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- Canada Facial Skincare Market Report 2023
“Despite economic pressures, consumers continue to value facial skincare highly and are willing to make concession to maintain their preferred routines. Multi-purpose and versatile products are expected to resonate strongly in the face of rising product costs and will be appealing to consumers seeking simplicity and ease. Linking these routines to wellness will further build value and solidify facial skincare as an important element of self-care.”
– Meghan Ross, Senior Analyst – Home & BPC
This Report discusses the following key topics:
- Market drivers impacting the facial skincare market, including inflation.
- Competitive strategies and market opportunities for facial skincare products.
- Facial skincare formats used in the past 12 months.
- Typical facial skincare brand types used by format.
- Change in skincare routines compared to last year and motivations for skincare regimen updates.
- Facial skincare financial trade-off attitudes.
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- What you need to know
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Executive Summary
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- Top Takeaways
- Consumer trends
- Competitive strategies
- Sustainability captures consumer attention
- Brands showcase value through a variety of benefits
- Market predictions
- Figure 1: Facial skincare category outlook, 2023-28
- Opportunities
- Emphasize efficacy to boost perceptions of value
- Create a stronger connection between wellness and skincare
- Position facial skincare as an affordable luxury
- Help consumers streamline their routines
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Market Drivers
- High cost of living has consumers looking more closely at discretionary purchases
- Figure 2: 12-month change in the Consumer Price Index, June 2020-June 2023
- Ethical considerations may be more top of mind
- Animal testing regulations
- The conflict in the Ukraine
- Figure 3: Solidarity UKR Instagram post, 2023
- Impact of COVID-19 on facial skincare
- Canada’s aging population is less engaged with facial skincare
- Figure 4: Population aged 0-14 and 65+, 1988-2068*
- High cost of living has consumers looking more closely at discretionary purchases
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Competitive Strategies and Market Opportunities
- Facial skincare is being incorporated into overall wellness routines
- Figure 5: Mintel Trend Driver: Wellbeing
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- Figure 6: ‘I have changed my lifestyle to benefit my facial skin’ (% agree), by age, 2023
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- Figure 7: Olay Canada Instagram post, 2023
- Figure 8: Follow The Stuff Instagram post, 2023
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- Figure 9: Tula Instagram post, 2023
- Age-related wellness focus
- Figure 10: Vichy Laboratoires Instagram post, 2022
- Figure 11: Vichy Laboratoires Instagram post, 2023
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- Figure 12: Petite Skin Co Instagram post, 2023
- Figure 13: Got GRYT Instagram post, 2023
- Value goes beyond the price tag
- Figure 14: Drunk Elephant Instagram post, 2023
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- Figure 15: The Budget Dermatologist Instagram post, 2023
- Figure 16: Dr Dray Instagram post, 2023
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- Figure 17: Dupeshop Beauty Instagram post, 2023
- Figure 18: Mintel Trend Driver: Value
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- Figure 19: Facial skincare routine attitudes (% agree), men vs women, 2023
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- Figure 20: Lumin Skin Instagram post, 2023
- Figure 21: Olay Canada Instagram post, 2023
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- Figure 22: BCL Saborino Medical Brightening Mask (Japan), 2022
- Figure 23: Olay Canada Instagram post, 2023
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- Figure 24: Drunk Elephant Instagram post, 2023
- Figure 25: Melixir Skincare Instagram post, 2023
- Sustainable skincare gains attention
- Figure 26: Mintel Trend Driver: Surroundings
- Figure 27: ‘I prefer to purchase eco-friendly beauty products’ (% agree), by generation, 2022
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- Figure 28: Beauty Pro Instagram post, 2023
- Figure 29: Junk Theory Instagram post, 2023
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- Figure 30: Yves Rocher Canada Instagram post, 2023
- Figure 31: Save the F***ng Rainforest Nourishing Oil for Face, Body and Hair (US), 2023
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- Figure 32: Unilever Instagram post, 2023
- Figure 33: Prose Instagram post, 2023
- Facial skincare is being incorporated into overall wellness routines
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The Facial Skincare Consumer – Fast Facts
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Facial Skincare Products Used At Home
- Facial skincare usage has remained stable
- Figure 34: Facial skincare products used at home, 2020 vs 2023
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- Figure 35: Facial skincare products used at home, men vs women, 2023
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- Figure 36: Those who do not use facial skincare products used at home, men by age, 2020 vs 2023
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- Figure 37: Facial skincare products used at home, by age, 2023
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- Figure 38: Facial skincare products used at home, by racial background, 2023
- Facial skincare usage has remained stable
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Facial Skincare Brand Usage
- Consumers are using a variety of brand types
- Figure 39: Type of brand used most often by skincare format, 2023
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- Figure 40: Type of brand used most often, 2023 vs 2020
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- Figure 41: Type of brand used most often (net), by number of facial products used, 2023
- Consumers are using a variety of brand types
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Change in Facial Skincare Routine
- One in five consumers has increased the amount of time spent on skincare
- Figure 42: Change in time spent on facial skincare compared to last year, 2023
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- Figure 43: Change in time spent on facial skincare compared to last year, by age, 2023
- One in five consumers has increased the amount of time spent on skincare
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Motivations for Increased Attention to Facial Skincare Routine
- Wellness is a strong motivator
- Figure 44: Reasons for spending more time on facial skincare routine compared to a year ago, 2023
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- Figure 45: Herbivore Botanicals Instagram post, 2023
- Figure 46: Reasons for spending more time on facial skincare routine compared to a year ago, men vs women, 2023
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- Figure 47: Reeson Beauty Instagram post, 2023
- Figure 48: Those spending more time on facial skincare routine compared to a year ago to relax, 18-44s vs over-45s, 2023
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- Figure 49: Those spending more time on facial skincare routine compared to a year ago because it is incorporated into an overall wellness routine, Asian consumers vs overall, 2023
- Wellness is a strong motivator
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Motivations for Decreased Attention to Facial Skincare Routine
- Cost and time are significant barriers
- Figure 50: Reasons for spending less time on facial skincare routine compared to a year ago, 2023
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- Figure 51: Reasons for spending less time on facial skincare routine compared to a year ago (select), by age, 2023
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- Figure 52: Those who have decreased the time spent on facial skincare routine because they are trying to save money, by household income, 2023
- Cost and time are significant barriers
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Facial Skincare Trade-Off Attitudes
- Consumers are willing to make concessions to maintain their routines
- Figure 53: Strategies considered to reduce facial skincare spending, 2023
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- Figure 54: Strategies considered to reduce facial skincare spending, men vs women, 2023
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- Figure 55: Strategies considered to reduce facial skincare spending, 18-44s vs over-45s, 2023
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- Figure 56: Strategies considered to reduce facial skincare spending (select), by perceived financial health, 2023
- Consumers are willing to make concessions to maintain their routines
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Mintel Trend Drivers
- Abbreviations
- Data sources
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