Beauty and Personal Care in the US

Beauty and Personal Care in the US

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in the US

KEY DATA FINDINGS

2020 IMPACT

Mass hygiene categories benefiting from COVID-19 pandemic

Consumers seek out the reliability and trust of established mass brands

Cross-category launches and commitments to clean beauty expand masstige offerings

RECOVERY AND OPPORTUNITIES

E-commerce growth accelerates for mass beauty and personal care

Consumer movement key to certain mass categories

Strong digital engagements needed to achieve a successful omnichannel presence

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in the US

KEY DATA FINDINGS

2020 IMPACT

Brunt of premium beauty’s losses in 2020 seen in premium colour cosmetics

Personalisation builds momentum in premium hair care

Premium bath and shower stands out in 2020, driven by COVID-19 impact but also clean beauty trends

RECOVERY AND OPPORTUNITIES

Pandemic accelerates beauty tech boom that will impact premium categories

Refillable packaging in premium beauty an avenue for newness, differentiation

Beauty specialist retailers are better poised than department stores to compete against e-commerce in premium beauty

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in the US

KEY DATA FINDINGS

2020 IMPACT

Hygiene-related categories see resilience and growth

Clean beauty becomes the new standard in baby beauty

Brands tap into network of digitally-savvy mothers to promote products online

RECOVERY AND OPPORTUNITIES

Growth of premium compensates for decline of birth rate

Mother and baby categorisation provides opportunity for baby products to enter beauty specialist retailers

Adult beauty brands find opportunities in baby beauty and vice versa

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in the US

KEY DATA FINDINGS

2020 IMPACT

Preventative health measures result in explosive growth for hygiene products

Hand sanitisers sees rapid expansion of brands

Home seclusion leads to more consumer experimentation with bath additives

RECOVERY AND OPPORTUNITIES

Continued demand for hygiene products likely moving into the forecast period

E-commerce expands in bath and shower

Specialist channels’ resurgence following poor year

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in the US

KEY DATA FINDINGS

2020 IMPACT

Nail products grew in the US for the first time since 2012

Depressed demand for lip products and facial make-up gives way to pricing softness

Expressive eye make-up trends bolster the category less inhibited by mask wearing

RECOVERY AND OPPORTUNITIES

Bright spots in colour cosmetics focus on driving newness

Product hybridity underscores opportunity to reposition colour cosmetics with self-care goals

Clean beauty to be industry standard in both mass and premium colour cosmetics

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in the US

KEY DATA FINDINGS

2020 IMPACT

Home seclusion during COVID-19 leads to lower demand in deodorants

Demand for deodorants stable among stick and spray formats

Procter & Gamble perseveres in challenging year for deodorants

RECOVERY AND OPPORTUNITIES

Consumer movement key for deodorants in the US

Packaging innovations highlight sustainability initiatives

E-commerce is an expanding channel for deodorants

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 60 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 61 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in the US

KEY DATA FINDINGS

2020 IMPACT

Home seclusion in 2020 leads to strong demand in women’s hair removal

Depilatory creams see unexpected rise in growth

Strong year for women’s razors and blades

RECOVERY AND OPPORTUNITIES

Salon and professional hair removal access will dampen future depilatories growth

Billie acquisition by Procter & Gamble stymied

New depilatory formats could gain traction

CATEGORY DATA

Table 62 Sales of Depilatories by Category: Value 2015-2020
Table 63 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 64 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 65 NBO Company Shares of Depilatories: % Value 2016-2020
Table 66 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 67 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 68 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in the US

KEY DATA FINDINGS

2020 IMPACT

Fragrances performance, while still heavily negatively impacted, registered better-than-expected growth as 2020 progressed

Fragrances’ limitations to e-commerce path to purchase mitigated by digital content and community

Formulation and packaging changes expected, while personalisation offers potential

RECOVERY AND OPPORTUNITIES

Consumer expectations for fragrances to change for wider usage motivations

Momentum still in unisex fragrances, mainly in premium but to some extent in mass

Future bright spots include mini-packaging and refillables

CATEGORY DATA

Table 69 Sales of Fragrances by Category: Value 2015-2020
Table 70 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 71 NBO Company Shares of Fragrances: % Value 2016-2020
Table 72 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 73 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 75 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 76 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in the US

KEY DATA FINDINGS

2020 IMPACT

Customised hair care flourishes as consumers seek personalised hair care advice

Salon closures boost DIY and at-home treatments

Clean beauty enters the salon space

RECOVERY AND OPPORTUNITIES

Continued development and incorporation of beauty tech needed to tap into e-commerce potential

Efficacy to determine standout brands amid increasingly fragmented market

Consumers demand action-driven support and inclusivity

CATEGORY DATA

Table 77 Sales of Hair Care by Category: Value 2015-2020
Table 78 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 79 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 80 NBO Company Shares of Hair Care: % Value 2016-2020
Table 81 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 82 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 83 LBN Brand Shares of Colourants: % Value 2017-2020
Table 84 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 85 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 86 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 87 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 88 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 89 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in the US

KEY DATA FINDINGS

2020 IMPACT

Home seclusion for male consumers dampens grooming market in 2020

Men’s razors and blades’ recovery halted by COVID-19

Premium men’s grooming encounters a tougher year than mass counterparts

RECOVERY AND OPPORTUNITIES

Social interactions key for men’s grooming recovery

Men’s skin care expected to continue expanding

E-commerce a key channel moving forward for men’s grooming

CATEGORY DATA

Table 90 Sales of Men’s Grooming by Category: Value 2015-2020
Table 91 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 92 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 93 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 94 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 95 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 96 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 97 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 98 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in the US

KEY DATA FINDINGS

2020 IMPACT

Listerine relies on favourable reputation to gain share

Tooth whiteners register growth as at-home lifestyle allows for experimentation

Colgate-Palmolive reimagines its branding by focusing on simplicity and clean ingredients

RECOVERY AND OPPORTUNITIES

Hygiene-conscious consumers continue to promote oral care as self-care

Wellness positioning opens opportunities in premium oral care

Dental professionals leverage their expertise to launch trendy oral care start-ups

CATEGORY DATA

Table 99 Sales of Oral Care by Category: Value 2015-2020
Table 100 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 101 Sales of Toothbrushes by Category: Value 2015-2020
Table 102 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 103 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 104 NBO Company Shares of Oral Care: % Value 2016-2020
Table 105 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 106 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 107 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 108 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 109 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 110 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in the US

KEY DATA FINDINGS

2020 IMPACT

Plant-based and efficacy-driven ingredients continue to dominate US skin care

Efficacy a core part of skin care’s resilience

Skin care’s ability to affect mental and emotional wellness a key differentiator from other beauty categories

RECOVERY AND OPPORTUNITIES

Skin care momentum lies in products that enhance non-make-up complexions

Staying power of mass and masstige to democratise skin care in the long term

More emphasis expected on streamlined routines and multi-functional skin care

CATEGORY DATA

Table 112 Sales of Skin Care by Category: Value 2015-2020
Table 113 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 114 NBO Company Shares of Skin Care: % Value 2016-2020
Table 115 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 116 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 117 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 118 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 119 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 121 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 122 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in the US

KEY DATA FINDINGS

2020 IMPACT

Travel restrictions and stay-at-home orders reverse growth in sun protection...

...and spurs demand for self-tanners in order to maintain a sun-kissed look

Increased screen time brings up blue light concerns on the skin

RECOVERY AND OPPORTUNITIES

Sun protection to rebound over the forecast period

COVID-19 accelerates sun care’s e-commerce potential

Sun care experimentation provides opportunity to expand into sets and kits

CATEGORY DATA

Table 123 Sales of Sun Care by Category: Value 2015-2020
Table 124 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 125 NBO Company Shares of Sun Care: % Value 2016-2020
Table 126 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 127 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 128 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 129 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

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