instagram post, 2022
      • Figure 27: Neom Organics Scent to De-Stress Real Luxury Hand & Body Wash Refill & Dispenser (US), 2022
      • Figure 28: Vida Glow Instagram post, 2022

  5. The Personal Care Consumer: Fast Facts

  6. Personal Care Product Purchases

    • Personal care products have universal reach
      • Figure 29: Personal care products purchased in the past 12 months, 2022
    • Women over-index for personal care product purchases
      • Figure 30: Personal care products purchased in the past 12 months, men vs women, 2022
    • Younger shoppers rely more heavily on discretionary categories
      • Figure 31: Personal care products purchased in the past 12 months, 18-44s vs over-45s, 2022
    • Chinese consumers are more heavily involved with skincare products
      • Figure 32: Personal care products purchased in the past 12 months (select), Chinese vs overall, 2022
    • Budget considerations impact category involvement
      • Figure 33: Personal care products purchased in the past 12 months (select), by household income, 2022
      • Figure 34: Coppertone Canada Instagram post, 2021

  7. Personal Care Product Purchase Factors

    • Consumers seek ease and familiarity
      • Figure 35: Personal care product purchase factors, 2022
    • Women place a stronger emphasis on product formulation
      • Figure 36: Personal care product purchase factors, men vs women, 2022
    • Younger consumers are looking at what is included, rather than what is excluded
      • Figure 37: Personal care product purchase factors, 18-44s vs over-45s, 2022
      • Figure 38: Those who rank ‘positive online reviews’ as a top three most important purchase factor, by age, 2022
      • Figure 39: Vaseline Brand Instagram post, 2021
    • Ease of use is a very strong motivator for Asian consumers
      • Figure 40: Personal care product purchase factors (select), Chinese and South Asians vs overall, 2022
    • Parents are paying closer attention to product ingredient lists
      • Figure 41: Those who rank ingredient-related elements as top three most important purchase factor, by parental status, 2022

  8. Personal Care Routines and Behaviours

    • Over half of Canadians plan to use personal care as a way to relax
      • Figure 42: Personal care routine behaviours and future plans, 2022
    • Women are planning higher engagement with the category compared to men
      • Figure 43: Personal care routine behaviour plans, men vs women, 2022
    • Young men show higher category engagement
      • Figure 44: Personal care routine behaviour plans, by age, 2022
    • Moms and dads remain flexible with their personal care routines
      • Figure 45: Personal care routine behaviour plans, by parental status, 2022
    • South Asians are open to switching up their routines
      • Figure 46: Personal care routine behaviour plans, South Asians vs overall, 2022
    • Smaller budgets may not dissuade some from seeking professional help
      • Figure 47: Personal care treatment plans for the next six months, by perceived financial health, 2022
      • Figure 48: Crest 3D Whitestrips Vivid White Dental Whitening Kit (US), 2022
      • Figure 49: Sephora Collection The 2-in-1 Oil Mask (Canada), 2019
      • Figure 50: Dr Dennis Gross Instagram post, 2021

  9. Personal Care Product Research and Influences

    • Consumers are eager to learn more about their products
      • Figure 51: Personal care product purchase behaviours and future plans, 2022
    • Women are willing to invest their time to get the right products
      • Figure 52: Personal care product purchase behaviour plans, men vs women, 2022
    • Younger consumers more actively participate in the market
      • Figure 53: Personal care product purchase behaviour plans, by age, 2022
    • Parent concerns about safety help drive their need for information
      • Figure 54: Personal care product purchase behaviour plans, by parental status, 2022
    • South Asian shoppers plan to engage with brands online in the coming months
      • Figure 55: iiRoshnii Instagram post, 2022
      • Figure 56: Personal care product purchase behaviour plans, South Asians vs overall, 2022
    • Budget shoppers are seeking advice online
      • Figure 57: Personal care product online behaviour plans, by perceived financial health, 2022

  10. Shopping Behaviours

    • More personal care shopping behaviours are now being done online
      • Figure 58: Personal care product shopping behaviours, 2022
    • Women’s heightened product curiosity leads them online
      • Figure 59: Personal care product shopping behaviours, men vs women, 2022
    • Younger shoppers are more likely to have increased their personal care spending
      • Figure 60: Personal care product shopping behaviours, by age, 2022
    • South Asian category enthusiasm leads to increased spend and online interaction
      • Figure 61: Personal care product shopping behaviours, South Asians vs overall, 2022

  11. Interest in Innovations

    • Canadian shoppers are enthusiastic about eco-friendly innovations
      • Figure 62: Interest in new innovations, 2022
    • Multi-use products appeal more strongly to men
      • Figure 63: Interest in personal care products with multiple uses, men vs women, 2022
      • Figure 64: Dion Michaels Skin Balm (US), 2021
      • Figure 65: Dove Men Care Instagram post, 2022
      • Figure 66: Interest in innovations related to social media and influencers, men vs women, 2022
    • Canadians of all ages find eco-friendly products appealing
      • Figure 67: Interest in eco-friendly innovations, by age, 2022
      • Figure 68: R and Co Bleu Instagram post, 2022
      • Figure 69: Interest in formulation innovations, by age, 2022
      • Figure 70: Interest in social media and celebrity innovations, by age, 2022
    • South Asian shoppers recognize greater value in eco-friendly innovations
      • Figure 71: Interest in eco-friendly innovations, Chinese and South Asians vs overall, 2022
      • Figure 72: Interest in formulation innovations, Chinese and South Asians vs overall, 2022
      • Figure 73: Interest in products designed to promote emotional wellbeing, by parental status, 2022

  12. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Mintel Trend Drivers
    • Abbreviations
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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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