Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Personal Care Consumer: Incl Impact of COVID-19 – US market, and the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

While COVID-19 is expected to cause slowed sales growth for certain personal care categories, Mintel expects overall personal care spending to remain relatively stable thanks to need-driven purchasing. A continued focus on self-care and the growing presence of “clean” options in functional personal care categories will help support longer-term sales growth.

Expert analysis from a specialist in the field

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

The impact of COVID-19 is apparent in every industry across the globe, and personal care is not immune. In fact, certain elements of consumers’ personal care routines (eg shaving, hair washing) slid a bit during lockdown, leading to longer purchase cycles. Despite some struggling segments, the personal care market is expected to remain relatively stable in the coming year, as consumers rely on many personal care products to maintain their personal hygiene. Additionally, a continued focus on self-care and the growing existence of “clean” options in highly functional personal care categories will further support longer-term sales growth. Olivia Guinaugh
Home & Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Consumer spending on personal care, at current prices, 2010-25
    • Impact of COVID-19 on personal care
      • Figure 2: Short, medium and long term impact of COVID-19 on personal care, July 2020
    • Opportunities and challenges  
    • Product usage is driven by more than just basic hygiene needs
      • Figure 3: Select products purchased and select personal care routines, May 2020
    • Ease-of-use must be prioritized, but don’t underestimate the power of scent
      • Figure 4: Select purchase influencers and personal care routine, any rank (net), May 2020
    • The growing need for self-care presents opportunities
      • Figure 5: Select personal care routine and behavior amid pandemic, May 2020
    • Sustainability is at the forefront of young adults’ minds
      • Figure 6: More loyal to brands/retailers that are environmentally responsible, by age, May 2020
      • Figure 7: Procter & Gamble’s new packaging for Old Spice and Secret brands and Unilever’s new packaging for Dove
    • The adoption of synthetic ingredients will speed up due to COVID-19
    • Personal care routines should also be immunity-boosting
      • Figure 8: Instagram post about Kaia Naturals’ Turmeric Detox Effervescent Hot Bath
  3. The Market – What You Need to Know

    • COVID-19 impacts personal care routines, both positively and negatively
    • Expect stable sales and bans on plastic; tweakments change product needs
  4. Market Perspective

    • COVID-19 impacts personal care routines, both positively and negatively
      • Figure 9: Personal care behaviors amid pandemic, May 2020
    • Economic instability leads some adults to spend less on personal care
    • Younger adults are spending more time on routines and ingredient research
      • Figure 10: Instagram posts about DIY beauty hacks
      • Figure 11: Select personal care behaviors amid pandemic, by age, May 2020
  5. Market Factors

    • Personal care spending is expected to stay afloat amid recession
      • Figure 12: Consumer spending on personal care, at current prices, 2010-25
    • Bans on plastic are on the horizon
    • COVID-19 is reinforcing the importance of sustainability
    • Growing popularity of “tweakments” will change BPC product needs
  6. Key Players – What You Need to Know

    • Hair color, hand products and self-care rituals benefit from lockdown
    • Adults feel less obligated to shave and wash hair when at home
    • Expect more clean, health-boosting claims and greater acceptance of synthetics
  7. What’s Working

    • Salon closures give at-home hair color a boost
      • Figure 13: Instagram post from Madison Reed, March 2020
      • Figure 14: Madison Reed Color Therapy
    • Increased focus on hand hygiene benefits sanitizer and soap markets
    • Legacy hand sanitizer brands see gains but face increased competition
      • Figure 15: Multi-outlet sales of Germ X and Purell hand sanitizers, rolling 52 weeks 2019 and 2020
      • Figure 16: Instagram posts about new hand sanitizers
    • Consumers find comfort in personal care rituals
      • Figure 17: The Body Shop’s Care Packages
    • Protective face masks aren’t the only masks adults need in today’s COVID-19 world
      • Figure 18: Instagram post of Freeman’s Destress Jelly Mask + Cleanser
      • Figure 19: Instagram posts of Coco & Eve’s Bounce Body Masque and Lavanila’s The Healthy Underarm Detox Mask
      • Figure 20: Instagram posts of hand masks
  8. What’s Struggling

    • Lockdown leads to longer purchase cycles for haircare market
    • Adults take an even more relaxed approach to hair removal in lockdown
      • Figure 21: Instagram post with #covidbeard
  9. What’s Next

    • Clean beauty will advance to functional categories
      • Figure 22: Instagram posts about Gillette Venus’s Pure Shaving Cream and Surface Deep’s Anti-Odorant
    • Expect growing acceptance of synthetic natural ingredients
    • Who is doing this well
      • Figure 23: Instagram posts from Syrene
    • Immunity-boosting personal care products are set to flourish
      • Figure 24: Instagram posts about immunity-boosting bath products
  10. The Consumer – What You Need to Know

    • Usage is driven by more than hygiene; most adults buy in-store
    • Ease-of-use must be prioritized, but don’t forget about scent
    • Is personal care stealing beauty’s thunder?
    • Adults will continue to seek “clean” products for safety reasons
    • Strong interest levels in innovations indicate opportunities
  11. Products Purchased and Channel Usage

    • Usage of products is driven by more than basic hygiene needs
      • Figure 25: Instagram posts from Moon
      • Figure 26: Products purchased, May 2020
    • Older adults stick to the staples
    • Eco-minimalism may play a role in younger adults’ lower purchase rates
      • Figure 27: Products purchased, by age, May 2020
    • Women drive category growth
      • Figure 28: Usage of select personal care products, by gender, May 2020
    • Product substitution impacts usage among Black adults
      • Figure 29: Usage of select personal care products, by race and Hispanic origin, May 2020
    • Most personal care products are purchased in-store…
      • Figure 30: Purchase channel, by product type, May 2020
    • …but shelter-in-place orders have accelerated the adoption of online shopping
      • Figure 31: Instagram post from Grove Collaborative
    • Age highlights differences in how consumers shop
      • Figure 32: Purchase channel by select product type, by age, May 2020
  12. Purchase Influencers

    • Ease-of-use must be prioritized, but don’t forget about scent
      • Figure 33: Purchase influencers, by rank, May 2020
      • Figure 34: Instagram post of Coconut Matter’s Mood deodorants
    • Hierarchy of benefits differs between genders
      • Figure 35: Select purchase influencers, any rank (net), by gender, May 2020
    • Natural claims are key drivers for Black and Hispanic adults
      • Figure 36: Select purchase influencers, any rank (net), by race and Hispanic origin, May 2020
      • Figure 37: Instagram posts from BLK + GRN
  13. Personal Care Routines

    • Is personal care stealing beauty’s thunder?
      • Figure 38: Personal care routine, May 2020
    • Make every day routines more exciting
      • Figure 39: Olay Body Masks
      • Figure 40: Leg Mask by Nair
    • Personal care and self-care continue to become intertwined
    • There are opportunities to better reach mature, functionally-driven adults
      • Figure 41: Select personal care routines, by age, May 2020
      • Figure 42: Instagram posts from Better Not Younger
    • Women aren’t the only ones who care about their appearance
      • Figure 43: Select personal care routines, by gender, May 2020
      • Figure 44: Every Man Jack Deodorants
  14. Shopping Behaviors

    • Adults will continue to seek “clean” products for safety reasons
      • Figure 45: Shopping behaviors, May 2020
    • Having sustainability strategies is key for reaching young adults
      • Figure 46: Select shopping behaviors, by age, May 2020
      • Figure 47: Instagram post from Dove
    • Black and Hispanic adults want products they trust to be safe
      • Figure 48: Look for clean labeled products, by race and Hispanic origin, May 2020
  15. Usage and Interest in Product Innovations

    • Strong interest levels in innovations indicate opportunities
    • Adults want sustainable solutions
      • Figure 49: Trial and interest in product innovations, May 2020
      • Figure 50: Procter & Gamble’s new packaging for Old Spice and Secret deodorant brands
    • Young adults are interested in gender-neutral products
      • Figure 51: BiC Made For YOU Razor and Schmidt’s Here+Now Natural Deodorant
      • Figure 52: Trial and interest in product innovations, any future interest (net), by age, May 2020
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations

About the report

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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