In its report, ‘On Trend: The Evolving Beauty Consumer’, Kantar analyzed the purchasing habits of more than 300,000 people and households in 20 countries. [1] and daily usage habits of women in seven major economies [2] to understand the impact of two years of coronavirus lockdowns, changing priorities and continuing the work from home culture.
Decrease in the use of cosmetics.
Data collected by Kantar shows a notable decline in weekly cosmetic use across all marketswith weekly usage down an average of 28% compared to pre-pandemic levels and down 31% compared to five years ago as women choose simpler routines. The trend is particularly evident among European consumers of beauty products. who have significantly decreased their use of facial and lip makeup, year after year.
The study also identifies that more shoppers are opting for fewer, higher-quality wear occasions. The focus is now on less long-lasting beauty products that can be applied quickly.
In fact, according to Kantar, the increase in the use of premium beauty products coupled with an increase in demand for natural beauty products, which went from an average of 18% of sales in 2017 to 24% of sales in 2021 , helped the market recover. pre-pandemic income levels.
The hair care market is growing
During the pandemic period, the percentage of women who chose to wear their hair longer increased, on average, from 58% of women in 2017 to 62% in 2021. At the same time, women chose to wash their hair with less frequently, almost 10% less in five years at 2.8 times per week on average.
Illustrating the premiumization trend, despite the drop in usage, hair conditioners and treatments increased in sales valuegenerating a growth of 5% in 2020 (compared to 2019), and 7% in 2021 (compared to 2020).
The premiumization trend has been spearheaded by the requirement for specific hair care solutions to help promote growth. For example, products that target specific hair conditions such as hair loss and dandruff have grown 5 times faster than the overall rate of the shampoo market.
The shift to environmental awareness
Another underlying trend noted by Kantar is the growing awareness of beauty product consumers regarding sustainability and safety issues.
Therefore, face and body products made with naturally produced ingredients accounted for 24% of sales in 2021, compared to 18% of sales in 2017. The largest increase was recorded in France, where the change was from 23% of consumers in 2019 to 32% in 2021.
Environmentally conscious consumers are also willing to pay more for natural and sustainable products, Kantar also noted. Ecoactive households spend more than the average household on beauty products, with French ecoactive households spending 5% more on beauty products per shopping trip.
“Although consumers are looking for simpler routines and a ‘natural’ look, this does not mean that they will suddenly turn away from beauty products. Consumers will binge on various products that meet their changing demands,”, said Ashley Kang, director of global beauty of Kantar.
In the skincare category, consumers will continue to focus on ‘sustainable’, ‘natural’ and ‘derma’ products. Also, with an increasing number of women wearing long hair, hair and scalp treatments represent a huge growth opportunity.
Source: www.premiumbeautynews.com