US Personal Care Consumer Report 2023

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

• While safety for sensitive skin is usually ranked the #1 purchase influencer, scent is often in consumers’ top 3. Fragrance enthusiasts are paying closer attention to scent, as the ‘scent layering’ trend captures engagement on TikTok (think #fragrancetok). Over half of US consumers are also interested in refillable fragrances.

• 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 Analyst, Beauty and Personal Care