1. Natural Ingredients
A trend that we have seen rise into the forefront of the industry over the last year, using and marketing natural ingredients within personal care products is vital in addressing growing consumer concerns. Consumers are more knowledgeable and familiar with the chemical ingredients found in cosmetic products. Therefore using familiar and natural ingredients, as well as creating formulas free from certain chemical ingredients, is key to appeal to the modern consumer. Natural ingredients and organic formulations are becoming a standard within the industry.
Opportunities for ingredients within product formulations include vitamins, essential oils, antioxidants and probiotics. There is also opportunity to use ingredients such as tea tree, charcoal and superfoods and these ingredients are increasing in consumer demand, despite relatively little NPD to target this. Focusing on organic formulations, as opposed to the marketing claims, is also another gap in NPD within the industry.
Formulations are being thought of more as ‘food for the skin’, with free-from marketing claims highly sought after on the shelves.
In recent months, shampoo brand TRESemmé has launched a mainstream Botanique range, marketing their use of natural ingredients and free-from claims. This follows other major haircare brands such as Garnier, Clairol and L’Oréal who have also been marketing the use of essential oils, natural ingredients and free-from. This is likely to set a new industry standard, specifically in Europe, with 66% skincare NPD featuring a natural claim (Mintel, 2017).
2. Health & Wellness
In a similar vein, health and wellness is also having a huge impact on the personal care sector. As consumers are seeing health become more important in their everyday lives, this theme is continued into the products they purchase. This has given way to ‘Active Beauty’ (Mintel, 2017) – the idea that as exercise and wellness becomes more of a focus on consumers’ lives, they are searching for personal care products that go hand in hand with this.
In the future, consumer demand for products that enhance their health and wellbeing will increase. Examples can be seen in the market already with product launches stating protection from pollution and UV rays. As well as this, products using packaging that fits into the consumers’ healthy lifestyle are being developed.
Diet has also had a huge impact on the personal care industry, with veganism and clean eating a major theme. 7% of product launches in 2016-17 featured Vegan claims, and just 1% included Gluten-Free claims. There is opportunity to take advantage of this consumer trend, as more people are staying clear of products that have been tested on, or derived from, animals.
3. Multiple Benefits
In the time-saving world of today, marketing products as having multiple benefits is attractive to busy consumers. Examples of this trend can be seen with in-shower moisturising creams, exfoliating skincare products and intensive treatment products for the bath. In 2016, 3% of shower, bath and soap products were marketed as exfoliating. 2in1 products are proving more popular than ever, such as combined shampoo and conditioning products, and combi-soaps with sponges.
This is all aimed towards freeing up consumers’ time, whilst ensuring that their beauty regime is not compromised. There are opportunities with packaging and marketing claims to highlight the time-saving nature of such products.
There are calls from consumers for the Personal Care sector to create and market products tailored around anti-ageing. There is room to create products and ranges targeted to a more mature market, with around 50% of Europeans using anti-ageing products regularly.
Anti-ageing claims in the skincare sector include wrinkle reducing, skin firming and moisturising. There is also scope for brands to reinforce pro-ageing messages through advertising and product packaging, with 64% consumers stating there is not enough mature models in beauty advertising. There is a gap in the market for more everyday shower, bath and soap products to also address these concerns.
5. Male Grooming
It is clear that the last few years have seen the male grooming market drastically increase. The men’s haircare market alone is set to grow by 11% by 2020, with up to 25% of men actively seeking out brands specifically designed for males. This is reflected throughout the personal care industry.
22% of men think it is fashionable to have a beard, and the facial hair trend has picked up serious speed in the last two years. This has impacted hugely on the shaving and depilatory market, with nostalgic and retro shaving product commonly found in stores. It is estimated that over a third of UK consumers have bought shaving cream, and 41% purchase prestige shaving products due to the quality of ingredients used.
Our market research is largely undertaken through Mintel. By giving insight into these sector reports, we hope that you are inspired to change with consumers’ shifting behaviours, and adapt your product range to reflect this. If you would like any further information then please contact us here.