Description

“The expectations surrounding clean brands have expanded considerably from simple formulation claims to now include sustainability and social initiatives. Consumers are seeking brands that are safe to use for themselves, but that will also create a positive impact for the wider world around them. The pandemic prompted many to reprioritize health and wellness, increasing demand for clean brands which are typically associated with a better safety profile. However, there continues to be confusion around the term ‘clean’, allowing brands the opportunity to help educate consumers.”

– Meghan Ross, Senior Home & Beauty Analyst

This report covers the following issues:

  • The impact of COVID-19 on the clean beauty and personal care (BPC) market.
  • Market factors impacting the clean beauty landscape in Canada.
  • Past 12-month purchase of mainstream and clean BPC products.
  • Motivations for purchasing clean BPC products.
  • Barriers to clean BPC product purchases.
  • Retailers used for BPC product purchases.
  • Influences of BPC claims.
  • Consumer attitudes and behaviours related to BPC products.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
        • Executive Summary

            • Top takeaways
              • Market overview
                • Impact of COVID-19 on clean beauty and personal care
                  • Figure 1: Short-, medium- and longer-term impact of COVID-19 on clean beauty and personal care products, 2021
                • Opportunities and challenges
                  • Sustainability initiatives will help expand the definition of ‘clean’
                    • Confusion surrounding the terms “clean” and “natural”
                      • Safety messaging is going to expand to wellness claims
                        • Certain demographics have strong growth potential
                          • Mainstream clean will increase availability
                          • The Market – Key Takeaways

                            • Impact of COVID-19 on clean beauty and personal care
                              • Changing immigration rates will lead to diversified offerings and a more engaged shopper
                              • Market Factors

                                • Impact of COVID-19 on clean beauty and personal care products
                                  • Figure 2: Those making a clean BPC product purchase online in the past 12 months, by worry about exposure to COVID-19, 2021
                                • Changing immigration rates will lead to diversified offerings and a more engaged shopper
                                  • Figure 3: Immigrants as a proportion of Canadian population, 1871-2036*
                                  • Figure 4: Distribution of foreign-born population, by region of birth, Canada, 1871-2036*
                                  • Figure 5: Sahaja Skincare Instagram post, October 2021
                              • Companies and Brands – Key Takeaways

                                • Sustainability is now as important as formulation for clean brands
                                  • Formulation claims are becoming less generic to appeal to informed consumers
                                    • Safety concerns will drive additional interest in clean brands
                                      • Holistic health goals will support the search for cleaner products
                                      • Competitive Strategies

                                          • Sustainability is now as important as formulation for clean brands
                                            • Figure 6: Mintel Trend Driver: Surroundings
                                            • Figure 7: Beauty and personal care products launched with ethical and environmental claims (2016-2020)
                                            • Figure 8: Sephora Canada Instagram post, August 2021
                                            • Figure 9: Codex Beauty Instagram post, October 2021
                                            • Figure 10: Zara Blossom N°01 White Flower Posy Eau de Parfum (US), October 2021
                                            • Figure 11: Meow Meow Tweet Instagram post, October 2021
                                            • Figure 12: Honest Beauty Instagram post, September 2021
                                            • Figure 13: Zorah Biocosmétiques Instagram post, July 2021
                                          • Formulation claims are becoming less generic to appeal to informed consumers
                                              • Figure 14: Each & Every Instagram post, October 2021
                                              • Figure 15: Honest Self Defense Mineral Sunscreen Fluid SPF 34 (US), October 2021
                                              • Figure 16: Dr. Squatch Instagram post, September 2021
                                              • Figure 17: Good Face Project Instagram post, August 2021
                                              • Figure 18: Everything Is Chemicals (including “clean” beauty), September 2021
                                          • Market Opportunities

                                              • Figure 19: Mintel Trend Driver: Wellbeing
                                            • Safety concerns will drive additional interest in clean brands
                                              • Figure 20: Estée Laundry Instagram post, May 2021
                                              • Figure 21: Good Face Project Instagram post, March 2021
                                              • Figure 22: Environmental Working Group Instagram post, December 2020
                                              • Figure 23: Kaia Naturals Instagram post, October 2021
                                              • Figure 24: Old Spice High Endurance Pure Sport Deodorant Stick (Canada), October 2021
                                            • Holistic health goals will support the search for cleaner products
                                              • Figure 25: Keys Soul Care Instagram post, October 2021
                                              • Figure 26: Tata Harper Skincare Instagram post, October 2021
                                              • Figure 27: Klur.Co Instagram post, September 2021
                                              • Figure 28: The Body Shop Instagram post, March 2021
                                          • The Consumer – Key Takeaways

                                            • Most Canadians purchase BPC products
                                              • Clean purchases are being made across a range of product formats
                                                • Environmental, safety and quality perceptions drive clean purchases
                                                  • Established brand habits pose a common barrier to clean purchases
                                                    • Canadians are shopping at a mix of online and in-person retailers for clean BPC products
                                                      • Consumers have broad priorities when shopping for BPC products
                                                        • Mainstream-only buyers fail to recognize the value in clean brands
                                                        • Beauty and Personal Care Products Purchased

                                                          • Most Canadians purchase BPC products
                                                            • Figure 29: Overall BPC products purchased in the past 12 months, 2021
                                                          • Women are heavier consumers of beauty-related products
                                                            • Figure 30: BPC products purchased in the past 12 months, men vs women, 2021
                                                          • Younger Canadians are also more inclined to purchase beauty products
                                                            • Figure 31: BPC products purchased in the past 12 months, 18-44s vs over-45s, 2021
                                                          • South Asian consumers overindex for beauty purchases
                                                            • Figure 32: BPC products purchased in the past 12 months, South Asians vs overall, 2021
                                                          • Canadians with children have higher category engagement
                                                            • Figure 33: BPC products purchased in the past 12 months, by parental status, 2021
                                                        • Clean Beauty and Personal Care Products Purchased

                                                          • Clean purchases are being made across a range of product formats
                                                            • Figure 34: Clean BPC products purchased in the past 12 months, 2021
                                                            • Figure 35: Clean BPC products purchased in the past 12 months among those purchasing each format, 2021
                                                          • Men and women appear to both recognize the benefits of clean products
                                                            • Figure 36: Clean BPC products purchased in the past 12 months among those purchasing each format, men vs women, 2021
                                                          • Asian consumers offer an opportunity for growth
                                                            • Figure 37: Clean BPC products purchased in the past 12 months among those purchasing each format, Asians vs overall, 2021
                                                          • Parents are relying more heavily on clean non-essential products
                                                            • Figure 38: Clean BPC products purchased in the past 12 months among those purchasing each format, by parental status, 2021
                                                        • Clean Beauty and Personal Care Purchase Motivators

                                                          • Environmental, safety and quality perceptions drive clean purchases
                                                            • Figure 39: Clean BPC products purchase motivators, 2021
                                                          • Female shoppers have more specific motivators driving them towards clean brands
                                                            • Figure 40: Clean BPC products purchase motivators, men vs women, 2021
                                                          • Clean BPC motivations differ according to age
                                                            • Figure 41: Clean BPC products purchase motivators, 18-44s vs over-45s, 2021
                                                          • Green packaging strikes a chord with young shoppers
                                                            • Figure 42: Those motivated to buy clean products because the packaging is better for the environment, by age, 2021
                                                          • Perceptions of quality and efficacy drive Asians’ clean purchases
                                                            • Figure 43: Clean BPC products purchase motivators, Asians vs overall, 2021
                                                          • Charitable alignment can motivate some parental brand choices
                                                            • Figure 44: Clean BPC products purchase motivators, by parental status, 2021
                                                        • Clean Beauty and Personal Care Purchase Barriers

                                                          • Established brand habits pose a common barrier to clean purchases
                                                            • Figure 45: Rose Inc Blush Divine Radiant Lip & Cheek Color (US), October 2021
                                                            • Figure 46: Biossance Squalane + Vitamin C Dark Spot Serum (US), February 2021
                                                            • Figure 47: Clean BPC products purchase barriers, 2021
                                                            • Figure 48: Those who haven’t purchased clean products because they are hard to find in-store, by COVID-19 exposure concern, 2021
                                                          • Education campaigns may help clarify clean benefits, particularly for men
                                                            • Figure 49: Clean BPC products purchase barriers, men vs women, 2021
                                                          • Long-term brand relationships will be a struggle to overcome among older shoppers
                                                            • Figure 50: Clean BPC products purchase barriers, 18-44s vs over-45s, 2021
                                                        • Retailers Used for Clean Beauty and Personal Care Purchases

                                                          • Canadians are shopping at a mix of online and in-person retailers for clean BPC products
                                                            • Figure 51: Retailers used for clean beauty and personal care purchases, 2021
                                                          • Specialty retailer purchases are more common among women
                                                            • Figure 52: Retailers used for clean beauty and personal care purchases, men vs women, 2021
                                                            • Figure 53: In-person and online retailers used for clean beauty and personal care purchases (select), men vs women, 2021
                                                          • Over half of seniors have purchased their clean BPC products online
                                                            • Figure 54: Those making a clean BPC product purchase online in the past 12 months, by age, 2021
                                                            • Figure 55: Retailers used for clean beauty and personal care purchases, by age, 2021
                                                          • South Asian shoppers use a variety of retailers for clean BPC purchases
                                                            • Figure 56: Retailers used for clean beauty and personal care purchases, South Asians vs overall, 2021
                                                          • Parents are choosing multitasking-friendly retailers
                                                            • Figure 57: Retailers used for clean beauty and personal care purchases, by parental status, 2021
                                                        • Beauty and Personal Care Product Purchase Factors

                                                          • Consumers have broad priorities when shopping for BPC products
                                                            • Figure 58: Important claims when choosing beauty and personal care products, 2021
                                                            • Figure 59: W3ll People Instagram post, October 2021
                                                          • Women consider a wider range of factors when shopping for BPC products
                                                            • Figure 60: Important claims when choosing beauty and personal care products, men vs women, 2021
                                                          • Values and principles play a stronger role in younger consumers’ purchase choices
                                                            • Figure 61: Important claims when choosing beauty and personal care products, 18-44s vs over-45s, 2021
                                                            • Figure 62: Honest Instagram post, November 2021
                                                            • Figure 63: Important claims when choosing beauty and personal care products, by parental status, 2021
                                                        • Beauty and Personal Care Product Attitudes and Behaviours

                                                          • Mainstream-only buyers fail to recognize the value in clean brands
                                                            • Figure 64: Beauty and personal care product attitudes, clean/mainstream buyers vs mainstream-only buyers, 2021
                                                          • Female shoppers have heightened safety concerns
                                                            • Figure 65: Beauty and personal care product attitudes, men vs women, 2021
                                                          • Young shoppers are more likely to be researching products prior to purchase
                                                            • Figure 66: Beauty and personal care product attitudes, 18-44s vs over-45s, 2021
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Mintel Trend Drivers
                                                                • Abbreviations

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