This report provides deep insight into the personal care market and consumer in the US. Explore the latest personal care consumer statistics and ground your insight strategy in raw data with expert analysis today. Below, we explore the key topics covered and provide select insights from the report itself.

Key Topics Covered

  • Impact of inflation and other external factors on consumer behavior and the personal care market.
  • Personal care market landscape, segment performance, key challenges and opportunities.
  • Personal care shopping and purchase influencers.
  • Changes to personal care routines.
  • Attitudes and expectations in personal care products.

US Personal Care Market Size

Sales are estimated to reach $54.3 billion in 2023. Despite an increase since 2022, the market has in fact retracted when accounting for inflation. This is an indication of challenges ahead and a need for defensive measures, as consumers stand their ground amid innovation aiming to breach the wellness space. Remaining functional will be key moving forward, and this is discussed further in the report.

Personal Care Consumer Statistics

  • More consumers are spending more time, compared to less, on their personal care routines. Mintel observes this among younger consumers in particular. Part of this shift is an increased receptivity to new techniques in routines, and the facial skincare market might indicate where interest is headed in other categories.
  • Personal care is currently resilient to trading down behavior. For example, those who consider themselves financially healthy have a strong preference for higher-end products in the oral health market. A third of consumers state they need help maintaining their oral health, posing an opportunity for brands to provide solutions at a worthwhile premium.

Opportunity in the Personal Care Industry

Gen Z and Millennials, most aware of the social beauty channels, are becoming more aware of the need for proactive and preventative skincare. As personal care attitudes move away from the ‘bare minimum’ and toward a whole-body approach, brands have an opportunity to extend prevention and proactivity to total body personal care.

Packed full of consumer insights and associated opportunities for brands, this report will provide your strategy with the raw analysis needed to grow consumer engagement. Buy your copy today. You can also view our beauty and personal care market research to find exactly what you’re looking for.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis

Leading BPC analyst Joan Li delivers expert insight on the US personal care consumer with this report.

Personal care routines remain primarily rooted in functional hygiene. In a stable but challenged market, brands must stand out with unique value-adds.

Joan Li, Senior Beauty and Personal Care Analyst


Joan Li
Senior Analyst, Beauty and Personal Care

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. The Market

    • Market context
    • Market drivers
    • Market size and forecast
    • Segment performance
    • Graph 1: [no title]
  3. Competitive Strategies & Market Opportunities

  4. Consumer Insights

    • Consumer fast facts
    • Personal care purchases
    • Graph 2: select personal care products purchased, 2022-23
    • Graph 3: select personal care products purchased, 2022-23
    • Graph 4: sun care products purchased, by race, 2022 vs 2023
    • Graph 5: [no title]
    • Graph 6: select personal care products purchased among men, 2022-23
    • Purchase influencers
    • Graph 7: ranked purchase influencers, 2023
    • Graph 8: safety for sensitive skin importance among women, any rank, 2023
    • Graph 9: natural ingredient importance by parental status, 2023
    • Changes to routines
    • Graph 10: spending more time vs less time on routine by age, 2023
    • Graph 11: select sustainable behaviors, 2023
    • Interest in trading up or down
    • Graph 12: Trading-down, by financial situation
    • Graph 13: Current high spend or interest in trading up, by category
    • Graph 14: interest in trading up or down oral care products by financial situation, 2023
    • Graph 15: current low spend by category, 2023
    • Attitudes and behaviors
    • Graph 16: select attitudes towards personal care routines/products by age, 2023
    • Graph 17: Duping sentiments, by attitude
    • Graph 18: luxury and duping attitudes by race, 2023
    • Graph 19: hygiene goals by attitudinal segments, 2023
    • Shopping for personal care products
    • Graph 20: social media-influenced shopping by age, 2023
    • Graph 21: select shopping behaviors, 2023
    • Graph 22: confusion towards personal care products by social media use, 2023
  5. Appendix

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.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

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