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

Sustainability initiatives in beauty gain momentum in the US

E-commerce registers rapid growth; expansion of clean and natural products

Return to positive value growth from 2021 after the COVID-19-induced 2020 decline

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2017-2024
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2016-2024

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

E-commerce experiences strong growth as brands aim for an omnichannel presence

Acquisition activity remains strong in mass beauty and personal care; mass segment continues to bolster men’s grooming

Sustainability remains a key initiative in mass beauty

2020 AND BEYOND

COVID-19 impact

Affected products within mass beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024

Premium Beauty and Personal Care in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Premium growth slows but still outpaces mass; wellness, natural, clean and gender-neutral trends to the fore

Personalisation and artificial intelligence remain key concepts in premium beauty and personal care

2019 acquisitions highlight a winning formula in skin care; luxury players enter beauty through colour cosmetics

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024

Baby and Child-Specific Products in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Decline in birth rate impacts sales of baby toiletries, but baby wipes continues to grow

Millennial mothers contribute to growing premium segment

Target expands private label offerings with Cloud Island toiletries

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2016-2019
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2016-2019
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2016-2019
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024

Bath and Shower in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Body wash/shower gel driving overall category sales, but bath additives most dynamic

Scrutiny of talc product safety resulting in declining body powder sales

Bath & Body Works continues growing; new men’s body wash/shower gel products; smaller players gaining share in liquid soap

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2014-2019
Table 35 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 37 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 38 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2016-2019
Table 40 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024

Colour Cosmetics in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Colour cosmetics slowdown continues, but could partnerships and new niches help turn this round?

Inspiration from skin care creates opportunities for niche growth

Emerging brands performing well, with clean beauty driving acquisitions and investments

2020 AND BEYOND

COVID-19 impact

Affected products within colour cosmetics

Recovery and opportunities

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 47 LBN Brand Shares of Eye Make-up: % Value 2016-2019
Table 48 LBN Brand Shares of Facial Make-up: % Value 2016-2019
Table 49 LBN Brand Shares of Lip Products: % Value 2016-2019
Table 50 LBN Brand Shares of Nail Products: % Value 2016-2019
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024

Deodorants in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Deodorant products without aluminium experience strong growth

Unilever and Procter & Gamble deodorant portfolios appeal to multiple demographics

2020 AND BEYOND

COVID-19 impact

Affected products within deodorants

Recovery and opportunities

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2014-2019
Table 55 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 57 NBO Company Shares of Deodorants: % Value 2015-2019
Table 58 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 59 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 60 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 61 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2019-2024

Depilatories in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Women’s razors and blades returns to positive growth but alternative hair removal methods stymie category growth

Procter & Gamble acquires direct-to-consumer women’s razor brand Billie

Increasing competition in women’s razors and blades, more focus on skin care in women’s pre-shave

2020 AND BEYOND

COVID-19 impact

Affected products within depilatories

Recovery and opportunities

CATEGORY DATA

Table 62 Sales of Depilatories by Category: Value 2014-2019
Table 63 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 64 Sales of Women's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 65 NBO Company Shares of Depilatories: % Value 2015-2019
Table 66 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 67 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 68 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024

Fragrances in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Premium fragrances quicker to adapt to naturals trend than mass fragrances

Opportunities emerge for functional fragrances in the US that alter consumers’ moods

L’Oréal’s Clarins acquisition can push fragrance’s digital boundaries

2020 AND BEYOND

COVID-19 impact

Affected products within fragrances

Recovery and opportunities

CATEGORY DATA

Table 69 Sales of Fragrances by Category: Value 2014-2019
Table 70 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 71 NBO Company Shares of Fragrances: % Value 2015-2019
Table 72 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 73 LBN Brand Shares of Premium Men's Fragrances: % Value 2016-2019
Table 74 LBN Brand Shares of Premium Women's Fragrances: % Value 2016-2019
Table 75 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 76 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024

Hair Care in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Ban on hair discrimination paves way for the natural hair movement

Scalp care seen as an extension of skin care

DTC brands disrupting hair care, Target expanding its beauty aisles

2020 AND BEYOND

COVID-19 impact

Affected products within hair care

Recovery and opportunities

CATEGORY DATA

Table 77 Sales of Hair Care by Category: Value 2014-2019
Table 78 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 79 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 80 NBO Company Shares of Hair Care: % Value 2015-2019
Table 81 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
Table 82 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 83 LBN Brand Shares of Colourants: % Value 2016-2019
Table 84 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
Table 85 LBN Brand Shares of Styling Agents: % Value 2016-2019
Table 86 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 87 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 88 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 89 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024

Oral Care in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Oral health repositioned from a necessity to a self-care ritual; celebrities help diversify oral care offerings

Listerine Ready! Tabs change the landscape of mouth fresheners

Colgate-Palmolive seeks to expand its natural offerings as DTC brands struggle to break into the mainstream

2020 AND BEYOND

COVID-19 impact

Affected products within oral care

Recovery and opportunities

CATEGORY DATA

Table 90 Sales of Oral Care by Category: Value 2014-2019
Table 91 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 92 Sales of Toothbrushes by Category: Value 2014-2019
Table 93 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 94 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 95 NBO Company Shares of Oral Care: % Value 2015-2019
Table 96 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 97 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2016-2019
Table 98 LBN Brand Shares of Toothpaste: % Value 2016-2019
Table 99 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 100 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 101 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 102 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024

Skin Care in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Dermocosmetics benefits from emerging skin care claims and benefits; did face mask sales peak in 2018?

Food-based ingredients and enriched water see rising demand

Colgate-Palmolive strengthens its foothold in premium skin care; Bath & Body Works spins off into its own company

2020 AND BEYOND

COVID-19 impact

Affected products within skin care

Recovery and opportunities

CATEGORY DATA

Table 103 Sales of Skin Care by Category: Value 2014-2019
Table 104 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 105 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 106 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 107 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 108 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 109 NBO Company Shares of Skin Care: % Value 2015-2019
Table 110 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 111 LBN Brand Shares of Basic Moisturisers: % Value 2016-2019
Table 112 LBN Brand Shares of Anti-agers: % Value 2016-2019
Table 113 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2016-2019
Table 114 LBN Brand Shares of General Purpose Body Care: % Value 2016-2019
Table 115 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 116 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 117 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024

Sun Care in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Rising demand for sun care ingredient innovations

Self-tanning sees growth as mass options become available

Johnson & Johnson’s Neutrogena continues to lead; SC Johnson acquires Sun Bum and Coola

2020 AND BEYOND

COVID-19 impact

Affected products within sun care

Recovery and opportunities

CATEGORY DATA

Table 118 Sales of Sun Care by Category: Value 2014-2019
Table 119 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 120 NBO Company Shares of Sun Care: % Value 2015-2019
Table 121 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 122 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 123 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 124 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024

Men's Grooming in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Shaving in the US continues its decline

Men’s toiletries to continue to grow with new entrants; key role for unisex options in men’s grooming

FTC thwarts Edgewell’s acquisition of Harry’s; Procter & Gamble leads total men’s grooming

2020 AND BEYOND

COVID-19 impact

Affected products within men’s grooming

Recovery and opportunities

CATEGORY DATA

Table 125 Sales of Men’s Grooming by Category: Value 2014-2019
Table 126 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 127 Sales of Men's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 128 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2019
Table 129 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 130 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 131 LBN Brand Shares of Men's Razors and Blades: % Value 2016-2019
Table 132 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 133 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024

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