Description

Providing the most comprehensive and up-to-date information and analysis of the Canadian Beauty Consumer market, including the behaviors, preferences and habits of the consumer.

The COVID-19 pandemic saw a huge lifestyle shift for many people throughout 2020. With people spending more time at home, beauty routines have relaxed and become far more casual, heavily affecting the colour cosmetics market. However, at-home beauty products such as hair colouring continued to perform strongly as people changed to at-home DIY beauty routines.

The Canadian Beauty Consumer remains an active and engaged group, with the market being buoyed by the increasing interest in hygiene related products. The pandemic has brought health and wellbeing to the forefront, leading to increased spending on personal care over cosmetics, and this could potentially last into the longer term.

With economic uncertainty seeing many cut back on discretionary purchases, brands will have to focus more on environmental concerns and wellness to attract customers. There has also been greater demand for gender and race representation in products and marketing, indicating there is room for expansion into underrepresented markets.

Read on to discover more details or take a look at all of our Canadian Beauty, Personal Goods and Toiletries market research.

Quickly understand

  • The impact of COVID-19 on Canadian beauty consumers.
  • Retail channels used for beauty purchases.
  • Market factors impacting the beauty landscape in Canada.
  • Consumer behaviours and attitudes relating to beauty product usage and shopping.

Covered in this report

Products: Cosmetics, haircare, skincare, soap, bath products, shower products, sunscreen, fragrances, makeup accessories.

Brands: L’Oreal, Dove, Lush, Krave Beauty, Humanrace, Annabelle, Buda Beauty, MAC Cosmetics, Walmart, Spktrm Beauty, Unilever, True Sons Grooming.

Expert analysis from a specialist in the field

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

As beauty routines relaxed and budgets tightened as a result of the pandemic, hygiene and self-care products became more important to Canadian beauty shoppers. The typical Canadian beauty consumer is no longer limited to the stereotypical young female shopper but has evolved to encompass a much wider range of Canadians of differing ages, genders and races. Brands will need to appeal to a diverse set of shoppers in order to remain relevant and connect with the new beauty consumer.

Meghan Ross
Senior Home & Beauty Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Canadian context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on beauty consumers
      • Figure 1: Short-, medium- and longer-term impact of COVID-19 on beauty consumers, February 2021
    • Opportunities and challenges
    • The opportunity to make beauty more accessible is possible with varying demographic groups
  3. The Market – Key Takeaways

    • COVID-19 has impacted beauty routines and spending patterns
    • Younger Canadians and women are disproportionately affected by the economic slowdown
    • Canada’s aging population will impact beauty purchase behaviours
    • The Canadian population continues to become more diverse
  4. Market Factors

    • Impact of COVID-19 on beauty consumers
    • Younger Canadians and women are disproportionately affected by economic slowdown
      • Figure 2: Canada’s unemployment rate, by age, January-December 2020
    • Canada’s aging population will impact beauty purchase behaviours
      • Figure 3: Population aged 0-14 and 65+, 1995-2035*
      • Figure 4: Those who have purchased six or more beauty products in the past 12 months (repertoire), over-65s vs overall, February 2021
    • The Canadian population continues to become more diverse
      • Figure 5: Immigrants as a proportion of the Canadian population, 1871-2036
  5. Companies and Brands – Key Takeaways

    • Consumers are seeking greener, safer alternatives
    • Shifting wellness priorities are driving Canadian choices
    • Consumers are demanding greater inclusivity and representation
    • More men are embracing the value of self-care
  6. Competitive Strategies

    • Consumers are seeking greener, safer alternatives
      • Figure 6: Mintel Trend Driver: Surroundings
      • Figure 7: L’Oréal Instagram post, February 2021
      • Figure 8: Dove Instagram post, January 2021
      • Figure 9: Lush Cosmetics Instagram post, January 2021
      • Figure 10: Dear Beauty Industry, April 2020
  7. Market Opportunities

    • Shifting wellness priorities are driving Canadian choices
      • Figure 11: Mintel Trend Driver: Wellbeing
      • Figure 12: Humanrace Instagram post, February 2021
      • Figure 13: Annabelle’s Perfect Fit Energizing Setting Mist (Canada), March 2020
    • Consumers are demanding greater inclusivity and representation
      • Figure 14: Huda Beauty Instagram post, November 2020
      • Figure 15: “It is difficult to find the right products for my specific needs” (% agree), Asians vs overall, February 2021
      • Figure 16: MAC Cosmetics Canada Instagram post, March 2021
      • Figure 17: Walmart Instagram post, February 2021
      • Figure 18: Spktrm Beauty Instagram post, August 2020
      • Figure 19: Positive Beauty: why we’re saying no to normal (US English with subtitles), March 2021
    • More men are embracing the value of self-care
      • Figure 20: True Sons Grooming Instagram post, March 2021
    • Augmented reality tools expand try-on options
      • Figure 21: Usage of virtual product preview tools, by age, February 2021
      • Figure 22: L’Oréal Paris Instagram post, April 2020
  8. The Consumer – Key Takeaways

    • Skincare is the most commonly purchased beauty category
    • The pandemic has increased the share of purchases made online
    • Consumers are driven by a range of different purchase influencers
    • Canadians are looking for additional beauty product information
    • Canadian beauty shoppers are open to experimentation
  9. Beauty Product Usage

    • Skincare is the most commonly purchased beauty category
      • Figure 23: Beauty products purchased in the past 12 months, February 2021
    • BPC purchases skew heavily female, but men are also involved in the category
      • Figure 24: Beauty products purchased in the past 12 months, men vs women, February 2021
      • Figure 25: Number of beauty product formats purchased in the past 12 months (repertoire), men vs women, February 2021
    • Younger shoppers are more likely to be making discretionary purchases for aesthetic reasons
      • Figure 26: South Seas Mother of Pearl Illuminator Hydrating Shimmer Lotion (US), December 2020
      • Figure 27: Beauty products purchased in the past 12 months, 18-44s vs 45+s, February 2021
      • Figure 28: Beauty products purchased in the past 12 months, men 18-44 vs men 45+, February 2021
    • Asian Canadians are very engaged in the BPC market
      • Figure 29: Beauty products purchased in the past 12 months (select), Asians vs overall, February 2021
      • Figure 30: Those who have purchased six or more beauty products in the past 12 months (repertoire), Asians vs overall, February 2021
    • Income impacts beauty product repertoire size
      • Figure 31: Beauty products purchased in the past 12 months, by household income, February 2021
      • Figure 32: Physicians Formula Butter Believe It! Foundation + Concealer (Canada), March 2021
      • Figure 33: e.l.f. Cosmetics Instagram post, November 2020
      • Figure 34: Beauty products purchased in the past 12 months, Atlantic Canada vs overall, February 2021
    • Parents are more heavily involved in BPC shopping, buying for themselves and their children
      • Figure 35: Beauty products purchased in the past 12 months, parents vs non-parents, February 2021
      • Figure 36: Those who have not purchased listed beauty products in the past 12 months, by household size, February 2021
  10. Beauty Product Purchase Channels

    • The pandemic has increased the share of purchases made online
      • Figure 37: Share of online vs in-store shopping, September 2020 and April 2018
      • Figure 38: Frequency of online shopping, September 2020 and April 2018
    • BPC format strongly influences retail channel choice
      • Figure 39: Typical beauty product purchase channels, February 2021
    • Women are more comfortable with online beauty purchases
      • Figure 40: Beauty products (select) bought online (any net), men vs women, February 2021
      • Figure 41: Beauty products (select) bought online (any net), 18-44s vs 45+s, February 2021
      • Figure 42: Those buying a BPC product online that would usually be purchased in-person as a result of the COVID-19 pandemic, by age, September 2020
    • Most online shoppers also visit the retailer in-person
      • Figure 43: Retailers used to purchase beauty and personal care products in the past 12 months (net in-store/online), September 2020
  11. Important Beauty Product Purchase Influences

    • Brand is a strong driver of beauty product selection
      • Figure 44: Top factors when purchasing beauty products (ranked top three), February 2021
    • Men and women are searching for different BPC features
      • Figure 45: Important purchase factors for beauty products (any top three mention net), men vs women, February 2021
    • Purchase factors change as shoppers age
      • Figure 46: Important purchase factors for beauty products (any top three mention net), 18-44s vs over-45s, February 2021
      • Figure 47: Olay faced the world’s best skincare | Olay, July 2019
      • Figure 48: Those ranking ‘brand’ within their top three beauty product purchase considerations, by age, February 2021
      • Figure 49: Mentions of online sources within top three beauty product purchase considerations, by age, February 2021
      • Figure 50: Important purchase factors (select) for beauty products (any top three mention net), Asians vs overall, February 2021
  12. Beauty Product Information Sources

    • Canadians are looking for additional beauty product information
      • Figure 51: Beauty product information sources, February 2021
    • YouTube is a trusted source of beauty information for young men
      • Figure 52: 5 Skincare Mistakes to Avoid in Your 20s and 30s, May 2020
      • Figure 53: Beauty product information sources, men vs women, February 2021
      • Figure 54: SAINt JHN’s Nighttime Skincare Routine | Go To Bed With Me | Harper’s BAZAAR, October 2020
      • Figure 55: Those who rely on product samples to help make product decisions, men vs women, February 2021
    • Younger Canadians are looking online for product information and recommendations
      • Figure 56: Beauty product information sources, 18-44s vs over-45+, February 2021
      • Figure 57: Those who like to keep up with beauty trends, by age and gender, February 2021
      • Figure 58: Social media sources used for beauty product information, by age, February 2021
      • Figure 59: Those relying on magazines for beauty product information, by age and gender, February 2021
      • Figure 60: Beauty product information sources, Asians vs overall, February 2021
      • Figure 61: Lunar Romance ☾, February 2021
    • A language barrier is hindering the impact of online reviews in Quebec
      • Figure 62: Those relying on online product reviews for beauty product information, by region, February 2021
    • Parents are comfortable seeking out BPC information through their devices
      • Figure 63: Beauty product information sources, parents vs non-parents, February 2021
  13. Trial and Interest in Beauty Innovations

    • Canadian beauty shoppers are open to experimentation
      • Figure 64: Interest and trial of beauty product innovations, February 2021
      • Figure 65: Watermelon Glow PHA + BHA Pore-Tight Toner (US), May 2020
      • Figure 66: Sephora Collection BHA PHA Pores Serum (US), February 2021
      • Figure 67: Non-user interest in future product trial, men vs women, February 2021
      • Figure 68: ”I am more likely to purchase beauty products from brands known to be environmentally responsible” (% agree), men vs women, February 2021
      • Figure 69: Interest in future product use (net among users and non-users), 18-44s vs over-45s, February 2021
  14. Appendix – Data Sources and Abbreviations

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

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